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How to Optimize for Visual Search

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Visual search has the potential to change how we discover new ideas and products. As such, the likes of Pinterest, Google, and Amazon have made visual search a priority.

It is a complex field, however, requiring sophisticated technology and huge quantities of training data.

In this presentation, you will discover:
- What visual search is
- How visual search works
- How effective the main visual search engines are today
- What you can do to start optimizing for visual search today

Published in: Marketing
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How to Optimize for Visual Search

  1. 1. How to Optimize for Visual Search.
  2. 2. Hello! I am Clark Boyd You can find me at @ClarkBoyd and linkedin.com/in/clark-boyd-digital 2
  3. 3. Today1. What is visual search? 2. How does visual search work? 3. The Loafie Test 4. How can I optimize for visual search? 3
  4. 4. What is visual search? 1
  5. 5. 5
  6. 6. “ Visual search is a common visual activity that we engage in on a daily basis. For example, we spend time looking for a friend in the airport crowd, looking for our car in the parking lot, or looking for the tomatoes in the vegetable aisle at the supermarket. - Encyclopedia of Neuroscience 6
  7. 7. 7 Visual search in action
  8. 8. 600,000,000+ ● Visual searches via Pinterest Lens every month ● Pinterest’s image ads have an 8.5% conversion rate ● 97% of all Pinterest searches are non-branded 8
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  10. 10. 10 Camera-based search leads to: ● 48% more product views ● 75% greater likelihood to return ● 51% higher time on site ● 9% higher average order value - BloomReach Google image search is already a huge opportunity. As Google integrates Lens into more products, brands will be able to connect with their audience in new and more effective ways.
  11. 11. Who are the main visual search providers? 11
  12. 12. “ "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. Think about how many objects there are in the world, distinct objects, billions, and they all come in different shapes and sizes." - Clay Bavor, Google 12
  13. 13. How does visual search work? 2
  14. 14. “ “A field linguist has gone to visit a culture whose language is entirely different from our own. The linguist is trying to learn some words from a helpful native speaker, when a rabbit scurries by. The native speaker declares “gavagai”, and the linguist is left to infer the meaning of this new word. The linguist is faced with an abundance of possible inferences, including that “gavagai” refers to rabbits, animals, white things, that specific rabbit, or “undetached parts of rabbits”. There is an infinity of possible inferences to be made. How are people able to choose the correct one?” - DeepMind 14
  15. 15. Teaching a machine to understand images 15 - Deep neural networks are put through their paces in tests like the one to the left, with the expectation that they will mimic the functioning of the human brain in identifying targets. - The decisions (or ‘inherent biases’, as they are known) that allow us to make sense of these patterns are more difficult to integrate into a machine. - When processing an image, should a machine prioritize shape, color, or size? How does a person do this? Do we even know for sure, or do we only know the output?
  16. 16. 16 1. Query understanding: Object shape, size, color. Annotations help connect this to Pinterest’s inventory. 2. Blender: Results pulled from Visual Search (similar aesthetic), Object Search (similar objects) and Image Search (similar text search results). Blending ratios are weighted dynamically based on query understanding - including related boards and past user behavior.
  17. 17. “ “The images that appear in both the style ideas and similar items grids are also algorithmically ranked, and will prioritize those that focus on a particular product type or that appear as a complete look and are from authoritative sites.” - Google 17
  18. 18. Visual search both extends and shortens the search journey 18 Intent state Input Output Open to ideas Looking for a style Looking for a specific type of product “White sneakers” Ready to buy “Adidas originals white” - Visual search creates a new space for image-driven, inspiration-based connections. - It can also collapse the purchase journey, allowing someone to go from image to purchase in just a few moments.
  19. 19. The Loafie Test How effective are the main visual search engines? 3
  20. 20. 20 If a visual search engine can identify this object and return results that are similar in aesthetic quality and cheerful disposition, it can be said to have passed The Loafie Test. Loafie is: ● A cushion ● Shaped like a loaf of bread ● Soft/plushy ● Brown and white ● Cute ● Smiling and winking
  21. 21. 21 ● Cushion ● Bread ● Cute ● Brown/white ● Plushy ● Smile X Wink
  22. 22. 22 ● Cushion X Bread X Cute X Brown/white X Plushy X Smile X Wink
  23. 23. 23 X Cushion X Bread X Cute X Brown/white X Plushy X Smile X Wink
  24. 24. 24 X Cushion X Bread X Cute ? Brown/white X Plushy X Smile X Wink ???
  25. 25. 25 ● Cushion ● Cute ● Brown/white ● Plushy X Bread X Smile X Wink
  26. 26. 26 Cushion Bread Cute Brown/white Plushy Smiling Winking The Loafie Test: The Results
  27. 27. 27 What this tells us: - Pinterest: Meta data (Pins, board names, image tags) help it understand context. The ‘blender’ that decides the weighting of shape/color/texture is dynamic and effective. The high quantity of visual searches on the platform is helping Pinterest improve accuracy of object recognition. Pinterest is closest to understanding the ‘essence’ of an object, beyond its form or color. This allows it to deliver satisfactory results for fashion and decor image queries. - Google: For now, Google turns the image into a text query based on the object it recognizes. Search with an image of a mug using Google Lens and it will return results for mugs, but it will not detect the style of the mug based on any design patterns it contains. Google is very effective at picking out text on items such as clothing and uses these to form queries, too. Knowledge Graph and Maps integration will see Google’s results improve, but for now it is behind Pinterest in identifying the intangibles that escape the grasp of language. - Amazon: Amazon could not recognize any aspects of Loafie, even though the item is in its inventory. In general, Amazon is effective at recognizing everyday objects and returning related results. Search with an image of a kettle and it will return ‘kettle’ results. This makes it useful for its core purpose as a retailer, but Amazon will also want to branch out into the ‘inspiration’ space. Better visual search results will be an important part of this strategy. - Bing: The results for Bing show that it focuses on identifying color and shape, but not necessarily the category of the object. Bing has some useful new features that allow for object isolation within complex images, but the algorithms require more data and training if Bing is to expand its remit beyond everyday objects. The results in this test were the most erratic of all the technology providers. - Camfind: As a specialist visual search tool, Camfind performed impressively, even if the results were not entirely accurate. Years of training on a wide range of objects has led to a more nuanced understanding of objects beyond just color and shape. It will be interesting to see where Camfind sits in this market as the likes of Google make visual search a priority and integrate into services like Shopping.
  28. 28. 28 In summary: - There are numerous layers of interpretation when analyzing an image: size, shape, color, object purpose, style, context… - Different technologies approach this in different ways. Pinterest is best at blending these factors, for now. - Even when an object exists in the image inventory (in the case of Amazon), there are no guarantees that the visual search engine will recognize it. - We need to help search engines as much as possible.
  29. 29. How can I optimize for visual search? Some practical tips to get started 4
  30. 30. 1. Upload your inventory: sitemaps and social 30
  31. 31. 2. Research trends 31
  32. 32. 2. Map keywords to images 32
  33. 33. 2. Create semantic relations between products 33 Sneakers Casual shoes for summer New adidas sneakers Summer fashion ideas White
  34. 34. 2. Use this knowledge to organize your products 34
  35. 35. 3. Image search best practices 35 ➔ Compress image size. ➔ Alt attributes and captions: include key concepts. ➔ Insert images on high authority, relevant pages. ➔ Only use stock photography if it has been edited to make it unique. ➔ Maintain a consistent aesthetic - this helps search engines understand the relation between images.
  36. 36. 36 3. Remove clutter from images Automatic object detection works best when the focal points of the image are in the foreground. Tell search engines what your image is about by giving prominence to the items you want to rank for. This allows the technology to produce a feature map, which can be used to find relevant images in the database.
  37. 37. Place your screenshot here 37 4. Structured data Help search engines understand your content by using structured data for all relevant elements of images. As a guideline, always mark up: ● Price ● Availability ● Image ● Product name
  38. 38. 5. Use visual search to unite the physical and digital worlds 38 Maps integration through Augmented Reality PinCodes in store lead consumers to online listings. Ensure they have a cohesive experience across channels
  39. 39. Key Tips 39 1. Upload your product inventory to your website and social media profiles a. Image XML sitemap b. Check indexation status of images 2. Research trends (both keywords and styles) a. Map keywords to images b. Logical taxonomy 3. Optimize your images a. Remove clutter from images b. Maintain a consistent aesthetic c. Don’t use stock images; or at least, edit them to make them unique 4. Make context clear a. Structured data is essential (!) 5. Link your physical and digital presences a. PinCodes b. Maps optimization
  40. 40. 40 Thanks! Any questions? You can find me at @ClarkBoyd & clarkboyd15@gmail.com
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