Search Engine Optimization Tools May Shift with Google's Physical Web Project
Marketing SEO

Search Engine Optimization Tools May Shift with Google’s Physical Web Project

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Content marketers, take note: The next big thing in search may be searching for things, not websites.

With major growth predicted in Internet-connected gadgets, marketers may soon need to explore new search engine optimization tools to boost rankings of their own devices. Initiated by Google, the Physical Web project aims to enable mobile users to walk up to any connected device and interact with it without downloading an accompanying app. Vending machines, stores, radio stations, parking meters—all of these could be part of the web of things that users could connect with.

How It Works

“Connecting to the Physical Web would be similar to how your computer or device connects with wireless networks,” writes Daniel Cristo on Marketing Land. Smart devices would act as beacons, announcing their ability to connect with tablets or smartphones. At a bus stop, for example, users could connect with a beacon to retrieve information about the next arriving bus—no additional software needed. The idea is “interaction on demand” without ever needing an intervening app, according to the project’s GitHub page.

With the “Internet of Things” poised to explode—to the tune of 50 billion connected gadgets by 2020, TechCrunch reports—the trend poses challenges for content marketers. Users will soon be bombarded by hundreds of connected devices to choose from: the bus stop, nearby stores, billboards, parking meters. Naturally, users will need a way to easily navigate through all of these connected things. And, like on the Web, they will be more apt to explore the top-ranked results. To make sure you rank in these searches, you’ll need to properly equip yourself with the right search engine optimization tools.

If You Build It, They Will Come

Quality content has time and time again been proven a leading factor in producing top SEO rankings. Unfortunately, using SEO for content amplification remains challenging for many companies. In a survey of nearly 450 marketing and sales professionals, Ascend2 found that budgetary restrictions ranked as the most challenging obstacle to achieving important SEO objectives, with limited SEO skills in-house coming as the second greatest challenge. However, those surveyed confirmed that quality content creation and keyword research were the two most effective SEO tactics, in that order.

Just how rankings and optimization will work on the Physical Web isn’t yet clear, Marketing Land reports. But what is clear is that marketers will need to stay abreast of future, and potentially significant, changes to search and optimization of content as the Physical Web gains momentum.

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