The Future of Visual Search by Gianluca Fiorelli for Brighton SEO

Gianluca Fiorelli
@gfiorelli1
ILoveSEO.net
The Future of
Visual Search
http://www.slideshare.net/gfiorelli1

Grey
Zone
@gfiorelli1 #brightonseo

Image Search
Barely used old best practices
#1 Descriptive Image File
Name

Image Search
Name
#2 Alt Tags

Image Search
Name
#2 Alt Tags
#3 Image Caption

Image Search
Name
#2 Alt Tags
#3 Image Caption
#4 Image Description

Image Search
Name
#2 Alt Tags
#3 Image Caption
#4 Image Description
#5 Images XML Sitemap

Image Search
#6
Contextual information
surrounding the image

#6
Contextual information
surrounding the image

Image Search
”New” best practice
#7
Structured Data

Google requires to tag images for:
Products
#7
Structured Data

Products
Recipes
#7
Structured Data

Products
Recipes
Carrousels
#7
Structured Data

Products
Recipes
Carrousels
Articles (AMP)
#7
Structured Data

Products
Recipes
Carrousels
Articles (AMP)
Logo
#7
Structured Data

Products
Recipes
Carrousels
Articles (AMP)
Logo
Restaurants (Local
#7
Structured Data

Products
Recipes
Carrousels
Articles (AMP)
Logo
Restaurants (Local
Videos
#7
Structured Data

https://developers.google.com/search/docs/guides/search-features
#7
Structured Data

Improve
Meaning
Contextual information &
Structured Data

Skywalker
Family
Experiments Videogame Movie Character Colors Users Jedi Colors (2)
@gfiorelli1 #theinbounder
MEANING > QUERY CONTEXT > VISIBILITY

Experiments Movie Colors JediCustomized
@gfiorelli1 #theinbounder
MEANING > QUERY CONTEXT > VISIBILITY
New Chrome 69 layout
Colors

(which is great for KW/Topic Research)
Lightsaber
luke skywalker
anakin skywalker
real life
galen marek
star wars
a new hope
kylo ren
green
blue
red
jedi knight
sith
obi wan kenobi
mace windu
qui gon jinn
black
purple
yellow
white
colored
pink
gold
---
UP TO 107
SUGGESTED TAGS
jedi knight
star wars
anakin skywalker
obi wan kenobi
mace windu
a new hope
the force awakens
luke skywalker's
force fx
purple
green
black
white
light blue
grey
black series
second
return the jedi
old
esb
lightsaber hilt
last jedi
building lightsaber
graflex
replica
…
UP TO 74
SUGGESTED TAGS
wars jedi
anakin skywalker
qui gon
force fx
star wars
gon jinn
unleashed
last jedi
wallpaper

Google sees it so with
Cloud Vision
https://cloud.google.com/vision/

Let’s talk a little
science
in a simple way

TargetDistractors Pop-Up Effect

Worst the quality,
Worst the image recognition
algorithms work
Not so perfect yet

Image Recognition
can produce some
very embarrassing
mistakes
Not so perfect yet

But it’s improving very fast

Not just in terms of better
Image Search

Also better monetization
SIMILAR ITEMS
(thanks to the synergy of
structured data and
Image Recognition)

Also better monetization
STYLE IDEAS
(thanks to the synergy of
structured data and
Image Recognition)

And future Google Lens
monetization
Lens is now integrated to
Images Search so to offer
the possibility of doing
objects’ search inside an
image

ARCore (Google/Android)
The opportunities are almost infinite

The opportunities are almost infinite
ARKit (Apple/iOS)

If Image
Recognition did
start playing a
bigger role in
Image Search,
how can we
optimize for it?

Image Recognition Optimization Checklist
üClassic Image SEO is still (hugely) relevant

üHaving your images used and credited (aka: LINKS)

üHaving your images used and credited (aka: links)
üHigh Quality Images/Photos

üUse good image compression software for WPO
• Optimizilla
• JPEGmini
• Kraken.io
• TinyPNG

Remember!
Quality is not enemy of Speed
READ THE IMAGE
OPTIMIZATION GUIDE
BY KRISTINE SCHACHINGER
https://itseo.org/IMGOPTIM

• Optimizilla
• JPEGmini
• Kraken.io
• TinyPNG
ü Respect of 16:9 – 4:3 ratio for optimal cropping

• Optimizilla
• JPEGmini
• Kraken.io
• TinyPNG
ü Respect 16:9 – 4:3 ratio for optimal cropping
ü Pay attention to details

AND DO NOT USE STOCK PHOTOS!

Image Recognition is key in Bing
Visual Search
The Bing Visual
Search
experience is
embedded in its
Images Search

If a shopping intent is
detected, then Bing will
present also Related Products
users can click to buy
Image Recognition is key in Bing
Visual Search

How Does Bing Visual Search Work
Bing is building an Image
Knowledge Graph with these
elements:
Best Representative Query
(BRQ), Captions, Related
Collections, Shopping Sources
and More Sizes

Key here is the Text Query Inference.
The more our content & its images are responding
to a bigger set of queries, the better
How Does Bing Visual Search Work

Bing Visual Search… and its API
https://itseo.org/img-bing-api (new releases previewed in the future)

Pinterest Lens
Happily offering visual search
since 2015

Pinterest Lens – How does it work?

This is the real difference with respect
others Visual Search Engines
Pinterest Lens – How does it work?

Pinterest - What many of you are
thinking now
Gianluca,
NOBODY USES PINTEREST
(#Instagram #Instagram #Instagram
#Instagram #Instagram #Instagram
#Instagram #Instagram)

• 200 Millions Active Users
• 50+ billions pins
• 1+ Billions Pinterest Boards
• 2+ Millions Shopping Pins saved daily
• Millennials [I know] uses Pinterest as much as Instagram
• 800+ Million Lens executed per month
• 93% of active pinners said they use Pinterest to plan for
purchases and 87% said they’ve purchased something
because of Pinterest

Pinterest - What many of you are still
thinking
Gianluca,
NOBODY USES PINTEREST IN [COUNTRY]

But everybody use Google
Still hugely visible despite being hit last Spring

Pinterest Lens – What can we do?
SEO for Pinterest #FTW

Organize your Boards with a consistent taxonomy.
Think of Pinterest as
a Visual translation of your website, where Boards are Topical Hubs

When planning the architecture of your boards, do not
forget to examine how Pinterest tags your main topics
(always from head to long tail)

And to see what the Pinterest Suggests suggest
(always from head to long tail)

Edit your board description using both
natural language and well-executed
microcopy.
Choose the correct category
The board titles can be 100 characters
long, but only 26 are fully readable

Vertical pictures
performs better
than Landscape.
Ideal width:
735 PX
Then:
Descriptive image
file name
Remember to link to your
website if you manually
upload the photo/image
500 characters can be used in photo descriptions,
but 150/160 long ones perform better

https://developers.pinterest.com/docs/ri
ch-pins/
As easy as:
ü Having Structured Data
implemented on your website
ü Validating only 1 URL
with Pinterest
Valid Structured Data:
Schema.org
Open Graph

Keep in mind how the Pinterest
Image Recognition algorithm work
More here: http://www.seerinteractive.com/labs/pinterest-guide/

PLEASE!
STOP THINKING
VISUAL SEARCH
IS ONLY FOR
FASHION
Visual Search as a product

Images Bank
Optimisation
(and monetization)

Gianluca,
NOBODY USES PINTEREST

Reverse Engineering
Recipes

Bricks and
Mortars

¿¿WTF??

Real State

MOVE!
Because you
are already
late!

CREATE YOUR OWN WEBAPP
Google Cloud Vision API
Bing Image Search API
Slyce SDK (slyce.it)
Cloudsight.ai
Clarifai

AND REMEMBER
WHAT HANNIBAL
LECTER TAUGHT TO
CLARICE

#theinbounder
“We begin by coveting what
we see every day. […]
And don't your eyes seek out
the things you want?”

Gianluca Fiorelli
@gfiorelli1
ILoveSEO.net
THANK YOU!
http://www.slideshare.net/gfiorelli1

The Future of Visual Search by Gianluca Fiorelli for Brighton SEO

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The Future of Visual Search by Gianluca Fiorelli for Brighton SEO