site architecture for advanced seo: images
DESCRIPTION
The latest web search engine image optimization and site architecture techniques for Google, Bing and Yahoo all from SMX Advanced 2010.TRANSCRIPT
Site Architecture for the Advanced SEO: Imagery
Brian Ussery Director of SEO Technology
@beussery
Agenda
-Images make good results-Image SERPs comparison-Variation in image SERPs-User behavior
Query
[how to tie a tie]
User Intent
Directions for tying a necktie
Text Result
“Start with the wide end of your necktie on the right, extending about 12 inches below the narrow end on the left. Then cross the wide end over the narrow end. Bring the wide end up through the loop between the collar and your tie. Then bring the wide end back down. Pull the wide end underneath the narrow end and to the right, back through the loop and to the right again so that the wide end is inside out. Bring the wide end across the front from right to left. Then pull the wide end up through the loop again. Bring the wide end down through the knot in front. And -- using both hands -- tighten the knot carefully and draw it up to the collar.”
- http://www.tie-a-tie.net/windsor.html
Image Result
Conclusion
Sometimes images are the best answer.
Bing SERPs
Yahoo SERPs
Google Universal SERPs
Google SERPs
[mcdonalds]
[bp oil]
Site:cnn.com
Site:adobe.com
Key
Understand enginesEngines try to align photo SERPs with instances where imagery appears to match user intent to enhance the user experience.
Elmo SERP
Big Bird SERP
Big Bird small screen
Big Bird smaller screen
Big Bird smallest screen
Other Image Sources
Key
Understand usersBecause they can do so quickly, image searchers are unique in that they tend to view a number of images.
Google SERPs Eye Tracking
*Simulation
Google Image SERP Eye Tracking
*Simulation
Key
Understand image search
Image SERP Landing Page
Image Search
How Image Search Works:
-(X)HTML Downloaded by Googlebot-Page Parsed-Discovered (href or inline)-Crawled -Classified (photo, face, b&w, adult) -Indexed -Duplicates identified (similar images treated as one (canonical)) -Ranking based on multiple signals
Notes:1.Include images in XML Sitemap2.Remove images via Googlebot-Image disallow in robots.txt.
Engine Image Analysis
Content signals:color, facial recognition, texture, layout
Attribute signals:filename, ALT
Textual signals:headings, text, captions
Quality signals:image (pixels & resolution), host (hotlink) & domain where image appears, license
XML Sitemap:Google Webmaster Central
Examples
Everyone likes images
Architecture: Image Placement
Architecture: Image Proximity
Architecture: Context
Architecture: Context
Architecture: Image Accessibility Flash
Architecture: Image Accessibility JS
Architecture: Image Dimensions
Architecture: Image Format
Format:- JPEG photos (strip meta when appropriate)- PNG for graphics- GIFs for small and animated images
31k gif 13k png 68k jpg
Architecture: Image Maps Sprite
Architecture: Image Rights / RDFa
<a rel="license" href="http://creativecommons.org/licenses/by/3.0/us/"><img alt="Creative Commons License" style="border-width:0" src="http://i.creativecommons.org/l/by/3.0/us/88x31.png" /></a><br /><span xmlns:dc="http://purl.org/dc/elements/1.1/" href="http://purl.org/dc/dcmitype/StillImage" property="dc:title" rel="dc:type">Sample Title</span> by <a xmlns:cc="http://creativecommons.org/ns#" href="Sample URL" property="cc:attributionName" rel="cc:attributionURL">Sample Work</a> is licensed under a <a rel="license" href="http://creativecommons.org/licenses/by/3.0/us/">Creative Commons Attribution 3.0 United States License</a>.<br />Based on a work at <a xmlns:dc="http://purl.org/dc/elements/1.1/" href="Sample Source" rel="dc:source">Sample Source</a>.<br />Permissions beyond the scope of this license may be available at <a xmlns:cc="http://creativecommons.org/ns#" href="Sample permissions" rel="cc:morePermissions">Sample permissions</a>.
Architecture: meta
Provide as much information as possible. -EXIF-Tags-Geo-PICS
Architecture: EXIF
Architecture: Fake EXIF
Architecture: Image Directory
Your Domain:http://www.URL.com/Adult-photos/
Hotlink:http://picasaweb.google.com/beussery/CharlesSchulzStudio#5474612209328232818
Google Webmaster Central
http://goo.gl/xzzt
Key
Think.
Back to the tie example
Text with multiple Images
Text with one Image
Checklist
1. Place images near relevant text, high up in pages and above the fold when possible.2. Implement standalone image pages with descriptive TITLEs, meta, captions, paragraphs &
headings.3. Provide engines with as much information as possible about your images without spamming
(EXIF, Geo, Tags, PICS).4. License with Creative Commons Licensing when specifying usage rights.5. Use quality photos, quality matters!6. Direct correlation between image size and speed.7. Use a directory structure that also helps describe photo content.8. Specify width and height for images in (X)HTML.9. Don’t scale images.10. Consider Sprites11. Use the appropriate optimized image format.12. Determine image quantity. 13. Think about words users use when searching and how they interact with image search.14. Don’t block quality images with JavaScript.15. Remove white space in images.16. Google Webmaster Central XML Sitemap & Images http://goo.gl/xzzt
Thank you!@beussery