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7 Reasons Why Content Needs Amazing Images, Videos & Visuals



7 Reasons Why Content Needs Amazing Images, Videos & Visuals

Humans are visual-oriented beings.

We use five critical senses daily to solve problems and get through our daily lives, each of which helps humans significantly.

But vision is responsible for 80% of everything humans learn, and similar numbers are likely for most animals with developed brains.

That’s why visual-rich media – photos, images, videos – have a huge impact on the success of written content and overarching content marketing strategies.

Visuals Communicate Ideas Faster & Easier

Eye-catching visuals captivate us; then, we use that focus to better understand the message that visual conveys – and who is behind the message.

This is why having visuals is so important in branding and marketing.

Visuals do the same for leads, sales, and the forces that drive them.

People consistently hold the things that are most attractive in life – those people, places, and products – in high regard. They’re sought after with great pride and determination. They’re popular and in demand. And they’re visually appealing, for better or worse.

Build your content the same way.

Start by properly planning your content with its messaging, audience, and goals in mind.

But never ignore the need for compelling visual content to supplement – or complete – each piece of content.

From the beginning, you should consider what kinds of images, infographics, videos, animations, and any other rich media could be added to your content to enhance messaging and further ensure it resonates with users.

Telling your audience is one thing; showing it while doing so makes the world of a difference.

There are many visual-rich media types that will improve your content exponentially. And the numbers support it.

Most of all, let’s not forget to lean on science.

Solely reading words can only go so far in storytelling; visuals are processed 60,000 times faster than text, so including them in your content can help pique your audience’s attention quickly.

Looking beyond blanket statistics, here are seven evidence-based reasons why content needs compelling visuals to fully and efficiently convey a message, tell a story, and create a connection.

1. Humans Prefer Visuals

People are visual creatures by nature.

It’s not just because of our short, modern-day attention spans that we tend to prefer video, animation, and imagery over text (because of how much faster and easier we can consume it).

It’s also because we can obtain and retain this information faster, better, and for longer.

Visuals are easier to digest, as well as easier to remember.

And they’re more available now than ever before.

With the growth of multi-device usage for people across the planet, it’s no surprise visual content has become vital to success.

It’s probably also why, in 2022, internet traffic from videos made up 82% of all global web traffic on Earth.

In today’s digital climate, we’re more likely to be quickly captivated by an image or video than by words on a page. That’s likely how humans have always been, at least since their introduction to the video.

There has been a dramatic shift in content (and content preferences) with the growth of faster phones, better picture quality, faster internet connections, and more content and content types available.

We can expect this to continue trending that way.

2. Visuals Create Connections

The right visuals can create strong connections.

With the fast-paced lives many people live, it’s harder now than ever to capture – and retain – attention spans. We need all the help we can get to ensure people are actually absorbing (watching, reading, hearing, etc.) the content we produce.

Visuals help us make those connections.

These connections – built upon emotion and messaging – become stronger with creative, stimulating visuals that are the backbone of marketing success.

Not only do visuals allow brands to enhance and clarify their messaging, but they also help solidify brands’ identities.

This is how brands become “household names,” recognizable anywhere in the wild.

And it’s why all digital assets a company owns should be branded before publication.

That way, when they are re-shared across the web, the right brand gets the credit for them while building that connection with its audience.

3. Visuals Generate More Organic Visibility

As Google search evolves, so do the ways people search and interact with it.

There are now more search verticals at the forefront of search.

Now more than ever, users know the varying ways to use search to their advantage depending on the subject they’re searching for and the stage of intent they’re at.

Both factors determine the results we see.

Marketers should be considering those (and other distinguishable factors) and the best way your messaging can be displayed in terms of how it appears on:

  • Your webpages.
  • Social media.
  • Search.

When snippets have compelling visuals, they perform better. That’s why CTRs are higher for content that contains images.

Google is also continually transforming how its platform works and is presented, and, in turn, how humans interact with it is also transforming.

Since search results have become more personalized and dynamic, user interaction has changed. Visuals stand a better chance to be seen since their surface area has also increased across multiple search verticals.

That includes Google Discover, a curated news feed of online content delivered to Google users that the company’s automated systems think would be interesting and appealing to specific users.

And while many of the best practices for showing up in Discover are still up for debate, using high-quality imagery in pieces of content is a recommendation Google has pointed towards on several occasions for showing up – and earning clickthroughs – in Discover.

In addition to the uptick in searches coming from mobile devices, voice search continues to grow, too.

These types of searches represent additional chances for a brand’s rich media to show up, especially considering search results commonly vary based on device.

Many eyes also see a specific piece of content through social media shares, emails, and more, including the referral visits attributed to those backlinks.

4. Visuals Help Capture Short Attention Spans

While obvious, it’s probably the most important one on this list.

No matter how you slice it, humans don’t just want visuals – they need them.

The average person can get distracted (or bored) within a few seconds. That doesn’t give you much time to grab someone’s attention.

Video, infographics, and relevant, high-quality photos can help break through the noise and reach those with short attention spans.

Make sure you capture your audience’s attention fast!

But don’t stop there.

Ensure you publish and share useful content for your audience that is valuable and beneficial to them. Otherwise, you’re going to lose them.

5. Visuals Are More Memorable

Visuals don’t just stand out at first sight; they’re also easier to remember.

Add visuals to well-researched and useful content, and that content is much more likely to resonate with its audience over time.

The message being communicated in any piece of content – even its headline(s) – can be enhanced by relevant and memorable supplemental rich media.

Adding visuals to any presentation helps humans’ ability to recall it up to several days later by 65% and by 80% to recall it within just a few hours.

Remember when we used flashcards and other visuals in grade school to help us learn new topics? That’s because so many of us are visual learners who can comprehend and retain information better, faster, and easier through the use of visual aids.

This is the same.

Most humans retain visual information much better, clearer, and longer than we can solely with written words.

And, those visual connections often remain in place for a long time – sometimes for entire lives.

6. Visuals Can Help Drive Leads

Visual content can lead to increased engagement – and more engagement often means more leads.

Match this concept with a clear and consistent brand tone, and one of the most critical components of your content strategy will be in place.

But all aspects of the strategy need to make sense to generate real, quality leads. That includes using high-quality and relevant rich media to support your message and connect with your audience.

Use visuals as the tool they are and explain common questions or unique ideas efficiently.

There’s a reason visual assets in content marketing continue to increase yearly.

Plenty of evidence points to people’s favoritism for watching a video versus reading a bunch of text when learning about a new product or service.

Relevant rich media matched with the right written content can have incredible results. And, to drive leads through content marketing efforts, that should be the goal every time.

Beyond just including relevant visuals with content is the aspect of digital quality. This matter greatly as well.

The quality of product images is critical when people are browsing (then selecting) a product and will impact a user’s decision-making along the way.

Most people will see page image(s) before recognizing and reading words, including a product title.

Depending on that first-impression visual, they will either be turned on or off, then decide to stay, go, or buy/convert.

7. Content Can Be Repurposed Into A Variety of Rich Media Types

One challenge all marketers face is how to keep content fresh without too much reoccurring overhead (editing, shooting, color-correcting, etc.) – and without boring your audience by beating a dead horse.

That’s where repurposing content comes in.

There are various ways to repurpose data that is optimized for delivery on specific platforms/devices and for specific audiences, including various content forms for different stages of intent that make it possible to reach customers in all different stages of the buyer funnel.

Don’t be afraid to take survey data, write a blog post about your findings, then turn it into a pie chart – then an infographic,  an animated video, and a meme, before talking about it on a podcast.

Get the most out of your content by repurposing it in a way that makes the most sense for both your content and audience.


It sounds dramatic, but visuals make a huge difference in the value of content.

Visuals affect how people digest content and how they understand it, retain it, and even engage with it.

Visuals also affect how that content appears in organic search and how people react to it.

Use this to your advantage and help people (and search engines) better understand your content more quickly and efficiently by using images and other visuals to enhance your messaging.

The numbers show just how much better rich media fares in the wild. Use it to your benefit, save money, and increase your brand following.

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Featured Image: Kaspars Grinvalds/Shutterstock

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GPT Store Set To Launch In 2024 After ‘Unexpected’ Delays




GPT Store Set To Launch In 2024 After 'Unexpected' Delays

OpenAI shares its plans for the GPT Store, enhancements to GPT Builder tools, privacy improvements, and updates coming to ChatGPT.

  • OpenAI has scheduled the launch of the GPT Store for early next year, aligning with its ongoing commitment to developing advanced AI technologies.
  • The GPT Builder tools have received substantial updates, including a more intuitive configuration interface and improved file handling capabilities.
  • Anticipation builds for upcoming updates to ChatGPT, highlighting OpenAI’s responsiveness to community feedback and dedication to AI innovation.

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96.55% of Content Gets No Traffic From Google. Here’s How to Be in the Other 3.45% [New Research for 2023]



96.55% of Content Gets No Traffic From Google. Here's How to Be in the Other 3.45% [New Research for 2023]

It’s no secret that the web is growing by millions, if not billions of pages per day.

Our Content Explorer tool discovers 10 million new pages every 24 hours while being very picky about the pages that qualify for inclusion. The “main” Ahrefs web crawler crawls that number of pages every two minutes. 

But how much of this content gets organic traffic from Google?

To find out, we took the entire database from our Content Explorer tool (around 14 billion pages) and studied how many pages get traffic from organic search and why.

How many web pages get organic search traffic?

96.55% of all pages in our index get zero traffic from Google, and 1.94% get between one and ten monthly visits.

Distribution of pages by traffic from Content Explorer

Before we move on to discussing why the vast majority of pages never get any search traffic from Google (and how to avoid being one of them), it’s important to address two discrepancies with the studied data:

  1. ~14 billion pages may seem like a huge number, but it’s not the most accurate representation of the entire web. Even compared to the size of Site Explorer’s index of 340.8 billion pages, our sample size for this study is quite small and somewhat biased towards the “quality side of the web.”
  2. Our search traffic numbers are estimates. Even though our database of ~651 million keywords in Site Explorer (where our estimates come from) is arguably the largest database of its kind, it doesn’t contain every possible thing people search for in Google. There’s a chance that some of these pages get search traffic from super long-tail keywords that are not popular enough to make it into our database.

That said, these two “inaccuracies” don’t change much in the grand scheme of things: the vast majority of published pages never rank in Google and never get any search traffic. 

But why is this, and how can you be a part of the minority that gets organic search traffic from Google?

Well, there are hundreds of SEO issues that may prevent your pages from ranking well in Google. But if we focus only on the most common scenarios, assuming the page is indexed, there are only three of them.

Reason 1: The topic has no search demand

If nobody is searching for your topic, you won’t get any search traffic—even if you rank #1.

For example, I recently Googled “pull sitemap into google sheets” and clicked the top-ranking page (which solved my problem in seconds, by the way). But if you plug that URL into Ahrefs’ Site Explorer, you’ll see that it gets zero estimated organic search traffic:

The top-ranking page for this topic gets no traffic because there's no search demandThe top-ranking page for this topic gets no traffic because there's no search demand

This is because hardly anyone else is searching for this, as data from Keywords Explorer confirms:

Keyword data from Ahrefs' Keywords Explorer confirms that this topic has no search demandKeyword data from Ahrefs' Keywords Explorer confirms that this topic has no search demand

This is why it’s so important to do keyword research. You can’t just assume that people are searching for whatever you want to talk about. You need to check the data.

Our Traffic Potential (TP) metric in Keywords Explorer can help with this. It estimates how much organic search traffic the current top-ranking page for a keyword gets from all the queries it ranks for. This is a good indicator of the total search demand for a topic.

You’ll see this metric for every keyword in Keywords Explorer, and you can even filter for keywords that meet your minimum criteria (e.g., 500+ monthly traffic potential): 

Filtering for keywords with Traffic Potential (TP) in Ahrefs' Keywords ExplorerFiltering for keywords with Traffic Potential (TP) in Ahrefs' Keywords Explorer

Reason 2: The page has no backlinks

Backlinks are one of Google’s top three ranking factors, so it probably comes as no surprise that there’s a clear correlation between the number of websites linking to a page and its traffic.

Pages with more referring domains get more trafficPages with more referring domains get more traffic
Pages with more referring domains get more traffic

Same goes for the correlation between a page’s traffic and keyword rankings:

Pages with more referring domains rank for more keywordsPages with more referring domains rank for more keywords
Pages with more referring domains rank for more keywords

Does any of this data prove that backlinks help you rank higher in Google?

No, because correlation does not imply causation. However, most SEO professionals will tell you that it’s almost impossible to rank on the first page for competitive keywords without backlinks—an observation that aligns with the data above.

The key word there is “competitive.” Plenty of pages get organic traffic while having no backlinks…

Pages with more referring domains get more trafficPages with more referring domains get more traffic
How much traffic pages with no backlinks get

… but from what I can tell, almost all of them are about low-competition topics.

For example, this lyrics page for a Neil Young song gets an estimated 162 monthly visits with no backlinks: 

Example of a page with traffic but no backlinks, via Ahrefs' Content ExplorerExample of a page with traffic but no backlinks, via Ahrefs' Content Explorer

But if we check the keywords it ranks for, they almost all have Keyword Difficulty (KD) scores in the single figures:

Some of the low-difficulty keywords a page without traffic ranks forSome of the low-difficulty keywords a page without traffic ranks for

It’s the same story for this page selling upholstered headboards:

Some of the low-difficulty keywords a page without traffic ranks forSome of the low-difficulty keywords a page without traffic ranks for

You might have noticed two other things about these pages:

  • Neither of them get that much traffic. This is pretty typical. Our index contains ~20 million pages with no referring domains, yet only 2,997 of them get more than 1K search visits per month. That’s roughly 1 in every 6,671 pages with no backlinks.
  • Both of the sites they’re on have high Domain Rating (DR) scores. This metric shows the relative strength of a website’s backlink profile. Stronger sites like these have more PageRank that they can pass to pages with internal links to help them rank. 

Bottom line? If you want your pages to get search traffic, you really only have two options:

  1. Target uncompetitive topics that you can rank for with few or no backlinks.
  2. Target competitive topics and build backlinks to rank.

If you want to find uncompetitive topics, try this:

  1. Enter a topic into Keywords Explorer
  2. Go to the Matching terms report
  3. Set the Keyword Difficulty (KD) filter to max. 20
  4. Set the Lowest DR filter to your site’s DR (this will show you keywords with at least one of the same or lower DR ranking in the top 5)
Filtering for low-competition keywords in Ahrefs' Keywords ExplorerFiltering for low-competition keywords in Ahrefs' Keywords Explorer

(Remember to keep an eye on the TP column to make sure they have traffic potential.)

To rank for more competitive topics, you’ll need to earn or build high-quality backlinks to your page. If you’re not sure how to do that, start with the guides below. Keep in mind that it’ll be practically impossible to get links unless your content adds something to the conversation. 

Reason 3. The page doesn’t match search intent

Google wants to give users the most relevant results for a query. That’s why the top organic results for “best yoga mat” are blog posts with recommendations, not product pages. 

It's obviously what searchers want when they search for "best yoga mats"It's obviously what searchers want when they search for "best yoga mats"

Basically, Google knows that searchers are in research mode, not buying mode.

It’s also why this page selling yoga mats doesn’t show up, despite it having backlinks from more than six times more websites than any of the top-ranking pages:

Page selling yoga mats that has lots of backlinksPage selling yoga mats that has lots of backlinks
Number of linking websites to the top-ranking pages for "best yoga mats"Number of linking websites to the top-ranking pages for "best yoga mats"

Luckily, the page ranks for thousands of other more relevant keywords and gets tens of thousands of monthly organic visits. So it’s not such a big deal that it doesn’t rank for “best yoga mats.”

Number of keyword rankings for the page selling yoga matsNumber of keyword rankings for the page selling yoga mats

However, if you have pages with lots of backlinks but no organic traffic—and they already target a keyword with traffic potential—another quick SEO win is to re-optimize them for search intent.

We did this in 2018 with our free backlink checker.

It was originally nothing but a boring landing page explaining the benefits of our product and offering a 7-day trial: 

Original landing page for our free backlink checkerOriginal landing page for our free backlink checker

After analyzing search intent, we soon realized the issue:

People weren’t looking for a landing page, but rather a free tool they could use right away. 

So, in September 2018, we created a free tool and published it under the same URL. It ranked #1 pretty much overnight, and has remained there ever since. 

Our rankings over time for the keyword "backlink checker." You can see when we changed the pageOur rankings over time for the keyword "backlink checker." You can see when we changed the page

Organic traffic went through the roof, too. From ~14K monthly organic visits pre-optimization to almost ~200K today. 

Estimated search traffic over time to our free backlink checkerEstimated search traffic over time to our free backlink checker


96.55% of pages get no organic traffic. 

Keep your pages in the other 3.45% by building backlinks, choosing topics with organic traffic potential, and matching search intent.

Ping me on Twitter if you have any questions. 🙂

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Firefox URL Tracking Removal – Is This A Trend To Watch?




Firefox URL Tracking Removal - Is This A Trend To Watch?

Firefox recently announced that they are offering users a choice on whether or not to include tracking information from copied URLs, which comes on the on the heels of iOS 17 blocking user tracking via URLs. The momentum of removing tracking information from URLs appears to be gaining speed. Where is this all going and should marketers be concerned?

Is it possible that blocking URL tracking parameters in the name of privacy will become a trend industrywide?

Firefox Announcement

Firefox recently announced that beginning in the Firefox Browser version 120.0, users will be able to select whether or not they want URLs that they copied to contain tracking parameters.

When users select a link to copy and click to raise the contextual menu for it, Firefox is now giving users a choice as to whether to copy the URL with or without the URL tracking parameters that might be attached to the URL.

Screenshot Of Firefox 120 Contextual Menu

Screenshot of Firefox functionality

According to the Firefox 120 announcement:

“Firefox supports a new “Copy Link Without Site Tracking” feature in the context menu which ensures that copied links no longer contain tracking information.”

Browser Trends For Privacy

All browsers, including Google’s Chrome and Chrome variants, are adding new features that make it harder for websites to track users online through referrer information embedded in a URL when a user clicks from one site and leaves through that click to visit another site.

This trend for privacy has been ongoing for many years but it became more noticeable in 2020 when Chrome made changes to how referrer information was sent when users click links to visit other sites. Firefox and Safari followed with similar referrer behavior.

Whether the current Firefox implementation would be disruptive or if the impact is overblown is kind of besides the point.

What is the point is whether or not what Firefox and Apple did to protect privacy is a trend and if that trend will extend to more blocking of URL parameters that are stronger than what Firefox recently implemented.

I asked Kenny Hyder, CEO of online marketing agency Pixel Main, what his thoughts are about the potential disruptive aspect of what Firefox is doing and whether it’s a trend.

Kenny answered:

“It’s not disruptive from Firefox alone, which only has a 3% market share. If other popular browsers follow suit it could begin to be disruptive to a limited degree, but easily solved from a marketers prospective.

If it became more intrusive and they blocked UTM tags, it would take awhile for them all to catch on if you were to circumvent UTM tags by simply tagging things in a series of sub-directories.. ie.<tag1>/<tag2> etc.

Also, most savvy marketers are already integrating future proof workarounds for these exact scenarios.

A lot can be done with pixel based integrations rather than cookie based or UTM tracking. When set up properly they can actually provide better and more accurate tracking and attribution. Hence the name of my agency, Pixel Main.”

I think most marketers are aware that privacy is the trend. The good ones have already taken steps to keep it from becoming a problem while still respecting user privacy.”

Some URL Parameters Are Already Affected

For those who are on the periphery of what’s going on with browsers and privacy, it may come as a surprise that some tracking parameters are already affected by actions meant to protect user privacy.

Jonathan Cairo, Lead Solutions Engineer at Elevar shared that there is already a limited amount of tracking related information stripped from URLs.

But he also explained that there are limits to how much information can be stripped from URLs because the resulting negative effects would cause important web browsing functionality to fail.

Jonathan explained:

“So far, we’re seeing a selective trend where some URL parameters, like ‘fbclid’ in Safari’s private browsing, are disappearing, while others, such as TikTok’s ‘ttclid’, remain.

UTM parameters are expected to stay since they focus on user segmentation rather than individual tracking, provided they are used as intended.

The idea of completely removing all URL parameters seems improbable, as it would disrupt key functionalities on numerous websites, including banking services and search capabilities.

Such a drastic move could lead users to switch to alternative browsers.

On the other hand, if only some parameters are eliminated, there’s the possibility of marketers exploiting the remaining ones for tracking purposes.

This raises the question of whether companies like Apple will take it upon themselves to prevent such use.

Regardless, even in a scenario where all parameters are lost, there are still alternative ways to convey click IDs and UTM information to websites.”

Brad Redding of Elevar agreed about the disruptive effect from going too far with removing URL tracking information:

“There is still too much basic internet functionality that relies on query parameters, such as logging in, password resets, etc, which are effectively the same as URL parameters in a full URL path.

So we believe the privacy crackdown is going to continue on known trackers by blocking their tracking scripts, cookies generated from them, and their ability to monitor user’s activity through the browser.

As this grows, the reliance on brands to own their first party data collection and bring consent preferences down to a user-level (vs session based) will be critical so they can backfill gaps in conversion data to their advertising partners outside of the browser or device.”

The Future Of Tracking, Privacy And What Marketers Should Expect

Elevar raises good points about how far browsers can go in terms of how much blocking they can do. Their response that it’s down to brands to own their first party data collection and other strategies to accomplish analytics without compromising user privacy.

Given all the laws governing privacy and Internet tracking that have been enacted around the world it looks like privacy will continue to be a trend.

However, at this point it time, the advice is to keep monitoring how far browsers are going but there is no expectation that things will get out of hand.

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