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You are here: Home / Google / Google Adds New “Instant Content” Feature in Search Results

Google Adds New “Instant Content” Feature in Search Results

April 29, 2016 at 5:40 am PST By Jennifer Slegg

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google postsGoogle has launched a new feature into beta where Google will publish content directly within their search results… content that is supplied by publishers.  The content is in a new large section of the search results and can make a person or an organization stand out.

When publishers submit their content, Google is actually hosting this content on its own site, on a posts.google.com URL.  The articles are currently limited to 14,400 words. In addition to the text, up to ten images and/or videos can be included.

Here is how it appears in the search results:

google posts 1It then leads to an expanded version of the teaser post:

google posts 2  And finally, clicks through to the entire post:

google posts 3

It is a bit unusual that Google is having that middle page that is essentially a zoomed in version of what is showing on the search results page.  Since Google is about usability and making search fast for its searchers, there could be a hidden purpose to that middle page.

Another unique aspect is that the content is essentially live and active for only 7 days.  After that, while the pages will still be available, they will no longer be served in the search results.

According to a report in WSJ, this feature doesn’t have an official name yet.

“We’re continuing to experiment with the look and feel of this feature, including exploring other potential use cases,” according to a statement from Google. A Google spokeswoman said the feature doesn’t yet have an official name.

Google also confirmed with WSJ that this is not AMP, this is something completely different, since Google is hosting this content rather than requiring the brand to do so.

If you are a verified individual or an organization, you can request access to the beta by joining the waitlist.

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Jennifer Slegg

Founder & Editor at The SEM Post
Jennifer Slegg is a longtime speaker and expert in search engine marketing, working in the industry for almost 20 years. When she isn't sitting at her desk writing and working, she can be found grabbing a latte at her local Starbucks or planning her next trip to Disneyland. She regularly speaks at Pubcon, SMX, State of Search, Brighton SEO and more, and has been presenting at conferences for over a decade.
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Latest posts by Jennifer Slegg (see all)

  • 2022 Update for Google Quality Rater Guidelines – Big YMYL Updates - August 1, 2022
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  • Google Updates Experiment Statistics for Quality Raters - October 6, 2020

Filed Under: Google, SEO

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Comments

  1. Tad Chef says

    May 2, 2016 at 3:46 am

    Yeah, in future all content will be hosted on Google itself. It’s a matter of time. Publishers will be just servants of Google. Google will be a destination not a tool to find the best links.

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Jennifer Slegg (2052)

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