Using visual marketing can boost your SEO strategy, but it’s often overlooked and professionals focus on optimizing just content written for search engines.
Images can have a very noticeable impact on Google’s ranking, which influences the number of visitors websites to receive. It’s with Google’s organic rankings in mind that you need to create your visual marketing plan before investing the time, effort, and money to create visuals.
The quality of your visuals will affect your website visitors’ engagement with your content and, as a result, will affect your SEO. But when it comes to high-quality images, many companies immediately turn to high-quality database photos. Is not the same thing.
Surveys show that 55% of marketers use visuals in all content they create and 91% of people prefer visual content over written content. If you don’t make use of these resources and aren’t planning to, you’re missing out on key opportunities to reach your audience. See in this infographic numbers that show the importance of visual marketing:
Among the types of visuals, database photographs have become very recurrent and easily recognizable, to the point that users are bored with their appearance and even feel they can’t trust a site that hasn’t created its own visual language.
Therefore, investing in used photos is not the best to use if you want to improve your SEO. The latest edition of Venngage’s annual study of thousands of marketers presenting visual content marketing statistics shows that while photographs are still slightly more used than original visual content (40% to 34%), graphics originals work best. They lead the ranking of content that most helped achieve marketing goals at 40%, while photographs lag far behind at 14%.
You should work to create strong visuals that grab users’ attention and also make them stay on your site. For this, the visual content must be engaging and provide visitors with information in a concise and quick way, but that is attractive and encourages sharing. In this article, we are going to present some tips to do this the best way.
1 – Use Infographics
One way to do all this is to use infographics. This is especially true if your site has a lot of data. Infographics can transmit a lot of information in attractive and interactive ways.
Timeline infographics, or timelines, offer the option to convey a variety of information – historical milestones, event calendars, product results, even stories that will make the user experience much more engaging, as in the example below. If you want proof, use heat maps to analyze how your readers spend their time on individual pages and which images they’re most involved with.
By combining a strong infographic and relevant text, you improve your website and user experience and make a big difference in how they relate to your content, helping to improve your ranking on Google.
Creating infographics is not an easy task, and even if your company has an in-house graphic designer, it can take time and effort to make a single infographic. However, if you need them often, using infographic templates decreases the workload and allows you to create brand-specific visual content while still being highly customizable.
The example below, for example, provides information presented in a playful and didactic way and serves both for a blog and for posting images on a carousel on social networks.
2 – Graphs and tables
Along the same lines of infographics, charts and graphs are a great tool to communicate with your audience and keep them interested. The graphics are very concise, which makes your information quicker to absorb. Visitors to your site are more likely to stay on your page if you convey your information through a graphic. They can be used to show comparisons between products or services, and they can present important statistics for your customers.
The best thing about these tools is how they break down complex data in a visually appealing way, as you can see in the example below. There are several ways to create great graphics. Excel spreadsheets and graph templates provide the flexibility to create content faster and more efficiently.
3 – Write optimized alt texts
In addition to starting to use infographics to communicate information and data in an attractive way, you need to ensure that your infographics are optimized for Google. As with images in general, infographics are not easily indexed by Google without the proper keywords accompanying them.
Google Image Search will be able to index the infographic but to boost your site’s SEO, you’ll need the infographic and the page it was submitted to appear in Google’s text search.
The best way to do this is to write accompanying text on the page that features the infographic. This helps Google scan the text and evaluate the content to give the page the ranking it deserves.
To do this, you must create written content that complements visual content. Keywords are crucial to any content, and images would be no different. A point that is easily overlooked when creating visual content is the optimization of alt texts, or alt tags, which are the alternative texts assigned to images. In short, they allow Google to find images through keywords, and that’s why they are important for your site’s ranking.
If you use an image on your site without one, search engine algorithms won’t find it. By inserting appropriate alt tags, you allow search engines to read the image in the context of your written content. They are easy to edit, and most content management systems allow you to change the text of the alt tag, so doing this can become a natural part of the process of uploading an image.
When creating your alt text, you should keep it short as Google will find it easier to index shorter tags. As you would not include too many keywords in your text content, you should avoid doing the same when using keywords in the alt tag. Search engines pick up excess keywords and can actually lower your site’s ranking as a result. In the case of the infographic inserted at the beginning of this text, it could be descriptive and literal: visual marketing statistics.
Focus on using the alt tag as an opportunity to describe what’s in the image with words, not least because they’re often used by screen readers for the visually impaired. By optimizing your alt tags, you’ll not only increase your SEO on Google, but you’ll also reach a demographic that may not have been able to access your content properly before.
4. Enjoy image sharing
Images and infographics are great to share thanks to their visual appeal and the ease with which they can be shared widely. When you create visual content for your website, blog, or social network, other people are likely to view it and share or use it on their own sites, probably with backlinks to your page.
This process not only reaches audiences you may not have been able to reach but using backlinks increases your ranking on Google. If someone uses your images without your permission, you have a credit right to you. To do this, you can use Google’s reverse image search to find sites that are using your visuals and ensure you’re getting credit and discover backlink opportunities.
Visual marketing is more than an effective way to improve the engagement of your audience and your audience: it is also a way to increase the engagement of teams. Bring together members from different teams to brainstorm and receive feedback. When it comes to visual marketing, teams can be like a test audience before you develop the conclusion of your strategy. With your strategy in place, you can put these simple yet effective ways to optimize your visual marketing and see your ranking improve.
Content marketing has changed the face of the internet and has significantly impacted social media engagement, search engine rankings and SEO strategies. But when many use old visual marketing practices, it’s no wonder they can’t stand out from the crowd. Therefore, using impactful visuals will make your content stand out in the internet landscape.