Google Glass not expected to change search behaviors yet

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by Brafton Editorial
Marketers shouldn't have to adjust their content marketing plans to adhere to Google Glass technology in the short term.

Brafton has recently covered a number of announcements that suggest Google still has many tricks up its sleeve, which could change the way brands plan their content marketing strategies.

In recent months, SEOs have sweated over the possibility of AuthorRank, only to find out that Google doesn’t necessarily intend to deploy the technology it has patented. The May 2013 I/O keynote introduced a number of Google+ features that could make it easier for internet users to discover and share social content. These current and proposed updates threatened to alter search optimization.

However, there is one technology that isn’t expected to have a noticeable impact on the way people search. Only 10 percent of smartphone-toting Americans said they would be willing to wear Google Glass all the time, according to a recent BiTE interactive survey

Only 10 percent of smartphone-toting Americans said they would be willing to wear Google Glass all the time.

“Google is leading the wearable technology bubble as it looks to define what the next consumer screen will be,” said Joseph Farrell, Executive Vice President of Operations for BiTE interactive.

“Google’s past successes have occurred when they provide an innovative product that solves a real consumer need. However, with Glass it looks like Google risks exposing a serious disconnect between its pioneering technology and the key problem it solves.”

The issue may be that consumers don’t face an inherent problem right now. BiTE interactive found 44 percent of Americans don’t find any of the products’s features appealing, perhaps because they already have smartphones that allow them to make calls, take and view pictures, perform searches and view branded content online. 

While businesses may not need to adjust their immediate internet marketing plans for a Google Glass breakthrough, they must keep their eyes and ears open for emerging trends. The search engine continually revises its algorithms to give web users optimal online experiences, which today calls for visually and intellectually stimulating custom content, but tomorrow could demand complete virtual interactivity.

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