Google 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:

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

  And finally, clicks through to the entire post:

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.