Marketing in the Age of Google: Your Online Strategy IS Your Business Strategy, Revised and Updated

BLENDED SEARCH: IMAGES

One common type of blended result is images. To see the value of blended image search results in action, let’s take a look at a trip I took to Bologna while I was writing the first edition of this book. I had heard that I should visit the church of San Luca, but I knew nothing about it. So, I logged on to Google and typed in [San Luca Bologna], hoping to find a description and perhaps a map. But Google (likely based on the clicks of millions who had come before me) knew my intent even better than I did and showed me not only descriptive details and a map but also images (Figure 5.10).

Figure 5.10 Google Image Search Results for [San Luca Bologna]

Source: Google Search

Even though I didn’t know I was looking for them, the images caught my attention first (even though I had been specifically thinking I was looking for a map!). I clicked on one of the images and came across a Telegraph article about Bologna, which in turn led me to some great information about local hotels, restaurants, and shops (Figure 5.11).

Figure 5.11 Acquisition from Google Image Search Results

Source: Google Image Search

And so, blended search and public relations have joined together with search to bring more visitors to the businesses of Italy. (See Chapter 9 for more information ...