Mobile search results present a unique challenge and opportunity. At our Los Angeles SEO company, we’ve discovered that images can significantly impact your visibility on mobile search engine results pages (SERPs). But getting one involves both proper page elements and a bit of luck.
The Mobile SERP Image Puzzle, and Why You Should Care
Research shows that listings in the search engine result pages (SERPs) which are accompanied by an image have from 10 to 20-percent higher click-through rates. Through a bit of my own keyword tracking and SERP analysis, I’ve uncovered an intriguing pattern: Google chooses to show image rich results depending on if they think it will be helpful to the user or not. The bottom line is that you can do everything possible to ‘coax’ Google to add a photo to your listing, but they may or may not display it.
It’s All About “Markup”
There are two types of markup that should be implemented on every web page: Open Graph and Schema, sometimes called Structured Data.
Open Graph and Schema are both HTML markups that help improve how content is displayed on the web, but they differ in their primary purpose and how they are used:
Open Graph: Used to control how content appears when shared on social media platforms like Facebook, Twitter, and LinkedIn. Open Graph uses meta tags to add information about a website and its owner, such as the post title, author, and description.
Schema (Structured Data): Used to help search engines like Google and Bing understand and represent content in search results. Schema markup allows webmasters to add specific elements to their webpages to make it easier for search engines to process the data.
Schema is where we need to put our effort in order to (hopefully) get a bit of Google love” in the form of SERP image placement. In schema markup, the ‘designated image’ will show as the rich image.
But that said, even if you don’t have schema markup, Google may still show an image – but Google will randomly select an image on your page and may not be the one you want to show. If you’re not sure if your web page has the proper schema markup, check it at: https://validator.schema.org/. Just enter your site’s URL in the space and it will analyze your page.
An interesting fact: The image you put into your schema doesn’t have to be actually on the page for it to show in this rich result placement.
How to Increase the Odds of Getting Your Image in Mobile SERPs
Based on my research and successful client implementations, here are important steps to consider in order to increase your chances of having an image displayed next to your Google search result on mobile devices:
- Image placement: Position your chosen image near the top of the page. Google typically selects the first suitable image it encounters during page scanning.
- WordPress plugins: Plugins such as Yoast or RankMath add the necessary schema markup (@TYPE for example, more on this in the examples below) that can prompt Google to display your chosen image. For WordPress users, setting a featured image for the page can be a helpful. Note however that some WordPress themes automatically incorporate featured images into page templates, potentially causing unintended changes to your site’s appearance.
- Image File Names, Descriptions, and Alt Text: Use descriptive, keyword-rich file names and ALT text for your images. This helps search engines understand the content of your images and can improve your chances of appearing in image search results.
- Correct copy placement: Copy placed near the image on your web page can also influence whether or not Google makes use of that particular image in the SERP.
- Context matters: If someone searches for a phrase related to the terminology you use near an image, Google is more likely to enhance your SERP listing with an image for that query, but maybe not for different queries.
- Image File Size and Loading Speed: Optimize your images for web use by compressing them without sacrificing quality. Mobile users often have slower internet connections, so faster-loading images can improve user experience and potentially boost your search rankings. (Pro tip: use WEBP as your image format; way, way better than JPG!)
- Local SEO Impact: For businesses targeting local markets, including location-specific images (e.g., landmarks, storefront) can enhance your local SEO efforts and make your listing more relevant to local searches.
- Schema Markup for Images: Implement appropriate schema markup for your images, such as ImageObject schema. This provides additional context to search engines about your images and can potentially influence how they’re displayed in search results.
- Consistency Across Platforms: Ensure that the images you use for mobile SERPs are consistent with your branding across other platforms, including your website and social media profiles. This consistency reinforces your brand identity and can improve user recognition and trust.
Here are a few real-world examples:
As you can see, this is for the search “Accident attorney near me”. Both firms have properly formatted schema markup, but there’s one crucial difference. Yarian Law’s schema @TYPE is “LegalService”. He has a photo next to his listing. The Simmrin Law Group had three @TYPE: WebSite, WebPage, and FAQPage. I believe because Yarian Law has “LegalService”, they’re getting a photo included in their listing. They’re shouting to Google, “We’re a LegalService!”
In this case, the search phrase was “LA Headshot photographer”. Both photographers have properly formatted schema markup. What’s interesting here is that neither one specifies in their schema markup the image they want Google to use. For Marc Cartwright’s listing, the image is the center image in a slider at the top of the page. For Vanie Poyey’s listing, the image is indeed the first image on the page. She does have a tinted collage as a background for her top-of-page hero image which Google passed up.
Finally, for the search phase “Houston Portrait Photographers”, Michael Carr Photography has a literal trifecta of images accompanying his Google listing. His schema markup @TYPE is CreativeWork and he has it four times, each with different content. Interesting point here though is that none of the three images shown are listed in his four CreativeWork specifications.
Conclusion
Because the majority of searches today are occuring on mobile devices, image optimization for mobile SERPs is no longer optional — it’s essential. By implementing the strategies outlined in this guide, you’re not just improving your chances of appearing with an image in mobile search results; you’re enhancing your overall digital presence and user experience.
Remember, the key to sustained success lies in adaptability and continuous improvement. Regularly audit your mobile SERP performance, stay informed about the latest SEO trends, and be willing to experiment with new techniques. Your images are often the first point of contact between your brand and potential customers in the mobile search environment. Make them count!
