SEO News

Posted by KristinTynski

Image search results used to give you the option to “view image” without having to navigate to the site the image was hosted on.

When it started in 2013, sites saw a 63% decline in organic traffic from image results.

Why?

Because there was no need to click through when the image could be viewed in full from within the search results.

And then everything changed

In February 2018, Google decided to remove the “view image” button. Now searchers must visit the site hosting that image directly, restoring image results to their former organic search driving power.

According to some recent studies, this change has increased organic image traffic a massive 37%.

Given image results’ return to value, marketers are asking themselves how they can make the most out of this search mechanism.

So what are some new ways we can leverage tools to better understand how to optimize images for ranking?

To explore this, I decided to see if Google’s Vision AI could assist in unearthing hidden information about what matters to image ranking. Specifically, I wondered what Google’s image topic modeling would reveal about the images that rank for individual keyword searches, as well as groups of thematically related keywords aggregated around a specific topic or niche.

Here’s what I did — and what I found.

A deep dive on “hunting gear”

I began by pulling out 10 to 15 top keywords in our niche. For this article, we chose “hunting gear” as a category and pulled high-intent, high-value, high-volume keywords. The keywords we selected were:

• Bow hunting gear
• Cheap hunting gear
• Coyote hunting gear
• Dans hunting gear
• Deer hunting gear
• Discount hunting gear
• Duck hunting gear
• Hunting gear
• Hunting rain gear
• Sitka hunting gear
• Turkey hunting gear
• Upland hunting gear
• Womens hunting gear

I then pulled the image results for the Top 50 ranking images for each of these keywords, yielding roughly ~650 images to give to Google’s image analysis API. I made sure to make note of the ranking position of each image in our data (this is important for later).

Learning from labels

The first, and perhaps most actionable, analysis the API can be used for is in labeling images. It utilizes state-of-the-art image recognition models to parse each image and return labels for everything within that image it can identify. Most images had between 4 and 10 identifiable objects contained within them. For the “hunting gear” related keywords listed above, this was the distribution of labels:

[full interactive]

At a high level, this gives us plenty of information about Google’s understanding of what images that rank for these terms should depict. A few takeaways:

• The top ranking images across all 13 of these top keywords have a pretty even distribution across labels.
• Clothing, and specifically camouflage, are highly represented, with nearly 5% of all images containing camo-style clothing. Now, perhaps this seems obvious, but it’s instructive. Including images in your blog posts related to these hunting keywords with images containing camo gear likely gives you improved likelihood of having one of your images included in top ranking image results.
• Outdoor labels are also overrepresented: wildlife, trees, plants, animals, etc. Images of hunters in camo, out in the wild, and with animals near them are disproportionately represented.

Looking closer at the distribution labels by keyword category can give use a deeper understanding of how the ranking images differ between similar keywords.

[full interactive]

Here we see:

• For “turkey hunting gear” and “duck hunting gear,” having birds in your images seems very important, with the other keywords rarely including images with birds.
• Easy comparisons are possible with the interactive Tableau dashboards, giving you an “at a glance” understanding of what image distributions look like for an individual keyword vs. any other or all others. Below I highlighted just “duck hunting gear,” and you can see similar distribution of the most prevalent labels as the other keywords at the top. However, hugely overrepresented are “water bird,” “duck,” “bird,” “waders,” “hunting dog,” “hunting decoy,” etc., providing ample ideas for great images to include in the body of your content.

[full interactive]

Ranking comparisons

Getting an intuition for the differences in top ranking (images ranking in the first 10 images for a keyword search) vs. bottom ranking (images ranking in the 41st to 50th positions) is also possible.

[full interactive]

Here we can see that some labels seem preferred for top rankings. For instance:

• Clothing-related labels are much more common amongst the best ranking images.
• Animal-related labels are less common amongst the best ranking images but more common amongst the lower ranking images.
• Guns seem significantly more likely to appear in top ranking images.

By investigating trends in labels across your keywords, you can gain many interesting insights into the images most likely to rank for your particular niche. These insights will be different for any set of keywords, but a close examination of the results will yield more than a few actionable insights.

Not surprisingly, there are ways to go even deeper in your analysis with other artificial intelligence APIs. Let’s take a look at how we can further supplement our efforts.

An even deeper analysis for understanding

Deepai.org has an amazing suite of APIs that can be easily accessed to provide additional image labeling capabilities. One such API is “Image Captioning,” which is similar to Google’s image labeling, but instead of providing single labels, it provides descriptive labels, like “the man is holding a gun.”

We ran all of the same images as the Google label detection through this API and got some great additional detail for each image.

Just as with the label analysis, I broke up the caption distributions and analyzed their distributions by keyword and by overall frequency for all of the selected keywords. Then I compared top and bottom ranking images.

A final interesting finding

Google sometimes ranks YouTube video thumbnails in image search results. Below is an example I found in the hunting gear image searches.

It seems likely that at least some of Google’s understanding of why this thumbnail should rank for hunting gear comes from its image label detection. Though other factors, like having “hunting gear” in the title and coming from the NRA (high topical authority) certainly help, the fact that this thumbnail depicts many of the same labels as other top-ranking images must also play a role.

The lesson here is that the right video thumbnail choice can help that thumbnail to rank for competitive terms, so apply your learnings from doing image search result label and caption analysis to your video SEO strategy!

In the case of either video thumbnails or standard images, don’t overlook the ranking potential of the elements featured — it could make a difference in your SERP positions.

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Posted by HeatherPhysioc

Spending quality time getting to know your client, their goals and capabilities, and getting them familiar with their team sets you up for a better client-agency relationship. Immersion workshops are the answer. Learn more about how to build a strong foundation with your clients in this week’s Whiteboard Friday presented by Heather Physioc.

Click on the whiteboard image above to open a high resolution version in a new tab!

Video Transcription

Hey, everybody, and welcome back to Whiteboard Friday. My name is Heather Physioc, and I’m Group Director of Discoverability at VMLY&R. So I learned that when you onboard clients properly, the rest of the relationship goes a lot smoother.

Through some hard knocks and bumps along the way, we’ve come up with this immersion workshop model that I want to share with you. So I actually conducted a survey of the search industry and found that we tend to onboard clients inconsistently from one to the next if we bother to do a proper onboarding with them at all. So to combat that problem, let’s talk through the immersion workshop.

Why do an immersion workshop with a client?

So why bother taking the time to pause, slow down, and do an immersion workshop with a client? 

1. Get knowledgeable fast

Well, first, it allows you to get a lot more knowledgeable about your client and their business a lot faster than you would if you were picking it up piecemeal over the first year of your partnership. 

2. Opens dialogue

Next it opens a dialogue from day one.

It creates the expectation that you will have a conversation and that the client is expected to participate in that process with you. 

3. Build relationships

You want to build a relationship where you know that you can communicate effectively with one another. It also starts to build relationships, so not only with your immediate, day-to-day client contact, but people like their bosses and their peers inside their organization who can either be blockers or advocates for the search work that your client is going to try to implement.

4. Align on purpose, roadmap, and measuring success

Naturally the immersion workshop is also a crucial time for you to align with your client on the purpose of your search program, to define the roadmap for how you’re going to deliver on that search program and agree on how you’re going to measure success, because if they’re measuring success one way and you’re measuring success a different way, you could end up at completely different places.

5. Understand the DNA of the brand

Ultimately, the purpose of a joint immersion workshop is to truly understand the DNA of the brand, what makes them tick, who are their customers, why should they care what this brand has to offer, which helps you, as a search professional, understand how you can help them and their clients. 

Setting

Do it live! (Or use video chats)

So the setting for this immersion workshop ideally should be live, in-person, face-to-face, same room, same time, same place, same mission.

But worst case scenario, if for some reason that’s not possible, you can also pull this off with video chats, but at least you’re getting that face-to-face communication. There’s going to be a lot of back-and-forth dialogue, so that’s really, really important. It’s also important to building the empathy, communication, and trust between people. Seeing each other’s faces makes a big difference. 

Over 1–3 days

Now the ideal setting for the immersion workshop is two days, in my opinion, so you can get a lot accomplished.

It’s a rigorous two days. But if you need to streamline it for smaller brands, you can totally pull it off with one. Or if you have the luxury of stretching it out and getting more time with them to continue building that relationship and digging deeper, by all means stretch it to three days. 

Customize the agenda

Finally, you should work with the client to customize the agenda. So I like to send them a base template of an immersion workshop agenda with sessions that I know are going to be important to my search work.

But I work side-by-side with that client to customize sessions that are going to be the right fit for their business and their needs. So right away we’ve got their buy-in to the workshop, because they have skin in the game. They know which departments are going to be tricky. They know what objectives they have in their heads. So this is your first point of communication to make this successful.

Types of sessions

So what types of sessions do we want to have in our immersion workshop? 

Vision

The first one is a vision session, and this is actually one that I ask the clients to bring to us. So we slot about 90 minutes for the client to give us a presentation on their brand, their overarching strategy for the year, their marketing strategy for the year.

We want to hear about their goals, revenue targets, objectives, problems they’re trying to solve, threats they see to the business. Whatever is on their mind or keeps them up at night or whatever they’re really excited about, that’s what we want to hear. This vision workshop sets the tone for the entire rest of the workshop and the partnership. 

Stakeholder

Next we want to have stakeholder sessions.

We usually do these on day one. We’re staying pretty high level on day one. So these will be with other departments that are going to integrate with search. So that could be the head of marketing, for example, like a CMO. It could be the sales team. If they have certain sales objectives they’re trying to hit, that would be really great for a search team to know. Or it could be global regions.

Maybe Latin America and Europe have different priorities. So we may want to understand how the brand works on the global scale as opposed to just at HQ. 

Practitioner

On day two is when we start to get a little bit more in the weeds, and we call these our practitioner sessions. So we want to work with our day-to-day SEO contacts inside the organization. But we also set up sessions with people like paid search if they need to integrate their search efforts.

We might set up time with analytics. So this will be where we demo our standard SEO reporting dashboards and then we work with the client to customize it for their needs. This is a time where we find out who they’re reporting up to and what kinds of metrics they’re measured on to determine success. We talk about the goals and conversions they’re measuring, how they’re captured, why they’re tracking those goals, and their existing baseline of performance information.

We also set up time with developers. Technology is essential to actually implementing our SEO recommendations. So we set up time with them to learn about their workflows and their decision-making process. I want to know if they have resource constraints or what makes a good project ticket in Jira to get our work done. Great time to start bonding with them and give them a say in how we execute search.

We also want to meet with content teams. Now content tends to be one of the trickiest areas for our clients. They don’t always have the resources, or maybe the search scope didn’t include content from day one. So we want to bring in whoever the content decision-makers or creators are. We want to understand how they think, their workflows and processes. Are they currently creating search-driven content, or is this going to be a shift in mentality?

So a lot of times we get together and talk about process, editorial calendaring, brand tone and voice, whatever it takes to get content done for search.

Summary and next steps

So after all of these, we always close with a summary and next steps discussion. So we work together to think about all the things that we’ve accomplished during this workshop and what our big takeaways and learnings are, and we take this time to align with our client on next steps.

When we leave that room, everybody should know exactly what they’re responsible for. Very powerful. You want to send a recap after the fact saying, “Here’s what we learned and here’s what we understand the next steps to be. Are we all aligned?” Heads nod. Great. 

Tools to use

So a couple of tools that we’ve created and we’ll make sure to link to these below.

Download all the tools

Onboarding checklist

We’ve created a standard onboarding checklist. The thing about search is when we’re onboarding a new client, we pretty commonly need the same things from one client to the next. We want to know things about their history with SEO. We need access and logins. Or maybe we need a list of their competitors. Whatever the case is, this is a completely repeatable process. So there’s no excuse for reinventing the wheel every single time.

So this standard onboarding checklist allows us to send this list over to the client so they can get started and get all the pieces in place that we need to be successful. It’s like mise en place when you’re cooking. 

Discussion guides

We’ve also created some really helpful session discussion guides. So we give our clients a little homework before these sessions to start thinking about their business in a different way.

We’ll ask them open-ended questions like: What kinds of problems are your business unit solving this year? Or what is one of the biggest obstacles that you’ve had to overcome? Or what’s some work that you’re really proud of? So we send that in advance of the workshop. Then in our business unit discussions, which are part of the stakeholder discussions, we’ll actually use a few of the questions from that discussion guide to start seeding the conversation.

But we don’t just go down the list of questions, checking them off one by one. We just start the conversation with a couple of them and then follow it organically wherever it takes us, open-ended, follow-up, and clarifying questions, because the conversations we are having in that room with our clients are far more powerful than any information you’re going to get from an email that you just threw over the fence.

Sticky note exercise

We also do a pretty awesome little sticky note exercise. It’s really simple. So we pass out sticky notes to all the stakeholders that have attended the sessions, and we ask two simple questions. 

1. One, what would cause this program to succeed? What are all the factors that can make this work? 
2. We also ask what will cause it to fail.

Before you know it, the client has revealed, in their own words, what their internal obstacles and blockers will be. What are the things that they’ve run into in the past that have made their search program struggle? By having that simple exercise, it gets everybody in the mind frame of what their role is in making this program a success. 

Search maturity assessment

The last tool, and this one is pretty awesome, is an assessment of the client’s organic search maturity.

Now this is not about how good they are at SEO. This is how well they incorporate SEO into their organization. Now we’ve actually done a separate Whiteboard Friday on the maturity assessment and how to implement that. So make sure to check that out. But a quick overview. So we have a survey that addresses five key areas of a client’s ability to integrate search with their organization.

• It’s stuff like people. Do they have the right resources? 
• Process. Do they have a process? Is it documented? Is it improving? 
• Capacity. Do they have enough budget to actually make search possible? 
• Knowledge. Are they knowledgeable about search, and are they committed to learning more? Stuff like that.

So we’ve actually created a five-part survey that has a number of different questions that the client can answer. We try to get as many people as possible on the client side to answer these questions as we can. Then we take the numerical answers and the open-ended answers and compile that into a maturity assessment for the brand after the workshop.

So we use that workshop time to actually execute the survey, and we have something that we can bring back to the client not long after to give them a picture of where they stand today and where we’re going to take them in the future and what the biggest obstacles are that we need to overcome to get them there. 

So this is my guide to creating an immersion workshop for your new clients. Be sure to check out the Whiteboard Friday on the maturity assessment as well.

We’d love to hear what you do to onboard your clients in the comments below. Thanks and we’ll see you on the next Whiteboard Friday.

Video transcription by Speechpad.com

Heather shared even more strong team-building goodness in her MozCon 2019 talk. Get access to her session and more in our newly released video bundle, plus access 26 additional future-focused SEO topics from our top-notch speakers:

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