Google has released new image-based search and voice search features that allow users to conduct searches using images or voice commands from desktop computers. This will impact search behavior and SEO strategies. Marketers should optimize websites and images to be relevant for these new search methods by including targeted keywords in alt text, descriptions and content. Faster search speeds mean results above the fold will be more important. Keeping up with advances in mobile search and Google's algorithm is key to remaining successful.

1. Google’s NEW Image-Based Search & Its Impact on Your SEO
A Look Inside Google’s Latest Feature Releases
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2. Webinar Agenda
What are Google’s latest releases on search?
1 Faster algorithm and new features are impacting search behavior and
possibly results
How can you utilize images for SEO benefit?
2 Create images that are relevant and closely connected to your brand in
order to draw optimal, quality visitors
What are the implications to SEO?
3 Strategize alongside Google’s new features to optimize your site amidst
faster search behavior and advanced tools
What are the Key Takeaways?
4 Keep up to date with the latest technology advances in search to play
the game right and not fall behind
#wm123

3. Webinar Agenda
What are Google’s latest releases on search?
1 Faster algorithm and new features are impacting search behavior and
possibly results
How can you utilize images for SEO benefit?
2 Create images that are relevant and closely connected to your brand in
order to draw optimal, quality visitors
What are the implications to SEO?
3 Strategize alongside Google’s new features to optimize your site amidst
faster search behavior and advanced tools
What are the Key Takeaways?
4 Keep up to date with the latest technology advances in search to play
the game right and not fall behind
#wm123

4. 1 What are Google’s latest releases on search?
Image files can now be used as search queries instead of keywords
• 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
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5. 1 What are Google’s latest releases on search?
Global mobile use has inspired Voice Search for desktops
• 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
A rate comparable to the early
days of desktop Google Search.
~ Google
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6. 1 What are Google’s latest releases on search?
Mobile gets an “inter-face-lift” with trendy icons and slideshow view
• 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
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7. 1 What are Google’s latest releases on search?
Instant Pages bundled with Instant Search will be a big time-saver
• 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
New killer app = Search Speed
• 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
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8. Webinar Agenda
What are Google’s latest releases on search?
1 Faster algorithm and new features are impacting search behavior and
possibly results
How can you utilize images for SEO benefit?
2 Create images that are relevant and closely connected to your brand in
order to draw optimal, quality visitors
What are the implications to SEO?
3 Strategize alongside Google’s new features to optimize your site amidst
faster search behavior and advanced tools
What are the Key Takeaways?
4 Keep up to date with the latest technology advances in search to play
the game right and not fall behind
#wm123

9. 2 How can you utilize images for SEO benefit?
Search via an image file without navigating to the Image Search
1. Drag and drop an image on the search bar Upload your image…
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)
Get your results…
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.
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10. 2 How can you utilize images for SEO benefit?
Make your images relevant and connected with your site content
• Thoughtfully position relevant images into your site
o Images should serve as supportive evidence for your content and keywords
(ie: product images)
• Closely tie images to your service or product
o 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…
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11. 2 How can you utilize images for SEO benefit?
Keep your website content keyword-rich to attract relevant searches
• 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

12. Webinar Agenda
What are Google’s latest releases on search?
1 Faster algorithm and new features are impacting search behavior and
possibly results
How can you utilize images for SEO benefit?
2 Create images that are relevant and closely connected to your brand in
order to draw optimal, quality visitors
What are the implications to SEO?
3 Strategize alongside Google’s new features to optimize your site amidst
faster search behavior and advanced tools
What are the Key Takeaways?
4 Keep up to date with the latest technology advances in search to play
the game right and not fall behind
#wm123

13. 3 What are the implications to SEO?
Query construction patterns and methods are changing
• 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
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14. 3 What are the implications to SEO?
Click patterns will continue to trend above the fold
• Most clicks will be taking place above the fold
o 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
Meta descriptions are
o Be relevant for Image-Based searches that tend to output broad
still important and are
terms
highly valued on the
search engine and with
o Provide specific keywords that relate closely to your call to action searchers.
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15. 3 What are the implications to SEO?
Page scanning trends from varied search approaches are changing
• 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

16. Webinar Agenda
What are Google’s latest releases on search?
1 Faster algorithm and new features are impacting search behavior and
possibly results
How can you utilize images for SEO benefit?
2 Create images that are relevant and closely connected to your brand in
order to draw optimal, quality visitors
What are the implications to SEO?
3 Strategize alongside Google’s new features to optimize your site amidst
faster search behavior and advanced tools
What are the Key Takeaways?
4 Keep up to date with the latest technology advances in search to play
the game right and not fall behind
#wm123

17. 4 What are the Key Takeaways?
Search experience is becoming faster and more visual
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

18. 4 What are the Key Takeaways?
Mobile search, especially for places, will continue to increase
• 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
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19. 4 What are the Key Takeaways?
First page rankings are more important than ever before
• 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)
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20. Thank You!

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