Here’s a thought for you….
Can you imagine life without Google (or search engines in general)?
The answer is almost certainly a resounding ‘no.’
The metaverse will arrive soon, and search engines like Google will play a critical role in it.
But what will search engines look like in the metaverse? Is there going to be SEO in the metaverse? And what can your company do now to stay ahead of the competition and begin preparing for SEO in the metaverse?
This article will address these concerns and provide insight into what metaverse SEO might look like in the (not-too-distant) future.
What Will Metaverse Search Engines Look Like?
The truth is that we are still determining what the metaverse will look like and how search engines will work within it.
The iconic scene from The Matrix is one possible example.
Neo is plugged into a Matrix-like simulation (basically a metaverse) in the scene and decides he needs a weapon. He says he needs ‘guns, lots of guns,’ and suddenly, rows and rows of weapons appear around him.
While this is a scene from a (great) fictional film, it may accurately predict how search engines will look and function in the metaverse.
Simply put on a headset, enter the metaverse, and ask for whatever you require; it will appear in front of you instantly.
You could ask for a restaurant recommendation, and the metaverse search engine would present you with multiple 3D results. You could also ask for a new television, and a few top choices in the form of NFTs would appear, or request to be transported to the metaverse “version” of Reykjavik and be transported there instantly.
This is the metaverse’s search of the future.
The Metaverse’s SEO
So, if search engines in the metaverse can resemble something from The Matrix, what will SEO look like in the metaverse?
Even though we can’t predict what the metaverse will look like, it’s important to remember that SEO in web3 will follow the same rules as SEO in web2.
The Metaverse’s On-Page SEO
The creative side of SEO primarily refers to copy, design, and overall user experience (also known as ‘on-page SEO’).
These are the elements of SEO that appeal to people on an emotional level, influencing their likelihood of taking action.
Whether that action is to click a specific SERP result, sign up for an email list, or make a purchase, these aspects of SEO are actually core principles of human psychology that have been tried and tested since the beginning of time.
The better the copy on your website, as well as the more interesting, engaging, and useful your content, the more likely you are to achieve your goal.
Furthermore, the more people who connect with your content, the more engagement it will receive. This, in turn, sends signals to the algorithm, which amplifies your content’s exposure.
This is the foundation of digital marketing, and it will continue in the future as algorithms improve at determining which content people prefer.
These principles apply to modern-day marketing and SEO, and they will continue to apply to metaverse marketing.
The Metaverse’s Off-Page SEO
Off-page SEO refers to everything that happens on a website’s backend to help it rank higher in search results. This includes coding, website structure, link building, and other related tasks.
Unlike the creative side of marketing (also known as on-page SEO), which is based on timeless principles, SEO’s technical side can change daily.
As a result, there’s no need to worry too much. Just as your SEO team must now keep up with changing trends, rules, and best practices, so must they with the metaverse. The more quickly your team implements the necessary technical changes, the higher your content will rank.
In its 20+ years of existence, metaverse SEO and new device SEO have gone through many stages.
What began as a purely desktop experience has now grown into a multi-platform digital ecosystem. As a result, desktop-coded websites must now be optimized for tablets, mobile-friendly, and consider voice search seriously.
Sorry to say, but the arrival of the metaverse means that your SEO checklist will most likely grow a little longer…
This is because, as the metaverse grows in popularity, so will the devices that connect users to it, namely headsets.
It means that, in addition to optimizing for desktop, tablet, and mobile versions of a site, marketers will need to optimize for AR glasses, VR headsets, and other devices.
While headsets have yet to reach the mainstream, it is a rapidly growing industry. Facebook collaborated with Ray-Ban to develop smart glasses, and Amazon, Apple, and Google are all working on their own AR glasses.
This means that phrases like ‘headset-first SEO’ are not far away.
Early Actions Will Be Rewarded
One intriguing aspect to consider is who will own or at least develop the metaverse’s infrastructure.
There may be only one metaverse dominated by a single powerful corporation (possibly Meta).
In contrast, with the advent of blockchain, there could be an infinite number of metaverses created by completely separate entities.
The truth will most likely fall somewhere in the middle.
But, regardless of which path the metaverse takes, there’s no denying that when search engines do appear in the metaverse, the world’s largest search engine will want a piece of the action.
That’s right, our old pals from Google.
It’s entirely possible that Google will create “the” metaverse. Google has the talent, data, and infrastructure to make a serious play, and they have already committed to investing US$40 million in a metaverse development private equity fund.
But suppose Google does not end up “owning” the metaverse. If that’s the case, there’s still a good chance that Google will play an important role in the metaverse.
For example, the Chrome browser (owned by Google) is a popular portal to the modern web, but you can still access Google.com from any other browser in the world, and it remains the world’s #1 search engine in most countries regardless of browser.
Something similar is most likely to occur in the metaverse.
As a result, Google will almost certainly have a sizable slice of the metaverse pie, which is why investing in SEO now is critical.
Why?
Because this is how Google has always worked. By investing in SEO now, you will be able to increase your traffic today while reaping the SEO benefits later.
Google’s ecosystem is constantly improving, and its algorithm is becoming exponentially smarter. As Google expands, so does the compatibility of its core products.
Simply registering your company on GMB may imply that Google will ‘plug’ your company into the metaverse.
Here’s how…
3D Encounters and Search Results
While SEO in web3 will follow the same basic principles as SEO in web2, the experience will almost certainly be vastly different.
Remember our earlier Neo/Matrix example?
This is most likely where things will go – to the world of 3D.
In fact, that is the metaverse’s big promise: a completely immersive digital experience.
Many experts believe that 3D experiences will be the first real traction that the metaverse will see, and brands will benefit greatly from them.
Restaurants could provide 3D tours of their dining rooms, allowing you to walk around virtually and select the ideal table for your anniversary dinner.
Hotels could provide a 3D tour of their rooms, allowing you to virtually tour them until you find the ideal suite for your next family vacation.
Conferences can offer 3D tickets to people who are unable to physically attend the event, allowing them to walk around virtually and network with other attendees via the metaverse.
Galleries can provide 3D ‘after hours’ visitation passes so that buyers can enjoy art even when the gallery is closed to the general public.
Simply put, if your brand provides 3D experiences and those experiences are indexed on Google, you will have a significant head start on your competitors.
People also wonder what Google is doing with the metaverse.
While Google has not invested as heavily in the metaverse as its competitor Meta, the company appears to be very interested in positioning itself for the next version of the web.
Google is investing in metaverse research and intends to improve its Google Glass AR glasses.
It’s impossible to predict what Google will do with the metaverse, but one thing is certain: once it exists, Google will play a significant role in it.
What Impact Does the Metaverse Have On Marketing?
The metaverse will alter some aspects of marketing (most notably the technical side), but many will remain unchanged. At the end of the day, you must still create content that resonates with your core audience and influences them to make the decision you desire.
Is the metaverse the future of search engine optimization and social media?
While web3 and the metaverse have the potential to replace web2 and social media completely, we still don’t know for sure.
In fact, there’s a good chance that web2 and web3 will coexist, with one being partially immersive and the other fully immersive. This is why businesses must not only stay ahead of trends but also invest in what is currently working in digital marketing (such as SEO, PPC, and social media).
Final Thoughts On SEO In The Metaverse
SEO in the metaverse will look different, but it will follow many of the same principles as it does now.
By devoting time to SEO, you will not only see an increase in evergreen, organic traffic now, but you will also be preparing for success as the metaverse emerges in our world.
