The Importance of Search in Visual Content Marketing

Visual Content Marketing An email to a colleague began an unexpected journey.  I began searching for a quote source and ended up writing a blog post on the importance of search in visual content marketing.

The role of images in Content Marketing is to bring visitors to your site.  Why include images? Because content which features relevant images gets more page views.  The next question is – how will those visitors find your website?   In many cases, the answer is via a search engine. Organic search still accounts for more than 50% of website traffic while social media only accounts for 5%   That’s why it’s important to make sure the relevant images you’re using are optimized for search.

The importance of optimizing images for search in a visual content marketing campaign.

I paraphrased a quote I remembered from an episode of Scrubs in the email.  I wasn’t sure if my colleague was familiar with the show, so I tried to provide context.  This began an unexpected journey.

I searched for the quote and was presented with a list of sites.  The first site had hundreds – perhaps thousands – of quotes in text format.  The site was pages and page of text and there wasn’t a global search feature.  I didn’t want to dig through dozens of pages of text so I moved on.

The next result was a blog featuring animated gif images.  The images were ugly and because the quote text was hidden inside the images, it was impossible to search for a particular quote.  I moved on down the list.

I then clicked on the third link.  While the page only listed less than a dozen quotes from this particular television character, the images featuring the quotes caught my eye.  I kept reading as I scrolled down the page.  Each quote was contained within an image but unlike the last site, these images drew me in.  As a result, I quickly found myself at the bottom of the page.  When I got to the bottom of the page, I visited other pages.  I also wanted to share these images with others.

That’s called “visitor engagement” which is a huge win for this site.

Visual content marketing objective achievement unlocked!

(Crowds cheer and throw confetti.)

I then picked up my cell phone to share the images. I had two choices.

  1. I could try to type out the incredibly complex url or
  2. I could search for the images on my phone.

I chose the latter.  Unfortunately, I couldn’t find the images I wanted to share when I searched using my cell phone.

That’s when I noticed there were zero shares using the social media share buttons.  Something is amiss here. I started looking for answers.

No Image Optimization = 0 Social Shares.

Long story short -the site isn’t optimized for search.  Even worse, the images aren’t optimized for search.  Yes -that’s a thing.   Optimizing images for search should be a priority for visual content marketing campaigns.

The search engines can’t “read” the text inside an image. If the search engines can’t read it, they can’t index it. It’s just that simple.

Remember, search drives over 50% of traffic online.  Without the search engines, luck plays a huge role in whether or not your visual content marketing will succeed. Do you really want to give luck such a HUGE role in your content visibility ?

When Email Newsletter Message “Success” Leads to Failure

Taking old school direct marketing tactics and applying them without alteration to email is a popular practice that is doomed to fail.  Applying the old school tactics without considering the change in media will lead to a never ending cycle of “successful” email-marketing newsletters that fail to convert as effectively as they should. I wrote […]

Continue reading...

Question #56: Should I blog?

“Always do your best. What you plant now, you will harvest later.  Og Mandino” James Altucher is an investor, programmer, author, and serial entrepreneur who recently shared his  “Ultimate Cheat Sheet to Starting and Running Your Own Business.”  It’s presented like an FAQ for people who want to start their own business. Probably the most powerful tip […]

Continue reading...

Old School Sales Strategies Don’t Work Anymore!

“Nothing happens until somebody sells something” Like many newly minted college graduates, when I crossed the finish line and collected my BS degree (pun definitely intended) with dual majors in Marketing and Economics, I quickly discovered that my degree was not what I thought it was.  I thought it was the key to success and […]

Continue reading...

The importance of targeting your audience

I’m constantly prattling on around here about the importance of targeting your audience and there is no way for me to overstate the importance of this principle. Targeting your audience is part of the foundation for the success of your business. You can have the best product – the best service – the best solution […]

Continue reading...

Will your content be featured on a FlipBoard

The roles of internet users are becoming more clearly defined these days – a sure sign that the market is maturing.   Internet users today fall into one of three categories: content creators, content curators  content consumers.  In the early days of the internet – before the year 2000 – virtually everyone online moved seamlessly […]

Continue reading...

Passion + Strategy = Success

You might have passion to spare when you start your practice – but passion alone won’t get you to your ultimate goal of success.   To achieve success, you have to have a strategic plan in place.   A while back, I was contacted by a client who had fired me a few years earlier. […]

Continue reading...

RSS feeds will continue to be valuable despite the death of Google Reader

The proverbial “shit” has hit the fan this week about the death of Google reader but it’s not the only service scheduled to meet with the hangman’s noose – iGoogle is also scheduled to die this year as well. There are two reasons I’m commenting on this subject here – first and foremost – I have […]

Continue reading...

Branding elements are a commodity – the art of branding is not

Branding is something that consumers DO to your business however, by using the right “branding elements” – you can provide much needed “direction” in building that consumer perception. Since acquiring branding elements – like a logo, a website design, a facebook page or a twitter account – are all dirt cheap – what’s your excuse […]

Continue reading...

You’re not in control of your “brand”

It amuses me when people start talking to me about “branding” their business because often it’s portrayed like it’s something that the business owner “does” to his or her business. Oh nay nay – branding is something your CUSTOMERS DO TO your business. You may be able to exercise some control as you “guide” their […]

Continue reading...