Google Insights, a search filter introduced at Google I/O that displays content with insights about your query, is now available on mobile.
Our Insights filter is now available on the mobile web and in the Google search app (US/English for now) where it can be helpful to hear from others. It lets you find videos, images, and posts that people have shared on forum sites and social media communities. Learn more:… pic.twitter.com/LNZJ5K4flr
— Google SearchLiaison (@searchliaison) June 26, 2023
The Insights filter offers search users an alternative approach to gathering the information needed to make an informed decision.
This article explores the main types of content in Google Insights, how effective the search filter is at delivering timely content, and how it shows up in filtered results.
How Prospects results differ from standard SERPs
Unlike standard SERPs, Perspectives combines video, social media posts, news, Q&A, and forum discussions from curated sources to create a compilation of authentic viewpoints on a topic being queried.
Interestingly, after years of debate over whether social signals are a ranking factor, Google is including the number of video views, comments and likes of social content in Insights search results.
Top Content Types in Google’s Outlook
Below are the content search types that users will see when they switch to the Insights filter and how useful each content type is for satisfying a query.
YouTube videos
YouTube videos from product reviewers, customers, and brands are frequently featured in Insights. Search results often show views, length, and age of the video, giving searchers an idea of how popular, deep, and current it is.
Screenshot from Google, June 2023
TikTok videos
Although not as often as YouTube, Google mixes TikTok videos, with age and view count, into Insights results. In one example, Google even featured a TikTok video from their account on a viral trend.
Screenshot from Google, June 2023
Reddit posts
Reddit provides insights for many Google search queries. Users can quickly see the age of the Reddit post and the number of comments in most cases, assuming it’s still publicly accessible.
Screenshot from Google, June 2023
Quora Posts
Posts from Quora, a well-known question and answer platform, appear in Insights with the age of the post.
Screenshot from Google, June 2023
StackOverflow Answers
In addition to Reddit and Quora posts, Perspectives displays StackOverflow answers with their age for some technical searches. This can be especially useful if the user needs the most recent information, as they can choose posts from three weeks ago or 13 years ago.
Screenshot from Google, June 2023
tweets
Tweets about a search query can appear in search results filtered by Insights, often with the age of the tweet and the number of likes received.
Screenshot from Google, June 2023
Instagram posts
Instagram posts, such as tweets, are displayed in Insights, along with the number of Instagram likes and age.
Screenshot from Google, June 2023
Forum discussions
Google sometimes provides Insights in the form of stale forum posts for search queries.
Screenshot from Google, June 2023
Blog posts and news articles
While Google Discover provides searchers with the most up-to-date news, Google Insights provides slightly dated results for queries that could use the most recent information possible.
Screenshot from Google, June 2023
How to rank in Google prospects
You want your content to appear Google Outlook when someone searches for your business, products, services and targeting keywords?
Make sure you’re posting content on the platforms most likely to show up in search results with prospect filtering like YouTube, Reddit, Twitter, and others shown in the example above. Try to include optimized images and videos in most of your social media posts, news articles, etc., as both tend to generate the best social engagement and stand out more in the Insights results. Promote content to generate the social signals that Google Insights shows with results, including video views, likes, and comments. Consider adding a forum/discussion board to your website to create valuable user-generated content and answer frequently asked questions about your products and services.
As you can see from the examples above, Google Insights results can vary from a few days to almost two decades old, so you may want to optimize your existing content in the following ways.
Confirm that your targeted keywords are still the best for traffic and conversions. Add optimized images and videos to existing blog posts, forum discussions, and other editable website content, offering multiple perspectives on your products or services. Edit and optimize the titles, descriptions, thumbnails and visibility of existing YouTube videos. Edit and optimize existing answers on Quora.
To get visibility in Google Insights, create valuable content for your ideal audience and optimize it like the examples above. Once published, keep working on your content until it gets as much social engagement as possible.
Featured Image: Frozen Tones/Shutterstock
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