You can use an image as your search in Google to find similar images from around the web. It works by analysing the image you submit and then constructs a mathematical model of it using advanced algorithms. The picture gets compared to billions of other images in Google’s database and then returns similar image results. When available, Google also uses the image’s metadata, including the image’s file name and description.
Whilst this is not a new feature from Google, it has become more popular to search using an image rather than text. This makes it important to ensure that you rank just as highly in search by image or brand as you do by keywords.
Make your images an SEO masterpiece
You are likely to have an image on every page of your website, if not more. Without the proper optimisation, you are wasting a valuable SEO asset. There are a few best practice tips below to help you ‘brush-up’ your image SEO:
• Image SEO starts with the right file name. This is the first location to use your keyword. Creating a descriptive, keyword-rich file name is crucial. Image file names alert Google and other search engines to the subject matter of the image.
• Try not to solely rely on stock images as they are not unique to your business. Make an investment in getting original pictures of your team and for your case studies so you stand out.
• Select an image that helps to tell your story or complements your content’s key messages. Make sure that there is no copyright conflict with the image you choose.
• Reduce the size of the image as loading times are important for SEO too. Using a ‘jpeg’ file format is best.
• Placement of your image is key as an image surrounded by related text ranks better for the keyword it is optimised for.
• The caption of the image is one of the things that people scan and retain when reviewing your content. If you are not using captions you could be missing out on engaging with new contacts. Only use captions if it makes sense to the audience and not just for image SEO.
• If an image cannot be displayed, then the audience will still be able to tell what the image is by the alt text. Make sure the alt text includes the SEO keyword for that page and describes the image. Alt text is required for individuals that are unable to view images.
• If you are linking to your website from your social channels, it is good to have an html code set up for Twitter Cards and Open Graph.
What happens when you search for your company’s brand in Google?
If you don’t like what you see, it’s time to review your website images and follow the best practices listed. Your images should tell a story (1000 words or more!)