The Future of Visual Search by Gianluca Fiorelli for Brighton SEO

1. Gianluca Fiorelli @gfiorelli1 ILoveSEO.net The Future of Visual Search http://www.slideshare.net/gfiorelli1

2. @gfiorelli1 #brightonseo

10. Grey Zone @gfiorelli1 #brightonseo

11. More about this in few slides

12. Image Search Barely used old best practices #1 Descriptive Image File Name

13. Image Search Barely used old best practices #1 Descriptive Image File Name #2 Alt Tags

14. Image Search Barely used old best practices #1 Descriptive Image File Name #2 Alt Tags #3 Image Caption

15. Image Search Barely used old best practices #1 Descriptive Image File Name #2 Alt Tags #3 Image Caption #4 Image Description

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. Image Search Barely used old best practices #6 Contextual information surrounding the image

18. #6 Contextual information surrounding the image

19. Image Search ”New” best practice #7 Structured Data

20. Google requires to tag images for: Products #7 Structured Data

21. Google requires to tag images for: Products Recipes #7 Structured Data

22. Google requires to tag images for: Products Recipes Carrousels #7 Structured Data

23. Google requires to tag images for: Products Recipes Carrousels Articles (AMP) #7 Structured Data

24. Google requires to tag images for: Products Recipes Carrousels Articles (AMP) Logo #7 Structured Data

25. Google requires to tag images for: Products Recipes Carrousels Articles (AMP) Logo Restaurants (Local #7 Structured Data

26. Google requires to tag images for: Products Recipes Carrousels Articles (AMP) Logo Restaurants (Local Videos #7 Structured Data

27. #7 Structured Data

28. https://developers.google.com/search/docs/guides/search-features #7 Structured Data

29. Improve Meaning Contextual information & Structured Data

30. Skywalker Family Experiments Videogame Movie Character Colors Users Jedi Colors (2) @gfiorelli1 #theinbounder MEANING > QUERY CONTEXT > VISIBILITY

31. Experiments Movie Colors JediCustomized @gfiorelli1 #theinbounder MEANING > QUERY CONTEXT > VISIBILITY New Chrome 69 layout Colors

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. BUT

34. Remember this?

35. Google sees it so with Cloud Vision https://cloud.google.com/vision/

36. Let’s talk a little science in a simple way

37. TargetDistractors Pop-Up Effect

38. Worst the quality, Worst the image recognition algorithms work Not so perfect yet

39. Image Recognition can produce some very embarrassing mistakes Not so perfect yet

40. But it’s improving very fast

41. Not just in terms of better Image Search

42. Also better monetization SIMILAR ITEMS (thanks to the synergy of structured data and Image Recognition)

43. Also better monetization STYLE IDEAS (thanks to the synergy of structured data and Image Recognition)

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. Opening brackets

46. ARCore (Google/Android) The opportunities are almost infinite

47. The opportunities are almost infinite ARKit (Apple/iOS)

48. Closing brackets

49. If Image Recognition did start playing a bigger role in Image Search, how can we optimize for it?

50. Image Recognition Optimization Checklist üClassic Image SEO is still (hugely) relevant

51. Image Recognition Optimization Checklist üClassic Image SEO is still (hugely) relevant üHaving your images used and credited (aka: LINKS)

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. 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. Remember! Quality is not enemy of Speed READ THE IMAGE OPTIMIZATION GUIDE BY KRISTINE SCHACHINGER https://itseo.org/IMGOPTIM

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. 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. AND DO NOT USE STOCK PHOTOS! Image Recognition Optimization Checklist

58. Image Recognition is key in Bing Visual Search The Bing Visual Search experience is embedded in its Images Search

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. 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. 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. Bing Visual Search… and its API https://itseo.org/img-bing-api (new releases previewed in the future)

63. Pinterest Lens Happily offering visual search since 2015

64. Pinterest Lens – How does it work?

65. Pinterest Lens – How does it work?

66. This is the real difference with respect others Visual Search Engines Pinterest Lens – How does it work?

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. • 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. 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. But everybody use Google Still hugely visible despite being hit last Spring

71. Pinterest – What I do think

72. Pinterest Lens – What can we do? SEO for Pinterest #FTW

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. 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. Pinterest Lens – What can we do? And to see what the Pinterest Suggests suggest (always from head to long tail)

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. 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. 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. 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. Visual Search as a product

81. PLEASE! STOP THINKING VISUAL SEARCH IS ONLY FOR FASHION Visual Search as a product

82. Images Bank Optimisation (and monetization) Visual Search as a product

83. Visual Search as a product Gianluca, NOBODY USES PINTEREST (#Instagram #Instagram #Instagram #Instagram #Instagram #Instagram #Instagram #Instagram #Instagram #Instagram #Instagram #Instagram #Instagram #Instagram)

85. Reverse Engineering Recipes Visual Search as a product

86. Bricks and Mortars Visual Search as a product

88. ¿¿WTF?? Visual Search as a product

91. Real State Visual Search as a product

93. MOVE! Because you are already late! Visual Search as a product

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. AND REMEMBER WHAT HANNIBAL LECTER TAUGHT TO CLARICE

96. #theinbounder “We begin by coveting what we see every day. […] And don't your eyes seek out the things you want?”

97. Gianluca Fiorelli @gfiorelli1 ILoveSEO.net THANK YOU! http://www.slideshare.net/gfiorelli1