Optimizing for Visual Search

Tangelo Media recently posted a blog about optimizing voice search for marketing. Is it any wonder that visual search isn't far behind? Of course, the adage that a picture is worth a thousand words remains true, especially in our current world of incredibly short attention spans. Consumers expect to find what they’re looking for quickly and have no patience for marketers who don’t accommodate them. That’s why visual search is transforming how consumers discover products, with platforms like Google Lens, Snapchat Scan, and Pinterest Lens leading the field. The global image recognition market is projected to reach $53 billion by the end of 2025, driven by advancements in AI (Source: MarketsandMarkets).

As more shoppers use images instead of keywords, marketers need to optimize their strategies for this emerging trend. In fact, 62% of millennials already prefer visual search over any other search technology. (Source: ViSenze). So, how do you stay ahead of the trend? Here are some of Tangelo Media’s recommendations and examples of how various brands already optimize visual search as a part of their marketing strategy.

1. Optimize Images for Search Engines

• Select high-quality, relevant images with transparent backgrounds.

• Always add descriptive alt text and metadata.

• Ensure fast-loading images to enhance user experience.

  
  

2. Leverage AI and Image Recognition

• Implement AI-powered tools to tag and categorize images accurately.

• Utilize platforms like Google Lens to make products easily searchable.

3. Integrate Visual Search with E-Commerce

• Enable visual search features on your website and app.

• Use product tagging to improve discoverability.

• Ensure mobile-friendliness for seamless search experiences.

4. Create Shoppable Visual Content

• Utilize platforms like Pinterest and Instagram Shopping.

• Include clickable images that lead directly to product pages.

• Implement AR try-on features for a more interactive experience.

5. Focus on Visual Search SEO

• Use structured data and schema markup to help search engines index images.

• Optimize file names with keywords (e.g., “red-running-shoes.jpg” instead of “IMG1234.jpg”).

• Encourage user-generated content with visual search-friendly tags.

Now, let’s examine industry-specific applications of visual search and how marketers are leveraging it to drive engagement, improve user experience, and increase conversions.

1. Fashion & Apparel 👗👟

• Use Case: Shoppers upload photos of an outfit they like and find similar styles from a brand’s collection.

• Example: Zara and ASOS use AI-powered visual search tools to help customers find clothing items based on images they upload.

• 📊 Stat: 62% of Gen Z and Millennials want visual search for fashion discovery. (ViSenze)

🔹 Best Practice: Implement a “Snap & Shop” feature in mobile apps to make product discovery easier.

2. Beauty & Cosmetics 💄✨

• Use Case: Users can take a selfie to find matching foundation shades or try on virtual makeup using AR.

• Example: Sephora and L’Oréal use visual search combined with AR try-on features.

• 📊 Stat: The AR beauty market is expected to reach $13.4 billion by 2028. (Statista)

🔹 Best Practice: Integrate visual search with virtual try-ons to increase conversions and reduce return rates.

3. Home Décor & Furniture 🏡🛋️

• Use Case: Customers can take a picture of a room and find similar furniture or décor items that match their style.

• Example: IKEA Place app allows users to visualize furniture in their space and shop directly.

• 📊 Stat: 55% of consumers say visual search makes furniture shopping easier. (Pinterest)

🔹 Best Practice: Use 3D product images and AR to help customers visualize items in their homes.

4. Automotive 🚗🔍

• Use Case: Users can snap a photo of a car they like and find similar models or parts.

• Example: Google Lens allows users to search for car models by taking a picture.

• 📊 Stat: 47% of car buyers use images to research their next purchase. (Cox Automotive)

🔹 Best Practice: Optimize vehicle images with clear tags and searchable metadata for easier discovery.

5. Retail & E-Commerce 🛍️📦

• Use Case: Shoppers can take a picture of any product to find it or similar items online.

• Example: Amazon StyleSnap allows users to search for clothing by uploading photos.

• 📊 Stat: Visual search is projected to drive $40 billion in retail revenue by 2025. (Gartner)

🔹 Best Practice: Use AI-powered recommendation engines to suggest visually similar products.

6. Travel & Hospitality ✈️🏝️

• Use Case: Travelers can take photos of landmarks, food, or destinations to get recommendations.

• Example: Google Lens lets travelers scan hotel images and book accommodations instantly.

• 📊 Stat: 63% of travelers prefer image-based search for trip planning. (Expedia)

🔹 Best Practice: Tag images with location-based metadata for better visual search indexing.

7. Food & Beverage 🍕🥂

• Use Case: Users can snap a photo of a dish to find recipes, nutritional information, or similar restaurant items.

• Example: Pinterest Lens helps users find recipes by scanning meal images.

• 📊 Stat: 80% of Pinterest users search for food inspiration using images. (Pinterest)

🔹 Best Practice: Use high-quality images and SEO-friendly descriptions to improve visual discoverability.

8. Healthcare & Wellness 🏥⚕️

• Use Case: Patients can take pictures of symptoms (e.g., skin conditions) and get medical information.

• Example: Google Lens helps users identify skin conditions and find relevant treatments.

• 📊 Stat: 70% of consumers are interested in AI-powered visual diagnosis tools.

(Accenture)

🔹 Best Practice: Optimize health-related images with educational tags for improved AI recognition.

Summary

Visual search is revolutionizing how consumers find information and buy products. Images appear in 22.6% of Google search results, highlighting the importance of image SEO. (Source: Moz) By optimizing images, leveraging AI, and integrating with e-commerce, brands can stay ahead in the competitive digital landscape. As adoption grows, marketers investing in visual search will gain a significant edge. For SMBs, this may seem like too much to take on as a major project, but you can still follow some of the best practices such as using structured data to help search engines index images and optimizing file names with keywords. Start with the basics and build from there!