Google could allow charities to post directly to search results

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Google is trialling a new formula for its search rankings which could eventually let any brand or organisation – including charities – have a dedicated Twitter-style feed built into the company’s search engine results.

Google started the trial in the US last month when it allowed politicians to directly post campaign messages and key points into the search engine. Viewers can then click on the ‘results’ to read more in-depth articles.

The trial appears to have worked well as media reports suggest Google is set to offer a similar service to a wide section of businesses and organisations, albeit still under test conditions.

The individual posts can be shared from the search results page but users are not allowed to comment on them.