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.
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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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
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
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
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
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