Promotion in the search for pictures on the Internet
As time goes by, advertising technologies are changing, advertisers are looking for new ways to increase their visibility on the Internet. You can’t surprise anyone with website promotion based on requests and its results can be effectively supplemented. Someone is trying to improve campaigns for contextual advertising, some try to place a new banner, others come to social networks, traffic promotion is gaining popularity. More and more customers are interested in vertical image search.
What is the promotion of pictures? This is a way to increase site traffic due to traffic from the search results for images, as well as from the usual search results, which assumes that the user was looking for the image. Image search is a type of vertical search, which also includes video search, various products, services. Yandex Services can serve as a graphic illustration – pictures, video, auto, music, billboard.
Vertical search by image – search by image on the Internet (Yandex)
How it works? When a user enters a query into the search box of Yandex, Google and other search engines, the latter try to show a variety of search results that contain search results for images. For example, Yandex, for the query “edible mushrooms,” shows in the search results the image on the right, under Yandex.Direct ads.
Vertical search by image – search by image on the Internet (Yandex)
At the request of “mushrooms”, the search results for pictures in Yandex already occupy a much more favorable location – before the first place in the issue!
Vertical search by image – search by image on the Internet (Yandex)
The question arises, what is the difference then? Search engines have special algorithms that analyze how search results for images are a good answer to a search query. The main consideration is the presence in the request of words-indicators, such as “picture”, “photo”, and the history of user behavior, namely, how often they went into the search by pictures.
Thus, the results of the vertical search are located in advantageous places, and there is an understandable temptation to send users who have switched to the search for pictures, to the resource we need. This is quite a laborious task, which will pay off in the long run.
Commercial sites can use promotion in image search to increase brand awareness. A vivid example of such a solution is putting your logo on a picture or creating a special image with the name of the company, which are demonstrated by thematic requests. The result is something like a banner in the search results. Probably, potential clients will not click on your picture, but they will remember that they have seen such a company somewhere.
Another example. Online stores receive additional traffic on product cards by increasing the visibility of the corresponding product images. From the results of the picture search, the user clicks on the link under the picture, which leads him to the product offer he liked.
How to promote a site in the search for pictures?
Here are some recommendations of the Yandex Pictures service:
The search results show a link to the html page where the text description matches the query words better.
For the search we use:
captions to pictures (alt, title);
text links to images from other pages and from other sites;
text adjacent to the picture;
texts of short documents framing a single image;
names of files and scripts, including taking into account transliteration and simplified subscript translation
In general, a site that is well ranked by pictures satisfies the following conditions:
Unique images. Search engines have long learned to identify copies of images. In this case, neither resizing, nor changing the contrast of the image, nor adding frames will help. There are some tricks that still work to uniquely image, for example, mirroring or turning at a certain angle, but we still strongly recommend creating your own unique content.
If you have an online store, and taking pictures of all product names is a rather problematic task, it is recommended to scan manufacturers’ catalogs in high resolution. The presence of the image in the maximum resolution is one of the signs of the original source, but here too it is necessary to observe balance and know the measure.
The correct design of the images. When coding a code, some requirements must be observed, such as: correctly-written attributes alt, title, longdesc.
In this case, the correctly chosen text surrounding of the picture in the code matters, and a good name for the picture file contains the exact entry or transliteration (translation) of the target query. It is better to provide multiple copies of the image in different resolutions, in which case more copies will fall into the search engine index.