Content marketing has now become an extremely important tool in a brand’s arsenal, especially with regards to generating leads. But while long-form articles and white-papers continue to own their space on the internet, according to the latest digital marketing trends, alongside text, visuals and video have become the more effective methods for brands to increase their SEO.
For newer brands launching their first websites, some SEO Basics need to be followed when optimizing your text content, but similar strategies can be used for visuals that will keep customers on your page for longer and give them a reason to share your content.
Google, the largest search engine in the world, has been upgrading its platform, making it more convenient to index your images. While in the past images did little for SEO, now with the help of well-written alt tags even your imagery can build on your Google rankings. While Google text searches continue to be the primary search form, users are also beginning to use image search fairly frequently. Thus, image search engines have been updated for users, becoming better at indexing and categorizing parts of images.
Adopting visuals will lead to organizations seeing a marked difference in their online engagement. Here are a few more reasons why brands should be turning to using visuals consistently across their websites to boost SEO.
Visuals Capture Attention Faster
Life has gotten so much busier in the last few years and it is now impossible for working people to take a few minutes out of their day to read an entire article. Additionally, with so much stimulation being generated from the digital sphere, it has become very difficult to keep your audience focused on your content for longer than a few seconds. If a business is focusing solely on optimizing their text content in their digital marketing, they will miss out on keeping their audience’s attention for a significant period of time.
Visuals are a one-stop shop for all kinds of information. Whether they are infographics, images, videos, or animations, visuals have the ability to share a large amount of information while demanding very little time from the audience. Grammarly’s Pinterest boards are humorous and engaging and hold your attention with ease.
It isn’t only about capturing attention: visuals are also easier to retain than paragraphs of text. Using visuals to further illustrate your text points can make recall much easier for readers and keep them coming back to your site for reference.
When your customers and readers have little time to spare, a great visual can do the job of a thousand words read leisurely over time. By using the right landing page visuals, brands can make a significant impression on visitors to their site and see a resultant increase in their SEO.
Visuals Make Your Brand Identifiable
Brands already know the importance of a strong brand identity, which is why they work so hard, and spend so much money, creating an attractive logo. This effort can easily be transferred to the rest of the visual content a company uses to make the brand more identifiable to audiences.
However, this does not mean that businesses should stamp their logo on all visual material. Instead, they should create a visual language that is all their own and which can make them easy to spot even without their logo.
If you look at brands like Oreo and Starbucks, you will immediately notice a consistent visual identity that they use across all their digital platforms—web and social. One does not need to look at their branding to recognize their products, that is how consistent their visual library has been over the years.
By designing a consistent visual identity, brands can make themselves far more identifiable and see their SEO go through the stratosphere.
Visuals Can be Customized
While brands trying to save a few cents, and time, may invest in stock photography for their visual assets, this is unlikely to help their SEO. Users have become extremely savvy now and will be able to spot a stock photo immediately. Also, because of the plethora of stock photo sites, a number of companies are reusing the same images, and that immediately removes any chance of a brand being visually identifiable. Even with the right alt-tags, stock images will not impact your SEO positively as much as original imagery.
Unfortunately, creating original visual in-house can be an expensive proposition, requiring businesses to invest in professional photography and studio space, at the very least. While this is still possible for larger companies, for small businesses, this is an extremely difficult ask.
With the rise of visual template services, it has become far easier to create original and customizable visuals that suit the needs of the business. There are now templates available for everything, from social media posts to web banners, from infographics to white papers. All of which can be customized for the purposes of the brand’s messaging.
Take a look at the Facebook post below. The icons, colors, and text can all be adapted for different circumstances, creating different content with minimal effort.
Original visuals will give your site’s visitors a better feel of your company and allow them to grasp important information about your products and services with a quick glance at your content. In turn, this will keep your audience engaged with your site for longer, which is your primary aim.
Visuals are Easily Shareable
The great thing about visuals is how much easier it is to share around the internet. We have established the popularity of visuals already, so it isn’t surprising that an attractive post or detailed infographic is more likely to be shared than a long article trying to convey the same information.
MoonPie’s Instagram shares fun shareable visuals, something like this simple infographic that arrests the viewer and can easily be shared.
Because social media is so visual-forward, having strong images makes it more likely for users to share your content to their followers, thus driving more traffic to your website. Visuals can also be embedded on sites, with permissions, which will include redirects to your brand’s website, thus further increasing traffic and boosting SEO.
Visuals Can be Adapted from Other Content
For businesses trying to ensure brand recall, content marketing can feel burdensome because of the amount of material one needs to create to stay top of mind. But that needn’t be the case, because content can be repurposed into visuals.
Blog posts can be adapted into charts or infographics, which in turn can be divided into smaller images and shared across social media channels. Social media posts can be reposted with the use of new images. Visuals are also excellent for sharing data of any kind in a way that is more engaging and attractive, like this fun chart about how students feel during summer that could accompany a longer blog.
By adapting visuals from existing content, you not only give your content a new lease on life, but increase the chances of keeping your audience engaged and increasing your SEO.
There is barely anything one can’t do with visuals when one is a little imaginative. When you are using your SEO analysis tools to examine your website, you will see a massive difference in your SEO when you start using visuals on a consistent basis. And for businesses looking for the right visuals to help their marketing, you can boost your SEO today with visual templates from tools like Venngage.