Images can provide important context for queries where visual content is relevant. Search engines aim to return image search results that match the user's intent to improve their experience. It is important for websites to provide engines with information about images through metadata, alt text, captions and more to help images rank properly. Proper image optimization, placement, and accessibility are also important for both users and search engines.

1. Site Architecture for the Advanced SEO: Imagery Brian Ussery Director of SEO Technology @beussery

3. Query [ how to tie a tie]

4. User Intent Directions for tying a necktie

5. Text Result “ Start with the wide end of your necktie on the right, extending about 12 inches below the narrow end on the left. Then cross the wide end over the narrow end. Bring the wide end up through the loop between the collar and your tie. Then bring the wide end back down. Pull the wide end underneath the narrow end and to the right, back through the loop and to the right again so that the wide end is inside out. Bring the wide end across the front from right to left. Then pull the wide end up through the loop again. Bring the wide end down through the knot in front. And -- using both hands -- tighten the knot carefully and draw it up to the collar.” - http://www.tie-a-tie.net/windsor.html

6. Image Result

7. Conclusion Sometimes images are the best answer.

8. Bing SERPs

9. Yahoo SERPs

10. Google Universal SERPs

11. Google SERPs

12. [mcdonalds]

13. [bp oil]

14. Site:cnn.com

15. Site:adobe.com

16. Key Understand engines Engines try to align photo SERPs with instances where imagery appears to match user intent to enhance the user experience.

17. Elmo SERP

18. Big Bird SERP

19. Big Bird small screen

20. Big Bird smaller screen

21. Big Bird smallest screen

22. Other Image Sources

23. Key Understand users Because they can do so quickly, image searchers are unique in that they tend to view a number of images.

24. Google SERPs Eye Tracking *Simulation

25. Google Image SERP Eye Tracking *Simulation

26. Key Understand image search

27. Image SERP Landing Page

29. Engine Image Analysis Content signals: color, facial recognition, texture, layout Attribute signals: filename, ALT Textual signals: headings, text, captions Quality signals: image (pixels & resolution), host (hotlink) & domain where image appears, license XML Sitemap: Google Webmaster Central

30. Examples Everyone likes images

31. Architecture: Image Placement

32. Architecture: Image Proximity

33. Architecture: Context

34. Architecture: Context

35. Architecture: Image Accessibility Flash

36. Architecture: Image Accessibility JS

37. Architecture: Image Dimensions

38. Architecture: Image Format Format: - JPEG photos (strip meta when appropriate) - PNG for graphics - GIFs for small and animated images 31k gif 13k png 68k jpg

39. Architecture: Image Maps Sprite

40. Architecture: Image Rights / RDFa <a rel=&quot;license&quot; href=&quot;http://creativecommons.org/licenses/by/3.0/us/&quot;><img alt=&quot;Creative Commons License&quot; style=&quot;border-width:0&quot; src=&quot;http://i.creativecommons.org/l/by/3.0/us/88x31.png&quot; /></a><br /><span xmlns:dc=&quot;http://purl.org/dc/elements/1.1/&quot; href=&quot;http://purl.org/dc/dcmitype/StillImage&quot; property=&quot; dc:title &quot; rel=&quot;dc:type&quot;>Sample Title</span> by <a xmlns:cc=&quot;http://creativecommons.org/ns#&quot; href=&quot;Sample URL&quot; property=&quot;cc:attributionName&quot; rel=&quot; cc:attributionURL &quot;>Sample Work</a> is licensed under a <a rel=&quot;license&quot; href=&quot;http://creativecommons.org/licenses/by/3.0/us/&quot;>Creative Commons Attribution 3.0 United States License</a>.<br />Based on a work at <a xmlns:dc=&quot;http://purl.org/dc/elements/1.1/&quot; href=&quot;Sample Source&quot; rel=&quot; dc:source &quot;>Sample Source</a>.<br />Permissions beyond the scope of this license may be available at <a xmlns:cc=&quot;http://creativecommons.org/ns#&quot; href=&quot;Sample permissions&quot; rel=&quot; cc:morePermissions &quot;>Sample permissions</a>.

42. Architecture: EXIF

43. Architecture: Fake EXIF

44. Architecture: Image Directory Your Domain: http://www.URL.com/Adult-photos/ Hotlink: http://picasaweb.google.com/beussery/CharlesSchulzStudio #5474612209328232818

45. Google Webmaster Central http://goo.gl/xzzt

46. Key Think.

47. Back to the tie example

48. Text with multiple Images

49. Text with one Image

51. Thank you! @beussery