Gianluca fiorelli Search Marketing Connect - Visual Search 2020

Visual Search
Practical guide to the next
Google revolutione
Gianluca Fiorelli
ILoveSEO.net
@gfiorelli1

“People have always been
visual; our brains are wired for
images. Writing was a hack, a
detour. Pictorial languages are
how we all started to
communicate; we are coming
full circle”
Kevin Systrom (Instagram Co-Founder)

“In the English language
there’s something like 180,000
words, and we only use 3,000 to
5,000 of them. If you’re trying to do
voice recognition, there’s a really
small set of things you actually need
to be able to recognize […] So the
problem of search in vision is just
vastly larger than what we’ve seen
with text or even with voice.”
Clay Bavor (VP, Virtual & Augmented Reality at
Google)

The Italian language has about
270K words, but only 47K
make up the common lexicon.
However, the words we use
are only 6,500:
1. 2K of fundamental
vocabulary;
2. 2.5K of vocabulary of high
use;
3. 1.9K of high-availability
vocabulary

Visual Search is perfect for shoppers who face two
common dilemmas:
1. I don’t know what I want, but I’ll know it when I see it
2. I know what I want, but I don’t know what it’s called

3 «statistical» slides
(And with them the “inspirational intro
closes)

Note: here we talk about
those who have done
reverse image search by
photographing an object
and then uploading the
photo to Google or an
application ... in other
words, showrooming.
https://www.emarketer.com/content/how-do-
smart-speakers-stack-up-against-visual-based-
retail-technology

https://www.retail-insight-network.com/comment/rise-of-visual-search-2019/

https://www.emarketer.com/content/visual-
search-2018

Who is investing on
Visual Search?

Big brands, and not
only fashion ones

Because visual research creates a new
space for research based on visual
associations

Because it can lead to conversion with
just one click from the image to the cart,
eliminating passages that can, instead,
cause the conversion to be lost

If you think of Visual Search
as a product ...
Google Cloud Vision IBM Watson Image Recognition Amazon Rekognition
Snap Tech Visual Search for
Oracle Commerce Cloud
Einstein Vision Amazon Web Services DeepLens
Bing Visual Search API Clarifai
Amazon Web Services visual
search code
Syte Nyris
Perficient Digital Smart Images
Evaluator

Who is investing on
Visual Search? (2)

Search engines,
Marketplaces e Visual
Social Networks

Images
Search
Visual
Search
The Present

Conversational
Search
Visual Search
Images Search
The Future

Tags (Related Entities)
Organic
Shopping (paid)

Tags
They have a behavior similar to PAA and PAS.
If we click on a tag and then go back with the
back button of the browser, new tags will
appear in the queue and related to the tag
opened and closed previously.

Organic Shopping
(desktop)
Search: Warhammer 4K miniatures
Link alla pagina
Title tag
Relevant text taken from the
product description
Structured Data (Product)

Organic Shopping
(Mobile)
If we have labeled our product
pages with schema.org/Product,
then Google will show the product
label in the image, plus other
information if available ("in stock")

Organic Shopping
(Mobile)
On mobile, then, Google allows us
to create collections, to be able to
search, save and then recover all
the products (or photos), which we
want to investigate more quietly.

Organic Shopping
(Mobile)
We can reach our collections easily,
because Google will show us an
icon at the bottom right of our
screen when we are in Google
Images mobile.

Organic Shopping
(Mobile)
Both from Google Images and from
our collection, the extensive search
result is the same as seen on the
desktop, only it's full screen.
Google Images is designed
especially for mobile searches.

New Images Box
From the end of
October, Google
changed the box
Images in Universal
Search (23% of the
queries according to
Mozcast).

How to individuate opportunities?

What are your
keyword?
Go to you Project > Position Tracking
Filter to show only SERPs with Images Box
And…

What are your
keyword?
Individuate all SERPs
that have the Image Box
AND AdWords and/or
Google Shopping. These
are keywords where
organic visual shopping
has huge possibilities of
success

However ‘’images’’ is not just
Google Images

Rich Results - Image
• News AMP (required)

• News non AMP (recommended)

• Evento (recommended)

• Event (recommended)
• How To (recommended)

• How To (required)
• Live Streaming (required)

• Local Business / Restaurants
(required)

(required)
• Logo (required)

• News non AMP (consigliato)
• Event (consigliato)
• How To (consigliato)
(required)
• Logo (required)
• Film (required)

(required)
• Logo (required)
• Film (required)
• Product (required)

• News non AMP (recommneded)
• Local Business / Ristoranti
(required)
• Logo (required)
• Film (required)
• Recipe (required)

(required)
• Logo (required)
• Film (required)
• Recipe (required)
• Video (required)

For News AMP.
For News non AMP, 300.000 pixel
For Thumbnail Video e
Live Streaming, Recipe, Product,
Restaurants
For Logo For Film
The devil is the details!

‘’Images‘’ in Universal Search
are not just Rich Results

Images Search SEO
• Descriptive Images Files Names

• Alt Text (most relevant ’’Factor’’, also for
usability)
Images Search SEO

usability)
• Caption
Images Search SEO

usability)
• Caption
• Image Description (recommended for Images
Galleries)
Images Search SEO

usability)
• Caption
Galleries)
• Images XML Sitemaps (required)
Images Search SEO

usability)
• Caption
Galleries)
• Images XML Sitemaps (required)
• The content surrounding the images must be
consistent with the image itself
Images Search SEO

Conversational
Search
Visual Search
Images Search
Remember?

With
Google
Lens we
can frame
a product
and search
for it on
Google.

We can select a
text, and use it
as a query in
Google Search.

Possiamo selezionare
un testo, e tradurlo.
Lens ha ancora
problemi con i caratteri
non standard.

We can
frame a
product,
and look for
similar
products
and go
shopping
online or
offline.

We can look
for
inspiration,
and
investigate
products
that capture
our
attention.

We can look
for
inspiration,
and
investigate
products
that catch
our attention
and buy
them on the
merchant's
site

Visual Search SEO
• What said before for Images Search SEO

Visual Search SEO
• Structured Data, respecting ALL the indications
(ratio, width…)

Visual Search SEO
(ratio, width…)
• High Quality Images

Visual Search SEO
(ratio, width…)
• Optimize images for PageSpeed

Visual Search SEO
Optimize images for PageSpeed
• Choose the right format depending on the nature
of the image
• Compress images without loosing their quality
https://itseo.org/IMGOPTIM

Visual Search SEO
(ratio, width…)
• Avoid mess. The main object of the image must
be evident

Visual Search SEO
(ratio, width…)
• Avoid mess. The main object of the image must
be evident
• If stock photos are used, modify them to make
them unique

Visual Search SEO
• Republish all your images’ portfolio in Visual
Social Networks (i.e.: Pinterest)

Visual Search SEO
• Republish all your images’ portfolio in Visual
Social Networks (i.e.: Pinterest)
• Remember that internal & external links have a
value also for Images and Visual Search

Visual Search SEO
The more pages use your image, the better it is tagged with related
entities, hence more visible in Images Search

We begin by coveting what
we see every day […]
And don’t your eyes seek
out the things you want?
(Hannibal Lecter)

Visual Search
Piccola guida pratica alla prossima
rivoluzione di Google
Gianluca Fiorelli
ILoveSEO.net
@gfiorelli1

Gianluca fiorelli Search Marketing Connect - Visual Search 2020

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