The strides in digital imagery, specifically 3D virtual tours, have created an environment that offers viewers round-the-clock access into every type of business, property, venue, or project. Companies utilizing 3D technology find increased earnings and strengthened brand-awareness from the time a user discovers their 3D virtual tour online. 3D content also promotes search engine optimization (SEO) and enables organizations to improve their overall search presence. In a world where engaging, consumer focused content reigns king, nearly any industry can benefit from 3D virtual tours. From aspiring travelers previewing a hotel or near-by attractions, to would-be clients exploring gyms and spas, virtual tours provide an experience that written content alone has yet to transcend.
Why are Virtual Tours so Popular?
They are highly engaging.
A virtual tour is accessible, easy to consume and engages the audience’s attention for longer periods of time. A virtual tour also allows the user to take control and view the space at their own speed, creating a personalized, emotional connection.
Did you know that videos and like content have a 41% higher click-through rate than plain text, with higher conversion rates and increased ROI on top of that?
They provide accessibility and consumer confidence.
- People spend 5-10X longer on websites with an embedded virtual tour than those without.
- According to Google, the majority of people today want virtual tours. 67% of surveyed participants say they want a virtual tour when looking at a real estate or business listing.
- Google Business listings with a virtual tour see 2X more viewer interest because virtual tours completes a profile, boosting consumer confidence while increasing brand awareness and engagement.
So…How Do They Help Optimize Search Engine Results?
Increase in dwell time and reduced bounce rates.
The ease, accessibility and immersion of virtual media means that people spend a longer time watching content that you produce. Adding virtual tours to your web site means that people spend more time on your site, increasing the ‘dwell time’. Dwell time was mentioned in a Bing blog way back in 2011 and the methodology behind improving dwell time has adapted year after year. More dwell time directly translates to Google recognizing your page as something of value. The more dwell time you have, the better your pages will be ranked. The better the ranking, the larger reach your content will have!
Another huge benefit to utilizing 3D content is:
As an example, YouTube has over a billion users. Each day those users consume billions of hours of content – generating billions of views. Internet video traffic is expected to grow four times and constitute 81% of ALL consumer traffic by 2021. There is a natural inclination for search engines to favor virtual tours due to the consumer trends in video consumption.
With so many consumers aided by mobile phones and ever-developing tech and techniques to guide online search activity, virtual reality and 3D content will only increase the presence of your overall brand image while giving customers what they want, landing you at the top of search engine results.
Search Engine Results Pages (SERP) are the pages displayed by search engines in response to a query by a searcher, which makes it essential to ensure that your virtual tour is properly optimized.
Transcribe your virtual tour
Google is good at parsing virtual content for context-based searches, so transcribed text helps its bots crawl your content with more accuracy. Giving an explanation of what a user could encounter on their virtual tour allows Google to better direct relevant searches to your virtual content.
Optimize all 3D content
Keep your metadata relevant and updated. Add relevant page titles, subtext to imagery, add meta descriptions to individual pages, and include transcriptions and subtitles so your virtual tour is efficiently crawled by search engine bots. Bots won’t process the video content alone, but adding a transcript allows crawlers to understand the intent of your content and improve targeted search results!
Submit a video sitemap to Google along with some information using Webmaster Tool. It helps you to index your page better. This is good practice no matter what kind of content you are promoting!
That’s a Wrap!
Interactive immersive experiences convey emotions, increase global reach, and provide accessibility to anyone, anywhere from any device. Shared just as easily as a YouTube video or web page link, virtual tours are your cornerstone for a great marketing strategy. They give you front page results, get more conversions and are rising to be one of the most consumed online content types.
Got Space? For more information on 3D content for your unique place, visit Perspective 3-D.com.
Perspective 3-D, a Matterport Service Partner since 2015, is a Michigan based multimedia agency specializing in 3D property documentation and virtual storytelling for any industry that markets, manages, or communicates about any real world space. Services provided by Perspective 3-D are available to any company or organization world-wide.