Future of Search: How Visual Search Changes the Way We Do SEO

This Visual Search SEO blog is the third post in our Future of Search Series where we discuss what lies ahead in Search, SEO, and Digital Marketing. Check out our posts on Google’s Search Generative Experience (SGE), E-E-A-T, Video SEO Strategy and Augmented Reality (AR), and stay tuned for our final article covering High Quality Content.  

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How important is visual search SEO to your business?

Did you know that 90% of the data transmitted to your brain is visual, decoded in a mere 13 milliseconds? (MIT)

Images have the power to capture attention, evoke emotion, and explain complex concepts. And now with the use of Visual Search, images have the power to take us beyond traditional keyword queries into a more intuitive and immersive search experience.

In this article, our SEO experts will explore how Visual Search is reshaping the search landscape for businesses like yours. By the time you finish reading you will have a better understanding of how businesses are using Visual Search, how to gain better image search visibility, and tangible ways you will benefit from pursuing Visual Search SEO.

Let’s jump right in!

What is Visual Search?

Visual search is a technology that allows users to search the internet using images instead of text.

By leveraging image recognition and machine learning, visual search provides contextually relevant results based on uploaded or captured images. This intuitive approach goes beyond traditional keyword searches, enhancing the user experience and opening new avenues for information retrieval.

How Does Visual Search Work?

Visual search involves complex algorithms that dissect and extract features from an uploaded or captured image.

Through convolutional neural networks (CNNs) and deep learning, the system learns to recognize patterns, shapes, text, and textures within the image. This process generates a unique digital fingerprint or feature vector for the image.

When a user initiates a visual search, the system compares this feature vector against a database of indexed images, employing similarity metrics to identify and rank the closest matches. The result is a nuanced understanding of the visual content, allowing for precise and contextually relevant search outcomes.

Visual Search SEO vs Traditional Keyword Search

Visual search dramatically changes the way we can search, offering an intuitive and efficient alternative to traditional keyword searches. It considers image context for more accurate and relevant results, catering to users seeking visually-oriented information like products or landmarks .

“The increasing adoption of smartphones and the accessibility of high-quality cameras have made it easier for users to take and search for images. Additionally, advancements in machine learning and computer vision technologies are fueling the growth of this market. These technologies enable more accurate and precise image recognition, leading to improved user experience and satisfaction.” –  Medium.com

Additional advantages of using Visual Search SEO include:

• Clearer Intent – interprets visual elements, aligning closely the searcher’s intent
• Comprehensive Visual Information Retrieval – ideal for specific products or visual content.
• Inclusive Accessibility for Non-textual Queries – efficient for users without clear textual descriptions.
• No More Keyword Stuffing – relies on image recognition, ensuring higher-quality results.
• Effectiveness in Multilingual Searches – accommodates users searching in multiple languages for a globally accessible experience.

How Are Real Businesses Using Visual Search SEO?

E-Commerce Product Discovery

Retailers like Amazon and Pinterest utilize visual search to enhance the shopping experience. Users can snap a picture of an item they like, and the platform provides similar products, facilitating quick and accurate product discovery.

Travel & Tourism Exploration

Google Lens enables users to explore landmarks, restaurants, and attractions by capturing images. Travel businesses leverage visual search to provide detailed information about points of interest, enhancing the user’s travel planning experience.

Fashion & Style Inspiration

Fashion brands, including ASOS and Nordstrom, use visual search to help users find clothing items they spot in photos or on the street. Users can upload images, and the platform suggests similar fashion items for purchase.

Home Decor & Interior Design

Apps like Wayfair and IKEA utilize visual search for home decor. Users can take pictures of furniture or decor they like, and the app suggests similar products or provides information on where to purchase them.

Food & Recipe Exploration

Platforms like Pinterest and Google Lens assist users in discovering recipes and exploring food options. Users can snap pictures of ingredients or dishes, and the platform offers recipes, nutritional information, and related content.

Art & Design Inspiration

Art and design businesses leverage visual search to help users find inspiration. Users can photograph artwork or design elements, and platforms like Adobe Stock or Shutterstock provide similar visuals for creative projects.

Real Estate Visualizations

Real estate platforms use visual search to assist users in finding properties. Users can take pictures of houses or neighborhoods, and the platform provides details on available listings, property values, and neighborhood information.

Health & Wellness

Some fitness apps leverage visual search to help users track their nutrition. Users can snap pictures of meals, and the app provides nutritional information, simplifying the process of logging food intake.

Augmented Reality Try-Ons

Beauty and eyewear brands use visual search combined with augmented reality (AR) to enable users to virtually try on makeup or glasses. Users can see how products look on them before making a purchase.

Tips for Visual Search SEO

Before we share some of our own visual search SEO tips of the trade, let’s go straight to the source – Google – and review their Image SEO best practices.

According to Google, there are two ways you can optimize your images to appear in Google’s search results by following these best practices:

1. Help Google discover and index your images

• Use HTML image elements to embed images
• Use an image sitemap
• Use responsive images
• Use supported image formats (currently BMP, GIF, JPEG, PNG, WebP, SVG) with extension of the filename matching the file type
• Optimize for speed and quality

2. Optimize your image landing pages

• Check the page title and description as it influences title links and snippets in search results
• Add structured data to be included in certain rich results
• Use descriptive filenames, titles, and alt text
• Opt out of Google Images inline linking
• Optimize for SafeSearch

Let’s not ignore Google’s advice to think beyond just the image you want to rank! You need to consider the image’s landing page and may we even suggest your overall website quality and optimization.

Here are some added SEO best practices to make sure are in place if you are pursuing image optimization:

• Mobile Friendliness
• Relevant Keyword Research
• Website Speed
• Great User Experience
• Quality Content
• Website Authority and Backlink Profile
• Social Engagement
• Performance and engagement monitoring

Benefits of Visual Search SEO

There are many practical benefits of incorporating visual search into your overall Digital Marketing and SEO strategy. Let’s take a look at what we deem are among the “top 5” …

Upgraded User Experience

Visual search SEO offers a more intuitive and user-friendly experience, allowing your customers to find products or information by simply uploading images. This ease of use can lead to increased customer satisfaction and engagement.

Improved Product Discovery

For businesses in e-commerce, visual search enhances product discovery. Users can easily find and explore similar products by snapping pictures, increasing the likelihood of conversions and sales.

Competitive Edge in SEO

As this is a newer trend in SEO, chances are many of your competitors are not yet aware of how beneficial Visual Search can be and are doing little if nothing to pursue it. You’ll get the early mover (first to market) advantage and fine tune the best way to do it early on. Incorporating visual search into SEO strategies will set your business apart in a competitive digital landscape. By optimizing images for visual search, your business can attract a broader audience and improve your search engine rankings.

Higher Engagement and Conversion Rates

Visual search engages users on a deeper level, capturing their attention with visually appealing content. This heightened engagement often translates into higher conversion rates as users are more likely to make informed purchase decisions.

Staying Relevant to Evolving Consumer Behavior

With the rise of visual-centric platforms and changing consumer behavior, integrating visual search SEO will align your business with current trends. It demonstrates adaptability and a commitment to meeting users’ evolving preferences, fostering a positive brand image.

Key Takeaways to Prepare for Visual Search SEO

1. Connect Your Brand Presence with Visual Storytelling

Visual search isn’t just an image file or a product; it’s a new opportunity to tell your brand’s story in an exciting and visual way. Use high-quality, engaging visuals across all platforms to boost your brand presence and connect with your customers on a deeper level.

2. Optimize for Local Visual Searches

If you are a local business you can capitalize on the local aspect of visual search. Optimize images by including location-specific details and metadata, making your business more discoverable in local visual searches and enhancing your local SEO efforts.

3. Leverage User-Generated Visual Content

Encourage user-generated visual content – it’s authentic, trustworthy, typically cost-effective, and brings in different perspectives and creativity. Invite customers to share their experiences with your products through images. By integrating user-generated visuals into your visual search SEO strategy, you not only enhance authenticity but also create a vibrant community around your brand.

Your Next Steps with Visual Search

Did you know that our SEO Experts conduct detailed Technical Audits that take a deep dive look at your images, including size, quality, file names and tags, as well as all the other SEO Best Practices that will impact how your images will show?

Give us a call at 1-888-262-6687 or contact us online to chat about our SEO image and audit process and how it’ll help you show up more often in Visual Search!