Smart watches and wearable technology have spiked in popularity in recent years, which brings technology closer to us every day, but none have created the interest or buzz seen by the recently unveiled Apple Watch. It is still too soon to tell how big the launch of the Apple Watch will be and how many models will be sold. That said, most analysts guess between 8 and 20 million units will be purchased by the end of 2015. One thing is sure, and that is the Apple Watch will certainly have some impact on your brand's marketing. What does this mean for your brand's online presence? Does your brand need to optimize its website for Apple Watch?
Search Continues to Evolve
The Apple Watch does not have a web browser natively installed, which means all information conveys to the user through apps. Essentially, little to no web browsing occurs in a traditional web browser on the Apple Watch. While an Apple Watch version of third party web browsers, like Chrome, could launch in the future, we don't foresee a huge migration to web browsing on this platform, primarily due to the small screen. However, this doesn't mean your brand can rest easy and stick with the same old digital marketing plan. The advent of Apple Watch and wearables in general actually make it more necessary to have a search-engine-friendly website.
Gone are the days of simple Google searches that occur only on desktop computers. Search is expanding. Audiences perform vocal searches on smartphones, submit queries on tablets, and will soon use smart watches to do searches as well. Your brand's website content needs to have the capability to be found from whatever device is being used. The key is optimized content.
Semantic Search is the Key!
Google, Bing and Yahoo have greatly emphasized the importance of semantic search over the last few years. Semantic search essentially uses code placed on a website to help determine the user's intent of the search being performed. It allows relevant information to be easily extracted by the search engine from the website. Semantic search is incredibly powerful and can be added to any website, yet few sites utilize this technology.
When a search engine can easily read this "schema" information from your brand's website, content can be pulled directly into search results just like this example on a Google search results page:
Information like this can also pull into wearables such as the Apple Watch. Imagine you do a verbal search on an Apple Watch for a recipe, the definition of a word, or the address of the closest movie theater. Website content that is properly marked up with schema can enable answers to pull directly from the website and display on the Apple Watch. Implementation of semantic search gives your brand an enormous opportunity over competitors since so few websites utilize this technology. Implement schema to make your brand more visible today.
Not sure if your brand's website takes advantage of semantic search? Interested in a new, modern website that is fully optimized for search marketing? Contact us to let us know how we can help.