Why should what Ed Dale thinks about Google Now be of importance to you?
Only because Ed Dale has his finger on the pulse of internet marketing possibly more accurately than the vast majority of internet gurus out there. And when Ed talks about what’s happening in the industry, people who are in the industry tend to listen.
In a recent blog post he published, he discusses Google Now and Siri and points out that it really doesn’t matter what the ‘guru’s’ think – what really matters is what Joe and Jane Smith think.
Can’t argue with that. With internet searches from mobile devices closely approaching 50% of all internet searches, there are some fundamental changes happening that have serious ramifications for businesses who want to get found in search results.
We’ve been talking about the importance of social, mobile and local in SEO practices for some time. Ed’s article spells out exactly why and how this fits together. For anyone who’s been relying on getting a gazillion back links as their only strategy for ranking, it’s an apocalyptic scenario. With Siri and Google Now, they won’t even feature in the search results of more than 50% of internet searches… plus, as Googl develops their offerings further, these businesses won’t even feature in regular desktop or laptop internet searches either.
While the full import of what Google and Apple are developing is pretty scary from a privacy point of view, no one can deny that it’s more than likely that Joe and Jane Smith are going to forget all their concerns (if they ever had any) in the face of the sheer cleverness and convenience of getting the information they want when they want it and how they want it. How most people want it is ‘easy’ and ‘accessible’.
Whether you’re doing a search for the best coffee shop in your area or the best roofer, if you can get a name, a phone number, an email, an address, GPS directions and exact distance away, as well as the latest customer reviews, how convenient would that be?
What if your smart phone or tablet actually began anticipating your needs before you even asked? Say you’re on your way to your local coffee shop in the morning before work – the same one you usually visit – and your smart phone alerted you to a traffic jam and suggested an alternate route? Wow. Pretty scary but also pretty cool, don’t you think? Well that’s what Google Now is all about.
Google Now gets you just the right information at just the right time.
It tells you today’s weather before you start your day, how much traffic to expect before you leave for work, when the next train will arrive as you’re standing on the platform, or your favorite team’s score while they’re playing. And the best part? All of this happens automatically. Cards appear throughout the day at the moment you need them
Google has been focused on aggregating all kinds of data about you from the multitude of Google Platforms such as Google+, Google Search, GMail, YouTube, Zagat – now owned by Google, etc They know where you are and what you’re doing – often, it seems, before you do. And now, they’re putting all that data to work in Google Now. http://en.wikipedia.org/wiki/Google_Now
For those with the Apple iPhone and ‘Siri’ the ‘smart assistant’, when you search on your mobile device, you’ll not only get the information you’re looking for but also the latest Yelp review on the businesses shown.
Do you see now why online reputation management, social proof and local search are not ‘important’ but imperative if you want to feature in mobile search results… or pretty soon, in any kind of internet results? If you see the importance, you might want to sign up for our webinar on online reputation management – you’ll see the sign up link in the box at the top right of the page. Just click on it.