Google Rolls Out Olympics Update Across Search, Assistant

The move serves to underscore how search has evolved from a list of blue links — and why that matters to marketers.

Google has launched Olympics-themed features across Search, Assistant, YouTube, and more in a bid to engage users worldwide during the event — as well as aiming to make Google the go-to source for Olympics news over its competitors.

When users search for “Winter Olympics,” they’ll see the latest events and winners automatically at the top of search results. Google will pull in content like medals won by country, as well as suggesting a “daily recap video” from YouTube right at the top of the page.

Finally, Google Assistant is now prepped to answer questions about the PyeongChang games, allowing enthusiasts to ask everything from names of medal winners to event air times.

“No matter how you’re asking — on your phone, speaker, TV or other enabled device — the Google Assistant can keep up with all the important Olympic details,” Google said in a blog post.

And while this update is primarily aimed at keeping people engaged and in the know during the Olympics, the way Google is pulling in content from YouTube and other platforms — and moreover, displaying information in the knowledge card at the top of search results — underscores the way that search has evolved from a list of blue links to a platform for delivering structured answers such that searchers don’t need to click through to a webpage at all.

If businesses fail to present their information accurately, broadly and comprehensively such that they show up in the knowledge graph, they risk missing out on customers and sales — after all, approximately 80 percent of customers prefer to turn to a search engine when it comes time to look up information about local businesses.

For marketers who may not know where to start: Read more here about ranking in the knowledge graph and about featured snippets and why they matter to marketers.

About The Author
Lauryn Chamberlain Lauryn Chamberlain @laurynchamberla

Lauryn Chamberlain is the Associate Editor of A New York City based journalist, she specializes in stories related to retail, dining, hospitality, and travel.