You’re already optimizing your site for search engines—right? But many sites overlook image optimization, which means you’re likely leaving qualified search traffic and clicks on the table.

Image-specific searches may be a modest share of overall queries, but blended results—where image “packs” and thumbnails appear directly in the main results—can send meaningful traffic when your visuals are properly optimized.

Search something like “Golden Gate Bridge” and you’ll spot image results on the primary SERP. That’s why image SEO deserves the same attention as text-based SEO if you want to compete in 2025 and beyond.

9 Steps to Optimize Images For Better Search Rankings

Follow these steps to fully optimize your images for search—improving accessibility, relevance, and performance:

Use alt tags
Write long descriptions
Use a descriptive file name
Reduce file size
Include EXIF data
Add rich snippets
Use anchor text in links
Optimize image placement
Add GEO location keywords

Step 1 – Use alt tags

Search engines can’t “see” images, so they rely on alt text to understand the content and purpose of an image. Alt text also improves accessibility for screen reader users and serves as fallback text if an image can’t load.

If you’re using a photo of the Golden Gate Bridge on a foggy day, your alt tag should say something like:

Alt=”Golden Gate Bridge covered by fog”

Here’s what the full image code would look like (including modern performance attributes you should use whenever possible):

Effective alt tags should follow these best practices:

Describe the image’s content or function in plain language—avoid keyword stuffing or “image of…”.
Work in a relevant keyword only when it’s natural and helpful to a user.
Keep it concise (typically a short phrase or sentence) and accurate to the pictured subject.

Step 2 – Write long descriptions

Alt text is brief by design. When an image is complex (charts, infographics, maps), add a longer, human-readable description nearby on the page or on a dedicated URL and reference it from the surrounding copy. This is great for accessibility and can reinforce topical relevance.

For the foggy Golden Gate Bridge, you could include details about color tones, vantage point, time of day, and atmosphere in a nearby paragraph or caption. If you host a separate page with a full description, link to it clearly in the text so users and search engines can find it.

Example code (showing a descriptive image plus a separate description URL you can reference in surrounding text):

<img src=”https://www.quicksprout.com/foggygoldengatebridge.jpg” alt=”Golden Gate Bridge covered by fog” /> — Full description: https://www.quicksprout.com/imageseo.html

Step 3 – Use a descriptive file name

Your image filename should communicate what’s pictured. Avoid generic names like “image1.jpg” or overly broad terms like “goldengatebridge.jpg.” Use a concise, specific name that reflects the subject and context.

A better option would be “foggy-golden-gate-bridge.jpg” (use hyphens, not underscores). This adds clarity for users, improves the URL’s readability, and helps search engines interpret the file.

Step 4 – Reduce file size

Image weight directly affects performance and conversions. Two factors matter: pixel dimensions (fit the rendered size) and file weight (KB/MB). Serve the smallest file that still looks sharp on the intended displays.

You want generous dimensions for clarity, but compress aggressively. Tools like Skitch, TinyPNG, or Squoosh can help—along with modern formats (WebP/AVIF), responsive images (srcset and sizes), and setting width/height to prevent layout shifts. Compression improves load time and Core Web Vitals, which can positively influence visibility and engagement.

Compression improves site speed, which contributes to better user experience and can support stronger rankings over time.

Step 5 – Include EXIF data

EXIF (Exchangeable Image File Format) metadata—and its editorial counterpart, IPTC—stores technical and contextual information inside the image file. While not a direct ranking lever, clean metadata improves attribution, licensing, and consistency across platforms that read it.

EXIF/IPTC data can include:

Camera model and settings (aperture, shutter speed, ISO)
Date, time, and GPS coordinates for the photo
Flash usage and color profile information
Creator, copyright, and licensing notes

At minimum, add creator and copyright details, and keep titles/captions consistent with your page copy and alt text so all signals reinforce the same topic.

Step 6 – Add rich snippets

Structured data helps search engines understand how an image relates to your content. Mark up pages with schema.org (e.g., Article, Product, Recipe) and include image properties. For standalone images or galleries, use ImageObject and include URL, width, height, and license info when applicable.

Use schema.org markup to connect images with your articles, products, or recipes, and validate with Google’s Rich Results Test. Consistent, high-quality markup can improve eligibility for richer displays.

Step 7 – Use anchor text in links

Links help images, too. When an image is linked, its alt text often functions like anchor text, giving search engines extra context. When linking to an image or an image’s page, use descriptive, varied anchor text that reflects the subject naturally.

For example, linking with “Golden Gate Bridge” (and variations like “Golden Gate Bridge photo”) helps associate that asset with relevant terms. Keep anchors natural and avoid repetitive, spammy phrasing.

Step 8 – Optimize image placement

Context is a strong relevance signal. Place images near the most relevant headings and paragraphs, and consider a concise caption when it adds clarity. Ensure the first meaningful image appears alongside text that clearly explains the topic.

Be natural with keywords in surrounding copy. Also, set explicit width/height and use lazy loading for non-critical images to improve stability and speed. If an image is the page’s primary visual (e.g., your LCP image), consider loading it eagerly for faster perceived performance.

Step 9 – Add GEO location keywords

For local visibility, include geo-targeted wording in the filename, alt text, and nearby copy when it’s genuinely relevant—city, neighborhood, or landmark names. Consistency across captions, headings, and on-page text strengthens the local signal.

For example, instead of just “goldengatebridge.jpg,” use:

san-francisco-golden-gate-bridge.jpg

And for the alt text: “San Francisco Golden Gate Bridge covered by fog.” Pair this with local context in the surrounding paragraph (e.g., neighborhood or vantage point) to boost relevance for local image queries.

Conclusion

If you’re already using clear alt text and descriptive filenames, you’ve nailed the basics. Level up by adding relevant long descriptions for complex visuals, tightening performance (modern formats, responsive sizes, lazy loading), and using consistent metadata.

No single tweak will transform image rankings overnight, but the combined impact of precise descriptions, strong context, fast delivery, and clean markup reliably compounds—especially on today’s visual-heavy SERPs.

How to Optimize Images for Better Search Engine Rankings