Google is experimenting with adding social features to search for celebrities and brands

Google may be bringing a social layer to search, but it’s not interactive like Twitter or Facebook (or even Google+).

Dubbed ‘Google Posts,’ the “experiment” is meant to allow politicians a place on the Web, whether they have one or not. It’s also real-time, and seems to be rather official; Google says politicians have been given access to Posts, so they can communicate directly. Once they create a post, it shows up in search results for their name.

Google says it plans to roll the feature out to other “prominent figures and organizations” at some point, and is currently accepting submissions for a waitlist.

It’s an interesting experiment, but could be another way Google is attempting to move people away from Google+. Search has a much broader audience than any social network, and being able to control the message without receiving feedback will be attractive to high-profile users and brands alike.

➤ An experimental new podium on Google [Google Posts]