Cliché: An image is price a thousand phrases.
Truth: HubSpot’s footage are price 120 thousand clicks.
Final 12 months, my colleague Karla Cook dinner gave our readers a three,000-word peek backstage into a brand new search engine marketing technique we applied at first of 2018. That technique, which was designed to repair a site visitors plateau throughout the weblog, elevated our natural site visitors by 25% 12 months over 12 months — to eight million natural pageviews per thirty days. That is about three million new natural views we did not have at first of 2018.
The place that site visitors is coming from is equally thrilling.
As I stated, 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 whole natural site visitors by 25% from final 12 months, we elevated our picture search site visitors by … watch for 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 consequence that results in the HubSpot Weblog.
“Pics or it did not occur, Braden.” As you want:
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 thirty days to 124,000 natural views per thirty days — a virtually 8X elevate.
Our picture site visitors accounts for just below 2% of our weblog’s whole month-to-month natural site visitors, which, within the scheme of issues, just isn’t all that important. However regardless that the overwhelming majority of our natural site visitors nonetheless comes from net search (the written blogs themselves), our picture site visitors’s charge of improve (779%) is vastly disproportionate to that of our whole 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 Discovered
Because it seems, we had a number of different methods up our sleeve alongside the way in which that gave our photographs some further juice on the search engine outcomes pages (SERPs), all of that are simply good greatest practices in industrial content material creation.
1. Optimized Alt Textual content
Within the HubSpot COS, we’ve virtually at all times crammed in picture alt textual content fields with textual content that (tries to) describe the picture it is related to. Final 12 months, although, we began taking alt textual content far more severely.
Slightly than routinely fill picture alt textual content with the picture file identify — one thing the HubSpot COS conveniently does for you so this discipline is not left clean — we now optimize every picture we embed with the key phrase the weblog publish is focusing 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 beneath 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 displaying faculty pupil search engine marketing on her pc display screen”
Now, let’s modestly estimate that one in three HubSpot weblog posts (33%) have at the least 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 at the least 87 photographs that may probably 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 thirty days — a tough estimate primarily based on the HubSpot Advertising Weblog’s editorial calendar — that is a panorama of 304,500 searches per thirty days to which we’re including extra HubSpot content material (87 photographs x three,500 searches per thirty days). In different phrases, we’re placing ourselves inside a whole bunch of 1000’s of Google Picture galleries we weren’t rating in earlier than.
Learn extra about our staff’s strategy to alt textual content on this weblog publish.
2. Branded Photos & Templates
At HubSpot, we create a ton of helpful assets for our readers to obtain, in the end making them a qualifiable lead for the enterprise. Nevertheless, there are nonetheless a ton extra assets our readers need for which we essentially do not have a lead era technique however nonetheless garner helpful natural site visitors. And these assets seem in picture type on many SERPs which can be necessary to us.
These assets embrace inspiring enterprise quotes, resume templates, pattern emails, and even picture thumbnails that seem in Google’s featured snippets.
To determine these photographs, the search engine marketing staff 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 staff to develop authentic HubSpot picture templates for every picture sort.
These new picture templates allowed the weblog staff to successfully “model” varied photographs they may not in any other case embed right into a weblog publish and add alt textual content for every picture utilizing the model described above to reveal it on the proper SERPs. Listed below are a pair examples of those branded photographs now stay 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 staff each three months. These experiences encompass greater than 200 weblog publish matters, all rooted in searches for which we need 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 12 months, the radiative impact these experiences have on our web site site visitors cannot be overstated.
For one, as we create these search insights experiences 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 displaying a rise in Google Picture seek for all queries associated to “advertising and marketing”:
Supply: Google Traits
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 grow to be 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 staff with this doc, has earned us rating on a few of the best search engine actual property we have ever seen. It stands to motive we would see somewhat (alright, so much) extra picture site visitors because of this.
It’s straightforward for entrepreneurs to attribute web site site visitors will increase to good search engine marketing, however these outcomes in the end aren’t attainable with out the time, creativity, and common sense put into the content material itself.