In the SEO world everybody talks about Voice Search, forgetting that Google has steadily improved another facet of Search that may be even more disruptive in the incoming Conversational Search era: Visual Search.
Open the slide and discover everything you can do now already with Images and Visual Search, the opportunities offered by Google Lens and how to individuate and optimize for it.
2. “People have always been
visual; our brains are wired for
images. Writing was a hack, a
detour. Pictorial languages are
how we all started to
communicate; we are coming
full circle”
Kevin Systrom (Instagram Co-Founder)
3. “In the English language
there’s something like 180,000
words, and we only use 3,000 to
5,000 of them. If you’re trying to do
voice recognition, there’s a really
small set of things you actually need
to be able to recognize […] So the
problem of search in vision is just
vastly larger than what we’ve seen
with text or even with voice.”
Clay Bavor (VP, Virtual & Augmented Reality at
Google)
4. The Italian language has about
270K words, but only 47K
make up the common lexicon.
However, the words we use
are only 6,500:
1. 2K of fundamental
vocabulary;
2. 2.5K of vocabulary of high
use;
3. 1.9K of high-availability
vocabulary
5. Visual Search is perfect for shoppers who face two
common dilemmas:
1. I don’t know what I want, but I’ll know it when I see it
2. I know what I want, but I don’t know what it’s called
7. Note: here we talk about
those who have done
reverse image search by
photographing an object
and then uploading the
photo to Google or an
application ... in other
words, showrooming.
https://www.emarketer.com/content/how-do-
smart-speakers-stack-up-against-visual-based-
retail-technology
15. Because it can lead to conversion with
just one click from the image to the cart,
eliminating passages that can, instead,
cause the conversion to be lost
16. If you think of Visual Search
as a product ...
Google Cloud Vision IBM Watson Image Recognition Amazon Rekognition
Snap Tech Visual Search for
Oracle Commerce Cloud
Einstein Vision Amazon Web Services DeepLens
Bing Visual Search API Clarifai
Amazon Web Services visual
search code
Syte Nyris
Perficient Digital Smart Images
Evaluator
30. Tags
They have a behavior similar to PAA and PAS.
If we click on a tag and then go back with the
back button of the browser, new tags will
appear in the queue and related to the tag
opened and closed previously.
32. Organic Shopping
(Mobile)
Search: Warhammer 4K miniatures
If we have labeled our product
pages with schema.org/Product,
then Google will show the product
label in the image, plus other
information if available ("in stock")
33. Organic Shopping
(Mobile)
Search: Warhammer 4K miniatures
On mobile, then, Google allows us
to create collections, to be able to
search, save and then recover all
the products (or photos), which we
want to investigate more quietly.
34. Organic Shopping
(Mobile)
Search: Warhammer 4K miniatures
We can reach our collections easily,
because Google will show us an
icon at the bottom right of our
screen when we are in Google
Images mobile.
35. Organic Shopping
(Mobile)
Search: Warhammer 4K miniatures
Both from Google Images and from
our collection, the extensive search
result is the same as seen on the
desktop, only it's full screen.
Google Images is designed
especially for mobile searches.
36. New Images Box
From the end of
October, Google
changed the box
Images in Universal
Search (23% of the
queries according to
Mozcast).
38. What are your
keyword?
Go to you Project > Position Tracking
Filter to show only SERPs with Images Box
And…
39. What are your
keyword?
Individuate all SERPs
that have the Image Box
AND AdWords and/or
Google Shopping. These
are keywords where
organic visual shopping
has huge possibilities of
success
44. Rich Results - Image
• News AMP (required)
• News non AMP (recommended)
• Event (recommended)
• How To (recommended)
45. Rich Results - Image
• News AMP (required)
• News non AMP (recommended)
• Event (recommended)
• How To (required)
• Live Streaming (required)
46. Rich Results - Image
• News AMP (required)
• News non AMP (recommended)
• Event (recommended)
• How To (recommended)
• Live Streaming (required)
• Local Business / Restaurants
(required)
47. Rich Results - Image
• News AMP (required)
• News non AMP (recommended)
• Event (recommended)
• How To (recommended)
• Live Streaming (required)
• Local Business / Restaurants
(required)
• Logo (required)
48. Rich Results - Image
• News AMP (required)
• News non AMP (consigliato)
• Event (consigliato)
• How To (consigliato)
• Live Streaming (required)
• Local Business / Restaurants
(required)
• Logo (required)
• Film (required)
49. Rich Results - Image
• News AMP (required)
• News non AMP (recommended)
• Event (recommended)
• How To (recommended)
• Live Streaming (required)
• Local Business / Restaurants
(required)
• Logo (required)
• Film (required)
• Product (required)
50. Rich Results - Image
• News AMP (required)
• News non AMP (recommneded)
• Event (recommended)
• How To (recommended)
• Live Streaming (required)
• Local Business / Ristoranti
(required)
• Logo (required)
• Film (required)
• Product (required)
• Recipe (required)
51. Rich Results - Image
• News AMP (required)
• News non AMP (recommended)
• Event (recommended)
• How To (recommended)
• Live Streaming (required)
• Local Business / Restaurants
(required)
• Logo (required)
• Film (required)
• Product (required)
• Recipe (required)
• Video (required)
54. For News AMP.
For News non AMP, 300.000 pixel
For Thumbnail Video e
Live Streaming, Recipe, Product,
Restaurants
For Logo For Film
The devil is the details!
61. • Descriptive Images Files Names
• Alt Text (most relevant ’’Factor’’, also for
usability)
Images Search SEO
62. • Descriptive Images Files Names
• Alt Text (most relevant ’’Factor’’, also for
usability)
• Caption
Images Search SEO
63. • Descriptive Images Files Names
• Alt Text (most relevant ’’Factor’’, also for
usability)
• Caption
• Image Description (recommended for Images
Galleries)
Images Search SEO
64. • Descriptive Images Files Names
• Alt Text (most relevant ’’Factor’’, also for
usability)
• Caption
• Image Description (recommended for Images
Galleries)
• Images XML Sitemaps (required)
Images Search SEO
65. • Descriptive Images Files Names
• Alt Text (most relevant ’’Factor’’, also for
usability)
• Caption
• Image Description (recommended for Images
Galleries)
• Images XML Sitemaps (required)
• The content surrounding the images must be
consistent with the image itself
Images Search SEO
75. Visual Search SEO
• What said before for Images Search SEO
• Structured Data, respecting ALL the indications
(ratio, width…)
76. Visual Search SEO
• What said before for Images Search SEO
• Structured Data, respecting ALL the indications
(ratio, width…)
• High Quality Images
77. Visual Search SEO
• What said before for Images Search SEO
• Structured Data, respecting ALL the indications
(ratio, width…)
• High Quality Images
• Optimize images for PageSpeed
78. Visual Search SEO
Optimize images for PageSpeed
• Choose the right format depending on the nature
of the image
• Compress images without loosing their quality
https://itseo.org/IMGOPTIM
79. Visual Search SEO
• What said before for Images Search SEO
• Structured Data, respecting ALL the indications
(ratio, width…)
• High Quality Images
• Optimize images for PageSpeed
• Avoid mess. The main object of the image must
be evident
80. Visual Search SEO
• What said before for Images Search SEO
• Structured Data, respecting ALL the indications
(ratio, width…)
• High Quality Images
• Optimize images for PageSpeed
• Avoid mess. The main object of the image must
be evident
• If stock photos are used, modify them to make
them unique
81. Visual Search SEO
• Republish all your images’ portfolio in Visual
Social Networks (i.e.: Pinterest)
82. Visual Search SEO
• Republish all your images’ portfolio in Visual
Social Networks (i.e.: Pinterest)
• Remember that internal & external links have a
value also for Images and Visual Search
83. Visual Search SEO
The more pages use your image, the better it is tagged with related
entities, hence more visible in Images Search
84. We begin by coveting what
we see every day […]
And don’t your eyes seek
out the things you want?
(Hannibal Lecter)
85. Visual Search
Piccola guida pratica alla prossima
rivoluzione di Google
Gianluca Fiorelli
ILoveSEO.net
@gfiorelli1