New Organic Image Search Features
Big Improvements to Organic Image Search Traffic
Businesses with product inventories need to take note. Google has expanded its image search to include similar items. Image search is exploding in popularity. It is becomming a very important part of mobile e-commerce.
What is clever is that this is not just finding similar looking things, but similar items. To do this, Google uses information added to images in a format that the web giant can crawl. In the past we told Google about the image using keyword info. Beyond that, Google could not identify similar items by appearance. Now it does.
And the benefits of this cannot be understated. Just imagine the benefit of image searches resulting in free clicks to your product page!
The new innovation here is that Google can allow discovery of other items like those already being viewed. It can effectively identify the item itself.
First, Google allowed shopping ads, which already contain product information, to appear in the image search results page. This is obviously very sensible and useful.
Now we have an organic enhancement that works in a similar way.
Tell Google About Your Images Product
First, you need to apply the appropriate information to your image data using the appropriate schema.
Google particularly likes relevant information in the Title, description, and also information like MPN (manufacturer numbers) and GTIN’s.
You will need to add product data schema to the page, with a reference to the image file. See here for more info. With as much key data as you can add, Google can then get to work. More information can be added, with offer information, price etc.
Google Does The Rest, Bringing the Traffic To You
Now, Google is using a blend of two technologies to help with image searches. The first is, it knows, from feed data and from the above product schema code on pages it crawls, what the product is. The second thing it has added, to help similar products be found, is it is using ‘machine vision’, a sort of AI, to identify similar items. It will look through images marked up with relevant data to return those results.
If you add relevant info to your product, Google can display rich snippets with your product. This also makes your product appear on organic carousel results, which have a high CTR.
Therefore, this is in invaluable new avenue for SEO performance.