Alex Tyers When it comes to SEO, people often think of keywords and backlinks. But, as you know, search engines love all kinds of content—especially visual content. Images, videos and other forms of visual media can significantly impact your site’s visibility. So, why not use them to their full potential?
The critical role of visual content in SEO
Visual content, like images and videos, not only enhances user experience but also boosts engagement and retention rates on your site.
User engagement and retention rates
Have you ever landed on a website that was just a wall of text? Not very inviting.
High-quality images and engaging videos can significantly reduce your bounce rate, keeping visitors on your page for longer. Increased time on-site sends positive signals to search engines, showing that your website is valuable and engaging.
Visual content and SERP rankings
When optimised correctly, visual content can improve your ranking on search engine result pages (SERPs).
Search engines like Google use various signals to rank websites. These signals include page load speed, user engagement and even the utilisation of structured data to understand the context of visual content.
Why page load speed matters
Large, unoptimised images can decelerate your site, negatively impacting both user experience and your SERP ranking. Given the importance of mobile browsing, a slow load time can deter visitors before they even get to see your content.
The importance of alt text and accessibility
Alt text isn’t just for accessibility; it’s an SEO goldmine.
Alt text helps visually impaired users understand the content of an image through screen readers. Additionally, search engines use alt text to comprehend the content of your images.
Ensuring every image on your site has descriptive, keyword-rich alt text can help improve your overall SEO.
Enhancing schema markup for visuals
Schema markup can be a fantastic way to provide search engines with context about the visual content on your site.
For instance, adding schema to your images can improve their chance of appearing in Google’s image search results.
Structured data helps search engines better understand your content, giving you an extra edge over competitors.
Common questions about image optimisation
- How can I make my images rank on Google Image Search?
- What about video content? How can videos help my SEO?
- Are there any specific techniques to optimise infographics?
Let’s delve into these questions and turn you into a visual content optimisation pro.
Optimising images for SEO
Alt text optimisation
As mentioned, alt text isn’t just for accessibility; it’s a key player in SEO. Search engines can’t “see” images but can read alt text.
Use descriptive and keyword-rich alt text. For example, “golden retriever puppy playing in the park” is better than “puppy”.
File name matters
Don’t upload an image with a generic name like “IMG_00123.jpg”. Rename it to something descriptive and incorporate your target keyword. For example, “golden-retriever-puppy-park.jpg”.
File size and image format
Large files slow down your site. Aim for an optimum file size without compromising quality. Use formats like JPEG for photos and PNG for graphics.
Image sitemaps
Often overlooked, image sitemaps actually help search engines find and index your images. Add entries to your sitemap.
Structured data
Schema markup can give your images extra visibility. Implementing ImageObject schema can help search engines understand the context better.
What are the best image formats for SEO?
Whilst WebP is the best image format for speed and compression, JPGs and PNGs are more likely to be indexed by search engines.
Emerging technologies
New formats are also emerging, aiming to provide even better compression and quality results, you should consider some of these options:
AVIF
AVIF is gaining traction as a potential successor to WebP.
Pros:
- Superior compression efficiency
- Better quality at smaller file sizes
Cons:
- Still not widely supported
- Requires fallback images for unsupported browsers
How to choose the best format
Selecting the best image format depends on the type of image and its purpose.
Videos and SEO: A dynamic duo
As SEO evolves, videos have become a crucial component of any successful strategy.
Have you noticed how much easier it is to binge-watch a series of short videos than read lengthy articles? You’re not alone. Videos are inherently engaging and can capture attention in ways that text simply can’t match.
Boosting user engagement
Bounce rate, time on site and engagement rate are essential for SEO. Videos can keep users on your page longer, lowering bounce rates.
Google and other search engines interpret higher engagement rates as a sign that your content is valuable and relevant.
Enhancing user experience
A well-crafted video can explain complex ideas quickly and effectively. Think about how-to guides or product demos. These videos can provide a better user experience by visually showing what the user needs. This kind of experience is what search engines look for when ranking pages.
Improving SERP rankings
Videos are increasingly being featured in search results alongside traditional web pages. Google’s algorithms consider video content when assessing the richness and variety of a website’s content.
This means your website is likely to rank higher if it includes relevant videos.
Example of video being featured on Google SERP
Leveraging YouTube
The second-largest search engine after Google, by optimising your videos for YouTube, you can improve your chances of appearing in both YouTube searches and Google SERPs.
What does video optimisation involve?
Video titles and descriptions
Just like with blog posts, your video titles and descriptions need to be engaging and keyword-rich. Don’t overlook these; they are vital for ranking.
Thumbnails: the first impression
A custom thumbnail often performs better than an auto-generated one. Ensure it is high-quality and relevant to your video’s content.
Transcriptions and captions
Search engines can’t watch videos, but they can read. Providing transcriptions and captions improves accessibility and can boost SEO.
Video schema markup
Just as with images, use VideoObject schema to help search engines understand your video content, improving your chances of appearing in video-rich snippets.
Optimising infographics for SEO
Text overlay for context
Infographics are great, but search engines can’t read them. Including a text overlay or a detailed description helps search engines understand the content.
Embedded code for sharing
Provide an embed code for your infographics. This makes it easier for others to share, leading to valuable backlinks.
File size and format
Much like images, infographics should be optimised for web use with a balance between quality and size. SVG format is a good choice as it scales well without losing quality.
Common mistakes and how to avoid them
Ignoring mobile optimisation
In a mobile-first world, your visual content must look good and load fast on mobile devices. Use responsive images and video embeds to adapt to different screen sizes.
Skipping the sitemap
Don’t forget to update your sitemaps regularly. Search engines use them to understand your site structure and content.
Overloading on keywords
Keyword stuffing is not just for text. Even in alt texts and descriptions, keyword stuffing can hurt more than help.
Practical tips for getting ahead
- Regular audits: Schedule regular SEO audits for your visual content
- Stay updated: SEO best practices evolve
- User feedback: Use analytics to see how users interact with your visual content
By diligently following these steps and staying aware of common mistakes, you can make a significant impact on your site’s SEO through expert optimisation of visual content.
Remember, search engines are getting smarter, but they still need our help to understand visual content. Provide that help, and you will be rewarded with improved visibility and higher rankings.
Why optimising visual content is key for SEO
Optimising visual content is indispensable for effective SEO. It improves:
- User experience
- Enhances engagement
- Helps you rank better in search engine results
If you haven’t already started, now is the time to prioritise visual content optimisation for your SEO strategy.
Understanding the importance and implementing robust practices will give you a competitive edge, keeping both search engines and your audience happy.
By focusing on visual content, from images to videos, you’ll set yourself up for sustained success in the digital landscape.
Ready to take your SEO to the next level?