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BrightonSEO April 2022 - Kara Thurkettle - Search in the Metaverse.pdf

The presentation discusses the growing relevance of the metaverse, projected to see significant user engagement and organizational investment by 2026. It explores how technologies like AR, VR, NFTs, and blockchain are transforming shopping behaviors and search practices, emphasizing the need for businesses to optimize their strategies accordingly. Additionally, it highlights user concerns regarding security and ethical branding within the metaverse, while predicting substantial economic opportunities for brands that effectively navigate this digital landscape.

Marketing◦
Related topics:
Insights on Augmented Reality• Virtual Reality• Search Engine Optimisation•
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Search in the Metaverse Kara Thurkettle | Kaizen SLIDESHARE.NET/KARABARBERMADSEN @5MINUTESNIPPETS
@5minutesnippets Why are we all here?
@5minutesnippets Source: Google Trends “Metaverse” Popularity Grew by 7,875% in 2021 Search: “metaverse” Comparison: Jan to Dec
@5minutesnippets Gartner By 2026, 1 in 4 people will spend at least 1 hour a day in “The Metaverse”.
@5minutesnippets Gartner By 2026, 30% of the organisations in the world will have products and services ready for “The Metaverse”.
@5minutesnippets What is the agenda for today?
@5minutesnippets What is “The Metaverse”? #1
@5minutesnippets What technologies are being used in “The Metaverse?” #2
@5minutesnippets How are these technologies transforming shopping behaviour? #3
@5minutesnippets How are the technologies impacting search? #4
@5minutesnippets Why should search professionals care and how do we optimise for this? #5
@5minutesnippets Why gives NFTs their value and how can we optimise them? #6
@5minutesnippets What types of experiences are industries creating with these technologies? #7
@5minutesnippets What are the user concerns around “The Metaverse” and how can we be more ethical? #8
@5minutesnippets
@5minutesnippets What the F*** is “The Metaverse”?
@5minutesnippets What “Metaverses” currently exist?
@5minutesnippets It Depends… On How Strict Your Definition Is
@5minutesnippets Several Companies Developing Technology Separately
@5minutesnippets Why is this a problem?
@5minutesnippets Utilising Technology = Biggest Opportunity
@5minutesnippets What technologies are being used in “The Metaverse?”
@5minutesnippets Augmented Reality (AR) Virtual Reality (VR)
@5minutesnippets NFT (Non-Fungible Token)
@5minutesnippets Blockchain Ledger
@5minutesnippets Web 3.0
@5minutesnippets Building the Metaverse - Jon Radoff The 7 Layers of The Metaverse
@5minutesnippets How are these technologies transforming shopping behaviour?
@5minutesnippets The Rise of Augmented Shopping
@5minutesnippets YouVisit VR/AR in 75% of Forbes Most Valuable Brands
@5minutesnippets Google Fashion, Food, Sports and Collectible Brands are Utilising NFTs in Marketing Activities
@5minutesnippets How are these technologies impacting search?
@5minutesnippets Search what you see.
@5minutesnippets Place and view 3D objects in own space.
@5minutesnippets Try On Try Out Personalise https://style.me/
@5minutesnippets Request immersive answers to questions.
@5minutesnippets = New & Rising User VR/AR Queries “See Flooring in Room”
@5minutesnippets eCommerce Brands Can Create Product Demos
@5minutesnippets Local Brands & Services Can Create Virtual Tours
@5minutesnippets Why should search professionals care?
@5minutesnippets #1 The Technologies Enhance the Experiences of Users
@5minutesnippets 6 in 10 People
@5minutesnippets 71% of AR Users
@5minutesnippets Metaverse = Change The User Journey
@5minutesnippets #2 The Technologies Improve ROI and Conversion Rates
@5minutesnippets 66% of People
@5minutesnippets Conversion Rates Increased by 94%
@5minutesnippets Web 3.0 = Opportunity to Monitor Additional Behavioural Metrics
@5minutesnippets #3 The Technologies Enhance Brand Strategies
@5minutesnippets 20% of Consumers
@5minutesnippets In-Game & In-World Ads
@5minutesnippets NFTs & Digital Shops
@5minutesnippets In-World “Searching” = Opportunity to Predict Buyer Behaviour
@5minutesnippets How do you optimise for augmented shopping?
@5minutesnippets Stage 1/3 SEO Discovery Augmented Shopping
@5minutesnippets 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
@5minutesnippets Discovery #2/4 Review SERPs
@5minutesnippets Discovery #3/4 Review Competitor Content
@5minutesnippets Discovery #4/4 Compare Imagery & Visuals
@5minutesnippets Stage 2/3 Page Strategy (6 Types) Augmented Shopping
@5minutesnippets 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/
@5minutesnippets Page #5/6 App Page Resources: https://www.semrush.com/blog/app-store-optimization/ https://www.data.ai/en/
@5minutesnippets Page #6/6 Dedicated AR/VR Tool Landing
@5minutesnippets Stage 3/3 Visual Strategy Augmented Shopping
@5minutesnippets Visuals #1/5 Generate 2D & 3D Images for All Products
@5minutesnippets Visuals #2/5 Use GL Transmission Format™ (glTF™) Resource: https://www.khronos.org/gltf/
@5minutesnippets 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
@5minutesnippets Visuals #4/5 Ensure Accessibility Resource: https://www.w3.org/WAI/standards-guidelines/wcag/
@5minutesnippets Visuals #5/5 Implement 3DModel Schema for AR/3D Images Resource: https://schema.org/3DModel
@5minutesnippets What about NFTs?
@5minutesnippets Biggest Market for NFTs is Collectibles Nonfungible.com
@5minutesnippets Why gives NFTs their value?
@5minutesnippets #1: Understand what persuades people to buy a product Reciprocity Scarcity Authority Consistency & Commitment Liking Consensus & Social Proofing
@5minutesnippets #2: Think about how this logic gives value to items in real world
@5minutesnippets #3: Use Blockchain Ledger to give value to items in the virtual world
@5minutesnippets Optimising NFTs
@5minutesnippets NFTS #1/6 Conduct Keyword Research
@5minutesnippets NFTS #2/6 Review Competitors to Create NFT Strategy
@5minutesnippets NFTS #3/6 Create Optimised Profile or Web Page
@5minutesnippets NFTS #4/6 Optimise Basic NFT Metadata https://docs.opensea.io/docs/metadata-standards
@5minutesnippets NFTS #5/6 Add Attributes & Traits to NFT Metadata Personality Appearance
@5minutesnippets NFTS #6/6 Add NFT Metadata Prior to Uploading
@5minutesnippets What types of experiences are industries creating with these technologies?
@5minutesnippets Entertainment
@5minutesnippets Travel
@5minutesnippets Household Goods
@5minutesnippets Fashion & Retail
@5minutesnippets Beauty & Cosmetics
@5minutesnippets What are the top user concerns based on the survey?
@5minutesnippets 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
@5minutesnippets We can help brands be better.
@5minutesnippets So how can you be an ethical brand in “The Metaverse”?
@5minutesnippets Best Practice #1 Reward Users for Their Data
@5minutesnippets Best Practice #2 Protect Users & Solve Their Problems
@5minutesnippets Best Practice #3 Use Data to Be More Sustainable
@5minutesnippets Is “The Metaverse” and its technologies here to stay?
@5minutesnippets Yes. & There is economic value for brands who get it right.
@5minutesnippets NonFungible.com Cumulative NFT sales range between $10 million to $20 million per week.
@5minutesnippets Statista The global AR/VR/MR market is forecasted to reach 300 billion U.S. dollars by 2024.
@5minutesnippets 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.