Increasing SEO Value with Image Alt Tags

Today’s impatient audiences demand pictures—we want high-quality, high-resolution photos, infographics, charts and screenshots–to help tell a story. It shouldn’t come as a surprise then, that Google’s search engine results pages (SERPs) deliver as many results from images as from text. If you’re upgrading your website’s SEO value but ignoring the images on your site, you could be missing out on an important source of organic traffic.

It’s time to start adding alt tags to your images

Also called “alt text” and “alt descriptions,” alt tags are the written copy that appear in place of an image on a webpage if the image fails to load. This text helps screen-reading tools describe images to visually impaired readers and allows search engines to better crawl and rank your website. Optimizing image alt tags creates a better user experience for your visitors.

Be accurate, be descriptive

A good rule of thumb: Think about what someone would see if he/she pulled up a page and couldn’t see the actual image for whatever reason—just the alt tag descriptor. Let’s say we’re looking at a photo of Steph Curry shooting a 3-pointer in an overtime win against the Boston Celtics. A good alt tag: Oakland Warriors’ Steph Curry scores a 3-pointer in overtime to beat the Celtics. Think of this as a little formula.

Here are some best practices for writing effective alt tags

• Be specific. Use both the image subject and the article context as guides.
• Keep alt tags within 125 characters. We’re all used to character limits these days, so keep it brief and relevant. Screen-reading tools stop reading alt tags at 125 characters, cutting off long-winded alt descriptions.
• Forget about starting alt tags with “Picture of” or “Image of “.Don’t use up your character limit on these unnecessary descriptors. Screen-reading tools will already have identified the object as an image from the source code.
• Use your keywords sparingly.Include your article’s target keyword or keyword phrase if it’s easily included in your alt tags. Consider semantic keywords, or just the most important terms. Google is smart and understands semantics. If we go back to our Steph Curry model, we would likely use “curry 3-pointer” in our alt tag because the article is going to be about how this shot was critical to the Warriors’ win.
• Don’t cram your keyword into every single image’s alt tag.If your blog contains a series of images within the blog, include your keyword in at least one of those images.

How to add alt tags to your images

It varies by platform, but in WordPress, open Media, click on an imageand it will bring up a window where you can create/edit each alt tag. I find it handy to open two screens—one for the Media file and one for the article associated with each image because it provides the context that will influence the alt tag.

Could you use some help identifying alt tags for your website? Give me a call!

Include Case Studies: Because Good Marketing Tells a Story

I’ve been working with group of engineers on a website project that includes rewriting their content. I’m trying to make technical language accessible; they’re stuck on engineerspeak. Happily, we’ve been able to compromise!

We’re developing case studies that clearly demonstrate how they’ve helped their clients automate processes that save money, eliminate waste and grow their businesses. A company that’s been around for more than 20 years with an impressive client list of big brands, including Tesla, they’re competing in today’s red-hot robotics market.

Building trust through real-world examples

A case study showcases how you work with your clients. It’s a chance to demonstrate your problem-solving skills, breadth of experience and efforts to go the extra mile to make sure your clients are happy. Convey credibility by highlighting a real company with real metrics. If the information is confidential, describe the company without using its name.

These days, good marketing tells a story

One thing that hasn’t changed is that when it comes to marketing and sales, it’s still all about relationships, and we need to reach our audience on a visceral level. Speak to the pain—the real-time challenges. Showing how your services helped another company is a powerful way to connect with a potential new one.

Case studies follow a formula

A case study follows the traditional story format. You should be able to do this in a few hundred words. Include a client testimonial for additional validation. Include the following:

• Company introduction
• The problem/challenge
• How they found you
• What you’ve done to solve the problem
• Successful conclusion

Look for ways to get more exposure for your case study

Of course you want to post this to your website, hopefully to the Case Studies section, but look for other ways to position case studies to help tell a story.

• Add client recommendations to your Testimonial page.
• Search your website for appropriate places where adding a call-to-action (CTA) to view your case studies is relevant.
• If your homepage has marketing modules or banners, swap these out on a regular basis with a headline and link to your case study page.

Sales collateral and event handouts

Include case studies in any print or online sales and event collateral. Tailor these by industry to help customize your content. Keep them short and accessible. Use a testimonial as a pullquote/graphic for visual appeal. If you’re participating in an event or trade show, prepare a few case studies as handouts.

Add a case study to your email signature line!

Okay. How long has it been since you took a look at the stuff that lives below your signature on your email? Think about using this space to feature a case study. Something like “Read about how we helped our engineering clients increase their 2018 revenue” and include a link.

Considering a video?

Videos enhance SEO and millennials love them. They’re particularly effective when used as testimonials.

Having trouble developing your own case studies? Let me help you develop stories for your marketing program.