Google, the tech giant known for its innovative solutions, has recently unveiled a new feature called "Google Perspectives". This addition to Google Search is designed to provide a more personalized and human touch to search results, offering a variety of perspectives from different voices . But what does this mean for users and content creators? Let's delve deeper into the implications and opinions surrounding this new feature.

What is Google Perspectives?

Google Perspectives is a new feature that will appear as both a filter and a dedicated section in Google Search. It's designed to provide users with a more "lived experience" to their search queries. This is running in tandem with its new Search Generative Experience.

Instead of just providing links to different websites, Perspectives will display a feed of short-form and longer videos, images, and written posts shared by real people and content creators on discussion boards, Q&A sites, and social media platforms.

This feature was spotted in August 2022 as a test in the SERPs:

I was able to successfully trigger Google SERP Perspectives on two queries right out of the gate:

❯ why worry about climate change ❯ why is carbon capture important Winners appear to be trusted, high-E-A-T pages… #SEO https://t.co/rktQBtGsV9 pic.twitter.com/dPj3PvLDIC — Rich Tatum »∵« (@RichTatum) August 1, 2022

For instance, if you're planning a trip to a country where you've never been before, and you're unsure about the local customs and etiquette, you might search for "how to respect local customs in [country name]", and then select the Perspectives filter. This would present you with a page of results featuring insights from individuals who have traveled to or live in that country. You might see a video blog of a traveler sharing their experiences, or read a social media post from a local explaining the do's and don'ts in their culture. This way, you can gain a more personal and diverse understanding of the local customs, helping you to prepare for your trip and respect the local culture.

The feature is designed to showcase insights from a range of journalists, experts, and other relevant voices on the topic you're searching for. The idea behind the feature is to give users a variety of noteworthy voices on a news topic to broaden their understanding of the subject matter .

Why Google Perspectives?

The introduction of Google Perspectives is a response to the changing dynamics of internet usage. With the rise of social media and community websites like Reddit and Quora, users are increasingly seeking personal perspectives and experiences. Moreover, Google Perspectives is also a strategic move to compete with the growing popularity of platforms like TikTok, which has become a preferred platform for Gen Z when looking for information.

How Does It Benefit Content Creators?

Google Perspectives isn’t just a game-changer for users but also for content creators. With this feature, creators’ content won’t be confined to the platform where they create it. Google can now help further distribute it to its Search users, providing a remarkable opportunity to reach new audiences.

However, this also means that the pool of potential competitors for creators is about to get a lot wider. To stand out, creators should focus on making quality content that shares their unique expertise and experience.

It’s important to note that while this feature adds a new layer of depth to search results, it also raises questions about the credibility and reliability of the information presented. Google has assured users that it will display more details about the creators of the content, such as their name, profile photo, or information about the popularity of their content, to help users discern the credibility of the content. 

This lines up with the E-A-T update to include ‘Experience’ as an element to now make it EEAT, and the Helpful content update. To me, this all leads back to the idea that Google is on the hunt for original, unique, experience-driven, and people-centric content.

Additional Features

Alongside Perspectives, Google has also introduced "About this image" and AI-generated image labels. The "About this image" feature provides more information about the origin and usage of an image. The AI-generated image labels, on the other hand, allow site owners to label their images as AI-generated, providing more transparency about the source of the content.

The Impact of Google Perspectives on SEO

The introduction of Google Perspectives is likely to have significant implications for Search Engine Optimization (SEO). Traditionally, SEO has been about optimizing websites to rank higher in search engine results pages (SERPs) based on relevance and quality of content. However, with the introduction of Perspectives, the game is set to change.

User-Generated Content

Firstly, Perspectives places a strong emphasis on user-generated content. This means that content from social media platforms, discussion boards, and Q&A sites could potentially rank higher in the SERPs. As a result, businesses and content creators may need to rethink their content strategies to include more user-generated content or to engage more actively on these platform.

Quality and Originality

Secondly, Google Perspectives prioritizes the quality and originality of content. This means that content creators will need to focus on producing high-quality, original content that provides unique insights and experiences. Simply rehashing existing content or relying on keyword stuffing will not suffice. SEO strategies will need to focus more on content quality and less on traditional keyword-based strategies

Personal Experiences and Stories

Lastly, Google Perspectives emphasizes personal experiences and stories. This means that content that tells a story or provides a personal perspective could potentially rank higher in the SERPs. Content creators may need to incorporate more storytelling into their content and provide more personal, relatable experiences.

Final Word

In conclusion, Google Perspectives is a significant step towards a more personalized and human-centric search experience . It has the potential to transform the way we interact with search engines and access information online. However, as with any new technology, it will need to be used responsibly and with a critical eye .

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