Use photographs and images to supplement search engine marketing efforts

There’s a big difference between using Google to locate images and searching with the website for content. Most individuals and companies don’t use one when they need the other, so the results are necessarily different. Nevertheless, slight improvements to a website’s image offerings can make a significant difference in both client perception and search ranking.

This was in part accentuated at the end of March 2012 when Google released an update to its search algorithms. The launch code name for this change was “sib,” and it essentially gives additional weight to websites that have high-quality pictures. The overall structure of the website has less impact on a query than pictures of superior quality.

This means companies engaged in search engine optimization efforts need to be certain their pictures meet Google’s high standards for quality. Besides making sure that image resolutions are high enough (without being too high to disrupt download speeds), there needs to be plenty of appropriate captions, alternate text and metadata associated with the file.

While this only applies to image searches, it does give companies engaged in B2B marketing the chance to slightly improve their ability to make contact with potential clients. Consider a user who wants to find a picture of a particular product a company sells. She might be led to a different website and completely bypass the official page because the image wasn’t properly optimized.

Sheila Kloefkorn (1031 Posts)

With more than 20 years of hands on marketing strategy and operations experience, Sheila Kloefkorn is dedicated to developing marketing strategies and plans that help clients succeed. Some of the world's largest brands have depended on Sheila for marketing programs that delivered tangible and substantial results. Specialties: B2B marketing, lead generation, lead nurturing, sales strategy, marketing strategy, competitive marketing strategy, social media, search engine optimization (SEO), search engine marketing (SEM), mobile marketing,, email marketing, website design, marketing plans.