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Google Lens and the future of Visual Search

Machine learning is taking online search to new levels, and it’s not just voice search that’s on the rise. While many have been focused on the marketing potential of capturing conversational queries barked at Alexa over breakfast, big brands have been quietly developing a stronger competitor in interactive SEO: visual search.

For decades, we’ve searched for information and products online using a text search bar. The introduction of voice search has since made waves in local SEO, with users searching for opening times, directions, weather reports and other of-the-minute information – but it has left many online retailers feeling stumped. Not every trend fits with every business model, and for businesses who rely heavily on visuals to drive conversions, the opportunity brought by voice search has often felt limited.

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