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Sunday, 31 January 2016


Search engines are very good at analyzing and understanding the text content of your web pages. But search engines have more difficult time with other forms of content like images, videos and audio clips. Let’s take a look at a few different ways we can go about optimizing these kinds of content for your target keywords.

One simple best practice is to use the text surrounding the non-text element to describe what it’s all about. This makes perfect sense about it. Having a paragraph of text describing a video itself is a very common practice and images embedding in line with text often have text titles underneath them and they are typically very relevant to the text of the page. Image slideshows often contain a textual title and description of each photo. An audio clip typically has a description and may even have a complete transcription as well.

Alt Texts and Image Title Tag

Search engines do analyze the text that is in close proximity to the non-text element making an assumption that there is some topical correlation between those elements. Image file names and Alt texts for an image tag can be used for optimization.
An Alt text or alternate text is an attribute added to an image tag in HTML. This will appear inside the image container when the image can’t be displayed. It helps the search engines understand what the image is about. It’s also helpful if an image can’t be found.
An Image Title Tag is another HTML attribute, but instead of going inside the image container, you’ll see the image title when you hover your mouse over the photo.
These two attributes are used to improve accessibility online for those with poor vision or for screen reader devices.

Micro Formatting

The other way for optimization is to use micro formatting from Schema.org. This allows you to mark up your code with very relevant and specific Meta data specific to a certain type of content. These are some of the properties you can define for an image object. There are micro format specifications for audio video clips as well. By adding in some special mark up, we can provide search engines with all kinds of rich Meta data and this will help them really understand what the content is all about.
If you take a look at Schema.org, you can see all of the different properties and elements you can define these non-text components. Making sure to provide as much information to the search engines can only help your search engine visibility.

Video Sitemaps

For video content, you can also make use of a video sitemap file. XML sitemaps are just files that use a special syntax to provide search engines with a listing of all pages and content found on your website. Along with some attribute that describe content, there are different formats for different types of content and video sitemaps give us a way to inform search engines exactly where your video content is along with what it’s about using title and description attributes.

Final thoughts

Using a mix of content type on your pages can be a great way to engage with your visitors and help them down with the conversion path. And just because a piece of content doesn’t use words doesn’t mean you can’t help a search engine understand what it’s all about. Using the surrounding text, some code elements and sitemaps you can open up your all of your content to search engines and be well on your way to attracting traffic new traffic to your pages.

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