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

2.
@gfiorelli1 #brightonseo

3.
@gfiorelli1 #brightonseo

4.
@gfiorelli1 #brightonseo

5.
@gfiorelli1 #brightonseo

6.
@gfiorelli1 #brightonseo

7.
@gfiorelli1 #brightonseo

8.
@gfiorelli1 #brightonseo

9.
@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)

84.
Visual Search as a product

85.
Reverse Engineering
Recipes
Visual Search as a product

86.
Bricks and
Mortars
Visual Search as a product

87.
Visual Search as a product

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

89.
Visual Search as a product

90.
Visual Search as a product

91.
Real State
Visual Search as a product

92.
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