Semantic Photography: Low Hanging Fruit to Increase Google Local Conversions
Google is placing increasing emphasis on visual search. This presentation talks about how to scale a photographic effort for multiple locations.
In May of this year, at Google Marketing Live, Google VP Jerry Dischler proclaimed, “We’re transforming the SERP into an endless stream of visual ideas."
This transition to highly visual search results has been taking place over the past six years or so, to the point where images now comprise as much as 36% of the pixels on a search results page.
In this video capture you can see the many visual elements that Google has included in this typical local search for "Breakfast, NYC."
Google's transition to more visual local search results creates tremendous opportunities for visibility and conversions. But like everything the "AI-first" Google does, it also creates challenges for both moderation and how to scale a photographic effort for multiple locations.
In a presentation for the recent SIINDA conference in Florence Italy, I discuss the good, bad and the ugly of dealing with local photographs at scale and how to implement Semantic Photography for the Win.
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Related:
The Visual Future of Local Search
- Part 1- Images are playing an increasing role in mobile local search Google has increased the space allocated to images over the past 5 years
- Part 2- How Google's Image AI is shaping search results and matching images to the search query
- Part 3- Case studies showing the impact of images on rank & conversions + how to take advantage of the image landscape for your local SEO