The Future of Visual Search by Gianluca Fiorelli for Brighton SEO

Gianluca Fiorelli
Gianluca FiorelliSenior SEO and Inbound Marketing Consultant at ILoveSEO.net
Gianluca Fiorelli
@gfiorelli1
ILoveSEO.net
The Future of
Visual Search
http://www.slideshare.net/gfiorelli1
@gfiorelli1 #brightonseo
@gfiorelli1 #brightonseo
@gfiorelli1 #brightonseo
@gfiorelli1 #brightonseo
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The Future of Visual Search by Gianluca Fiorelli for Brighton SEO
The Future of Visual Search by Gianluca Fiorelli for Brighton SEO
@gfiorelli1 #brightonseo
@gfiorelli1 #brightonseo
Grey
Zone
@gfiorelli1 #brightonseo
The Future of Visual Search by Gianluca Fiorelli for Brighton SEO
More about this
in few slides
Image Search
Barely used old best practices
#1 Descriptive Image File
Name
Image Search
Barely used old best practices
#1 Descriptive Image File
Name
#2 Alt Tags
Image Search
Barely used old best practices
#1 Descriptive Image File
Name
#2 Alt Tags
#3 Image Caption
Image Search
Barely used old best practices
#1 Descriptive Image File
Name
#2 Alt Tags
#3 Image Caption
#4 Image Description
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
Image Search
Barely used old best practices
#6
Contextual information
surrounding the image
#6
Contextual information
surrounding the image
Image Search
”New” best practice
#7
Structured Data
Google requires to tag images for:
Products
#7
Structured Data
Google requires to tag images for:
Products
Recipes
#7
Structured Data
Google requires to tag images for:
Products
Recipes
Carrousels
#7
Structured Data
Google requires to tag images for:
Products
Recipes
Carrousels
Articles (AMP)
#7
Structured Data
Google requires to tag images for:
Products
Recipes
Carrousels
Articles (AMP)
Logo
#7
Structured Data
Google requires to tag images for:
Products
Recipes
Carrousels
Articles (AMP)
Logo
Restaurants (Local
#7
Structured Data
Google requires to tag images for:
Products
Recipes
Carrousels
Articles (AMP)
Logo
Restaurants (Local
Videos
#7
Structured Data
#7
Structured Data
https://developers.google.com/search/docs/guides/search-features
#7
Structured Data
Improve
Meaning
Contextual information &
Structured Data
Skywalker
Family
Experiments Videogame Movie Character Colors Users Jedi Colors (2)
@gfiorelli1 #theinbounder
MEANING > QUERY CONTEXT > VISIBILITY
Experiments Movie Colors JediCustomized
@gfiorelli1 #theinbounder
MEANING > QUERY CONTEXT > VISIBILITY
New Chrome 69 layout
Colors
(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
BUT
Remember this?
Google sees it so with
Cloud Vision
https://cloud.google.com/vision/
Let’s talk a little
science
in a simple way
The Future of Visual Search by Gianluca Fiorelli for Brighton SEO
The Future of Visual Search by Gianluca Fiorelli for Brighton SEO
TargetDistractors Pop-Up Effect
Worst the quality,
Worst the image recognition
algorithms work
Not so perfect yet
Image Recognition
can produce some
very embarrassing
mistakes
Not so perfect yet
But it’s improving very fast
Not just in terms of better
Image Search
Also better monetization
SIMILAR ITEMS
(thanks to the synergy of
structured data and
Image Recognition)
Also better monetization
STYLE IDEAS
(thanks to the synergy of
structured data and
Image Recognition)
And future Google Lens
monetization
Lens is now integrated to
Images Search so to offer
the possibility of doing
objects’ search inside an
image
Opening
brackets
ARCore (Google/Android)
The opportunities are almost infinite
The opportunities are almost infinite
ARKit (Apple/iOS)
Closing
brackets
If Image
Recognition did
start playing a
bigger role in
Image Search,
how can we
optimize for it?
Image Recognition Optimization Checklist
üClassic Image SEO is still (hugely) relevant
Image Recognition Optimization Checklist
üClassic Image SEO is still (hugely) relevant
üHaving your images used and credited (aka: LINKS)
Image Recognition Optimization Checklist
üClassic Image SEO is still (hugely) relevant
üHaving your images used and credited (aka: links)
üHigh Quality Images/Photos
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
Remember!
Quality is not enemy of Speed
READ THE IMAGE
OPTIMIZATION GUIDE
BY KRISTINE SCHACHINGER
https://itseo.org/IMGOPTIM
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
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
AND DO NOT USE STOCK PHOTOS!
Image Recognition Optimization Checklist
Image Recognition is key in Bing
Visual Search
The Bing Visual
Search
experience is
embedded in its
Images Search
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
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
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
Bing Visual Search… and its API
https://itseo.org/img-bing-api (new releases previewed in the future)
Pinterest Lens
Happily offering visual search
since 2015
Pinterest Lens – How does it work?
Pinterest Lens – How does it work?
This is the real difference with respect
others Visual Search Engines
Pinterest Lens – How does it work?
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)
• 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
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)
But everybody use Google
Still hugely visible despite being hit last Spring
Pinterest – What I do think
Pinterest Lens – What can we do?
SEO for Pinterest #FTW
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?
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?
Pinterest Lens – What can we do?
And to see what the Pinterest Suggests suggest
(always from head to long tail)
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?
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?
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?
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/
Visual Search as a product
PLEASE!
STOP THINKING
VISUAL SEARCH
IS ONLY FOR
FASHION
Visual Search as a product
Images Bank
Optimisation
(and monetization)
Visual Search as a product
Visual Search as a product
Gianluca,
NOBODY USES PINTEREST
(#Instagram #Instagram #Instagram
#Instagram #Instagram #Instagram
#Instagram #Instagram #Instagram
#Instagram #Instagram #Instagram
#Instagram #Instagram)
Visual Search as a product
Reverse Engineering
Recipes
Visual Search as a product
Bricks and
Mortars
Visual Search as a product
Visual Search as a product
¿¿WTF??
Visual Search as a product
Visual Search as a product
Visual Search as a product
Real State
Visual Search as a product
Visual Search as a product
MOVE!
Because you
are already
late!
Visual Search as a product
CREATE YOUR OWN WEBAPP
Google Cloud Vision API
Bing Image Search API
Slyce SDK (slyce.it)
Cloudsight.ai
Clarifai
Visual Search as a product
AND REMEMBER
WHAT HANNIBAL
LECTER TAUGHT TO
CLARICE
#theinbounder
“We begin by coveting what
we see every day. […]
And don't your eyes seek out
the things you want?”
Gianluca Fiorelli
@gfiorelli1
ILoveSEO.net
THANK YOU!
http://www.slideshare.net/gfiorelli1
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