In today’s digital age having an online presence is vital for any independent business, especially those in the creative, design, and interiors sectors. And one of the key players online is as we all know, Google, the world’s most popular search engine. We all use it most days. That is up until now. It turns out that Millennials and Gen Z are turning away from Google. Instead, they are using TikTok and Instagram as their main search engines. And this is why Google is introducing ‘Perspectives’, a feed that as a creative business you need to know about because these changes are big.
So what is Google Perspectives?
When it launches later this year Google Perspectives will be a new filter added to the search results feed. Google wants a feed to show users a more ‘lived experience’. It will include a mixture of video, blogs and social media posts relating to your search query. Google’s focus is changing as it shifts towards EEAT (Experience, Expertise, Authority and Trust) and with it so should your brand’s approach to SEO, SERPS and the content you produce.
Top Tip
Start creating content that reflects the core values of your ideal customer. Seek to provide answers to their most common questions within your specialist area. Find a common set of values and introduce them into all your content creation.
What will we see on the Google Perspectives feed?
Traditionally, the Google Search Engine Results Page (SERPS) has been led by high authority search results. Anyone else gets frustrated by how hard you sometimes have to dig to find the answer to your question? But now, as we have seen over the last few years media and entertainment is largely being driven by content creators.
Content creators develop strong communities and as experts in their fields drive conversations around their niche. Searchers have been looking for easier ways than Google to find the information they need without trawling pages of search results. And so now Google is filling the gap to compete with social platforms. With Perspectives Google will offer a better and more friendly way to search. Combining results from TikTok, Reddit and Pinterest etc.
Top Tip
Start to use relevant keywords in your social media captions if you’re not doing so already. And link out from your website to content on your social media that is useful to your readers, clients, and customers.
When does Google Perspectives roll out?
The filter will roll out later this year (2023). You can expect to be welcomed by a feed that mixes both long and short form content and will predominantly focus on long tail keywords. So rather than searching, for example, for ‘chair’, someone may search for a ‘black velvet chair with brass legs’.
Top Tip
Get ahead of the game and start creating content eligible for the Perspectives feed now. Really think about what your potential customers may search for.
What will the Google Perspectives feed look like?
You can expect to see a complete mix of long and short form video content from Instagram and You Tube etc., along with blog results and discussions from various boards on the internet like Reddit. The feed will aim to provide the user with helpful information from trusted sources.
Top Tip
Start making a list of content you can start creating now to meet the needs of your ideal client.
What does all this mean to my creative business?
The Perspectives feed will naturally be geared more towards ‘User Generated Content’. A collection of results made not only by brands themselves but their customers and content creators too. And with this a shift in SEO a strategy is needed to give the users of Perspectives a more immersive experience.
Top Tip
As an independent business show your expertise and experience in your creative content. Share how you make something. Show how you create a moodboard. Share what inspires you and the behind-the-scenes processes.
How will Google Perspectives affect brand collaborations?
As the Perspectives feed will undoubtably contain not only brands but content from creators and influencers alike now is the time to think about collaborations. Influencers have been around for quite a while now, but with the new Perspective feed their visibility could increase dramatically.
Top Tip
Start thinking about how you and your creative business could start working with influencers if you aren’t already. And if you are, it’s time to think about the type of content you’d like them to create to reflect this dramatic shift in search results.
A final thought on Google Perspectives
This is an exciting time for search with the potential for independent creative businesses to shine. The weight of SEO is swinging away from the High Street names and Google Perspectives gives every brand the same chance to be seen. It also gives the consumer a more enjoyable and engaging search experience which could lead to increased visibility for your brand.
Change for change’s sake is not always good but there is a buzz of excitement around the Google Perspectives feed. Take this opportunity in the run up to launch to try different content types, find what works for you and resonates with your clients and customers. Be bold, be brave and most of all share your knowledge and experience. This is a potential game changer for small businesses to gain more traction and it’s one to embrace rather than shy away from.
Written by Rachel Edmonds
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