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Google’s NEW Image-Based Search & Its Impact on Your SEO
A Look Inside Google’s Latest Feature Releases
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                                                 @webmarketing123
                                                 @bradleywjoe
                                                 #wm123
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
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
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




#wm123
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


#wm123
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



#wm123
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




#wm123
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
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.


#wm123
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…




#wm123
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
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 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




#wm123
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.




 #wm123
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
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 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
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




#wm123
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)




#wm123
Thank You!
Contact Us for a Complimentary Digital Marketing Analysis
     Thank you for your attendance today!

   Custom Analysis includes:
   - Digital Planning Session: learn how your business can drive revenue
   growth through the web


   -Competitive Report: find out where you rank against your top
   competitors and what tactics they’re employing


   - Website Analytics: detailing the keywords, sources, and referrals that
   visitors are using to discover your website


   - Search Engine Friendliness Report: crawl-ability analysis of your site



   Please contact:
   seo@webmarketing123.com

#wm123

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Google's Image-Based Search & Its Impact on Your SEO

  • 1. Google’s NEW Image-Based Search & Its Impact on Your SEO A Look Inside Google’s Latest Feature Releases Dial In: (484) 589-1011 Access Code: 347-461-183 @webmarketing123 @bradleywjoe #wm123
  • 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 #wm123
  • 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 #wm123
  • 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 #wm123
  • 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 #wm123
  • 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. #wm123
  • 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… #wm123
  • 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 #wm123
  • 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. #wm123
  • 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 #wm123
  • 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) #wm123
  • 21. Contact Us for a Complimentary Digital Marketing Analysis Thank you for your attendance today! Custom Analysis includes: - Digital Planning Session: learn how your business can drive revenue growth through the web -Competitive Report: find out where you rank against your top competitors and what tactics they’re employing - Website Analytics: detailing the keywords, sources, and referrals that visitors are using to discover your website - Search Engine Friendliness Report: crawl-ability analysis of your site Please contact: seo@webmarketing123.com #wm123