Let’s get visual: Shopping from within images

A little over a year ago, I published an article on the importance of data feeds as influencers of future search 😛 TAGEND

Structured data feeds front-load the search engine results pages( SERPs) with user-rich info, creating a new search experience for more personalized, localized and actionable results.

Fast forward to today, and weare seeing invention in visual shopping experiences use AI to identify an element within an image and show you similar images, similar products and where you can buy said products. From movies to local business listings and voice search results, structured data — both on websites and in data feeds — is playing a central role in moving search forward.

The search engines and retailers continue to pursue newer, better — A more structured A — ways to communicate and for consumers to take action. This includes the transformation of image search into a visual search which takes shopping to a new level, as searchers can now use images as query inputs. Itas a win-win — A searchers can easily shop related images, and retailers can reach even more clients through the ease of shopping feeds and structured data.

How visual search works for shopping

Have you ever looked at a picture, publication ad or celebrity photo and would like to know how you could find out more about a particular item? With visual image search, you are able to search, browsing, and then detect where to purchase products within a few short clicks. Hereas how 😛 TAGEND

In the example below, a Bing search has been conducted for aOscar dresses ,” and the searcher has clickedA on the “Images” tab. There, the searcher can browse through the images; if the store icon appears in the top left corner of the image, itas signaling that a retailer sells this particular item.( Note: this functionality is unique to Bing, my employer, at the moment .)

After clicking on an image, the searcher is able toA viewA an smorgasbord of related products or images. The product details are pulled from a variety of sources, ranging from the structured HTML on the page to shopping feeds. From here, users can shop similar items without leaving the image results page.

Searchers can then click on the store listing, which will direct them to retailer sites where they can stimulate purchases.

Searchers can also zoom in on scenes to search particular segments of a photo. For instance, letas say I fall in love with the belt on Brie Larsenas Oscar dress. I click on the photo in search results, then click the search icon within the photo. This allows me toA adjust the search box to zoom in on the desired area. From there, it refines the results of similar products and images.

The results return a wide array of related images, which I can then further browsing or shop.

My instances above are clothing-based because I love to peruse the web for what to wear; however, the ability to home in on an element within an image to find that product or similar products is endless. There are numerousA opportunities for retailers to have their products seem and shine within image search results, whether in fashion, newborns and children, automotive, gardening, home decor, outdoor activitiesA or sports.

[ Read the full article on Search Engine Land .]

Read more: marketingland.com

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