1) What is "The Metaverse?" 2) What technologies are being used within The Metaverse? 3) How are these technologies transforming shopping behavior? 4) How are the technologies impacting search? 5) Why should search professionals care and how do we optimise for this? 6) What gives NFTs their value and how can we optimise them? 7) What types of experiences are industries creating with these technologies? 8) What the user concerns around "The Metaverse" and how cam we be more ethical?

1. Search in the Metaverse
Kara Thurkettle | Kaizen
SLIDESHARE.NET/KARABARBERMADSEN
@5MINUTESNIPPETS

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Why are we all here?

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Source: Google Trends
“Metaverse” Popularity
Grew by 7,875% in 2021
Search:
“metaverse”
Comparison:
Jan to Dec

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Gartner
By 2026, 1 in 4 people will spend at
least 1 hour a day in
“The Metaverse”.

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Gartner
By 2026, 30% of the organisations
in the world will have products and
services ready for “The Metaverse”.

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What is the
agenda for
today?

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What is “The
Metaverse”?
#1

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What technologies
are being used in
“The Metaverse?”
#2

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How are these
technologies
transforming
shopping
behaviour?
#3

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How are the
technologies
impacting search?
#4

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Why should search
professionals care
and how do we
optimise for this?
#5

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Why gives NFTs
their value and how
can we optimise
them?
#6

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What types of
experiences are
industries creating
with these
technologies?
#7

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What are the user
concerns around
“The Metaverse”
and how can we be
more ethical?
#8

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What the F*** is
“The Metaverse”?

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What “Metaverses”
currently exist?

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It Depends…
On How Strict Your
Definition Is

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Several Companies
Developing Technology Separately

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Why is this a
problem?

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Utilising
Technology
=
Biggest
Opportunity

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What
technologies
are being used
in “The
Metaverse?”

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Augmented
Reality (AR)
Virtual
Reality (VR)

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NFT
(Non-Fungible
Token)

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Blockchain
Ledger

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Web 3.0

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Building the Metaverse - Jon Radoff
The 7 Layers of The Metaverse

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How are these
technologies
transforming
shopping
behaviour?

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The Rise of
Augmented
Shopping

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YouVisit
VR/AR in 75% of Forbes Most
Valuable Brands

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Google
Fashion, Food, Sports and
Collectible Brands are Utilising
NFTs in Marketing Activities

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How are these
technologies
impacting
search?

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Search
what you
see.

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Place and
view 3D
objects in
own space.

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Try On
Try Out
Personalise
https://style.me/

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Request
immersive
answers to
questions.

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= New & Rising
User VR/AR
Queries
“See Flooring in Room”

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eCommerce
Brands Can
Create
Product
Demos

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Local Brands
& Services
Can Create
Virtual Tours

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Why should
search
professionals
care?

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#1
The Technologies
Enhance the
Experiences of
Users

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6 in 10
People

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71%
of
AR Users

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Metaverse =
Change The
User
Journey

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#2
The Technologies
Improve ROI and
Conversion Rates

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66% of
People

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Conversion
Rates
Increased by
94%

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Web 3.0 =
Opportunity to
Monitor
Additional
Behavioural
Metrics

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#3
The Technologies
Enhance Brand
Strategies

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20% of
Consumers

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In-Game
&
In-World Ads

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NFTs
&
Digital Shops

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In-World
“Searching” =
Opportunity to
Predict Buyer
Behaviour

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How do you
optimise for
augmented
shopping?

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Stage 1/3
SEO Discovery
Augmented
Shopping

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Discovery #1/4
Conduct
AR/VR
Keyword
Research
[Product] Try on App
Try On [Product] App
[Product] View in Room
[Service/Product] Virtual Reality Tours
[Service/Product] Virtual Reality
Experience
[Product] Visualizer/Visualiser

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Discovery #2/4
Review
SERPs

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Discovery #3/4
Review
Competitor
Content

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Discovery #4/4
Compare
Imagery &
Visuals

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Stage 2/3
Page Strategy
(6 Types)
Augmented
Shopping

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The Usual Page Types
#1 #2 #3 #4
Category
Page
Product
Page
Local
Page
Blog
Page
Resources:
https://ahrefs.com/blog/ecomm
erce-seo/
https://www.deepcrawl.com/blo
g/best-practice/ecommerce-cat
egory-pages-seo/
Resources:
https://www.contentkingapp.co
m/academy/product-page-seo/
https://schema.org/Product
Resources:
https://www.brightlocal.com/lea
rn/best-local-landing-pages/
https://developers.google.com/s
earch/docs/advanced/structure
d-data/local-business
Resources:
https://ahrefs.com/blog/blog-se
o/

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Page #5/6
App Page
Resources:
https://www.semrush.com/blog/app-store-optimization/
https://www.data.ai/en/

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Page #6/6
Dedicated
AR/VR Tool
Landing

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Stage 3/3
Visual Strategy
Augmented
Shopping

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Visuals #1/5
Generate 2D
& 3D Images
for All
Products

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Visuals #2/5
Use GL
Transmission
Format™
(glTF™)
Resource: https://www.khronos.org/gltf/

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Visuals #3/5
Follow
Image SEO
Best
Practices
- Next-Gen Images (WebP etc.)
- Responsive Image Formats
- Descriptive: Titles, Captions,
Filenames, Alt Text
- Optimised Context Text
- Crawlable Image URLs
- Image URLs Injected Into HTML
- Add Semantic Markup
- Create Image Sitemap
- Use CDNs etc.
Find more here:
https://developers.google.com/search/
docs/advanced/guidelines/google-imag
es

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Visuals #4/5
Ensure
Accessibility
Resource:
https://www.w3.org/WAI/standards-guidelines/wcag/

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Visuals #5/5
Implement
3DModel
Schema for
AR/3D Images
Resource: https://schema.org/3DModel

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What
about
NFTs?

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Biggest Market for
NFTs is Collectibles
Nonfungible.com

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Why gives NFTs
their value?

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#1: Understand what persuades
people to buy a product
Reciprocity Scarcity Authority
Consistency
&
Commitment
Liking
Consensus
&
Social
Proofing

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#2: Think about how this logic
gives value to items in real world

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#3: Use Blockchain Ledger to give
value to items in the virtual world

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Optimising NFTs

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NFTS #1/6
Conduct
Keyword
Research

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NFTS #2/6
Review
Competitors
to Create
NFT
Strategy

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NFTS #3/6
Create
Optimised
Profile or
Web Page

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NFTS #4/6
Optimise
Basic NFT
Metadata
https://docs.opensea.io/docs/metadata-standards

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NFTS #5/6
Add
Attributes
& Traits to
NFT
Metadata
Personality
Appearance

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NFTS #6/6
Add NFT
Metadata
Prior to
Uploading

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What types of
experiences are
industries
creating with
these
technologies?

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Entertainment

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Travel

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Household
Goods

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Fashion &
Retail

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Beauty &
Cosmetics

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What are the
top user
concerns based
on the survey?

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Security, Privacy and Safety
Top Concerns Amongst Users
Kaizen Metaverse Survey Data
Security
#1
Privacy
#2
Safety
#3
Discrimination /
Barriers to Entry
#4
Environmental
Impact
#5
Usability/UX
#6
Health
#7
Cost /
Affordability
#8
Getting
Catfished
#9
Being Realistic /
Looking Like
the Real World
#10

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We can help brands
be better.

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So how can you be an
ethical brand in “The
Metaverse”?

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Best Practice #1
Reward
Users for
Their Data

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Best Practice #2
Protect
Users &
Solve Their
Problems

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Best Practice #3
Use Data to
Be More
Sustainable

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Is “The Metaverse” and its
technologies here to stay?

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Yes. & There is
economic value
for brands who
get it right.

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NonFungible.com
Cumulative NFT sales range
between $10 million to $20
million per week.

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Statista
The global AR/VR/MR market is
forecasted to reach 300 billion
U.S. dollars by 2024.

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Market Watch
Projections for the addressable market
of “The Metaverse” range from 200
billion U.S. Dollars in specific markets
to many trillions of dollars.

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102. THANK YOU ALL
Kara Thurkettle | Kaizen
SLIDESHARE.NET/KARABARBERMADSEN
@5MINUTESNIPPETS
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