How to Win Customers Through Voice & Visual Search Optimisation

In the rapidly evolving digital landscape, voice search and visual search have emerged as game-changers in how customers discover products, services, and information. For digital marketers, marketing agencies, and brand strategists, optimising for these new search formats isn’t a luxury anymore – it’s a direct route to customer acquisition and competitive advantage.

Why Voice & Visual Search Matter for Your Business

The way users search has changed drastically:

• According to Comscore, over 50% of all searches will be voice-based by 2025.
• Pinterest Lens processes over 600 million visual searches every month.
• Google reports that people are using Google Lens over 12 billion times a month.

These statistics signal one thing, the brands that adapt early to voice search and visual search optimisation will have the upper hand in reaching customers before their competitors.

Winning with Voice Search Optimisation

Voice search queries are different from text-based ones — they are longer, conversational, and often local. Here’s how you can master it:

1. Target Conversational Keywords

People don’t talk to their smart devices the way they type. Instead of “best Italian restaurant”, they say:

• “What’s the best Italian restaurant near me?”
• “Where can I get fresh pasta in Ahmedabad?”

Action Step: Use tools like AnswerThePublic or Google’s People Also Ask to identify natural-sounding questions.

2. Focus on Local SEO

Studies show voice searches are 3x more likely to be local. Make sure your Google Business Profile is optimised with:

• Updated contact information.
• Accurate business hours.
• Photos and videos for higher engagement.

3. Aim for Featured Snippets (Position Zero)

Voice assistants often pull answers from Google’s top result — the featured snippet. Structure your content in clear Q&A formats, use bullet points, and provide concise answers.

4. Prioritise Mobile-First Design

Most voice searches happen on mobile devices. A slow-loading site can cost you conversions. Aim for a load time under 3 seconds and ensure your site is responsive.

Winning with Visual Search Optimisation

Visual search allows users to search using images instead of text. This is a huge opportunity for e-commerce brands, travel companies, and lifestyle businesses.

1. Use High-Quality, Contextual Images

Invest in professional photography that showcases your product from multiple angles and in real-life scenarios.

2. Write Descriptive Alt Text & Metadata

Search engines can’t “see” images – they rely on alt text and metadata. Make sure each image describes exactly what’s in it. Example:

• Poor alt text: “Shoe”
• Good alt text: “Red leather ankle boots with block heels for women”

3. Implement Structured Data Markup

Use schema.org markup to help search engines understand your product details, price, and availability. This is especially crucial for Google Shopping and Pinterest integration.

4. Optimise for Google Lens & Pinterest Lens

• Add rich pins on Pinterest to include extra product info.
• Use product tagging on Instagram and Google Merchant Centre.

Converting Voice & Visual Search Users into Customers

Attracting a user through voice or visual search is only half the job – converting them is where the magic happens.

1. Create How-To Content

Voice users often ask for “how-to” queries. Answer them in a way that naturally leads to your products or services.

2. Tag Your Products in Images

On e-commerce platforms and social media, link images directly to your product page.

3. Encourage User-Generated Content (UGC)

Ask customers to share pictures using branded hashtags so your brand appears in visual searches.

Industries That Benefit the Most

• E-commerce & Fashion: Helps customers find products visually without knowing the exact name.
• Travel & Hospitality: Snap a picture of a landmark and instantly book a trip or hotel.
• Food & Dining: Identify dishes and suggest recipes or restaurants.
• Real Estate: Users can visual search a property style they like and find similar listings.

Future-Proofing Your Search Strategy

• Integrate AI Tools: AI can analyse voice and image search patterns to help you refine your marketing strategy.
• Regularly Update Your Image Library: Seasonal content boosts relevance in both visual and regular search.
• Track Your Metrics: Monitor voice query impressions, image search click-through rates, and conversion rates separately.

Final Thoughts

Voice and visual search are not passing fads — they’re the future of digital discovery. The earlier you integrate voice search optimisation and visual search optimisation into your strategy, the better your chances of winning new customers and staying ahead of your competition.

Start now: Audit your website, update your images, and optimise your content for both how people speak and see their searches. Your future customers are just a question or a snapshot away.