Search engine marketing to incorporate augmented reality

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Google is not known for resting on its laurels and, although search engine marketing experts were quick to give the company a dressing down over its instant search offering, it looks like the Google Instant concept is going to be used by the company to integrate augmented reality into search engine optimisation.

Speaking at the TechCrunch Disrupt IT conference in San Francisco, Google’s chief executive officer Eric Schmidt hinted at how instant search could be developed to give end-users a more meaningful search engine marketing experience.

Mr Schmidt dropped the idea of using Google technology to generate automated searches for people searching the internet on their mobile devices – such as smartphones and tablet PCs – amongst conference delegates.

He suggested that automated queries could use information outside of the search text box to created more accurate, location-based search engine results pages. This “augmented version of humanity”, Mr Schmidt claimed, was a concept that was increasingly being adopted by the IT sector. “We can with improvements in algorithms, more information, with your permission, and so forth… we can get closer to answer the question that you really asked,” he said. The move could see pay-per-click advertisingand natural search engine optimisation move closer together as firms pay for geo-specific markers that would influence people’s search engine results.

This would make the generic, global approach to website optimisation less relevant in some ways as Google would automatically buddy-up a company’s keywords with other relevant search terms that individual web users don’t even have to think about. So a pizza restaurant on Manchester’s Market Street might have to ensure its location is easily accessible to Google as people in the city searching for local restaurants will want a location-specific result.

These developments are already underway in a number of Google products – and they are already impacting upon search engine optimisation – but Mr Schmidt’s commitment to data harvesting and augmented reality has shown that there is no turning back for SEO agencies. Companies will have to start innovating if they are to meet the increasingly complex search criteria applied to every internet user that is monitored by the technology giant.

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