google-thumbOne of the tests that Google has been working on is a new content platform that they’re calling “Posts with Google.”  This platform could end up having a huge impact on brand searches, for both paid and organic.

Google, a we know, has had their struggles with the creation of their own social network as we’ve seen with the death of Google Buzz and the decline with Google Plus.  But with this new platform, it seemss that there are some social elements to it, although it’s not quite the same as a social network.

On the official site for this platform, Google states the following:

Every day millions of people search on Google, many of whom are looking for information about prominent individuals and organizations. Now we’re experimenting with a new way for users to hear directly from select entities they’re searching for on Google.

Verified individuals and organizations can now communicate with text, images and videos directly on Google. Creating content is fast and simple, and once published, posts will appear instantly in search results related to the publisher. Each post can also be shared on popular social networks.

It seems that the end goal for the new platform is providing real-tie updates from individuals and organizations when a user performs a direct brand search.  This will complement Google’s Knowledge Graph results, which as we know, provides quick information for entities right in the search results.  This is already being done by Google with real-time updates by having official Twitter profiles and a tweet feed appearing for searches for entities.

To take a look at the platform, you can check out the full article on Search Engine Land.