Google has been testing a new content platform called “Posts with Google,” and it could have a huge impact on brand searches, for both paid and organic.
We all know that Google has had its struggles with trying to develop its own social network; Google Buzz is dead, and Google Plus seems to be on its way out. This new platform seems to have some social elements to it, though it is very different from a social network.
On the official site for this platform , Google states the following:
Every day millions of people search on Google, many of whom are looking for information about prominent individuals and organizations. Now we’re experimenting with a new way for users to hear directly from select entities they’re searching for on Google.
Verified individuals and organizations can now communicate with text, images and videos directly on Google. Creating content is fast and simple, and once published, posts will appear instantly in search results related to the publisher. Each post can also be shared on popular social networks.
So it appears the goal for this platform is to provide real-time updates from individuals and organizations when someone performs a direct brand search. This complements Google’s Knowledge Graph results, which provide quick information for entities. Google was already doing this real-time update by having official Twitter profiles and a tweet feed appearing for searches for entities.
Let’s take a look at the platform.
Check out the Tory Burch profile on posts.google.com. As you can see, it resembles a company social network profile page. It has a post feed, profile photo and what appears to be a cover photo/banner.
The Tory Burch content feed is also appearing for branded searches. Notice the content carousel that sits below the paid ads and at the top of the organic search listings.