Image SEO.

Images do two jobs on a website: they show what is being described, and they are searched for themselves. Google Images, visual search with Google Lens and image blocks in the normal results are separate routes by which people reach a website. Someone who wants to renovate a bathroom often searches for images first to gather ideas, and so ends up with the provider whose photos are the most convincing.

Search engines understand images much better today than they used to, but they still rely on clues. The most important are the alt text, which describes the image content in words, the file name ('bathroom-renovation-meilen.webp' instead of 'IMG_4711.jpg'), the surrounding text and a caption. For people with visual impairments, the alt text is also the only way to grasp the content; image SEO and digital accessibility go hand in hand.

Technically it is about size and format. Photos straight from the camera often weigh several megabytes and slow the page down considerably, which worsens the Core Web Vitals, especially LCP. Modern formats such as WebP or AVIF, a resolution adapted to the display with several sizes for different screens, and lazy loading for images outside the visible area solve this. Important: the largest image in the visible area should specifically not be loaded lazily.

The third aspect is uniqueness. Stock photos appear on thousands of websites; they do not distinguish an offer and have hardly any chance in image search. Original photos of projects, the team and the premises prove that there is a real company doing real work. That builds trust with people and is an indication of experience in the sense of E-E-A-T.