Image Intent Query Labeling

Objective
The purpose of this task is to identify whether a given query will be satisfied by an image answer in SERP
(Search Engine Result Page) results. You can use image result to help clarify the intent of the query.
These labels will help to determine whether to show an answer on the SERP, and where to place it on
the page.

Example of an image answer:

 
When selecting a label, please choose the first label from the list below that applies. For example, if a
query falls into a category for both "Implicit Intent" and "Possible Intent" label the query "Implicit
Intent"
 
Labels
1. Harmful to Show
a. Query Intent: An image answer for this query would most likely lead to harmful to show
content. This includes categories such as child pornography, graphic or violent content, gore
and medically disturbing images. This DOES NOT include adult (pornographic) content. For
more examples, please see the appendix.
b. Expected Position: n/a
2. Explicit Intent
a. Query Intent: The primary and explicit intent of the query is to find images from the
web. An image answer alone will satisfy this query in most cases.
b. Expected Position: Image answer is expected at TOP of SERP
2. Implicit Intent
a. Query Intent: Finding images is a likely intent of the query and an image answer may
satisfy the primary intent of the query. Alternatively, images are distinguishing or important
features that can support the primary intent of the query; in other words, a visual example
can help support an answer to the query.
b. Expected Position: Image answer is expected anywhere on SERP, including task pane
 2. Possible Intent
a. Query Intent: Finding images is an unlikely intent of the query and images are unlikely
to answer the query or support an answer to the query. However, relevant images would
not be distracting or detrimental to a user OR a query has likely image intent, but there are
no relevant results available.
b. Expected Position: If triggered, image answer is expected at middle of page or below.
2. Non Intent
a. Query Intent: Images cannot answer this query and an image answer would be
distracting or detrimental to a user.
b. Expected Position: n/a
 
Foreign Queries (using Latin alphabet):
When you encounter a query in a foreign language, you should put forth a reasonable effort to figure
out the intent. Issue the query on Google and Bing and see if the intent becomes obvious. You can look
at the top web results for context. If you are not sure about the intent or if it does not become obvious,
you may skip the query using the skip button shown in red circle below:

 
Judging Process
1. Determine the user intent of the query and fit it into one of the "Common Query Categories”
above, applying the corresponding label
2. If you are unable to fit the query into any of the “Common Query Categories”, provide a label
based on the label definitions provided at the start of the document.

Common Query Categories

The table below indicates the expected Query Intent label for various common query categories.
Category Expected Query Examples
Label

Visually graphic and violent content Harmful Beheading, slitting wrists

 to Show

Medical Conditions/diseases/procedures with Harmful Miscarriage, c-section, tumor

visually disturbing results to Show

Image Intent Words, including image file Explicit wedding pics, lamp pictures,
extensions but not specific file names Intent rhododendron photos, engine
diagram, heart anatomy, sign
language chart, clipart, coloring
pages, argyle patterns, playoff
bracket, halo 5 screenshot, mouth
gif, bowtie svg, printable calendar
Logos, Signs and Graphical Symbols Explicit Sony logo, Netscape sign, Recycle
Intent symbol
Memes Explicit y so srs, memes, high expectations
Intent dad
Adult and Mature Queries Implicit naked redheads, Lindsay Lohan
Intent nude
Ambiguous - primary or secondary intent is Implicit Amazon
explicit or implicit Intent

Animals Implicit Tiger, unicorn, spaniel, bottom feeders

Intent

Body Parts Implicit Arm, nose

Intent

Colors: Singular Implicit Yellow, kelley green

Intent

Comics Implicit Dilbert, xmen comics

Intent

Coupons Implicit Walmart coupons

Intent

Crafts Implicit Pumpkin turkey craft, bunting

Intent

Cultural Queries Implicit Art nouveau, Renaissance,

Intent Elizabethan era, buddhism
E-Cards Implicit Birthday e-card
Intent

Events, including historical, local, sporting, Implicit 2010 Olympics, Holocaust,

political, fashion, technical, etc.
Exercise/Fitness
Intent Cambodian genocide, JFK
assassination timeline, Libyan
revolution, Kentucky blue grass
festival, bumbershoot, Whitman
county lentil festival, Kentucky
Derby, world series, penguins vs
predators, political rally, Bernie
sanders event
Implicit Muscle workout, squats
Intent

Fashion & decorating queries Implicit hairstyles for men, trendy boys’
Intent clothing, tattoos, kitchen ideas,
landscaping ideas, house blueprints
Food: Categories, Ingredients, Dishes, Recipes Implicit Italian food, garden vegetables,
(excluding video game recipes) Intent pizza recipt
Fictional characters/places Implicit Dora the Explorer, Voldemort,
Intent Batman, SpongeBob, Hogwarts
Gardening Implicit Types of weeds, moss in lawn
Intent

Greetings Implicit Happy New Year, Congratulations,

Intent Happy Anniversary
Holidays Implicit Father's day, halloween
Intent

How-to or Instructional queries that are easily Implicit Drywall installation, tips for
described with images Intent eyebrows
Iconic Landmarks Implicit Taj Mahal, Eifel Tower, Golden Gate
Intent Bridge
Informational/Educational topics/concepts that Implicit what is refraction, what is
can be represented completely with an image Intent equivalent of 2/3
Location (except retail business), including Implicit France, Lake Tahoe, New York, Lake
addresses, postal codes, for: Intent Okoboji, Sea World, deception pass
 City/State/Countries campground, Cedar Rapids
 Tourist downtown, Pierce county, LA county
destinations/attractions/amusements map, NY subway map, where are
 Maps and Geography the Bahamas, time zones, (Seattle
 Specific Buildings (including homes) and Smith Tower, Monroe courthouse,
local landmarks by name (airports, malls, Denver airport, Columbia Center, 44
 colleges, universities, golf courses, governers way, Tulio seattle, Double
casinos, resorts, spas, gyms/fitness Tree Hotel Portland Oregon, Disney
studios, restaurants – except chains, cruise, little red day spa)
hotels)

Media Titles Specified by name Implicit Inception, arcade fire, Blackstar,

(movie/band/album/TV show/video- Intent house of cards, minecraft, the
game/book/magazine/play) hobbit, ebony, book of Mormon,
Excludes browser based web games. books about dragons
Medical Implicit Bruises, bumps, lung cancer, COPD
conditions/diseases/procedures/symptoms with Intent
visual representation and non-visually shocking
results

Natural Phenomenon Implicit Lakes, volcanos, forests

Intent

News - Photographable, including Implicit Jenny rivera plane crash, ok city

photographable celebrity news Intent bombing, marie Osmond plastic
surgery, princess Beatrice hat
Nouns - General that have visual representation Implicit Daisy, tree, rock, DNA, minerals,
Intent cloud
People - Categories of visually-distinctive people Implicit flamenco dancers, professional bull
(who wear costume or uniform) Intent riders, Roman Gladiators
People/Person Names - Celebrities/Porn Implicit Michelle Bachman, Confucius, Ben
Stars/Political & historical figures/Sports Stars Intent Franklin, Lady Gaga, J.K. Rowling
by name

People/Person Names - All others (including first Implicit Dr. Abram G. Barnett, jason bartell
+ last name, but not first name alone) Intent

Planets/Astronomy Implicit Mars, milky way galaxy

Intent

Printed Music Implicit Guitar tabs, sheet music, rhythm

Intent changes
Professions Implicit Architect, engineer
Intent

Quotes or Quote Categories or short text Implicit Friendship quotes, funny friend
suitable for image Intent quotes, family sayings, fourth
amendment, photosynthesis
equation
Shopping/Products Including: Implicit Apple computer, Wrangler jeans,
  Brand + Product Category
 Brand Names
 Brand is also merchant
 Products and product categories
 Product comparison
Intent Nike shoes, canon, Nintendo,
Porsche, GAP, Hollister, Tiffany,
outdoor grill, AA batteries,, maxi
dress, boys’ socks, canon d90,
iphone 5 vs Samsung galaxy

(If you need some help learning the difference between

brands and merchants please refer to the notes at the
end of the guidelines)

Image dominant social media profile Implicit Katty perry Instagram, hillsee flickr
intent

Sports including: Implicit NCAA, WWE, AC Milan, football,

 Athletic Associations Intent hockey, rio olympics
 Well known team, sport names
 High School, College teams
 Events

Vehicles and Boats Implicit Lexus SUV, Aircraft Carrier, Titanic,

Intent motorboat
Verbs/Action Words Implicit Rest, inventing
Intent

Visual Artists/Painters/Sculptors and their works Implicit da Vinci, Michelangelo, Banksy,

Intent mona lisa, statue of david
Visually Distinctive Emotions Implicit Happy, sad, angry
Intent

Who… Questions Implicit Who is the microsoft CEO

Intent

Written document examples and worksheets Implicit cover letters, vi cheat sheet, 2011
Intent calendar, moanin’ lead sheet, math
work sheet, crosswords, sudoku
Ambiguous – 3 or more meanings with no Possible Pals
dominant intent Intent

Clips or Scenes from videos/movies/tv Possible Martix lobby scene

shows/video games Intent

Common Given/First Names Possible Laura, James

Intent

Image File Type with no qualifiers Possible Jpg, png

Intent
Informational/Educational topics/concepts Possible stock market growth, network
where a visual representation cannot convey intent marketing, what state has the
the full concept, including “fact” queries that largest economy
have visual representation

Letters and Numbers - Singular Possible A, B, L, M, 1, 2, 6

Intent

List-able information, including schedules. Possible
Excludes ranked information. Intent
Location (except retail business), including Possible
addresses, for: Intent
 Other local and non-retail businesses
(hotel chains, restaurant chains, fitness
chains, high schools, car dealerships,
churches, hospitals, doctors office,
theatres, cinemas, nursing homes,
apartments)
Dog names, stages of grief, flaming
lips tour schedule
bellevue high school, cineplex north
Vancouver, taco john’s du quoin
Illinois, mcdonalds, double tree
hotel

Locations – Generic not specified by name Possible Mall, casino, store, restaurant,
Intent hotels near London ct
Media: [Music/Movie/Game] genres or Possible puzzles, Disney games, Mario
categories, Song titles, TV show Intent games, scary movies, electronic
episodes/seasons music, top r&b songs, country music
Medicine/Drug names Possible Demerol, lopressor, xanax
Intent

News – Partially photographable. Images cannot Possible Roger Clemens shoulder injury
convey the full story Intent

Newspapers/News Publisher Possible  CNN, wall street journal

Intent

Online Games: Specific games Possible Free solitaire on msn

Intent

Powerpoint Templates Possible  

Intent

Poems Possible  
Intent

Recommendations where visual representation Possible Best beaches, top national parks,
is important Intent best nfl uniform
Restaurant Menus Possible  
Intent
Serial Numbers Possible  
Intent

Social Media Profiles/Username Possible Karma012

Intent

Software by name (including web applications) Possible Microsoft word 2010, winrar,
Intent google docs
Song/Lyrics Excerpts Possible  
Intent

Ambiguous - No discernable intent Non Patriot boring, paint filter fire retardant
Intent

Cheat Codes and Walkthroughs Non HTF false alarm gameplay

Intent

Downloads – except images Non Download ad blocker, winrar DL

Intent

General non-photographable news Non Jobless report, severe flu season

Intent

Implicit Local Queries Non Bagels near me, local news, thai
Intent restaurants nearby
(Implicit Local Queries are defined as queries where the
user is expecting to find information/services/etc. near the
location of the user issuing the query, in these queries the
location is not explicitly stated within the query itself

Please note the difference between these kinds of queries

and queries that are asking locations near a specific
location, as the labels category they fall into is different)

Informational - cannot be represented visually Non What is tom cruise's height, chicago
Intent weather report, snoqualmie pass
road conditions, was michelle
obama a monkey, savannah georgia
to charleston south Carolina, best
tax software
Letters and Numbers - Non Singular, unless Non 123404, lassgerssdrb
obvious product intent Intent

Media Reviews Non Harry potter review, mario kart

Intent review
Movie Trailers Non Inception trailer
Intent

News - no visual intent, including visual Non Zayn malik retires, avicii cause of
descriptions of an event/news that did not Intent death, lil wayne dead 2012 news,
happen (for example, a false rumor) peta setting animal vans on fire
Navigational - Including Adult Non Facebook, yahoo mail, pornhub,
Intent amazon.com
PDF Queries Non  
Intent

School 'answers' queries (“homework answers” Non The science behind balistics and
queries) Intent firearms lab activity answers
Shopping/Products Including: Non Wal-mart ipod, sears tools, sears,
 Merchant + Product Intent directtv, t mobile, pet smart, buy,
 Merchant name, Retail Business Name review, shop for, cheap, used,
 Non-Retail Business/service vanguard insurance, sony vs dell, hp
provider/Organization that don’t make a printer manual, star alliance
photographable product
 Purchase/Evaluation intent words
 Brands/Companies/Organizations that
don't make a photographable product
 Brand comparison
 Product Manuals
 Product + Location

(If you need some help learning the difference between

brands and merchants please refer to the notes at the end
of the guidelines)

Specific File Name Non My_fave_img.jpg

Intent

Tube Queries, especially adult Non Mature tube, bbw tube, black tube
Intent

Video Intent Words Non Watch, video, vid

Intent

Notes about Adult Intent vs Illegal Intent

Adult Queries Illegal Queries
18 year old teen sex 17 year old teen sex
Sexy teen Sexy preteen
Hot guys Very young hot guys
Cuckhold porn Sandra model (this is query is essentially “code”
for illegal content featuring children)
Sissy porn
Brother sister sex
Scat porn
What are some of the important things that I need to think about/realize?
 Illegal queries would lead to image content that is illegal to have on the internet (Child Sexual
Abuse Material), but does not include queries that show something illegal in a given region
(for example, showing someone consuming marijuana where it is illegal to do so).
 Just because you find an adult query unsavory does not mean that it is Illegal.
 Sometimes Illegal queries do not look like illegal queries at first glance – it is important to be
careful and try to understand what the user intent is for the given query so that you can
provide the most accurate label.

Notes on Brands vs Merchants

Brands Merchants
Primarily manufactures products, sell their own Primarily sell products made by other companies
products in standalone brick and mortar stores, but also sometimes sell their own products
online via their own website, or via a Merchant
(online or brick and mortar) Think “Target” or “Walmart” – they sell products
made by many different manufacturers
Think “Nike” – they have standalone stores that
sell only Nike products
Where is the overlap between brands and merchants? What do I need to be aware of?
Sometimes some Merchants will have “in-house” brands that match the name of their company.

Example: REI (a merchant that specializes in selling outdoor equipment) manufactures some of their
own outdoor recreational equipment under the “REI” brand. For a query like “REI Hiking Poles” the
user might intend to look for REI Brand hiking poles or hiking polls of a different brand that REI is
selling e.g. Black Diamond.

In these cases it could be considered ambiguous as to if the intent of the user is Implicit or Non-
Image, and as per the guidance given in the main body of the guidelines we would like you to label
these cases and Implicit, as it