Google’s ubiquitous search engine will benefit from a new bag of tricks after the internet giant unveiled plans to augment the current news, video, image and map results with FAQ, Q&A and ‘how to’ results to highlight popular content.
The added verticals will be prominently positioned to command the full screen on mobile, a far cry from the abbreviated snippets of the existing mechanism, with expandable drop-down answers populating FAQ results and multiple carousel answers appearing below specific search questions.
How-to functionality will populate results with a detailed breakdown of the steps as well as the tools and materials required to attain specific goals.
In doing so Google will draw greater volumes of content directly within its search results, reducing the need form people to navigate to external websites by providing them with a condensed version of the key points in a single click.
Google has yet to roll out the added functionality to its search engine, nor has it clarified whether the functionality will be restricted to mobile variants only.
In addition to aiding its efficacy as a helpful tool for those in need Google is likely motivated by the growing share of ad spend directed toward search, at the expense of display.