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Visual Search

Google Images is the second-largest search engine with about 20% share contribution for most sites, and YouTube is the third-largest search engine with about 3% share for most sites, according to Tubics.com. Visual search encompasses the content and optimization of images and videos with a focus on gaining visibility in the image and video thumbnails that show up in the rich results of the SERPs. Milestone Research finds that image thumbnails appear in 20-25% of results with a similar proportion for video. That makes visual search an opportunity to gain visibility and traffic on almost 50% of searches.
 
Image Optimization with Visual Search

Image Optimization Requires

  • Image strategy that includes as many original custom images as possible
  • Setting the right image dimensions and using compression correctly to get file size right
  • Picking the newest and best file types, like WebP
  • How to add calls to action embedded in the images
  • On-page tactics, like image-alt text which is required for ADA compliance
  • Image entity optimization with the correct schema markup
  • Image loading tactics and image caching and serving to increase speed
Visual Search with Video Optimization

Video Optimization Requires

  • A video strategy that accounts for the types and roles for video: explainer, product, webinar, testimony, and user generated
  • A regular stream of fresh and engaging video content
  • Understanding the appropriate video length and how to repurpose and atomize the long-format content
  • Setting effective titles and meta keywords when loading on YouTube
  • Deciding what video content should be on the site vs on YouTube
  • Selecting a video host with excellent performance and speed
  • Optimizing the video thumbnails to maximize clickthrough rate
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