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Posted by Matt Osborn - 17 August, 2018

How to Improve SEM Marketing Using Visual and Voice Search

There’s an old saying that goes: humans were given two eyes, two ears and one mouth because humans were meant to look and listen before they speak.

Following that logic, it’s no surprise that humans are, in fact, mostly visual learners. According to a study done at the University of Minnesota, the human brain processes images 60,000 times faster than text. Not convinced yet?

The proof is in the pudding! Infographics are shared and liked 3X more than any other type of content and, on social media, Tweets with images will get retweeted 150% more times than those without, and Facebook Image posts receive 2.3X more engagement than those without.

SEM Marketing Infographics
Source

For digital marketers, visual content is an important business tool for driving traffic and increasing brand awareness, but it’s also an important tool for users to locate specific content.

Imagery gives users the ability to visualize their ideas and process information better, which is why engagement is higher for pictures as opposed to text.

Therefore, it makes sense that users would also look to visual content to locate and pinpoint certain interests they have on the internet.

Well, within the last couple of years, technology has brought about a lot of advancements in the digital space. Apart from visuals, one of the most popular digital marketing trends is the emergence of voice-enabled devices and commands.

In keeping with the saying above, visual and voice search seem to be interrelated in the sense that both modes of search are becoming increasingly more popular.

In fact, Digital marketing Agency Aumcore believes that by 2020, voice search will rise to 50% of all search queries. To stay ahead of these trends, the following tips will show you how and why you should redesign your website for visual and voice search.

Voice SEM SearchSource

Let’s get Visual, Visual

Pinterest and Instagram are two of the most popular social media platforms whose main content is imagery.

These two sites are not only popular for users to share their personal moments with friends, but also for consumers to engage with their favorite brands.

Of these two social channels, 90% of weekly Pinterest users use the platform to inform their purchase decisions, and 80% of all Instagram users follow businesses.

Instagram SEM for BusinessSource

Often times, users will even refer to these sites in order to locate and identify certain retail items they’re interested in.

A great example of where visual search is a dominant tool for users is the beauty and fashion industry.

Lots of influencers like Sophia Chang will post chic photos of themselves in outfits and tag the brands that have created each respective piece of clothing.

This is so that users can go back to those brands’ websites and purchase the items themselves if they want to. Influencers will also use Pinterest to create storyboards of outfits and other projects like home decor to help other users find trending pieces.

Camera Search

Brands have been back and forth about whether or not they’re willing to invest time and money into Snapchat, but with the announcement that the social media company will be collaborating with Amazon on Camera Search, it looks like it’s about time your company signed up. Camera Search, as announced by TechCrunch, is:

Buried inside the code of Snapchat’s Android app is an unreleased “Visual Search” feature where you “Press and hold to identify an object, song, barcode, and more! This works by sending data to Amazon,  Shazam, and other partners.” Once an object or barcode has been scanned you can “See all results at Amazon.”

While this kind of visual search isn’t new, Snapchat’s marriage to Amazon revolutionizes the sales funnel.

Last year, Pinterest came out with Lens, a camera search tool that allows Pinterest users to search items through images in a very similar manner to Camera Search.

After users focus the camera on a piece of clothing, the Pinterest app would then direct users to available and comparable items across Pinterest.

Snapchat has taken this enterprise web development a bit further with Amazon by providing a seamless user experience.

Google Camera SearchWhat gives Camera Search a leg-up is that the sales funnel will be easier for consumers and brands alike thanks to Amazon Business.

Consumers will have a familiar checkout process they’re comfortable with, and they may potentially have synced credit card information for a seamless checkout process.

To increase your conversions for the future of visual search, it’s important to begin optimizing your content on Amazon by integrating keywords that digital assistants can easily identify.

Just take your same keyword SEO strategy and apply it to Amazon! If you need some added help on this step, feel free to get in touch with a marketing agency and they’ll be more than glad to help you out!

Optimize for Local

Voice search is dominated by local SEO.

In fact, voice searches are 3X more likely to be local than text queries. To begin optimizing your business for local SEO, start by claiming your business’ address across the internet.

Local SEM Marketing with Google BusinessThis will further connect your geographical location with your brand and strengthen your local influence. Oftentimes, many businesses will even integrate aspects and characteristics of their neighborhood into their brand to further emphasize its location.

When it comes to search engines like Google and Bing, registering your company as an official business is what will make the difference for voice search.

Head over to Google Business and Bing Places, follow the steps to register your brand and, within the next week, your business will show up on Google Maps and Bing Maps.

Position Zero

When it comes to ranking on SERPs, brands previously thought that aiming to rank first is what a business should strive for.

However, there’s something even better than first — position zero! Position zero includes those featured snippets and lovely summaries that appear at the top of all search results. They directly answer a user’s query and contain the necessary information and keywords that the user requested.

Position zero

There’s no definitive guide that tells brands what the exact steps are to reaching a featured snippet, but Tim Soulo notes that “it is 99.58% positive that Google only features pages that already rank in the top 10.”

In addition to following SEO best practices that your brand already has in place, when it comes to voice search, remember to keep your keywords more colloquial, as users tend to speak to digital assistants more informally. But remember, if you’re aiming for top 10, your content should be written to answer a specific question!

Tip Recap

It’s no secret that technological capabilities are advancing, and advancing fast. How your business responds to the changing digital landscape is what could either make or break your brand’s development.

Hopefully, these tips on visual and voice search have given you insight on specific changes your brand can make to get you ahead of the game. Let’s go over those tips one more time: 

  1. Tag your brand across social media so users can easily recognize your products and or services
  2. Take your keyword strategy to Amazon for the future of ecommerce visual search
  3. Optimize your business’ location for your local SEO by registering your company on Google Business and Bing Places
  4. Write your content as if you’re answering a question and aim for position zero

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About the Author: Therese Palmere is a content writer for Aumcore, a digital agency based in New York City that specializes in emerging technologies. While specializing in social media marketing, she is experienced and covers everything from user experience to enterprise web development.

Topics: B2B eCommerce, Sales & Marketing, B2B Marketing