In its efforts to make the internet an even easier-to-navigate space, Google recently announced it’s expanding Google Now functions. Within the next several days, the search engine is rolling out new capabilities for all English queries across devices (desktop, tablets and smartphones) to bring detailed web content about flights, reservations, purchases, plans and photos into users’ search results.
The impact on internet marketing strategies has yet to be seen, but it seems as more Google Now results could either provide brands with more traffic by surfacing their online content more often or make it invisible to prospects who don’t navigate beyond the ‘Now’ results. Essentially, companies will need to have a pronounced presence on Google sites to be found by consumers.
Marketers may need to create Google+ company pages and send regular email content because the search engine says it will pull data from the social network, Gmail inboxes and Google calendars for results.
According to Google’s Official Blog post announcing the release, this evolution in search will make it easier for people to keep their plans and purchases organized, especially when they’re on the go. “For example, just ask or type, ‘What’s my flight status?’ or ‘When will my package arrive?'”
This update could provide engagement and loyalty benefits for well-optimized brands as consumers are reminded of their purchases, reservations and accommodations. However, the Now results stand to potentially alter consumers’ behaviors for search experiences. Rather than sifting through numerous organic listings, they may grow accustomed to receiving customized results based on their past selections.