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1. Google Lens for Chrome on the desktop
Previously, Google Lens was only available on mobile devices. This enhancement allows users to search, select and ask questions about any visual content on the web without leaving the current tab. It will now be available on the desktop version of Chrome.
What does this mean for marketing?
- Better product discovery: Make sure your visual content is optimised for Google Lens to increase its visibility. High-quality images with clear product details can attract more visitors.
- Don’t underestimate SEO optimisation: customise your images with descriptive alt text and metadata to make them easily discoverable with Google Lens.
2. Simplified product comparisons
Do you like price comparisons or the price comparison feature on your store? Google has taken a different approach and introduced a new card comparison feature. As the name suggests, it helps users compare products across multiple tabs. The AI-generated report consolidates product details, reviews, prices and ratings into a single tab, making online shopping easier.
Marketing reach
- Competitive analysis: Use map comparison to understand how your products stack up against the competition. You simply get a constructive audit to help you optimise your copy. You have the space to highlight the real USPs of your products.
- Promotions and discounts: make sure your pricing strategies are competitive. Highlight promotions and discounts to attract shoppers looking for the best deals.
Source: Google
3. Talk about browsing history
A new feature allows users to find previously visited pages using natural, conversational queries, making it much easier to extract information from browsing history. For example, Chrome can ask, “What’s the name of the ice cream parlour I visited last week?” It will then display relevant pages from your history based on your query. However, the feature does not include data from incognito mode.
“Use of this feature is completely optional. You can simply turn it on or off in the settings,” says Google.
How to use it:
- So they don’t forget you: Use clear and relevant keywords and phrases that users can easily remember and search for.
- Content optimisation: Analyse what keywords people are searching for to rediscover your content. Tailor your website and content strategy accordingly.
Source: Google
