1. Joelle Irvine
Executive Growth Marketer
@joelleirvine | joelleirvine.com
Glow up:
Visual Search Optimization
For the New Online Shopper
June 26, 2020

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
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#brightonSEO @joelleirvine

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. TITLE
TITLE,
TITLE.
Image Source: xxxx
SHAZAM FOR IMAGES!
#brightonSEO @joelleirvine

5. IN THE
MARKET
FOR…
Image Source: allmodern.com #brightonSEO @joelleirvine

6. FIRST INSTINCT,
GOOGLE IT!
#brightonSEO @joelleirvine

7. “Basket planter”
SEARCH #1
#brightonSEO @joelleirvine

8. GOOGLE SAYS
#brightonSEO @joelleirvine

9. SEARCH #2
“Basket planter with grey
bottom”
#brightonSEO @joelleirvine

10. GOOGLE SAYS
#brightonSEO @joelleirvine

11. GOOGLE SHOPPING
#brightonSEO @joelleirvine

12. GOOGLE IMAGES
#brightonSEO @joelleirvine

13. TITLE
TITLE,
TITLE.
Image Source: xxxx
🙌
Image source: Google & Pinterest
VISUAL SEARCH
Google Lens Pinterest Lens
#brightonSEO @joelleirvine

14. Image source: Google and Pinterest
GOOGLE & PINTEREST
#brightonSEO @joelleirvine

15. Source: GlobalWebIndex Custom Research, Apr. 22-27, 2020
SHOPPING BEHAVIORS
POST-OUTBREAK
#brightonSEO @joelleirvine

16. DATA &
INSIGHTS

17. USER EXPECTATIONS
Source: ViSenze, Nov. 2019 #brightonSEO @joelleirvine

18. GOOGLE VISUALS IN SEARCH
Source: gs.statcounter.com/ & moz.com/mozcast
Google SERP Features Graph
May 20 – June 19, 2020
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Google 92%
Apr. 2019 – May 2020
28%
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#brightonSEO @joelleirvine

19. MAY 4TH CORE UPDATE
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#brightonSEO @joelleirvine

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. 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. THE OPPORTUNITY
FOR BRANDS

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. 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. Google Organic/Shopping Google Lens / Pinterest Lens
IMPROVE DISCOVERY
Pinterest Explore/Shop
#brightonSEO @joelleirvine

26. Image source: Aritzia & Pinterest
Improve Discovery
Simplify Path to Purchase
Personalize experience
Reduce Friction
REDUCE FRICTION
#brightonSEO @joelleirvine

27. LEVERAGE EXISTING
PLATFORMS & PARTNERSHIPS
Levi’s & Pinterest
Image source: Levi’s #brightonSEO @joelleirvine

28. TITLE
TITLE,
TITLE.
Image Source: xxxx
THE UPSELL
Source: Serena & Lily on Pinterest
Style Guide Coastal style lamp Accompanying products
#brightonSEO @joelleirvine

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

30. WHAT’S
NEW?

31. FREE GOOGLE SHOPPING LISTINGS
#brightonSEO @joelleirvine

32. Copy to computer
NEW GOOGLE LENS FEATURES
Explore new concepts Learn to pronounce from print
Image source: Google #brightonSEO @joelleirvine

33. NEW KEEN APP
Image source: Google #brightonSEO @joelleirvine

34. Image source: Pinterest
NEW WAYS TO SHOP ON PINTEREST
Shop Style GuideShop similar from Pin
#brightonSEO @joelleirvine

35. TITLE
TITLE,
TITLE.
Image Source: xxxx
Image source: Pinterest & Burberry
AUGMENTED REALITY
Burberry product AR in Google SearchPinterest Try On
#brightonSEO @joelleirvine

36. TITLE
TITLE,
TITLE.
Image Source: xxxx
Image source: Pinterest
PINTEREST LENS
#brightonSEO @joelleirvine

37. HOW TO
OPTIMIZE

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. TITLE
TITLE,
TITLE.
Image Source: xxxx
GET
VERIFIED

40. GOOGLE LENS
Icons: Leo & The Icon Z from the Noun Project
INPUT
KEYWORDS
LABELS
GOOGLE’S
KNOWLEDGE
GRAPH
OUTPUT
#brightonSEO @joelleirvine

41. GOOGLE VERIFICATION
Source: support.google.com #brightonSEO @joelleirvine

42. VERIFIED MERCHANTS
ON PINTEREST
Image source: Pinterest #brightonSEO @joelleirvine

43. TITLE
TITLE,
TITLE.
Image Source: xxxx
OPTIMIZE
IMAGE & PRODUCT DATA

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. SPEED &
PERFORMANCE COMPRESS
IMAGES
ENABLE
CACHING &
COMPRESSION
USE A CDN
#brightonSEO @joelleirvine

46. SPEED &
PERFORMANCE COMPRESS
IMAGES
ENABLE
CACHING &
COMPRESSION
USE A CDN
#brightonSEO @joelleirvine

47. SPEED &
PERFORMANCE COMPRESS
IMAGES
ENABLE
CACHING &
COMPRESSION
USE A CDN
#brightonSEO @joelleirvine

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. …AT SCALE
Vision AI – Google Cloud Python to generate text from images
#brightonSEO @joelleirvine

50. IMAGE SITEMAPPING
Example sitemap entry Image tag definitions
Image source: Google Webmasters #brightonSEO @joelleirvine

51. PRODUCT DATA
#brightonSEO @joelleirvine

52. SYNC DATA WITH
PLATFORMS
Google Shopping Pinterest CataloguesGoogle Product Images
Image source: Google, Pinterest & Warby Parker #brightonSEO @joelleirvine

53. STRUCTURED DATA
Consider what’s important:
1. Product
2. Offer
3. Image Gallery
4. Person
Image source: Wayfair & eBay #brightonSEO @joelleirvine

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. TITLE
TITLE,
TITLE.
Image Source: xxxx
BEYOND
THE TECHNICAL

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. 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. 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. 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. 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. 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. 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. EDUCATE YOUR AUDIENCE
#brightonSEO @joelleirvine

64. TITLE
TITLE,
TITLE.
Image Source: xxxx
TRACK
TOPICS, TRENDS & TECH!
- the three Ts -

65. RISING RETAIL CATEGORIES
#brightonSEO @joelleirvine

66. PINTEREST RESOURCES
#brightonSEO @joelleirvine

67. TECH RESOURCES
#brightonSEO @joelleirvine

68. WHAT’S
NEXT?

69. PINTEREST ‘COMPLETE THE LOOK’
#brightonSEO @joelleirvine

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. TITLE
TITLE,
TITLE.
Image Source: xxxx
Image source: Clueless Giphy
CHER CALLED…
#brightonSEO @joelleirvine

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. THE
RECAP

74. Image source: Aritzia & Pinterest
THE SHOPPER JOURNEY
Improve Discovery
Simplify Path to Purchase
Personalize experience
Reduce Friction
#brightonSEO @joelleirvine

75. THANK YOU
Joelle Irvine
Executive Growth Marketer
joelleirvine.com | @joelleirvine | LinkedIn | Instagram
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