How Augmented Reality Will Impact Search Engine Optimization

Shane Barker is a digital marketing consultant who specializes in sales funnels, targeted traffic and website conversions.

Augmented reality (AR) is already making waves online. From Rihanna’s sparkly diamond headpiece to Kylie Jenner’s bold lipstick shades, AR filters are all over Instagram. That’s indicative of the trend that AR is gaining popularity.

In fact, a study estimates that there will be approximately 1.7 billion mobile AR users worldwide by 2024. That’s huge, right? With more internet users embracing AR, you can expect users to change the way they browse the internet.

There are big changes coming in the next few years, all of which are likely to impact search engine optimization (SEO). In this post, let’s look at some of the ways the evolving AR landscape is likely to change search engine optimization.

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.

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.

When it comes to AR, this is just the beginning. If you’ve used Snapchat or Instagram, you know how popular their 3-D effects are. You can see social media users get creative and experiment with them to create unique Stories.

Brands have already been using them to market their products and increase their brand awareness. With the increasing popularity of AR, you can expect more social media channels to come up with AR-centric features. That means the impact of AR on your SEO strategy is likely to increase. In a nutshell, AR should be a part of your social media strategy to make sure your SEO strategy works well.

For inspiration, consider the creative AR social media campaign created by Browns Fashion. The luxury retail brand came out with a sparkling AR filter to boost brand awareness. It gained more than 2 million try-ons. Even celebrities like Vanessa Hudgens and Heidi Klum used it on their Instagram profiles.

Augmented reality has the potential to change the way people interact with products and make purchase decisions. It is a technology that can also enable businesses to better understand their audiences and provide better user experiences. If you are looking to level up your SEO strategy, think AR. It’s still a new and fairly unexplored territory, so you can get the early mover advantage, too!


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