How Google’s ‘In-Depth Articles’ feature could affect PR

It’ll be much harder for companies to move damaging articles off their results page, but the feature may make it companies and publications to promote long-form journalism.

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The feature, which Google calls “In-Depth Articles,” offers up links to a set of three long-form articles, usually at the bottom of the search results page. The articles are usually detailed profiles and exposés on companies and their leadership. Companies and high-profile individuals should take notice of this development and understand that it presents a number of opportunities, as well as some perils.

No one but Google itself knows exactly how these articles are selected, but the search engine giant has described them as “thoughtful in-depth content” that “remains relevant long after its publication date.” This is a major coup for traditional long-form publications such as Rolling Stone, Vanity Fair, Fortune, The Atlantic, and The New Yorker, as well as new online-only media such as The Verge, SB Nation, and Slate.

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