Voice and visual searches are becoming more and more popular these days. There’s our Amazon ambassador Alexa, of course, our old pal Siri, the lesser-known Cortana—we even have voice assistance available in our refrigerators these days. Search marketers are curious about this. They want to know how to build a strategy for this. There are always these boutique agencies which can help you with making a strategy.
Then there’s visual search, a lesser explored but potentially very powerful eCommerce tool. Major advertisers like Pinterest and retail giants like Target are increasingly starting to embrace visual capabilities.
Here are some of the ways you can build a strategy for this:
Write a conversational content:
When people are conducting voice searches, it’s often in the form of longer tail detailed questions. These types of queries are important because they represent a very strong and very specific intent. While there’s no way to optimize ads to this yet, you can better your chances of serving an organic result by optimizing your SEO.
Make sure your website has enough conversational content. Because if a user searches for “find the best shop near me” this will make you get picked organically, if your content has its answer.
You can update your paid search structure accordingly:
No voice ads are currently being served. However, advertisers are starting to notice voice commands in their normal search queries.
Note that many of these are long tail. Voice queries on average are at least 5-6 keywords. Voice queries are also typically very local—usually asking for nearby locations or directions.
To get ahead of this trend, advertisers can mine their search queries for voice commands and build out campaigns specifically around them. Depending on how they perform and what your goals are, you may want to bid higher or lower on these types of queries—or even exclusively target more local areas.
Update your structured data specs:
Recently, Google made a new schema.org specification available, that if set up correctly on your backend will indicate to various voice assistants if a section of your website is particularly “speakable.”
A good digital marketing agency usa can help you in configuring this in your backend. Having this configured properly in your backend will allow easy text to speech conversion when voice assistants start reading results—making your brand more likely to be chosen as the answer. Again, while this isn’t monetized in any way, it’s valuable for brand recognition and traffic to your site!