Content creators face a challenge with the launch of Perspectives. It is a step in the right direction.
Google tells us that it favors content that is fresh, original and tailored to individual needs.
Creating a feature that rewards content diversity is a great way to encourage a shift in mindset.
Creating trust-inspiring spaces that drive customer conversion and loyalty can be done with unique viewpoints.
Content for generative AI and content for Perspectives
The thought leadership for Search Generative Experience and Perspectives has already been published.
There is a need to talk about the different types of content that can be cited in an SGE result and what makes them unique.
It would be fair to assume that for the accuracy of an answer to be determined, it would need to have support online.
In the case of Perspectives, alternate viewpoints may not align with the mainstream consensus or be in a format that can be presented alongside other cited sources as an SGE response to a user question.
In the early stages of SGE testing, we can see a number of indicators of how the internet giant gathers information. We need to understand these sources in order to our long-term growth strategies.
The general content guidelines that have been around since at least the 2016 version of the search quality rater guidelines can be found here.
Sources not typically ranking on Page 1 are cited by the search engine as proof of the "surfacing hidden gems" language they used.
It's related to Perspectives and how strong content with added value perspectives might not tick all the other necessary boxes to show up on the traditional first page of the search engine.
What should they do now?
We need to be in line with the rhetoric of producing good content for users.
- Ensure a good value proposition and beneficial purpose and E-E-A-T.
- Add unique takes to the content without regurgitating what already exists online.
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The importance of user reviews and third-party product reviews
Online reviews have been important for a long time.
Over the years, the company has become better at understanding sentiment and topics in user reviews
There are review elements within its generative search results for queries, highlighting considerations and elements where multiple reviews have complained about a product.
The query 'best bags for hiking' pulls through reviews and third-party reviews for features such as the size of the sleeping bag compartment, side accessibility, and how waterproof the product is.
Managing your online presence, as well as your own assets, is now more important because of the fact that you can get product reviews from a combination of websites.
Third party perspectives about your product, service, or company are considered authoritative enough for inclusion.
This is a great opportunity to work with the product and content teams to make sure users can accurately forecast their experiences with your brand.
If they are able to forecast the experience accurately, they can decide if the item will meet their needs and not leave them disappointed.
Adding perspectives to travel content
Adding unique perspectives to your travel content is about showing your personal experience in a way that is relevant to your audience.
It's possible to focus on the feelings associated with your travels.
Don't just describe what you see, explore how it makes you feel. Sensory details can be included to achieve this.
Other perspectives that people look for are more practical, such as how suitable a location is for families with strollers, couples, or people who have sensory issues.
User reviews and testimonials can be included on the travel product pages to get this content.
People ask questions or are pulled in by third-party tools. You can find them in your user feedback, user research, and reviews on other platforms related to the hotel.
This approach can also be used on websites like Vrbo.
It is possible that you are positioning your offering as family friendly. You will want to highlight features that matter to parents with children of different ages, such as proximity to roads, whether the pool has guardrails or if babygates are available.
Adding perspectives to ecommerce content
Incorporating user perspectives and reviews into your product pages can greatly improve the user experience.
Users give a glimpse into how your product performs in real-world scenarios.
The "true to size fit" scale is one element that online clothes retailers already have. Would-be buyers are informed if the item fitted as expected or if it was tighter than expected.
This example allows for better forecasting.
Potential buyers can make more informed decisions if you have a dedicated section for customer reviews. Increased conversion rates can be achieved by this.
Customers are encouraged to rate your product.
They used the product. What did they think about it? What can they do to make it better?
These insights give a layer of transparency, social proof and can address common questions that prospective buyers may have.
User-generated content can be used to integrate user views. Pictures or videos of your customers using your products can be very persuasive.
Potential customers can see how the product fits into their own lives if you show it in real life scenarios.
Users can post pictures and videos of the product on your product page.
A sense of community and engagement is fostered by this enhancement to the product page.
Incorporating varying viewpoints into your content
There is a commitment to prioritize user-centered content by the company. Content creators are given a powerful incentive to accept the same mindset.
User perspectives and reviews can transform your website into a trust-inspiring space that drives customer conversion and loyalty.
The guest author's opinions are not necessarily those of the search engine. There are staff authors here.
