The 2 Types Of Rich Media Your SEO Plan Can’t Ignore

By now, we’re all accustomed to media, equivalent to pictures and video, showing in search outcomes. Google’s Universal Search outcomes symbolize extra methods for web sites to be discovered — however typically, wealthy media like these present in Universal outcomes are an afterthought to textual content content material within the Search Engine Optimization (SEO) technique.

It’s true that once we consider content material as a part of our SEO plan, our brains typically go proper to textual content; however different types of content material — video and imagery — are the important thing to being discovered in additional locations for extra queries extra of the time.

In this put up, we’ll look one very large purpose you need to embrace video and imagery in your SEO technique: click-through fee (CTR). Then, I’ll go over some ideas for beginning up your wealthy media plan for natural search, together with primary picture optimization and video optimization greatest practices.

The Big One

As SEOs, there’s one large factor we will all agree is effective, and that’s a focused consumer clicking by way of from the natural search end result to our content material. For many, this may be step one within the conversion journey.

It’s nicely documented that together with pictures in posts on social platforms like Facebook and Twitter will increase the probability of engagement. And based on some new knowledge from BrightEdge (my employer), it appears like the identical goes for the natural search channel.

It’s a no brainer that you probably have a couple of itemizing on a search engine outcomes web page (SERP), like an online web page and a video, for instance, your model visibility will increase. But how do pictures and movies fare towards the traditional outcomes on the SERP?

At BrightEdge, we needed to determine if wealthy media like movies and pictures outperformed the traditional (textual content/net web page) outcomes. To reply this query, we dug into our large knowledge repository, the Data Cube, and picked up each little bit of click on knowledge we may for six months throughout all queries accessible. Then, we had our analysis analysts crunch the numbers.

(Some of that analysis might be present in a report we published, however we’ll develop on it a bit on this put up.)

What we present in our knowledge set was an fascinating click on curve that confirmed how pictures and movies fared towards the traditional outcomes (net web page), and the way that differed by place within the SERP.

The Medium: Images

Most web sites have pictures on their pages, however to have a greater probability of displaying up in an image search or within the Universal Search outcomes, they must be optimized nicely.

The curves within the following graph present the CTR for traditional outcomes (textual content content material/net pages) versus picture outcomes for Positions 1 by way of 10 when trying on the knowledge set accessible in BrightEdge’s Data Cube.

Click-through rate for classic results versus image results

Click-through fee for traditional outcomes versus picture outcomes

Keeping in thoughts that Universal Search outcomes together with pictures don’t at all times present up in the identical space on the SERP, when picture outcomes confirmed in Positions 1 and 2, we noticed a decrease CTR than for the traditional outcomes. However, for Position 3 by way of 10, pictures confirmed the next CTR, based on our knowledge set.

Our analysis additionally confirmed picture outcomes didn’t seem as typically on the prime of the SERP as they did in center and backside of the SERP. One principle for that is that pictures aren’t nearly as good at answering a question as net pages are.

So what must you do with this info? Optimize these pictures for search!

6 Image Optimization Tips

Even when you had no knowledge to help your picture optimization plan, it’s a greatest observe to be doing it. Here are a couple of ideas, a lot of which come straight from Google in its Search Engine Optimization Starter Guide and its best practices for images:

  1. Image Content Strategy. Think in regards to the pictures you’d need discovered within the search outcomes. While greatest practices say to optimize each picture you utilize by naming it nicely, picture content material technique features a mixture of unique imagery coming out of your model together with the traditional inventory pictures you would possibly use. Google’s head of webspam Matt Cutts mentioned stock photos and search results again in 2013.
  2. Image Quality. The high quality of the pictures can also be of significance. You need to enhance the possibility of a consumer clicking by way of in your picture and supply expertise once they do. It’s simply widespread sense to have a transparent, easy-to-see visible over a blurry or low-quality one.
  3. Image Description. There are two key parts to describing pictures – the identify you give them, and the alt textual content you utilize. The identify must be a couple of descriptive phrases in regards to the picture, together with applicable key phrases which might be related to what the image is. No key phrase stuffing allowed, after all. The alt textual content is the textual content that reveals if a picture can’t be rendered, and is very essential for individuals who use screen-reading companies once they have visible impairment, for instance. The alt textual content is a couple of phrases that give extra info on what the picture is. In 2006, the American with Disabilities Act expanded to incorporate accessibility of online retailers. Alt textual content is one technique to make websites extra accessible to the visually impaired.
  4. Image Size. Part of your picture optimization quest ought to embrace enhancing the measurement of the picture on the internet web page, guaranteeing it’s not slowing down your web page load time – particularly relating to the cell consumer. Google’s PageSpeed tool may give suggestions on how one can sort out your website pace points (together with you probably have giant pictures), and this article on Marketing Land goes into extra element on how one can repair gradual load occasions even for responsive design.
  5. Image Sitemap. Consider picture sitemaps to additional assist the Google search engine uncover the pictures in your web site. Check out Google’s help files here to be taught extra about creating a picture sitemap.
  6. Semantic Markup. Don’t overlook about Schema picture markup, which is increasingly important to speaking to the various search engines in regards to the content material on an online web page, and having that content material be discovered on-line. More on markup here.

The Medium: Video

Videos in your web site and in video platforms like YouTube enhance the consumer expertise by providing extra methods to entry content material on a web page and reply queries in additional than simply the traditional format (textual content).

In June 2014, Google shared insights from a latest examine that showed YouTube was an influential medium on the trail to buy for numerous shopper classes like automobiles, magnificence merchandise and smartphones.


When we checked out our knowledge set from the Data Cube and regarded all of the video click on knowledge accessible in Universal Search outcomes (together with movies surfaced from an internet site and movies surfaced from YouTube), we discovered the clicking curve for video outcomes mirrored that of traditional (textual content) outcomes — besides the typical CTR for Position 1 of a video was 7.9 p.c, whereas the typical CTR for a traditional end result was 20 p.c.

Click-through rate for classic results versus video results

Click-through fee for traditional outcomes versus video outcomes

Should video be part of your wealthy media content material technique? Absolutely. Next, we’ll have a look at some methods to jump-start your video optimization.

6 Video Optimization Tips

Most companies are progressing slowly on utilizing video as a part of their content material technique. Here are a couple of steps to launch your video content material journey:

1. Video Content Strategy. Map out your video content material technique, similar to you’d with textual content content material. What questions will you be answering through video? When is it most applicable to place the video on YouTube versus your individual web site?

Many companies select to do a mixture of each, utilizing video on their very own website as a technique to embrace extra details about the content material on the web page (for instance, product overviews), and YouTube as a branding instrument, answering a number of the extra how-to and research-related queries.

2. Video OptimizationGoogle Video is the “largest video search property on the internet,” according to Google. But it’s not simply video search you need to be optimized for – you need to have the ability to compete in Google’s commonplace SERPs within the Universal Search outcomes when you’ve gotten video in your web site.

Follow optimization greatest practices like avoiding sophisticated JavaScript and Flash for video, and selecting nice thumbnails for video pictures (Google requires they be a minimum of 160 x 90 pixels, max 1920 x 1080 pixels) to extend the probability of a click on. Also, similar to pictures, be sure you thoughts web page load occasions when together with video on an online web page.

3. Video Sitemap. Create a video sitemap to your web site’s movies to let Google know extra in regards to the video content material in your web page. More on how to try this here.

4. Semantic Markup. Don’t overlook about Schema markup for movies, as nicely, to additional clarify what the item is on the web page. provides extra detailed data on how one can mark up videos.

5. Video Description. Text is a crucial a part of video optimization, because it helps Googlebot perceive what the content material of the video is, and can assist the listening to impaired entry the content material, too. Consider the surrounding textual content content material on the web page the video is hosted on. If you possibly can, make the transcript accessible. Transcription of the video is one thing you are able to do whenever you host your video on YouTube as nicely. More on that here.

6. Video Length. Part of making that nice consumer expertise is the size of the video. Research from Wistia suggests shorter is at all times higher, with viewership dropping off after 30 seconds and degrading from there.


If you’re not exploring wealthy media within the coming 12 months as a part of your content material technique, you’re ignoring one large purpose you must: growing the possibility of extra clicks coming from the natural search outcomes to your model.

Whether you’re an ecommerce website or a B2B marketer, pictures and video symbolize extra methods to attach along with your audience on their path to buy, from the analysis stage and the comparability stage to the conversion.

Do you’ve gotten picture and video optimization ideas I didn’t checklist right here? Let the readers know yours under within the feedback.

Opinions expressed on this article are these of the visitor writer and never essentially Search Engine Land. Staff authors are listed here.

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About The Author

Jim Yu

Jim Yu is the founder and CEO of BrightEdge, the main enterprise content material efficiency platform. He combines in-depth experience in creating and advertising giant on-demand software program platforms with hands-on expertise in superior search, content material and digital advertising practices.

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