HTML5, Google TV And Search Marketing

As I look back over the last few months and consider the developers' conferences for Twitter, Facebook and Google, along with Apple's iPad / iAd introductions, I've got to say that the first half of this year has been nothing short of breathtaking. 

At the I|O Conference last week, Google made it abundantly clear it's going after Apple (and many others), and that it's all in for HTML5.  It's also clear Google is all in for TV by officially introducing Google TV. One last thing Google is all in for is mobile, having announced a new Android OS.

One thing the company doesn''t seem to care much about any more is search.  That is, it would be easy to conclude that, since search per se didn't come up once during the conference.

But it's easy to see why all the things Google is all-in for plays into its core search strength.  Before I elaborate on this point, however, consider some numbers:

  • More than 100,000 Android-enabled devices are being sold every day, overtaking sales of the iPhone worldwide.



  •     While there are one billion computer users globally, there are two billion mobile users.  And as more and more searches emanate from smart phones these days, its getting easier to imagine these outpacing computer-based searches.     

  •      Moreover, there are four billion TV users around the world; in the U.S., folks spend, on average, five hours per day watching the old boob tube (that's an old-timey term for TV, not porn.)

  •      According to Google, $70 billion is spent on television advertising in the United States alone.

    So, yeah, it's easy to why Google is all about these other things:  it all comes back to the company's core search advertising strengths.  The embrace of HTML5 similarly plays to its core strength while also improving the prospects of another key Google priority: YouTube (the boob tube of the 21st century).

    A key reason why HTML5 is a darling not only at Google, but also at Apple and Microsoft, is that the as-yet unratified Web development language supports, among other things, video, graphics and audio.  Which means search engine crawlers are now able to index all those bits of Web sites that were formerly unindexable (like Flash animations or Flash-enabled video.)  Moreover, because these bits can be tagged via HTML5, they can be indexed more accurately.

    As search engine optimization pros struggle to understand how to optimize sites for Facebook's Open Graph, which was announced only a few weeks ago, they must now also contend with migrating to HTML5 -- and fast.  Those that lag might potentially see a diminution in search rank as more nimble sites make the transition faster. 

    And what about Google TV?  First, watch the video.  Then, consider all the ways in which Google might use its expertise in marrying just-in-time ads generated from its bidding platform with all the intentions we might express when doing searches (powered by the Android OS and the Chrome browser) via Google TV.  Though I imagine the company is going to be more focused on content-network-type advertising (potentially expanded to enable the just-in-time placement of interstitials in YouTube videos), there may also be appropriate ways to include text ads from AdWords.

    You will also be able to visit a favored Web site via Google TV and instantly turn that into a widget displayed on your TV screen, essentially creating a new TV channel that you can tune into any time.  Add to that all the apps from Google's app store that will accompany Google TV, and your TV will now go well beyond what your cable provider makes available.

    Many of these apps have the potential of bringing social networking components to televised entertainment such as HitPost, a social app focused on sporting events which also provides the potential of highly targeted advertising.  Advertisers of all stripes will have better targeting capabilities via multiple channels (both literally and figuratively) with much -improved measurability.

    For brands willing to serve as the early adopters of Google TV advertising opportunities, potentially big rewards -- and pitfalls -- await.  In terms of HTML5, however, that's a bandwagon all search marketers need to jump on sooner rather than later. 

    The landscape is changing more than ever before, and it's important that search marketers move -- fast -- in order to maintain or advance competitive advantage for its brands.  And this is just the beginning.  Change just keeps on coming.

  • 7 comments about "HTML5, Google TV And Search Marketing".
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    1. L john Yarusi from Olive LLC, May 24, 2010 at 11:19 a.m.

      What a keen point - I agree the fist half of 2010 as been nothing short of amazing... This is a wonderful and challenging time to be in business of communication and media...

      Can't wait to see where all this will lead...

      Many thanks for your post...

      John Yarusi
      aka @JohnnyBoyOlive

    2. Art Prioletta from Whats Up Interactive, May 24, 2010 at 1:49 p.m.

      Very informative post. I agree that it is important to understand how search works with HTML 5.0. I wonder if there are any good places on the Web for information on this.

      Thanks for your post.

    3. Marcus Miller from AdWise Group, May 24, 2010 at 2:01 p.m.

      "In terms of HTML5, however, that's a bandwagon all search marketers need to jump on sooner rather than later."

      How do we jump on a bandwagon that hasn't been built yet?

    4. Derek Gordon from Re:Imagine Group, May 24, 2010 at 4:07 p.m.

      Hey Marcus - Plenty of sites have already migrated to HTML5 -- notable among them -- even though it isn't yet officially ratified. There's plenty of guidance for web developers to use as they undertake updating their sites, starting with: - Derek

    5. Derek Gordon from Re:Imagine Group, May 24, 2010 at 4:45 p.m.

      One more coming resource: a friend and colleague, Tantek Celik is developing a tutorial (booklet and video), which he intends to complete by the time he speaks at the Voices that Matter Conference June 28-30th @ UCSF Mission Bay Conference Center in San Francisco.

      You can follow his tweets at @HTML5Now or @t.

    6. Derek Gordon from Re:Imagine Group, May 24, 2010 at 5:16 p.m.

      Sorry: one more resource for HTML5: The Standardista Blog is good, I think.

    7. Kyle Lake from Done In Sixty Seconds, LLC, May 24, 2010 at 8:28 p.m.

      Very interesting. Google seems to be spreading way beyond their core competency scope but I guess if you're as big as they can do that kind of thing. Worked for GM right? Oh wait...

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