Now that we have the issue of the necessity of images and graphics settled, let me advise you on how to use them to your SEO advantage. One of the most overlooked aspects of SEO is the optimization of images. A properly optimized image is one that has a relevant file name (i.e. if your image is a photograph of your grandmother it should be labeled gran.jpg not picture267.jpg). Search engines can read the uploaded file name so using something relevant or, if it makes sense, keyword specific lets them know exactly what the image is and how it relates to your site. Search engines aren’t actual human users, rather they are bots and can’t actually see your images. So, you have to read your images to them. Another way of doing this is by employing the alt tag. An alt tag is the way you label your image or graphic once it has been uploaded to your site. An example of an alt tag would look something like this: (if your image was a tulip) alt=”Red and White Tulip”/> .  It isn’t too complicated and by taking the time to label all your images with an alt tag you might generate an increase in your traffic.

 When labeling your images, keep in mind that not all searches are searches for content. Most search engines have an image search and labeling your images properly is a way to gain visibility there and increase the traffic to your site. Even if you aren’t looking to rank for the images themselves, optimizing them is part of getting a high rank for your website. Remember, search engines can read but they can’t see.

There are some who would have you believe that all top ranked sites cheat in order to be number one. This couldn’t be farther from the truth. Websites with top ranking are at the top because they employ expert SEO companies that use Search Optimization Software. They have optimized keywords, and quality content- that is why they are highly ranked. Be this as it may, there are still plenty of people trying to cheat the system. Some use masked keywords to achieve a (very) short term ranking. Masked keywords are words that you have incorporated into your website that don’t actually have any relevance to what the site is actually about. Some instances of this are using celebrity names, political events, or top news headlines in order to lure people to your site. This will probably work for a very short while, but all those customers visiting the site weren’t actually looking for it in the first place and were only attracted to it because of misleading keywords- they will leave your site immediately and never return. However, losing face with customers will be the least of your worries, because when a Search Engine discovers you have been cheating them, they will ban your site from all search, permanently.

Another popular method of scamming (and it is a scam) Search Engines is using noscript tags to hide content that the customer doesn’t see but the Search Engines do. Noscript tags are supposed to be used for alternate content in the event your site content doesn’t appear or a script is not executed. Instead of properly using noscript tags some websites fill them with high ranking keywords/content that has absolutely nothing to do with their site. The Search Engines spiderbots read this content and assign the site a high rank- at first- it doesn’t take long for the bots to recognize the farce and immediately erase the website from memory. Let me stress there is no coming back from this, no excuse in the world will save you from being banned. If you cheat a Search Engine, they will enforce the harshest of consequences- without asking questions.

The lesson? Do not even attempt to fool a Search Engine. You won’t ever be able to outsmart them and the repercussions could be devastating to your business.