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Joelle Irvine
Executive Growth Marketer
@joelleirvine | joelleirvine.com
Glow up:
Visual Search Optimization
For the New O...
13+ years of experience, both agency and brand-side.
Growth strategies for B2B, B2C & eCommerce brands.
Currently speaking...
IMAGE vs.
VISUAL
SEARCH
Enter text queries and
search engine returns
image results.
Provide an image and
search engine ret...
TITLE
TITLE,
TITLE.
Image Source: xxxx
SHAZAM FOR IMAGES!
#brightonSEO @joelleirvine
IN THE
MARKET
FOR…
Image Source: allmodern.com #brightonSEO @joelleirvine
FIRST INSTINCT,
GOOGLE IT!
#brightonSEO @joelleirvine
“Basket planter”
SEARCH #1
#brightonSEO @joelleirvine
GOOGLE SAYS
#brightonSEO @joelleirvine
SEARCH #2
“Basket planter with grey
bottom”
#brightonSEO @joelleirvine
GOOGLE SAYS
#brightonSEO @joelleirvine
GOOGLE SHOPPING
#brightonSEO @joelleirvine
GOOGLE IMAGES
#brightonSEO @joelleirvine
TITLE
TITLE,
TITLE.
Image Source: xxxx
🙌
Image source: Google & Pinterest
VISUAL SEARCH
Google Lens Pinterest Lens
#bright...
Image source: Google and Pinterest
GOOGLE & PINTEREST
#brightonSEO @joelleirvine
Source: GlobalWebIndex Custom Research, Apr. 22-27, 2020
SHOPPING BEHAVIORS
POST-OUTBREAK
#brightonSEO @joelleirvine
DATA &
INSIGHTS
USER EXPECTATIONS
Source: ViSenze, Nov. 2019 #brightonSEO @joelleirvine
GOOGLE VISUALS IN SEARCH
Source: gs.statcounter.com/ & moz.com/mozcast
Google SERP Features Graph
May 20 – June 19, 2020
*...
MAY 4TH CORE UPDATE
*
*
#brightonSEO @joelleirvine
WHY PINTEREST?
LRW, US, Inspired Shopping on Pinterest among
weekly Pinners and non-Pinners, Jan 2020
more likely to click...
PINTEREST LENS
Source: Pinterest Business
Objects can be identified by
Pinterest Lens.
2.5b More visual searches from
the ...
THE OPPORTUNITY
FOR BRANDS
VISIBILITY FOR LESSER
KNOWN BRANDS
of all Pinterest searches
are non-branded.1
97% 70%of weekly Pinners discover
new produ...
TITLE
TITLE,
TITLE.
Image Source: xxxx
IMPULSE BUYING
say Pinterest inspires them to
shop when they aren’t actually
lookin...
Google Organic/Shopping Google Lens / Pinterest Lens
IMPROVE DISCOVERY
Pinterest Explore/Shop
#brightonSEO @joelleirvine
Image source: Aritzia & Pinterest
Improve Discovery
Simplify Path to Purchase
Personalize experience
Reduce Friction
REDUC...
LEVERAGE EXISTING
PLATFORMS & PARTNERSHIPS
Levi’s & Pinterest
Image source: Levi’s #brightonSEO @joelleirvine
TITLE
TITLE,
TITLE.
Image Source: xxxx
THE UPSELL
Source: Serena & Lily on Pinterest
Style Guide Coastal style lamp Accomp...
INCREASE
REVENUE
By 2021, eCommerce brands
with voice and visual search
optimization will increase
profits by up to 30%.
-...
WHAT’S
NEW?
FREE GOOGLE SHOPPING LISTINGS
#brightonSEO @joelleirvine
Copy to computer
NEW GOOGLE LENS FEATURES
Explore new concepts Learn to pronounce from print
Image source: Google #brighto...
NEW KEEN APP
Image source: Google #brightonSEO @joelleirvine
Image source: Pinterest
NEW WAYS TO SHOP ON PINTEREST
Shop Style GuideShop similar from Pin
#brightonSEO @joelleirvine
TITLE
TITLE,
TITLE.
Image Source: xxxx
Image source: Pinterest & Burberry
AUGMENTED REALITY
Burberry product AR in Google ...
TITLE
TITLE,
TITLE.
Image Source: xxxx
Image source: Pinterest
PINTEREST LENS
#brightonSEO @joelleirvine
HOW TO
OPTIMIZE
TITLE
TITLE,
TITLE.
Image Source: xxxx
1. Verification
2. Optimize Image & Product Data
3. Beyond the Technical
4. Track T...
TITLE
TITLE,
TITLE.
Image Source: xxxx
GET
VERIFIED
GOOGLE LENS
Icons: Leo & The Icon Z from the Noun Project
INPUT
KEYWORDS
LABELS
GOOGLE’S
KNOWLEDGE
GRAPH
OUTPUT
#brightonS...
GOOGLE VERIFICATION
Source: support.google.com #brightonSEO @joelleirvine
VERIFIED MERCHANTS
ON PINTEREST
Image source: Pinterest #brightonSEO @joelleirvine
TITLE
TITLE,
TITLE.
Image Source: xxxx
OPTIMIZE
IMAGE & PRODUCT DATA
VISUAL SEARCH
ISN’T PERFECT
Image & data
mis-match
Display items that
are out of stock
Can’t identify the
product
#brighto...
SPEED &
PERFORMANCE COMPRESS
IMAGES
ENABLE
CACHING &
COMPRESSION
USE A CDN
#brightonSEO @joelleirvine
SPEED &
PERFORMANCE COMPRESS
IMAGES
ENABLE
CACHING &
COMPRESSION
USE A CDN
#brightonSEO @joelleirvine
SPEED &
PERFORMANCE COMPRESS
IMAGES
ENABLE
CACHING &
COMPRESSION
USE A CDN
#brightonSEO @joelleirvine
STANDARD IMAGE
OPTIMIZATION
Image Search Visual Search
• File names
• Keywords
• Alt text
• Title tags
• Meta descriptions...
…AT SCALE
Vision AI – Google Cloud Python to generate text from images
#brightonSEO @joelleirvine
IMAGE SITEMAPPING
Example sitemap entry Image tag definitions
Image source: Google Webmasters #brightonSEO @joelleirvine
PRODUCT DATA
#brightonSEO @joelleirvine
SYNC DATA WITH
PLATFORMS
Google Shopping Pinterest CataloguesGoogle Product Images
Image source: Google, Pinterest & Warby...
STRUCTURED DATA
Consider what’s important:
1. Product
2. Offer
3. Image Gallery
4. Person
Image source: Wayfair & eBay #br...
ENABLE RICH PINS
Product Rich Pin
Image source: Pinterest
Rich Pins in Pinterest feedPinterest feed w/o Rich Pins Product ...
TITLE
TITLE,
TITLE.
Image Source: xxxx
BEYOND
THE TECHNICAL
BEYOND THE
TECHNICAL
Product images should:
1. Be on brand
2. Be clutter-free
3. Have a clear focal point in the foregroun...
BEYOND THE
TECHNICAL
Product images should:
1. Be on brand
2. Be clutter-free
3. Have a clear focal point in the foregroun...
BEYOND THE
TECHNICAL
Product images should:
1. Be on brand
2. Be clutter-free
3. Have a clear focal point in the foregroun...
BEYOND THE
TECHNICAL
Product images should:
1. Be on brand
2. Be clutter-free
3. Have a clear focal point in the foregroun...
BEYOND THE
TECHNICAL
Product images should:
1. Be on brand
2. Be clutter-free
3. Have a clear focal point in the foregroun...
BEYOND THE
TECHNICAL
Product images should:
1. Be on brand
2. Be clutter-free
3. Have a clear focal point in the foregroun...
BEYOND THE
TECHNICAL
Product images should:
1. Be on brand
2. Be clutter-free
3. Have a clear focal point in the foregroun...
EDUCATE YOUR AUDIENCE
#brightonSEO @joelleirvine
TITLE
TITLE,
TITLE.
Image Source: xxxx
TRACK
TOPICS, TRENDS & TECH!
- the three Ts -
RISING RETAIL CATEGORIES
#brightonSEO @joelleirvine
PINTEREST RESOURCES
#brightonSEO @joelleirvine
TECH RESOURCES
#brightonSEO @joelleirvine
WHAT’S
NEXT?
PINTEREST ‘COMPLETE THE LOOK’
#brightonSEO @joelleirvine
TITLE
TITLE,
TITLE.
Image Source: xxxx
Image source: Facebook AI
THE RACE IS ON!
WIP: Facebook’s AI upcoming Style Assista...
TITLE
TITLE,
TITLE.
Image Source: xxxx
Image source: Clueless Giphy
CHER CALLED…
#brightonSEO @joelleirvine
TITLE
TITLE,
TITLE.
Image Source: xxxx
Image sources: Facebook, Warby Parker, Econsultancy
VIDEO, AR & CHATBOTS, OH MY!
AS...
THE
RECAP
Image source: Aritzia & Pinterest
THE SHOPPER JOURNEY
Improve Discovery
Simplify Path to Purchase
Personalize experience
R...
THANK YOU
Joelle Irvine
Executive Growth Marketer
joelleirvine.com | @joelleirvine | LinkedIn | Instagram
Sign up to my ne...
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Glo Up: Visual Search Optimization for the New Online Shopper | eCommerce SEO Summit 2020

Download to read offline

As brands look for effective ways to adapt their online strategies, search engines and platforms are continuously introducing new features to improve discovery and user experience. Where does visual search fit into this ever-evolving ecosystem?

Using examples from Google and Pinterest, Joelle will show how image optimization and tech integrations can improve the overall consumer experience from discovery and evaluation to checkout and beyond. She will also share actionable tactics to implement visual search strategies so that your shoppers can find that perfect style they just can’t put into words.

Presented at eCommerce SEO Summit hosted by brightonSEO & SEMrush. View replay here: https://bit.ly/2Von5Qp

Sign up to Joelle's newsletter: https://joelleirvine.com/newsletter-sign-up/

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Glo Up: Visual Search Optimization for the New Online Shopper | eCommerce SEO Summit 2020

  1. 1. Joelle Irvine Executive Growth Marketer @joelleirvine | joelleirvine.com Glow up: Visual Search Optimization For the New Online Shopper June 26, 2020
  2. 2. 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 * * * #brightonSEO @joelleirvine
  3. 3. 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 #brightonSEO @joelleirvine
  4. 4. TITLE TITLE, TITLE. Image Source: xxxx SHAZAM FOR IMAGES! #brightonSEO @joelleirvine
  5. 5. IN THE MARKET FOR… Image Source: allmodern.com #brightonSEO @joelleirvine
  6. 6. FIRST INSTINCT, GOOGLE IT! #brightonSEO @joelleirvine
  7. 7. “Basket planter” SEARCH #1 #brightonSEO @joelleirvine
  8. 8. GOOGLE SAYS #brightonSEO @joelleirvine
  9. 9. SEARCH #2 “Basket planter with grey bottom” #brightonSEO @joelleirvine
  10. 10. GOOGLE SAYS #brightonSEO @joelleirvine
  11. 11. GOOGLE SHOPPING #brightonSEO @joelleirvine
  12. 12. GOOGLE IMAGES #brightonSEO @joelleirvine
  13. 13. TITLE TITLE, TITLE. Image Source: xxxx 🙌 Image source: Google & Pinterest VISUAL SEARCH Google Lens Pinterest Lens #brightonSEO @joelleirvine
  14. 14. Image source: Google and Pinterest GOOGLE & PINTEREST #brightonSEO @joelleirvine
  15. 15. Source: GlobalWebIndex Custom Research, Apr. 22-27, 2020 SHOPPING BEHAVIORS POST-OUTBREAK #brightonSEO @joelleirvine
  16. 16. DATA & INSIGHTS
  17. 17. USER EXPECTATIONS Source: ViSenze, Nov. 2019 #brightonSEO @joelleirvine
  18. 18. GOOGLE VISUALS IN SEARCH Source: gs.statcounter.com/ & moz.com/mozcast Google SERP Features Graph May 20 – June 19, 2020 * * * * * * * * * * * * Google 92% Apr. 2019 – May 2020 28% * * #brightonSEO @joelleirvine
  19. 19. MAY 4TH CORE UPDATE * * #brightonSEO @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 million monthly active users! #brightonSEO @joelleirvine
  21. 21. PINTEREST LENS Source: Pinterest Business Objects can be identified by Pinterest Lens. 2.5b More visual searches from the Pinterest camera than last year. 3x #brightonSEO @joelleirvine
  22. 22. THE OPPORTUNITY FOR BRANDS
  23. 23. 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. #brightonSEO @joelleirvine
  24. 24. 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. #brightonSEO @joelleirvine
  25. 25. Google Organic/Shopping Google Lens / Pinterest Lens IMPROVE DISCOVERY Pinterest Explore/Shop #brightonSEO @joelleirvine
  26. 26. Image source: Aritzia & Pinterest Improve Discovery Simplify Path to Purchase Personalize experience Reduce Friction REDUCE FRICTION #brightonSEO @joelleirvine
  27. 27. LEVERAGE EXISTING PLATFORMS & PARTNERSHIPS Levi’s & Pinterest Image source: Levi’s #brightonSEO @joelleirvine
  28. 28. TITLE TITLE, TITLE. Image Source: xxxx THE UPSELL Source: Serena & Lily on Pinterest Style Guide Coastal style lamp Accompanying products #brightonSEO @joelleirvine
  29. 29. INCREASE REVENUE By 2021, eCommerce brands with voice and visual search optimization will increase profits by up to 30%. - Gartner #brightonSEO @joelleirvine
  30. 30. WHAT’S NEW?
  31. 31. FREE GOOGLE SHOPPING LISTINGS #brightonSEO @joelleirvine
  32. 32. Copy to computer NEW GOOGLE LENS FEATURES Explore new concepts Learn to pronounce from print Image source: Google #brightonSEO @joelleirvine
  33. 33. NEW KEEN APP Image source: Google #brightonSEO @joelleirvine
  34. 34. Image source: Pinterest NEW WAYS TO SHOP ON PINTEREST Shop Style GuideShop similar from Pin #brightonSEO @joelleirvine
  35. 35. TITLE TITLE, TITLE. Image Source: xxxx Image source: Pinterest & Burberry AUGMENTED REALITY Burberry product AR in Google SearchPinterest Try On #brightonSEO @joelleirvine
  36. 36. TITLE TITLE, TITLE. Image Source: xxxx Image source: Pinterest PINTEREST LENS #brightonSEO @joelleirvine
  37. 37. HOW TO OPTIMIZE
  38. 38. TITLE TITLE, TITLE. Image Source: xxxx 1. Verification 2. Optimize Image & Product Data 3. Beyond the Technical 4. Track Topic, Trends & Tech HOW DO WE OPTIMIZE? #brightonSEO @joelleirvine
  39. 39. TITLE TITLE, TITLE. Image Source: xxxx GET VERIFIED
  40. 40. GOOGLE LENS Icons: Leo & The Icon Z from the Noun Project INPUT KEYWORDS LABELS GOOGLE’S KNOWLEDGE GRAPH OUTPUT #brightonSEO @joelleirvine
  41. 41. GOOGLE VERIFICATION Source: support.google.com #brightonSEO @joelleirvine
  42. 42. VERIFIED MERCHANTS ON PINTEREST Image source: Pinterest #brightonSEO @joelleirvine
  43. 43. TITLE TITLE, TITLE. Image Source: xxxx OPTIMIZE IMAGE & PRODUCT DATA
  44. 44. VISUAL SEARCH ISN’T PERFECT Image & data mis-match Display items that are out of stock Can’t identify the product #brightonSEO @joelleirvine
  45. 45. SPEED & PERFORMANCE COMPRESS IMAGES ENABLE CACHING & COMPRESSION USE A CDN #brightonSEO @joelleirvine
  46. 46. SPEED & PERFORMANCE COMPRESS IMAGES ENABLE CACHING & COMPRESSION USE A CDN #brightonSEO @joelleirvine
  47. 47. SPEED & PERFORMANCE COMPRESS IMAGES ENABLE CACHING & COMPRESSION USE A CDN #brightonSEO @joelleirvine
  48. 48. STANDARD IMAGE OPTIMIZATION Image Search Visual Search • File names • Keywords • Alt text • Title tags • Meta descriptions • Captions • URLs Image source: Google & Pinterest #brightonSEO @joelleirvine
  49. 49. …AT SCALE Vision AI – Google Cloud Python to generate text from images #brightonSEO @joelleirvine
  50. 50. IMAGE SITEMAPPING Example sitemap entry Image tag definitions Image source: Google Webmasters #brightonSEO @joelleirvine
  51. 51. PRODUCT DATA #brightonSEO @joelleirvine
  52. 52. SYNC DATA WITH PLATFORMS Google Shopping Pinterest CataloguesGoogle Product Images Image source: Google, Pinterest & Warby Parker #brightonSEO @joelleirvine
  53. 53. STRUCTURED DATA Consider what’s important: 1. Product 2. Offer 3. Image Gallery 4. Person Image source: Wayfair & eBay #brightonSEO @joelleirvine
  54. 54. ENABLE RICH PINS Product Rich Pin Image source: Pinterest Rich Pins in Pinterest feedPinterest feed w/o Rich Pins Product category Rich Pin #brightonSEO @joelleirvine
  55. 55. TITLE TITLE, TITLE. Image Source: xxxx BEYOND THE TECHNICAL
  56. 56. 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: Frank And Oak #brightonSEO @joelleirvine
  57. 57. 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 #brightonSEO @joelleirvine
  58. 58. 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 #brightonSEO @joelleirvine
  59. 59. 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: Frank And Oak #brightonSEO @joelleirvine
  60. 60. 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! #brightonSEO @joelleirvine
  61. 61. 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: Frank And Oak #brightonSEO @joelleirvine
  62. 62. 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! #brightonSEO @joelleirvine
  63. 63. EDUCATE YOUR AUDIENCE #brightonSEO @joelleirvine
  64. 64. TITLE TITLE, TITLE. Image Source: xxxx TRACK TOPICS, TRENDS & TECH! - the three Ts -
  65. 65. RISING RETAIL CATEGORIES #brightonSEO @joelleirvine
  66. 66. PINTEREST RESOURCES #brightonSEO @joelleirvine
  67. 67. TECH RESOURCES #brightonSEO @joelleirvine
  68. 68. WHAT’S NEXT?
  69. 69. PINTEREST ‘COMPLETE THE LOOK’ #brightonSEO @joelleirvine
  70. 70. TITLE TITLE, TITLE. Image Source: xxxx Image source: Facebook AI THE RACE IS ON! WIP: Facebook’s AI upcoming Style Assistant #brightonSEO @joelleirvine
  71. 71. TITLE TITLE, TITLE. Image Source: xxxx Image source: Clueless Giphy CHER CALLED… #brightonSEO @joelleirvine
  72. 72. TITLE TITLE, TITLE. Image Source: xxxx Image sources: Facebook, Warby Parker, Econsultancy VIDEO, AR & CHATBOTS, OH MY! ASOS Enki ChatbotInstagram Live + Products Warby Parker Virtual Try-on #brightonSEO @joelleirvine
  73. 73. THE RECAP
  74. 74. Image source: Aritzia & Pinterest THE SHOPPER JOURNEY Improve Discovery Simplify Path to Purchase Personalize experience Reduce Friction #brightonSEO @joelleirvine
  75. 75. THANK YOU Joelle Irvine Executive Growth Marketer joelleirvine.com | @joelleirvine | LinkedIn | Instagram Sign up to my newsletter!

As brands look for effective ways to adapt their online strategies, search engines and platforms are continuously introducing new features to improve discovery and user experience. Where does visual search fit into this ever-evolving ecosystem? Using examples from Google and Pinterest, Joelle will show how image optimization and tech integrations can improve the overall consumer experience from discovery and evaluation to checkout and beyond. She will also share actionable tactics to implement visual search strategies so that your shoppers can find that perfect style they just can’t put into words. Presented at eCommerce SEO Summit hosted by brightonSEO & SEMrush. View replay here: https://bit.ly/2Von5Qp Sign up to Joelle's newsletter: https://joelleirvine.com/newsletter-sign-up/

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