Strategic Use of Images in Search Engine Optimization

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When you create your page structure and layout, there is a strategic way to utilize images to support your SEO. As a result you are able to improve your search ranking while communicating the necessary marketing message. Sounds confusing? Let’s look at an example:

Suppose you operate a travel website and you want to optimize a given page for the term “Vancouver hotel”. Suppose that you also want to include an enticing marketing message such as “Book today and save 25%!”. The 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. Vancouver 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.

Frank Engel, principal at Edge Creation, is an experienced business & marketing professional with a proven track record in managing a diversity of marketing projects for premium brands.

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