Enhance Shopping Experiences via Image Optimization | #SEOFromHome
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Joelle Irvine is an executive growth marketer with over 13 years of experience in marketing strategies for B2B, B2C, and eCommerce brands. She discusses how image optimization and visual search can enhance shopping experiences. She outlines opportunities for brands to improve product discovery, simplify purchasing paths, personalize experiences, and reduce friction. Finally, she provides tips on optimizing images and product data, developing visual content strategies, and tracking retail topics and trends.
Enhance Shopping Experiences via Image Optimization | #SEOFromHome
- 1. Joelle Irvine Executive Growth Marketer @joelleirvine | joelleirvine.com Enhance Shopping Experiences via Image Optimization
- 2. #SEOfromHome @joelleirvine 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 * * *
- 3. IN THE MARKET FOR… Image Source: allmodern.com
- 4. FIRST INSTINCT, GOOGLE IT! #SEOfromHome @joelleirvine
- 5. Dining room chandelier SEARCH #1 #SEOfromHome @joelleirvine
- 7. SEARCH #2 “Geometric dining room chandelier” #SEOfromHome @joelleirvine
- 9. MY LIGHT FIXTURE! #SEOfromHome @joelleirvine
- 11. OUT OF STOCK #SEOfromHome @joelleirvine
- 12. Image source: Google and Pinterest GOOGLE & PINTEREST #SEOfromHome @joelleirvine
- 13. Source: GlobalWebIndex Custom Research, Apr. 22-27, 2020 SHOPPING BEHAVIORS POST-OUTBREAK #SEOfromHome @joelleirvine
- 14. Google Organic/Shopping Google Lens / Pinterest Lens IMPROVE DISCOVERY Pinterest Explore/Shop #SEOfromHome @joelleirvine
- 15. PERSONALIZE EXPERIENCES Google compare Google CollectionsPinterest More to Shop #SEOfromHome @joelleirvine
- 16. Image source: Aritzia & Pinterest Improve Discovery Simplify Path to Purchase Personalize experience Reduce Friction REDUCE FRICTION #SEOfromHome @joelleirvine
- 17. CONSUMER INSIGHTS - for personalized experiences -
- 18. MARKET SHARE Source: gs.statcounter.com/ & moz.com/mozcast Google SERP Features Graph May 1 – 31, 2020 * * * * * * * * * * * * Google 92% Apr. 2019 – May 2020 #SEOfromHome @joelleirvine
- 19. MAY 4TH CORE UPDATE * * #SEOfromHome @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 monthly active users on Pinterest #SEOfromHome @joelleirvine
- 21. 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. #SEOfromHome @joelleirvine
- 22. TITLE TITLE, TITLE. Image Source: xxxx BACK TO THE FUTURE Source: Pinterest Internal Data, Global, Feb. 1 – May 3, 2020 #SEOfromHome @joelleirvine
- 23. TITLE TITLE, TITLE. Image Source: xxxx INSTANT GRATIFICATION Source: GlobalWebIndex Custom Research, Apr. 22-27, 2020 The importance of same- or next-day delivery by income group Income Group: #SEOfromHome @joelleirvine
- 25. USER EXPECTATIONS ARE GROWING Source: ViSenze, 2018 of millennials would like to be able to search by image 62% of millennials would like to be able to click to purchase directly from content. 58% #SEOfromHome @joelleirvine
- 26. TITLE TITLE, TITLE. Image Source: xxxx 🙌 Image source: Pinterest VISUAL SEARCH #SEOfromHome @joelleirvine
- 27. TITLE TITLE, TITLE. Image Source: xxxx SHAZAM FOR IMAGES! #SEOfromHome @joelleirvine
- 28. AUGMENTED REALITY #SEOfromHome @joelleirvineSource: arvr.google.com Google ARCore Partnerships
- 29. LEVERAGE EXISTING PLATFORMS & PARTNERSHIPS Levi’s & Pinterest New York Times & Google #SEOfromHome @joelleirvine
- 30. Burberry AR Shopping Tool using Google Search Tech PRODUCT AR IN GOOGLE SEARCH Source: Burberry #SEOfromHome @joelleirvine
- 31. ONLINE EXPERIENCE IN-STORE #SEOfromHome @joelleirvineImage source: virtualstore.dior.com
- 32. ONLINE EXPERIENCE IN-STORE Alibaba & Guess partnership Amazon blended Reality Patent Image sources (left to right): cbinsights.com, alistdaily.com and Pinterest Business Pincodes #SEOfromHome @joelleirvine
- 33. 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. #SEOfromHome @joelleirvine
- 34. INCREASE REVENUE By 2021, eCommerce brands with voice and visual search optimization will increase profits by up to 30%. - Gartner #SEOfromHome @joelleirvine
- 35. WHAT’S NEW?
- 36. FREE GOOGLE SHOPPING LISTINGS #SEOfromHome @joelleirvine
- 37. Copy to computer NEW GOOGLE LENS FEATURES Explore new concepts Learn to pronounce from print #SEOfromHome @joelleirvine
- 38. TITLE TITLE, TITLE. Image Source: xxxx Image source: Pinterest PINTEREST TRY ON #SEOfromHome @joelleirvine
- 39. TITLE TITLE, TITLE. Image Source: xxxx Image source: Shopify PINTEREST & SHOPIFY #SEOfromHome @joelleirvine
- 40. Image source: Pinterest NEW WAYS TO SHOP ON PINTEREST Shop Style GuideShop similar from Pin #SEOfromHome @joelleirvine
- 41. Image source: Pinterest SHOPPING SPOTLIGHTS BY PINTEREST #SEOfromHome @joelleirvine
- 42. TITLE TITLE, TITLE. Image Source: xxxx Image source: Pinterest PINTEREST CREATORS #SEOfromHome @joelleirvine
- 43. TITLE TITLE, TITLE. Image Source: xxxx Image source: Pinterest PINTEREST LENS #SEOfromHome @joelleirvine
- 44. HOW TO OPTIMIZE
- 45. TITLE TITLE, TITLE. Image Source: xxxx 1. Verification 2. Optimizing Image & Product Data 3. Visual Content Strategy 4. Tracking Topic & Trends HOW DO WE OPTIMIZE?
- 47. GOOGLE VERIFICATION Source: support.google.com #SEOfromHome @joelleirvine
- 48. GOOGLE VERIFICATION Source: support.google.com #SEOfromHome @joelleirvine
- 49. NO KNOWLEDGE PANEL? Image source: Instagram Business #SEOfromHome @joelleirvine
- 50. VERIFIED MERCHANTS ON PINTEREST Image source: Pinterest #SEOfromHome @joelleirvine
- 51. TITLE TITLE, TITLE. Image Source: xxxx OPTIMIZE IMAGE & PRODUCT DATA
- 52. MISSED OPPORTUNITIES Different brand Image & data mismatch Kids product results #SEOfromHome @joelleirvine
- 53. & VISUAL SEARCH ISN’T PERFECT Auto-select the wrong focal point Categorize people instead of products Display items that are out of stock #SEOfromHome @joelleirvine
- 54. #SEOfromHome @joelleirvine AUDIT PERFORMANCE & SPEED Test My Site Page Speed Insights Mobile Friendly Test Lighthouse Extension
- 55. • • • #SEOfromHome @joelleirvine Test My Site ROI Evaluation Tool EVALUATE POTENTIAL ROI
- 56. SPEED & PERFORMANCE • Compress your images • Enable caching & compression • Use a Content Delivery Network (CDN) #SEOfromHome @joelleirvine
- 57. STANDARD IMAGE OPTIMIZATION Image Search Visual Search • File names • Keywords • Alt text • Title tags • Meta descriptions • Captions • URLs #SEOfromHome @joelleirvine
- 58. …AT SCALE Vision AI – Google Cloud #SEOfromHome @joelleirvine Python to generate text from images
- 59. IMAGE SITEMAPPING Example sitemap entry Image tag definitions Image source: Google Webmasters #SEOfromHome @joelleirvine
- 61. SYNC DATA WITH PLATFORMS Google Shopping Pinterest CataloguesGoogle Product Images #SEOfromHome @joelleirvine
- 62. STRUCTURED DATA Consider what’s important: 1. Product 2. Offer 3. Image Gallery 4. Person #SEOfromHome @joelleirvine
- 63. ENABLE RICH PINS Product Rich Pin Image source: Pinterest Developers Rich Pins in Pinterest feedPinterest feed w/o Rich Pins Product category Rich Pin #SEOfromHome @joelleirvine
- 65. 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! #SEOfromHome @joelleirvine
- 66. BEYOND THE TECHNICAL Product images should: 1. Be on brand 2. Be clutter-free 3. Have a clear focal point in the foreground 4. Be in context 5. Be high-quality 6. Include multiple angles 7. Add value – if not, remove! #SEOfromHome @joelleirvine
- 67. 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 #SEOfromHome @joelleirvine
- 68. 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! #SEOfromHome @joelleirvine
- 69. 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! #SEOfromHome @joelleirvine
- 70. 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! #SEOfromHome @joelleirvine
- 71. 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! #SEOfromHome @joelleirvine
- 72. TITLE TITLE, TITLE. Image Source: xxxx TRACK TOPICS & TRENDS
- 75. THE RECAP
- 76. Image source: Aritzia & Pinterest THE SHOPPER JOURNEY Improve Discovery Simplify Path to Purchase Personalize experience Reduce Friction #SEOfromHome @joelleirvine
- 77. THANK YOU Joelle Irvine Executive Growth Marketer joelleirvine.com | @joelleirvine | LinkedIn | Instagram Sign up to my newsletter!