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Visual Search – How to Use This Trend for Your Marketing

With platforms like Instagram and Co., the importance of images on the web has increased enormously. The expression "a picture is worth a thousand words" speaks for itself. Until recently, search engines were unable to recognize depicted content. Thanks to technological progress, this has changed!

What is Visual Search?

Visual Search means searching online by entering or uploading an image. Search engines then look for matching images. This allows users to find similar products or information about a product, for instance. Visual Search is important for various industries: be it fashion, electrical engineering or even pharmaceuticals, search queries via visual sources are constantly increasing.

How does Visual Search work?

With the unbroken popularity of social media such as Instagram, Snapchat, Facebook and co., the importance of images for Internet users is constantly increasing. Wouldn't it be convenient to simply take a picture of a beautiful dress or cool headphones, enter it in the search engine and be forwarded directly to the online store where one can buy the product with just a few clicks? This is now possible thanks to the so-called reverse image search. Artificial intelligence analyzes the images and compares the parameters of the displayed content with other images. The more visual material available as comparative values, the better and more accurate the search result will be.

How can companies benefit from visual search?

Especially for e-commerce, visual search offers great opportunities. There are two basic options: 1. via the company's own channel and 2. via third-party channels.

In the first case, a user takes a picture and uploads it to the search. The user is then displayed similar images (with the corresponding link to the website or online store). It is very easy to run advertisements via external channels. For example, thanks to the automatic object recognition, the depicted vase can be linked directly to the online store. This allows for a very short and user-friendly path to the completion of the purchase. So it's obvious: If you want to be successful in content marketing, you will need to prepare your images properly. For an optimal indexing of the images in search engines, image SEO must be designed correctly.

Image SEO - what you should consider:

  • Title attributes for images should pick up relevant keywords.
  • Alt attributes should describe the depicted object using relevant keywords.
  • Images should be accompanied by text that provides additional information.
  • The resolution of the images should be high.
  • The images should not negatively affect the loading time of a web page.
  • The visuals should be unique (no stock images).

Do you have any questions about the topic? Don't hesitate to contact us!

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Tags: Search Engine Optimization (SEO)

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