Tips on visual search optimization often say you should update pics with alt text, schema, and file names to rank-which is helpful but leaves out one key component:
The User.
In the search what you see age, user pics are search terms. So what does that mean for SEO?
The User.
In the search what you see age, user pics are search terms. So what does that mean for SEO?
Here's a touristy photo of me & a friend on vacation a few years ago. We're posing next to a landmark on a cloudy day somewhere in Berlin.
Over time, I've forgotten the exact name of the place, but with visual search I can find out the name & more by searching the photo.
Over time, I've forgotten the exact name of the place, but with visual search I can find out the name & more by searching the photo.
Let's start on Google Lens on mobile. Here it finds 3 searchable points in the pic. The emphasis in the photo is us, so first 2 links are for shopping content that's similar to our clothing. On the third link Google offers info on the location, Brandenburg Gate.
On Google desktop search, I drag & drop the same photo into the search bar and get the location straight away.
Here there is a single result that is general and informative. With links to the knowledge panel and other content about the location so I can do more research.
Here there is a single result that is general and informative. With links to the knowledge panel and other content about the location so I can do more research.
There is, rightfully, a lot of talk about Google Lens and how it is allowing users to access content via Visual Search.
But what about other search-what-you-see tools? Do they give more or different info?
But what about other search-what-you-see tools? Do they give more or different info?
Via @bing's VS, they identify Brandenburg Gate straight away but also the encompassing Pariser Platz. They also notice the bike ๐ฒ in the background to suggest ads in case I want to ride around the square.
And with @pinterest we see the impact of VS combined with skin tone analysis. So they ID the location AND include pics of folks with my complexion in similar places, suggesting an inclusive destination. A hot topic at Google I/O, Pinterest's Inclusive VS work goes back to 2018.
With the @Amazon app VS, we get a transactional result that is the most similar to the initial results from Google Lens. Meaning that auditing content here could help you optimize for Google Lens shopping adds, but not for my next vacation.
Each tool uses a different criteria but so far my UGC pic extracted a few searchable entities:
Brandenburg Gate
Pariser Platz
2 coats
1 bicycle
In Visual Search, Users search the photos *they* take.
And SEOs must think like users to get in front of users.
Brandenburg Gate
Pariser Platz
2 coats
1 bicycle
In Visual Search, Users search the photos *they* take.
And SEOs must think like users to get in front of users.
So if you're a bike shop near Brandenburg Gate, think like a user.
Have a snap of your shop on your website, but also add a user-style photo of a bike *in* the square to match likely photo searches users (with FOMO) may take.
Have a snap of your shop on your website, but also add a user-style photo of a bike *in* the square to match likely photo searches users (with FOMO) may take.
How do you get the user perspective? Get involved ๐
Tap into established UGC image search tools from Pinterest.
Study collections of UGC on GBP, Trip Advisor, FB, & IG to ensure your site photos reflect popular searches.
Engage with users to tag and share photos they love.
Tap into established UGC image search tools from Pinterest.
Study collections of UGC on GBP, Trip Advisor, FB, & IG to ensure your site photos reflect popular searches.
Engage with users to tag and share photos they love.
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