When Google launched Plus, it made it pretty clear that Plus itself was just one facet of Google’s social plans. Now, it is ready to unveil the other major component. Google Plus will soon become an integral part of Google Search – the core product on which Google built its empire.
Amit Singhal, the person who has shaped Google Search for more than a decade, wrote, “We’re transforming Google into a search engine that understands not only content, but also people and relationships”. Google has been experimenting with Social Search for over two years. However, empowered by its own social network, Google is now going to go where it couldn’t or wouldn’t go earlier. It is dubbing the new experience as “Search, plus Your World”. It centers around three crucial features.
Personal Results: Just as the name suggests, Google will tap into your Google Plus circles to fetch content created and shared by your friends. Looking for a place to party on a Friday night? Google can pull up places your friends have visited along with their comments. The objective is to add more context to information so that the search results do a better job at answering your queries.
Profiles Search: Google is adding profile autocomplete that will scan your circles to suggest friends, in addition to celebrities and other public personalities. “So when I search for [ben smith], I now find my dear friend Ben every time, instead of the hundreds of other Ben Smiths out there”, explained Singhal. The results themselves will also have tight integration with Google Plus. The results will be hyperlinked to Google Plus profiles, and you will be able to add people to your circles directly from the search results page.
People and Pages: The new Google search results page will have a little sidebar called “People and Pages on Google+” that will highlight personalities and communities related to your search term. For example, if you search for music you will see profiles of popular singers and musicians like Britney Spears and Alicia Keys.
“Search, plus Your World” is possibly the most radical update to Google Search ever. Make no mistake about it, as it begins rolling out to the millions of Google users across the world, ramifications are going to be felt. Most people resist change, and even the smallest of them often triggers vociferous protests. Google’s new personalized search dramatically alters search results, and often pushes Google Plus in your face. While there are plenty of cases where a personalized result will be more relevant, there are plenty of occasions where they will in fact be detrimental. Personalized search often creates a myopic world where new and useful information is buried beneath the familiar and old. So it’s no wonder that some people are going to hate “Search, plus World”. In fact, lots of people are going to hate the new Google Search. Fortunately, Google also realizes this. For the first time ever, it will be really easy to opt out of personalized and social search. With the click of a button you will be able to toggle between global results and your personal results, on a query to query basis. You will be able to see and judge the pros and cons of personalized search for yourself.