Maybe you’re starting to map out a decision that you’d typically need to break down into smaller parts, like “Learning ukulele vs guitar.” Search will provide an AI-powered snapshot so you can get help understanding what factors to consider.
Sometimes you have a very specific question in mind, in which you’d benefit from seeing a variety of content from across the web. If you find your favorite old sweater in the back of your closet but quickly realize it needs some freshening up, search for “How to get an old coffee stain out of a wool sweater?”
Say you’re looking for removable wallpaper to spruce up your rental. Simply search for “Peel and stick wallpaper for kitchen” to learn about important factors, like if it’s easy it is to remove, and get a list of stylish options, including price, customer ratings and links to purchase. [...] And if you want to explore further, right under the snapshot, you’ll see the option to “ask a follow-up question” or select a suggested next step, which will take you into conversational mode.
The interactivity of this new search may mean that fewer users leave Google and go to your site - but it also means they know exactly where the information came from, which is excellent for your brand.
4. Intent is going to be more important than ever
- Informational intent searches are based on gathering information, both basic and complex.
- Navigational intent directs users to a certain website.
- Transactional intent searches are based on retail or eCommerce.
- Commercial intent searches are used for future purchases.
- Keyword intent are searches that use specific words that clue you into their intent. Things like "buy, deal, discount" let you know that they want to purchase. Things like "how to, best way to" let you know they want information. This type of intent usually overlaps with one of the other four intents.