3 minute read.

Google Related – finding related content as you browse.

Paul Anthony / August 17, 2011

Posted in: Archive

URL: http://www.google.co.uk/related/

Google Related is a new Chrome Extension announced today from Google that shows you content related to the page you are currently on while you browse around the web.

When you’re surfing with Related, you’ll often see a thin bar along the bottom of your screen that offers videos, maps, reviews, latest news and other content that’s relevant to the page that you are on. It also offers an integrated social experience with Google Plus, allowing you to ‘+1’ the page you are currently on, or indeed the suggested results.

For instance, if you’re browsing a page about a restaurant in Belfast, Google Related will assist you by displaying useful information about this restaurant such as the location of the restaurant on a map, user reviews, related restaurants in the area, and other webpages related to Belfast restaurants — all in one place. For shopping results, you can also see price comparisons, and product reviews of similar products for sale when you’re shopping for something new.

As you’d expect, Related doesn’t always show the toolbar – it only appears when there is enough information on the page to determine a single query, which does give some amount of insight into what Google thinks about your pages. This is useful information for marketers in itself. You can also use it as a way to improve the quality of the content on your pages, as if Google considers certain videos and content etc. as ‘related’ , then it follows that your visitors without the extension installed will also see benefit in some of that content making its way into your pages. If its good for the goose its good for the gander, so to speak.

For small businesses who haven’t yet sat up and taken notice of Google Places, or the importance of getting positive endorsements and reviews, this could make a huge difference. Not only are those reviews potentially going to be available in the search engine results, but they will also now be displayed front and centre on those websites for visitors who install the related extension.

Interestingly, as this is likely to keep people bouncing between publisher sites, and off the main search engine results pages,  we can assume that this is yet another move by Google to leverage the power of Chrome in pursuit of wide adoption of their social effort, albeit with the guise of content discovery outside of their main engine.

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