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Search Engine Optimization

How Google’s New Perspective Filter Can Help Your Small Business

By December 6, 2023No Comments

Imagine you’re looking for ideas on how to reorganize your pantry.

You start by searching “pantry life hacks” on Google.

How do you know which articles are relevant? How do you avoid wasting time on content that’s just written for SEO?

You’re not alone in this dilemma. Many consumers are looking for more authentic and reliable sources of information online. They want to hear from real people who have tried and tested different solutions, not from corporations who are trying to sell them something through an AI-generated article.

That’s why Google has introduced a new filter called Perspectives.

It helps you find content from other users who have shared their opinions, reviews, or experiences on a topic. It prioritizes content from forums, social media posts, blogs, and other channels that offer real and authentic perspectives from people who have firsthand experience.

In Google’s words, it’s designed to “show more content made for people, and less content made to attract clicks”.

Check out how the results differ – this is what it looks like to search for “pantry life hacks” without the Perspectives filter:

This is what it looks like with the Perspectives filter:

This is a great update for consumers who want quick and reliable information from other people’s perspectives. But it’s also a huge opportunity for small businesses that want to grow their online presence and reach their target audience.

Here are two reasons why small business owners should pay attention to this update and how they’re uniquely positioned to benefit from a filter like this:

Reason 1: Small businesses can share firsthand experience more directly and authentically than a larger brand or corporation can.

Small businesses possess an inherent advantage over larger corporations: the ability to share firsthand experiences with authenticity and genuineness.

This is a great opportunity to showcase your expertise, the personalities that run your brand, and your satisfied customers. By creating content that offers genuine perspectives, your small business can stand out from the crowd and attract more attention, trust, and conversions.

Reason 2: Personal perspectives could improve your SEO.

As Google prioritizes authentic perspectives, this type of content is likely to gain favor in their algorithm. Similar to Google’s helpful content update, this shift reinforces the notion that ranking high and reaching your audience hinges on creating valuable, original, and engaging content.

If you’re creating content that’s helpful first, it’ll likely resonate with more people. More engagement like this signals to Google that you’re creating content for people first and foremost which can positively influence your site’s SEO.

Keep in mind though that this may be tricky to measure – zero-click results are slowly becoming the norm. It may make more sense to track things like SEO rankings and shares instead of clicks and time spent on a page. The easier it is to take valuable information away from a piece of content you create, the more likely it is to be viewed and shared.

A Niche Small Business Example: Wheeler, DiUlio, & Barnabei

Wheeler, DiUlio, & Barnabei, a law firm specializing in representing individuals and businesses throughout Pennsylvania and New Jersey, exemplify what it means to create helpful, authentic content based on firsthand experience.

Each month, they host a webinar that discusses trending topics in the property damage industry. While they aren’t directly being listed under the Perspectives filter yet, they are positioning themselves well to leverage this in the future because of how they market their webinars:

  • Sending Personalized Emails – The webinar invites come from Anthony at WDB Legal. By including the host’s name in the “From field” instead of just their company name, they’re likely to have a higher open rate on each email they send.
  • Offering a Consistent HostAnthony DiUlio hosts these webinars each month. By consistently representing WDB, he’s able to create more of an emotional connection with his audience than if it was just any attorney from WDB hosting the webinar at any given time. His consistent presence fosters emotional connections with attendees, who build parasocial relationships with him and his unique perspectives.
  • Providing Niche Expertise – The insurance industry is known for its difficult legalese and jargon. But in each webinar, Anthony tackles specific areas of the property damage industry in plain language. This easy-to-digest expertise provides an invaluable resource for adjusters and draws people back for continuous learning.

Key Takeaways

  • Google’s new Perspectives filter reflects a societal shift toward seeking information quickly and easily from trusted sources.
  • Amidst the rise of AI-generated cookie-cutter content, human-first search results are being prioritized more and more.
  • Small businesses are uniquely positioned to benefit from this update as they can easily create content from the people that represent their brand.

At Sweet Rose Studios, we help our clients grow their businesses by staying on top of the latest trends and creating strategies that reach their audience effectively. Contact us today and discover how our solutions can benefit your small business.