google adds new ‘instant content’ feature in search results

Nadir Shaari | 20/06/16

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Google has added a new ‘instant content’ feature into beta, publishing content directly into its Search results.

The significance of this is that we are talking about content that has been submitted by the publisher.

No name

When you submit content, Google hosts it on its own site, on a ‘’ URL – although according to a report in the Wall Street Journal (WSJ), the feature still has no name.

Be seen

The content must not exceed 14,400 words and is held in a new large section of the search results, helping an organisation or a business gain attention by standing out amongst its competitors.

Time deadline

An additional feature of this nameless item is that the content is live and active for only 7 days after which the pages will still be available, but they will no longer appear in the search results.

Image upload

As well as text or copy, up to ten images and/or videos can be included with the content. A middle page which appears is really a zoom in of what is showing on the search results page.

A hidden secret

However, is there something else going on here that we don’t know about? After all, Google is about giving searchers a faster and easier ride?

Apparently, experiments are ongoing and Google are studying different aspects of this feature with other possible uses too. It could be worth keeping an eye out as information trickles in and we get to hear more about this.

AMP or different?

Google also confirmed with Wall Street Journal that this is completely different from Accelerated Mobile Pages (AMP) as Google is hosting this content rather than requiring the brand or publisher to do so.

If you are a verified individual or an organisation, you can gain access to the beta by joining the waiting list.

Next: voice search coming to search console report

Previous: instagram launches one minute video

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