As voice and visual searches become more popular, it’s important for brands to understand how they can take advantage of this trend to increase their conversions. In this article, we’ll explore some strategies for business’ to use voice and visual search to their advantage and see how they can improve their marketing efforts.
Let’s start with voice search because it’s the more popular of the two trends we’ll be talking about today. Voice search is exactly what you think it is – you speak your search query to a device and it automatically finds the answer for you.
Using voice search to increase conversions
So how does voice search work? I’m glad you asked. Let’s take a look at Apple Siri as an example: After the user asks, “Hey siri….”, the voice assistant will analyze what the user said, compare it against how people have actually spoken in the past, and try to find an accurate search result for their request!
Quality content is the backbone of any marketing strategy. Voice assistants and smart speakers are becoming increasingly popular, with voice searches anticipated to increase exponentially in coming years. A good way for businesses looking at use voice searches to increase your conversions, would be producing an engaging blog posts, website, interactive content or videos that keep your audience coming back for more!
Voice assistants like Siri or Google, recommend specific brands based on your preferences and buying history. If you’ve previously bought a pair of shoes from Nike, for example, your digital assistant might recommend that you buy another pair next time you’re shopping online. Brands need to be present on the platforms these assistants use if they want their customers to have access to their products when they finally do decide to make a purchase.
Using Visual Search to increase conversions
Platforms like Google and Pinterest have embraced the new technology of virtual reality, which is paying off for them. It’s an industry that appears to be robust in digital marketing but how does it apply specifically with small businesses?
Let’s take a look at Pinterest as an example. This platform integrates the benefits of both search engine optimization (SEO) and virtual reality to better understand user behavior. With that, they can show what they think is best for their users they call this predictive search.
With more and younger generations using visual search, it is important for businesses to include this quickly rising feature on their websites. By doing so, they can extend the reach of their business by reaching out to younger buyers who may not otherwise see them as an option in traditional forms such as text-based searches or advertisements online. Focus on advertising on Pinterest, building an image search into your website inventory and optimize your product images, is a step in the direction of increasing your business’s visual and voice search.
Knowing the questions your customers are asking
In order to improve your conversion with voice search, you must think like consumers using the technology. You need to place yourself in the consumers shoes and ask: “If I’m searching by speaking out loud instead of typing my query into a keyboard or smartphone screen?” If they use different words than those used online then these phrases will help them find what they are looking for faster because there are less interactions needed before results show up on screen!
The keyboard-based search process often involves using short words and phrases to say as much with fewer characters than necessary. Using the terms “near me” or “cheap bottomless brunch” will help you find what you’re looking for because they don’t need things like ‘there is’ or ‘where can I find’.
Most voice queries typically will contain one of the 5 W’s or how, or question words:
Who? What? Where? When? Why? How?
These terms all have specific intent which can be used to help shape the search. For example, who tells you that this is an intention of finding someone; where, tells you they want something located in a certain area; when, shows the intention to find a date; and how, to find how a process works. With this data and information, you know more about why your users are searching and, in addition, why they landed on your site.
Including Long-Tailed Keywords
Voice search is a game-changer because of the inclusion of your voice and speech recognition. Instead of just typing away in a text search, you’re talking to a Virtual Assistant, you talk to them like a real person. Instead of shorthand, you would use long-tail keywords or phrases. Platforms like Apple Siri, Amazon Alexa, and Google home listen and understand everything from natural language, speed to the tone of your voice and can direct users to the content they are searching for.
It’s important to include long-tail keywords in your marketing strategy, because this will help you capture voice queries and understand what people are looking for. It will also assist with better conversions. For instance when someone asks where there are coffee shops near them – that first word tells us they have the intent of finding a location which could be anywhere within proximity or across town!
Creating Good Quality Content
If you want customers to find your site when they use their voice assistants, you need to make sure your content is engaging and informative. This means hiring a content writer to help you create content that will be effective in converting visitors into customers. If you don’t have someone on staff to help with this, your content may be unimpressive and ineffective.
You also need to make sure your site is mobile-friendly, as most consumers now use their voice assistants on the go. If you don’t have working mobile navigation or if your website takes too long to load, you’re going to lose that customer’s attention before they’ve even had a chance to hear what you have to say.
Google has announced that 55% of search queries on mobile devices are done by voice. Because of this most businesses should review their strategy for organic traffic to include how to best optimize their webpages for voice search. It’s important that your title and description correspond to the voice search query. For example, if the person searches for “what is a good protein powder,” you should make sure that your title and description say something like “a comprehensive list of the top protein powders you should try”
Final Thoughts – It’s never easy to improve your conversion rate, especially when you have to account for new technologies coming into play. You need to take into account these voice and visual search variations and implement them into your marketing strategy.
You also need to look into all the search terms that are landing people on your site, separate those that include intent, or the 5ws, and those that are 4 or more words, better known as long-tail, As mentioned above, good content, longtail keywords, and really knowing your target audience will also help your company drive conversions.
Our digital marketing team here at, Alexa Business, can help get in touch with their local customers on voice search and help with your conversion rate optimization, improve conversions and getting your phone to ring!
