AEO playbook for Meta Ray-Ban Display on glasses answers

Context and goal

As of September 21, 2025, Meta Ray-Ban Display is live. Your objective is to win lens answer cards with concise, legible, and actionable content that hands off cleanly to phone apps and the web.

Primary surface: on-device answer cards
Primary win conditions: fast, readable micro answers with a single clear action, working deep links, and full-funnel attribution

See adjacent strategies in our guides to AEO for iOS 26 Visual Intelligence and AEO for Chrome Gemini Omnibox.

1) Answer design spec

Limit micro answers to 20 words or fewer. Two lines max. Reading grade 6 or lower.
Use high contrast text. Target contrast ratio 7 to 1 or higher. Use large type and generous padding.
Include a single clear action hint. Avoid multiple competing CTAs on lens.
Provide WhatsApp and Maps deep links with a web fallback. Links open on phone when needed.
Localize language, units, currency, and time. Respect 24 hour or 12 hour locale.

Example micro answers

Store open today 10am to 8pm. Nearest location at 123 Market St. Tap for directions.
In stock now. Price 199 dollars. Pickup ready in 2 hours.
Size M available at Downtown store. Buy online for same day pickup.
ETA 12 minutes by car. Traffic light. Tap to open turn by turn.
Chat with support in WhatsApp. Average reply 2 minutes.
Book a slot for tomorrow 9am. Free cancellation.

MicroAnswer model

{
  "id": "ans_8743",
  "intent": "store_hours",
  "language": "en-US",
  "text": "Store open today 10am to 8pm. Nearest location at 123 Market St. Tap for directions.",
  "word_count": 15,
  "icon": "clock",
  "contrast_ratio": 7.8,
  "deeplinks": {
    "whatsapp": "whatsapp:\/\/send?text={encoded_text}&phone={phone}",
    "maps_android": "geo:0,0?q={encoded_address}",
    "maps_ios": "comgooglemaps:\/\/\/?q={encoded_address}",
    "buy": "app:\/\/buy?sku={sku}&session_id={sid}",
    "web_fallback": "https:\/\/m.example.com\/loc?utm_medium=glasses&utm_source=meta&utm_campaign=display_on_lens&utm_content={intent}-{id}"
  },
  "cta_hints": ["directions", "chat", "purchase", "save", "expand_to_phone"],
  "ttl_seconds": 1800
}

2) Schema and markup for answer eligibility

Publish JSON-LD on canonical pages to supply on-device AI with safe, short answers and actions. Use the schema.org FAQPage type and keep answer text within 20 words. Mirror the same micro answer in on-page content for consistency.

{
  "@context": "https:\/\/schema.org",
  "@type": "FAQPage",
  "mainEntity": [{
    "@type": "Question",
    "name": "What are today store hours?",
    "acceptedAnswer": {
      "@type": "Answer",
      "text": "Open today 10am to 8pm at 123 Market St. Tap for directions."
    }
  }],
  "potentialAction": [{
    "@type": "CommunicateAction",
    "target": {
      "@type": "EntryPoint",
      "urlTemplate": "whatsapp:\/\/send?text={encoded_text}&phone={phone}"
    }
  },{
    "@type": "SearchAction",
    "target": {
      "@type": "EntryPoint",
      "urlTemplate": "comgooglemaps:\/\/\/?q={encoded_address}"
    }
  }]
}

3) Gesture to CTA mapping using EMG wristband

Pinch save current card to saved list. Confirm with subtle haptic.
Double tap buy open buy deeplink. Confirm with haptic and badge.
Swipe left next result. Swipe right previous result.
Long pinch expand to phone open web fallback or app handoff.
Fallback if EMG unavailable use touchpad or voice.

Gesture event contract

{
  "event": "glasses_gesture",
  "gesture_type": "pinch|double_tap|swipe_left|swipe_right|long_pinch",
  "resolved_action": "save|buy|next|previous|expand_to_phone",
  "answer_id": "ans_8743",
  "intent": "store_hours",
  "session_id": "gls_1b2c",
  "device_source": "meta_rayban_display",
  "ai_surface": "on_device",
  "ts": 1737302400000
}

4) Delivery pipeline and latency budget

Build an Answers API that returns MicroAnswer JSON. Target edge time to first byte under 100 ms and total under 200 ms.
Cache per intent and locale with a 30 minute TTL. Invalidate on stock or hours changes.
Prefetch top intents for predicted queries near stores. Use CDN edge KV for hot items.

5) Deep link templates and campaign tagging

whatsapp:\/\/send?text={encoded_text}&phone={phone}
geo:0,0?q={encoded_address}
comgooglemaps:\/\/\/?q={encoded_address}
app:\/\/buy?sku={sku}&session_id={sid}
app:\/\/handoff?sid={sid}

Append web fallback campaign parameters:

utm_medium=glasses&utm_source=meta&utm_campaign=display_on_lens&utm_content={intent}-{answer_id}

6) Tagging and attribution for glasses origin

Add a glasses origin flag to every payload: device_source meta_rayban_display and ai_surface on_device.
Pass session id across handoff. Include sid in deeplinks to de duplicate multi device journeys.
Record card impressions, gestures, and deeplink opens.

Event taxonomy

{
  "glasses_query": {"q": "nearby store hours", "locale": "en-US", "geo_precision_m": 1000},
  "glasses_card_impression": {"answer_id": "ans_8743", "contrast_ratio": 7.8, "word_count": 15, "latency_ms": 142},
  "glasses_deeplink_open": {"type": "maps|whatsapp|buy|web_fallback", "target": "comgooglemaps|whatsapp|app|web"},
  "glasses_save": {"answer_id": "ans_8743"},
  "handoff_phone_open": {"sid": "gls_1b2c", "app": "example_app"}
}

7) Retrieval and content ops

Curate a small set of high intent questions per locale. Answer in 12 to 20 words.
Index in a vector store with safety tags and metadata. Gate by compliance and freshness.
Automate nightly rebuild of micro answers for inventory, price, and hours.

For upstream query generation, reference our approach in Synthetic Query Seeding for AEO.

8) Accessibility and design

Prefer white on black or black on white. Avoid thin fonts and low contrast backgrounds.
Use at most two icons per card. Provide clear labels on actions.
Validate contrast with automated checks. Target ratio 7 to 1 or higher.

9) Testing and KPIs

A B test word count 12 vs 16, icon presence, and action order.
Primary KPIs: deeplink open rate, save rate, buy rate, handoff completion, median latency.
Guardrails: mis tap rate under 1 percent, contrast ratio above 7 to 1, word count under 20.

10) Rollout plan

T minus 2 weeks seed schema, warm caches, and validate deeplinks in field tests.
Launch on September 18, 2025 ship top 10 intents and gesture CTAs.
T plus 2 weeks expand to 30 intents and tune A B winners.
T plus 6 weeks add personalization and richer handoff flows.

11) Privacy and compliance

Obtain consent for WhatsApp contact and location use. Respect regional data laws.
Apply minimization. Hash device identifiers and rotate session ids.
Log only necessary fields. Drop precise location after aggregation.

What to ship this week

Micro answers for hours, inventory, price, directions, support, booking.
JSON-LD updates and Answers API v1 at the edge.
Gesture to CTA wiring with analytics and session handoff.

Related playbooks

Strengthen ranking signals with Shopify Web Bot Auth for AEO.
Expand camera-first coverage with Amazon Lens Live AEO tactics.