As brands look for effective ways to adapt their online strategies, search engines and platforms are continuously introducing new features to improve discovery and user experience. Where does visual search fit into this ever-evolving ecosystem? Using examples from Google and Pinterest, Joelle will show how image optimization and tech integrations can improve the overall consumer experience from discovery and evaluation to checkout and beyond. She will also share actionable tactics to implement visual search strategies so that your shoppers can find that perfect style they just can’t put into words. Presented at eCommerce SEO Summit hosted by brightonSEO & SEMrush. View replay here: https://bit.ly/2Von5Qp Sign up to Joelle's newsletter: https://joelleirvine.com/newsletter-sign-up/

1. Joelle Irvine
Executive Growth Marketer
@joelleirvine | joelleirvine.com
Glow up:
Visual Search Optimization
For the New Online Shopper
June 26, 2020

2. 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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#brightonSEO @joelleirvine

3. IMAGE vs.
VISUAL
SEARCH
Enter text queries and
search engine returns
image results.
Provide an image and
search engine returns
similar image results.
Image Search Visual Search
#brightonSEO @joelleirvine

4. TITLE
TITLE,
TITLE.
Image Source: xxxx
SHAZAM FOR IMAGES!
#brightonSEO @joelleirvine

5. IN THE
MARKET
FOR…
Image Source: allmodern.com #brightonSEO @joelleirvine

6. FIRST INSTINCT,
GOOGLE IT!
#brightonSEO @joelleirvine

7. “Basket planter”
SEARCH #1
#brightonSEO @joelleirvine

8. GOOGLE SAYS
#brightonSEO @joelleirvine

9. SEARCH #2
“Basket planter with grey
bottom”
#brightonSEO @joelleirvine

10. GOOGLE SAYS
#brightonSEO @joelleirvine

11. GOOGLE SHOPPING
#brightonSEO @joelleirvine

12. GOOGLE IMAGES
#brightonSEO @joelleirvine

13. TITLE
TITLE,
TITLE.
Image Source: xxxx
🙌
Image source: Google & Pinterest
VISUAL SEARCH
Google Lens Pinterest Lens
#brightonSEO @joelleirvine

14. Image source: Google and Pinterest
GOOGLE & PINTEREST
#brightonSEO @joelleirvine

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

16. DATA &
INSIGHTS

17. USER EXPECTATIONS
Source: ViSenze, Nov. 2019 #brightonSEO @joelleirvine

18. GOOGLE VISUALS IN SEARCH
Source: gs.statcounter.com/ & moz.com/mozcast
Google SERP Features Graph
May 20 – June 19, 2020
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Google 92%
Apr. 2019 – May 2020
28%
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#brightonSEO @joelleirvine

19. MAY 4TH CORE UPDATE
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#brightonSEO @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 million monthly active users!
#brightonSEO @joelleirvine

21. PINTEREST LENS
Source: Pinterest Business
Objects can be identified by
Pinterest Lens.
2.5b More visual searches from
the Pinterest camera than
last year.
3x
#brightonSEO @joelleirvine

22. THE OPPORTUNITY
FOR BRANDS

23. 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. #brightonSEO @joelleirvine

24. 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. #brightonSEO @joelleirvine

25. Google Organic/Shopping Google Lens / Pinterest Lens
IMPROVE DISCOVERY
Pinterest Explore/Shop
#brightonSEO @joelleirvine

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

27. LEVERAGE EXISTING
PLATFORMS & PARTNERSHIPS
Levi’s & Pinterest
Image source: Levi’s #brightonSEO @joelleirvine

28. TITLE
TITLE,
TITLE.
Image Source: xxxx
THE UPSELL
Source: Serena & Lily on Pinterest
Style Guide Coastal style lamp Accompanying products
#brightonSEO @joelleirvine

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

30. WHAT’S
NEW?

31. FREE GOOGLE SHOPPING LISTINGS
#brightonSEO @joelleirvine

32. Copy to computer
NEW GOOGLE LENS FEATURES
Explore new concepts Learn to pronounce from print
Image source: Google #brightonSEO @joelleirvine

33. NEW KEEN APP
Image source: Google #brightonSEO @joelleirvine

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

35. TITLE
TITLE,
TITLE.
Image Source: xxxx
Image source: Pinterest & Burberry
AUGMENTED REALITY
Burberry product AR in Google SearchPinterest Try On
#brightonSEO @joelleirvine

36. TITLE
TITLE,
TITLE.
Image Source: xxxx
Image source: Pinterest
PINTEREST LENS
#brightonSEO @joelleirvine

37. HOW TO
OPTIMIZE

38. TITLE
TITLE,
TITLE.
Image Source: xxxx
1. Verification
2. Optimize Image & Product Data
3. Beyond the Technical
4. Track Topic, Trends & Tech
HOW DO WE OPTIMIZE?
#brightonSEO @joelleirvine

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

40. GOOGLE LENS
Icons: Leo & The Icon Z from the Noun Project
INPUT
KEYWORDS
LABELS
GOOGLE’S
KNOWLEDGE
GRAPH
OUTPUT
#brightonSEO @joelleirvine

41. GOOGLE VERIFICATION
Source: support.google.com #brightonSEO @joelleirvine

42. VERIFIED MERCHANTS
ON PINTEREST
Image source: Pinterest #brightonSEO @joelleirvine

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

44. VISUAL SEARCH
ISN’T PERFECT
Image & data
mis-match
Display items that
are out of stock
Can’t identify the
product
#brightonSEO @joelleirvine

45. SPEED &
PERFORMANCE COMPRESS
IMAGES
ENABLE
CACHING &
COMPRESSION
USE A CDN
#brightonSEO @joelleirvine

46. SPEED &
PERFORMANCE COMPRESS
IMAGES
ENABLE
CACHING &
COMPRESSION
USE A CDN
#brightonSEO @joelleirvine

47. SPEED &
PERFORMANCE COMPRESS
IMAGES
ENABLE
CACHING &
COMPRESSION
USE A CDN
#brightonSEO @joelleirvine

48. STANDARD IMAGE
OPTIMIZATION
Image Search Visual Search
• File names
• Keywords
• Alt text
• Title tags
• Meta descriptions
• Captions
• URLs
Image source: Google & Pinterest #brightonSEO @joelleirvine

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

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

51. PRODUCT DATA
#brightonSEO @joelleirvine

52. SYNC DATA WITH
PLATFORMS
Google Shopping Pinterest CataloguesGoogle Product Images
Image source: Google, Pinterest & Warby Parker #brightonSEO @joelleirvine

53. STRUCTURED DATA
Consider what’s important:
1. Product
2. Offer
3. Image Gallery
4. Person
Image source: Wayfair & eBay #brightonSEO @joelleirvine

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

55. TITLE
TITLE,
TITLE.
Image Source: xxxx
BEYOND
THE TECHNICAL

56. 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: Frank And Oak #brightonSEO @joelleirvine

57. 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 #brightonSEO @joelleirvine

58. 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
#brightonSEO @joelleirvine

59. 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: Frank And Oak #brightonSEO @joelleirvine

60. 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!
#brightonSEO @joelleirvine

61. 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: Frank And Oak #brightonSEO @joelleirvine

62. 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!
#brightonSEO @joelleirvine

63. EDUCATE YOUR AUDIENCE
#brightonSEO @joelleirvine

64. TITLE
TITLE,
TITLE.
Image Source: xxxx
TRACK
TOPICS, TRENDS & TECH!
- the three Ts -

65. RISING RETAIL CATEGORIES
#brightonSEO @joelleirvine

66. PINTEREST RESOURCES
#brightonSEO @joelleirvine

67. TECH RESOURCES
#brightonSEO @joelleirvine

68. WHAT’S
NEXT?

69. PINTEREST ‘COMPLETE THE LOOK’
#brightonSEO @joelleirvine

70. TITLE
TITLE,
TITLE.
Image Source: xxxx
Image source: Facebook AI
THE RACE IS ON!
WIP: Facebook’s AI upcoming Style Assistant
#brightonSEO @joelleirvine

71. TITLE
TITLE,
TITLE.
Image Source: xxxx
Image source: Clueless Giphy
CHER CALLED…
#brightonSEO @joelleirvine

72. TITLE
TITLE,
TITLE.
Image Source: xxxx
Image sources: Facebook, Warby Parker, Econsultancy
VIDEO, AR & CHATBOTS, OH MY!
ASOS Enki ChatbotInstagram Live + Products Warby Parker Virtual Try-on
#brightonSEO @joelleirvine

73. THE
RECAP

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

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