It is important to always be aware of how each of your prospective visitors manages information. Some are brand loyalists, some buy what their friends already own or have mentioned they would like to own, some look for the best bargain, and others just want to find what they are looking for as quickly as possible (to name a few behavioral characteristics). Depending on what you are looking for, you and your visitors probably use one or more of these strategies in both your online and offline shopping experiences. This post will help you gather prospective visitors who prefer to use images to compare information.
One of my favorite ways to shop is to see something I like in the store, write down the designer and the style, and go home and search for it on Google image search. I click on the first three images of what I want, compare their prices if they are links to a retailer, and purchase the cheapest one. I also use Google image search when putting together presentations, early stage online shopping (yesterday I looked for “blue coffee pot”) and would use it frequently to find images for projects while I was in advertising school.
While reviewing a new clients’ data in Google Analytics the other day, I noticed that they had no way of tracking if people searched for them using image search on any of the major browsers including Yahoo and Google. Their data is being tracked using Google Analytics, and there is still a lot of confusion about how GA accounts for /image traffic. I have put together a step by step guide for you here so that you can start segmenting for image search in Google Analytics. I have also included some information on how to optimize your images for organic searches. With this new segment you will have better insights into how people are coming to your site, which gives you some context for what their intent/needs are when searching you’ll more effectively be able to optimize some of your SEO efforts based on the data you find.
1. Choose Advanced Segments in your Google Analytics account.
2. Click ‘Create new custom report‘
3. Drag ‘Source’ into the ‘Dimension or Metric’ box.
4. Under ‘Condition” select ‘contains.’
5. Under ‘Value’ type ‘images.google’
6. Click ‘Add “or” statement.’
7. Drag ‘Referral Path’ into the ‘dimension or metric’ box.
8. Under ‘Condition’ choose ‘contains.’
9. Under ‘Value’ type ‘/imgres’
10. To the right of ‘Name Segment’ at the bottom of the page name your new image segment and then press ‘Save Segment’
Now that you are tracking your images, here are a few tips on how to make sure your sites images are optimized to drive the most qualified traffic to your site. Let’s see how we can optimize the image below.
1. Make sure you name your images properly. The images you use on your site are often named like this one, ‘P1000617.jpg.’ It should be named something like ’1973 Blue Jeep CJ7 in Excellent Condition’ instead. This will help blind search engines to find your beautiful image and help reinforce the meaning of what your prospects are viewing. Make sure you name your images for the people who might read them, using keyword loaded titles is a turn-off to your clients.
2. Use the ALT Tag! The purpose of the Alt Tag is to show readers who cannot view the actual image, what they should be looking at. Make sure you use them in your e-mail campaigns where display images are turned off as the norm. The ALT Tag should be proper english and can either match the title or not. In this case we could use our title or say something like, ‘Pretty blue 1973 CJ7 with a hard top.’
3. Add captions to your images. Adding captions will serve to both improve your SEO by making your image easier for search engine crawlers to find and will also add value to your prospects. By labeling your image, you are reinforcing the value of your products, your brand and your story. A caption for our Jeep image might be, ‘Thinking about buying a jeep? Check out our full line of Jeeps from Cj7′s to Wranglers here!’
4. Link your images to a relevant page on your site. Images can be a great way to acquire more wonderful and qualified traffic but if you don’t keep the scent trail strong, you will lose potential conversions in no time. Just like you need to properly link your PPC ads, you need to properly link your images.
5. Lastly, and most important to us data miners, you absolutely need to tag your images. When you tag your images properly, you can see what is and is not working with your campaigns, product pages, and scent trails. There is no point in trying new things if you aren’t sure if they are helping or hurting your business. Tag your images to improve your bottom line.
See our new optimized image here!
Do you have any tips for optimizing images? Any success stories after you started doing image tracking? How often do you use image search in your everyday life? Do you need help optimizing your images?