The New Era of Visual Marketing
Jes Scholz opened her talk by saying Image SEO, is the big pink dinosaur in the room. No-one really wants to talk about and it’s usually an afterthought. Jes went on to say an image is worth a thousand keywords, they can also be understood by everyone, they’re not language specific.
Over the years Google has improved its own image recognition, computers no longer rely on us correctly tagging images, we are at a point where they can recognise visual content. All of this opens a lot of opportunity for SEO.
Google’s Evolution of Visual Search
2014 – related images
2015 – collections (Google’s answer to Pinterest)
2016 – images in web results
2016 – product details on images
2017 – related items
2017 – image badges
Just like Pinterest, Google is turning visual search into product discovery. Jes jokingly added that she would not be surprised if Google copies Pinterest’s’ flashlight feature simple because Bing has done it.
Social Content Masterclass
My favourite speaker of the conference had to be David Levin, not only because his whole presentation consisted of memes and funny tweets but his insightful talk about social content. Known as the UK’s first professional tweeter, David gave us three main keys to creating phenomenal social content:
Spot golden moments
This is David’s first tip. You need to look out for the beautiful moments that happen every day on Twitter.
“Twitter’s user base has grown by 11% in the last 18 months to 23.4 million users. In terms of second screening with TV and breaking news, it’s really still ahead of the rest. This means there are now more people on Twitter in the UK than there are people in Australia in total.” – David
Jump into conversations
Social media is about a conversation, so get involved! Brands can do really well by answering questions or, better still, responding to tweets that haven’t been targeted at them but that are relevant. David calls it ‘reactive listening’. Brands like PG Tips and Nandos have done well with cheeky engagement and banter. That said, it needs to be appropriate to the brand, so do be aware.
Think about your timing
Your tweets don’t need to be hugely funny, they just need to be relevant. Avoid anything which comes across as salesy. One example of a bad tweet was the famous Twitter blunder from Tesco who used the phrase ‘hit the hay’ the day the horse meat scandal broke. Always check your scheduled tweets!
Images are powerful
Whether they’re still or moving, try and include images in posts as they typically have a higher engagement rate. Think about people who view in mute – use text to make it easy for them to understand with or without sound.
As mentioned in the introduction, there was so much to take in at SearchLove if I covered everything the blog would be never-ending. With that being said, here are my key pointers:
- Creating fantastic content for your audience is a top priority. Do not create content around keywords, instead plan keywords around content. Great content means happy users which means Google approves and that means happy SEO’s.
- Use storytelling. Stories help you to convey a message of how valuable your product or service is, as well as increasing brand affinity.
- As important as being number one on Google is, loyalty and brand affinity mean more to the audience. This means when choosing descriptions and meta titles be creative and write for the audience instead of keyword stuffing.
Those were my key takeaway points from SearchLove 2017 conference. Thank you Distilled for organising this conference!
If you’d like to talk to us about any of the above topics and how we can help further your own SEO efforts don’t hesitate to get in touch.