Google Search Live: an AI tool that’s redefining local business searches

Google is upping its AI game with “Search Live”! Launched on 24th September in the US, this new artificial intelligence-based feature is set to reshape the user experience and online search results. This major shift in search engine dynamics presents a challenge for companies looking to enhance their local online presence. Here’s Partoo guide on all you need to know about this latest Google feature!

What is Google Search Live? It’s a new real-time voice and visual search tool

Google Search Live (or simply “Search Live”) is a new online search feature that simultaneously uses a camera, vocal prompts, and artificial intelligence. It’s a future-ready method for getting answers online and in real-time.

Smartphone in hand, users can undertake complex online searches and get dynamic, real-time results generated in a flash by Google Search Live.

Note:

At the time of writing, Google Search Live is not yet available in France, but is expected to hit our shores soon.

At the time of writing, Google Search Live is not yet available in France, but is expected to hit our shores soon.

How does Google Search Live work?

Google wanted to create an easy-to-use feature that everyone can master:

1. You open the Google app and activate Google Lens (the camera).
2. You point your smartphone at an object, a scene, or a place.
3. You then voice a question about what you’re filming.
4. Search Live’s AI will instantly analyse the image and your vocal prompt and immediately deliver relevant answers directly on your screen.

Google provided a real-world example to showcase the potential of this feature: processing visual and vocal instructions for making the perfect cup of matcha tea.

What’s the difference between Google Search Live and Gemini Live?

These two tools share common features but have some important differences. Gemini Live is a purely conversational AI, while Search Live uses AI, your camera, and voice input.

In other words, when you ask a question, Search Live gives you a verbal answer alongside a slider of relevant web links on your screen. It will then restart its search from scratch if you ask it another question. Gemini Live is different; it’s a chat between you and the AI where you tweak your search as the conversation unfolds.

These two tools share common features but have some important differences. Gemini Live is a purely conversational AI, while Search Live uses AI, your camera, and voice input.

In other words, when you ask a question, Search Live gives you a verbal answer alongside a slider of relevant web links on your screen. It will then restart its search from scratch if you ask it another question. Gemini Live is different; it’s a chat between you and the AI where you tweak your search as the conversation unfolds.

Steps to ensure you’re featured in Google Search Live

The uptick in Search Live, along with real-time visual and voice search, is redefining customer-brand interactions. So businesses must take proactive steps to maintain an online presence and thrive in a new landscape where users can find a product or service by simply capturing an object or problem on their camera and asking a question.

1. Fine-tune your Google Business Profile listings

Perfectly polished Google Business Profile (GBP) listings are becoming a strategic must for any business, particularly if they have a network of outlets or establishments. If the user films a problem and asks, “where can I get this fixed?” or “where can I find a dress like this?”, Google will first and foremost check the quality and completeness of your Google listings’ information before deciding to display your outlet as the best local option.

So, your GBP listing (formerly Google My Business) needs be actively managed if you’re to be the recommended first port of call.

It’s vital you create a complete listing for each of your business’s branches or establishements. To ensure it’s up to scratch, you should provide the following information and update it regularly. In addition to basic contact details (outlet/establishment’s name, address, and phone number), here’s other information to enhance your listing:

• Category: Choose the main category and the most precise secondary categories that will match potential visual and vocal searches (e.g. bike shop and bike repairs).
• Detailed Opening Hours: Add specific opening hours in addition to your usual ones. Google takes note of businesses that include specific opening hours, such as over Christmas, New Year’s Day, etc.
• Products or services: Add all your products or services to your listings.
• Attributes: Select the appropriate attributes to highlight additional features (wheelchair-friendly, on-site parking, different payment methods, etc.)

2. Leverage the power of reviews to enhance your reputation

Lots of businesses underestimate the importance their e-reputation plays when it comes to their Google online presence. The truth is reviews can be make-or-break in terms of how high up you appear in searches and are a deciding factor when users choose a product or service. Google’s AI looks for reliable nearby establishments and values good ratings and a strong commitment to their customers.

There are 2 golden rules to improve your e-reputation:

1. Encourage customers to leave a review: ask your customers to leave a review, whether it’s directly on a site, by email, text, or phone.
2. Reply to customer reviews ASAP. Provide attentive replies, whether the customer is singing your praises or dragging you through the mud.

3. Rethink your online content strategy

The era of simple keyword searches has evolved; voice and visual searches have now joined the pack. You’ll need to implement a strategy where your content provides the user with an immediate solution if you want to remain visible and grab AI’s attention.

Tweak your on-site content to perfection

Optimise your web pages, product sheets, and blog posts. The idea is to include specific content designed to match potential searches that will drive customers to your business.

For example, a cyclist has punctured their tyre and is looking online for a puncture repair kit or ways to repair it. If you want customers to use your bike repair shop, you’ll need to think about the type of questions they’ll use, for example “how to repair my bike’s inner tube” or “how to change a bike brake pad”. Anticipating the range of prompts ups your chances of them discovering your brand, your website, your socials, and your outlets.

Work on your visual and interactive content

Your content needs to be easily crawlable and AI-relevant if you want Search Live to sit up and pay attention. To do this, create visual and interactive content such as:

• explanatory videos (tutorials or video scenarios for example);
• visual guides to compare products;
• high-quality and SEO-honed product photos (alt tags, descriptions).

All these elements are the new “signals” Search Live’s AI will pick up on and analyse when giving a user the most pertinent answer. This type of content will set you apart from the competition and mean you appear in Google Search Live search results. Adopt a “transactional” mindset aimed at users who ask AI to “help me do *this*”, or “tell me where I can find *whatever*…”

Google Search Live is more than just a fancy update: it’s a tech-forward feature that will completely reframe the way users search for and find solutions in real time. For companies, the challenge is twofold: to ensure a meticulously crafted local presence via optimised Google Business Profile listings and to enhance their online ecosystem with visual references that provide real solutions.