Google Multisearch what impact does it have on your Company's Business

Google Multisearch is a new search feature introduced by Google that allows users to search by combining images and text.

This innovation is based on Google Lens and aims to make searches more intuitive and precise, allowing users to find information even when they do not know exactly how to describe what they are looking for.

SEO and content marketing could change substantially from how we know them, thanks to the innovation in search introduced by Google.

Google’s goal is to allow users to ask questions even when they don’t quite know what to look for through words. We have all had this experience at least once in our lives.

For example? A part on your bicycle has broken and you need a replacement part, but you don’t even know what it’s called and you don’t know how to Google it in words.

What is new is that simply framing an object with the camera will provide information on multiple levels and in multimedia format, deepening and filtering the level of information through text search.

Let’s take a quick look at what this breakthrough means, both from the perspective of the user and the companies that will have to seize new opportunities on the fly.

Explanation of multisearch function posted on Google Blog — Image source: https://blog.google/products/search/multisearch/

What is Google Multisearch and how does it work?

Google Multisearch is not just an innovation; it threatens to create a real earthquake in our buying habits and in the very way we relate to the world around us.

Google itself tells in an introductory article what we should expect from multiple search, as users.

How to perform a Multisearch on Google

To search via Android or iOS you will need to access the Google app and click on the Google Lens icon.

So, administer Google a screenshot of something you have seen (e.g., a product in a social ad), or frame and photograph an object through our smartphone.

At this point, Google will give you a series of search results (images, videos, text, links to sites, product costs, etc.) that you can further refine and filter to get the level of information you want.

Google Multisearch: examples

You’re scrolling through your Instagram feed and see a great pair of shoes.
You can screenshot the screenshot and run a search with Google Multisearch.

The results will show you similar images, and you can use text search to drill down to the level of information and trace back to costs, models, brands, etc.

What if you want the same pair of shoes but in a different color? You will also have the opportunity to adopt this kind of filtering and get hitherto unthinkable data.

You can do the same thing with real-world objects: you’re tasting a great wine in a wine shop and you want to know more about the winery, the appellation, the cost of the bottle.

The search engine will allow you to get all this information-and to refine the query as you go along to answer our questions-simply by framing the bottle from your smartphone.

On the user side, does this innovation change the way people approach the outside world through digital: and on the business side?

Google Multisearch What changes for businesses?

What companies are really wondering is: does this news change the way we do SEO and content marketing?
Will it have an impact on business?
What to do to seize opportunities and not be overtaken by competitors?

Legitimate questions, since multiple research is arousing curiosity and uncertainty.

Changes in SEO

Multimodal Optimization: With Google Multisearch, it becomes critical to optimize content not only for text searches, but also for visual searches. This means that images and videos must be high quality and relevant, with proper use of alt text and descriptions.
Importance of Images: Images take a central role in SEO strategies. It is crucial that they are search-optimized, as they can significantly influence ranking insearch results (search results).
Local SEO Enhanced: The “Multisearch Near Me” feature allows you to improve the visibility of local businesses, making optimization for proximity searches even more important.

Impact on Content Marketing

Multi-Format Content Creation: Content should be designed to cater to both textual and visual searches. This involves integrating images, text and, if possible, audio clips to provide a more complete search experience.
Better Understanding of Search Intent: Google Multisearch enables a better understanding of users’ search intent, providing opportunities to create content that more precisely meets their needs.
Innovation in Engagement Strategies: Companies can leverage new search modes to develop more engaging marketing strategies, using visual content to attract and keep users’ attention

And now what happens with Google Multisearch?

The list of SEO best practices may not necessarily change with Google Multisearch.

Indeed, probably for companies that already have a solid SEO strategy in place and have an online presence with lots of quality text and multimedia content, the advent of Google Multisearch could be great news.

To be clear, this is the most likely scenario:

Whether the content your company publishes online is optimized with keywords, meta descriptions, alt text for images, and all the necessary parameters
If you have a strong social presence and perhaps a storefront on Google Shopping

then you will most likely benefit from the news from Google’s house.

A different argument must be made if you have not yet built your online presence, as a business.

Google Multisearch makes the links between real and virtual even tighter. If you don’t have a web presence, you risk being cut off from the market, more and more.

In a world where users can search for any information, compare costs, compare models of similar products from multiple competitors, and buy in just a few clicks, staying out of digital marketing channels means foreclosing your chances of being found by really interested potential customers .

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