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07 Jun 2013

Seo For Google Glass

Every so often a new technology or media platform comes along and reinvigorates (or infuriates!) marketers. In addition to adapting to Google’s ever-evolving set of rules and guidelines, in recent years we’ve had to add an understanding of social media and mobile as well as rebuild our websites to include responsive design. Well – we’re not out of the woods yet – not by a long shot! Enter Google Glass…

Google Glass and the Wearable Computing Revolution

Google Glass is a pair of frames that include a video camera and screen propped up in one corner of a person’s vision, enabling people to search for information, take photos and share content with a series of voice commands. Make no mistake; Google is launching Glass in order to be at the leading edge of the next huge trend; wearable computing. While Head-Up-Displays and Augmented Reality have long been a staple of science fiction, we are finally entering an age where the technology to make unobtrusive, portable computing possible is here. So, why does this change everything for online marketers? To find out, let’s have a look at the way in which Google Glass search differs from traditional search:

How Google Glass Search is Different:

1.) It’s voice activated only
2.) Search results are served in the form of ‘cards’
3.) Long form content is out
4.) Search rankings and suggested results are different to desktop
5.) Glass is for finding relevant information, not for browsing the web
6.) Glass is heavily weighted towards location search

Google is betting big that Glass is just the tip of a very big iceberg, and while it’s clear that early adopters are the target audience for the first version of the product, rest assured that similar products will become mainstream once companies like Apple, Samsung and Sony enter the fray. We’ve already seen that search is moving from desktop to mobile; what will it mean for online marketers when the bulk of search is conducted via a product like Glass?

Tip #1: Google Glass, Google Plus and Google Now are Siblings

When Google Plus (Google’s social network) was launched at the Google I/O 2011 conference, there was plenty of excitement. The same could be said for the launch of Google Now (Google’s voice-based search application) in 2012. Fast forward to the 2013 release of Glass, and the search giant’s strategy is becoming clear; Google is building an integrated system that provides relevant results, social sharing and location-aware suggestions on the go. The takeaway for search marketers is that both Google Glass and Google Now pull results that incorporate Google Plus information, and the sooner we learn how to take advantage of Google Plus, the better.

Tip #2: Social Media and Location is King

If you haven’t been spending time learning the ins-and-outs of Google Plus, now is the time to do it. Why? Because Google is using Plus to order its search results and rank the authority of authors, while Google Now is pulling information from Plus in order to provide relevant search results alongside location specific suggestions. The Panda SEO updates have made it clear that social media is becoming a huge factor in determining relevancy and quality, and while Google may claim to be unbiased, it’s very clear that an emphasis will be placed on Google Plus. Your clients need to be on Plus, and they need to be taking advantage of every aspect of Google’s location search (including using the locations.kml file).

seo for google glass

Tip #3: How We Speak is Different to How We Write

A typical search engine query is usually written as a string of relevant keywords with the aim of hitting upon the right combination that will elicit a useful results page from Google. However, when people use voice-activated search, they tend to ask questions or issue commands using natural language. As search moves from primarily text-based desktop to voice-based mobile, the on-page optimization of your site is going to have to change in order to remain relevant. That is a big challenge that lies ahead of search marketers!

What is your take on the launch of Google Glass? Do you think that wearable computing is going to become mainstream in the near-future, or is it just a fad that will disappear? How are you altering your search strategy to take Google Plus and Google Now into account? Share your thoughts with us in the comments section; we’d love to hear from you!

Jacob E. Dawson works with Delivery Hero, a food delivery platform you can try out here. Jacob is an entrepreneur and inbound marketing consultant with a passion for creating value! Follow Jacob on twitter @jacobedawson and on Google+

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Search engine marketing expert with 15 years of experience in the industry, working with small mom and pop shops as well as large corporate websites. I have experience with all aspects of inbound marketing, including SEO, Link Building, Social Shares, Usability, Conversions, PPC, Email Marketing, and more.