Image and Visual Search for Ecommerce

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Gianluca Fiorelli SEO & Digital Marketing Consultant, ILoveSEO.net @gfiorelli1 @[email protected]

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Image and Visual Search for e-commerce by Gianluca Fiorelli

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3 Takeaways 1) Visual Search is the most natural search 2) Images & Visual Search SEO is not only ’’Alt tag’’ optimization 3) The Devil is in the details

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“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)

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Visual Search is perfect for people, who have these common dilemmas :

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Visual Search is perfect for people, who have these common dilemmas : 1. Do not know what they desire, but know it ASAP they see it.

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Visual Search is perfect for people, who have these common dilemmas : 1. Do not know what they desire, but know it ASAP they see it. 2. Do know what they want, but they do not know how it is called.

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“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, Labs and Virtual & Augmented Reality at Google)

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However, SEO for Images & Visual Search tends to be considered a low priority because: 1. “It is time consuming” 2. “Image CTR is ridiculous” 3. “People search images just to steal them” 4. “We have to create 1000000 pieces of content with ChatGPT” 5. …

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Image & Visual Search can help us generating conversions in just one click from the image to the shopping cart eliminating intermediate steps, which could cause the loss of that same conversion.

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Image Search The Past

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Image Search Visual Search Past tence

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Multimodal Search Visual Search Image Search Present times

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IMAGES SEARCH

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IMAGES SEARCH Search Images Tags Organic Images Search Results with or without Product tag Shopping

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IMAGES SEARCH Search bar with Lens Merchant feed with product images carousel Image gallery of products listed in an ecommerce category page

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IMAGES SEARCH Organic Shopping (desktop) Query: Star Wars Legion miniatures Title from Title tag or H1 Structured Data Relevant text taken from the description of the product

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IMAGES SEARCH Organic Shopping (mobile) Query: Star Wars Legion miniatures If we mark up our product pages with Schema.org/Product, then Google presents the product tag and the availability (’’in/out of stock) If the product is available also in Merchant from other merchants, Google will indicate it.

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IMAGES SEARCH Organic Shopping (mobile) Query: Star Wars Legion miniatures If other stores present the same product, Google shows them under the main result. It is therefore essential to offer the greatest possible degree of information to make our Search Snippet so attractive as to ''to make'' users forget to click on the alternatives. The merger between classic research data and Merchant Center is increasingly present.

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IMAGES SEARCH Organic Shopping (mobile) Query: Star Wars Legion miniatures On mobile, then, we can create ‘’Collections’’, which we can recover to retake our Search Journey in a later moment.

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IMAGES SEARCH Organic Shopping (mobile) If we click on any of the images we saved, the Search Snippet is slightly different. In any case, it will occupy all the viewport of the smartphone. TL;DR • Our products images must be able to nudge the click or, at least, the searcher to save them in a Collections. • Images Search especially is a mobile experience.

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How can we individuate Image Search opportunities for our product?

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Keyword Research Project > Position Tracking Filter keywords to see those, which SERPS presents an Image Box and…

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… AdWords, Shopping, and Merchant search features. These are the keywords for which a Visual Shopping behavior is more evident, being their Search Intent clearly transactional. Keyword Research

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Images, however, is not just a synonym for ’’Google Images’’

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Rich Results – Images • Article

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Rich Results – Images • Article • Carousel

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Rich Results – Images • Article • Carousel • Event

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Rich Results – Images • Article • Carousel • Event • How To e HowToSupply / HowToTool

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Rich Results – Images • Article • Carousel • Event • How To e HowToSupply / HowToTool • Image Metadata

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Rich Results – Images • Article • Carousel • Event • How To e HowToSupply / HowToTool • Image Metadata • LocalBusiness (Restaurant)

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Rich Results – Images • Article • Carousel • Event • How To e HowToSupply / HowToTool • Image Metadata • LocalBusiness (Restaurant) • Logo

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Rich Results – Images • Article • Carousel • Event • How To e HowToSupply / HowToTool • Image Metadata • LocalBusiness (Restaurant) • Logo • Movie

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Rich Results – Images • Article • Carousel • Event • How To e HowToSupply / HowToTool • Image Metadata • LocalBusiness (Restaurant) • Logo • Movie • Product

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Rich Results – Images • Article • Carousel • Event • How To e HowToSupply / HowToTool • Image Metadata • LocalBusiness (Restaurant) • Logo • Movie • Product • Recipe (also in HowTo)

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Rich Results – Images • Article • Carousel • Event • How To e HowToSupply / HowToTool • Image Metadata • LocalBusiness (Restaurant) • Logo • Movie • Product • Recipe (also in HowTo) • Video

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Google Discover

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‘’Images’’ in Universal Search is not just a synonym of Rich Result

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Knowledge Graph

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Featured Snippet

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Organic Merchant Feed Images required for each product! Minimum requirements: • Replace any symbols or spaces (i.e.: “&” = %26). • URLs must be indexable. • Submit only 1 value (image_link). Other images can be added using the additional_image_link attribute. • The URL must be stable. • Updated images can take 3 days to be crawled. • Enable automatic image improvements

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Organic Merchant Feed Images required for each product! Minimum size requirements: Non apparel > 100x100 Apparel > 250x250 Resolution > No more than 64 Megapixels Weight > No more than 16 MB Shot type > Display the entire product > If a bundle, all products must be visible (is_bundle) No placeholder More: https://support.google.com/merchants/an swer/6324350?hl=en

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Images Search SEO

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Images Search SEO • Descriptive file names

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Images Search SEO • Descriptive file names • Alt tag (aka alt text)

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Images Search SEO – Alt tags Steps: 1. Crawl your website. 2. Filter your image resource URLs to see all without alt tags defined. 3. Discard all the template images (they are sitewide). 4. Decide the prioritization workflow depending on the relative importance of the content 1. product pages 2. category pages 3. magazine/blog articles What if there are thousands images to optimize? Use AI for captioning the images: LAVIS (Language-VISion) and BLIP2: More information here: https://wordlift.io/blog/en/image- seo-using-ai/ Colab link: https://wor.ai/image-captioning

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Images Search SEO • Descriptive file names • Alt tag (aka alt text) • Caption

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Images Search SEO • Descriptive file names • Alt tag (aka alt text) • Caption • Image Description (Image Galleries)

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Images Search SEO • Descriptive file names • Alt tag (aka alt text) • Caption • Image Description (Image Galleries) • XML Sitemap (required)

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Images Sitemaps Remember: ‘Image URLs must be crawled and indexed’’. Namespace where you define the image tags: xmlns:image="http://www.google.com/schemas/sitemap -image/1.1" Tag: For each URL we can indicate up to 1000 images. The URL of the image. If the images are in a CDN, its domain must be verified in Search Console. You may combine sitemap extensions but, in this case, pay attention to the size the XML sitemap

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Images Search SEO • Descriptive file names • Alt tag (aka alt text) • Caption • Image Description (Image Galleries) • XML Sitemap (required) • Consistence between the image and the text surrounding it

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High Quality Images - Categories First N visible images Images following the first scroll All the other images below the fold • Fetchpriority high • Preload • Loading eager • Fetchpriority high • Loading auto • Fetchpriority low • Loading lazy • Decoding async

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High Quality Images - Carousels Immediately visible elements First 2 elements following the first swipe All the other elements of the carousel • Fetchpriority high • Preload • Loading eager • Fetchpriority auto (high if it is in ‘’Autoplay’’) • Loading auto • Fetchpriority low • Loading lazy • Decoding async Note: do no use composited animations

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High Quality Images – Product pages Immediately visible elements Second element of the carousel All the other elements of the carousel • Fetchpriority high • Preload • Picture scrset • Loading eager • Picture scrset • Fetchpriority high if it is in ‘’Autoplay’’ • Fetchpriority low • Loading lazy • Decoding async

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High Quality Images – Image format Format Transparency Animation Browser PNG YES NO ALL JPG NO NO ALL WebP YES YES ALL MODERN BROWSERS AVIF YES YES NOT ALL (Safari and Firefox have limitations QUESTIONS Are animations needed? Use elements instead of Gifs. Need fine details with highest resolution? Use PNG but remember it is not lossy, hence the weight of the file can be very big. Use WebP and it is lossless, hence more efficient than PNG. Use SVG if image is composed of geometric shapes Reconsider the use of Text in images Are you optimizing photo? JPG is the first choice (both lossy and lossless. Test different quality levels) Lossy WebP or Avif, but weaker on color chroma

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High Quality Images – a checklist • Prefer Vector formats. • Minify SVG assets. • Whenever possible, choose WebP or AVIF formats (see previous slide). • Experiment with optimal quality settings for raster formats. • Remove unnecessary image metadata (i.e.: geo information, camera information…). • Serve scaled images (see: https://web.dev/i18n/en/serve-images-with- correct-dimensions/). • Compress images using image compression software like Imagemin (see: https://web.dev/i18n/en/use-imagemin-to-compress-images/). • Use Images CDN, which normally take care of everything image performance optimization. • If it is possible, automate.

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High Quality Images – What if the base resources are no high quality? You can use Super-Resolution for images, which can enlarge and enhance images using generative AI and Deep Leaning. A good model is ESRGAN (Enhanced Super Resolution Generative Adversarial Network) available in the Tensorflow Hub: https://www.tensorflow.org/lite/examples/super_resolution/ overview https://www.tensorflow.org/hub/tutorials/image_enhancing https://arxiv.org/abs/1809.00219 https://github.com/hiram64/ESRGAN-tensorflow

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Conversational Search Visual Search Image Search Do you remember this?

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Lens is everywhere! Syndicalize your images so to have them used on other websites frequently used by your audience.

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Lens is available also on desktop. We can upload an image we have saved in our PC or drag & drop an image from Image Search.

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MULTISEARCH https://blog.google/products/search/multisearch/

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There are ways to present visual facets of our products without needing to create/open to index HTML URLS that may harm the SEO performance of our ecommerce MULTISEARCH

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MULTISEARCH NEAR ME

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MUM, with its capacity of using images, text, and voice search in the same search session in a fluid and seamless way, nothing else is but combining search options already existing separately. HOW WE TARGET THESE KIND OF SEARCHES? ENTITY SEARCH ENTITY SEARCH ENTITY SEARCH

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Visual Search SEO

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Visual Search SEO • Classic Image Search SEO

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Visual Search SEO • Classic Image Search SEO. • Structured Data.

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Visual Search SEO • Classic Image Search SEO. • Structured Data. • High Quality Images.

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Visual Search SEO • Classic Image Search SEO. • Structured Data. • High Quality Images. • Attention to PageSpeed and CWW.

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Visual Search SEO • Classic Image Search SEO. • Structured Data. • High Quality Images. • Attention to PageSpeed and CWW. • Avoid confusion in the image. The main object must be clear and avoid “artistic” effects like cinematic and blur. • If possible, avoid “stock images”: create them! • Republish your images portfolio in sites like Pinterest. • Curate every detail of your product images, using ”correlated products” in them. You don’t know what object user they focus on in a photo.

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Visual Search SEO The more pages use our images, the better they will be tagged with related entities and, therefore, the more visible they will be in Lens image searches and visual searches.

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TL;DR 1) Visual Search is the most natural search 2) Images & Visual Search SEO is not only ’’Alt tag’’ optimization 3) The Devil is in the details

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Gianluca Fiorelli SEO & Digital Marketing Consultant, ILoveSEO.net @gfiorelli1 @[email protected]