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Google allows brands, celebrities and businesses to post directly to search results

Google has begun trialling a new formula for its search rankings which will allow brands, celebrities and businesses to post directly to search results and may even ultimately allow a dedicated feed to be built directly into the search engine.

The new approach has already been in use for a month after Google enabled US politicians to post interactive campaign pledges and debating points which can be swiped, clicked or tapped to reveal more in-depth detail.

Following the success of this initiative Google will now extend the precedent to include small businesses and potentially even famous individuals and brands although the system remains a test only for the time being.

It is the latest in a long line of innovations to be brought into use by Google as it seeks to build a more interactive search platform for its flagship product.

John Glenday

John Glenday is responsible for compiling The Drum's daily morning bulletin and ensuring that overnight breaking news is covered while you're still brushing your teeth. Can also make a mean cup of tea.

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