Eli feldblum-smx-east-2013-images-worth-a-thousand-links

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Eli feldblum-smx-east-2013-images-worth-a-thousand-links

  1. 1. A Photo is Worth a Thousand Links How Google Treats & Ranks Images SMX East 2013
  2. 2. About This Presentation • How Well Do Images Perform in Search Engines? • How Has That Changed? • How Do You Make Your Images Rank? • What’s Changed? • What’s Changing?
  3. 3. About Me • Eli Feldblum • CTO & Founder of RankAbove • eli@rankabove.com • @FeldBum • 201-815-9467
  4. 4. How Did Images Once Perform In August 2010, RankAbove and comScore conducted a large study on how universal results—including images— performed in search engines, compared with regular text results.
  5. 5. How Did Images Once Perform In that study, images kicked ass.
  6. 6. How Did Images Once Perform Well, most of the time.
  7. 7. How Did Images Once Perform In August 2013, we re-ran the study.
  8. 8. How Do Images Perform Today? All universal results dropped since our 2010 study, but only images lost to non-universal results—except for celebrity images.
  9. 9. Why? CTR from all universal results dropped as users either got more accustomed to seeing those results or because Google offered searchers more information on universal searches without having to click. But images suffered more than most.
  10. 10. Why? Mostly because of UI changes made by Google.
  11. 11. Why? Unless the users clicks “Visit Page” or on the image, he or she does not continue on to the site.
  12. 12. What Happened? That UI change occurred in January 2013, and hit sites hard.
  13. 13. What Happened? That UI change occurred in January 2013, and hit sites hard.
  14. 14. What Happened? That UI change occurred in January 2013, and hit sites hard.
  15. 15. What Else Did Google Change? Google makes changes to search all the time.
  16. 16. What Else Did Google Change? All of these things are not like the other
  17. 17. What Else Did Google Change? It didn’t used to be like that. Uniqueness now counts.
  18. 18. How Do Images Rank? • Good SEO (on-page and off-) • Unique Image • Surrounding Text • Image Name (not Alt Tag)
  19. 19. Which Sites Rank • • • • Lots of text with one or two images. Lots of images with a bit of text. Lots of images and lots of text. What doesn’t rank: one image with no text. Sound familiar? I just described the average slideshow
  20. 20. Text Sites Rank Sites with lots of relevant content, well-named images and good overall SEO often rank highly for image searches—as long as they have unique images.
  21. 21. Multiple Image Sites Rank Sites with many images on a single page often rank as well, as they are almost always assured of at least one unique image— as long as they have some relevant text and good SEO.
  22. 22. Multiple Image Sites Rank And they don’t even have to be ugly. Take a look at Boston.com’s Big Picture for a beautiful employment of this technique.
  23. 23. Combo Sites Rank Best Sites with good text and lots of images not surprisingly do the best.
  24. 24. How To Get The Click Give people a reason to click: more pictures, or a higher quality or non-censored version. But ensure that the same functionality exists on your site as well.
  25. 25. How To Get The Click Or use scripts, like WP-PicShield, that add a watermark on the fly.
  26. 26. How To Get The Click Or use scripts, like WP-PicShield, that add a watermark on the fly.
  27. 27. And Get Your Traffic Back 1. Google Image Search update hits site 2. Watermarks implemented and traffic returns
  28. 28. More Information? Just contact me: Eli Feldblum eli@rankabove.com 201-815-9467 @FeldBum

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