Photos do a lot of work on a business website. They show your products, your team and your finished jobs. They can also bring in visitors through Google Images if they are set up properly.

Most of that setup is simple. It comes down to how images are added to the page, what they are called and how they are described. Here is what Google’s own guidance says and how to apply it.

How Google finds your images

Google finds images through the src attribute of the HTML img element. That includes img elements sitting inside a picture element. Google does not index images set as CSS backgrounds. If an important photo is a background in your page builder, Google will not treat it as an image.

This is worth checking on any modern design. Large banner images are often added as backgrounds because they are easier to style. That is fine for decorative textures and patterns. For product photos and project images you want found, use a normal image element instead.

Image sitemaps can help Google find images it might otherwise miss. They can even list image addresses on other domains, which is handy if your images are served from a content delivery network. Your developer can confirm if your current sitemap includes images. It is a quick job to check. The details are set out in Google’s image SEO best practices.

Writing alt text that helps

Google calls alt text the most important attribute for image metadata. It describes the image for people using screen readers. It also helps Google understand what the picture shows. When an image is used as a link, the alt text acts like anchor text for that link.

Good alt text describes the image in the context of the page. Keep it plain and specific. Avoid stuffing it with keywords, which Google warns against. A list of search terms is no help to someone listening to the page.

Here is a simple comparison. Alt text that reads “deck” says very little. Alt text that reads “new merbau deck with built in bench seating” tells people and search engines what they are looking at. A string such as “deck builder decking cheap decks best decks” is keyword stuffing and should be avoided.

Original photos of your own work are worth protecting once they are online. If they turn up on another business’s site, there are options when someone is stealing content from your business website. Keep the original files with their dates so you can show they are yours. Describing them well also helps search engines connect them to your pages.

File names and placement

Google recommends short, descriptive file names. Generic names such as IMG00023.JPG or image1.jpg tell search engines nothing about the picture. A short name that describes the subject, such as merbau deck bench, does the job far better. Rename files on your computer before you upload them.

Placement matters too. Google suggests putting images near relevant text and on pages that match their subject. A photo of a bathroom renovation belongs on the bathroom renovations page, close to the paragraph that talks about it. The surrounding text gives the image its context.

This ties in with how your pages are organised. When each service has its own page, each set of photos has a natural home. That is one more reason to optimise your website structure for SEO before adding galleries. Clear sections make image placement much easier.

Formats, quality and speed

Google Search supports BMP, GIF, JPEG, PNG, WebP, SVG and AVIF images. Make sure the file extension matches the actual file type. Newer formats such as WebP and AVIF can be offered through a picture element, with a fallback for older browsers. Always include a standard img element with a src attribute as that fallback.

Quality still counts. Google notes that sharp images of good quality perform better, especially as thumbnails in search results. Blurry or heavily cropped photos rarely show your work at its best. Use your own photos where you can rather than generic stock images.

Images are often the largest part of a page’s total size. Google recommends optimising them and using responsive images, so phones are not sent huge desktop files. The srcset attribute lets the browser pick a size that suits the screen. You can test the result with PageSpeed Insights.

Reference the same image address each time you reuse an image across pages. Google says this lets it cache the image rather than fetch it again. It keeps your media library tidy too. There is no need to upload five copies of the same logo.

Images beyond your website

The same photos often appear in your newsletters and social posts. A consistent library of well named images saves time across every channel. If you run email marketing campaigns, it makes sense to pull from that same library. Give each image a clear description there as well, so readers still understand the message if images do not load.

Search habits vary between countries and platforms. The way businesses compete for attention differs across digital marketing around the world. Yet the basics of a well described, fast loading photo stay the same. Get those right on your own site first.

A quick check before you upload

Before you upload your next batch of photos, run through these points. They take a few minutes per image. Over time they add up to a much stronger image library.

• Use a normal image element, not a CSS background, for photos you want found.
• Rename the file with a short, descriptive name.
• Write plain alt text that describes the image in context.
• Resize and compress the file before uploading.
• Place the image near the text it relates to.

Frequently asked questions

Does alt text help SEO?

Yes, it does. Google describes alt text as the most important attribute for image metadata. It also makes your site easier to use for people with screen readers.

What image format should I use?

Google Search supports JPEG, PNG, WebP, AVIF, GIF, BMP and SVG. WebP and AVIF can be served through a picture element with a fallback. Pick the format that keeps the file small without losing clarity.

Can Google read images that are page backgrounds?

No, it cannot. Google does not index images set through CSS. Use an img element for any image you want to appear in search.

Should I put keywords in every alt tag?

Only where they describe the image naturally. Google warns against keyword stuffing in alt text. Describe what is in the picture and the relevance usually follows.