In the world of digital marketing, a picture is worth a thousand words—but only if Google can understand what that picture is. Image optimisation is the process of reducing the file size of your images without sacrificing quality and providing search engines with the right context so they can index your content accurately.
For Brisbane business owners, this is a critical part of SEO. High-quality, fast-loading images improve user experience, reduce bounce rates, and help you appear in Google Image search results, which can be a significant source of local traffic.
Prerequisites
Before you start, make sure you have:- Access to your website’s CMS (e.g., WordPress, Shopify, or Squarespace).
- Your original high-resolution images.
- A basic image editing tool (like Canva, Photoshop, or even a free online resizer).
- A list of your target keywords for the specific page you are optimising.
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Step 1: Choose the Right Image Format
Before you even upload a file, you need to choose the right format. Using the wrong format can lead to blurry images or massive file sizes that slow down your site.- JPEG: Best for photographs and complex images with many colours. It offers a good balance between quality and file size.
- PNG: Best for logos, icons, or images that require a transparent background. Note that PNG files are usually larger than JPEGs.
- WebP: This is the modern standard recommended by Google. It provides superior compression and quality compared to JPEG and PNG. Most modern browsers and CMS platforms now support WebP.
Step 2: Resize Your Images to Scale
A common mistake is uploading a 4000px wide photo from a smartphone when the image will only ever be displayed at 800px wide on your website. Your browser still has to load the full 4000px image, which kills your page speed. Action: Check your website's container width. If your blog section is 1200px wide, resize your image to exactly 1200px before uploading.Step 3: Compress the File Size
Resizing the dimensions is only half the battle; you also need to compress the data. Aim for a file size under 100KB for standard blog images and under 30KB for icons or small thumbnails. Tools to use:- TinyPNG/TinyJPG: Great for quick web-based compression.
- Squoosh.app: A free tool by Google that allows you to compare quality side-by-side.
- Canva: When downloading, use the "Compress file" or "Quality" slider.
Step 4: Use SEO-Friendly File Names
Google’s bots cannot "see" an image the way humans do; they read the file name to understand the subject matter. Avoid generic names likeIMG_001.jpg or shutterstock_final_2.png.
The Formula: Use descriptive, keyword-rich names separated by hyphens.
Bad:* plumber-brisbane-1.jpg (if the photo is actually of a hot water system)
Good:* hot-water-system-repair-brisbane-northside.jpg
Step 5: Write Descriptive Alt Text
Alt text (Alternative Text) is the most important element for image SEO. It serves two purposes: it tells search engines what the image is about, and it provides accessibility for visually impaired users using screen readers. How to write it: Be descriptive but concise. Don't just stuff keywords. Visualise it:* If you had to describe the image to someone over the phone, what would you say? Example:*Licenced Brisbane plumber installing a Rheem hot water system in a residential backyard.
Step 6: Optimise the Image Title Attribute
While not as critical as Alt Text for SEO, the Title attribute appears as a "tooltip" when a user hovers their mouse over an image. This enhances user experience. Make it catchy and relevant to the user's action.Step 7: Add Captions Where Relevant
Captions are read on average 300% more than the body copy itself. While not a direct ranking factor, captions keep users engaged and provide additional context to the surrounding text, which helps Google understand the page's relevance.Step 8: Implement Image Schema Markup
To help your images appear in "Rich Results" (like the product carousels or recipe snippets in Google), you should use Schema Markup. If you use WordPress, plugins like Yoast SEO or Rank Math can handle this automatically for you. For local Brisbane businesses, ensure your "Local Business" schema is correctly linked to your site's visual content.Step 9: Create an Image Sitemap
Images are often loaded via JavaScript, which means Google might miss them during a standard crawl. By creating an Image Sitemap (or ensuring your standard XML sitemap includes images), you give Google a direct map to every visual asset on your site.Step 10: Enable Lazy Loading
Lazy loading is a technique that tells the browser to only load images when they are about to appear on the screen (as the user scrolls). This significantly improves the initial "Page Load Time," which is a confirmed Google ranking factor.Screenshot Description: In WordPress, you can find this setting under 'Performance' or 'Media' settings in most modern themes. It looks like a toggle switch labelled "Enable Lazy Load for Images."
Step 11: Leverage Browser Caching
Browser caching stores image files in the visitor's local browser so that when they navigate to a second page on your site, they don't have to download the logo and header images again. This is usually handled via your hosting provider or a plugin like WP Rocket.---
Pro Tips for Australian Businesses
- Geotagging: If you are a local service provider (e.g., a landscaper in Ascot), consider adding GPS coordinates to your original image metadata (EXIF data) before uploading. This can provide subtle local relevance signals to Google.
- Mobile First: Most Australians browse on mobile. Always check how your images look on a smartphone. An image that looks great on a desktop might cut off important text on a mobile screen.
Common Mistakes to Avoid
- Keyword Stuffing: Don't write Alt Text like
Plumber Brisbane, Brisbane Plumber, Best Plumber Brisbane. This looks like spam to Google and can result in a penalty. - Relying on Plugins Alone: Plugins are great for compression, but they can't write your file names or Alt Text for you. Human input is still required for the best results.
- Ignoring Copyright: Never just "Save As" an image from Google Images. Use your own photos or royalty-free sites like Pexels or Unsplash to avoid legal issues.
Troubleshooting
- Images look blurry: You likely compressed them too much or resized them to a smaller dimension than they are being displayed. Try re-exporting at 80% quality.
- Alt text isn't showing up: Ensure you are saving the page/post after adding the text. If you use a page builder (like Elementor or Divi), make sure you are adding the Alt Text in the specific image module settings.
- Page is still slow: Run your URL through Google PageSpeed Insights. It will tell you exactly which images are still too large.
Next Steps
Optimising your images is a fantastic way to boost your SEO, but it's just one piece of the puzzle. To truly dominate the Brisbane market, you need a holistic strategy.Check out our guide on Local SEO for Small Businesses or contact the team at Local Marketing Group to audit your website's performance today.