Search On 22, Google unveils the future of Search
Google’s goal, since its inception, has been to “organize information globally and make it universally accessible and useful”. As technology has evolved, this mission has in turn taken on additional meanings, and today, especially thanks to advances in machine learning, doing a search means much more than typing a query in the box and waiting for 10 links to appear. The changes to Google’s SERPs, so obvious and varied, show us how Big G is “getting closer to creating search experiences that reflect how we as people make sense of the world“, and how the company is committed to “unlocking entirely new ways to help people gather and explore information.” Further examples of this work come from the big Google Search On 22 event, during which Google precisely presented the upcoming evolutions coming to the Search system, with many useful applications also for users of Maps, News, for Shopping and so on: in short, here is everything that is changing and that we SEOs should also know about, given the inevitable effects they will have on the very concepts of optimization and ranking.
Google Search On 22, all the news for Search (and more)
Google Search On is Google’s big fall event, dedicated prominently to what remains the company’s core business, which continues to be (let’s remember) first and foremost a search engine, indeed THE most used search engine in the world. As in the previous two editions, technology dominates the scene and the announcements this year, with the presentation of many of the latest features and tools that make it more natural and intuitive to find what you’re looking for, thanks to advances in machine learning applied to “new ways to visually search, explore the world around you, shop with confidence, and make more sustainable choices,” as stated on The Keyword‘s pages dedicated to the theme.
The common thread that binds these interventions is encapsulated by the phrase “search outside the box“, which can have several levels of interpretation: from the most basic point of view, it literally means that the user can search outside the old box, the search box in which it was previously mandatory to type the query, because technological advances make it possible to launch searches in different ways and with different tools as well. But it also means helping people to think (and search) in a less schematic way, thus pandering to their own skills and needs, because the integration