Google looks a lot more colourful these days. In fact, it is starting to look a lot like Pinterest. How does this affect our search journeys? And what does that mean for the SEO industry? Let's take a look.

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➞ The bigger picture today
➞ What does that mean for searchers?
➞ What does that mean for SEO?
➞ A quick summary

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Google Arts and Culture HQ, Paris

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https://medium.com/@clarkboyd/visual-search-trends-statistics-tips-and-uses-in-everyday-life-d20084dc4b0a
90%
Why is Google going visual?

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Pinterest or Google?

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+ Knows I’m a dude.
+ Lots of shoppable images.
Category labels not tailored to
my profile.

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+ Trend-based categories.
+ Links to high-quality style guides.
+ Lots of YouTube results.
- Results are not personalized.

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So, how does that affect the
searcher’s journey?

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Intent state Input Output
Open to ideas
Looking for a specific style
Looking for a type of product “White sneakers”
Ready to buy “Adidas originals white”

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How does that change
the role of an SEO?

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alt="Sleeveless Hoodie"
➞ Use keyword in anchor text
➞ Reduce image file size, etc.
What’s this image about?

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https://cloud.google.com/vision
We can use computer vision
technology to see how a machine
interprets our images.

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We need to combine a broad vision
with fine detail. But how?

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Machines: Highly Sensitive
+ Can identify significant patterns in lots of
data and provide a list of options.
- Not so good with common sense and basic
judgement.
- Can’t tell a muffin from a puffin without our
help.

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People: Highly Specific
+ Excellent at applying judgement to limited
options.
+ Great at defining a visual brand identity.
- Terrible with lots of data.
- Awful under pressure.

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● Identify a list of potential opportunities
● Monitor for anomalies and new trends
● Analyze image content
● Add labels and categorize images
● Make choices from machine-generated lists
● Select target keyword categories
● Create the content
● Add feedback to machine output

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Search engines already operate based
on this man-machine partnership. There
would be no need for a SERP if they
could judge precisely what we want.
I think you want one of
these. Please choose.

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Technology can highlight the broader trends

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We can pinpoint the opportunities we want to target

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What content should you create?

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Let’s pick a tricky one: Business insurance

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Intent state Input Output Content
Open to ideas
“Do I need insurance for my
business?”
● Podcast imagery
● Videos
● Charts
In the market “Business insurance quote” ● Step-by-step guide
Looking for a specific type of product “Legal expenses insurance”
● Product page imagery
● Credentials (We know
your industry)
Ready to buy ““[brand name]”
● Brand logo
● TV ads (video)

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In summary:
Image optimization today

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➞ Images can allow SEO to take a more central role in the key function of
marketing: encouraging our audience to take actions.
➞ Image organisation is crucial. Tag trends, product categories, and
styles.
➞ Incorporate images into the page template for keyword categories that
trigger image results.
➞ Use technology to understand how a computer “sees” your images.
➞