A look at where Google can get in 2021.
Despite a year of turmoil and a shock to ad revenue, Google is more important than ever. Google is the fourth most valuable brand in the world, according to the Best Global Brands 2020 report released recently by Interbrand. And while Google reported the first drop in ad revenue due to COVID-19, the company also made a dramatic comeback when the Justice Department attacked the company with a massive antitrust case. You can never trust Google. Google will look even stronger in 2021, thanks to its reach, leadership, and ingenuity. We can expect that from Google.
Google invests to protect ad revenue
Although Google is very diverse, 80% of its revenue remains based on the ads, search results, and properties it owns. Google is still investing in new online advertising features. For example, Google is testing broader features in paid search ad headlines to improve performance and increase paid search revenue. Google also wants to offer more ways to turn users into search results, like the main Google form and Google campaigns. Google wants to show the value of its platform to advertisers by controlling the entire customer journey, from exposure to pressure.
Another way for Google to protect its advertising revenue is to encourage devices. A good example: Google’s investment in the security company ADT. Why did Google take this step? Google is not interested in home security. Google wants ADT engineers to be more adept at installing Nest devices, Google’s smart thermostats. Many Nest owners are unaware that a Nest thermostat contains a microphone and a speaker, a Trojan horse for various Google Home speech devices. From there, you can easily see how people search with Nest Voice. Google, in turn, collects more information about its customers to improve its advertising products. And Google can even advertise.
Google also wants to convince users to use Android devices. That’s why we’re seeing Google develop features, like verified calls, that tell you why a company is calling you. Google wants people who use these devices to feel more comfortable in the Google ecosystem, where it is most advertised.
Google will enter new markets
Google is a global company. And more and more he behaved like that. Google recently announced a $ 10 billion investment in India as a sign of its determination to expand globally. In particular, India offers an excellent Indian opportunity for Google and its many services, including Google Cloud, Education, and other services. For Google, growing means expanding your footprint. And India, the largest democracy in the world, is a good place to start.
Location is very important to Google
2020 reminded us of local businesses that are valuable to Google. We are seeing a massive increase in services to help local businesses stay open during COVID-19 (I recently wrote on Search Engine Land). What particularly impressed me was how quickly Google made these changes. Google needed it. Local search remains an essential activity for Google users. Google had to protect its territory.
Google also wants to make GMB signals more essential for entrepreneurs. For example, Google has expanded GMB’s commercial messaging capabilities, making it easier for businesses to update GMB profiles and giving owners easier access to performance ratings.
We also saw Google invest in Google Maps updates, another sign of Google’s investment in the site. Google is also making Google Maps more relevant today, reconstructing traffic data to help people travel during the pandemic.
In 2021, Google will work even harder to build relationships with local businesses.
Google is working hard on healthcare
Google exerts a lot of active pressure on the healthcare sector. Google now operates a cloud to help healthcare systems enter patient data and manage Google’s data algorithms in a HIPPA manner. As the pandemic continues to shape our lifestyles, I see Google becoming a stronger partner to help healthcare systems leverage patient data to improve outcomes. I suspect that if Google can fix privacy issues, it will be in a good position to help, thanks to the power of its cloud platform and the sheer number of scientists.
I also see that Google is giving the virtual service a stronger boost. Health systems have been promoting virtual care for years. Patients weren’t always interested in telemedicine, but that has changed and Google knows it. For example, Google has partnered with Amwell to provide healthcare solutions used on Google Cloud. Google is not entirely altruistic here. Telehealth provides Google with a way to help healthcare systems collect patient data, including overall lifetime value, which is one potential benefit to Google ads.
Education is ready for Google and primary and secondary schools are hit by the pandemic. And Google is responding. Just in time for the 2020-2021 school year, Google expanded its virtual learning platform, Google Classroom, with 50 new features, including more controls to make online learning safer. Anyone who has high school kids at home appreciates the reality of trying to learn in a safe environment. Google responds.
At the same time, I have also been affected by Google’s recent changes in higher education, an industry hit by the pandemic. Google’s new certification program takes just six months and costs a fraction of the cost of a four-year course. And Google is putting its money where it speaks, as these new career certificates equate to a four-year degree in related work. I hope Google will expand this program in 2021 with a more diverse curriculum.