Search Engine Optimization

How voice and visual search impact your SEO

By August 3, 2020September 14th, 2020No Comments

Progressing voice and visual search technology are radically changing the way consumers are using the internet. Search engines and brands are forced to keep pace with more specific and contextual queries presented by sensory search users. Sensory search encompasses both voice search and visual search methods. Is your business ready to accommodate these new changes? It might be time to rethink your SEO strategy to connect with those using sensory search to find your products and services!

Voice Search

Speech recognition technology has been around since Google Voice Search was launched, and has become increasingly popular in our digital world. “Hey Siri,” “OK, Google,” and “Alexa” are everyday expressions for many of us that rely on a convenient AI assistant to check the weather, read the news, answer our questions, play music or set alarms.

Voice search capabilities enable users to search without having to type anything. Instead, we simply speak to our devices. Audio technology uses speech recognition to understand our speech input and deliver verbal results!

Connect with Customers Through Voice Search Optimization

Nearly 50 percent of consumers use voice assistants for general web search. According to Think with Google research, voice-activated speaker owners welcome brands as part of their experience. They’re looking for information about sales and promotions, personalized tips, upcoming events and business information from brands.

It’s crucial that you’re engaging with potential customers using voice search! Here are some ways you can optimize your digital content for voice search:

Use Structured Data

Adding speakable structured data or schema markup to your product or service pages and blog posts tells search engines what your content actually means, not just what it says. The more clearly search engines can understand your website, the more likely you are to connect with searchers looking for exactly what you offer.

Adapt Your Content

Voice search enables users to find information on a very specific topic quickly. It’s important that your content uses clear and concise language to connect with these users. Optimize your blog posts and product pages with longtail keywords and natural language that have lower search volume and less competition to deliver exactly what searchers are looking for.

Optimize for Local Search

A Microsoft voice report presented a hierarchy of digital assistant usage, showing that 47% of use cases on smartphone and smart speakers were for searching for a business, while 44% were for researching a product or service. It’s important that you perfect your local SEO if you want to engage with voice searchers looking for your business information! You can optimize for local searches by updating your Google My Business page, using structured data markup and building your online reviews.

Visual Search

For years, Google has offered the option for users to upload an image or image URL in the search toolbar within Google Images to generate a SERP. Now, visual search technologies like Pinterest Lens and Google Lens, among many others, feature live viewfinders where the smartphone camera is the visual discovery tool. Visual search uses computer vision and machine learning to identify various locations, objects and terms reflected into the camera lens.

Stand Out with Visual Search Optimization

By 2025, the global image recognition market is expected to hit $39.87 billion to accommodate the growing demand for visual search capabilities. Visual search offers immense opportunity for retailers and other ecommerce brands, specifically, to connect and interact with potential customers. Here are some ways you can help your brand stand out with visual search:

Add Images to Your Product Pages

Include multiple images on each product or topic page of your website to connect with search engines and online shoppers. Adding more images to your pages can give you more visibility in the image SERPs when users are searching for your products or services. It also provides your website visitors a better user experience when they land on your product page!

Optimize Organic Image Visibility

Proper image optimization helps search engines understand your photos. Use descriptive file names, alt text, titles and captions to inform both search engines and users of your image or media contents. Schema markup and metadata are also important for SEO in visual search! Detailed metadata improves your ability to drive traffic to your website and specific product pages via images.

Create a Brand Aesthetic

Help search engines relate your brand to a particular style or genre when returning search results by developing a unique and cohesive brand aesthetic across all of your digital platforms. Use consistent logos, color palettes, typography and imagery that reflect your brand and message. A memorable visual identity will also help current and potential customers easily recognize your brand anywhere!