Boost rankings and conversions comprehensively with image and video SEO

In a world where users are increasingly 'reluctant to read,' visual content like images and videos has become the most effective form of communication on the Internet. However, many businesses focus only on the visual appeal of their images and videos, while overlooking a strategic element: SEO.

Image and video SEO not only helps your website increase visibility on Google, but also contributes to faster page load times, improved user experience, and especially, enhanced conversion rates. So how can you properly optimize multimedia content? This article will analyze everything from the fundamentals to practical applications across different types of businesses.

Why is image and video SEO more important than ever?

1. Users prefer images and videos over text

According to HubSpot research:

• 72% of users prefer watching a video over reading a product description.
• Articles with illustrative images attract 94% more views than those without.
• Google increasingly prioritizes video and image content in top search result positions, especially on mobile devices.

Conclusion: If you don’t optimize your images and videos, you’re missing out on a crucial part of the SERP (Search Engine Results Page).

2. Image and video SEO supports overall SEO

• Lower bounce rate: A product introduction video encourages users to stay on the page longer.
• Faster page load speed: Properly compressed images help your site load faster → a key ranking factor in Google’s algorithm.
• More shareable content: Visual content is easier to share on social media → generating more natural backlinks.

Image SEO – Optimize not just for “looks” but also for rankings

1. Choose the right image format

Not all formats are created equal:

Format	Advantages	Disadvantages
JPEG	Lightweight, easy to compress	Lossy quality
PNG	High quality, supports transparency	Large file size
WebP	Efficient compression, high quality, preferred by Google	Not fully supported on older browsers

Recommendation: Prioritize WebP if your site aims for speed and SEO performance.

2. Optimize image filenames

Google cannot "see" images; it understands them based on filenames and description tags.

Wrong: IMG002.png

Correct: thiet-bi-loc-nuoc-karofi-10-lit.png

Tips:

• Use lowercase, no accents, separate words with hyphens (-)
• Clearly describe the image content, and include main keywords when appropriate

3. Add ALT Text (alternative text)

Alt text is a must for image SEO, serving to:

• Support visually impaired users
• Help Google understand the image content
• Appear when the image fails to load

Tips for writing effective alt text:

• Keep it short and accurate
• Don’t keyword stuff
• Limit to under 125 characters

4. Compress images without losing quality

Tools:

• TinyPNG, Squoosh, ImageOptim (Mac)
• WordPress plugins: ShortPixel, Smush, EWWW

Google highly values fast-loading websites, and images are often the main culprit for slow pages. Proper compression can reduce file size by up to 70% without losing sharpness.

5. Use lazy loading

Lazy loading ensures that images load only when users scroll to them, improving initial page speed.

Implementation:

• Add the attribute to <img> tags
• Use a CMS plugin if using WordPress, Shopify, etc.

Video SEO – Optimize to dominate both Google and YouTube

1. Video SEO isn’t just YouTube SEO

Many assume video SEO applies only to YouTube. In fact:

• Google can index videos directly from your website if properly embedded
• Videos can appear in Google Video, Google Images, and Google Discover

You need to optimize video content for both platforms: YouTube (social) and your Website (organic)

2. What video elements need to be optimized?

Video SEO checklist for websites:

• Filename: like images, should include target keywords
• Metadata: clear title, description, and tags with relevant keywords
• Video schema (structured data): helps Google understand content and display rich snippets
• Optimized thumbnail: high-quality image with relevant keyword context
• Transcript: video script text improves searchability and accessibility

3. Your video must solve the right problem

Google treats video watch time as a ranking signal. Short, unfocused videos will hurt engagement.

Recommended structure:

• Grab attention in the first 5 seconds
• Clearly explain the value
• Include a strong call-to-action (CTA) at the end

4. Optimize your videos on YouTube

• Title: Include the main keyword, ideally 60–70 characters
• Description: At least 250 characters, include timestamps and website links
• Hashtags: Relevant to the industry and current trends
• Tags: Add supporting keywords
• Playlists: Group videos by topic to increase watch time

YouTube is the world’s second-largest search engine—treat each video like a full SEO content piece.

Combining image and video in website content strategy

1. Blog + Infographic + Video: A combination that boosts time on site

An optimized blog post includes:

• 1–2 illustrative images
• 1 infographic summarizing content
• 1 detailed explainer video

→ Can increase time on site by 2–3 times, significantly boosting conversions and SEO ranking.

2. Product pages: Images + demo videos + real customer reviews

An optimized product page should include:

• High-resolution images from multiple angles
• Demo or unboxing videos
• Review videos from real customers

This content not only improves SEO but also reduces returns and increases purchase rates.

3. Social and SEO go hand in hand

• Videos shared on Facebook, TikTok, YouTube Shorts… can drive backlinks to your website
• Blog post images can be repurposed for Instagram, Pinterest

Multichannel content strategy is the fastest way to maximize the power of image and video SEO.

Common mistakes in image and video SEO

• Using heavy image files → slow site, lower rankings
• Missing alt text or keyword stuffing
• Embedding videos without transcripts or schema
• Using irrelevant stock videos
• Optimizing YouTube but not linking viewers back to your website

Images & Videos Are SEO Assets – Not Just Decoration

In a fiercely competitive environment, plain text alone isn’t enough to retain or persuade users. Image and video SEO allows you to tell stories visually, demonstrate with action, and keep users engaged longer.

Treat every image and video you create as a digital asset. When properly optimized, they not only help you rank on Google but also enable you to sell—without relying solely on ads.