SEO in the Shed March 2020 - Clark Boyd
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The document discusses the evolving role of SEO in response to the increasing importance of visual search and image optimization. It emphasizes the need for a strategic approach to image organization, tagging, and leveraging technology to enhance search visibility. Additionally, it highlights the partnership between machines and humans in interpreting images and optimizing content for user intent.
![#SEOintheShed
Intent state Input Output Content
Open to ideas
“Do I need insurance for my
business?”
● Podcast imagery
● Videos
● Charts
In the market “Business insurance quote” ● Step-by-step guide
Looking for a specific type of product “Legal expenses insurance”
● Product page imagery
● Credentials (We know
your industry)
Ready to buy ““[brand name]”
● Brand logo
● TV ads (video)](https://image.slidesharecdn.com/seointheshed-clarkboyd1-200319093418/85/SEO-in-the-Shed-March-2020-Clark-Boyd-27-320.jpg)
SEO in the Shed March 2020 - Clark Boyd
- 2. #SEOintheShed ➞ The bigger picture today ➞ What does that mean for searchers? ➞ What does that mean for SEO? ➞ A quick summary
- 3. #SEOintheShed Google Arts and Culture HQ, Paris
- 8. #SEOintheShed + Knows I’m a dude. + Lots of shoppable images. Category labels not tailored to my profile.
- 9. #SEOintheShed + Trend-based categories. + Links to high-quality style guides. + Lots of YouTube results. - Results are not personalized.
- 10. #SEOintheShed
- 11. #SEOintheShed
- 12. #SEOintheShed So, how does that affect the searcher’s journey?
- 13. #SEOintheShed Intent state Input Output Open to ideas Looking for a specific style Looking for a type of product “White sneakers” Ready to buy “Adidas originals white”
- 14. #SEOintheShed How does that change the role of an SEO?
- 15. #SEOintheShed
- 16. #SEOintheShed alt="Sleeveless Hoodie" ➞ Use keyword in anchor text ➞ Reduce image file size, etc. What’s this image about?
- 17. #SEOintheShed https://cloud.google.com/vision We can use computer vision technology to see how a machine interprets our images.
- 18. #SEOintheShed We need to combine a broad vision with fine detail. But how?
- 19. #SEOintheShed Machines: Highly Sensitive + Can identify significant patterns in lots of data and provide a list of options. - Not so good with common sense and basic judgement. - Can’t tell a muffin from a puffin without our help.
- 20. #SEOintheShed People: Highly Specific + Excellent at applying judgement to limited options. + Great at defining a visual brand identity. - Terrible with lots of data. - Awful under pressure.
- 21. #SEOintheShed ● Identify a list of potential opportunities ● Monitor for anomalies and new trends ● Analyze image content ● Add labels and categorize images ● Make choices from machine-generated lists ● Select target keyword categories ● Create the content ● Add feedback to machine output
- 22. #SEOintheShed Search engines already operate based on this man-machine partnership. There would be no need for a SERP if they could judge precisely what we want. I think you want one of these. Please choose.
- 23. #SEOintheShed Technology can highlight the broader trends
- 24. #SEOintheShed We can pinpoint the opportunities we want to target
- 25. #SEOintheShed What content should you create?
- 26. #SEOintheShed Let’s pick a tricky one: Business insurance
- 27. #SEOintheShed Intent state Input Output Content Open to ideas “Do I need insurance for my business?” ● Podcast imagery ● Videos ● Charts In the market “Business insurance quote” ● Step-by-step guide Looking for a specific type of product “Legal expenses insurance” ● Product page imagery ● Credentials (We know your industry) Ready to buy ““[brand name]” ● Brand logo ● TV ads (video)
- 29. #SEOintheShed ➞ Images can allow SEO to take a more central role in the key function of marketing: encouraging our audience to take actions. ➞ Image organisation is crucial. Tag trends, product categories, and styles. ➞ Incorporate images into the page template for keyword categories that trigger image results. ➞ Use technology to understand how a computer “sees” your images. ➞