The future of Google is more visual, more proactive, and more interested in helping you find new stuff — kind of like TikTok.
The internet is more visual and more interactive than ever. So how does the world’s biggest search engine change to fit the times? By redefining the whole idea.Image: Google
It’s an interesting thought experiment, really: what would Google’s equivalent of TikTok’s For You page look like? Google’s search team doesn’t know exactly, but it’s working on it. And at least so far, it looks like the answer will start to appear on the homepage of Google’s iOS app. That’s where many of Google’s new features are getting their start and where lots of customers are already interacting with Google in new ways.
Liz Reid, the VP who oversees all of Google’s search products, says that people have been using Google in these more indirect ways for a while. Yes, of course, most people still come to answer a question or find a link; words like “Facebook” and “Weather” are the most popular search terms by a long shot. Others come on a longer but more directed journey — they want to buy a bike or learn about the history of the onion. “And then sometimes, people wander,” Reid says.
Once you’ve landed on the results page, Google’s also pivoting away from a ranked list of links into a tool for broadening your horizons. “If you think about our ranking, conceptually,” Reid says, “as you scroll more, it gets worse.” Tons of links used to be helpful, back when Google wasn’t reliably bringing the best thing to the top. Now, Reid says, Google’s good at that bit.
This all gives Google even more control over what you see in your search results. It raises long-standing questions about the bias in Google’s algorithms and its permanently mysterious ranking system but also about Google’s own business model. The company has spent recent years steadily keeping more results for itself, redirecting users to other Google products or simply putting the answer right in the results.
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