Infiniqe Marketing

The Importance of Visual Search: How Brands Can Optimize Their Visual Content for Search Engines

The way we search for products and information online is being transformed by visual search. Period.  It has become an indispensable element of digital marketing strategies due to its growing popularity. Simply put, visual search enables users to explore products or information using images rather than text.  This vanguard innovation has introduced a fresh dimension to the way marketers can interact with potential customers. Let’s explore, in a little more depth, the significance of visual search in digital marketing, with a specific emphasis on its impact on SEO. 

Visual searches account for over one billion searches every month, according to Google. This number should be enough to underscore the immense potential of visual search as a marketing tool. As Arnie Kuenn, CEO of Vertical Measures puts it, “Visual search is becoming an influential tool for marketers to connect with consumers.” The advantages of incorporating visual search in digital marketing are plentiful, and we will make an attempt to shed light on some of them below.

1. Increased Engagement:

Anyone will agree that visuals have always been more engaging than text, and visual search is no exception. “Visual search provides a more immersive and engaging experience for users,” says Vivek Bhargava, CEO of DAN Performance Group. 

According to Slyce, visual search has a 48% higher click-through rate compared to text-based search results. This highlights the immense potential of visual search as a marketing tool and its ability to increase engagement.

2. Improved User Experience:

Text-based searches can be frustrating, especially when users do not know the exact terms to use. Relatable, isn’t it? Visual search makes this easier, thus, improving the user experience. “Visual search creates a seamless experience for users, allowing them to find what they’re looking for in a fast and intuitive way,” says Rajan Anandan, Managing Director of Sequoia Capital India.

According to a survey conducted by ViSenze, 37% of online shoppers prefer using visual search to traditional text search. Doesn’t this make a case in favor of the general preference for visual search and its ability to improve the user experience?

3. Competitive Advantage:

Visual search is a technology that is still in its infancy. Not all businesses have embraced it in their digital marketing strategies yet. However, Sanjay Mehta, Joint CEO of Mirum India, believes that visual search is an untapped opportunity for businesses to distinguish themselves from their competitors. By adopting visual search early on, companies can gain a competitive edge and differentiate themselves from their rivals. 

According to Gartner’s survey, businesses that adopt visual search in e-commerce early can boost their revenue by 30%. Thus, this approach can prove to be highly advantageous and set you apart from the competition.

4. Improved SEO

The impact of visual search on SEO cannot be overstated. As more and more people turn to visual search for finding products and information online, it is set to revolutionize the way we search. Therefore, it is imperative for businesses to optimize their visual content for search engines. A study conducted by Moz revealed that optimizing images can boost organic traffic by up to 27%. 

Neil Patel, the founder of Neil Patel Digital, believes that visual search is the future of SEO, and businesses that prioritize optimizing their visual content will gain a competitive edge.

5. Better Insights 

Visual search can be game-changing in the way businesses gain insights into their customers’ preferences and behaviors. With its ability to provide unique insights, visual search is a magical wand for businesses looking to better understand their customers and create more effective marketing strategies.

A survey conducted by Slyce found that 56% of consumers are more likely to revisit a website that offers a visual search, highlighting its importance in driving engagement and loyalty.

The significance of visual search in digital marketing cannot be articulated. It has changed the way businesses engage with their audience, providing a competitive edge, enhancing user experience, and offering valuable insights for improving SEO. As Lisa Gevelber, CMO at Google aptly states, “Visual search is the next frontier of search.” Early adoption of this technology will undoubtedly yield substantial rewards for forward-thinking businesses looking to remain ahead of the curve.