Google looks a lot more colourful these days. In fact, it is starting to look a lot like Pinterest.
How does this affect our search journeys? And what does that mean for the SEO industry?
Let's take a look.
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”
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.
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.
➞