How to optimize photos and drive traffic from image search

Visual content attracts the attention of users to publications, allows you to transfer information faster and increases the readability of materials. In addition, it serves as an additional source of organic search traffic.
In order to attract visitors from image search, a marketer must optimize photos and page elements. These actions not only generate traffic, but also increase the speed of loading the site and improve usability.
Size matters
Programmers try to create the most functional applications using the minimum amount of code. Designers achieve the visual attractiveness of the site without overloading it with unnecessary graphic elements. Using photographs to visualize publications and attract traffic, a marketer should use the smallest possible size of images without compromising on the quality of perception.

Visual content attracts the attention of users to publications, allows you to transfer information faster and increases the readability of materials. In addition, it serves as an additional source of organic search traffic.
In order to attract visitors from image search, a marketer must optimize photos and page elements. These actions not only generate traffic, but also increase the speed of loading the site and improve usability.
Size matters
Programmers try to create the most functional applications using the minimum amount of code. Designers achieve the visual attractiveness of the site without overloading it with unnecessary graphic elements. Using photographs to visualize publications and attract traffic, a marketer should use the smallest possible size of images without compromising on the quality of perception.
The size of the photo does not directly affect the position of the resource in the search for images. However, too large images reduce the page loading speed. And search engines take this indicator into account when ranking sites in the overall search results. Download speed is even a critical ranking factor when it comes to driving mobile traffic .
However, in no case should you reduce the essence of photo optimization to reducing their size to a minimum. When publishing photos, decide how small the photo can be without losing the visual appeal of the page. Bing, Google and other search engines value aesthetic publications. At the same time, they make sure that in pursuit of aesthetics, sites do not become very heavy.
Do not look for a universal recipe that will help you once and for all determine the appropriate size of the photo. The page loading speed depends on a number of factors, including CMS features, speed of work and current load on the server, etc. Therefore, the marketer must choose the optimal image size for each site.
You will need the following services to check page loading speed and automatically resize photos:
Google Page Speed Insights . The largest search engine in the world has developed this service to help webmasters control page loading speed.
A free set of tools to reduce the size of the photo to increase page loading speed. After determining the optimal photo size for your site, proceed directly to the search engine optimization of images.
How much does an optimized photo cost
According to a proverb, one picture is worth a thousand words. However, this rule only works if users see this image on the SERP page. In addition, the price of a photo rises if it helps to promote the business as a whole.
Imagine a law firm website. In your opinion, will the organization of this profile be able to benefit from promotion with the help of pictures? Or will she just spend time and money to put a tick in the marketing plan and report to the investor about using the fashionable promotion method?
Now imagine a resource that makes money on traffic, for example, sells banner ads with pay-per-impression impressions. This site is interested in attracting traffic by almost any means. Attracting users through image search, the site owner actually exchanges the ability to view and copy unique high-quality photos for viewing ads.
If you decide that promoting with the help of photos will benefit your business, start search engine optimization of images. Pay attention to the optimization components listed below.
Photo uniqueness
You are unlikely to get into the top of the search results in pictures if you use replicated photos from photo banks for promotion. Search engines usually don’t put in high positions in the issuance of sites that copy other people’s content and do not offer users added value. This is true for all types of content, including images.
The use of non-unique photos can especially hinder the promotion of online stores. Having published the product image borrowed on the manufacturer’s website, they can hardly count on a place in the top of the issue. The fact is that hundreds of other stores have probably already published the same photos. If you want to attract visitors from the image search, use unique photos.
Please note, the honored engineer of Google Matt Cutts claims that the use of images from photo banks does not adversely affect the position of the resource in natural output. The largest search engine pays attention to the quality and value of the content as a whole.
Photo Title
When publishing photos, correctly name the files. For example, if you share the image of a Samsung Galaxy Note 10+ smartphone with users, it is logical if the file with its image is called jpg
Search engines use file names to determine what is shown in the pictures. It is beneficial for you that Bing and Google understand that the photo shows Samsung Galaxy Note 10+, and not some kind of abracadabra.
Alt attribute
Many marketers are aware of the importance of the alt attribute, but most experts misuse it. They strive to enter as many keywords as possible into this attribute.
Please note that the alt attribute forms a description of the image that is displayed on the page if the photo does not load for some reason. Therefore, try using 4-6 words (125 characters) as accurately as possible to indicate what is shown in the photo. Enter a keyword in the alt attribute if this can be done naturally.
For example, if you publish a photo of the aforementioned smartphone, you can enter the following in the alt attribute: smartphone Samsung Galaxy Nexus (black). Imagine what your page will look like if the user instead of the photo sees something like buy a smartphone inexpensively in Moscow.
Title attribute
This attribute is responsible for the text that the user sees when hovering over the image. Search engines do not take it into account when ranking resources, so some marketers do not pay attention to it. However, this attribute should still be used. Firstly, displaying text with a description when you hover over a picture improves the usability of the resource. Secondly, if today search engines do not take into account the title attribute when ranking, this does not mean that they will not change their position in the future.
Page content
By ranking resources in image search, search engines take into account not only factors directly related to the photo. Search engines rate a page with a photograph as a whole, including text descriptions, a caption for a picture, etc. They strive to determine the relevance of the image to the user’s request, and this is difficult to do only using the file name and the alt attribute.
For example, a page on which only a photo of the smartphone mentioned above is published is unlikely to be ranked above a page with the same photo and a description of the gadget useful to the audience.
Search engines need a context that allows them to rank photos in image searches. This context is text content. Therefore, illustrate texts with photographs and surround photos with good texts.
Semantic markup
The largest search engines in the world, including bing and Google, use the Schema.org standard to structure web pages and improve search results. Use the Schema.org markup for images to improve the ranking of a resource in image search. To do this, fill in the fields Image URL, Thumbnail, Name, Signature, Description, Height and Width on the website. You can read more about this in the bing Webmaster documentation .
How to quickly optimize all photos on a site
Pay close attention to photo optimization if promoting your image search is beneficial for your business. Start by determining the optimal size of published pictures for your site. After that, proceed with the actual search engine optimization.
Only post unique photos. Fill in the alt and title attributes correctly. Surround your photos with quality and useful text. Do not forget about semantic markup. Optimizing each photo takes a few minutes. Imagine how much time you spend to optimize 1000 images. If you want to solve this problem quickly, take the time for each photo at the time of publication.

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