Voice, Vertical, & Visual. What is the Future of Enterprise Search? J
Fast are the days going where I could see her texting to all and sundry for hours on end. Now the fingers have slowed down, and the voice has taken over
Voice, Vertical & Visual. Are you experiencing the same phenomena?
Following her interaction with her mobile devices, multiply that by millions or billions of voices all chatting into their gadgets.
One could think if Martians do exist then they might find us a noisy planet indeed.
Not surprising all the big Tech Companies foresaw this advancement long before I did. I feel it just crept up on me without warning. Maybe I am deafer than I realized.
Now when we in the industry of SXO (Search Experience Optimisation) look at all the components of a future strategy, we take into account Voice, Vertical & Visual.
If we ignore Voice, Vertical and Visual, we do so at our peril.
Our industry remained relatively static for many years, but not anymore. The industry has expanded and appears to be evolving into something more incredibaly exciting.
You may have noticed that I did not say Search Engine Optimisation (SEO) but instead wrote Search Experience Optimisation (SXO). Because there has been a massive shift to consumer focus needs. No longer do consumers feel it is sufficient to text to discover the products or services they desire.
We are now living in a time where both Marketers and their audiences can engage through visual and voice channels. Thus allowing, for full interactive experiences. Now all can assess anytime and anywhere on any of device.
So What Exactly are Visual Search & Vocal Search?
In a Nutshell, they are the New Search Technologies. They
Visual Search is where an image is uploaded to produce and receive relevant search results. Such as a user uploading an image of a particular item of furniture from a specific Furniture Retailer via their App and find details on how to buy the item.
Voice Search as is implied by the name allows a user to give a spoken command to a Virtual Assistant, for example, Google Assistant or Cortana. Resulting them receiving relevant search results in return. These results usually are received back both visually & audibly.
As I said, at the beginning of this article, these search methods have been taken up by a growing population of global users, and according to Gartner, the world’s leading IT Research & Advisory Company have released estimations that by 2050 nearly 30% of all Online Search Interactions will be achieved via voice.
Author’s note: With regards to Voice, Vertical & Visual, my wife is way out in front of me. I think it will be a while before I can catch her up.
Similar growth is expected with Visual Searches as users become more acquainted with future technologies in Power Image Search on next-generation Smartphones. Each camera becomes a visual discovery tool. Typing Keywords when purchasing items will become less in the process.
We humans have always known it is at times much simpler for us to imagine what we want versus trying to put the same thoughts down on paper.
With Visual Search, it naturally will become easier for users to find what it is they are looking for by simple images.
My wife will be so happy to read this next piece; Visual Search will assist her with the next pair of shoes she wishes to buy.
No longer will she have to type in keywords such as a pair of black stilettos, which currently will return countless general results, she will be able to upload an image and be specific to narrow down the response.
Because of Voice, Vertical &
Visual my credit card will take another hit in record time.
What happens if the response from my wife’s search produces a “Not In Stock” response? Here another new benefit will please her with the ability to be cross-sold to by the website by promoting another similar pair of shoes that she may like.
The possibilities of Cross-selling is endless.
What benefits can be gained with Voice, Vertical & Visual Searches regarding SEO?
Google is ranking pages for User Experience because of Voice, vertical & visual Searches ability to deliver swifter search queries. Plus, with the added bonus of the disappearance of incorrect spelling impeding the query.
So how do you optimise your site? By optimising to Google Assistant. You will need to structure your content to accommodate, such as being informal, clear and straightforward.
Now start to visualise what Conversational Keywords can be incorporated within your written content based on the likelihood of Voice Search Terminology. Thus giving you the benefit of responding to a specific query.
Another benefit of incorporating Conversational Keywords comes when you create a well-structured FAQs (Frequently Asked Questions) Page. This allows you to avoid overstuffing your content with Keywords and facing a penalty by Google.
When creating localised SEO, you will need to include relevant locations in your keyword, such as Department Stores in Kensington or knightsbridge, London.
By doing this, it will enhance the likelihood of Voice Searches cementing your brand within the results.
Now that we all understand that Voice Searches will be done on our mobile devices. It is imperative that all e-commerce type websites can function perfectly on those same mobile devices.
The AMP Project which will be the subject of my future article is an open-source platform which allows you to create high-performing mobile web pages without any coding being raised.
How do I optimise my mobile site for
When planning your Visual Strategy always consider what is the most efficient route to carry your customers through the various stages of your site’s Search Funnel. This will give you positive results when handling customers who impulse purchase based on images they see.
Pay particular attention to textual elements such as the Captions, Titles, and alternative texting. By doing this will allow your images to be better indexed and will consequently give you a better return in queries.
What other useful actions can you do to achieve success with Voice, Vertical and Visual searches?
- Let Google have your Image Sitemap. If your site is WordPress check out: support.wordpress.com/sitemaps or XML Sitemaps Generator for Google.
- Create a presence on the Pinterest website and their Pinterest Lens App. There are now over 600 million visual searches each and every month here alone. This will help you to generate more Visual Search Conversions.
- Do the same with Google Lens because they are reporting images are returned now for over 26% of their received search queries.
- Add multiple images to each product in your range and ensure you optimise the images for rapid page load.
- Tailor your stock images, so they are not identical to your other images. Google and other search engines will have trouble if your image is replicated across the web in different contexts.
- It pays now to keep a close eye and track any increases in demand via your image Search Traffic.
- If you envisage your e-commerce site to having an App as well, it will make sense to incorporate ViSenze API to allow you to include Visual Seach functionality and works with receiving & analysing images sent by your customers.
Finally, here is the summary for our latest article on Voice, Vertical and Vision researches.
As you can now observe, optimising your website and mobile site for full Vocal, vertical and visual searches will help you to achieve your future goals.
Make it firstly, as simple as possible for your customers to find you and your product range, and secondly, make it stress-free as possible for them to purchase what they want on your online presence.
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Mike Bowley is an Indoor Coffee Houseplant & Colombian Giftware Importer, SEO Content Writer, Baby Boomer, and published Author. He thrives on creating alliances with UK based Artisanal Cafe Owners and Garden Centers with artisanal product makers in Colombia.
He enjoys helping “Newbie” website owners. Plus, fellow Baby Boomer Online Entrepreneurs in getting organic content onto web pages and mobiles.
Mike has spent over 50 years in sales/marketing and shares his life and work between the UK and Colombia. He is a regular writer on both Viviamaridi and WattPad.
Visit his author’s website here: mikebowley.com.