15 Workable Tips to Optimize Images for Visual Search and SEO

Image optimization is an excellent marketing strategy, considering that Google's visual search alone reaches 8 billion monthly searches. Imagine the traffic, leads, and sales you can generate in your business.

But what is the difference between image and visual search optimization?

Visual search optimization is when an image is the actual search query, like when you take a screenshot and look it up on Pinterest Lens, Bing Visual Search, or Amazon Visual Search. For image search optimization, users can speak or type whatever they want to look for on search engines.

This post is for you if you are in any image-dense industry, like e-commerce, decor, and real estate. I've put together 15 tips to optimize your images for SEO and attract more visual search traffic.

Let's dive in.

1. Focus on quality visuals

Pinterest CEO Ben Silbermann once said,

"The future of search will be about pictures rather than Keywords."

Going by that, the quality of images comes first in visual search and SEO. Make yours pleasing to the eye and easily recognizable by browsers.

Avoid blurry and unclear photos, especially when optimizing for visual search. Blurriness can make it difficult for search engines to correctly interpret and categorize your images, leading to lower visibility in SERPs.

Remember, visual searches are often sourced from other places, like Facebook or Pinterest, which could have better quality. So, keep your images crisp, clear, and appealing to boost their chances of showing in searches and getting clicks.

2. Resize images to appropriate sizes and file types

As much as quality visuals are impressive, high-resolution images can take a toll on SEO.

Ever visited a site or page but couldn't see any visuals?

Research shows that about 40% of users will leave a site if it takes more than 3 seconds to load. More so, Slow-loading images can frustrate users and lead to higher bounce rates. Then, your site's performance in search rankings drops.

Images come in different file formats, but a few are suitable for SEO optimization.

They include:

• PNGs: Use them for smaller graphic elements or screenshots.
• JPEGs: Work best for bigger images and illustrations, and can be compressed much without losing quality.
• VCs: They are lightweight and are ideal for logos and icons.
• GIFs: They are the standard format for animated images and are handy for SEO if you don't mind relatively large file sizes.
• WebP, JPEG XRs: These are the next-generation image formats, although not universally supported. They can be compressed tight without losing quality.   

Some SEO experts suggest that images be less than 70KB. I prefer keeping mine under 100 KB and selecting file types based on needs.

3. Compress images to smaller sizes

It's key to strike an image SEO balance if you want an impact on search. Different file types offer varying compression levels and quality output. TinyPNG, for instance, lets you choose how much to squeeze photos for optimal results. You can reduce the size of JPEGs by up to 69%.

Be careful not to over-compress images, or they might lose their clarity. Carefully adjust the settings of the tools you use. Choose lightweight file types, such as PNG or JPEG, and work on them to boost image loading speed. If you are on WordPress, consider installing a compressing plugin like Imagify (WP Rocket), Optimole, or ShortPixel.

Photoshop is another tool you can use to shrink images. To use it, open Photoshop, go to File, then Export. Choose Save for Web and your JPEG, PNG, or GIF. Next, change the quality to about 60 and adjust the image lengths as needed. Preview the output—ensure the file is below 100KB—before saving it.

4. Place images in the correct categories

Placing visuals in the correct category is super important, especially for e-commerce websites.

Check this: 27.4% of Google search results are images, and organizing yours helps customers find products faster. Imagine shopping online for shoes, but when you click on the "Shoes" category, you see pictures of hats instead!

That would be confusing, right?

That's why categorizing images well is key to providing shoppers with a smooth experience. Think about using localized pictures and words if you're an international brand. You can also create subcategories to help visitors narrow searches faster in your online store.

Don't overcrowd sections with visuals—keep things neat. Too many categories can confuse visitors, making it hard to move around pages.

5. Break up large complex images

Brands in complex image industries like real estate and holiday homes often lose on visual search SEO. Of course, showing an entire house to buyers leaves out key details that can impact their decision.

Break your images into bits rather than displaying the entire home in one piece. You could create separate slides for different rooms or aspects, such as furniture, art, floor, and lighting.

The same goes if you sell decors. Instead of showing a single large image, you can divide it into small sections and share them as slides or short videos. This approach lets customers focus on specific details of interest in products. It also improves customer engagement and SERP rankings.

6. Preview image on mobile devices

Previewing images is vital for a seamless user experience across devices. In the U.S., 60% of Google searches occur on mobile, with 66% of Gen Z and Millennials prefer visual search to image search.

One common mistake to watch out for is image distortion or cropping. Sometimes, a great image on a desktop computer may appear stretched or cropped on a mobile device, making it difficult for users to see important details.

Slow loading time is another culprit. Large and unoptimized images can increase mobile-user bounce rate—think about where you place yours. Ensure they fit small screens without overshadowing other content.

7. Rename image files with keywords

Renaming image files with keywords is a smart SEO strategy to boost your pages' rankings. Most Google searches are three to four words long, according to SEMrush's zero-click study.

On WordPress, renaming image files with keywords is straightforward and can be done in a few simple steps:

• Access Media Library: Log in to your WordPress dashboard and navigate to the Media Library section.
• Select Image: Choose the image you want to rename from your library's list of media files.
• Edit Image Details: Click on the image to open the Edit Media screen. Here, you'll see options to edit the image details, including its title, caption, alt text, and description.
• Edit File Name: Locate the field labeled "File Name" or "Title" and enter a descriptive file name with relevant keywords related to the image content. If you have an image of a red dress, you might rename the file to "red-dress-fashion-trends.jpg." for the sake of SEO,
• Save Changes: Once you've entered the new file name, click the "Save" or "Update" button to apply the changes.

Try to include the primary keyword in the image alt texts. Avoid keyword stuffing—include focus phrases and their variation only where they fit naturally and help SEO.

8. Write descriptive and accurate alt text

Google analyzes visual names before ranking content or pages. That's why you need accurate alternative texts—written copies of images that appear on a page if pics fail to load.

Alt texts enhance content accessibility for individuals with visual impairments. They can also be a good source of organic traffic to a site if mixed with keywords.

Consider what's important about an image before adding the text. Include relevant keywords to boost your images' visibility in search. Also, tighten the alt text to a few words.

Source: Moz

For example, if you sell furniture, your image of a modern sofa could have alt text like "gray modern sofa with sleek design and metal legs."

Such an alt text provides a concise yet descriptive overview of the image. That's a win to reach at least 2.2 billion impaired and distance-impaired people globally.

Don't write anything on artistic visual objects on your site. Mark the images as decorative in the alt text panel. Also, avoid duplicate texts and URLs since Google Accessibility checkers will flag them.

9. Use relevant, attractive thumbnails

Thumbnails are small, scaled-down versions of images or videos that represent larger content on a webpage. They serve as visual previews, helping users decide whether to click on the content and explore further.

For SEO, thumbnails improve click-through rates (CTRs) and user experience. They can appear alongside titles and meta descriptions in search, giving visitors a glimpse of the content.

Consider the following tips to make thumbnails attractive for users:

• Choose Relevant Images: Choose images matching the web page's content or associated video. Ensure the thumbnails give users a clear idea of what they can expect when they click through.
• Optimize for Clarity: Thumbnails should be clear and easy to interpret at a glance. Use high-quality images with clear focal points and vibrant colors to grab users' attention.
• Add Text or Graphics: Consider adding text overlays or graphics to thumbnails to highlight key features or benefits of the content. Concise and helpful text can pique users' interest and encourage clicks.
• Test Different Variations: Try different thumbnail designs to see which resonate best with your audience. Check metrics like CTRs to identify which thumbnail styles fit your brand theme. 

10. Maintain good image-to-text ratio

A poor image-to-text ratio can lead to an imbalance that makes web pages hard to read and boring. Imagine reading a blog post with large blocks of text and hardly any images. It can be overwhelming and unengaging.

That's why your text-to-image ratio is key. It influences how users engage with your content. If there is too much text and no pictures, users might leave the page without reading anything. At the same time, too much images and less text can leave users confused.

There is no perfect image and text ratio, but mull over the purpose and context of the content first. Aim to use relevant images that help explain ideas, illustrate vocal points, or break up large blocks of text.

Also, optimize page layout and formatting to create a nice look for your visitors. Use headings, subheadings, and bullet points to organize the textual content. Don't forget to add images strategically—match them with your brand story.

11. Ensure image support content

Images on your website are great, but aligning them to your content is crucial. Simply adding stock photos can confuse readers or distract them from your message.

One excellent way to match up content is to create your own custom visuals. Graphs, illustrations, or GIFs are more attention-grabbing—use them. You can even tailor them to your content if need be.

If you can't design images, websites like Unsplash, Pexels, and Pixabay offer vast free stock photos you can edit and use. The platforms have various themes and subjects to meet different needs.

Consider using AI image generator tools like Midjourney, Canva Studio, and DALL·E for more control over your images or if you need something more specific.

These tools leverage (AI) artificial intelligence technology to create and fine-tune photos, drawings, chats, and more. So, next time you add images to your website, remember AI can make work easier.

12. Remove unnecessary image metadata

Image metadata contains camera settings, location, and other details embedded within the visual file. While some metadata, like descriptive tags and copyright information, can be helpful, unnecessary information can bloat image files.

Your site then experiences increased loading times and reduced image relevance on search. The good news is that you can streamline image indexing by removing worthless data.

Examples of unnecessary image metadata include:

• Camera settings: Information such as aperture, shutter speed, and ISO settings, which are irrelevant to the content and context of the image.
• GPS location data: Geotags that reveal the location where the photo was taken may also be unnecessary for SEO purposes.
• Image editing history: Metadata related to editing software and changes made to the image are unhelpful to search engines or website visitors.

Removing the data reduces images' file size, improving website performance and loading speeds. The end benefit is a boost in SEO and overall user experience for your audience.

13. Include Schema Markup:

Image schema markups provide specific details about your images to search engines, such as the type of image, its subject matter, and relationship to other elements on the page.

Here are a few simple steps to add image schema markup on WordPress:

• Install a Schema Markup Plugin: Install and activate a schema markup plugin on your WordPress website. Popular options include Yoast SEO, All in One SEO, and Schema.
• Access the Image Block: When adding or editing a post or page, insert an image block where you want to include the image schema markup.
• Enter Image Details: Click on the image block to access the image settings. You can enter relevant details such as the image title, alt text, and description here. The information should describe the image and include relevant keywords.
• Enable Schema Markup: Depending on the schema markup plugin you're using, there may be an option to enable image schema markup. Look for settings related to structured data or schema markup and allow the option. Preview your post or page before publishing.

Note that visual search is evolving. Search engines are getting more intent-specific, so help them understand your images. Specify image types, whether thumbnails, products, objects, or featured photos.

14. Link images to relevant pages

As you know, Google crawlers rank a site using text, images, links, and other factors. By linking images to the right pages, you help search engines, which can earn your brand a better SEO ranking.   

In e-commerce, linking images to product pages makes it easier for shoppers to find what they want. Most websites' content management systems (CMS), such as WordPress or Shopify, will let you add links.

Add words describing the page you link to relate the image and the linked content. Avoid overlinking, which can look spammy and dilute the user experience. Limit links to relevant pages and avoid excessive linking within the same content.

15. Check all image URLs work

Even with the best Schema markup and all image links, you are yet in the woods before running an audit. That's how you check if all URLs work towards a healthy and optimized site.

Broken image URLs can result in missing images in SERPs, disrupting your website's visual show-up and customer journey. The easiest way out is to use a tool like Screaming Frog SEO Spider or SEMrush to check image URLs for functionality.

Here's how to do it with Screaming Frog:

Step 1: Download and install the Screaming Frog SEO Spider tool on your computer. It's available for both Windows and macOS.

Step 2: Launch Screaming Frog and enter your URL into the search bar at the top of the interface. Click the "Start" button to begin crawling your site.

Step 3: Once the crawl is complete, navigate to the "Images" tab in the left-hand menu. You'll find a list of all the image URLs discovered during the crawl.

Step 4: Look for any image URLs that return a status code showing an error, such as 404 (Not Found) or 500 (Internal Server Error). These are signs of broken image URLs that need fixing.

Step 5: Identify and address broken image URLs by updating or fixing the links within your website's content management system.

Remember to update your sitemap for better indexing of the URLs to improve the visibility of your images in search and drive more traffic.

Conclusion

As digital experiences become more visual, the impact of images in content increases. Now is the best time to update and redesign them to fit mobile screens. Add visuals with more branding elements and keywords so your site is catchy to visitors. Overall, hire a full-service SEO, digital marketing, or designing agency to help you if possible.