Google is experimenting with a new feature that allows marketers, media companies, politicians and other organizations publish content directly to Google and have it appear instantly in search results.
The search giant said it began testing the feature in January and has since opened it up to a range of small businesses, media companies and political candidates.
Fox News has worked with Google to post content related to political debates, for example, while People.com published posts related to the Oscars in February. Earlier this week, HBO published “news” articles related to fictitious characters in its popular show “Silicon Valley” to promote the season 3 premiere.
Google has built a Web-based interface through which posts can be formatted and uploaded directly to its systems. The posts can be up to 14,400 characters in length and can include links and up to 10 images or videos. The pages also include options to share them via Twitter, Facebook or email.
Each post is hosted by Google itself on a dedicated page, and appears in a carousel in results pages for searches related to their authors for up to a week, a Google spokeswoman said. After seven days, the posts remain live but won’t be surfaced in search results. Rather, they can be accessed via a link.
“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.
On Thursday morning, searches for “Jimmy Kimmel” returned a carousel featuring multiple posts created by the show’s producers, for example. One of those posts, published Monday, featured a YouTube video clip of Mr. Kimmel naming babies live on his show.
Cricket-focused sports site Cricbuzz appeared to be extremely active on the feature, posting to it around every 10 minutes on Thursday morning.