Strategic Use of Images in Search Engine Optimization
When assessing page structure and layout, there is a subtle, yet strategic way to use images in an SEO-friendly manner (beyond ALT tags) that improves your search rank while allowing you to integrate the necessary marketing message(s). Confused? Let’s look at an example:
Suppose you operate a travel site and you want to optimize a given page for the term “Las Vegas hotel”. Suppose that you also want to include an enticing marketing message such as “Book now and save 20%!”. The aforementioned tagline lacks descriptive text, but possesses persuasive characteristics. That being said, you may want to place the tagline in an image and the key phrase (i.e. Las Vegas hotel) in a header tag. This places emphasis on the desired term, yet still provides a marketing opportunity without compromising keyword consistency.
In other words, images are a great place to insert marketing messages that lack the necessary keywords and phrases. Leveraging this technique will ensure that descriptive text is indexed, while less marketing jargon is overlooked. The combination of keyword-rich content and enticing messaging will satisfy both sides of the strategic equation.
Brad is a seasoned public relations and marketing pro with more than 20 years of experience both inside and outside of government dealing at the national and international level. In addition to his work as a marketing consultant for small businesses, he writes a monthly column on marketing for Florida Today on small business marketing.
He graduated with Academic Honors from the United States Air Force Academy and attended Georgetown University Law Center. He has a Master of Science degree from Air University. He was an officer in the United States Air Force and completed all professional schools, to include the Air War College.
Some of the media outlets he has worked with include the New York Times, the Wall Street Journal, the Boston Globe. NBC News, Fox News, ABC, CBS, CNN, the BBC. AFP, UPI, AP, to name a few.