Image SEO: How to Optimize Images for Google and Bing?

Step 1: Choose the Right Image Format

Choosing the right format is the foundation of image SEO. Here are the most common formats:

• JPEG: Ideal for multi-color photos. Balances quality and file size.
• PNG: Best for images with transparency or images that need high detail, such as logos.
• WebP: Offers high-quality pictures at smaller file sizes, widely supported by modern browsers.
• SVG: Perfect for icons and logos that require scalability without losing quality.

Tip: Use WebP whenever possible to improve loading speed without compromising quality.

Step 2: Compress Images for Faster Load Times

Large images can slow down your site, which negatively impacts your SEO. Use compression tools like:

• TinyPNG / TinyJPG – Free online compressors for PNG and JPEG images
• Squoosh – Google’s free tool with advanced compression options

Helpful tip: Reduce image size without compromising quality. For web use, it’s generally recommended to compress files to less than 200 KB per image.

Step 3: Use Descriptive File Names

Before uploading an image, rename the file to describe its contents. Avoid generic names like IMG1234.jpg. Use keywords that match the image’s content.

Example: Instead of IMG1234.jpg, use red-running-shoes.jpg.

Search engines use these names as a relevance signal, improving the chances of your images appearing in search results.

Step 4: Optimize Alt Text

Alt text describes your image for search engines and screen reader users. Effective alt text should:

• Be concise but descriptive
• Include primary keywords naturally.
• Avoid keyword stuffing

Example: For an image of a chocolate cake, use:
alt=”Homemade chocolate cake topped with fresh strawberries”

Step 5: Add Captions and Context

While captions aren’t required for SEO, they help increase reader engagement. A brief description next to your image can also provide context for search engines. Ensure there’s enough text around the image to establish the topic.

Step 6: Implement Structured Data

Structured data for images, such as from Schema.org, can increase your chances of appearing in optimized results on Google and Bing. For items like products, recipes, and events, proper markup helps your images appear in optimized search results, along with additional information like ratings and prices.

Step 7: Use Lazy Loading

Lazy loading suspends the loading of images until they are displayed on the user’s screen, which can improve initial page load speed (a ranking factor). Most modern CMS platforms natively integrate this functionality, but you can also use plugins such as:

• WordPress: Smush or WP Rocket
• Shopify: Built-in lazy loading features

Step 8: Optimize Image Sitemaps

Google and Bing can index your images more effectively if you submit a sitemap or include image entries in your regular sitemap. Make sure your sitemap contains:

• Image URLs
• Image captions or descriptions
• Relevant page associations

Step 9: Mobile-Friendly Images

With mobile indexing, your images must look great and load quickly on all devices. Use responsive images with HTML srcset attributes so the image browser can select the right size for the user’s display.

Tip: On mobile, avoid using oversized images to avoid slow loading times (and a poor user experience!).

Step 10: Monitor and Improve

SEO isn’t a one-time effort. Track your images’ performance in search engines with the following tools:

• Google Search Console: Check impressions and clicks for images
• Bing Webmaster Tools: Monitor visibility and indexing
• PageSpeed Insights: Ensure images don’t slow down page speed

Based on these insights, continue to refine image size, formats, alt text, and surrounding content.