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From SERP to XR: Exploring Augmented Reality’s Impact on SEO

Introduction:

Search Engine Optimization (SEO) has always been a dynamic field, constantly evolving to keep up with technological advancements. In recent years, the rise of Augmented Reality (AR) has begun to reshape the digital landscape, influencing how users interact with information. This blog delves into the intersection of AR and SEO, examining the impact on Search Engine Results Pages (SERPs), providing real-time examples, and forecasting the future of this transformative technology.

Brands too, must now compete on experience, as 80% of consumers view the buying experience as important as the product itself. With that in mind, the opportunities to win in search and in sales through immersive technologies such as 3D and augmented reality (AR) are compelling, and quickly being adopted across industries.

The Impact of Augmented Reality on SERPs:

As AR technologies become more prevalent, search engines are incorporating AR elements into their results pages. This shift is evident in the presentation of information, with interactive 3D models, augmented maps, and AR-enhanced snippets providing users with a more engaging and informative experience.

1. Local SEO will become more important:

Local SEO is already a focus area for anyone who wants to get ranked on Google. With AR, you can scan a code via a mobile device and get all the information you need about a business. You can check reviews and ratings and get images.
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With apps like Wikitude or Yelp, you can give out location-specific AR experiences. For instance, you can give a special offer to someone who is close to your business’s location.

As a business owner, you’ll have to ensure that all of your business information is updated in local listings to make the most out of the popularity of AR.

2. Immersive digital experiences will become more mainstream:

AR will change the way you design your website. It opens up the possibility of giving users a truly immersive and engaging experience. Such experiences could have a mix of physical as well as virtual elements, and they have varied applications.

IKEA is one of the big brands that has already jumped on the bandwagon. They let customers preview their furniture items within their homes or any other living space. Through their special app, IKEA Place, users can check 3-D renderings of more than 2,000 IKEA products from different angles.

If you are buying a new sofa for your living room but aren’t sure whether it will fit in a corner, you can place it on the app and check. Similarly, fashion brands can offer virtual dressing rooms where customers can try out different outfits. Real estate companies can offer virtual tours for properties they want to sell.

This example is for an app, but there is a chance of such experiences being replicated on websites in the future. With a better user and immersive experience, you can expect to have a positive impact on your SEO. That’s because such elements can increase the overall time spent on a website and reduce the bounce rate.

3. Visual search and interactive content will become widely used:

In their quest to provide a better user experience, Google has included image and voice search features. To further elevate the experience, they are also investing in AR projects like Tango and virtual reality (VR) projects like Daydream. Overall, its vision is to maintain its lead as the most widely used search engine worldwide.

As AR-based content becomes more popular, you can expect it to gain more space in the search engine results pages (SERPs). For forward-thinking businesses, AR should become a part of the overall content marketing strategy.

With multimedia elements like 3-D objects and videos added as a part of the mix, you can expect visual searches to become more mainstream. Eventually, interactive content is also likely to become an integral part of the virtual world. As a content marketer or an entrepreneur, you’ll have to make sure you deliver such immersive experiences and match up to the changing search trends.

4. Social media will impact SEO more:

Everyone already knows that your social media presence has an impact on your SEO. So, it shouldn’t come as a surprise that AR will likely increase this effect. That’s because AR allows social media companies to provide engaging and immersive experiences that can boost engagement and conversion rates.

For instance, Facebook’s 360-degree videos allowed users to fully immerse themselves in whatever they were watching on their screen. Because of this, you could take a tour of the Louvre in Paris while sitting in your bedroom.

Tips for leveraging AR for SEO:

1. Generate High Quality Product Images via 3D/AR:

3D and augmented reality features are not ranking factors for Google, but high quality imagery that enhances the user experience are. Use a 3D configurator or AR experience to create high resolution images of products that translate the quality of the brand and capture the user’s attention. Make sure that your images are properly sized to reduce effects on load times and page performance.

2. Include AR and Virtual Try-On Language In Descriptions and Alt Text:

Search volume for brands who offer virtual try-ons and AR enabled shopping are growing at exponential rates. Studies show that 71% of shoppers say they would shop more if they could experience products in AR, and 61% say that they prefer to shop with brands who offer 3D and AR enabled product experiences. Help shoppers discover these tools by promoting that capability on product pages, in ads, and in the alt text of images on the page.

3. Optimize CTAs to Encourage AR Discovery:

Finally, make sure that users who come to a product page are aware of the ability to view products in 3D and AR, and how to access them. 82% of shoppers activate 3D experiences on product pages, leading to increased time spent on the page and higher conversions, all of which signal better experiences to Google and drive higher quality scores.

In the near future 3D and augmented reality will no longer be novel, nice to have features for many ecommerce brands. They will be key factors in how consumers choose to shop and which brands they decide to shop with. Making these features easily discoverable aids not only in customer conversion, but in discovery and acquisition as the improved experience increases SEO value at the page and site level.

Conclusion:

The Augmented Reality and SEO is reshaping the digital landscape. The integration of AR elements into SERPs enhances user engagement, provides more immersive experiences, and opens up new opportunities for businesses. As we move forward, it’s crucial for SEO professionals to embrac this evolution and stay ahead of the curve, ensuring their strategies align with the dynamic nature of the digital world.