How brands can use the latest 3D search technology

by Ana Lopez

Matt Maher is founder of M7 innovations where he guides brands through the evolving media and technology landscapes of AR, VR and Voice.

Over the past five years, we’ve seen great advances in how online shopping looks, as well as rapid growth in consumers’ willingness to participate. Much of the evolution can be attributed to advances in social commerce and to sites like Amazon with their emphasis on fast delivery and one-stop shopping.

At the same time, new technologies have emerged, most notably Augmented Reality (AR), enabling consumers to do this fit and try the products before purchasing. That reports Snapchat 100 million users are using AR to shop, and brands are capitalizing on this trend and seeing higher conversion rates.

Progress with 3D modeling plus organic search

Now Google looks poised to change the game for brands that have yet to embrace AR experiences for online and social shopping. The company recently announced it will launch higher quality image support, 3D visuals and the ability to swipe up images from accelerated mobile pages (AMP). Websites can sign up for this program. According to a sourcewhen brands deliver these types of high-quality images, it results in higher retention and more engagement.

Google clarified that they understand that 3D assets can be expensive and time-consuming, often requiring hundreds of product photos and expensive technology. To make this process more efficient and cost effective, they offer a new way to build 3D images. For example, using machine learning, Google has developed a way to create 360-degree product spins using only a small number of still images.

What 3D search means for brands

With this announcement, Google has made its position clear that it prefers to fill its search feeds with high-quality images, but what they’re not saying should be top of mind for brands working to develop an online AR platform. shopping experience. How Does 3D Modeling Affect SEO Search? Will the hierarchy of search results be based on image quality? Will 3D Content Border Paid Posting?

How it currently works is that brands will be given the option to upload their 3D models directly to Google GMC to be properly crawled and distributed via search, but Google will not host the 3D model on their servers. Brands will have to host themselves or use a partner. In addition, Google is releasing a set of preferred data partners that can handle this for brands. In short, the company is responding to the increased interest in social commerce and the higher conversion rates of higher quality images, such as Amazon’s view-in-a-room featurequickly gaining ground.

The future of search is visual, which is why companies like Google are leveraging more choices and actions to better help searchers complete tasks along the buying journey, especially for commercial and informational transactional queries. They want to improve the visibility of the search engine results pages (SERP) when shopping online at all points of the buying journey. The company also released that it now has its store chart 35 billion products listedwhich is 10 billion more than in 2021.

How to Level the Field: Where Do Brands Even Start?

The first step for any brand looking to create 3D models and AR shopping experiences is to develop a clear strategy. This may sound simple, but the reality is it isn’t. Most brands require a mix of different trading approaches, and not all products are ideal for the online 3D modeling experience, so a strategic approach that integrates across platforms and experiences is key to success. In-store experiences can leverage technology, just as the online experience can create new exposure for potential buyers.

Once a brand has developed a strategy that includes a holistic approach to selling, it’s time to dive into technology and find the right technology partner. With the ever-evolving and confusing landscape of 3D and AR technology, brands need a dedicated team to help navigate this new medium and all of its distribution points. These include iOS, Android, Web, Spark AR (Facebook and IG), and Lens Studio (Snapchat).

With the rapid advancements in machine learning, 3D modeling, AR, VR, social commerce and more, I do see the new chapter of search and shopping as visual. That’s why it’s more important than ever for brands to develop their plan for using 3D images in all the digital destinations their consumers frequently visit.


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