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The Future of Visual Search by Gianluca Fiorelli for Brighton SEO

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Visual Search is the ugly duckling of Search Marketing: no one seems to pay too much attention to it … and this is terribly wrong.
In fact, Google, Bing, Pinterest, eBay, Amazon, and more and more brands have started offering Visual Search as an alternative for discovering and buying all kinds of things on the Internet.

In his talk, Gianluca will present the latest advancements in Visual Search: from the increasing monetization of Google Images and, soon, Google Lens to how Voice and Visual Search can become a killer combo for experienced SEOs and how we can use the already numerous visual search APIs to create our branded web applications the opportunities that Visual Search in Augmented Reality can offer to create 10X content.

Published in: Marketing

The Future of Visual Search by Gianluca Fiorelli for Brighton SEO

  1. 1. Gianluca Fiorelli @gfiorelli1 ILoveSEO.net The Future of Visual Search http://www.slideshare.net/gfiorelli1
  2. 2. @gfiorelli1 #brightonseo
  3. 3. @gfiorelli1 #brightonseo
  4. 4. @gfiorelli1 #brightonseo
  5. 5. @gfiorelli1 #brightonseo
  6. 6. @gfiorelli1 #brightonseo
  7. 7. @gfiorelli1 #brightonseo
  8. 8. @gfiorelli1 #brightonseo
  9. 9. @gfiorelli1 #brightonseo
  10. 10. Grey Zone @gfiorelli1 #brightonseo
  11. 11. More about this in few slides
  12. 12. Image Search Barely used old best practices #1 Descriptive Image File Name
  13. 13. Image Search Barely used old best practices #1 Descriptive Image File Name #2 Alt Tags
  14. 14. Image Search Barely used old best practices #1 Descriptive Image File Name #2 Alt Tags #3 Image Caption
  15. 15. Image Search Barely used old best practices #1 Descriptive Image File Name #2 Alt Tags #3 Image Caption #4 Image Description
  16. 16. Image Search Barely used old best practices #1 Descriptive Image File Name #2 Alt Tags #3 Image Caption #4 Image Description #5 Images XML Sitemap
  17. 17. Image Search Barely used old best practices #6 Contextual information surrounding the image
  18. 18. #6 Contextual information surrounding the image
  19. 19. Image Search ”New” best practice #7 Structured Data
  20. 20. Google requires to tag images for: Products #7 Structured Data
  21. 21. Google requires to tag images for: Products Recipes #7 Structured Data
  22. 22. Google requires to tag images for: Products Recipes Carrousels #7 Structured Data
  23. 23. Google requires to tag images for: Products Recipes Carrousels Articles (AMP) #7 Structured Data
  24. 24. Google requires to tag images for: Products Recipes Carrousels Articles (AMP) Logo #7 Structured Data
  25. 25. Google requires to tag images for: Products Recipes Carrousels Articles (AMP) Logo Restaurants (Local #7 Structured Data
  26. 26. Google requires to tag images for: Products Recipes Carrousels Articles (AMP) Logo Restaurants (Local Videos #7 Structured Data
  27. 27. #7 Structured Data
  28. 28. https://developers.google.com/search/docs/guides/search-features #7 Structured Data
  29. 29. Improve Meaning Contextual information & Structured Data
  30. 30. Skywalker Family Experiments Videogame Movie Character Colors Users Jedi Colors (2) @gfiorelli1 #theinbounder MEANING > QUERY CONTEXT > VISIBILITY
  31. 31. Experiments Movie Colors JediCustomized @gfiorelli1 #theinbounder MEANING > QUERY CONTEXT > VISIBILITY New Chrome 69 layout Colors
  32. 32. (which is great for KW/Topic Research) Lightsaber luke skywalker anakin skywalker real life galen marek star wars a new hope kylo ren green blue red jedi knight sith obi wan kenobi mace windu qui gon jinn black purple yellow white colored pink gold --- UP TO 107 SUGGESTED TAGS jedi knight star wars anakin skywalker obi wan kenobi mace windu a new hope the force awakens luke skywalker's force fx purple green black white light blue grey black series second return the jedi old esb lightsaber hilt last jedi building lightsaber graflex replica … UP TO 74 SUGGESTED TAGS wars jedi anakin skywalker qui gon force fx star wars gon jinn unleashed last jedi wallpaper
  33. 33. BUT
  34. 34. Remember this?
  35. 35. Google sees it so with Cloud Vision https://cloud.google.com/vision/
  36. 36. Let’s talk a little science in a simple way
  37. 37. TargetDistractors Pop-Up Effect
  38. 38. Worst the quality, Worst the image recognition algorithms work Not so perfect yet
  39. 39. Image Recognition can produce some very embarrassing mistakes Not so perfect yet
  40. 40. But it’s improving very fast
  41. 41. Not just in terms of better Image Search
  42. 42. Also better monetization SIMILAR ITEMS (thanks to the synergy of structured data and Image Recognition)
  43. 43. Also better monetization STYLE IDEAS (thanks to the synergy of structured data and Image Recognition)
  44. 44. And future Google Lens monetization Lens is now integrated to Images Search so to offer the possibility of doing objects’ search inside an image
  45. 45. Opening brackets
  46. 46. ARCore (Google/Android) The opportunities are almost infinite
  47. 47. The opportunities are almost infinite ARKit (Apple/iOS)
  48. 48. Closing brackets
  49. 49. If Image Recognition did start playing a bigger role in Image Search, how can we optimize for it?
  50. 50. Image Recognition Optimization Checklist üClassic Image SEO is still (hugely) relevant
  51. 51. Image Recognition Optimization Checklist üClassic Image SEO is still (hugely) relevant üHaving your images used and credited (aka: LINKS)
  52. 52. Image Recognition Optimization Checklist üClassic Image SEO is still (hugely) relevant üHaving your images used and credited (aka: links) üHigh Quality Images/Photos
  53. 53. Image Recognition Optimization Checklist üClassic Image SEO is still (hugely) relevant üHaving your images used and credited (aka: links) üHigh Quality Images/Photos üUse good image compression software for WPO • Optimizilla • JPEGmini • Kraken.io • TinyPNG
  54. 54. Remember! Quality is not enemy of Speed READ THE IMAGE OPTIMIZATION GUIDE BY KRISTINE SCHACHINGER https://itseo.org/IMGOPTIM
  55. 55. Image Recognition Optimization Checklist üClassic Image SEO is still (hugely) relevant üHaving your images used and credited (aka: links) üHigh Quality Images/Photos üUse good image compression software for WPO • Optimizilla • JPEGmini • Kraken.io • TinyPNG ü Respect of 16:9 – 4:3 ratio for optimal cropping
  56. 56. Image Recognition Optimization Checklist üClassic Image SEO is still (hugely) relevant üHaving your images used and credited (aka: links) üHigh Quality Images/Photos üUse good image compression software for WPO • Optimizilla • JPEGmini • Kraken.io • TinyPNG ü Respect 16:9 – 4:3 ratio for optimal cropping ü Pay attention to details
  57. 57. AND DO NOT USE STOCK PHOTOS! Image Recognition Optimization Checklist
  58. 58. Image Recognition is key in Bing Visual Search The Bing Visual Search experience is embedded in its Images Search
  59. 59. If a shopping intent is detected, then Bing will present also Related Products users can click to buy Image Recognition is key in Bing Visual Search
  60. 60. How Does Bing Visual Search Work Bing is building an Image Knowledge Graph with these elements: Best Representative Query (BRQ), Captions, Related Collections, Shopping Sources and More Sizes
  61. 61. Key here is the Text Query Inference. The more our content & its images are responding to a bigger set of queries, the better How Does Bing Visual Search Work
  62. 62. Bing Visual Search… and its API https://itseo.org/img-bing-api (new releases previewed in the future)
  63. 63. Pinterest Lens Happily offering visual search since 2015
  64. 64. Pinterest Lens – How does it work?
  65. 65. Pinterest Lens – How does it work?
  66. 66. This is the real difference with respect others Visual Search Engines Pinterest Lens – How does it work?
  67. 67. Pinterest - What many of you are thinking now Gianluca, NOBODY USES PINTEREST (#Instagram #Instagram #Instagram #Instagram #Instagram #Instagram #Instagram #Instagram #Instagram #Instagram #Instagram #Instagram #Instagram #Instagram)
  68. 68. • 200 Millions Active Users • 50+ billions pins • 1+ Billions Pinterest Boards • 2+ Millions Shopping Pins saved daily • Millennials [I know] uses Pinterest as much as Instagram • 800+ Million Lens executed per month • 93% of active pinners said they use Pinterest to plan for purchases and 87% said they’ve purchased something because of Pinterest
  69. 69. Pinterest - What many of you are still thinking Gianluca, NOBODY USES PINTEREST IN [COUNTRY] (#Instagram #Instagram #Instagram #Instagram #Instagram #Instagram #Instagram #Instagram #Instagram #Instagram #Instagram #Instagram #Instagram #Instagram)
  70. 70. But everybody use Google Still hugely visible despite being hit last Spring
  71. 71. Pinterest – What I do think
  72. 72. Pinterest Lens – What can we do? SEO for Pinterest #FTW
  73. 73. Organize your Boards with a consistent taxonomy. Think of Pinterest as a Visual translation of your website, where Boards are Topical Hubs Pinterest Lens – What can we do?
  74. 74. When planning the architecture of your boards, do not forget to examine how Pinterest tags your main topics (always from head to long tail) Pinterest Lens – What can we do?
  75. 75. Pinterest Lens – What can we do? And to see what the Pinterest Suggests suggest (always from head to long tail)
  76. 76. Edit your board description using both natural language and well-executed microcopy. Choose the correct category The board titles can be 100 characters long, but only 26 are fully readable Pinterest Lens – What can we do?
  77. 77. Vertical pictures performs better than Landscape. Ideal width: 735 PX Then: Descriptive image file name Remember to link to your website if you manually upload the photo/image 500 characters can be used in photo descriptions, but 150/160 long ones perform better Pinterest Lens – What can we do?
  78. 78. https://developers.pinterest.com/docs/ri ch-pins/ As easy as: ü Having Structured Data implemented on your website ü Validating only 1 URL with Pinterest Valid Structured Data: Schema.org Open Graph Pinterest Lens – What can we do?
  79. 79. Pinterest Lens – What can we do? Keep in mind how the Pinterest Image Recognition algorithm work More here: http://www.seerinteractive.com/labs/pinterest-guide/
  80. 80. Visual Search as a product
  81. 81. PLEASE! STOP THINKING VISUAL SEARCH IS ONLY FOR FASHION Visual Search as a product
  82. 82. Images Bank Optimisation (and monetization) Visual Search as a product
  83. 83. Visual Search as a product Gianluca, NOBODY USES PINTEREST (#Instagram #Instagram #Instagram #Instagram #Instagram #Instagram #Instagram #Instagram #Instagram #Instagram #Instagram #Instagram #Instagram #Instagram)
  84. 84. Visual Search as a product
  85. 85. Reverse Engineering Recipes Visual Search as a product
  86. 86. Bricks and Mortars Visual Search as a product
  87. 87. Visual Search as a product
  88. 88. ¿¿WTF?? Visual Search as a product
  89. 89. Visual Search as a product
  90. 90. Visual Search as a product
  91. 91. Real State Visual Search as a product
  92. 92. Visual Search as a product
  93. 93. MOVE! Because you are already late! Visual Search as a product
  94. 94. CREATE YOUR OWN WEBAPP Google Cloud Vision API Bing Image Search API Slyce SDK (slyce.it) Cloudsight.ai Clarifai Visual Search as a product
  95. 95. AND REMEMBER WHAT HANNIBAL LECTER TAUGHT TO CLARICE
  96. 96. #theinbounder “We begin by coveting what we see every day. […] And don't your eyes seek out the things you want?”
  97. 97. Gianluca Fiorelli @gfiorelli1 ILoveSEO.net THANK YOU! http://www.slideshare.net/gfiorelli1

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