Images have firmly established themselves as an element of online communication but also as part of an SEO strategy. When well optimised, they can have a significant impact on organic traffic, attracting users from both image search and overall results.
Effective Image SEO not only helps to attract traffic from Google image search, but also has a positive impact on the overall positioning of the site, improving speed and user experience.
Key Elements of Image SEO
Image SEO encompasses many aspects, from technical to content. Each of these elements plays an important role in the overall image optimisation strategy. Here are the key elements:
- Image file names
- Alt tags
- Optimisation of file size and format
- Responsive images
- Structured data
- Optimisation of the content surrounding the images
Image File Names
Image file names should be descriptive and contain keywords. Instead of using default names generated by (e.g. IMG_12345.jpg), give images names that describe their content.
For example, if you have a picture of a red apple, a good file name is“red-apple-on-white-background.jpg“. Such a name helps search engines understand what the image represents, which can improve its position in search results.
Using hyphens between words in the file name is recommended, as Google treats hyphens as word separators. Avoid using underscores, spaces or special characters in file names.
Alt Tags
Alt tags (alternative text) are crucial for Image SEO. They are used to describe the content of an image for users who cannot see it (e.g. people using screen readers) and for search engines.
A good alt tag should be concise but descriptive. It should include keywords, but in a natural way, without using them excessively. For example, for a picture of a red apple, an appropriate alt tag could read: “Fresh red apple on a white plate”.
Alt tags have a dual purpose: they improve the accessibility of a page for people with disabilities and provide search engines with context about the content of the image. This is a key element in an Image SEO strategy.
Check also: https://developers.google.com/search/docs/appearance/google-images
Optimise File Size and Format
Large image files can significantly slow down page loading, negatively impacting SEO and UX. Optimising file size is key to improving page speed, which is an important ranking factor in SEO.
This can be achieved by:
- Choosing the right format – e.g. for photographs, for graphics with transparency, WebP as a modern alternative
- Image scaling – adapting the image size to the actual needs of the page
is a modern image format that offers better compression than JPEG or PNG while maintaining high quality. It is worth considering its use, but remembering to provide alternatives for older browsers.
Responsive Images
In the age of the mobile internet, images are crucial for a good user experience on different devices. Images should adapt to different screen sizes. This can be achieved by:
- Using the srcset and sizes attributes – these allow the browser to select the best image size for a given device
- Using responsive units of measurement – e.g. percentages instead of fixed values in pixels
- Use of CSS for image scaling – e.g. max-width: 100% for flexible adaptation to the width of the container
Responsive images not only improve the user experience, but also help to optimise page load speed on mobile devices, an important factor in mobile SEO.
Structured Data
Structured data helps search engines better understand the context and content of images. They can be implemented using JSON-LD code, which provides additional information about the image, such as description, location or copyright.
For example, for product photo, a Product schema can be used to provide information on name, price, availability, etc. This can help display extended search results, potentially increasing the click-through rate (CTR).
Implementing structured data can significantly impact the visibility of images in search results, especially for product images, recipes or events.
Optimising the Content Surrounding Images
Image SEO is not just limited to the files themselves. It is also important that the content surrounding the image is properly optimised. This includes:
- Using appropriate headings – e.g. H2 or H3 for image captions
- Adding descriptive captions – which provide context and include keywords
- Placing images close to related text – which helps build context
- Using keywords in the text surrounding the image – but in a natural, non-spammy way
Well-optimised content around an image helps search engines understand the context and relevance of the image, which can improve its position in search results.
The Importance of Image SEO to Your Overall SEO Strategy
Image SEO is an important part of an overall SEO strategy for several reasons:
- It increases traffic from image searches – which can be a significant source of visitors
- Improves user experience – fast-loading, responsive images increase user satisfaction
- Influences page load speed – which is an important ranking factor
- Helps build context – well-described images help search engines understand page content
- Increases page accessibility – an increasingly important aspect of SEO
Image optimisation can make a significant difference to a site’s overall SEO performance, improving not only visibility in image searches, but also the overall positioning of the site.
Image SEO Tools
There are a number of tools that can help with image optimisation:
- TinyPNG or TinyJPG – for image compression
- Google Lighthouse – for analysing page performance, including images
- Yoast SEO (for WordPress) – offers image optimisation functions
- Google Search Console – for monitoring the performance of images in search results
- Screaming Frog – for auditing images on the website
Using these tools can greatly simplify the image optimisation process and help identify areas for improvement.
5 Tips for Effective Image SEO
- Always use unique and descriptive file names – avoid generic names like“image1.jpg“
- Optimise file size – find the balance between quality and size
- Use image maps for complex graphics – this allows you to add multiple links to a single image
- Create sitemaps for images – this makes it easier for search engines to index them
- Regularly monitor image performance – use analytics tools to track traffic from image searches
Following these practices can significantly improve the visibility of images in search results and contribute to the overall SEO success of a website.
Image SEO is an important but often overlooked aspect of website optimisation. Properly optimised images can significantly improve a site’s visibility in search results, both in general search and image search
The Importance of Image SEO for Online Shops
Image SEO plays a key role in the success of online shops. In e, where customers cannot physically touch products, visual presentation becomes even more important. Well-optimised images can have a significant impact on conversion and overall shop performance.
Here’s why Image SEO is so important for e-commerce:
- Increases product appeal – high-quality, fast-loading images attract customers’ attention
- Improves user experience – responsive images adapt to different devices, improving the shoppingexperience
- Supports product SEO – well-described images help with product page positioning
- Reduces rejection rates – fast-loading pages keep customers in shop longer
- Increases conversion rate – visually appealing products are more likely to be placed in the shopping basket
Key Image SEO practices for online shops:
- Use high quality product photos – but optimise for file size
- Implement zoom and product galleries – allow customers to see the product in detail
- Use descriptive file names and alt tags – include product names and key features
- Create unique product photography – avoid using only images provided by the manufacturer
- Use structured data for products – this helps display rich snippets in search results
Implementing effective Image SEO strategies in your online shop can make a significant difference to its success. It improves the visibility of products in search results, but also the overall shopping experience of customers, which usually translates into higher sales and customer loyalty.
