Every day, I receive perhaps a dozen emails offering to design and implement the world’s best search engine optimization strategy for me and my business. The problem is – I read none of them – because when I did read them – I believed none of them. How can I believe an illiterate consultant (and most of them are) selling be a service that is ‘ideal’ for a business they know nothing about? These emails promise the world and the businesses behind them, deliver atlases.
Another feature of these emails is that they tend to focus on traditional searches. That is, the target audience typing a word or phrase into a search engine and the consultant (applying proprietory magic they all suggest they have) ensuring that the clients brand appears in the first three listings. Research indicates that 65% of people searching do not look past the first three organic listings. What these emails rarely discuss is the two growth areas in search – image search and voice search.
Image search involves a consumer posting an image into Google and the search engine showing in the search results – where that image has appeared. This form of search is handy with visual items and issues – including fashion, tourism, people’s faces and building designs. Voice search involves a consumer using a voice command to search, perhaps using a smartphone and a service like – Cortana, Siri or Amazon Echo. Not only is image and voice search growing – but they require very different SEO strategies to the standard search process.
Consider these image search statistics:
Image-based searches are becoming more popular, and for many businesses, should not be ignored. Here are some tips for making image search work well for your business:
Consider these voice search statistics:
Voice search is rapidly growing in popularity. This should be no surprise given how much faster and easier it is. The growing use of voice-activated technologies is also facilitating it. Here are some tips for making voice search work well for your business:
To illustrate just one difference between traditional search and voice search – in a typed search the consumer might enter ‘screwdrivers’ – while in a voice search, they are more likely to utter ‘what screwdrivers are available in Perth’. Not only are the search words generally more conversational, but the terms used are also often different, and there will be variations from market to market.
That voice search will be one of the trends that diminish the power of brands, will be addressed in a future blog.
For now – the critical point being made here is three-fold:
In closing, I would also suggest that if your digital consultancy has not been talking to you about image and voice search – you should sack them. I would argue that voice and image search are the future of search and need die consideration in just about every SEO strategy
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