Joelle Irvine, Director, Marketing & Growth
@joelleirvine | @bookmarkcontent
GET THE LOOK:
Improve the shopper experience
with visual search optimization
-
MozCon 2019

THOSE
SHOES,
THOUGH.
Image Source: Browns Shoes #MozCon #ShoesofMozCon @joelleirvine

FIRST INSTINCT,
GOOGLE IT!
#MozCon @joelleirvine

Men’s dress shoe pattern
SEARCH #1
#MozCon #ShoesofMozCon @joelleirvine

GOOGLE SAYS
#MozCon #ShoesofMozCon @joelleirvine

SEARCH #2
“women's black patent leather
brogue shoes with black and
white platform sole”
#MozCon #ShoesofMozCon @joelleirvine

GOOGLE SAYS
#MozCon @joelleirvine

GOOGLE IMAGES
#MozCon @joelleirvine

GOOGLE SHOPPING
#MozCon @joelleirvine

IT’S LIKE
Image source: Palico #MozCon @joelleirvine

WHAT ABOUT
VISUAL SEARCH?
🙌
#MozCon #ShoesofMozCon @joelleirvine

CONTEXT

IMAGE vs.
VISUAL
SEARCH
Enter text queries and
search engine returns
image results.
Provide an image and
search engine returns
similar image results.
Image Search Visual Search
#MozCon @joelleirvine

WAIT WHAT?
Visual Search
in Google Photos
Visual Search results
via Google Lens
Take a pic & search
Pinterest Lens
Visual Search results
via Pinterest Lens
#MozCon @joelleirvine

of consumers place more
importance on visuals than on
text information when shopping
online for clothing or furniture.
- The Intent Lab
85%
#MozCon @joelleirvine

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%
#MozCon @joelleirvine

WHAT’S
NEW?

SO, YOU
HAVE THIS
CHAIR. . .
Image source: Pinterest Engineering blog #MozCon @joelleirvine

AND YOU’RE
TRYING TO
MAKE IT
WORK. #MozCon @joelleirvine

STANDARD
VISUAL SEARCH
RESULTS via
PINTEREST LENS
Image source: Pinterest Engineering blog #MozCon @joelleirvine

PINTEREST HYBRID SEARCH
Hybrid search results of “bookshelves”, “walls”, and “clocks” + Image of the Chair
Image source: Pinterest Engineering blog #MozCon @joelleirvine

PINTEREST
‘COMPLETE THE LOOK’
#MozCon @joelleirvine

PINTEREST
ENGINEERING BLOG
#MozCon @joelleirvine

GOOGLE LENS
Google Lens Filters Translate filter Shopping filter
#MozCon @joelleirvine

AR IN GOOGLE SEARCH
AR in Google Search results
#MozCon @joelleirvine
Results from April 2019

THE OPPORTUNITY
FOR BRANDS

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, Dec 2017. #MozCon @joelleirvine

LEVERAGE EXISTING
PLATFORMS & PARTNERSHIPS
Levi’s & Pinterest ASOS & ViSenze
#MozCon @joelleirvine

WHY PINTEREST?
600 million visual searches every month on Pinterest!
Pinterest
33%
more than
Facebook
Friends and family 41%
Social media platforms 35%
Pinterest 60%
Search engines 48%
Where do Pinners get ideas for what to buy?1
71%
more than
Snapchat
Facebook Snapchat Twitter
200%
more than
Twitter
Pinterest
Proportionately, Pinterest drives more referral
traffic to shopping sites than social platforms do2
Source: 1. GfK, Path to purchase study, Dec 2017; 2. Pinterest, Online interaction study, Dec 2017. #MozCon @joelleirvine

CAPITALIZE ON
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. #MozCon @joelleirvine

ONLINE EXPERIENCE IN-STORE
Alibaba & Guess partnership Amazon blended Reality Patent
Image sources (left to right): cbinsights.com, alistdaily.com and Pinterest Business
Pincodes
#MozCon @joelleirvine

INCREASE
REVENUE
By 2021, eCommerce brands
with voice and visual search
optimization will increase
profits by up to 30%.
- Gartner
#MozCon @joelleirvine

VISUAL SEARCH
ISN’T PERFECT
Auto-select the
wrong focal point
Categorize people
instead of products
Display items that
are out of stock
#MozCon @joelleirvine

HOW TO
OPTIMIZE

STANDARD IMAGE
OPTIMIZATION
Image Search Visual Search
• Image size
• Responsiveness
• File names
• Keywords
• Alt tags
• Title tags
• Meta descriptions
• Captions
• URLs
#MozCon @joelleirvine

IMAGE SITEMAPPING
Example sitemap entry Image tag definitions
Image source: Google Webmasters #MozCon @joelleirvine

IMAGE PRODUCT DATA
#MozCon @joelleirvine

SYNC DATA WITH
PLATFORMS
Google Shopping ads ‘Shop by brand’ on Pinterest
NEW
#MozCon @joelleirvine

STRUCTURED DATA
Consider what’s important:
1. Product
2. Offer
3. Image Gallery
4. Person
#MozCon @joelleirvine

ENABLE RICH PINS
Pinterest Rich Pin
Image source: Pinterest Developers
Pinterest feed w/ Rich PinsPinterest feed w/o Rich Pins
#MozCon @joelleirvine

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. Use original or customized stock photography
6. Include multiple angles
7. Add value – if not, remove!
#MozCon @joelleirvine

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. Use original or customized stock photography
6. Include multiple angles
7. Add value – if not, remove!
#MozCon @joelleirvine

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. Use original or customized stock photography
6. Include multiple angles
7. Add value – if not, remove!
Image source: Everlane
bag
bag
shirt
shirt
#MozCon @joelleirvine

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. Use original or customized stock photography
6. Include multiple angles
7. Add value – if not, remove!
#MozCon @joelleirvine

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. Use original or customized stock photography
6. Include multiple angles
7. Add value – if not, remove!
#MozCon @joelleirvine

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. Use original or customized stock photography
6. Include multiple angles
7. Add value – if not, remove!
#MozCon @joelleirvine

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. Use customized stock photography
6. Include multiple angles
7. Add value – if not, remove!
Image source: Frank and Oak #MozCon @joelleirvine

TRACK TOPICS & TRENDS
Source: Pinterest Business
#MozCon @joelleirvine

SO WHAT’S NEXT?
#MozCon #ShoesofMozCon @joelleirvine

THANK YOU
Joelle Irvine
Director, Marketing & Growth
@joelleirvine | @BookmarkContent
bookmarkcontent.com