This publish is part of Made @ HubSpot, an inside thought management collection via which we extract classes from experiments performed by our very personal HubSpotters.
Cliché: An image is price a thousand phrases.
Reality: HubSpot’s photos are price 120 thousand clicks.
Final yr, my colleague Karla Cook gave our readers a 3,000-word peek behind the scenes into a brand new search engine optimization technique we carried out in the beginning of 2018. That technique, which was designed to repair a site visitors plateau throughout the weblog, elevated our natural site visitors by 25% yr over yr — to eight million natural pageviews per thirty days. That is about three million new natural views we did not have in the beginning of 2018.
The place that site visitors is coming from is equally thrilling.
As I stated, our new search engine optimization technique launched our natural weblog site visitors to heights it had by no means been to earlier than. However that technique had one other, considerably unintended consequence for us.
Whereas we elevated our whole natural site visitors by 25% from final yr, we elevated our picture search site visitors by … watch for it … 779%. This refers to site visitors that comes from individuals who conduct a search in Google, or an identical search engine, and click on on a picture outcome that results in the HubSpot Weblog.
“Pics or it did not occur, Braden.” As you want:
Supply: Google Search Console
Check out the royal blue tile within the chart above. Between April 2018 and April 2019, HubSpot actually elevated its natural site visitors from 14,100 natural views per thirty days to 124,000 natural views per thirty days — an almost 8X elevate.
Our picture site visitors accounts for just below 2% of our weblog’s whole month-to-month natural site visitors, which, within the scheme of issues, isn’t all that important. However despite the fact that the overwhelming majority of our natural site visitors nonetheless comes from net search (the written blogs themselves), our picture site visitors’s fee of improve (779%) is vastly disproportionate to that of our whole weblog site visitors (25%).
And let’s be trustworthy, 2% of 8 million is nothing to sneeze at.
However what made the distinction, if not simply our new blog-aligned search engine optimization technique?
Picture search engine optimization Finest Practices That We Discovered
Because it seems, we had just a few different tips up our sleeve alongside the way in which that gave our photographs some additional juice on the search engine outcomes pages (SERPs), all of that are simply good finest practices in business content material creation.
1. Optimized Alt Textual content
Within the HubSpot COS, we’ve nearly all the time stuffed in picture alt textual content fields with textual content that (tries to) describe the picture it is related to. Final yr, although, we began taking alt textual content far more severely.
Slightly than mechanically fill picture alt textual content with the picture file title — one thing the HubSpot COS conveniently does for you so this subject is not left clean — we now optimize every picture we embed with the key phrase the weblog publish is focusing on. Then, we add language that places this key phrase into context that displays the picture it is describing.
For instance, if we’re embedding the picture beneath right into a weblog publish about “faculty programs about search engine optimization,” our alt textual content would possibly look one thing like this:
“Advertising professor displaying faculty scholar search engine optimization on her laptop display screen”
Now, let’s modestly estimate that one in three HubSpot weblog posts (33%) have at the very least one picture embedded on them, not together with the article’s featured picture. HubSpot publishes (or republishes) roughly 260 weblog posts each three months. If we had been to extrapolate this alt textual content course of for 33% of those weblog posts, that is at the very least 87 photographs that may probably seize new natural site visitors for us each quarter.
And if the common weblog publish targets a key phrase that receives 3,500 searches per thirty days — a tough estimate primarily based on the HubSpot Advertising Weblog’s editorial calendar — that is a panorama of 304,500 searches per thirty days to which we’re including extra HubSpot content material (87 photographs x 3,500 searches per thirty days). In different phrases, we’re placing ourselves inside a whole lot of hundreds of Google Picture galleries we weren’t rating in earlier than.
Learn extra about our staff’s method to alt textual content on this weblog publish.
2. Branded Photos & Templates
At HubSpot, we create a ton of valuable resources for our readers to obtain, in the end making them a qualifiable lead for the enterprise. Nevertheless, there are nonetheless a ton extra assets our readers need for which we essentially do not have a lead technology technique however nonetheless garner precious natural site visitors. And these assets seem in picture kind on many SERPs which can be necessary to us.
These assets embrace inspiring enterprise quotes, resume templates, pattern emails, and even picture thumbnails that seem in Google’s featured snippets.
To establish these photographs, the search engine optimization staff analyzed the place HubSpot was getting most of its picture site visitors already, and categorized these sources into picture varieties. Then, we labored with HubSpot UX designer Amanda Chong and the remainder of our inventive staff to develop unique HubSpot picture templates for every picture sort.
These new picture templates allowed the weblog staff to successfully “model” varied photographs they may not in any other case embed right into a weblog publish and add alt textual content for every picture utilizing the type described above to reveal it on the fitting SERPs. Listed below are a pair examples of those branded photographs now stay on HubSpot content material:
3. The Search Insights Report
HubSpot’s “Search Insights Report” is a quarterly manifestation of our search engine optimization technique, delivered on to the weblog staff each three months. These studies encompass greater than 200 weblog publish subjects, all rooted in searches for which we wish to seem on a SERP, that our writers take up and publish over the course of 90 days.
And though we have now clearly made deliberate strikes to seize extra picture site visitors during the last yr, the radiative impact these studies have on our web site site visitors cannot be overstated.
For one, as we create these search insights studies each quarter, we’re tapping into subjects which can be more and more being present in picture kind. There’s even information to assist this — right here’s a five-year pattern line displaying a rise in Google Picture seek for all queries associated to “advertising and marketing”:
Supply: Google Trends
Right here’s one for all searches associated to “gross sales”:
And, lastly, for “customer support”:
Conveniently, these three subjects replicate the goal markets of three of our weblog properties: the Advertising Weblog, the Gross sales Weblog, and the Service Weblog. However picture site visitors has gone up throughout the board, which suggests extra site visitors from picture searches has change into a byproduct of our new search engine optimization technique — one which has continued to develop as we seize more room on SERPs we didn’t have earlier than.
Plus, having a doc that distills all of our potential content material subjects, and aligning the content material staff with this doc, has earned us rating on among the best search engine actual property we have ever seen. It stands to cause we might see just a little (alright, quite a bit) extra picture site visitors consequently.
It’s simple for entrepreneurs to attribute web site site visitors will increase to good search engine optimization, however these outcomes in the end aren’t doable with out the time, creativity, and common sense put into the content material itself.