Google Glass Shows Brands Importance Of Targeted Info

Marketers wondering how their optimization efforts will pay off need only look at the small chunks of hyper-relevant targeted information that emphasize a movement toward semantic data. The data comes from Google's Knowledge Graph and semantic markup, Reva McEachern, global SEO supervisor at Resolution Media, explains.

"Marketers need to implement as many schema as possible by leveraging semantic data," she said. "If you have reviews or images of people on your Web site, identify and code them, because it's important to define each thing on the page. Google is trying to determine how to display those things on the cards."

Google Glass users don't see search engine results the way they would appear on a mobile device or a desktop. Cards with bits of information integrated into Google Now replace the search page. Each card shows one entry in a search result -- one result per card.



For instance, McEachern issues a voice command and creates a video in the moment. She pushes a video to Google+ or Facebook. If she chooses to make those videos public, someone searching for information will only find them if Google deems the content relevant based on historic searches, time of day, geographic location, and more.

The content provides answers rather than the traditional search queries seen today as a list of results, McEachern said. You do get search results on Glass, but they are different. Instead of getting a page, the platform serves cards. Each card is a result you click on to get to a Web site.

Internal search doesn't work correctly. Think of the cards as links. A click on the card may take the searcher to the YouTube video, but once on the site, the application doesn't allow the user to search within the site.

Google's technology categorizes the properties that marketers give to content and serves up the results one at a time on these small cards. The top-ranking results serves up on the first card. A swipe of the finger takes the searcher to the No. 2 search result on the next card.

A two-tap gesture with a finger on the side of the device zooms the content in or out on the page. If the device falls asleep, it doesn't just wake up and continue on the last active page. The user must start the search discovery process again. McEachern said consumers using Glass will have to come back to the search results each time.

While there are not paid-search ads that consumers might see down the right rail of a search page, clicking through to a publisher's site from the cards serves editorial content and ads. Perhaps in later versions, marketers might see paid image ads similar to Google Shopping on the information cards, which could explain Google's obsession to make information in ads the answer to search queries.

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