More Google Search features are coming, and they’re not just all about generative AI – a much-hyped artificial intelligence (AI) that converses and creates content with you. This time, the Google Search update focuses on helping you find people-generated discussions directly from the search engine results pages (SERPs).
Aptly called the Perspectives filter, users can now see unique “expertise and experience” from real people all around the world. Granted, this Google SERP feature is only available for mobile users at the moment. But should you prepare to rank better in this filter?
Well, our short answer is yes, and we’ll explain why.
Vying To Improve Search Results Further
The search giant has been hard at work pumping out Google SERP features these past few months, including:
• Search Generative Experience: Integrating generative AI capabilities to their Search.
• Google Lens: Allows you to search directly from your mobile screens.
• Travel and Product Search: You’ll now see snapshots of information from across the web, such as reviews, photos and business profile details.
All these are either rolled-out or beta features that leverage generative AI to improve search results, relevance and user experience. However, Perspectives is a Google project that wants you to see real people’s ideas and discussions (not AI-generated content) across the web.
Image: The Keyword by Google
According to Google, “this feature helps people better understand a [news] story by surfacing a variety of noteworthy voices and sources.”
This means authoritative sources from various content platforms (and not just blogs and websites) get a chance to shine in Google’s organic search results.
Here’s how you can enable the Perspectives filter on your mobile device:
1. Use your Google mobile app. It’s available on both the Google Play Store and Apple App Store.
2. Look for the Perspectives filter at the top of your Search results.
3. Tap the filter to see the content available for you.
This is how the new Google SERP feature looks in real time:
Filters have always been a big part of the SERP experience. The most popular filters we’ve been using are images, videos, related topics and SafeSearch, a special filter that blurs out explicit results.
With Perspectives, you’ll further refine your results to see the most helpful information that real people have already shared.
The filter is crucial for brands to “Understand and connect with diverse audiences, leading to stronger customer relationships and increased loyalty,” said Ken Romero, Thrive’s SEO Strategist.
Romero also pointed out that Perspectives allow brands to avoid potential biases and stereotypes, ensuring an inclusive messaging and communication strategy.
The Big Reddit Blackout
But why did this Google project even come about in the first place?
If you’re following the news, major Reddit communities protested against Reddit’s profiteering off the user-generated wealth of knowledge by charging access to its API. This meant third-party developers who plan on using Reddit’s data had to pay for the privilege.
The move led to a massive blackout, with popular subreddits such as r/cooking and r/homeimprovement closing their doors to non-members.
For many years, Google Search features have offered snippets and answers from subreddit communities.
For example, if you’re searching for tutorials on how to fix your morning hair, a niche r/ community probably has an answer for you. However, as the blackouts happened, less and less of this repository became accessible for Google’s crawler.
Hence, the Google SERP features less Reddit content, much to the detriment of many users.
This Google Search update fixes the engine’s overreliance on Reddit by sourcing and displaying diversified information from more platforms.
What Content Will You See?
The organic search results from the perspective of the Perspectives filter is much more dynamic and alive. This is because instead of the traditional 10 blue links on one page, you’ll get a mix of content that will improve Search results interfaces.
This is what the future of Search looks like starting with this Google project:
Screenshots from Google iOS
You’ll see tons of YouTube videos on the topic you searched for. This spans from reviews and tutorials to aesthetic ASMR ones.
To help you pick the best video, the Google SERP features the following details:
Search engine optimization (SEO) is about optimizing video scripts, descriptions and titles. These elements are also crucial aspects of SEO content writing services to improve video visibility regardless of whether the Perspectives filter is on or not.
Blogs and News Articles
While you can’t see them from the screenshots above, I still saw rare blogs and news articles about mashed potatoes. So, yes. Old-school articles still have a place in this shiny, new filter and the future of SEO content optimization.
Here’s a screenshot of a separate Google search on ChatGPT showing an article from Ars Technica:
Screenshot from Google iOS
Social Media Content
Content optimization for SEO is no longer limited to websites and web pages. As you can see, social media content frequently pops up on the SERPs with this filter. Google Search features content from various platforms, like:
We noticed that many organic search results were in video format, whether long-form or short-form. Depending on the search query, you may also see GIFs and images.
Community and Forum Answers
The Reddit storm has passed, and most communities are accessible again, so you’ll see relevant Reddit answers on the SERPs once more. Other forums like Quora are featured in this Google Search update as well.
SEO content writers who leverage these platforms can breathe a sigh of relief as their content will likely be displayed more prominently.
Perspectives and the Future of SEO: How To Rank Better in Search Today
This filter has great potential, but it’s not easy to rank high in Perspectives.
So, what should you do to prepare for the future of SEO content optimization? Our experts offer some advice:
1. Publish Content on Relevant Platforms
For brands and businesses, landing pages, websites and pages aren’t the only domain you should care about.
“Consider adding recent, timely content that might answer emerging questions and searches. The filter seems to value recency for some searches,” said Don Gruspe, Thrive’s Demand Generation SEO Specialist.
Google recognizes social media and video platforms as vital sources of information through the Perspectives filter. We recommend content optimization for SEO through your captions, hashtags and titles, ensuring your content captures relevant searches.
So, should you hyperfocus on the Perspectives filter? Gruspe suggested otherwise:
“Don’t neglect traditional SEO even as you target the Perspectives filter. Strong overall SEO should improve your chances of ranking.”
2. Add a Forum or Discussion Section on Your Website
You can also do what Reddit and Quora do best: user-generated content (UGC).
These reviews, discussions and opinions are a great way to engage with potential customers, but they also provide unique content optimization for SEO opportunities.
Here’s a discussion from r/Cooking that Google Perspectives deemed authoritative enough for my “mashed potatoes” query:
Screenshot from Reddit iOS
By allowing users to post on your website’s forum or discussion section, you can generate evergreen, SEO-friendly content that improves your visibility.
An SEO content writing service also positions your company in your forum as a helpful expert for users that need help with your products and services.
3. Optimize Your Content for the Perspectives Filter
We’ve observed this Google SERP feature loves images, videos and other non-text assets. This is probably because Google wants to double down on displaying human-generated content.
Ever since the influx of AI content, it’s hard to sift through fluff on Search today. That’s why your SEO content writing service should also be creative enough to develop relevant, captivating assets like videos and images.
Take a look at this multi-location property restoration company. Aside from content optimization, they also optimized site speed and review generation. The increased UGC and easier indexing improved their organic traffic (+107,614), impressions (+24.9 million) and new website users (+276,457).
Massive Increase in Organic Traffic: Multiple Location Property Restoration Company
A great way to achieve this is by focusing on quality over quantity.
“Google will likely prioritize unique, helpful perspectives over content made solely to attract clicks.” That’s why you must “leverage the expertise of your business, staff and customers in your content,” Gruspe said.
He noted that first-hand experience and expertise seem to be valued in the filter.
Additionally, you may want to monitor how your content performs in the Perspectives filter. SEO tools today haven’t put this filter in their monitoring system, so it’s best to check back regularly on it to see how your content performs. And then, if you see high-performing content, analyze why that happened and see if you can replicate its results with your other content.
4. Promote Your Content
The first mashed potato YouTube video had more than 1 million views. This was followed by a YouTube Short with over 8,800 views. And then a TikTok video with more than 13.2 million views.
See the trend?
These are all popular content with strong social signals. So, if you want to rank higher in Perspectives, you must heavily promote your content, actively building social media accounts and implementing search marketing.
We suggest you try to cross-promote your content through all the platforms you can access – YouTube, TikTok, Instagram, Twitter, Reddit and more.
Unlock the Future of Search Today With Thrive
As we said, the Perspectives filter is just one of Google’s extensive upgrades to their search experience. There’s much more to look forward to, which means countless optimizing and reoptimizing of your content. We suspect the Perspectives filter is just the beginning of a more alive SERP experience, so it’s best to optimize your content around it.
If you find this overwhelming, Thrive Internet Marketing Agency is here to help. Our SEO content writing services are designed to work across channels so you can leverage them all in Perspectives and beyond.
With Thrive’s creatives, SEO content writers, strategists and developers, your content is maximized, seen and enjoyed by the people that matter to your business.
Get your free proposal for a future-proof SEO plan now.