What will SEO in the Metaverse Look Like?

Here’s a question for you….

Can you imagine the world without Google (and without search engines in general)?

The answer to that question is probably a resounding ‘no’. 

Well, soon enough the metaverse will be here, and search engines like Google will play a CRUCIAL role in it. 

But what will search engines in the metaverse look like? Will there be SEO in the metaverse? And what can your business do to get ahead of the competition and start preparing for SEO in the metaverse now?

This article will answer these questions, and give you some perspective on what SEO in the metaverse could look like in the (not-so-distant) future.

What will search engines in the metaverse look like?

The truth is that we still don’t really know what the metaverse will look like, let alone how search engines will function inside of it. 

One possible example is this legendary scene from the Matrix. 

In the scene, Neo is plugged into a Matrix-like simulation (which is basically a metaverse) and decides he needs a weapon. He says he needs ‘guns, lots of guns’, and nearly instantaneously, rows upon rows of weapons appear around him. 

While this is a scene from a (great) fictional movie, it could accurately predict what search engines will look like, and how they function in the metaverse. 

You would simply put on a headset, enter the metaverse, ask for whatever you need, and it will instantly appear in front of you.

You could ask for a restaurant recommendation, and the metaverse search engine would deliver multiple 3D results in front of you. You could ask for a new television, and a few top selections would come up in the form of NFTs. You could ask to be transported to the metaverse “version” of Reykjavik and be instantly transported there. 

This is the future of search in the metaverse. 

SEO in the metaverse

So if search engines in the metaverse could look like something out of The Matrix, what will SEO in the metaverse look like?

Even though we can’t predict what the metaverse will look like, it’s important to remember that SEO in web3 will operate under the same principles that it does in web2. 

On-page SEO in the metaverse

The creative side of SEO mainly refers to copy, design, and the overall user experience (referred to currently as ‘on-page SEO’). 

These are the parts of SEO that speak to people on an emotional level, and therefore influence their likelihood of taking action. 

Whether that action is to click a certain result in the SERPs, to sign up for an email list, or to make a purchase, these aspects of SEO are actually core principles of human psychology, and have been tried and tested since the dawn of time. 

The better the copy on your website, and the more interesting, engaging, and helpful your content is, the more likely you are to achieve your desired result. 

Plus, the more your content resonates with people, the more engagement it will get. This in turn sends signals to the algorithm, which then amplifies the exposure of your content. 

This is the basis of digital marketing, and it will continue into the future as algorithms get better at determining what content people like most.

These principles are true of modern-day marketing and SEO, and will remain true for marketing in the metaverse.

Off-page SEO in the metaverse

Off-page SEO refers to everything that happens in the backend of a website to rank higher in a search result. This includes coding, website structure, link building, and more.

Unlike the creative side of marketing (aka, on-page SEO), which is based on timeless principles, the technical side of SEO is the opposite – it can change by the day.

So for that reason, there’s no reason to stress too much. Just like your SEO team now has to keep up to date with the changing trends, rules, and best practices, so will they have to do with the metaverse. The faster your team is at implementing the necessary technical changes, the better your content will rank. 

Metaverse SEO and new devices

SEO has gone through many stages in its 20+ years of existence. 

What started as purely a desktop experience has now evolved into a multi-platform digital ecosystem. Websites that are coded on desktops now have to be optimized for tablets, be mobile-friendly, and take voice search into heavy consideration. 

Well, sorry to say, but the arrival of the metaverse means that your SEO-checklist will probably get a little bit longer…

This is because as the metaverse starts to gain traction, so too will the devices that connect users to the Metaverse – namely headsets. 

This means instead of focusing on desktop, tablet, and mobile versions of a site, marketers will also have to optimize for AR glasses, VR headsets, and more.

While headsets haven’t quite hit the mainstream yet, it’s a sector that is developing rapidly. Facebook partnered with Ray-Ban to create smart glasses, and Amazon, Apple and Google are all developing their own AR-glasses. 

This means that terms like ‘headset-first SEO’ are just around the corner 😉 

Early movers will be rewarded

One interesting thing to consider is that we don’t know who will own, or at least develop the infrastructure of, the metaverse.

It’s possible that there will be one single metaverse, completely dominated by a lone powerful corporation (possibly Meta).

In contrast, with the advent of blockchain, it’s possible for there to be an infinite amount of metaverses, developed by completely separate entities. 

The reality will probably lie somewhere in between the two. 

But regardless of which direction the metaverse takes, there’s no denying that when search engines do start popping up in the metaverse, the world’s largest search engine is going to try and get a piece of it. 

That’s right, our old friends at Google. 

You see, it’s very possible that Google could 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 private equity fund for metaverse development. 

But let’s say that Google doesn’t end up “owning” the metaverse. If that’s the case, there’s still an enormous chance that Google will be a central part within the metaverse. 

For example, the Chrome browser (owned by Google) is a popular portal to the current-day web, but you can still access Google.com from any other browser in the world, and it’s still the world’s #1 search engine in most countries, regardless of which browser is being used. 

We can probably expect something similar to happen in the metaverse. 

Because of this, Google will nearly certainly have a large piece of the metaverse-pie, which is why investing in SEO now is so crucial.  

Why?

Because this is the way that Google has always operated. By investing your resources in SEO now, you will be able to increase your traffic today, as well as reap the SEO benefits in the future.

Google’s ecosystem is constantly becoming more robust, and its algorithm is becoming exponentially more intelligent. As Google continues to grow, so does the harmony between its core products. 

Simply registering your company on GMB could mean that Google can just ‘plug’ your business into the metaverse. 

Here’s how…

3D Experiences and search results

While SEO in web3 will have the same basic principles as  SEO in web2, the experience will likely be extremely different.

Remember our Neo/Matrix example earlier?

Well, this is likely where things are going – to the world of 3D. 

In fact, that’s the big promise of the metaverse – a completely immersive digital experience. 

3D experiences are considered by many experts to be the first real traction that the metaverse will make, and brands can take HUGE advantage of it. 

Restaurants could offer 3D views of their dining rooms so you can virtually walk around and pick the perfect table for your anniversary dinner. 

Hotels could offer 3D tours of their rooms so you can virtually look at the rooms until you find the perfect-sized suite for your next family holiday. 

Conferences can offer 3D tickets to people who can’t physically travel to the event, therefore allowing them to virtually walk around and network with other people attending via the metaverse. 

Galleries can offer 3D ‘after hours’ visitation passes where buyers could enjoy art when the gallery is closed to the general public. 

Do you see where this is going? 

Simply put, if your brand offers 3D experiences, and those experiences are indexed on Google, then you will have a huge early movers advantage over your competitors. 

People also ask

What is Google doing with the metaverse?

While Google hasn’t invested as heavily in the metaverse as its competitor Meta, Google still seems very keen to position itself for the next version of the web.

Google is investing in metaverse research, and is also planning to improve its AR glasses Google Glass.

It’s impossible to know for sure what Google will do with the metaverse, but it’s a certainty that once the metaverse is here, Google will play a large part in it.

What does the metaverse mean for marketing?

The metaverse will change some aspects of marketing (mostly the technical side) but many parts will remain the same. At the end of the day, you’ll still have to create content that resonates with your core audience, and influences them to make the decision you want them to. 

Is the metaverse the future of SEO and social media?

While web3 and the metaverse have the potential to completely replace web2 and social media, the truth is that we can’t say for sure just yet. 

In fact, there’s a great chance that web2 and web3 will coexist together – one being half-immersive, and the other being completely immersive. This is why it’s crucial for businesses to stay ahead of trends, but to also invest in what’s currently working in digital marketing (such as SEO, PPC, and social media).

Final thoughts on SEO in the metaverse

SEO in the metaverse is going to look different, but it will operate on many of the same principles that it does today. 

By investing your time into SEO, not only will you see a boost of evergreen, organic traffic now, but you will be setting yourself up for success as the metaverse emerges in our world.

If your brand is thinking about increasing its organic traffic with SEO, or wants to develop into the world of web3, be sure to reach out to a First Page Digital Strategist today.