Kara Thurkettle, Senior SEO Manager at Kaizen, takes a look into the Metaverse, NFTs and how this all related to SEO.

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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