How to optimize VR content for search

By Jessie Moore

Virtual reality (VR) has been the talk of the town for a little while now and its marketing potential is getting difficult to ignore.

Whether using it to look around a potential new home without leaving your sofa, or to explore a popular scuba diving spot without touching a drop of water, the possibilities are endless and exciting.

There is a proliferation of content on the web, and virtual reality offers a new and exciting way of presenting this content. Now more than ever, there is a need to distinguish yourself from the competition, to provide content that excites, inspires and influences. This is a chance to get creative and be different.

With VR content, storytelling is immersive and messages more impactful. An experiment carried out last year demonstrated that VR drives engagement and empathy significantly more than traditional video. These factors make virtual reality a powerful weapon in a marketer’s arsenal.

However, despite the clear benefits of VR, businesses are still hesitant about diving in. In addition to questions of cost and accessibility, there is a more fundamental question of discoverability: can VR content be found using search engines? Is it even possible to optimize virtual reality content for search?

The good news is, the idea of search-optimizing VR is not as alien or impossible as you might think.

Increasing accessibility of VR

Although many consider the technology to still be in its infancy, virtual reality has already evolved a great deal over the past couple of years. This has been spurred along by a few handy innovations by Google to increase accessibility and ease of use. Notably in 2016, Google introduced VR view to allow users the ability to embed 360 degree VR content into websites on desktop and mobile, as well as native apps.

One of the primary reasons that companies fail to embrace the technology is a misconception over its accessibility. No, you don’t need to own an Oculus Rift to be able to experience VR content. In fact, you don’t need anything. With the ability to embed VR content into websites with the simple addition of an iframe, anyone can access the benefits that it has to offer.

Now on mobile, you need only discover a 360 VR video in your Facebook news feed, wave your phone around in the air and hey presto, you’ve engaged with the world of virtual reality. For a more immersive experience, a simple Google Cardboard headset will suffice, or go a step further with Daydream, a more robust version but without the hefty price tag of an Oculus Rift.

A Google Cardboard headset, one of the most affordable VR headsets available

Optimizing VR for search

All this fancy new technology is all very well, but if it can’t be found in the search engines, then the potential reach of your content is diminished. If you’re having doubts about the visibility of VR content in search, then just remember one important fact. Google itself is heavily invested in VR technology. It therefore follows that the Big G Go to the full article.

Source:: Search Engine Watch

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