Ask any of my friends and they will tell you that Hilton is a “No Apple Zone”. I have never been a fan of Apple, even back in the day with the cool multi-coloured Macintosh. I can hear most people saying something like “bru you missing out” or “it’s because you went exposed to it growing up”, “Steve Jobs is…” etc. I don’t deny all that but fact is I am not an Apple fan. My phone is Android, my tablet is Android, my watch Android and my president is… we all know how the Young Jeezy tracks goes. However at times one has to admit when something is really nice – and I must admit the recent Google iOS App update is really really nice. It enables context-aware search with the SERP.

Google just updated its iOS app to bring context-aware searching to any content within search results. This makes it possible for searchers to ask additional questions without having to formulate new search queries.

Here is how Google explains the functionality in the version 7 update.

Say “Ok Google” and ask a question while on any web page to get smart answers about what you are looking at. Try saying “Ok Google, where was he born” while reading an article about William Shakespeare

The app will be able to recognise the context and subject matter of the original search, thereby allowing users to then ask follow-up questions. Search Engine Land’s Greg Sterling performed a search for Santorini Greece at first, and then asked the app as basic question – “What are the best hotels there?”

This allows for a rapid succession of follow-up searches and Greg was able to ask roughly 10 questions in a row about Jimmy Carter. This functionality recognizes that users are typically trying to accomplish complex multi-step tasks when they search for example research about a place and make a hotel booking.

Siri is not able to do this at the moment. Google is one step closer to making search truly “conversational”

* image : Search Engine Land