Google Perspectives Shows Why You Should Create More Original Content
It seems like AI is taking over the marketing world—everyone is talking about AI marketing tactics, AI analytics, AI images, AI copy and especially AI-generated content. And indeed, AI is an incredible tool that can help your marketing efforts. Time is a precious resource we want to invest rightly to reach objectives and accomplish quarterly goals, but the use of AI still requires a balancing act.
What is AI-generated content?
AI-generated content, sometimes called AI-created content, is computer-developed copy that can emulate human writing and thinking. While this content can be helpful in initial brainstorms, AI simply can’t generate the one thing that’s unique to humans: authentic content.
And that’s the root of what Google Perspectives is. This is Google’s attempt to bring more trustworthy and original content to its search platform. Perspectives is bridging a content gap to allow everyday people a chance to not just share their ideas but be heard.
Original content is fresh and distinct content that is yet to be published anywhere else. It's authentic material from your own unique perspective that shares your voice and ideas; original content is not reposting or sharing an article from outside sources.
But before we dive into creating the right content for Google Perspectives, let’s unpack what this is.
What is Google Perspectives?
Google Perspectives is a search feature that helps users discover different people's voices on varied topics. The design shows real people's original content and discussions across the web rather than AI-generated content or content created by big brands.
As a search feature, Google Perspectives primarily showcases people’s social media posts, YouTube videos, posts from platforms like Reddit and Quora and occasionally a blog article.
You can click a tab to view only “perspective results,” and you may occasionally see a “perspectives section” appear in traditional search results, depending on your query.
Below is an example of a Google Perspectives search for “the Oscars.” The results reveal numerous social media posts, discussion forums and an article of original content highlighting individual’s thoughts.
Another example below for the query, “make your own trading cards,” reveals results with people’s YouTube videos and a Quora discussion.
In Perspectives is essentially Google’s reaction to two things.
Google Perspectives Values Original Content and Applauds Authentic Content
The first reason is TikTok. Social platforms like TikTok have gained incredible audiences by sharing the thoughts of real individuals. Not corporations, not the media, not big brands—but authentic people like you and me.
This is refreshing compared to the last 50 years of media where big corporations and news outlets dominated the messaging. These organizations have been losing trust over the years. Today, most individuals feel brands have an agenda and that individuals are more trustworthy. Social media has allowed individuals to have a voice.
Our marketing experiences have shown us that younger people especially feel this way. They typically don’t want messaging from big corporations as they don’t find it to be authentic. They’d rather hear the perspective of an individual.
The Surge of AI-Generated Content
The second reason that Google Perspectives was created is because of the influence of AI on copy, images and video. Google Perspectives is Google’s reaction to AI-generated content.
Perspectives is all about the different viewpoints of individuals. It’s a place you can go to get the thoughts of real people, not text created by AI.
While Google doesn’t directly say that AI-generated content is wrong, it’s clear that it values original, high-quality content created by humans. Google's latest ranking systems reward content that demonstrates qualities of what it calls “E-E-A-T,” which stands for expertise, experience, authoritativeness and trustworthiness.
Basically, Google wants its search results to display useful content created by actual experts who know what they’re talking about. Google Perspectives is one of the ways the search giant is doing this.
Authentic Content Marketing is Key in Ranking on Google Perspectives
The best way to get your content into Google Perspectives is to embrace the new key to success in modern digital marketing: authentic content marketing.
Don’t rely on AI-generated content on your website or social media. Write, design and film original content from real, authentic people with real perspectives.
Celebrate your team members! Feature your experts’ names on your content. Create author bio pages on your website to make their expertise and credentials clear.
Another key to ranking in Google Perspectives is to avoid duplicate content. It’s important to ensure your content is original and provides unique ideas about a topic. Take the time to brainstorm and develop original content for your website, social posts, ads, images and videos that are useful to your audience. Avoid using stock photos and AI-generated images unless absolutely necessary.
Finally, don’t rely on just one platform. Google Perspectives seeks content from multiple sources, not just your website. Consider expanding your message. While your website is the most important platform for your marketing strategy, modern SEO isn’t just about your website. Add valuable and authentic content to social media posts, YouTube videos and forums like Reddit and Quora.
If your business needs a hand breaking through on Google and gaining more awareness, don’t hesitate to reach out to us. We have a full team of experts in SEO, content marketing and social media ready to give you a hand.
I am ready to rank better on Google!
Drew Harden
CEO and Co-Founder of Blue Compass, Drew Harden has grown and guided the company from a two-person startup in 2007 to one of the Midwest's leading digital marketing companies today. He's a published author, has been cited by PR News and USA Today, and has led web projects that have been honored by organizations like Adobe and American Design Awards.