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Image Search

This case study explores the impact of image search optimization on site traffic, focusing on VisualDx Health. Findings show that over 7% of all searches occur in image search engines, with some industry estimates approaching 15%. Through eliminating URL parameters and adding alt attributes, VisualDx significantly improved image visibility and traffic. The study highlights the importance of effective image search strategies in educating users about medical conditions and facilitating better consultations with healthcare professionals.

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Image Search

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  1. Image Search SMX West 2009 Case Study

  2. Image Search Facts

  3. Image Search Volume • comScore numbers say that 7+% of all searches take place in image search engines. • Other industry figures have suggested the total image search volume is about 15% of all search • Difference is a lot of image search queries take place within web search

  4. Original Eye Tracking Study Source: Enquiro Research

  5. Blended Search Eye Tracking Source: Enquiro Research

  6. VisualDX HealthCase Study

  7. VisualDx Health

  8. Pictures of Skin Diseases

  9. Images Tell a Story

  10. Quick Tip • Don’t look at this site just after lunch …

  11. Basic Site Value Proposition • The images themselves • Learn about what disease you may have • Be better informed when you go to the doctor • Ask better questions

  12. The Problem May 2007 Basic Stats Image Search not a factor in site traffic

  13. 3 Optimization Steps

  14. Eliminated URL Parameters • Site used parameters on URLs • Typical URL: http://www.visualdxhealth.com/adult/poisonIvyDermatitis.htm?st=Male_1244,1249,1271, 1248,23517,1247,1246 • Parameters identify which images to show • This one is for adult, male, poison ivy

  15. Example Image Set

  16. Example Image Set 2 The same HTML page with different parameters

  17. URL Parameters (cont’d) • The underlying page: /adult/poisonIvyDermatitis.htm was referenced on site with many different sets of parameters • Purpose was to show different image sets based on Male/Female/Child selections • Led to massive duplicate content

  18. Resolution • Moved image identification process to cookies • Parameters no longer needed • Each HTML page represented by one URL • Dupe Content Eliminated

  19. Added Alt Attributes • Before: <img src=“/images/dx/webAdult/acneVulgaris_928_sm.jpg”> • After: <img src=“/images/dx/webAdult/acneVulgaris_928_sm.jpg” alt=“Picture of Acne (Acne Vulgaris) on the forehead”>

  20. Enabled Enhanced Image Search

  21. Improvement – Stage 1 Oct 2007 Basic Stats Image Search now IS a factor in site traffic

  22. What We Saw Next On December 3rd, the site was not restricted by Google SafeSearch

  23. SafeSearch Policies • You can get them here: http://www.google.com/safesearch_help.html • Key facts: • Google filters pornography and explicit images • VisualDx Health does have some explicit pictures • Google provides an appeal process • Appeal URL is in Google Webmaster Help: http://www.google.com/support/forum/p/Webmasters/thread?tid=5cb68076e74823d1&hl=en

  24. Tailoring the Message • State the problem clearly • Be direct • Don’t complain • Keep the message as short as you possibly can • Be sure you are OK with someone looking at your site • We sent our request in on December 12th

  25. Improvement – Stage 2 Jan 2008 Basic Stats Image Search now is a BIG factor in site traffic

  26. Image Visits

  27. Image Visits as % of Total Visits

  28. Thank You! Eric Enge President Stone Temple Consulting eenge@stonetemple.com (508) 485-7751

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