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.
As the Founder of Expert SEO Consulting, Eric Richmond brings with him more than 20 years of experience in advertising and technology consulting. Prior to forming Expert SEO Consulting, Eric served as Head of Audience Development for Complex Media, VP of Search and Social Media for TechMediaNetwork. Before that, Eric was VP of Technology & SEO at 360i, where he was responsible for overseeing the development of proprietary technology solutions for 360i in addition to managing the Agency’s SEO practice. Eric came to 360i from RichFX, where he served as Director of Strategic Accounts serviced clients list Wal-Mart, The Home Depot and Safeway. Prior to RichFX, Eric was VP/Global Account Director at Viewpoint, as well as CTO for Grey Interactive Worldwide and VP/Technology for APLDigital.