Last week Google rolled out a new feature on the main Google Search results page to help users find in-depth articles that are relevant to their search. The feature was created in response to their research that indicates about 10% of users’ daily information needs require more than just a quick answer.
To see what this new feature looks like for users that are searching for a broad topic, like cloud computing, there’s a new block of results that will look like this:
As you can see, the articles pulled here are from journalism heavyweights Bloomberg Businessweek, The New York Times, and The Economist. It appears that all of the in-depth articles are non-commercial content, and that nothing marketing or sales related will be included.
So why is this still important for B2B marketers? This could be a great new tool if your website includes articles that promote your expertise on a given topic. With the technology buying process accelerating, and prospects researching solutions and services earlier than ever, it would be wise for vendors to start establishing their thought leadership with engaging content if they haven’t already. Creating great content that isn’t a sales pitch is going to be one of the best ways to build trust with a wide audience, and this new Google feature seems like an effective tool to help promote your earned and owned media.