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Enhance Shopping Experiences via Image Optimization | #SEOFromHome

Joelle Irvine shares opportunities for retail brands to increase visibility, help their customers find what they’re looking for, and drive results through visual eCommerce SEO strategies. She also imparts actionable tips to optimize images and associated product data to boost discovery, reduce friction, and streamline shopping experiences on Google and Pinterest.

- Presented at #SEOFromHome by Page One Power.

View recording: https://youtu.be/4z9OTAiFN-0

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(Please excuse the quality of the presentation. I've reached out to SlideShare to find a solution).

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Enhance Shopping Experiences via Image Optimization | #SEOFromHome

  1. 1. Joelle Irvine Executive Growth Marketer @joelleirvine | joelleirvine.com Enhance Shopping Experiences via Image Optimization
  2. 2. #SEOfromHome @joelleirvine 13+ years of experience, both agency and brand-side. Growth strategies for B2B, B2C & eCommerce brands. Currently speaking at industry events about content strategy, social commerce, and visual search. ABOUT JOELLE * * *
  3. 3. IN THE MARKET FOR… Image Source: allmodern.com
  4. 4. FIRST INSTINCT, GOOGLE IT! #SEOfromHome @joelleirvine
  5. 5. Dining room chandelier SEARCH #1 #SEOfromHome @joelleirvine
  6. 6. GOOGLE SAYS #SEOfromHome @joelleirvine
  7. 7. SEARCH #2 “Geometric dining room chandelier” #SEOfromHome @joelleirvine
  8. 8. GOOGLE SAYS #SEOfromHome @joelleirvine
  9. 9. MY LIGHT FIXTURE! #SEOfromHome @joelleirvine
  10. 10. GOOGLE IMAGES #SEOfromHome @joelleirvine
  11. 11. OUT OF STOCK #SEOfromHome @joelleirvine
  12. 12. Image source: Google and Pinterest GOOGLE & PINTEREST #SEOfromHome @joelleirvine
  13. 13. Source: GlobalWebIndex Custom Research, Apr. 22-27, 2020 SHOPPING BEHAVIORS POST-OUTBREAK #SEOfromHome @joelleirvine
  14. 14. Google Organic/Shopping Google Lens / Pinterest Lens IMPROVE DISCOVERY Pinterest Explore/Shop #SEOfromHome @joelleirvine
  15. 15. PERSONALIZE EXPERIENCES Google compare Google CollectionsPinterest More to Shop #SEOfromHome @joelleirvine
  16. 16. Image source: Aritzia & Pinterest Improve Discovery Simplify Path to Purchase Personalize experience Reduce Friction REDUCE FRICTION #SEOfromHome @joelleirvine
  17. 17. CONSUMER INSIGHTS - for personalized experiences -
  18. 18. MARKET SHARE Source: gs.statcounter.com/ & moz.com/mozcast Google SERP Features Graph May 1 – 31, 2020 * * * * * * * * * * * * Google 92% Apr. 2019 – May 2020 #SEOfromHome @joelleirvine
  19. 19. MAY 4TH CORE UPDATE * * #SEOfromHome @joelleirvine
  20. 20. WHY PINTEREST? LRW, US, Inspired Shopping on Pinterest among weekly Pinners and non-Pinners, Jan 2020 more likely to click through to a retailers site after visiting Pinterest, than after visiting other social media. 3x Weekly Pinners are 367 monthly active users on Pinterest #SEOfromHome @joelleirvine
  21. 21. TITLE TITLE, TITLE. Image Source: xxxx IMPULSE BUYING say Pinterest inspires them to shop when they aren’t actually looking for anything.72% Source: GfK, Path to purchase study, Nov. 2018. #SEOfromHome @joelleirvine
  22. 22. TITLE TITLE, TITLE. Image Source: xxxx BACK TO THE FUTURE Source: Pinterest Internal Data, Global, Feb. 1 – May 3, 2020 #SEOfromHome @joelleirvine
  23. 23. TITLE TITLE, TITLE. Image Source: xxxx INSTANT GRATIFICATION Source: GlobalWebIndex Custom Research, Apr. 22-27, 2020 The importance of same- or next-day delivery by income group Income Group: #SEOfromHome @joelleirvine
  24. 24. THE OPPORTUNITY FOR BRANDS
  25. 25. USER EXPECTATIONS ARE GROWING Source: ViSenze, 2018 of millennials would like to be able to search by image 62% of millennials would like to be able to click to purchase directly from content. 58% #SEOfromHome @joelleirvine
  26. 26. TITLE TITLE, TITLE. Image Source: xxxx 🙌 Image source: Pinterest VISUAL SEARCH #SEOfromHome @joelleirvine
  27. 27. TITLE TITLE, TITLE. Image Source: xxxx SHAZAM FOR IMAGES! #SEOfromHome @joelleirvine
  28. 28. AUGMENTED REALITY #SEOfromHome @joelleirvineSource: arvr.google.com Google ARCore Partnerships
  29. 29. LEVERAGE EXISTING PLATFORMS & PARTNERSHIPS Levi’s & Pinterest New York Times & Google #SEOfromHome @joelleirvine
  30. 30. Burberry AR Shopping Tool using Google Search Tech PRODUCT AR IN GOOGLE SEARCH Source: Burberry #SEOfromHome @joelleirvine
  31. 31. ONLINE EXPERIENCE IN-STORE #SEOfromHome @joelleirvineImage source: virtualstore.dior.com
  32. 32. ONLINE EXPERIENCE IN-STORE Alibaba & Guess partnership Amazon blended Reality Patent Image sources (left to right): cbinsights.com, alistdaily.com and Pinterest Business Pincodes #SEOfromHome @joelleirvine
  33. 33. VISIBILITY FOR LESSER KNOWN BRANDS of all Pinterest searches are non-branded.1 97% 70%of weekly Pinners discover new products on Pinterest.2 Source: 1. Pinterest internal data 2017; 2. GfK, Path to purchase study, Nov. 2018. #SEOfromHome @joelleirvine
  34. 34. INCREASE REVENUE By 2021, eCommerce brands with voice and visual search optimization will increase profits by up to 30%. - Gartner #SEOfromHome @joelleirvine
  35. 35. WHAT’S NEW?
  36. 36. FREE GOOGLE SHOPPING LISTINGS #SEOfromHome @joelleirvine
  37. 37. Copy to computer NEW GOOGLE LENS FEATURES Explore new concepts Learn to pronounce from print #SEOfromHome @joelleirvine
  38. 38. TITLE TITLE, TITLE. Image Source: xxxx Image source: Pinterest PINTEREST TRY ON #SEOfromHome @joelleirvine
  39. 39. TITLE TITLE, TITLE. Image Source: xxxx Image source: Shopify PINTEREST & SHOPIFY #SEOfromHome @joelleirvine
  40. 40. Image source: Pinterest NEW WAYS TO SHOP ON PINTEREST Shop Style GuideShop similar from Pin #SEOfromHome @joelleirvine
  41. 41. Image source: Pinterest SHOPPING SPOTLIGHTS BY PINTEREST #SEOfromHome @joelleirvine
  42. 42. TITLE TITLE, TITLE. Image Source: xxxx Image source: Pinterest PINTEREST CREATORS #SEOfromHome @joelleirvine
  43. 43. TITLE TITLE, TITLE. Image Source: xxxx Image source: Pinterest PINTEREST LENS #SEOfromHome @joelleirvine
  44. 44. HOW TO OPTIMIZE
  45. 45. TITLE TITLE, TITLE. Image Source: xxxx 1. Verification 2. Optimizing Image & Product Data 3. Visual Content Strategy 4. Tracking Topic & Trends HOW DO WE OPTIMIZE?
  46. 46. TITLE TITLE, TITLE. Image Source: xxxx GET VERIFIED
  47. 47. GOOGLE VERIFICATION Source: support.google.com #SEOfromHome @joelleirvine
  48. 48. GOOGLE VERIFICATION Source: support.google.com #SEOfromHome @joelleirvine
  49. 49. NO KNOWLEDGE PANEL? Image source: Instagram Business #SEOfromHome @joelleirvine
  50. 50. VERIFIED MERCHANTS ON PINTEREST Image source: Pinterest #SEOfromHome @joelleirvine
  51. 51. TITLE TITLE, TITLE. Image Source: xxxx OPTIMIZE IMAGE & PRODUCT DATA
  52. 52. MISSED OPPORTUNITIES Different brand Image & data mismatch Kids product results #SEOfromHome @joelleirvine
  53. 53. & VISUAL SEARCH ISN’T PERFECT Auto-select the wrong focal point Categorize people instead of products Display items that are out of stock #SEOfromHome @joelleirvine
  54. 54. #SEOfromHome @joelleirvine AUDIT PERFORMANCE & SPEED Test My Site Page Speed Insights Mobile Friendly Test Lighthouse Extension
  55. 55. • • • #SEOfromHome @joelleirvine Test My Site ROI Evaluation Tool EVALUATE POTENTIAL ROI
  56. 56. SPEED & PERFORMANCE • Compress your images • Enable caching & compression • Use a Content Delivery Network (CDN) #SEOfromHome @joelleirvine
  57. 57. STANDARD IMAGE OPTIMIZATION Image Search Visual Search • File names • Keywords • Alt text • Title tags • Meta descriptions • Captions • URLs #SEOfromHome @joelleirvine
  58. 58. …AT SCALE Vision AI – Google Cloud #SEOfromHome @joelleirvine Python to generate text from images
  59. 59. IMAGE SITEMAPPING Example sitemap entry Image tag definitions Image source: Google Webmasters #SEOfromHome @joelleirvine
  60. 60. PRODUCT DATA #SEOfromHome @joelleirvine
  61. 61. SYNC DATA WITH PLATFORMS Google Shopping Pinterest CataloguesGoogle Product Images #SEOfromHome @joelleirvine
  62. 62. STRUCTURED DATA Consider what’s important: 1. Product 2. Offer 3. Image Gallery 4. Person #SEOfromHome @joelleirvine
  63. 63. ENABLE RICH PINS Product Rich Pin Image source: Pinterest Developers Rich Pins in Pinterest feedPinterest feed w/o Rich Pins Product category Rich Pin #SEOfromHome @joelleirvine
  64. 64. TITLE TITLE, TITLE. Image Source: xxxx VISUAL CONTENT STRATEGY
  65. 65. BEYOND THE TECHNICAL Product images should: 1. Be on brand 2. Be clutter-free 3. Have a clear focal point in the foreground 4. Provide context 5. Be high-quality 6. Include multiple angles 7. Add value – if not, remove! #SEOfromHome @joelleirvine
  66. 66. BEYOND THE TECHNICAL Product images should: 1. Be on brand 2. Be clutter-free 3. Have a clear focal point in the foreground 4. Be in context 5. Be high-quality 6. Include multiple angles 7. Add value – if not, remove! #SEOfromHome @joelleirvine
  67. 67. BEYOND THE TECHNICAL Product images should: 1. Be on brand 2. Be clutter-free 3. Have a clear focal point in the foreground 4. Provide context 5. Be high-quality 6. Include multiple angles 7. Add value – if not, remove! Image source: Everlane bag bag shirt shirt #SEOfromHome @joelleirvine
  68. 68. BEYOND THE TECHNICAL Product images should: 1. Be on brand 2. Be clutter-free 3. Have a clear focal point in the foreground 4. Provide context 5. Be high-quality 6. Include multiple angles 7. Add value – if not, remove! #SEOfromHome @joelleirvine
  69. 69. BEYOND THE TECHNICAL Product images should: 1. Be on brand 2. Be clutter-free 3. Have a clear focal point in the foreground 4. Provide context 5. Be high-quality 6. Include multiple angles 7. Add value – if not, remove! #SEOfromHome @joelleirvine
  70. 70. BEYOND THE TECHNICAL Product images should: 1. Be on brand 2. Be clutter-free 3. Have a clear focal point in the foreground 4. Provide context 5. Be high-quality 6. Include multiple angles 7. Add value – if not, remove! #SEOfromHome @joelleirvine
  71. 71. BEYOND THE TECHNICAL Product images should: 1. Be on brand 2. Be clutter-free 3. Have a clear focal point in the foreground 4. Provide context 5. Be high-quality 6. Include multiple angles 7. Add value – if not, remove! #SEOfromHome @joelleirvine
  72. 72. TITLE TITLE, TITLE. Image Source: xxxx TRACK TOPICS & TRENDS
  73. 73. RISING RETAIL CATEGORIES https://www.thinkwithgoogle.com/marketing-resources/search-insights- category-trends-and-opportunities/ https://trends.google.com/trends/ #SEOfromHome @joelleirvine
  74. 74. PINTEREST RESOURCES https://business.pinterest.com/en/blog/how-to-communicate-with-pinners-in-a-time-of-crisis https://newsroom.pinterest.com/ https://business.pinterest.com/en/blog https://business.pinterest.com/en/verified-merchant-program #SEOfromHome @joelleirvine
  75. 75. THE RECAP
  76. 76. Image source: Aritzia & Pinterest THE SHOPPER JOURNEY Improve Discovery Simplify Path to Purchase Personalize experience Reduce Friction #SEOfromHome @joelleirvine
  77. 77. THANK YOU Joelle Irvine Executive Growth Marketer joelleirvine.com | @joelleirvine | LinkedIn | Instagram Sign up to my newsletter!

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