Google Releases Gboard, Keyboard Search: New Performance Content Opportunity for Brands

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Google Releases Gboard, Keyboard Search: New Performance Content Opportunity for Brands

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Google recently launched a new keyboard app for iOS called Gboard. The app acts as a search engine where users can conduct search queries within the keyboard (e.g. while texting), making it easier to retrieve quick information to share.  While Google has stated that Gboard will not contain paid advertising, it is—essentially—a new search results page that will have organic search implications for brands.

HOW GBOARD WORKS

Users leveraging the Gboard app can search directly while typing a text, tweet, e-mail, etc., enabling them to embed search results within a message—in a moment—without having to copy and paste from another source.  Gboard is a new way to search.

On the keyboard, users will notice the Google logo on the left-hand side, like so:

Gboard Screenshot

Image courtesy of Google

By clicking the logo, users will be able to search within the keyboard, just as they would through Google search. For example, if a user was searching for restaurants near them to text a friend to meet them at, results within Gboard will look like this:

Gboard Screenshot of Burritos Search Query

In one tap, users can then add the content or listing to the text message, share the content on Twitter, post to Facebook, etc. Gboard gives consumers a quick way to find and share information when and where they want to.

IMPLICATIONS for BRANDS

Gboard will impact brand discoverability.  “Search” has expanded well beyond the traditional Google desktop search page—to app search, Amazon, social search, voice search, etc.  Gboard is another discoverability outlet for consumers that brands must consider when devising SEO strategies.  When optimizing for Gboard, first think about what your customers may be using Gboard for, like:

  • Finding store location info and directions to text or email to friends, or post on social media
  • Discovering GIFs, memes, images or other content to embed within messages
  • Sharing breaking news or fresh content via messaging with friends

Most Gboard consumer uses focus around shareable information and content.

For success in this new search environment, brands should:

1. Ensure Local Accuracy

Gboard is just another example of the importance of local information distribution and optimization.  Ensure updated and accurate information (hours, phone, addresses) for all your store locations, so that users can easily search, share and meet at your locations.

2. Create Fresh Content

Because the Gboard keyboard is accessible anywhere users type, brands should make sure that the content on their site is recent and shareable. Consumers can access Gboard while tweeting, creating a Facebook post or accessing other social media outlets. By staying current with content, brands will (1) naturally rank higher due to Google’s Gboard algorithm (which favors recent, shareable content) and (2) have a better chance of appearing in the Gboard results based on the context of the search query.  Fresh content is always important in search, but now even more so with Gboard.

3. Create Shareable Content

Brands should focus on creating visuals, news-related articles, blog posts and other content that provides consumers with motivation to share. Creating this type of content generates engagement and stirs conversation through social outlets.  Gboard essentially becomes another means for increasing the distribution of your content.

As of now, paid ads are not activated within Gboard.

By understanding user intent (e.g. to find and share), brands can now create and optimize content for Gboard.  Brands that understand how to create content that revolves around the consumers’ needs will see increases in visibility through this new tool.

For more information on creating and optimizing content for Gboard and other new “search” outlets, contact Performics today.


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