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Google Expanding Results With Lens & Circle To Search And AI Overviews

May 15, 2024

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Google’s updates keep rolling with the latest enhancements to Google Lens and Circle to Search, increasing links, AI overviews, and panel knowledge information to search results.

Google’s latest updates aim to provide more interactive ways to search, making them more graphical and increasing search results information.

VP of Engineering at Google, Rajan Patel, explained:

  • “The expansion of results types offers more websites the chance to appear and receive clicks, provided they have the best information for the visual question.”

Here’s what he said on X.

And here’s what it looks like:

Rajan further explained:

  • “If you search for a photo of a landmark with Lens, the results now include a knowledge panel and web links about that place, as though you had searched for the name of the building itself.”

He also emphasized how it will help increase ticks:

  • “What’s great is that by broadening the types of results we’re showing, it gives more websites the opportunity to show up and get clicks, if they’ve got the best info for that visual question. It also helps us answer a broader set of questions than we could in the past,” he added.

Cool stuff in the pipeline

Rajan also hinted that the Google Lens and Circle to Search results will expand into more categories:

  • “In the weeks ahead, you’ll see more updates to visual query results, including helpful filters for different types of content, similar to what you already get on Search for text queries,” he wrote.
  • “These changes are part of our ongoing work to bring the helpfulness of AI into Search, allowing us to better understand what’s shown in an image and then using that context to bring you more relevant results.”

What are the benefits to users and site owners? 

The benefits of the coming upgrade to Google Lens and Circle to Search allow users to snap a pic and search using Google Lens, increasing how we search for information.

Other benefits to site owners and users:

  • Websites with the best information relevant to the visual can increase their chances of appearing in search results and receiving clicks. 
  • Richer results can expand into more categories.
  • New helpful filters for various content types, like text query searches.

Google has made no secret that site owners and SEO professionals must navigate the recent flood of Google updates, resulting in sinking rankings and lost traffic, by providing relevant and helpful content.

The new search result expansion might offer a lifeline as more links become available that could drive more traffic to those affected sites.  

Terry O'Toole

Terry O'Toole

Terry is a seasoned content marketing specialist with over six years of experience writing content that helps small businesses navigate where small businesses meet marketing - SEO, Social Media Marketing, etc. Terry has a proven track record of creating top-performing content in search results. When he is not writing content, Terry can be found on his boat in Italy or chilling in his villa in Spain.

SEO Power Plays

Read by 10,000+ world-class SEOs, CEOs, Founders, & Marketers. Strategy breakdown: monday.com's 77% traffic boost 🚀 + Industry news and expert tidbits every Wednesday 🔍 + in-depth SEO strategy tips every Sunday ✨