Joelle Irvine is an executive growth marketer with over 13 years of experience in marketing strategies for B2B, B2C, and eCommerce brands. She discusses how image optimization and visual search can enhance shopping experiences. She outlines opportunities for brands to improve product discovery, simplify purchasing paths, personalize experiences, and reduce friction. Finally, she provides tips on optimizing images and product data, developing visual content strategies, and tracking retail topics and trends.

1. Joelle Irvine
Executive Growth Marketer
@joelleirvine | joelleirvine.com
Enhance Shopping
Experiences
via Image Optimization

2. #SEOfromHome @joelleirvine
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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3. IN THE
MARKET
FOR…
Image Source: allmodern.com

4. FIRST INSTINCT,
GOOGLE IT!
#SEOfromHome @joelleirvine

5. Dining room chandelier
SEARCH #1
#SEOfromHome @joelleirvine

6. GOOGLE SAYS
#SEOfromHome @joelleirvine

7. SEARCH #2
“Geometric dining room
chandelier”
#SEOfromHome @joelleirvine

8. GOOGLE SAYS
#SEOfromHome @joelleirvine

9. MY LIGHT FIXTURE!
#SEOfromHome @joelleirvine

10. GOOGLE IMAGES
#SEOfromHome @joelleirvine

11. OUT OF STOCK
#SEOfromHome @joelleirvine

12. Image source: Google and Pinterest
GOOGLE & PINTEREST
#SEOfromHome @joelleirvine

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

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

15. PERSONALIZE EXPERIENCES
Google compare Google CollectionsPinterest More to Shop
#SEOfromHome @joelleirvine

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

17. CONSUMER
INSIGHTS
- for personalized experiences -

18. MARKET SHARE
Source: gs.statcounter.com/ & moz.com/mozcast
Google SERP Features Graph
May 1 – 31, 2020
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Google 92%
Apr. 2019 – May 2020
#SEOfromHome @joelleirvine

19. MAY 4TH CORE UPDATE
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#SEOfromHome @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 monthly active users on Pinterest
#SEOfromHome @joelleirvine

21. 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. #SEOfromHome @joelleirvine

22. TITLE
TITLE,
TITLE.
Image Source: xxxx
BACK TO THE FUTURE
Source: Pinterest Internal Data, Global, Feb. 1 – May 3, 2020 #SEOfromHome @joelleirvine

23. TITLE
TITLE,
TITLE.
Image Source: xxxx
INSTANT
GRATIFICATION
Source: GlobalWebIndex Custom Research, Apr. 22-27, 2020
The importance of same- or next-day delivery by income group
Income
Group:
#SEOfromHome @joelleirvine

24. THE OPPORTUNITY
FOR BRANDS

25. USER EXPECTATIONS
ARE GROWING
Source: ViSenze, 2018
of millennials would like to
be able to search by image
62% of millennials would like to
be able to click to purchase
directly from content.
58%
#SEOfromHome @joelleirvine

26. TITLE
TITLE,
TITLE.
Image Source: xxxx
🙌
Image source: Pinterest
VISUAL SEARCH
#SEOfromHome @joelleirvine

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

28. AUGMENTED REALITY
#SEOfromHome @joelleirvineSource: arvr.google.com
Google ARCore Partnerships

29. LEVERAGE EXISTING
PLATFORMS & PARTNERSHIPS
Levi’s & Pinterest New York Times & Google
#SEOfromHome @joelleirvine

30. Burberry AR Shopping Tool using Google Search Tech
PRODUCT AR IN GOOGLE SEARCH
Source: Burberry #SEOfromHome @joelleirvine

31. ONLINE EXPERIENCE IN-STORE
#SEOfromHome @joelleirvineImage source: virtualstore.dior.com

32. ONLINE EXPERIENCE IN-STORE
Alibaba & Guess partnership Amazon blended Reality Patent
Image sources (left to right): cbinsights.com, alistdaily.com and Pinterest Business
Pincodes
#SEOfromHome @joelleirvine

33. 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. #SEOfromHome @joelleirvine

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

35. WHAT’S
NEW?

36. FREE GOOGLE SHOPPING LISTINGS
#SEOfromHome @joelleirvine

37. Copy to computer
NEW GOOGLE LENS FEATURES
Explore new concepts Learn to pronounce from print
#SEOfromHome @joelleirvine

38. TITLE
TITLE,
TITLE.
Image Source: xxxx
Image source: Pinterest
PINTEREST TRY ON
#SEOfromHome @joelleirvine

39. TITLE
TITLE,
TITLE.
Image Source: xxxx
Image source: Shopify
PINTEREST & SHOPIFY
#SEOfromHome @joelleirvine

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

41. Image source: Pinterest
SHOPPING SPOTLIGHTS BY PINTEREST
#SEOfromHome @joelleirvine

42. TITLE
TITLE,
TITLE.
Image Source: xxxx
Image source: Pinterest
PINTEREST CREATORS
#SEOfromHome @joelleirvine

43. TITLE
TITLE,
TITLE.
Image Source: xxxx
Image source: Pinterest
PINTEREST LENS
#SEOfromHome @joelleirvine

44. HOW TO
OPTIMIZE

45. TITLE
TITLE,
TITLE.
Image Source: xxxx
1. Verification
2. Optimizing Image & Product Data
3. Visual Content Strategy
4. Tracking Topic & Trends
HOW DO WE OPTIMIZE?

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

47. GOOGLE VERIFICATION
Source: support.google.com #SEOfromHome @joelleirvine

48. GOOGLE VERIFICATION
Source: support.google.com #SEOfromHome @joelleirvine

49. NO KNOWLEDGE PANEL?
Image source: Instagram Business #SEOfromHome @joelleirvine

50. VERIFIED MERCHANTS
ON PINTEREST
Image source: Pinterest #SEOfromHome @joelleirvine

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

52. MISSED
OPPORTUNITIES
Different brand Image & data mismatch Kids product results
#SEOfromHome @joelleirvine

53. & VISUAL SEARCH
ISN’T PERFECT
Auto-select the
wrong focal point
Categorize people
instead of products
Display items that
are out of stock
#SEOfromHome @joelleirvine

54. #SEOfromHome @joelleirvine
AUDIT PERFORMANCE & SPEED
Test My Site Page Speed Insights Mobile Friendly Test Lighthouse Extension

55. •
•
•
#SEOfromHome @joelleirvine
Test My Site ROI Evaluation Tool
EVALUATE POTENTIAL ROI

56. SPEED &
PERFORMANCE
• Compress your images
• Enable caching & compression
• Use a Content Delivery Network (CDN)
#SEOfromHome @joelleirvine

57. STANDARD IMAGE
OPTIMIZATION
Image Search Visual Search
• File names
• Keywords
• Alt text
• Title tags
• Meta descriptions
• Captions
• URLs
#SEOfromHome @joelleirvine

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

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

60. PRODUCT DATA
#SEOfromHome @joelleirvine

61. SYNC DATA WITH
PLATFORMS
Google Shopping Pinterest CataloguesGoogle Product Images
#SEOfromHome @joelleirvine

62. STRUCTURED DATA
Consider what’s important:
1. Product
2. Offer
3. Image Gallery
4. Person
#SEOfromHome @joelleirvine

63. ENABLE RICH PINS
Product Rich Pin
Image source: Pinterest Developers
Rich Pins in Pinterest feedPinterest feed w/o Rich Pins Product category Rich Pin
#SEOfromHome @joelleirvine

64. TITLE
TITLE,
TITLE.
Image Source: xxxx
VISUAL
CONTENT STRATEGY

65. 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!
#SEOfromHome @joelleirvine

66. BEYOND THE
TECHNICAL
Product images should:
1. Be on brand
2. Be clutter-free
3. Have a clear focal point in the foreground
4. Be in context
5. Be high-quality
6. Include multiple angles
7. Add value – if not, remove!
#SEOfromHome @joelleirvine

67. 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
#SEOfromHome @joelleirvine

68. 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!
#SEOfromHome @joelleirvine

69. 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!
#SEOfromHome @joelleirvine

70. 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!
#SEOfromHome @joelleirvine

71. 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!
#SEOfromHome @joelleirvine

72. TITLE
TITLE,
TITLE.
Image Source: xxxx
TRACK
TOPICS & TRENDS

73. RISING RETAIL CATEGORIES
https://www.thinkwithgoogle.com/marketing-resources/search-insights-
category-trends-and-opportunities/
https://trends.google.com/trends/
#SEOfromHome @joelleirvine

74. PINTEREST RESOURCES
https://business.pinterest.com/en/blog/how-to-communicate-with-pinners-in-a-time-of-crisis
https://newsroom.pinterest.com/
https://business.pinterest.com/en/blog
https://business.pinterest.com/en/verified-merchant-program
#SEOfromHome @joelleirvine

75. THE
RECAP

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

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