Every organisation wants to attract potential consumers to its website. If your organisation is fulfilling a totally unique need then the website can be coded in plain text and not need to bother with any visuals – but this is going to extremely unlikely. For any website, striking the right balance of text and visuals is a must, and search engine optimisation considerations also come in to play. A website can load very slowly if it is overloaded with visuals, and as well as annoying a prospective customer it can also affect your natural search engine positioning on search enquiry results listings. Dropping all visual content from the pages is an extreme idea that will not cause a major rise in the website’s natural search engine positioning.

Many factors are now considered in the algorithm used by search facilities when deriving the search engine positioning of a website page, few of which are widely known. Page loading speed has only emerged recently. Large visuals are not the only contributor to poor loading times, but a great difference can be made just by making the image files more compact. However your search optimization specialist should be able to suggesting several other enhancements that are associated with visuals, such as providing alternate description metatags, which incorporate relevant keywords that were chosen as part of the initial keyword review of the page, which will add to the relevance of the page. Your search optimization specialist may recommend changing the location of visuals so that they intrude less with text and the search engine crawlers will realise the relevance of the page content to search requests. There is no point in locating visuals so far down a page that a site visitor does not see them, or so high that your prospective client has to spend too long browsing for the proper content on the page.

Badly managed visuals are not the only component that can be improved by the use of search engine optimisation strategies but they are one of the components that can be included in the basic mechanical enhancements that can have an influence and are often dismissed by some webmasters and optimisation specialists. Embedding relevant keywords into the file names and alt tags of visuals can help just as much as embedding those same relevant keywords into page titles and descriptions. They all increase awareness with the search facilities and that can result in improved rankings.

Pictures are becoming more significant in searches, but the search facilities still depend on page content as a basic element in producing a search result. It is possible to overwhelm a website with too many visuals at the expense of clear text. Significant content is more easily indexed by the search facilities if it is coded as text: it cannot be extracted from visuals. All content on a page should be created with search engine optimisation in mind, so that significant keywords are noticeable on the web page and the results page. Any visuals should be contained in files with suitable names that also assist the search optimization plan and make the results page entry more noticeable.

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