How Google Lens is Getting Your Products Found Online

How Google Lens is Getting Your Products Found Online

Google is constantly innovating and testing new features, and augmented reality (AR) is a hot topic right now.

You might think of AR as a way to make digital images appear in your living room. But Google’s visual search technology for Android, Google Lens, does a lot more than that.

It enables you to bring your physical environment into the digital world.

What Is Google Lens?

Google Lens is an image recognition technology that allows users to interact with real-world objects using their phone’s camera.

Using AI, Google’s technology interprets the objects on your phone camera and provides additional information. It can scan and translate text, see furniture in your house, and help you explore local landmarks.

Google Lens is integrated directly into the camera on some phone models. If it doesn’t come pre-loaded on your device, there’s also an app you can download from the Google Play store to try it out.

Uses of Google Lens

Have you ever been traveling and wished you could read that train ticket in a foreign language? With Google Lens, just hover your phone camera over it, and it will translate the text for you.

You can also use Google Lens to learn about your environment in other ways. If you point your camera at a nearby landmark, you’ll see historical facts and information about opening hours. If you use it on an animal or plant, it can identify the type of flower or the breed of dog.

When eating out at a restaurant, you see which items on the menu are most popular (this information is pulled from Google Maps). Students can even use it to help them with their homework: if they hover over an equation, they’ll get a step-by-step guide to solve the problem.

But one of Google Lens’ most exciting applications for marketers, and the one I’m going to talk about today, has to do with online shopping.

Say a user is browsing on their phone and sees a sweater they like.

Rather than typing a long query into Google (“brown sweater, zig-zag pattern…”), the user can tap and hold the image, and Google Lens will find the same item (or a similar one), so they can buy it.

The app also provides style tips and ideas about what items to pair with the sweater. The recommendations are based on AI’s understanding of how people in fashion photos typically wear similar clothing.

Before the shopping feature came out, users could already search for clothing by taking a screenshot and opening it in Google Photos, or by pointing their camera at a physical item in a store. Long clicking on an online image for an instant search just makes the whole process easier.

In the future, Google plans to make AR showrooms available, so shoppers may soon be able to try on clothes at home virtually.

How Can E-commerce Businesses Optimize for Google Lens?

Once SEOs experiments with the long click search, we’ll gain some more insights into what works and what doesn’t with that specific feature.

But we know a fair bit since Google Lens and image search have been around for a few years.

Here’s what you do if you want to optimize for Google Lens:

Get Your Products to Appear on Google Lens

Before we get into specifics about image optimization, you’ll want to make sure your product listings show up on Google. So how do you do that? With product listings.

Product listings on Google are free. You can also run a paid campaign on Google Shopping if you want, although Shopping now offers free listings as well.

If you take advantage of Google’s free product listings, your products will show up in Google Search, Google Images, Google Shopping, and Google Lens searches. However, they need to follow Google’s policies, and you’ll need to do one of the following two things:

  1. Open a Google Merchant Center account and create a feed to upload your product data
  2. Integrate structured data markup onto your website

Google Merchant Center

Google Merchant Center lets Google know more about your products, so they can list them in search.

Here’s how to sign up for Google Merchant Center:

Go to Google’s Merchant Center homepage and sign in to your Google account.

Click “Sign in to Merchant Center” in the dropdown menu.

Then, enter your business’ name and information.

Scroll down, and fill in more information about your checkout process, tools you use, and whether you’d like to receive emails.

When you’re finished, agree to the Terms of Service and click “Create Account.”

Once you’ve created your account, don’t forget to add your products.

You can do this by creating a product feed. On the home screen of your new account, click “Add product data”:

You can then choose to add individual or multiple products.

Structured Data Markup

If you don’t want to use Google Merchant Center, you can still get your products to show up on Google Lens and elsewhere. However, you’ll need to add some structured data markup to your website. (In fact, I recommend doing this even if you do use Google Merchant Center.)

Structured data markup is code snippets added to your HTML that help Google better understand information on your website. Schema.org annotations are the most commonly used markups for SEO.

For example, Schema can tell Google that a specific page is a recipe, an article, about a local business, or an event.

To implement Schema.org markup, you’ll need access to edit the HTML on your site.

Google provides a helpful support guide on setting up structured data so that your site is compatible with their Merchant Center.

If you use WordPress, there are also several Schema markup plugins.

Once you’ve added the code, use Google’s Structured Data Testing Tool to make sure Google understands your markups.

Follow Google Image Optimization Best Practices With Google Lens

Google Lens technology is similar to Google’s reverse image search, but with a more sophisticated use of AI. A lot of the same principles that apply to regular image optimization for SEO also apply when you’re optimizing for Google Lens.

Image Size

Large images that load slowly (or not at all) can hurt your SEO (as well as making your website less user-friendly).

Since e-commerce websites tend to have many images (as they should!), loading times are particularly important.

Use a compression tool like Compress JPEG or Compress PNG to shrink your images.

Label Images and Add Keywords

Make sure to use keywords and descriptive language wherever you can, for example in image titles, ALT text, filenames, and EXIF data.

Add image titles and ALT text via the HTML of your website, or using your content management system (like WordPress or Squarespace).

EXIF data can be edited locally on your computer. This data adds more in-depth information to your photo, such as the time and date it was taken and what camera was used.

Although machine learning tools like Google Lens rely more on image recognition than text when executing a search, adding clear and relevant information to your image can improve SEO and user experience.

Use High Photo Quality and Visuals For Google Lens

Another way to optimize for Google Lens is by providing crystal clear product images.

If someone long clicks on a brown sweater in a photo, and that sweater is a product you sell in your e-commerce store, you want your product to come up as part of their search. To do that, Google needs to understand the brown sweater you’re selling is the item the searcher is looking for.

Look through your website and replace any images that are blurry, cropped oddly, or don’t fully show items.

Ideally, you’ll want to use high-resolution images taken on a professional camera while balancing quality with file load time. Opt for a high-quality file format like .PNG or .JPG.

Google Lens vs. Pinterest Lens

Google Lens isn’t the only game in town. Pinterest offers a similar feature, called Pinterest Lens.

Just like Google Lens, Pinterest Lens allows users to shop for products from third-party retailers. Users can take a photo, upload one, or hover over a physical item with their camera to use the feature.

So what’s the difference between Google Lens and Pinterest Lens?

On Pinterest, there’s a lot of action going on inside the Pinterest app. Unlike the all-pervasive Google, Pinterest is a specific ecosystem with its own Verified Merchant Program and internal search engine.

If you want to optimize your brand for Pinterest Lens, make sure you have a Pinterest business account, get your products onto Pinterest using Catalogs, and join the Verified Merchant Program.

Otherwise, many of the same rules apply as with Google Lens. To get found in Pinterest Lens, optimize your images by adding keywords in the filename, title, and ALT text, and ensure photos load fast and are high quality.

What Does Google Lens Mean for Marketers?

Advances in Google Lens search aren’t just changing the nature of SEO. They also represent a significant shift in the way people look for products.

Nowadays, if you want to shop online, you might go to an online store and type in a specific search term. When you’ve found what you’re looking for, you’ll check out and go back to whatever you were doing before.

But with Google Lens, every minute you spend online becomes a potential shopping experience. While you’re busy looking through social media posts, reading blog articles, or messaging friends, you might spot an item you like and start casually browsing through products.

Tech journalists have viewed Google’s focus on improving the Shopping and Lens experiences as part of a broader strategy to compete with Amazon… and they’re probably right.

Google wants people to spend more time in Google search and less time browsing e-commerce websites.

If you’re a marketer working in e-commerce, this is big news. It means in the future, fewer people might be visiting your website directly by typing it into the address bar. Instead, they may arrive directly via channels like Google Lens or Pinterest Lens.

In the future, we may see brands investing more heavily in strategies like product placement as part of their marketing. If tons of pictures of a famous person using your product are floating around the web, people could then easily seek that product out directly with a Lens search.

Conclusion

Google is always innovating and creating new and different ways to search. Google Lens is the most recent example of the search giants’ constant growth.

For e-commerce retailers, this new technology should not be ignored as it could very well be the future of image search.

As marketers, we’re expected to pivot rapidly as technology changes, and Google Lens is no exception.

Have you heard about Google Lens or Pinterest Lens? What are your thoughts about this way of searching?

How to Make Money Vlogging: Your Ultimate Guide to Getting Started

How to Make Money Vlogging: Your Ultimate Guide to Getting Started

Blogging is still an incredible way to make money online but they’re not for everyone. Let’s face it: some people love putting together words on a post and slowly building up the page count. Some people remember high school English classes and get a deer in the headlights look. Vlogging is another popular option. This can be a great idea for someone with natural charisma. Or just anyone more comfortable speaking rather than writing.

Vlogging is short for “video blogging.” While this technically refers to any type of consistent video uploading for an audience, YouTube will be the most common platform. This is why many people use YouTuber as a synonym for vlogger. It’s worth keeping in mind that there are other video platforms like Vimeo that can pay – and even social media video platforms could technically count.

Vlog styles can vary greatly. Many involve an individual or small team that work the same niche together, talking to the camera like their audience are right there. However, there are also vloggers who use whiteboards, animation software, or even screenshots & Power Point presentations to consistently share information about their niche.

While there are many ways to make good money vlogging, it’s important to learn as much as you can early on to pick a smart video creation strategy. Read on to learn basic and detailed plans for how to make money vlogging.

Why Aimless Vlogging Doesn’t Work

One of the most important first steps is to make sure you have the right idea of vlogging in mind. When it comes to how to make money vloggging, it’s important to understand that some styles work and some don’t. At least when it comes to getting enough interest and attention to get paid. The old idea of vlogging where you just sit down and talk about whatever you want doesn’t work. To be blunt: unless you’re already a celebrity nobody cares.

Vlogging in a way that will make you money means finding a niche, creating great content, and preparing for long, steady, grinding work.

Picking a Niche & Creating a Brand

What topic are you going to be creating video blogs about? You need to approach this the same way you would be doing keyword research for a written blog. Think carefully about this step. While having a good following on a video channel can sometimes allow you to branch out later, even then it’s best to stay in a related niche.

You might be tempted to look at what niches pay the highest amounts in display ads or for affiliate products, but that should not be the main factor you look at! A major part of doing well as a vlogger is the ability to connect with the audience and come across as trustworthy & passionate.

This is why vloggers should look at subjects or topics that they love. What is something you could talk about for hours? What type of subjects or topics are you already an expert in? Or willing to put in the time and work to become an expert in?

This should be the biggest factor in picking a niche. This needs to be something you’re willing to put the long game into.

If you’ve never spent any time outdoors, you should do that before trying a fishing, hiking, or camping niche. If you have no experience with making money or side hustles, you should avoid trying to compete in that field. Many successful vloggers making good money started as relative beginners, but they already had some experience and passion before starting.

If there’s a niche where you can provide an interesting angle that’s even better.

While you begin with creating great content, think about your brand. Are you naturally funny? Have a gift for making complicated things seem simple? Going to go deep into the facts and comparisons? Use natural charisma?

You don’t need to know who you are going to be on camera right away when you start. Your vlogger style will develop over time. As you become more comfortable in front of the camera and see what your audience responds well to, you’ll naturally evolve.

This is still something you want to keep in mind early. Be flexible, but remember that even if a lot of your pull as a vlogger ends up being personality based, you still need to see yourself as a brand. Because as a video blogger that is exactly what you are.

Creating Quality Content

No one wants to waste their time with crappy content. Making really great content needs to be the absolute backbone of any plan if you want to make money on YouTube, Vimeo, or any other video platform.

Be Consistent and Be Patient

A dead channel is never going to take off, and very few channels see early success in the first few weeks or even months. Making money vlogging requires a lot of faith during the early part of the process. Faith that the work will pay off even when you’re not seeing early growth. Faith that all the work behind the scenes will pay off. Even more faith that all the stress will be worth it.

Remember that you need to be consistent. If you’re vlogging to become a paid YouTuber then you will find out that YouTube’s algorithm definitely rewards consistent (frequent) posting. Show that you’re serious about your channel by consistently putting out great video content and they will give your videos more chances to be discovered.

Being consistent is just important to succeed in any method of making money online. You can’t win after you give up. While there are some very rare examples of people who can post infrequently and still bring in some serious money those are outliers. Most of the time they built up with more consistent posting, as well. It’s also safe to say even those who can get away with doing that would be even more successful as vloggers if they put out more consistent content.

The second part is to be patient. Putting out videos on YouTube is a lot of work. Planning video topics, writing scripts, and editing video footage all takes a lot of work. In the beginning even this can seem exciting but it will become a grind.

Also keep in mind that as much as you may want to shoot out your videos everywhere you may find you just don’t have the time. Early on the grind means you may have to focus on one video platform. For most that means the best chance to make money vlogging is with YouTube. If you can only focus on one channel that is likely where you want to go.

This is a process. No one becomes a vlogging giant overnight. That means a long-term commitment to getting to your vlogging income goals. If you can be patient, be consistent, and stay with it while putting out great content you’ll be ahead of 90% of the competition out there.

Traditional Means of Vlogging Income

Professional Camera Setup

There are several options when it comes to making money as a vlogger. In fact, once you grow a large devoted audience, you might be amazed by just how many options you really have. This section dives into the more basic or traditional ways to start making money on YouTube.

YouTube Ads

YouTube ads are one of the most common ways of making money from YouTube. There are many vloggers who make serious five or six figures a month doing this, with many more making thousands a month on smaller channels. You only have to search “how much do you make on YouTube” to get pages upon pages of video results.

Many vloggers are very open about how much they make once they start getting some traction. It’s worth taking a look at a few of these if you are looking at different channels or niches.

There are several options for running YouTube ads, with some advanced strategies in the next section to get the most out of your YouTube vlogging income.

The main thing to know is that this isn’t available to everyone starting out. In order to qualify a vlogger must have at least 1,000 subscribers and 4,000 total watch hours of time on their channel from the last 12 months.

This is why consistent video creation of high quality videos is so important. Before you can begin monetizing through their basic ads you need to prove you can get that initial following. Once you do that, you can make money with YouTube from Google AdSense ads they provide!

Affiliate Marketing

Affiliate marketing is another popular option to make money as a vlogger. This can come from promoting products you trust in the videos themselves. There are many vloggers who make a killing focusing on individual product review videos.

There are also many vloggers who focus on their niche content and use videos to push traffic to an affiliate website they own. The other option is to just focus on the niche but include some appropriate affiliate links in the video descriptions.

Many travel vloggers on YouTube do this, including affiliate links to their camera gear, travel gear, or even video editing software.

There are many great ways to fit affiliate marketing into almost any niche – but make sure to do it intelligently. Don’t spam everything that comes along or anything unrelated. That’s how you lose any following you have managed to gain as a vlogger. Make the offers relevant and useful to your audience.

If you do that, you’ll make a lot more money as an affiliate vlogger. You will also be much more trustworthy in the eyes of your audience!

Take a look at Income School’s Project 24 for a great program on affiliate marketing that also has an impressive section devoted specifically to YouTube.

Sponsored Videos or Paid Content

There are many brands looking for trustworthy online spokespeople for their products. This could be a partnership that results from reviews you’ve already done as a vlogger. You may also find surprising success with outreach attempts, as well.

Early on many new, small, and medium sized brands are eager to work with niche bloggers and vloggers who have a dedicated audience. Many companies struggle with getting their advertising or message in front of the right potential customers who are interested. This is where a vlogger with a strong following can be a very appealing partner.

There can be some very good money from paid content or sponsored videos. That being said, it’s crucial to always be up front about any partnership or sponsored video.

Selling Merchandise

This won’t be a viable option for everyone, but for some people it can be a great source of vlogging income. Selling merchandise often means custom shirts, mugs, specialty items related to your niche. This Niche Pursuits post on the best way to sell t-shirts online shows how viable merchandise (or “merch” for short) can be.

While not likely to be your biggest money maker except for a couple specific niches, it’s worth keeping in mind.

Patreon

The idea of supporting content creators you enjoy has really caught on. Many content creators not only make money vlogging but also have a Patreon where they create original videos only for monthly Patrons. Some include extra photos, shout outs, credits, or a variety of other benefits depending on the niche.

This can be a great way to get a steady monthly income of support from your biggest fans and strongest supporters. Patreon has worked as a great source of side income for many different styles of video blogging.

This is free to setup as Patreon and it is an easy thing to promote, making it a great way to build a relatively steady and easy income stream.

How YouTube Ads Work

YouTube ads are basically video AdSense for videos. These only come available once a vlog channel has reached the two main traffic thresholds:

  • Have 1000 subscribers on YouTube
  • Have had 4,000 total cumulative hours of viewing time on all your videos over the past 12 months

Once a vlogger’s YouTube channel reaches these milestones then YouTube invites them to be part of the partner program. This allows for a wide array of video ads that can be added to every video, generally at the beginning.

Pre-roll ads can be twenty second “must play” ads or ads that allow the watcher to skip after five seconds. Longer watch times mean more payment, but it can turn many visitors off to be forced to watch the full ad before seeing a video so that’s a decision that individual vloggers will need to make. The balance for each niche or each channel between revenue from ads and keeping the audience happy can vary.

There are also in-stream ads, bumper ads, and in-display ads. Each creates a different type of ad and pays differently based on either views or actual interactions like clicks. YouTube goes into more detail on each of these although it’s worth noting for vloggers who can do longer quality content, there’s a reason why length of videos matter.

Longer videos (10 minutes or more) allow for YouTubers to put ads in the middle of a video. If a viewer has invested 10 minutes into your video, chances are they will watch the entire ad to get the finish of video. That makes these ads particularly valuable.

The Technical Side of Making Money with YouTube

While not much equipment is needed to get started, it is important to think about the technical tools that you will need as a professional vlogger over time. If you have nothing else, start with a decent smartphone camera, use some free video editing software like Open Shot, and get going with just getting started.

If you’re going to be the focus of your videos you may even be able to use your laptop’s built-in webcam if it is advanced enough.

While those are acceptable solutions for beginning vloggers who aren’t making a lot of money yet, better equipment is important.

The exact equipment needed will depend on the blog. A Gimble or GoPro matters much more for someone who is going to be moving or walking frequently. These aren’t important if you’re only filming in a home studio setting.

Lights work the other way. If you are shooting at a home office or studio you will want to check out stationary lighting options. That doesn’t make sense if you’re doing a livestream walking the Las Vegas Strip, for example.

However a short list of equipment worth looking at as your vlogging money grows:

  • Video Camera or multiple cameras (double check that it’s a good vlogging camera)
  • Lighting
  • Any portable camera or devices to help with portable filming
  • Video editing software
  • Microphone
  • Tripods
  • Computer dedicated specifically to video work

You shouldn’t let this list keep you from getting started. These are all very important tools. However, it’s better to start with sub-optimal equipment than not get started at all.

As you start vlogging and get used to making videos and handling the technical side of things, you’ll figure out naturally what you need. Whether a better camera or more versatile software. This is all part of the process of building your vlogging brand.

How to Avoid YouTube Penalties & Demonetization

This can be a major issue in YouTube. There are certain niches that are more prone to these issues than others. There are also some general guidelines that let video content creators know what they need to avoid to steer clear of these issues.

Keep in mind that checking YouTube’s Creator Academy every so often is a good idea since these guidelines can (and do) change. This was a big issue in 2017 in what was referred to as the first “Adpocalypse” as many channels were demonetized.

Many for legitimate reasons. Others, like outdoor survival pages, were informed hatchets and survival knives were weapons instead of tools and demonetized. Some of these managed to get videos back, others never recovered.

The most important step any vlogger can take is to start with reading the YouTube rules and understanding what the easy icebergs to dodge are. Avoid displaying weapons. Avoid massive amounts of swearing (even when bleeped out). If you have anything PG-13 or higher, let YouTube know your channel is not for kids. If you mark your channel as for kids, keep it that way. You want things squeaky clean.

Avoid copyrighted materials, don’t plagiarize (you should never do this for anything anyway), and avoid the obvious red flags that are going to get you penalized.

The far majority of vlogging content creators who follow these rules are going to be okay. If you find yourself drawn to a niche that requires a lot of “fair use,” then you’ll want to do you research to see if your idea is viable or if the headaches are worth the effort. Reach out to some smaller to mid-sized channels in the niche you want to get some feedback.

Many are very open to offering advice and/or help. Make a good impression and you might even get a future collaboration out of it!

Getting More Income from Vlogging

Basic ads, sponsored videos, affiliate marketing and merchandise are all great options for making cash from vlogging. If you limit yourself to that, you won’t be making the most of a growing loyal audience. A major part of getting the most out of your efforts involves the focus on being a brand.

Website Affiliate Marketing Connection

There are many online video content creators who only produce on YouTube, and that’s normally a huge mistake. Having a quality website that goes hand-in-hand with your YouTube channel does some really good things. This gives a place you can push affiliate programs harder for individuals who want more information on what you’re promoting.

This also builds authority. Not all marketers think of YouTubers as being on the same level as an accomplished affiliate marketer, or many internet marketers in general.

By having both a good looking website built for branding and affiliate marketing to go with a healthy following as a vlogger you get the best of both worlds. This solidifies you as a savvy online business authority instead of “just” a vlogger or YouTuber. This also creates more streams of income, as well as more places to send traffic.

The website can help with promoting the YouTube channel, while your videos in turn can also promote the blog once again in turn.

In other words, it makes sense to think long-term strategy. While you may have a basic website early on, make sure it’s a good looking website while you put that energy into your vlogging videos. Making sure to promote both will make you far more money in the long run.

This also opens up more doors and makes some of the following money-making ideas for vloggers more likely to succeed with a website to back them up.

More Ways Your Vlog Channel Can Make Money

Dropshipping is more often used by website owners, but it can work well for vlogging in the right circumstances. If you’re looking at dropshipping products that you know are profitable, why not make review videos that you know can rank for those product keywords?

The Instant Ecommerce course can help you get started with this, and opens up some serious revenue when done correctly. This can even open up creating your own product brand, using dropshipping to fulfill those orders. The website-vlogging video combination here can be incredibly powerful.

Creating Paid Courses

Creating a paid course is a fantastic way to further monetize. Whether this is showing others how to follow your footsteps in becoming a successful vlogger or focusing on what you do (travel, arts, woodworking, etc.), paid courses can be a powerful way to earn more from your vlogging.

This requires some proven success. If you’ve built your brand well and have a loyal following, you also have a group of followers who are going to be interested in whatever you have to offer.

Creating paid courses is often a “down the line” way of monetizing for beginning video bloggers but it isn’t one that you want to ignore.

Stock Photo & Video Sales

Depending on your niche, you can sell stock photos and stock video. This is only going to apply to certain niches. But if you’re looking at making nature videos or travel videos then this could be in high demand. Stock photos can be sold through Adobe Stock Photos, while you can look at selling bits of film that others can use in the same way at places like Story Blocks.

Promote Yourself Like Crazy

YouTube subscribe button

This is a step that comes naturally to some people, but is much more difficult for others. Sharing a video of someone who has a million followers is one thing but sharing your work when the views are in the low double digits can be difficult for many people.

Even if you’re an introvert, you need to promote yourself. If you have faith in the quality of the videos you’re creating then promote it. Push out of your shell and be a champion for your content. That not only gets you attention you need but also gives you motivation to make sure you keep making only the absolute best vlogging content.

Some people won’t like it or won’t care. That’s fine. You’re looking for the audience that is going to love your stuff. Even in the videos, ask for that subscription.

Those numbers matter and you will get more people to subscribe when you ask. Especially if your videos deliver the information that the viewers are looking for.

In Conclusion

There are many ways to make money as a YouTuber. While the words may change (vlogger vs YouTuber) that doesn’t change the fact you can still star a video blog with minimal gear and start getting paid for your videos.

Follow the information in this article, keep an eye on the long-term, and continue to consistently create new videos and you will build a vlogging career you can actually make a living off of. The journey of how to make money vlogging isn’t complicated, but it requires work and dedication.

By Shane Dayton

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