
MARKNADSFÖRING
How To Optimize Images for the Web

Not only do images make your content more accessible, attractive, and engaging to users, but they’re important for SEO.
Understanding the basics of image optimization gives your content the best opportunity to succeed with SEO.
What is image optimization?
Image optimization involves creating and delivering high-quality images in the ideal format, size, and resolution to increase user engagement. It also involves accurately labeling images with metadata so search engine crawlers can read them and understand page context.
Enligt HTTP Archive, in 2018, images made up 21% of an average web page’s total weight, and that share likely has grown as image use has grown in recent years – they consume more bytes than any other part of the website. Thus, image size and complexity heavily impact site performance.
When you can reduce the size of images without compromising quality, page load times and the overall user experience improves. That can have a positive impact on search engine rankings, which further improves customer engagement, conversions, and customer retention.
DRICKS: Optimized images take up less storage space on your server, so site backups are completed more quickly faster.
Now, I’ll detail 10 ways to optimize your images.
1. Resize your images
Image size and file size are not the same things. Image size refers to the dimensions of an image (e.g., 1024 pixels by 680 pixels). File size is the storage space (e.g., 350 kilobytes).
Images with higher resolution and larger dimensions slow your page load times considerably. While they work well for printed materials, they should be scaled down and sized for the web.
DRICKS: Kolla in det här guide to identify the best image sizes for social media platforms.
Save appropriate format
PNG, JPEG, and GIF each have their benefits. I recommend JPEG for images with lots of color and PNG for simple images.
Choose the right compression rate
How well an image is compressed affects both file size and quality – the smaller the file, the poorer the image quality.
Experiment with file types and compression rates to see what works best for each image. Many image-editing tools, like Adobe Photoshop, have a save-for-the-web option that automatically minimizes the file size while optimizing image quality.
If you don’t use Photoshop, these tools and plug-ins can help:
Image optimization tools
- Affinity Photo
- FileOptimizer
- Gimp
- ImageOptim (Mac only)
- JPEG Mini
- Kraken (bulk compression)
- Photopea
- Pixlr (JPEG optimization)
- OptiPNG
- Trimage
WordPress plug-ins for image optimization
Test speed
After you’ve optimized your images, how do you know whether your website page loading times are quick enough? Use one of these tools to test your site speed:
DRICKS: If your website content frequently changes, regularly check your load times.
2. Optimize image file names
Name the file with relevant, descriptive keywords to get the most SEO power. Include target nyckelord at the beginning and separate them with hyphens. Don’t use underscores because search engines don’t recognize them and won’t be able to “see” the words individually.
File names should make sense to both search engines and humans. For example, if the original name for an image of a woman in a hair salon is salon234.jpg, rename it with a clear and more descriptive title, such as woman-having-a-haircut-in-a-salon.jpg.
3. Use alt tags
Viewers may understand the image, but search engine spiders need clues. Without alternative text, search engines can’t index your image content accurately.
A good alt tag provides context and helps visually impaired users too. It’s also helpful when a glitch prevents an image from loading because search engines can read the alternative text to inform the page’s ranking. Write an alt tag in more detail than the file name. Aim for 10 to 15 to convey something about the image.
DRICKS: Brand-relevant terms can be in alt tags to boost visibility, but avoid keyword stuffing.
4. Make images mobile friendly
Google’s algorithm uses mobile-first indexing, so crawlers mainly look at a site’s mobile version. Thus, your images should be mobile friendly too. How? The short answer is to ensure your images and website layout are responsive to the viewing device.
Some website templates and builders automatically resize images, but you can specify image size based on a device’s width. To do this, add a bit of custom CSS code to your website. Check out this simple guide to learn more about making your images responsive.
5. Optimize the image title
WordPress usually takes the image title from its file name. However, if you don’t use WordPress or the title doesn’t explain the image, update it with the appropriate keywords in the same way as file names.
Image titles are less important for SEO, but they can provide additional context to the alt text. Image titles are more helpful in terms of user engagement, so consider adding a brief uppmaning till handling such as “buy now” or “download today.”
6. Include captions
Image captions – the words directly beneath images – may not directly impact SEO. But, unlike file names and alt text, captions are visible and can add to the website experience. Adding captions can have an indirect effect on SEO, improving the user experience and engagement metrics.
7. Use unique images
Använder sig av stock photos is fine, but they won’t necessarily help your search rankings because other websites likely use the same images. In the same way, unique written content is better for SEO, it’s a good idea to upload unique images.
8. Ensure text complements the images
The page copy can help search engines determine the relevancy of your images if your text doesn’t include enough information to explain an image, expand the description.
9. Add image structured data
Including structured data on your pages helps search engines display your images as rich results. Google Images supports structured data for product images, videos, and recipes. For example, it adds a badge to an image if it knows text, such as a recipe, accompanies it.
Använda sig av Google’s structured data general guidelines to learn how to add structured data to your pages within the search engine’s parameters.
10. Use site maps
Google explains a site map as “a file where you can list the web pages of your site to tell Google and other search engines about the organization of your site content.” In other words, it’s a file that contains a map of your site’s content.
Site maps are an important part of SEO because they tell search engines about your pages and website structure. To ensure that search engine crawlers notice every image – an infographic, meme, photo, video thumbnail, etc. – include them in your site map.
For each image entry, include the title, description, URL location, caption, and license information. For video entries, include the title, description, URL location, thumbnail URL, and raw video file URL.
If your website is hosted on WordPress, you can use Yoast SEO, which automatically adds visual content to a site map.
Make the most of your images
If you’re struggling to get your content noticed, keep these strategies in mind before you upload any image. These image optimization techniques will improve the likability of your content to both search engines and human users.
Please note: All tools mentioned are identified by the author. If you have a tool to suggest, please add it in the comments.
Vill du ha fler tips, insikter och exempel på innehållsmarknadsföring? Prenumerera till arbetsdags- eller veckomail från CMI.
Omslagsbild av Joseph Kalinowski/Content Marketing Institute
MARKNADSFÖRING
B2B SEO in 2023: What’s New and How to Adapt Your Strategy for Success

Författarens åsikter är helt deras egna (exklusive den osannolika händelsen av hypnos) och kanske inte alltid återspeglar Moz åsikter.
In the fast-paced digital landscape of 2023, having a strong online presence is crucial for B2B companies to drive traffic, generate leads, and stay competitive. SEO is pivotal in achieving these goals. This blog post (and its accompanying comprehensive guide) aims to provide B2B marketers, SEO specialists, and business owners with the knowledge and tools necessary to create a successful B2B SEO strategy in 2023. From understanding the latest trends and challenges to implementing effective keyword research, on-page optimization, backlink building, result analysis, and staying up-to-date with SEO trends, let’s discuss what actually “moves the needle” in B2B SEO.
Understand the B2B SEO landscape in 2023
The SEO landscape is constantly evolving, driven by updates to search engine algorithms, changes in user behavior, and the increasing influence of voice search and AI. To create an effective B2B SEO strategy, staying informed about the latest trends is essential. Some key trends in 2023 include:
Mobile-first indexing
With the majority of internet users accessing websites through mobile devices, search engines like Google prioritize mobile-friendly websites in their rankings. This was rolled out years ago, but it is the case across all industries. The B2B industry usually does have a slightly larger audience that views content and websites on desktops (due to the target audience usually being at work when they are researching companies or vendors). However, many still do check their email, conduct research, and view websites on their phones and tablets just as often.
Voice search optimization
As voice search is still widely used with smart devices and now some vehicles (such as Toyota’s new operating system for their lineup, which allows drivers and passengers to look up questions, businesses, and other information from their vehicle’s infotainment system), B2B companies need to optimize their content for voice queries. This involves incorporating natural language, long-tail keywords, and structured data markup to increase visibility in voice search results.
AI in search and marketing
ChatGPT has blossomed in popularity over the last year, reaching a new record for the fastest-growing user base in February 2023, according to Reuters. It now has over 1.16 billion users, according to DemandSage. OpenAI, the owners of ChatGPT, are said to be rolling out a business/enterprise level for organizations who want to make ChatGPT’s offerings available to employees via an encrypted platform (so they can share proprietary information that remains secure), and Microsoft plans to use its technology to let enterprise organizations “create their own” ChatGPT so information stays secure.
Additionally, Google announced at Google I/O in May 2023 that it plans on adding more AI experiences in user’s search journey on Google. This is likely the biggest development with search engine results pages (SERP) changes we’ve seen in a while.
User experience and core web vitals
Search engines increasingly focus on user experience metrics, such as page load speed, mobile responsiveness, and interactivity. Optimizing these factors improves both search rankings and user satisfaction. In 2023 and beyond, a user is much more likely to exit out of a slow page load experience within seconds, figuring they will just find the information they need elsewhere.
Continuous Google algorithm updates
Luckily for those in the SEO industry, Google has started announcing some of their bigger algorithm changes and updates, including when they are going to be taking place. To stay updated with Google changes, be sure to bookmark our Google Algorithm Update History sida.
SEO, no matter the industry, is always evolving, so it’s important to regularly read SEO publications (like the Moz Blog), learn from subject matter experts in the space, and continue to stay on top of updates so your strategy can pivot accordingly
Conduct keyword research
Keyword research forms the foundation of a successful B2B SEO strategy. It involves identifying the keywords and phrases potential customers use to find products or services in your industry. To conduct effective B2B keyword research in 2023, consider the following steps:
Understand your target audience
Develop buyer personas and identify their pain points, needs, and search intent. This insight helps you choose keywords that align with your audience’s interests. It’s important to pay attention to the “curse of knowledge” and don’t assume your audience has the same level of knowledge about your product that you do. Just because you know how your products work (or that they even exist) doesn’t mean that your audience does. This is a unique opportunity for SEOs to identify the operating knowledge of their target audience so they can best produce content that answers their search queries.
Utilize keyword research tools
Verktyg som Moz Keyword Explorer provide valuable data on search volume, keyword difficulty, and related keywords. Leverage these tools to identify high-potential keywords. It’s also important to look at your own data in Google Search Console or Google Analytics 4 (GA4). Today’s keyword research is becoming more and more accurate when compared to search engines, and these are all invaluable tools forSEO and keyword-related research.
Focus on long-tail keywords
Long-tail keywords are longer and more specific search queries that tend to have lower competition. Targeting these keywords can help you reach niche audiences and generate high-quality leads. Most B2B product offerings serve a niche purpose, so try to go after keywords that explain the problem or solution of your product or service instead of its name.
For instance, if your company was an “iPaaS” (integration platform as a service), going after keywords around integration, data architecture, and application integration would likely get more traction than repeatedly building content around the term “iPaaS”.
In order to complete effective keyword research, you have to know where to start. Better target audience identification, high-quality tools, and a focus on keywords that users are actually searching for (which are usually problem- or solution-oriented) can help B2B SEOs get the right phrases they need to bring in more users and potential leads.
Optimize on-page content
On-page optimization involves making your website and its pages search engine-friendly. Here are some best practices to optimize your on-page content:
Meta title tags
Craft compelling, concise, and keyword-rich title tags and meta to briefly describe your page’s content and entice users to click within 70 characters. The advice on whether or not to include your business name in a meta title tag still isn’t concrete, but if you have the character space, include it at the end after a pipe: |.
Metabeskrivningar
It’s best practice to write compelling metabeskrivningar, because that first paragraph on your page not only tells the reader what your content is about, search engines also pull it into the search snippet in a SERP. It is known that Google frequently rewrites meta descriptions, but it’s still worthwhile to spend about 180 characters describing the page so search engines, and search engine users have a good idea of what it’s about.
Header-taggar
Use header tags (H1, H2, H3, etc.) to structure your content logically and improve readability. Include relevant keywords in your headers to signal the topic of each section. This can also serve as a table of contents if your blog article formatting allows it, improving readability for longer pieces of content (usually over 2000 words). Header tags also get pulled into the SERP and can be used in SERP features such as the ‘People Also Ask’ feature, if they are used in a question-answer format.
Image optimization
Optimize images by compressing their file sizes (for a better page load experience), using descriptive file names, and adding alt text that includes relevant keywords. This helps search engines understand and index your visual content. It also helps make images more accessible to users with visual impairments.
Site architecture
Good site architecture is essential for SEO success because it helps search engines and users find your website pages easier. By doing this, effective site architecture improves user experience, facilitates efficient crawling and indexing by search engines, distributes page authority effectively, and contributes to website speed and performance.
Meta titles and descriptions, headers, and site architecture may seem like SEO 101, but they are still valuable cornerstones to properly optimized content that is going to get indexed faster by search engines and have a longer time on-site for users. Google has preached time and time again about always doing what’s best for users and making sure content is fast, findable, and easy to read checks all the boxes.
Build quality backlinks
Backlinks remain a critical factor in B2B SEO, as they signal the credibility and authority of your website. However, it is essential to focus on quality rather than quantity. Consider the following strategies for building quality backlinks:
Create link-worthy content
Produce high-quality, informative content that provides value to your target audience. This increases the likelihood of other websites linking to your content as a valuable resource. Consider running your own research studies for new industry data that others will want to share, or create infographics, white papers, and other guides.
Split content into separate areas (when it makes sense)
This strategy won’t work for everyone, but if you are at a large organization, it might make sense from a site architecture standpoint to separate different types of content.
For example, Moz has the SEO Learning Center och Blog, and the strategy (and the types of content we produce for each) varies. Many large corporations also have a press mentions section, as well as a media/PR blog, where they release company announcements or press releases.
This helps news outlets and other organizations parse and subscribe to whatever type of content section they’d like. You can see Moz’s “News & Press” page for an example of this type of content area.
When it’s easier for news outlets and others to find your company announcements, they are much more likely to find and link to them more quickly and easily. It’s all about getting users the information they need quickly.
Partnerships
If your executive leadership team agrees to it, working with other organizations that cater to your same target audience but aren’t competitors can be a great way to get more exposure (and traffic) to your brand. Partnerships can entail sending a dedicated email about the other brand to your email list (and they do the same), or collaborating on a promotion through other marketing channels (such as blog posts, white papers, or videos) to get more leads and engagement.
Many organizations still buy backlinks, but in my experience, this is a risky and low ROI strategy. Companies that offer this can’t promise backlinks from high-quality places, and the ones that do may be using nefarious tactics (such as not fully disclosing links in the content they are sharing with the other website to get a link). It’s usually best to think of link building as an inbound strategy, rather than outbound.
Partnerships can be fruitful, but it takes it a lot of planning to make them reputable and pay off for both sides of the deal.
The end game: Optimization to drive results
From on-page optimization to working on your backlink strategy, SEO is truly a sum of its parts: it’s only as good as each component. To see where you’re making the most headway, all of the above efforts need to be tracked properly with accurate revenue attribution so you can see where SEO is moving the needle for your B2B organization. To learn more about measuring and analyzing results, visit the measuring success chapter in Moz’s ‘Beginner’s Guide to SEO’ and learn more about measuring organic search traffic quality from Adriana Stein.
Once you have a good understanding of where SEO is making the most impact, you can choose what to prioritize in upcoming quarters and long-term future planning. This can help your B2B SEO efforts compound over time, as most parts of SEO utilize one another to work more effectively. For example, a better site architecture and experience will likely lead to more users linking to your content. Make sure you have a well-rounded program to ensure better results over time.
MARKNADSFÖRING
WordPress.org vs WordPress.com: What’s the Difference?

WordPress is one of the best website-building tools available, but it can be tricky to figure out how to use it for your purposes best. One of the most confusing parts of using this tool is deciding between WordPress.org vs WordPress.com.

MARKNADSFÖRING
Vad Apples Vision Pro betyder för AR- och VR-marknadsföring

Den här veckan presenterade Apple Vision Pro-headsetet, tillgängligt i början av nästa år. Här är vad vi hittills vet om enheten och vad detta betyder för marknadsförare som experimenterar med AR och VR-engagemang.
"Spatial computing" och AR. Användningsfallen som demonstrerades vid Apples Worldwide Developers Conference (WWDC) visar upplevelser av förstärkt verklighet (AR) där användare gränssnitt med ett digitalt lager ovanpå sin verkliga miljö.
Vad detta praktiskt taget betyder är att användare kommer att kunna välja och köra appar från menyer som de ser flytande i sitt vardagsrum, kontor eller annan verklig miljö. De kommer att använda röstkommandon, subtila handgester och ögonrörelser för att manipulera dessa objekt och appar.
VR. Användare kommer också att kunna välja virtuella miljöer och justera hur mycket av deras skärm som tas upp av dessa miljöer. Detta innebär att Vision Pro-användare också kommer att ha möjlighet att ansluta till fullständiga VR-upplevelser om de skulle välja det.
Media. Vision Pro-användare kommer att kunna titta på filmer och annat strömmande innehåll. Förbättringen med Vision Pro över TV-skärmar är att dessa program kan ta upp en användares fulla synfält på headsetets display. Innehåll som gjorts eller anpassats för detta system kan också dra nytta av Vision Pros "spatiala ljud"-ljud, som lovar att få det att kännas som att ljud kommer naturligt från miljön runt användaren.
Varför vi bryr oss. Apple har avvaktat med att komma in i AR/VR-utrymmet medan Meta kämpat under de senaste två åren för att få headset och "metaversen" att verka coola och bli allmänt adopterade. Marknadsförare minns vattendelaren när Apples iPhone skapade det mobila marknadsföringsekosystemet, och därför finns det goda skäl att vänta tills Apple kastar hatten i ringen.
Det är också värt att notera att många AR-upplevelser redan existerar med smartphoneappar. Vision Pro kommer att göra AR bärbar, och om den görs rätt kommer den att göra dessa upplevelser mer intuitiva med naturliga ögonögonblick och handgester.
Gräv djupare: Vad marknadsförare behöver veta om metaverse, Web 3.0 och NFT.
Prisläge. Vision Pro är prissatt till $3,499. För att ge lite perspektiv är det ungefär hälften av det nuvarande priset på Apples nyaste Mac Pro. Redan 1984 började den första Macintosh-datorn på $2,495, vilket är över $7,000 i 2023-dollar.
Konsumenter som köper Vision Pro kommer att spendera tre gånger mer än vad en iPhone kostar. Företag som vill utrusta sina anställda med Vision Pros kommer att behöva investera betydande budgetar i nivå med nya bärbara datorer eller andra betydande hårdvaruuppgraderingar.
Konsument- och B2B-adoption. Att kunna se populära program kan vara en inkörsport för konsumenter att ta till sig den nya enheten och börja utforska AR- och VR-applikationer. En annan adoptionsstrategi är att personer som använder VR på jobbet tar med sig enheterna hem. Detta förklarar Metas strävan att använda deras Meta Quest Pro-headset för videokonferenser och andra affärsanvändningar.
Apples WWDC-presentation visade hur Vision Pro använder maskininlärning för att skapa en verklighetstrogen 3D-modell av en användares ansikte så att användare kan videokonferensa utan att deras headset syns. Detta kan vara ett mer acceptabelt alternativ till virtuella möten med tecknade avatarer.
"Företag är vid en punkt där de vill komma igång med VR-teknik", säger Rolf Illenberger, VD för Enterprise VR-plattformen VRdirect. "Folk på kontoret frågar om det. Det som saknas är ett allmänt beslut om vilket ekosystem som ska användas.”
Vision Pro inviger ett nytt operativsystem, visionOS och en ny Vision-appbutik, där användare kommer att kunna komma åt en förväntad flod av AR- och VR-appar.
AR och VR inom marknadsföring. Företag i ett antal vertikaler antar eller överväger VR för utbildnings- och säkerhetsinitiativ, sa Illenberger. Utbredd användning för mer allmän användning som virtuella möten är fortfarande flera år bort.
AR kommer sannolikt att vara den första kanalen som får tillräckligt många användare för att vara av intresse för marknadsförare.
"Det finns en logisk utveckling från AR-marknadsföring till VR-marknadsföring", säger Darwin Liu, grundare och VD för e-handel tjänsteföretaget X Agency. ”Den ena måste lyfta innan den andra kan. Jag förväntar mig att AR-marknadsföring verkligen kommer att ta fart under de kommande 2-4 åren och att VR-marknadsföring kommer att bli viktig om 4-7 år."
När tillräckligt många kunder använder ett specifikt VR-ekosystem kommer det att vara viktigt för varumärken att skapa en närvaro inom det. Detta är fortfarande långt ifrån en interoperabel "metavers" där användare kan hoppa från rymden till rymden sömlöst och ta med sig digitala tillgångar för att spendera på varor var de vill. Kunderna som använder visionOS kommer att finnas inom Apples muromgärdade trädgård. Priset för att nå dem kommer sannolikt att bli högt.
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