Advertising in the “Hey Alexa” Days: Visual and Voice Search Marketing

By January 1, 2020 January 16th, 2020 Digital Marketing, Search Engines, SEO

Artificial Intelligence is rapidly growing and so is consumer’s adoption of it. More people are beginning to use voice and visual tools instead of text-based tools to complete their daily tasks. In 2020, talk-to-text, audio messages, and video are common ways to communicate. Virtual voice assistants like Alexa and Siri are used daily by many Americans. With new technology, comes new opportunities for marketers! In this article, we will share key information regarding Visual and Voice Search and provide tips on advertising in the “Hey Alexa” Days!

About Voice Search:

Voice Search is becoming increasingly popular. Experts believe that in 2020, 50% of all mobile searches will be done as voice searches. Voice search means prompting an online search using voice without typing text into a search engine. Users receive audible results and can often make a purchase or receive location information. Some of the most popular voice assistants include: Apple’s Siri or Amazon’s Alexa.

Tips for Voice Search Marketing:

  • Brands should keep in mind that most people speak differently than they write. While someone may type in a more formal language, most people speak in a conversational manner. This makes SEO tricky. Example: Someone may type “Top Pet Spa in Raleigh”. However, if they are using voice search, they might say, “Hey Alexa, what’s the best pet spa in Raleigh?”. Copywriters and Marketers should “write how they speak” when writing online content in order to optimize search results.
  • Alexa is a busy girl and her goal is to get the most accurate answer is the shortest amount of time. Marketers must ensure that their website loads quickly or they will be passed over as Alexa searches for a quicker answer.
  • Having a voice search strategy is crucial for local businesses. Over 20% of voice search users are attempting to find location based information. Use this to your advantage if you’re targeting customers in a specific area.

About Visual Search:

Visual Search is the next big thing in the sensory search world. Here’s how it works: A user uses an image to prompt a search query using their chosen application (ex. Google Lens). The user uploads an image and the application generates information as a result. 

Example: The user spots a coffee mug with a pug on it. They want to buy this mug or a similar one. They take a picture of the mug, upload it, and Google generates results such as: where they can buy the mug online, similar pug mugs, or other pug products.

Tips for Visual Search Marketing:

  • Make your images clean! Visual search applications are going to scan the internet for the most relevant content. You want to make sure that your product is clearly represented with minimal distractions. You might consider removing backgrounds or other clutter in your images that could confuse a search engine.
  • Make sure you have images of your entire inventory online!
  • Make sure you are using keywords, tags, and descriptions on all of your images to clearly define your content and target the right customers.

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