Augmented reality and SEO: why it is important to be prepared on the new SERPs

Today’s augmented reality on the web

Clearly, the online marketing world is now full of contents and competitors, which is the reason why regular clients are becoming a rarity. The wide selection of stores, purchase method and offers has made the loyalty towards a brand not important as it used to be in terms of purchasing habits.

That’s where augmented reality and its applications come into play, and while they are widely used in the American market, they are still considered a tempting innovation in the European and Italian web marketing.

New formats and ideas capture the client’s attention and add value to the purchase journey and user experience irrespective of the sector at the same time.

According to the data collected by Goldman Sachs Global Investment, the augmented reality will generate 1.6 billion dollars in the single field of retail by 2025 in the United States.

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Augmented reality and SEO: Google enriches SERPs (again)

Google has been keeping an eye on the application of the augmented reality in everyday life and its services and in May 2019, it announced during the “Google I/O”, an annual event dedicated to web developers, an innovative search feature used by Google Lens and the augmented reality.

The new feature combines the use of common smartphone cameras, computer vision and augmented reality to overlap information and contents to its physical environment. The result, which has a guaranteed wow effect, is the possibility to place the 3D model of virtual objects in your homes.

The augmented reality images for the selected queries are already available on the American mobile SERPs and they will be available soon in all languages on the most famous search engine.

The “View in 3D” button is included in the well-known knowledge graph and it allows to manipulate and position the model in augmented reality through the smartphone in the space around you.

AR images in SERP: new opportunities

It is undeniable that this implementation could turn into a great opportunity for e-commerce or portals that strongly focus on visual contents and products that so can be “tested” by the users in their domestic and working environment. For example, think about the benefit in terms of visibility and user experience that furniture, clothing, auto, and many more online stores could gain.

The technology used to facilitate the appearance of AR results in SERP is quite easy to implement, and it is based on 3D models already used by many online stores, for example, the “Virtual Try-On”, which is a feature that allows wearing clothes and accessories.

Pierluigi Tosto SEO Specialist at Pro Web Consulting