Imagine this: you’re cooking in the kitchen when an idea for a new recipe suddenly pops into your mind. Instead of turning on your laptop and typing, you simply speak to your smartphone:
“Show me a quick and creamy mushroom pasta recipe.”
Within seconds, your screen displays a video tutorial, a list of ingredients, and even tips for substituting missing items. It feels like interacting with a personal assistant rather than just a search engine.
Welcome to the era of conversational search, where voice and visual search are transforming how people find information online, and forcing marketers to rethink their SEO strategies.
Read more Understanding How SEO Works: A Simple Guide from Basics to Getting Started
Dari Keyword ke Query Konversasional
Traditional SEO focused on keywords: “mushroom pasta recipe,” “affordable running shoes,” or “web design services Jakarta.” The old strategy relied on stuffing keywords into text, meta descriptions, and tags.
Now, users interact with search engines as if speaking to a human. They ask full questions, provide context, or even search using images.
Key trends include:
- Voice search: According to TechRadar, 50% of searches are expected to be voice-based by 2025.
- Visual search: Google Lens, Pinterest Lens, and Instagram Visual Search allow users to search using images instead of text. For example, someone can photograph sneakers in a store and ask, “Where can I buy these shoes at the best price?”
- Natural language queries: Long, conversational questions are replacing short keywords. Instead of “cheap running shoes,” users may ask, “Where can I buy comfortable running shoes under IDR 500,000 in Jakarta?”
Implication: SEO is no longer about cramming keywords. Marketers must now understand user intent, query context, and the way people speak.
Impact on Digital Marketing Strategy
Consider two local coffee brands:
- Brand A: focuses on the keyword “premium Arabica coffee Jakarta” on its product pages.
- Brand B: creates tutorial content, “How to Choose Arabica Coffee Beans for Home Espresso,” optimized for voice search.
Who is better prepared for the conversational query era? Brand B. Their content answers real user questions, builds engagement, increases trust, and has the potential to appear in featured snippet featured snippets or voice search results, while Brand A only targets generic keywords.
Educational content, tutorials, and guides also make a brand more authoritative in Google’s eyes, boosting long-term ranking potential.
Practical Steps to Optimize SEO for the New Era
1. Research Intent, Not Just Keywords
Use tools like AnswerThePublic, SEMrush, or Google Search Console to identify real user questions. Focus on complete questions rather than single keywords. Example: “How to make iced latte at home without an espresso machine?” is more valuable than just “iced latte.”
2. Natural & Contextual Content
Create articles, videos, or guides that mimic human language. Include context, use cases, and complete answers. This increases relevance for voice search.
3. Visual Search Optimization
- Use high-quality images with descriptive alt text.
- Implement structured data/schema markup so visuals appear in Google and Pinterest search results.
4. Speed and Mobile-Friendliness
Voice and visual searches are mostly accessed via mobile. Ensure websites are fast, lightweight, and responsive to reduce bounce rates and improve user experience.
5. Monitoring and Iteration
- Track query performance with Google Search Console.
- Analyze conversational queries and adjust content regularly to capture new traffic and maintain relevance.
Read more Types of Digital Marketing Channels: A Complete Guide for Your Brand
Challenges of Voice Search Optimization in Indonesia
- Language & Dialects: Users speak in everyday language, mixing English and Indonesian, or using local dialects. Voice SEO must capture these variations accurately.
- Data & Infrastructure: Many brands still have slow or non-mobile-friendly websites, reducing chances to appear in voice search.
- Visual Content: Many businesses underestimate the importance of optimizing images and videos, even though visual search is increasingly dominant, especially in e-commerce and social media.
SEO is evolving. A keyword-centric strategy must transform into a query-centric strategy focusing on user intent, natural language, and user experience.
Brands that ignore voice and visual search risk falling behind, while those embracing this trend can:
- Capture new traffic through voice and visual search.
- Increase engagement with more relevant content.
- Lead the market with adaptive, future-proof strategies.
In the conversational search era, SEO is no longer just a technical practice; it is how brands truly understand their audience, answer their questions, and build deeper relationships with customers.
About DRECT Digital
DRECT DIGITAL is a digital agency dedicated to helping brands build and grow their online presence strategically. We believe that digital transformation isn’t about following trends, it’s about creating meaningful impact for businesses.
Through a data-driven approach, creative insight, and cross-industry experience, DRECT DIGITAL delivers relevant digital solutions, from strategy and web development to impactful digital marketing strategy that drives real business results.
