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Joelle Irvine
Executive Growth Marketer
@joelleirvine | joelleirvine.com
Enhance Shopping
Experiences
via Image Optimization
#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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*
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IN THE
MARKET
FOR…
Image Source: allmodern.com
FIRST INSTINCT,
GOOGLE IT!
#SEOfromHome @joelleirvine
Dining room chandelier
SEARCH #1
#SEOfromHome @joelleirvine
GOOGLE SAYS
#SEOfromHome @joelleirvine
SEARCH #2
“Geometric dining room
chandelier”
#SEOfromHome @joelleirvine
GOOGLE SAYS
#SEOfromHome @joelleirvine
MY LIGHT FIXTURE!
#SEOfromHome @joelleirvine
GOOGLE IMAGES
#SEOfromHome @joelleirvine
OUT OF STOCK
#SEOfromHome @joelleirvine
Image source: Google and Pinterest
GOOGLE & PINTEREST
#SEOfromHome @joelleirvine
Source: GlobalWebIndex Custom Research, Apr. 22-27, 2020
SHOPPING BEHAVIORS
POST-OUTBREAK
#SEOfromHome @joelleirvine
Google Organic/Shopping Google Lens / Pinterest Lens
IMPROVE DISCOVERY
Pinterest Explore/Shop
#SEOfromHome @joelleirvine
PERSONALIZE EXPERIENCES
Google compare Google CollectionsPinterest More to Shop
#SEOfromHome @joelleirvine
Image source: Aritzia & Pinterest
Improve Discovery
Simplify Path to Purchase
Personalize experience
Reduce Friction
REDUCE FRICTION
#SEOfromHome @joelleirvine
CONSUMER
INSIGHTS
- for personalized experiences -
MARKET SHARE
Source: gs.statcounter.com/ & moz.com/mozcast
Google SERP Features Graph
May 1 – 31, 2020
*
*
*
*
*
*
*
*
*
*
*
*
Google 92%
Apr. 2019 – May 2020
#SEOfromHome @joelleirvine
MAY 4TH CORE UPDATE
*
*
#SEOfromHome @joelleirvine
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
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
TITLE
TITLE,
TITLE.
Image Source: xxxx
BACK TO THE FUTURE
Source: Pinterest Internal Data, Global, Feb. 1 – May 3, 2020 #SEOfromHome @joelleirvine
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
THE OPPORTUNITY
FOR BRANDS
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
TITLE
TITLE,
TITLE.
Image Source: xxxx
🙌
Image source: Pinterest
VISUAL SEARCH
#SEOfromHome @joelleirvine
TITLE
TITLE,
TITLE.
Image Source: xxxx
SHAZAM FOR IMAGES!
#SEOfromHome @joelleirvine
AUGMENTED REALITY
#SEOfromHome @joelleirvineSource: arvr.google.com
Google ARCore Partnerships
LEVERAGE EXISTING
PLATFORMS & PARTNERSHIPS
Levi’s & Pinterest New York Times & Google
#SEOfromHome @joelleirvine
Burberry AR Shopping Tool using Google Search Tech
PRODUCT AR IN GOOGLE SEARCH
Source: Burberry #SEOfromHome @joelleirvine
ONLINE EXPERIENCE IN-STORE
#SEOfromHome @joelleirvineImage source: virtualstore.dior.com
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
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
INCREASE
REVENUE
By 2021, eCommerce brands
with voice and visual search
optimization will increase
profits by up to 30%.
- Gartner
#SEOfromHome @joelleirvine
WHAT’S
NEW?
FREE GOOGLE SHOPPING LISTINGS
#SEOfromHome @joelleirvine
Copy to computer
NEW GOOGLE LENS FEATURES
Explore new concepts Learn to pronounce from print
#SEOfromHome @joelleirvine
TITLE
TITLE,
TITLE.
Image Source: xxxx
Image source: Pinterest
PINTEREST TRY ON
#SEOfromHome @joelleirvine
TITLE
TITLE,
TITLE.
Image Source: xxxx
Image source: Shopify
PINTEREST & SHOPIFY
#SEOfromHome @joelleirvine
Image source: Pinterest
NEW WAYS TO SHOP ON PINTEREST
Shop Style GuideShop similar from Pin
#SEOfromHome @joelleirvine
Image source: Pinterest
SHOPPING SPOTLIGHTS BY PINTEREST
#SEOfromHome @joelleirvine
TITLE
TITLE,
TITLE.
Image Source: xxxx
Image source: Pinterest
PINTEREST CREATORS
#SEOfromHome @joelleirvine
TITLE
TITLE,
TITLE.
Image Source: xxxx
Image source: Pinterest
PINTEREST LENS
#SEOfromHome @joelleirvine
HOW TO
OPTIMIZE
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?
TITLE
TITLE,
TITLE.
Image Source: xxxx
GET
VERIFIED
GOOGLE VERIFICATION
Source: support.google.com #SEOfromHome @joelleirvine
GOOGLE VERIFICATION
Source: support.google.com #SEOfromHome @joelleirvine
NO KNOWLEDGE PANEL?
Image source: Instagram Business #SEOfromHome @joelleirvine
VERIFIED MERCHANTS
ON PINTEREST
Image source: Pinterest #SEOfromHome @joelleirvine
TITLE
TITLE,
TITLE.
Image Source: xxxx
OPTIMIZE
IMAGE & PRODUCT DATA
MISSED
OPPORTUNITIES
Different brand Image & data mismatch Kids product results
#SEOfromHome @joelleirvine
& 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
#SEOfromHome @joelleirvine
AUDIT PERFORMANCE & SPEED
Test My Site Page Speed Insights Mobile Friendly Test Lighthouse Extension
•
•
•
#SEOfromHome @joelleirvine
Test My Site ROI Evaluation Tool
EVALUATE POTENTIAL ROI
SPEED &
PERFORMANCE
• Compress your images
• Enable caching & compression
• Use a Content Delivery Network (CDN)
#SEOfromHome @joelleirvine
STANDARD IMAGE
OPTIMIZATION
Image Search Visual Search
• File names
• Keywords
• Alt text
• Title tags
• Meta descriptions
• Captions
• URLs
#SEOfromHome @joelleirvine
…AT SCALE
Vision AI – Google Cloud
#SEOfromHome @joelleirvine
Python to generate text from images
IMAGE SITEMAPPING
Example sitemap entry Image tag definitions
Image source: Google Webmasters #SEOfromHome @joelleirvine
PRODUCT DATA
#SEOfromHome @joelleirvine
SYNC DATA WITH
PLATFORMS
Google Shopping Pinterest CataloguesGoogle Product Images
#SEOfromHome @joelleirvine
STRUCTURED DATA
Consider what’s important:
1. Product
2. Offer
3. Image Gallery
4. Person
#SEOfromHome @joelleirvine
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
TITLE
TITLE,
TITLE.
Image Source: xxxx
VISUAL
CONTENT STRATEGY
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
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
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
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
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
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
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
TITLE
TITLE,
TITLE.
Image Source: xxxx
TRACK
TOPICS & TRENDS
RISING RETAIL CATEGORIES
https://www.thinkwithgoogle.com/marketing-resources/search-insights-
category-trends-and-opportunities/
https://trends.google.com/trends/
#SEOfromHome @joelleirvine
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
THE
RECAP
Image source: Aritzia & Pinterest
THE SHOPPER JOURNEY
Improve Discovery
Simplify Path to Purchase
Personalize experience
Reduce Friction
#SEOfromHome @joelleirvine
THANK YOU
Joelle Irvine
Executive Growth Marketer
joelleirvine.com | @joelleirvine | LinkedIn | Instagram
Sign up to my newsletter!

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