# 4.0: Creating NFT visibility parity across the ecosystem

NFT’s discoverability dilemma can be likened to published web pages without proper search engine optimization. Without Search-Engine-Optimisation (SEO), relevant web pages are unlikely to be found even if the content is closer to the search prompt. Similarly, web pages with likeness to search queries are also lost. <mark style="background-color:purple;">**As metadata onchain acts as “SEO” for NFTs, without it, hundreds and thousands of relevant NFTs are lost with high volume of minted creations every minute.**</mark>&#x20;

<figure><img src="/files/uBzBpJZiHPBoAdg7VbIz" alt=""><figcaption></figcaption></figure>

NFT SEO (onchain metadata) has been largely ignored as early adoption focused on minting creations, and relying on NFT platforms for discovery enhancement. As the first use case of NFT platforms where minting and/or serving as marketplaces, discovery was based on word-of-mouth or transaction data, not organic or subjective search. <mark style="background-color:purple;">**As NFT platforms rely on onchain metadata to inform their search, as well as, limited centralized metadata such as name and description when listing an NFT, it has led to inefficiencies between what’s searched and surfacing relevant NFTs across the ecosystem.**</mark> As NFTs gain utility for digital ownership out of the collectibles industry, and into art onchain and beyond, enriched metadata layers for NFTs become crucial as the lynchpin of NFT's adoption. &#x20;

<figure><img src="/files/eF678mwyC8NCNmF2SpMi" alt=""><figcaption></figcaption></figure>

<mark style="background-color:purple;">**A distributed AI-powered Web3 Wide discovery network works to alleviate discovery inefficiencies by equalizing discovery disparity across chains, multi-medium and platforms.**</mark> This means creators benefit by having their work found based on context or similarity relevance which increases their organic audience impressions. Additionally, as discovery solutions happen on a smart contract level, it breaks discovery out of centralization from NFT platforms, and instead creates discovery parity through unbiased, Web3 Wide standardization. <mark style="background-color:purple;">**The natural effects of these changes will encourage the distribution of impressions from isolated audiences across all creations and mediums, regardless of chain, and instead, position the audience’s search experience based on relevancy, rather than vertical attention.**</mark> In short, the discovery paradigm is repositioned from a centralized experience to a distributed one.

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