Crystal Carter discusses visual search optimization tactics. She explains that visual search allows image queries to return relevant content, unlike traditional image search where text queries return images. She provides tips for optimizing images with standard SEO practices like alt text and file names, ensuring text is readable, and including relevant entities. Carter also discusses optimizing real-world assets by maintaining consistent branding, encouraging relevant user-generated content through sponsorships and merchant listings, and connecting with local guides.

1. Visual Search
Tactics and Tools
Crystal Carter
Head of SEO Communications at Wix.com
#MozCon

2. What’s the deal with visual search?
Visual Search Tactics and Techniques #MozCon
How do you optimize images?
How do you optimize real life?
@crystalontheweb

3. What’s the
deal with
visual search?
Visual Search Tactics and Techniques #MozCon
@crystalontheweb

4. @crystalontheweb

5. @crystalontheweb

6. @crystalontheweb
@crystalontheweb

7. Visual search makes
the camera a
primary tool for…
Visual Search Tactics and Techniques #MozCon
@crystalontheweb

8. understanding
the
world
Visual Search Tactics and Techniques #MozCon
@crystalontheweb

16. 8 Billion
Monthly searches
Visual Search Tactics and Techniques #MozCon
@crystalontheweb

17. ● Translate
● Read written text
● Homework
● Shopping
● Landmarks
● Dining
Visual Search Tactics and Techniques #MozCon
@crystalontheweb

20. How do you
optimize your
images?
Visual Search Tactics and Techniques #MozCon
@crystalontheweb

21. Lay the
groundwork with
image SEO
Visual Search Tactics and Techniques #MozCon
@crystalontheweb

22. Image search SEO
≠
Visual search SEO
Visual Search Tactics and Techniques #MozCon
@crystalontheweb

23. In image search SEO,
text queries return images
Visual Search Tactics and Techniques #MozCon
@crystalontheweb
fruit

24. Visual Search Tactics and Techniques #MozCon
fruit
In visual search SEO,
image queries return content
@crystalontheweb

25. Visual Search Tactics and Techniques
Standard image
optimizations
● Relevant file names
● Modern formats
● Alt text
● Alt tags
● Structured data
Visual Search Tactics and Techniques #MozCon
@crystalontheweb

26. Visual Search Tactics and Techniques
Show text the right
way around
#MozCon
@crystalontheweb

27. Visual Search Tactics and Techniques
#MozCon
@crystalontheweb

28. Visual Search Tactics and Techniques

29. Visual Search Tactics and Techniques

30. Visual Search Tactics and Techniques

31. Visual Search Tactics and Techniques

32. Visual Search Tactics and Techniques
Text direction
Ensure photos are
uploaded with text in the
right direction. Reduce
vertical text in images.
#MozCon
Visual Search Tactics and Techniques
@crystalontheweb

33. Include relevant
entities
Visual Search Tactics and Techniques
#MozCon
@crystalontheweb

34. Visual Search Tactics and Techniques
@crystalontheweb
#MozCon

35. Visual Search Tactics and Techniques
@crystalontheweb
#MozCon

36. Visual Search Tactics and Techniques
Include Relevant
Entities
Visual Search Tactics and Techniques
@crystalontheweb

37. #MozCon
@crystalontheweb
Visual Search Tactics and Techniques

38. Visual Search Tactics and Techniques
Include relevant
entities
Ensure you have relevant
landmarks, objects, and
faces for sentiment in your
images.
Visual Search Tactics and Techniques
#MozCon
@crystalontheweb

39. Optimize images with:
Visual Search Tactics and Techniques #MozCon
Standard Image SEO
Readable text
Relevant entities
@crystalontheweb

40. How do you
optimize
real life?
Visual Search Tactics and Techniques #MozCon
@crystalontheweb

41. Tight & consistent
branding in real life
Visual Search Tactics and Techniques
#MozCon
@crystalontheweb

42. Visual Search Tactics and Techniques
#MozCon
@crystalontheweb

43. Visual Search Tactics and Techniques
#MozCon
@crystalontheweb

44. Visual Search Tactics and Techniques
#MozCon
@crystalontheweb

45. Visual Search Tactics and Techniques
#MozCon
@crystalontheweb

46. Visual Search Tactics and Techniques
#MozCon
@crystalontheweb

47. Tight & consistent
branding in real life
Use the same logos IRL that
you have in your structured
data, knowledge panel,
Google Merchant and GBP.
Visual Search Tactics and Techniques
#MozCon
@crystalontheweb

48. …don’t forget about
uniforms & merch
Visual Search Tactics and Techniques
#MozCon
@crystalontheweb

50. Visual Search Tactics and Techniques
#MozCon
@crystalontheweb

51. SEO for real life
sponsorships
@crystalontheweb
Visual Search Tactics and Techniques
#MozCon

52. Visual Search Tactics and Techniques
@crystalontheweb
Source PR Wire

53. Visual Search Tactics and Techniques
#MozCon
@crystalontheweb

54. Visual Search Tactics and Techniques
#MozCon
@crystalontheweb

55. Visual Search Tactics and Techniques
#MozCon
@crystalontheweb

56. Visual Search Tactics and Techniques
#MozCon
@crystalontheweb

57. Visual Search Tactics and Techniques
SEO your
sponsorships
Be seen on plain
backgrounds with good
lighting. Prioritize
unobscured placements.
Visual Search Tactics and Techniques
#MozCon
@crystalontheweb

58. 100%
that pic
Visual Search Tactics and Techniques
Visual Search Tactics and Techniques
#MozCon
@crystalontheweb

60. Visual Search Tactics and Techniques
Knowledge Graph Search Carl Hendy
#MozCon
@crystalontheweb

61. Visual Search Tactics and Techniques
#MozCon
@crystalontheweb

62. Visual Search Tactics and Techniques
#MozCon

63. But what if you
don’t have
that pic?
Visual Search Tactics and Techniques
Visual Search Tactics and Techniques
#MozCon
@crystalontheweb

64. Make
one.
Visual Search Tactics and Techniques
Visual Search Tactics and Techniques
#MozCon
@crystalontheweb

65. Visual Search Tactics and Techniques
#MozCon
@crystalontheweb

66. Visual Search Tactics and Techniques
#MozCon
@crystalontheweb

67. Have that picture
on your website
Review the knowledge graph
and UGC sources for
candidates & act
accordingly.
Photo: Barry Schwartz
Visual Search Tactics and Techniques
#MozCon
@crystalontheweb

68. Encourage relevant
user generated
content
Visual Search Tactics and Techniques
#MozCon
@crystalontheweb

69. Visual Search Tactics and Techniques
#MozCon
@crystalontheweb

70. Visual Search Tactics and Techniques
#MozCon
@crystalontheweb

71. 🔍 Near Me
Near Me multisearch
will let users compare
their pics to Google
Maps pics to find
places to eat.
Visual Search Tactics and Techniques
#MozCon
+
@crystalontheweb

72. Visual Search Tactics and Techniques
#MozCon
GBP as visual search data set
Photos: Sacred Grounds
@crystalontheweb

73. Visual Search Tactics and Techniques
#MozCon
Entice Local Guides with:
● Add good “Owner” photos
● “Like” top photos
● Reply to users
● Display reviews on website
● Prompt reviews at location
@crystalontheweb

74. Visual Search Tactics and Techniques
#MozCon
@crystalontheweb

75. Visual Search Tactics and Techniques
Encourage visual
UGC
Connect with Local Guides
and encourage visual reviews
across UCG channels.
Visual Search Tactics and Techniques
#MozCon
@crystalontheweb

76. Visual search is
growing rapidly.
The photo is the query.
Visual Search Tactics and Techniques #MozCon
@crystalontheweb

77. Optimize images with:
Visual Search Tactics and Techniques #MozCon
Standard image SEO
Readable text in pics
Relevant entities
@crystalontheweb

78. Optimize IRL with:
Visual Search Tactics and Techniques #MozCon
Creation of UGC photo opps
SEO for IRL sponsorships
UGC content in GBP
Tight & consistent branding
@crystalontheweb

79. Optimize IRL with:
Visual Search Tactics and Techniques #MozCon
Create photo opportunities
SEO your IRL sponsorships
Encourage UGC on GBP

80. #MozCon
Thank You!
Continue the conversation on Twitter at @CrystalontheWeb
Visual Search Tactics and Techniques