Google shortcuts use personalization and rich content to build next-gen local discovery tool

Kashin / Shutterstock.com Several weeks ago, without much fanfare, Google added new shortcut icons to its mobile app and website. They appear immediately under the search box to provide quick access to current weather, sports, entertainment and restaurant information. These are essentially prepackaged queries, using a range of data behind the scenes, to replace typing with tapping. These shortcuts have quietly turned Google’s local search and discovery experience into a powerful competitor to Yelp. Below is a screen grab of the conventional local-mobile search experience for “lunch near me.” Users see a local pack, a map, organic links and images down the first page (not pictured). Here’s what it looks like — pretty familiar: But when you tap the “eat & drink” shortcut, you get a different experience that brings a much richer set of results. Also on display is the full range of Google’s mobile and location data capabilities. Google is providing personalized recommendations and offering a plethora of other choices Search Engine Land Source

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