When the iPhone brought the mobile web fully mainstream it caused a panic that still rumbles on. Many businesses’ websites were not optimised for the smaller resolution screen and many that relied on Flash were unreadable. The next potential disruptor for your online strategy is Google Glasses. Interest is high in the new device but many of the technologies we can expect from it are already out there, such as the ability for users to simply stare at a product or brand and be presented with a web search around it
Ever heard of Google Goggles? Google Goggles recognises brands and images using a smartphone camera. The technology behind Google Goggles is an easy fit for Glasses. There are other apps in the various app store that accomplish the same thing – point your camera at anything be it an ad, a sign or a glass of orange juice and the device will identify the object and bring up a range of links.
Google Glasses, Google Goggles and Your Brand
Essentially what all this means is that you can both prepare for Google Glasses and other devices your customers will be using very simply. We’ve a couple of practical suggestions for you to pass on to your Webmaster or SEO contractor below. The Google Glasses are just the tip of the ice berg in terms of the type of technology that is coming to the mainstream. They might seem a whacky concept now but a phone without buttons might have seemed a little bit nuts six years ago.
What You Need To Do
As part of your ongoing SEO you will have optimised the images on your website to be searchable semantically and syntactically. This is achieved by putting them in context on the page and filling in the all important ALT tag. As well as helping those who are visually impaired by having their computers recite the description of the image, the ALT tag helps search engines “know” what is in your image. An audit of how your logo, products and brands appear and the context around them is your first step.
QR Code Quick Fix
As apps like Goggles can read QR codes these can provide a way to own a visual scan of your product. QR Codes can be as discrete and colourful as you choose and still function. If there’s a sharp upturn in search via visual search apps and devices a roll out of QR codes can help you “own” what the user “sees” when scanning immediately.
What You Need To Ask Your Webmaster and SEO Expert to do
- Semantic File Names On Your website – a very elaborate way of saying name your logo and brand name in the corresponding file names on your website.
So if there’s one file called lgov3.png all over your website maybe call it “YOUR_NAME_company-logo.png” instead.
- Rel tags – rel=”logo” is a proposed standard for telling the visual web about your logo.
Google are frequently ahead of the curve on such clever ways of quantifying things for machines so it would be worth taking five minutes to ensure your using the tag in your website header.
For full info on how to define your logo with the Rel tag follow the instructions here.
- Tell Google – Might seem obvious but make sure you have your Google Places and Google Plus pages sorted out with your logo in situ
- Get your products on to Google shopping – for retailers this will be a must and will give your listing preferential precedence over other listings.
- Alt tags – Make sure alt tags include semantic statements identifying brands and logos as they appear on your website.
Ultimately we suspect that Google et al will come up with other clever ways of identifying brands and their associated websites. As always it’s always better to make things easier for Google by following the steps above so that you’ve got the competitive advantage when your customers scan your brand or products with the gadget of the day.