We like our sites to be works of art in their own right. You hear a lot of talk about tactics to impress the search engines with keywords and relevance. That might be applicable in some cases, but today many people don’t search by keywords.They search by images :
In these examples above we have used Google to search for “motors”. At a glance we can see the irrelevant results in the image search – not so easy with the keyword search in the upper image.
- You get more results per page, using an image search.
- it is much faster to browse a page of 40 images than scan 10 texts describing web sites.
- usually an image tells us more information than text, making it quicker to assess the relevance of each result.
- with a scroll of the mouse wheel, you can search many pages. You don’t have to click “Next” and wait for a page to load.
After a discussion with a web marketing guru, we created www.mimenta.com to prove the importance of image searches. The website was created in 2006 with the same amount of text as his site but no meta tags and all headers were images of text and therefore unreadable by the search engines. The only Search Engine Optimisation we did were the titles and descriptors for each image. Twelve months later we had over 7000 hits a month and almost 1000 unique visitors every month (998 to be exact). Today 4.2 million people visit that site every year.
If you are promoting a product, the fastest way you can tell you potential customers is with an image of that product. A good background for that image is like a nice frame around a painting. Take away the frame and even a painting by the greatest master looks ordinary.
Unlike a painting, a website has other views maybe even other products and you want your potential customer to easily find their way around your inventory, each product needs to be presented in the best possible setting while still supplying as much information as possible. Often a photograph doesn’t say enough and can be digitally manipulated.If I was selling a a motor or a complex item like a computer motherboard,the addition of labels to the photograph, says more than pages of confusing text or just a photo on its own.
It’s not just the art that works the magic. Its knowing when and how to use it.It’s about being able to step into the customer’s shoes and see things as they do. It’s being able to plan the flow of information in the right order the customer wants, not the seller and emphasize those points the customer will be most interested in.