This put up is part of Made @ HubSpot, an inner thought management sequence 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 backstage right into a new SEO strategy we carried out originally 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 30 days. That is about three million new natural views we did not have originally of 2018.

The place that site visitors is coming from is equally thrilling.

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As I stated, our new search engine marketing 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 … anticipate it … 779%. This refers to site visitors that comes from individuals who conduct a search in Google, or the same search engine, and click on on a picture consequence that results in the HubSpot Weblog.

“Pics or it did not occur, Braden.” As you would like:

image search results hubspot blog

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 30 days to 124,000 natural views per 30 days — a virtually 8X carry.

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, shouldn’t be all that important. However though the overwhelming majority of our natural site visitors nonetheless comes from net search (the written blogs themselves), our picture site visitors’s charge of enhance (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 marketing technique?

Picture search engine marketing Greatest Practices That We Realized

Because it seems, we had just a few different methods up our sleeve alongside the best way that gave our pictures some further juice on the search engine outcomes pages (SERPs), all of that are simply good finest practices in industrial 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 significantly.

Moderately than routinely fill picture alt textual content with the picture file title — one thing the HubSpot COS conveniently does for you so this area is not left clean — we now optimize every picture we embed with the key phrase the weblog put up 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 put up about “faculty programs about search engine marketing,” our alt textual content may look one thing like this:

“Advertising and marketing professor exhibiting faculty scholar search engine marketing on her pc display”

marketing professor showing college student SEO on her computer screen

Now, let’s modestly estimate that one in three HubSpot weblog posts (33%) have a minimum of 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 a minimum of 87 pictures that may doubtlessly seize new natural site visitors for us each quarter.

And if the common weblog put up targets a key phrase that receives 3,500 searches per 30 days — a tough estimate based mostly on the HubSpot Advertising and marketing Weblog’s editorial calendar — that is a panorama of 304,500 searches per 30 days to which we’re including extra HubSpot content material (87 pictures x 3,500 searches per 30 days). In different phrases, we’re placing ourselves inside a whole bunch of hundreds of Google Picture galleries we weren’t rating in earlier than.

Learn extra about our crew’s strategy to alt textual content in this blog post.

2. Branded Pictures & Templates

At HubSpot, we create a ton of valuable resources for our readers to obtain, finally making them a qualifiable lead for the enterprise. Nonetheless, there are nonetheless a ton extra sources our readers need for which we essentially haven’t got a lead technology technique however nonetheless garner helpful natural site visitors. And these sources seem in picture kind on many SERPs which are essential to us.

These sources embrace inspiring enterprise quotes, resume templates, pattern emails, and even picture thumbnails that seem in Google’s featured snippets.

To determine these pictures, the search engine marketing crew analyzed the place HubSpot was getting most of its picture site visitors already, and categorized these sources into picture sorts. Then, we labored with HubSpot UX designer Amanda Chong and the remainder of our artistic crew to develop unique HubSpot picture templates for every picture kind.

These new picture templates allowed the weblog crew to successfully “model” varied pictures they won’t in any other case embed right into a weblog put up and add alt textual content for every picture utilizing the type described above to reveal it on the best SERPs. Listed below are a pair examples of those branded pictures now dwell on HubSpot content material:

how to change twitter handle

 

how to write a video script

 

3. The Search Insights Report

HubSpot’s “Search Insights Report” is a quarterly manifestation of our search engine marketing technique, delivered on to the weblog crew each three months. These studies encompass greater than 200 weblog put up subjects, all rooted in searches for which we need to seem on a SERP, that our writers take up and publish over the course of 90 days.

And though we’ve clearly made deliberate strikes to seize extra picture site visitors over the past 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 are more and more being present in picture kind. There’s even knowledge to assist this — right here’s a five-year pattern line exhibiting a rise in Google Picture seek for all queries associated to “advertising and marketing”:

google trends marketing

Supply: Google Trends

Right here’s one for all searches associated to “gross sales”:

google trends sales

And, lastly, for “customer support”:

google trends customer service

Conveniently, these three subjects mirror the goal markets of three of our weblog properties: the Marketing Blog, the Sales Blog, and the Service Blog. However picture site visitors has gone up throughout the board, which implies extra site visitors from picture searches has turn out to be a byproduct of our new search engine marketing technique — one which has continued to develop as we seize extra space 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 crew with this doc, has earned us rating on a few of the best search engine actual property we have ever seen. It stands to purpose we would see a little bit (alright, lots) extra picture site visitors because of this.

It’s simple for entrepreneurs to attribute web site site visitors will increase to good search engine marketing, however these outcomes finally aren’t doable with out the time, creativity, and logic put into the content material itself.

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