Google recently reported in its Inside Search blog that it has made improvements to its search by image tool that will improve the accuracy of results and help those using the tool find the right information. It will also help marketers producing original visual content get the credit (and traffic) for branded graphics and images shared across the web.
The launch of the Knowledge Graph and general improvements to search as a whole will help Google process an image more effectively and find context within images. As Google continues its move to make its service more effective, processing results with a focus on context and user intent is critical to search’s evolution.
According to the blog post, Google has found that consumers typically use Search by Image to locate the origin of a photo. For those using content marketing with a focus on infographics and other visuals, more contextual search will improve the ability of Search by Image to drive relevant traffic.
Visual content’s value to a website is growing as search engines become smarter. Previously, images of any kind offered minimal SEO value, which often meant they were left out of content marketing campaigns that aimed at driving search visibility on top of user engagement. However, improvements by Google to standard search and its other search tools have made them increasingly valuable, especially in terms of positioning a brand as a thought leader.
Brafton recently reported that content marketing campaigns that include different forms of visual content result in 47 percent more engagement than those lacking photos, infographics or other visuals.