Google has just announced a number of new search features that are sure to change the way we find things online.

Some examples:

  • With multiple search, you can combine textual with visual searches at the same time. For example, take a picture of a dish with an ingredient name to find restaurants in the area where you can order it, and other similar foods. But that's not all...
  • Google Shopping is also getting in on the action with augmented reality shoes, so you can see how sneakers look on your feet before you buy them.
  • In addition, there is a new library of models with different skin tones representing different genders, ages, ethnicities and face shapes to help you accurately test foundation shades.

It is clear that "big G" is interested in moving out of the online arena and closer to the real world, making it increasingly easy to make purchases.

Integration of reality and the real world is getting closer

What does this mean for marketers?

First, it is important to note that these new features are designed to make consumers' lives easier. While this may seem to have little impact on sales and branding activities, consider that when consumers have an easy and pleasant experience with your brand, they are more likely to come back for more. So if you want to make your customers happy (and increase the chances of gaining their trust again in the future), it is important to make sure your website and online presence are optimized for these new Google features.

For example, suppose someone uses the new multiple search function to find a place to dine. If your restaurant appears in the search results, great! But if they then click on your website and find that it is difficult to navigate or doesn't load properly on their cell phone, they are likely to go back to Google and try again with one of your competitors. On the other hand, if your website is fast, mobile-friendly and easy to use, you're much more likely to convert that searcher into a customer.

With Google's new technologies, your website will be increasingly central to our activities. As if it wasn't already the most critical digital marketing element possible!

Francesco galvani, ceo of deep marketing

What to do as a priority?

So how can you make sure your website is ready for these new Google features? Here are some suggestions:

  1. Make sure your portal is mobile-friendly. This means making sure it loads quickly and correctly on all devices, from desktop computers to smartphones. Being "responsive" is the bare minimum. The entire user experience must be rewarding from mobile.
  2. Use relevant keywords throughout your site. Remember that part of what determines whether or not your site appears in search results is based on the keywords you use. As we saw earlier, if you want, for example, to be included in searches related to home food delivery or restaurants near the customer, be sure to use terms from your food offering prominently on your site.
  3. Optimize images and always try to include the best photos available to you. When users use the new visual search features included in Multisearch and Shopping, high-quality images will be critical in determining whether or not they click to learn more about your product or service.
An excellent site is increasingly the basis for great Google work

As for Deep.

These new Google search features present both opportunities and challenges for us marketers and those with businesses, local or online, B2C but also B2B. On the one hand, they create a new way for customers to find your business; on the other hand, however, they also raise the level of necessary website design and optimization.

At Deep Marketing, we at Deep Marketing are always incredibly sensitive to quality in the design and implementation of our clients' websites, and we make a point of boasting about it because it is their true digital residence.

Would you entrust the design of your home to an inexperienced person? Probably not. Don't make the same mistake with your online abode.