Daily Archives: 30.06.2026

How a virtual tour affects website SEO: mechanics and data

How a virtual tour affects website SEO: mechanics and data In short: A virtual tour improves the behavioral metrics of the page - visit time, viewing depth, returns - and through them search engines raise it in the search results. Based on measurements of our projects, the time on the tour page increases by 3–6 times, refusals fall by 20–40%. The effect is stable, but appears 2–4 months after implementation. A virtual tour improves a site’s SEO not directly (Google and Yandex do not index the 3D content itself), but through behavioral signals - the user stays on the page longer, explores the site more deeply, and is less likely to return to the search results for the “next option.” Search engines read this as “the page solves the query” and gradually raise it in the rankings. Over the past two years, we at 360° Space have measured the effect on 40+ websites of real estate, restaurants, showrooms and medical centers. The picture is the same - the main thing is that the tour should be built into the page, and not hang as an icon with a link to a separate domain. Why does a website need a 3D tour - five benefits with numbers When we are asked “what will a tour give me in terms of SEO,” we usually show an upload from Metrica before and after implementation. Specifics for our clients: Time on page increases by 3–6 times. Apartment card without a tour - the user looks for 40–60 seconds. With a tour, it takes 3–5 minutes, because a person walks through the rooms, opens the layout, and measures the dimensions. Refusals drop by 20–40%. A client from Kazan (premium real estate agency) had a bounce rate on tour cards drop from 58% to 34% in three months - without other changes to the site. The viewing depth increases by 1.5–2 times. After the tour, people more often go to look at “similar objects”, open contacts, and switch to a calculator. Conversion to application is plus 15–35%. A person who has completed the tour goes to the meeting already warmed up: he imagines the layout, saw the decoration, and understands the atmosphere. The time until new pages are indexed is reduced. Pages with a tour and a detailed description get into the index faster - in 1-3 days versus 1-2 weeks for blank cards. Separately, about returns to the search results - this is perhaps the most sensitive signal. If a person leaves your page back to search within 10 seconds and clicks on the next result, the search engine remembers this. The tour holds. How it works in practice - filming, editing, integration. Technically, the process looks like this. We shoot an object on a Matterport Pro3 or an Insta360 assembly - the choice depends on the area, lighting and whether precise dimensions are needed. An 80 m² studio means 40–60 shooting points, two hours on site. Mansion of 600 m² with a plot - day of shooting, plus departure the next day if you need to film the landscape with a drone. Processing and gluing - from two to seven days. The tour is embedded on the website via an iframe - this is critical for SEO. If you simply provide a link “open tour in a new tab”, the behavioral signals will go to someone else’s domain and will not reach your page. That's why we always insist on embedding it in the card: the tour opens directly on the page, the user scrolls through it without leaving the URL. Additionally, we write the VirtualTour markup in Schema.org - Yandex understands this markup and sometimes pulls the tour preview into the search snippet. This gives a 5-12% increase in CTR - small, but free. An example of live work - we were asked to do a tour for a furniture showroom in the Moscow region. We filmed for two days, processing for a week, installation for another three days (layout of product cards for iframes). A month and a half after publication, pages with tours reached the top 10 for regional queries such as “buy corner sofa [city]” - before that they were on the 3rd page. See how the tour looks on action pages - several recent real estate projects: View all projects → How much does it cost - range and storage formats The price depends on three things: the area of ​​the object, the type of shooting (Matterport, regular 360° panorama, hybrid with drone) and the delivery format of the finished tour. Basic guidelines: Apartment 40–80 m² – from 12,000 ₽, ready in 5–7 days. House or office 100–300 m² - from 25,000 ₽. Large objects from 500 m² (restaurants, showrooms, production facilities) - we calculate individually, usually from 60,000 ₽. We have three options for delivering the finished tour. The first is the 360° Space cloud: the tour is located on our high-speed servers with technical support, updates and fast loading for the user. Second, we deploy the tour on the customer’s server if there are requirements for storing data within our own infrastructure. The third is offline assembly: a standalone version for PC or a separate assembly for a VR headset, works without the Internet. The latter option is often ordered for exhibitions and presentations for investors. It’s more convenient to calculate the exact estimate for your property in the calculator - all allowances for the number of floors, night photography, drones and urgency are taken into account. Frequently asked questions How long after setting up a tour will my search rankings increase? The first changes in behavioral metrics are visible after 2–3 weeks in Metrica. The actual movement of positions in the search results is 2–4 months, provided that the page was, in principle, relevant to the request before the round. The tour strengthens what is already ranking well, but it will not pull a frankly weak page to the top. Should the tour be embedded on the page or is a link sufficient? Be sure to embed via iframe directly into the card. If you simply provide a link to “open a tour,” all behavioral signals—time, scrolling, returns—will go to the domain where the tour is hosted. Your page won't get anything in SEO. How do search engines read 3D content itself? No way - the search robot does not enter the tour. But he sees the visit time, viewing depth, bounces and click-through rate of the snippet. Additionally, we add Schema.org VirtualTour markup and a text description of the tour next to the iframe - this gives the robot context and sometimes pulls the preview into the Yandex snippet. Calculate costProject catalogMatterport

Virtual tour for a museum and exhibition: digital format of the exposition

Virtual tour for a museum and exhibition: digital exhibition format In short: A virtual tour for a museum and exhibition is a powerful tool for attracting new audiences and preserving cultural heritage. At 360° Space we create tours that allow visitors to explore exhibitions from anywhere in the world, such as our project for the Tsarskoe Selo State Museum-Reserve. A virtual tour for the museum and exhibition opens new horizons in the presentation of cultural heritage. At 360° Space we see how 3D tours are changing the way exhibitions are viewed, making them accessible to a much wider audience than traditional formats. This is not just an interactive walk, but a complete tool for education, promotion and conservation. For example, for one of the regional museums in Yaroslavl, we made a tour that allowed them to draw attention to a unique collection of wooden sculptures, previously known only to a narrow circle of specialists. Through virtual tours, museums can expand beyond their physical walls, offering visitors a unique experience that cannot be had otherwise. This is especially true for exhibitions that have a limited duration, because a 3D tour allows you to “preserve” the exhibition and make it available for a long time. Why does a museum need a 3D tour? The introduction of a virtual tour gives museums and exhibition centers a number of advantages that are difficult to overestimate in the modern world: Expanding the geography of visitors. A virtual tour allows people from all over the world to visit your exhibit without leaving home. For example, one of our clients, a museum in St. Petersburg, after launching a 3D tour, noticed an increase in requests from foreign tourists by 15-20% in the first year. Increased audience engagement. Interactive elements such as information points, videos and audio guides make exploring exhibits more in-depth and fun. According to analytics, the average time spent by a user on a virtual tour can reach 5-7 minutes, which is significantly higher than viewing regular photo galleries. Preservation of cultural heritage. 3D scanning captures the exposure in the smallest detail, creating a digital copy of it. This is invaluable for preserving the memory of temporary exhibitions or documenting the condition of museum rooms. We did such a project for a contemporary art exhibition, which lasted only a month, and now you can “visit” it at any time. New opportunities for education and research. Virtual tours can be used as teaching aids for schoolchildren and students, as well as a tool for scientific research, allowing you to study objects in detail without physical access. This is especially valuable for fragile or hard-to-reach exhibits. Attracting sponsors and partners. Modern, technological solutions demonstrate the progressiveness of the museum, which increases its attractiveness to potential investors and grant givers. Having a high-quality 3D tour can be a powerful argument in negotiations. How it works: the process of creating a 3D tour Creating a high-quality virtual tour is a multi-step process that requires professional equipment and experience. At 360° Space we have developed a refined methodology: Preparatory stage. We discuss with you the goals and objectives of the tour, the number of filming points, the need for interactive elements (infopoints, video, audio). For a museum, this may be important to highlight key exhibits or routes. Visiting the site and filming. Our team arrives at a museum or exhibition with a professional 3D scanner (for example, Matterport Pro3) and panoramic cameras. Shooting one hall with an area of ​​100-200 m² usually takes 1-2 hours, depending on the complexity of the space and the number of details. When filming a large exhibition complex in Moscow with an area of ​​more than 1000 m², we worked in two teams to fit it into one working day and not interfere with preparations for the opening. Processing and assembly. The footage is loaded into specialized software, where panoramas are stitched together, a 3D model of the space is built, color and light are corrected. Then we add all the agreed-upon interactive elements: pop-ups with exhibit descriptions, links to external resources, video and audio tracks. Testing and approval. The finished tour undergoes internal testing by our specialists, after which you get access for final checking and making edits. We always strive to ensure that the result fully meets your expectations. Publication and placement. Once approved, the tour is published. We offer several hosting options: (1) on high-speed 360° Space servers with technical support, (2) on the customer’s server if you have your own infrastructure, or (3) as an offline version for PC or a separate assembly for a VR headset that works without the Internet. For example, for one exhibition we were asked to create an offline version for demonstration on touch kiosks, which allowed them to work on site without depending on the quality of the Internet connection. The entire process, from initial consultation to completed tour, typically takes between 5 and 15 business days, depending on the scale of the project and the complexity of the interactive elements. View all projects → How much does a virtual tour cost for a museum? The cost of a virtual tour for a museum or exhibition depends on several key factors: the area of ​​the object, the number of filming points, the complexity of interactive elements and the chosen format of placement. We offer a flexible pricing policy so that every museum can find a suitable solution. Basic projects for small halls can start from RUB 25,000, while complex tours for large exhibition spaces with expanded functionality can cost significantly more. To accurately estimate the cost of your project, we recommend using our online calculator or contacting us directly for a personalized consultation. We are always ready to offer the optimal solution based on your budget and objectives. Frequently asked questions Q: Can I integrate a virtual tour into my website? A: Yes, of course. All of our virtual tours can be easily embedded into any website using simple HTML code. This allows your visitors to view the tour directly on your site, without going to third-party resources. Q: How long is a virtual tour stored? A: We offer a variety of accommodation options. If you use the 360° Space cloud, your tour will be available as long as you use our services. It is also possible to host it on your server or create a standalone version that does not require constant online access. Q: Can I add information to the tour myself after it is created? A: In most cases, we add interactive elements during the tour creation stage. However, for some projects we can implement functionality that allows you to independently edit text descriptions or change media files in infopoints through a convenient control panel. Discuss this opportunity with our manager. Calculate costProject catalogMatterport

Case study: architectural bureau showcases completed objects in 3D

Case: an architectural bureau shows implemented objects in 3D Briefly: An architectural bureau from Moscow ordered a 3D tour case of an architectural bureau for 4 realized objects - a private house of 380 m², a country residence, a city apartment and a studio office. We shot Matterport Pro3 in 9 days and put together a single portfolio section on the bureau’s website. Guys from a Moscow architectural bureau came to us - 12 people in a team, specializing in private houses and premium-segment interiors. The problem was classic for designer architecture: photographs do not convey the space, and potential clients nod at meetings, but do not understand the scale and logic of the layouts. A month after the filming, the agency’s partner wrote that the conversion of initial meetings into contracts had increased - clients came already “warmed up”, having seen enough of the tours on the website. Objective The Bureau wanted to show the completed projects in such a way that a potential customer could independently “walk around” the house, look into each room, evaluate the height of the ceilings, glazing, and transitions between zones. Standard tools did not solve the problem: photos are always a choice of angle by the author, video drone flights do not show the interior, and 2D plans are read only by professionals. A separate nuance is that three of the four objects are already residential, with occupied owners. This means: the shooting window is 4-6 hours a day, you can’t move furniture, you can’t leave equipment overnight. One object - a residence in the Moscow region - generally required approval from the village security and a separate entry for the operator. The bureau considered the option of making a tour using a full-time visualizer using 3ds Max, but they estimated the time frame: rendering one house would require at least 3 weeks of designer work, but four objects were needed in parallel. We decided to remove the invoice. What we did We went to all four objects with Matterport Pro3 - this is a lidar camera that records the geometry of space with an accuracy of 1 cm. For each object there is a separate shift with one operator and an assistant for preparing the shot (straighten the blanket, remove the mug from the table, open the curtains). Footage and deadlines for objects: Private house 380 m² in New Riga - 1 shift, 156 shooting points Residence 720 m² with a basement and spa area - 2 shifts, 284 points City apartment 145 m² on Patriki - half a shift, 62 points Office of the bureau itself 210 m² - 1 shift with additional rounds attics Between shooting and delivery - 9 working days. These days, processing: stitching panoramas, placing tags with signatures (author of the project, year, area, materials used), generating a dollhouse view and plan diagram, cleaning artifacts in mirrors. At each site, at the request of the bureau, mattertags were added - these are interactive points right inside the tour. You click on the sofa - a card with the name of the model and brand opens, you click on the lamp - the same thing. The result is a design catalog: the customer walks around the house and immediately sees what it is made of. The tours were placed in the 360° Space cloud - on high-speed servers with technical support. The bureau received embed codes for embedding into its website and separate direct links for sending in instant messengers. For presentations at the Batimat exhibition, we made an offline assembly of two flagship objects - an offline version for a laptop that works without the Internet directly from the stand. Result Two months after the launch of the “Completed Projects” section, the partner of the bureau sent statistics: the average time on the site increased from 1:40 to 6:20, the viewing depth - from 2.3 pages to 5.8. For initial applications, the transaction cycle has been shortened: previously, from the application to the signing of the contract it took 6–8 weeks of meetings and discussions, now it takes 3–4 weeks. Clients come with specific questions about objects they have already seen. A bonus that no one expected: one of the tours of a private house was stolen by the contractors of the bureau - a kitchen factory and a supplier of engineering systems. They now show this tour to their customers as an example of what their product looks like in a real interior. The bureau received free mentions. You can see our other real estate projects below - there are apartments, country houses, and offices. View all projects → Frequently asked questions How much does it cost to shoot a portfolio of several objects? Depends on the footage and complexity. For a package of 3-4 objects we give a discount compared to a piece order. We calculate the exact estimate according to the terms of reference - send the area and addresses, we will respond within a day. What if the property is already residential and the owners are not ready to let you in for the whole day? We work according to the owners' schedule. Pro3 removes one floor of 100–150 m² in approximately 2.5–3 hours. We will coordinate the shooting points according to the plan in advance so that the operator does not wander. Is it possible to embed a tour into your website and keep the design of the bureau? Yes, we provide an embed code and a direct link. The tour opens in your branded frame, without third-party logos. Upon request, we do branding of the player interface. Do you want a similar project? If you have completed projects and need to put them together into a selling portfolio, write to us and we’ll discuss it. We count for free, travel around Moscow and the region without additional payments. Calculate costProject catalogMatterport