Cliché: An image is price a thousand phrases.
Truth: HubSpot’s photos are price 120 thousand clicks.
Final yr, my colleague Karla Prepare dinner gave our readers a three,000-word peek behind the scenes into a brand new search engine marketing technique we applied firstly 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 firstly of 2018.
The place that site visitors is coming from is equally thrilling.
As I mentioned, 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 complete natural site visitors by 25% from final yr, we elevated our picture search site visitors by … await 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 outcome that results in the HubSpot Weblog.
“Pics or it did not occur, Braden.” As you would like:
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 elevate.
Our picture site visitors accounts for slightly below 2% of our weblog’s complete month-to-month natural site visitors, which, within the scheme of issues, isn’t all that vital. However though the overwhelming majority of our natural site visitors nonetheless comes from net search (the written blogs themselves), our picture site visitors’s price of improve (779%) is vastly disproportionate to that of our complete weblog site visitors (25%).
And let’s be trustworthy, 2% of eight 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 a couple of different methods up our sleeve alongside the best way that gave our photos some additional juice on the search engine outcomes pages (SERPs), all of that are simply good finest practices in business content material creation.
1. Optimized Alt Textual content
Within the HubSpot COS, we’ve virtually at all times 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 severely.
Relatively 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 publish is concentrating 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 under right into a weblog publish about “faculty programs about search engine marketing,” our alt textual content would possibly look one thing like this:
“Advertising professor exhibiting faculty pupil search engine marketing on her laptop display”
Now, let’s modestly estimate that one in three HubSpot weblog posts (33%) have no less than 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 no less than 87 photos that may doubtlessly seize new natural site visitors for us each quarter.
And if the typical weblog publish targets a key phrase that receives three,500 searches per 30 days — a tough estimate primarily based on the HubSpot Advertising 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 photos x three,500 searches per 30 days). In different phrases, we’re placing ourselves inside tons of of hundreds of Google Picture galleries we weren’t rating in earlier than.
Learn extra about our workforce’s method to alt textual content on this weblog publish.
2. Branded Pictures & Templates
At HubSpot, we create a ton of beneficial sources for our readers to obtain, finally making them a qualifiable lead for the enterprise. Nevertheless, there are nonetheless a ton extra sources our readers need for which we essentially haven’t got a lead technology technique however nonetheless garner beneficial natural site visitors. And these sources seem in picture type on many SERPs which can be necessary 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 photos, the search engine marketing workforce 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 workforce to develop unique HubSpot picture templates for every picture sort.
These new picture templates allowed the weblog workforce to successfully “model” numerous photos they won’t in any other case embed right into a weblog publish and add alt textual content for every picture utilizing the type described above to reveal it on the proper SERPs. Listed below are a pair examples of those branded photos now reside on HubSpot content material:
three. The Search Insights Report
HubSpot’s “Search Insights Report” is a quarterly manifestation of our search engine marketing technique, delivered on to the weblog workforce each three months. These stories include greater than 200 weblog publish matters, all rooted in searches for which we wish to seem on a SERP, that our writers take up and publish over the course of 90 days.
And though we’ve got clearly made deliberate strikes to seize extra picture site visitors over the past yr, the radiative impact these stories have on our web site site visitors cannot be overstated.
For one, as we create these search insights stories each quarter, we’re tapping into matters which can be more and more being present in picture type. 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”:
Supply: Google Tendencies
Right here’s one for all searches associated to “gross sales”:
And, lastly, for “customer support”:
Conveniently, these three matters replicate the goal markets of three of our weblog properties: the Advertising Weblog, the Gross sales Weblog, and the Service Weblog. However picture site visitors has gone up throughout the board, which implies extra site visitors from picture searches has develop into 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 matters, and aligning the content material workforce with this doc, has earned us rating on a few of the best search engine actual property we have ever seen. It stands to cause we might see a bit (alright, loads) 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.