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When the internet transformed from a tech-based novelty to a marketing powerhouse, the goal of ranking as high as possible on search engines such as Google became a top priority for businesses. These days, a lack of online visibility and authority can be a killer for brands, especially smaller organizations. For this reason, modern businesses simply must invest in marketing strategies such as SEO and online content. However, what if an area of your business dwells within the metaverse?
This is a topic many people previously hadn’t considered. After all, people have just got their heads around how to market an online store, for the most part. But when it comes to the metaverse, we’re yet to see all it has to offer and the many evolutions it’s yet to experience.
That said, the approach to marketing a virtual store and increasing its online visibility is much the same as a website at present. In this post, we’ll dive into the world of metaverse marketing and the techniques that help businesses with a metaverse presence replicate their online success.
Don’t Rely on the Novelty of the Metaverse
The first and most important thing to remember is that you should never rely on the momentum of a trend to carry your business. Trends fade and disappear. At one point, saying “we have a website” to potential customers was likely enough to get their attention. Now, that’s commonplace and not impressive. It should be standard for every company.
Our advice would be to approach the marketing for your virtual store with the same urgency and vigour as your other marketing channels. For example, you currently invest time and energy into your website and maintaining it, right? Nothing is stopping you from doing the same for your virtual store right now, even if it’s yet to launch.
Search Engine Optimization (SEO)
For a while, SEO was a buzzword everyone had heard of, but few understood outside of marketing circles. Today, it’s arguably the most powerful marketing tool at the disposal of modern businesses. SEO stands for search engine optimization, which uses several techniques to improve visibility on search engines. Essentially, the higher you rank on SERPs (search engine result pages), the more likely customers will find your business and buy from you. A good SEO strategy consists of many different arms, such as technical SEO, content marketing, and local SEO, to name a few.
So, does the metaverse mean you’ll have to completely revolutionize your SEO campaign to suit the needs of your virtual store? Absolutely not. It just requires additional time and energy steered towards metaverse-focused SEO tactics. For example, targeting metaverse-related keywords and creating content to suit audiences interested in virtual environments is crucial. Otherwise, you’ll fail to drive organic traffic to your site and lack the content to engage a relevant audience.
Metaverse-Focused Content Strategy
Content is criminally overlooked by many businesses, often because they fail to see the value of content if their primary goal is to sell products and services. They could not be more wrong. Online content is among the most impactful solutions for increasing online visibility and engaging a variety of audiences, therefore broadening your target market. Content helps in this way by adopting traditional SEO techniques such as targeted keywords and the inclusion of high-quality backlinks.
This tells Google that your metaverse content is a relevant and reliable source of information and that it’s trustworthy, thanks to backlinks to high-quality websites. Google repays your effort by increasing your visibility and ensuring people who search for the keywords you target find your website.
When it comes to marketing a virtual store, ‘content is king,’ as the saying goes. This is because the metaverse is still very new and yet to become highly competitive, which means the playing field is relatively level. Not to mention that the metaverse is a trend that many people are looking to understand on a deeper level. And how will they develop this understanding? By reading your content, of course.
Blog posts and high-quality website copy help you increase visibility from an SEO standpoint and allow you to flex your creative muscles and demonstrate authority on the topic. Getting people to find your website is half the battle. Ensuring they stick around is the other, and content is the key to engaging an audience.
User Experience (UX)
The internet has been around long enough now that people expect websites to be a quick, fluent and hassle-free process — we’re talking about the user experience (UX). While some assume UX is more of an aesthetical or practical advantage, SEO relies on high-quality UX to maximize engagement. Google has evolved over the years, and so has its algorithm, which analyzes a website’s UX better to understand its relevance and value to a reader.
If users quickly leave your website (bounce rate) or it offers a slow, clunky experience — it’s basically not giving the audience what it needs, and Google won’t view it as valuable. The result of this is lower ranking and less visibility online. When you consider the hype behind the metaverse and virtual stores, failing to engage an audience due to something as simple as UX would be a big blunder.
When it comes to a virtual store, you need to make the journey from SERPs to your store as quick and painless as possible. If your site is slow or you have to follow a yellow brick road of links to get to your destination, it’s safe to say Google won’t be your biggest fan. Even simplistic factors such as website design can be hugely impactful.