Images can be a boon to any B2B marketing campaign. Not only can a picture provide people an instantly recognizable visual, it can also drive home a point much more succinctly than a paragraph of text. Best of all, though, images are crucial to your page being found by more customers (1). However, if your website's images are not adequately searchable, you may find yourself in a situation where you've spent a considerable amount of time dedicated to finding and uploading the right picture that aren't doing anything to drive traffic to your site and generate new leads.
The best way to optimize your webpages' exposures in a search engine results pages is to prioritize rich text with visual elements. Since search engines also crawl the image file names, be sure to properly assign the correct keywords to the image file names and the alt text. Leaving in the generic file name for the image and the alt text blank will ensure the search engine crawler does not reward your website in its rankings. However, do not use this as an opportunity for keyword stuffing, since that could negatively impact the image's ranking (2).