We all know metadata plays a key role in page rankings, but what about its impact on image rankings? This is the question Madeline posed during a recent webinar:
“How does the metadata on photos help increase rankings?”
Let’s dive in and uncover how image metadata influences rankings and why it’s an often-overlooked part of SEO.
What Is Image Metadata?
In SEO, “metadata” usually refers to information like page titles and descriptions found in the <head> of a webpage. But images have their own metadata, too!
Image metadata describes details about the image, including:
- Creator name
- Credits
- Copyright information
This metadata not only helps users understand an image but also give search engines with valuable context.
Types of Image Metadata and Their Role
Let’s explore the main types of image metadata and how they can influence rankings:
1. Structured Data
Structured data for images, like JSON-LD or Microdata, helps search engines understand image details.
- Use the ImageObject type with properties like contentURL, creator, creditText, and license.
- Google uses structured data for features like the “Licensable” label in image search results, which can enhance click-through rates.
However, structured data doesn’t directly influence rankings but can make images more engaging in SERPs.
2. IPTC Metadata
The IPTC (International Press Telecommunications Council) standard is widely used to describe images.
- It includes properties like author credits, image rights, and more.
- Google also uses IPTC data to label AI-generated images.
3. EXIF Data
EXIF (Exchangeable Image File Format) metadata includes technical details about an image, such as:
- Camera settings.
- Image dimensions.
- Capture location and time.
While Google acknowledged in 2014 that EXIF data could be used in rankings, there’s no evidence it directly impacts rankings today.
Does Metadata Affect Rankings?
Short answer: Not directly.
Metadata isn’t a ranking factor itself, but it can enhance how images appear in SERPs. Features like labels and improved click-through rates can indirectly impact rankings.
How to Optimize Images for SEO
If you want to maximize the value of images on your site, focus on these essential factors:
- Speed: Optimize file sizes to improve page load times and Core Web Vitals.
- Alt Text: Use descriptive alt tags to help search engines understand your image content.
- File Name: Rename images with relevant keywords (e.g., blue-running-shoes.jpg instead of IMG1234.jpg).
In Summary: Does Image Metadata Matter?
While metadata might not directly influence rankings, it’s a crucial part of your SEO toolkit. Properly optimized metadata can:
- Make your images stand different in search results.
- Improve click-through rates.
- Convey important details like licensing and copyright.
So, don’t overlook the power of metadata—it could be the extra edge your SEO strategy needs!
If it all still feels overwhelming, don’t worry! Check out our monthly SEO packages and let the experts handle it for you.
