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Today’s post is by Christian Bullock, Director of Search at MKG Media Group.
Last month, I was invited down to Los Angeles to pick up my very own Explorer edition of Google Glass. As a seasoned search engine marketer, I jumped at the chance to officially become a Google Glass Explorer. I “applied” to become an Explorer for entirely selfish reasons: I have two young daughters and knew Glass would encourage me to take pictures, video, and generally capture moments throughout their early childhood for me to forever cherish.
I’m happy to report that Glass helps me do exactly that: take an insane amount of pictures and videos.
However, as someone who has been involved in the search engine marketing world for over seven years, I was curious how paid and organic search could potentially work with Glass.
This post contains three SEM predictions for Glass that I have that I believe could potentially come to fruition after its public release sometime in 2014:
#1 – You will need to be the top search engine result to get any action for Google searches on Glass
The Glass UI is comprised mostly of “Google Now” cards. However, if you do a Google search and Glass doesn’t display a card-enriched result for you, here’s an example of what you need to swipe through:
Example: I’m hungry. So I do a search for places around me that serve turkey burgers.
A non-Google Now enriched card shows up. The first two results (which mimic Google’s search engine result page):
If you click on the result, you do get the webpage… but it’s cumbersome to dig around on a web page on Glass as you have to use a combination of your two fingers on the touchpad and physically move your head around to then select links.
My prediction is that if your website doesn’t rank in the first three results of a search a Google Glass owner is performing, you simply won’t get many taps if any at all.
For comparison’s sake, we all have seen click through rate studies for desktop organic searches (my favorite being the one from Optify). I would imagine for Glass user click-through rates, it’s a much sharper drop.
For Glass, I’m predicting that the 1st result gets somewhere around 50% of taps, the second result 30%, and the third result 15%. Results 4+ gobble up the 5%.
#2 Pay-Per-Gaze will be Google’s way of monetizing Glass
A new patent by Google pretty much hints at the use of pay-per-gaze to supply advertising on Google Glass.
What is pay-per-gaze, anyway? The patent states that advertisers could be charged according to the number of views an ad receives. It’s essentially a cost per thousand (CPM) type of model but very much more noticeable by the Glass wearer, as most likely the ad would encompass an entire Google Now card that has to be either swiped away or tapped on for further information.
My prediction is that this, to me, seems like a safe bet in 2014. Currently, I can’t think of any other type of advertising that could effectively be used on Glass. This way, the advertiser could potentially control what the card looks like, imagery on it as well as any type of text call to action.
#3 – Facebook-like targeting for G+
Google Glass requires the user to have a Google+ account in order to sign up and use the device. With the way G+ is incorporated into the UI, it’s much easier to share pictures and videos as well as loop in your G+ content into the device than, say, Facebook or Twitter.
With this, Google+ houses all kinds of information about its users, much like Facebook. People can display interests, join communities, and even have public posts of which information can be scrapped up from.
My prediction is that when Google makes a major push and sets up a specific Google+ advertising platform, they will also have the ability to target users on a desktop computer, tablet, phone, OR Glass device right out of the gate.
What do you think?
What do you think of my predictions? Think they’re realistic? Please let me know below in the comments.
Christian Bullock has been involved in search marketing for over seven years and currently work as Director of Search for MKG Media Group, a digital marketing agency out of San Francisco.
While not participating in tea parties with his two lovely daughters, Christian enjoys participating in “beer league” ice hockey and playing old high school jazz band songs on the trombone (though not necessarily at the same time).