Google is constantly making upgrades and changing its rules which has the digital marketing community in a flurry of activity. Its recent announcement of upgrades to its mobile operating system, and the development of Now On Tap, is no different. Just like with Google’s other updates, it points towards high quality content reaping rewards. When the update rolls out later in the year, what do you have to do to stay on top?
What is Google Now On Tap?
At the end of May, Google announced plans for its Android M operating system, expected to be available around September of this year. One of its key features is Now On Tap, something built into the phone that takes information from your screen and automatically gives you more information. Whether that’s from a text, through e-mail or in an app, Now On Tap will scan your screen – or listen to a voice command – and offer extra info. The examples offered so far have been giving you restaurant ratings when someone wants to eat with you, film reviews when someone wants to go to the movies and finding the lead singer of a band you’re listening to on Spotify.
What does it mean for your content marketing?
When Now On Tap is activated, it brings information from two sources: search results and related apps.
Google keenly wants people to keep using its search engine and this update takes us straight back there. If you want to show up you need to make sure that you have high quality content that ranks well. Other factors are important too but there’s likely to be a huge rush to move from long tail keywords to the more competitive search terms.
The other option is the linked apps – if someone wants to know about a film, Google will show installed apps that might be useful (IMDB for films, for instance). Coupled with its recent update that boosted websites that were mobile-friendly, Google has again shown a preference for companies that have a strong mobile presence.
What do you have to do?
Google has made no secret of the fact that it loves good content and neither have internet users. To make the most of the new update you need to create content regularly, have unique and useful articles, and make sure you keep keywords in mind but don’t use them as your sole focus. If you want to rank for the most competitive phrases you need to keep your information focused and decide when and where to fight your battles: some may decide it’s better to keep a wider focus to keep their audience better educated and entertained.
The other thing is that you need to make sure you’re making the most of mobile – not only with an optimized site but also with an app that provides great content. For some industries it will be harder than others to become one of the authorities but regardless, there are still huge benefits to this approach.
In recent years Google has been very clear with what it wants: websites that have the users in mind. Creating high quality content in a format that they most want is vital if you want to rank well, and this update is an extension of that policy.