The search giant features carousels at the top of Fashion Week search results curated by brands. Google also is letting consumers shop directly from the search results page.

Google is giving its mobile search results a new look for New York Fashion Week.

The search giant is presenting a consumer who searches for “fashion week” or other terms related to New York Fashion Week with a number of fashion-centric carousels that let her scroll through “Live photos from Fashion Week,” “Designers from Fashion Week” and “Shop Fashion Week trends” above the more typical results Google delivers.

In line with the Post With Google test that the search giant launched earlier this year, the search results makeover is enabling dozens of brands and retailers such as Gucci and Tommy Hilfiger to control what consumers see when they search on Google. For example, when a shopper searched “fashion week” she saw a Gucci Google Plus post featuring model Sam Rollinson wearing a Gucci “pre-fall 2016” silk organdy pleated dress. Tommy Hilfiger shared an image of leather nautical boots with a link to its e-commerce site.

As New York Fashion Week begins Thursday, Google expects the carousels to populate with content tied to the events, such as images from the runway, messages from designers discussing their inspiration, as well as behind-the-scenes photos.

“This year in Google search on your mobile phone, you can see the latest styles straight from the runway, hear directly from the designers, shop your favorite looks, see the schedule of events, find related news and follow the action like you’re sitting in the front row—or even backstage,” product managers Cameron Mcknight and Ankita Goel write in a blog post.

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The e-commerce component will rely on an organic version of the paid Shop the Look feature that Google rolled out Tuesday. That effort enables consumers to shop the items featured in the Google Shopping images that brands, bloggers, retailers and publishers post online. The elements within an image must be tagged—by a brand, blogger, retailer or publisher—for Google to return Shopping ads within shop the look.

The changes, which will not impact desktop results (desktop results feature a single carousel that features designers’ posts), are part of a broader effort by Google to test a new way to think about search, says Tim Kilroy, vice president of insight and analytics at search engine marketing firm Elite SEM. “Google is looking to figure out a way to rethink search in a visually driven, rather than textually driven, way.”

In doing so, Google is looking to make search results more engaging, he says. “Google is trying to reassert itself as an engagement leader,” Kilroy says. “It is trying to get users to spend more time engaging with its properties. There’s a lot of exciting stuff happening on Instagram and Pinterest and elsewhere. But the interactivity of search results is pretty low. People get their results and go. This is Google trying to create a more interactive experience by making search results a place for all information.”

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