Google’s NEW Image-Based Search & Its Impact on Your SEOA Look Inside Google’s Latest Feature Releases
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Webinar Agenda
1What are Google’s latest releases on search?Faster algorithm and new features are impacting search behavior and
possibly results
2How can you utilize images for SEO benefit?Create images that are relevant and closely connected to your brand in
order to draw optimal, quality visitors
3What are the implications to SEO?Strategize alongside Google’s new features to optimize your site amidst
faster search behavior and advanced tools
4What are the Key Takeaways? Keep up to date with the latest technology advances in search to play
the game right and not fall behind
#wm123
Webinar Agenda
1What are Google’s latest releases on search?Faster algorithm and new features are impacting search behavior and
possibly results
2How can you utilize images for SEO benefit?Create images that are relevant and closely connected to your brand in
order to draw optimal, quality visitors
3What are the implications to SEO?Strategize alongside Google’s new features to optimize your site amidst
faster search behavior and advanced tools
4What are the Key Takeaways? Keep up to date with the latest technology advances in search to play
the game right and not fall behind
#wm123
Image files can now be used as search queries instead of keywords
1 What are Google’s latest releases on search?
• Google’s new image-based search feature will provide searchers a faster,
convenient, and more efficient search experience
o Desktop/Laptop/Tablet
Upload your image file and your search results will be just a click away
o Mobile
Use your mobile phone to capture an image spontaneously and begin
your search immediately with the snapshot
#wm123
1 What are Google’s latest releases on search?
• Mobile search is growing at an
exponential rate
• Voice Search is now reaching 2/3 of the
world’s mobile users
• Increased 5X worldwide in only the past
2 years
Global mobile use has inspired Voice Search for desktops
A rate comparable to the early
days of desktop Google Search.
#wm123
Mobile gets an “inter-face-lift” with trendy icons and slideshow view
1 What are Google’s latest releases on search?
• People on-the-go are searching more
often, especially for nearby places
• Thus, Google is focusing on making the
mobile experience easier, faster, and
closely geared towards immediate search
needs leading to…
• Improvements in:
o Voice Search
o Google Goggles
o Google Instant
o Auto-complete
#wm123
Instant Pages bundled with Instant Search will be a big time-saver
1 What are Google’s latest releases on search?
• You don’t have to be logged into your Google account to use Instant Pages
• Instant Pages seem to “magically” appear
o Serve as an extension of Instant’s auto-complete feature and Instant Results
o Google unleashes more of its advanced algorithm’s smarts and intelligence
• Combining Instant Pages with Instant Results, you could potentially save up
to 4-10 seconds per query
We do tremendous experimentation
with speed. We have found even
shaving 50 milliseconds from search
process, users search more and more.
~ Google Executive
New killer app = Search Speed
#wm123
Webinar Agenda
1What are Google’s latest releases on search?Faster algorithm and new features are impacting search behavior and
possibly results
2How can you utilize images for SEO benefit?Create images that are relevant and closely connected to your brand in
order to draw optimal, quality visitors
3What are the implications to SEO?Strategize alongside Google’s new features to optimize your site amidst
faster search behavior and advanced tools
4What are the Key Takeaways? Keep up to date with the latest technology advances in search to play
the game right and not fall behind
#wm123
Search via an image file without navigating to the Image Search
2 How can you utilize images for SEO benefit?
Upload your image…
Get your results…
1. Drag and drop an image on the search bar
2. Click the camera icon to upload an image from
your computer
3. Paste the URL of a photo on the web into the
search bar
4. Use the Chrome or Firefox extensions that add
a search option to your computer’s contextual
menu (right click)
The interpretation process:
Google analyzes the image, creating a mathematical
model based on shapes, lines, proportions, colors and
other elements. Then, it matches the model against
images already in Google’s index. Google then does page
analysis to take a text-based guess at what the image is,
identifying the image and returning similar results.
#wm123
Make your images relevant and connected with your site content
2 How can you utilize images for SEO benefit?
• Thoughtfully position relevant images into your siteo Images should serve as supportive evidence for your content and keywords (ie: product images)
• Closely tie images to your service or producto Include alt tags/title tags with keywords
o Include image descriptions (as appropriate), maintaining keyword focus
o Now that searchers can perform image-based searches from their desktops, you want your site to correlate to those search queries that are relevant to your product/service
Google Search to
call on sites that
sell, promote
Toblerone…
#wm123
Keep your website content keyword-rich to attract relevant searches
2 How can you utilize images for SEO benefit?
• Make your site more likely to be chosen for the SERP (search engine results page) with targeted keywords
Long-tail vs. Head match• Head match will be the first results to show up with Google Instant & auto-complete
• Heat match keywords are highly competitive• However, don’t be afraid of optimizing for head match in images (first mover)
#wm123
Webinar Agenda
1What are Google’s latest releases on search?Faster algorithm and new features are impacting search behavior and
possibly results
2How can you utilize images for SEO benefit?Create images that are relevant and closely connected to your brand in
order to draw optimal, quality visitors
3What are the implications to SEO?Strategize alongside Google’s new features to optimize your site amidst
faster search behavior and advanced tools
4What are the Key Takeaways? Keep up to date with the latest technology advances in search to play
the game right and not fall behind
#wm123
Query construction patterns and methods are changing
3 What are the implications to SEO?
• Continue to optimize with a faster Google algorithm and auto-complete in mind
o Auto-complete results will still get more volume
• Lazy searchers will trend towards broad match queries competitive keywords
• Best to still optimize for a mix of both head match and long tail keywords
#wm123
Click patterns will continue to trend above the fold
3 What are the implications to SEO?
• Most clicks will be taking place above the foldo Image-Based search is a feature that provides a short-cut, expanding the ways searchers can find what they are looking for
o Searchers will react quickly to click on the top results that Google serves
• Optimize your site Title and Meta Description to:
o Capture visitors who are doing Image-Based search
o Be relevant for Image-Based searches that tend to output broad terms
o Provide specific keywords that relate closely to your call to action
Meta descriptions are
still important and are
highly valued on the
search engine and with
searchers.
#wm123
Page scanning trends from varied search approaches are changing
3 What are the implications to SEO?
• Searchers will be moving faster than ever, especially with the introduction of Instant Pages
o Calls to action must be above the fold in order to increase CTR
• UI is becoming more important on your Homepage and throughout your site
o Optimize your SEO alongside UI improvements
#wm123
Webinar Agenda
1What are Google’s latest releases on search?Faster algorithm and new features are impacting search behavior and
possibly results
2How can you utilize images for SEO benefit?Create images that are relevant and closely connected to your brand in
order to draw optimal, quality visitors
3What are the implications to SEO?Strategize alongside Google’s new features to optimize your site amidst
faster search behavior and advanced tools
4What are the Key Takeaways? Keep up to date with the latest technology advances in search to play
the game right and not fall behind
#wm123
Search experience is becoming faster and more visual
4 What are the Key Takeaways?
Image-Based Search
• Google algorithm is advancing to allow more types of search methods and ways to serve results
o Images will now be used as keywords in search queries
o Start to optimize your copy keywords based on image keywords
o Select keywords based on relevant images you think searchers will upload
• You have the opportunity to gain more traffic and quality visitors as more people are searching in different ways and increasing activity on mobile devices
#wm123
Mobile search, especially for places, will continue to increase
4 What are the Key Takeaways?
• Google will continue to optimize mobile search as more of the population will be
searching and interacting on-the-go
• Google’s Search algorithm will continue to get faster, easier for people to use in
the future
• Be prepared for more Google tools and features to be released, further enforcing
the need to invest in SEO now…
o Keep up with the rapid growth of mobile and desktop-based technology
o Be a successful digital marketer in the expanding, advancing search space
#wm123
First page rankings are more important than ever before
4 What are the Key Takeaways?
• With the trend of serving search results more quickly, being on the
first page is imperative.
o Searchers will eventually not click to Page 2 at all
• As Google continues to fine-tune their algorithm, we are seeing
that the most relevant, recommended results are on Page 1.
o Google +1 (social)
o Instant Search & Instant Pages (speed)
o Image-Based Search (visual)
o Chrome for Mobile (speed, intuitive interface)
Thank You!
#wm123
Thank you for your attendance today!
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