Google Redesigns Search

Google announced today that it will implement AI advances, including a new technology called the Multitask Unified Model (MUM), to improve Google Search. At the company's Search On event, the company showcased new features, including those that improve MUM to better connect web searchers to the content they're looking for, while also making web search more natural and intuitive.

One of the launched features is called "Need to Know" which will focus on making it easier for people to understand the new topics they are looking for. This feature understands how people typically explore various topics and then shows web searchers aspects of the topic that people are most likely to look at in the first place.

For example, Google explained that if you search for "acrylic painting", it might suggest "Things to know" like how to get started painting, step-by-step or different styles of acrylic painting, tips on acrylic painting. In this example, Google can identify more than 350 different acrylic paint-related topics.

The feature will be introduced in the upcoming months, but Google also states that it will be expanded in the future using MUM to help web users gain even deeper insights on the subject, such as "how to make acrylic", beyond what they might be looking for.

The company is also developing new ways to help web users both refine and broaden their searches without having to start over with a new query.

To continue with the acrylic painting example, Google may offer to link you to information about specific painting techniques, such as puddle pouring, or art classes you can take. You can then click in on one of these other topics to see a visually rich page of search results and ideas from across the web, including articles, images, videos, and more.

It seems that these pages are designed to better compete with Pinterest because they can also help people get inspired by searches – similar to how Pinterest's image-heavy boards aim to turn people's visual inspiration into action, like visiting or visiting a website.

Google says the pages will be useful for searches where users are "looking for inspiration", such as "Halloween decorating ideas" or "indoor vertical garden ideas" or other ideas to try. This feature can be tried on mobile devices today.

Google is also ramping up video search. The company already uses AI to identify key moments in a video. It will now take things even further with the launch of a feature that will identify topics in a video – even if the topic isn't explicitly mentioned in the video – then provide links that allow users to dig deeper and learn more.

This means that when watching a YouTube video, MUM will be used to understand what the video is about and make suggestions. In one example, a video about Macaroni penguins could direct users to a series of related videos, such as those that describe how Macaroni penguins find family members and navigate predators. MUM can define these terms to search for, even if they are not explicitly mentioned in the video.

Google says this feature will be available in its first release on YouTube Search in the coming weeks, and will be updated to include more visual improvements in the coming months.

This change could also help drive increased search traffic to Google by improving YouTube's broad reach. Studies have found that many Gen Z users search for online content differently than older generations. They tend to use multiple social media channels, have a mobile-first mindset, and are interested in video content. For example, a "Think with Google" study found that 85% of Gen Z teens regularly use YouTube to find content, while 80% say YouTube videos have successfully taught them something. Other data has shown that Gen Z also prefer to learn about new ideas and products via video rather than text, native ads or other forms of content.

Such an addition may be necessary for Google because the move to mobile is impacting search dominance. Many mobile shopping searches today begin directly on Amazon. Also, when iPhone users need to do something specific on their phone, they often turn to Siri, Spotlight, the App Store or a local app for help.

Google also revealed today how it's using MUM technology to improve image searches using Google Lens.

Source: techcrunch.com