When it comes to eCommerce, optimising for search is often synonymous with ranking on Google’s first page for text-based queries.
But what if a largely untapped avenue, like Google Image Search, could drive significant growth?
For our client(onboarded September 2024)—an online retailer of contact lenses—this was the game-changer. Despite having a robust product catalog and decent traffic, our client faced two critical challenges:
- Underutilised image search potential, with low visibility and engagement on Google Image Search.
- A plateau in organic traffic growth despite ongoing SEO efforts for textual search.
With the growing trend of visual shopping, we recognised the opportunity to leverage image search to generate more traffic and improve overall search visibility.
And the results?
Over a 3-month period, the results (when comparing the last three months of 2024 with the last three months of 2023) were noteworthy:
- Total Clicks: Increased by 85.86%, from 799 clicks (2023) to 1.49K clicks (2024).
- Total Impressions: Soared by 114.55%, from 173K (2023) to 370K (2024).
- Average Position: Climbed 15.9 positions from 44.1 (2023) to 28.2 (2024).
This growth not only drove more visitors but also enhanced brand visibility in a competitive niche.
Our approach
We devised a targeted image SEO strategy with the following key components:
1. Image optimisation
- Compressed and resized images for faster load times.
- Added descriptive, keyword-rich alt text and filenames tailored to product-specific queries.
- Improved contextual relevance by embedding images within highly optimised, informative content.
2. Structured data implementation
- Utilised schema markup to ensure Google could better understand and display our client’s product images in relevant searches.
3. Content refinement
- Revamped category and product pages with unique, engaging descriptions and integrated supporting visuals.
- Published blog content with “how-to” guides and infographics, showcasing product images in action.
4. Internal linking strategy
- Linked images to relevant landing pages to drive conversions directly from Google Image results.
Key takeaways
- Prioritise visual SEO: Optimising images isn’t optional anymore, especially for eCommerce.
- Alt Text is critical: Descriptive and keyword-rich alt text bridges the gap between search engine bots and user intent.
- Context matters: Pairing high-quality images with valuable content maximises user engagement and search visibility.
- Schema markup boosts discoverability: Structured data improves how search engines interpret and display images, enhancing click-through rates.
So is image search the missing link in your SEO strategy?
Take the first step by auditing your current images and capitalising on this underutilised search channel!
For more SEO case studies, check out: www.growth.pro/seo-case-study