Google is now suggesting searches based on recent activity, which is interesting. For example, if you’ve been searching for “WidgetEx 2021” and then search for “Blue Widget Company”, at the top of the “Blue Widget Company” results Google may add in a link saying “Suggested based on your recent activity: Blue Widget Company at WidgetEx 2021″.
“Related searches” and “people also ask” suggestions have been around for a long while, but this is slightly different, and very prominent. I’m not sure if it’s something we can take advantage of in marketing, but it might account for more complex searches bringing visitors to our sites.