The search behaviour of internet users have come a long way from the advent of Google search in the late 90s. Today, the devices used, the queries asked, and the sites accessed are all changing the search landscape in new ways.
The increase in the adoption of smart speakers and the use of images instead of search queries are making brands rethink their SEO strategies to keep up with the future of search. Here, in this guide, we look at the two big trends of search right now – voice and visual and its implications.
Voice Search Rapidly Gaining Search Share
You may have come across the notoriously famous stat, “50% of all searches in 2020 would be made without a keyboard.” While econsultancy has investigated that this statistic is more of wishful predictions than reality, voice searches are not far behind.
In 2016, Google revealed that 20% of all searches carried out in the Google app are via voice. While voice may not have reached 1 in 2 searches yet, it’s getting there.
Visual Search Not Getting Left Behind
Compared with voice search, the visual search doesn’t get much media spotlight. But, that doesn’t mean it’s irrelevant. Just like voice, users are using images instead of typing text for search queries. Google Lens is now available on both Android and iOS and comes with an array of features. It can scan barcodes, translate text from one language to another, search for objects scanned in the real world, and find it online, and much more.
Not just Google, Bing the other big search engine has also made significant improvements to its visual search capabilities. Bing offers third-party app developers to create feature-rich apps using visual search.
The third major development in the field of visual search is Pinterest. Pinterest allows users to use specific items in pins and search for them online. Alternatively, the app also allows users to search for objects in real life and find it online, thereby driving eCommerce sales, all from the Pinterest app.
Visual search also helps in boosting local search capabilities. An example of this is “search by photos,” introduced by Google. The search by photos option appears for specific verticals and is placed along with regular search results.
For instance, if a user searches for “tacos near me,” the search results include photos of tacos from local restaurants. The user can click on these photos to find a taco restaurant.
Another example of the increasing relevance of visual search is the addition of AR into Google Maps. Several recent studies reveal that visual search is increasingly preferred by millennials, who prefer images instead of typing text queries.
What does this mean for Marketers and SEO strategists?
Marketers have to move beyond keyword optimization of content and rethink their content strategy to be suited for voice and visuals. The fundamental strategy for PPC marketers, SEO specialists and content creators is to start preparing for these new technologies. Stay ahead of these changes, as consumers migrate to voice and visual searches, giving up text-based queries.
