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Google’s Lizzi Sassman and John Mueller discuss the relative importance of image filenames and one big mistake to avoid
Google’s Lizzi Sassman and John Mueller discussed the importance of image filenames in a recent Search Off the Record podcast and at one point discussed a major mistake when it comes to filenames.
Google’s documentation doesn’t say if image filenames are ranking factors.
But they do say that Google takes note of them in order to help figure out what the image is about.
For that reason it’s recommended by Google that images be given meaningful filenames.
Google’s image guidelines documentation states:
“Likewise, the filename can give Google clues about the subject matter of the image.
For example, my-new-black-kitten.jpg is better than IMG00023.JPG.
If you localize your images, make sure you translate the filenames, too.”
It’s also a good practice to give meaningful filenames to images because it makes it easier for organization purposes to be able to see the image filename and know what it’s about.
Google’s Lizzi Sassman and John Mueller begin their discussion by affirming the importance of filenames then discuss how important they are in general.
“Lizzi Sassman:
So another part where you could focus your attention, I guess, would be the filename.
So words for the name of the image itself.
How important is that?
Because that’s not an area where I have not invested much effort, but I don’t know, like should we?
What if I went and just changed all of the images on our site to have a different filename?
To be more descriptive or, I don’t know… put like more words there too, like in addition to alt text?
John Mueller:
We do recommend doing something with the filenames in our image guidelines.
So having descriptive filenames is good.
But I don’t think you would see a significant change if you already do the other things around images, like the alt texts, the text surrounding the image.
Those are really, really strong signals.
And the filename itself is often… it’s kind of from a technical point of view.
This is what we called it, but it doesn’t provide any real unique information, usually.
Of course, if you don’t do the alt text, or if you don’t have good surrounding text, then, of course, the filename might be the only place where you mention what this image is about.
But if you do the rest, then usually the filenames are okay.”
John Mueller next brings up an important technical issue regarding how Google crawls images and why this should be considered when optimizing images on an already established website.
John Mueller continued:
“And the other thing with filenames, especially for images, is when we crawl images, we tend not to crawl them as often, because usually, they don’t change a lot.
Lizzi Sassman:
Oh.
John Mueller:
So that means if you change all of the filenames across the website, then it’s going to take a lot of time for Google’s systems to see, “Oh, well, this is a new image, and we have to kind of look at it at some point.”
And to understand kind of that connection between the old image and the new one, that’s something that’s just going to take a very long time.
So if you changed all of them at once, my guess is… I don’t know, over a period of a couple of months at least, it’ll be kind of annoying in Image Search in that we kind of drop the old ones first because they’re no longer mentioned on the page and pick up the new ones in a really slow way.
So that’s something where I would try to only do that if it’s really, really critical.
Like when we did the transition from Blogger to the new set up for the blog posts.
Of course, the images had to be moved as well.
And at that point, it was like, “Sure.” It was like, “Change the filename, move the image to a different URL.” “
The big takeaway here is to be mindful that Google doesn’t crawl images very often and to be prepared to have renamed images not indexed for months.
Another important takeaway is that changing the filename of already crawled and indexed images has the least amount of benefit to the point that it wouldn’t be visible.
John Mueller continued:
“But otherwise, once they’re moved on the site, and you’re just like tweaking things, and it was like, “Oh, I have a new system for image filenames.”
I don’t think that would make it better.
That probably would have minimal effect, maybe no visible effect at all.
Lizzi Sassman:
For the amount of effort, yeah.
John Mueller:
And everything drops out for a couple of months. It’s no fun.
Lizzi Sassman:
And room for human error too. To like miss a broken link.
If you need to go swap out, where are these images embedded and stuff.
You could cause more problems with just a mistake of forgetting to update various places where those images were used.”
I can imagine things going wrong.”
This segment of Google’s podcast had at least four insights on the topic of image filenames.
This segment can be heard at the 20:55 minute mark

Featured image by Shutterstock/Mix and Match Studio
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Actors Park Hyung-sik, Ma Dong-seok, Seo In-guk unite for upcoming K-drama Twelve  India Today
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Join this leadership discussion for proven techniques to build long-term relationships and keep your clients coming back.
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The alt attribute for logos and buttons are done differently than the alt text used for other kinds of images. Google discusses the right way to do it.
In a Google Search Off the Record podcast, Google’s Lizzi Sassman and John Mueller discuss the best way to handle alt text for logos and image-based buttons.
There are best practices for adding alt attributes to logos and buttons.
The rules can seem a little complicated at first but they’re actually simple to understand.
Getting the alt attributes right is good for users and in the long run it’s great for earnings.
Lizzi Sassman starts the discussion by making a reference to functional images, images that have a functional purpose on the webpage.
She asks if the alt text should describe what the button does or what the image on the button is in the situation in which a button is an icon.
Lastly, she asks if there’s an SEO purpose to adding alt text to functional images like buttons.
“Lizzi Sassman:
…The level of care in which we spend on the visual asset, we should also put the same level of energy into the words that describe that asset as well. Which I think is great.
Another category of images is like the functional thing, which sometimes could be a button.
Like it’s a graphic that also functions as something.
So should the alt text tell me what’s about to happen?
If you click this, then it’s going to take you here?
It could be like an image of something, that then also functions as a button.
And do you describe the function, or like also it was, I don’t know… like an arrow picture?
And also, does it matter for SEO?
John Mueller:
Yeah. I think…
Lizzi Sassman:
It could be like a logo.
John Mueller:
For accessibility, that probably makes sense, to just do something around that.
But for SEO, people are not going to search for the checkout button, or something like that.”
John Mueller makes it clear that there is no SEO purpose for adding alt text to buttons.
But he also observed that the alt text for these kinds of images are mainly for accessibility reasons.
Lizzi continued the discussion:
“Lizzi Sassman:
…But maybe they would for the logo, or something like the logo. When you click it, it takes you to the homepage, or something.
But it’s also, “Oh, it’s a logo.”
So do you say, “This is the logo for Google Search Central.”
John Mueller:
Sure.
Lizzi Sassman:
Or like what would be descriptive text.
It’s Googlebot in the logo, but is the thing that’s most important to know about the image the fact that it’s a logo?
Or what the logo looks like?
I guess from that angle, people are probably looking for the logo.
John Mueller:
Yeah.
Lizzi Sassman:
Like what is the logo for X company, maybe?
John Mueller:
Yeah. I mean it goes back to kind of that strategy that we’re trying to avoid.
What do you want to be found for?
Lizzi Sassman:
Yeah, but that’s the most important question, I guess, because then it sort of steers…
I can get carried away with all these rabbit holes, so it sort of, I don’t know, prioritizes what are the things that we should be thinking of, because you don’t necessarily need to write all the things for these things, I guess.”
The right way to use alt text on images like logos actually depends on if the image is a link or not a link.
If the logo image functions as a link back to the home page then it’s correct to label that image with the function that it has, so that a site visitor using a screen reader can no that this logo is a link to the home page.
The official HTML standard making body, The World Wide Web Consortium (W3C) publishes an explainer on how to handle logos.
A logo that functions as a home page link should contain alt text that tells a screen reader user that the logo is a homepage link.
The W3C uses this example of the code:
The above code is for a logo that one might encounter at the top of the page that also serves as a link back to the home page.
The example alt text provided by the W3C simply says, “W3C home” but it could be more descriptive if you want.
There are other kinds of logo links where there is an image logo and a text right next to it or underneath it and both the image and the text are coded within the same link code.
In other words, there aren’t two links such as one link for the logo and one link for the text, it’s just one link for both the logo and text together.
In that case, because the text describes the function of the link, it would be repetitive to repeat the function of the logo link.
So for that case the best practice is to use a null alt text.
This is the example that the W3C provides:
Note how the alt attribute is coded for the image:
The empty quotation marks for the alt text is called a null alt attribute (or null alt text). A screen reader will simply skip it.
The reason a null alt text is good is because there is text that describes what the link function is:
W3C Home
Sometimes a link is in the form of an icon, with no text to explain what it does, for example an icon in the form of an envelope (representing email or message) or a printer (which indicates the link activates a printer).
For this situation it’s a bad practice to describe what the image is (like an envelope or a printer).
The best practice is to describe what the image does (initiate an email or print a webpage).
The W3C uses the example of a printer icon with the following code and alt text:
As you can see, the icon in the shape of a printer has the words “Print this page” as the alt text. It tells what the icon does. That’s helpful.
Similar to the example of the icon, the alt text for a button image should describe what the image does.
The W3C uses the example of a search box that has a magnifying glass for a submit button.
The bad way to do it is to use the alt text to describe that the image is a magnifying glass.
The best practice is to use the alt text to describe what the image does.
This is the example code that the W3C shows as an example:
As you can see, the alt text for the search button is the word, “Search” which describes what the function of the button is.
Lizzi and John didn’t get into the details of how to handle the different scenarios for logos and buttons.
However John did point out that there is no SEO value for alt text for buttons and logos, it’s for accessibility.
It’s a best practice to appropriately serve webpages that are functional for users that access webpages with screen readers.
As mentioned earlier, people who use screen readers can be customers or advocates for your business or website.
So it’s good for the bottom line to use accessibility best practices.
Learn more about accessibility for buttons and logos at the W3C
Functional Images
Combining adjacent image and text links for the same resource
Using alt attributes on images used as submit buttons
Listen to the Search Off the Record Podcast at the 15:57 minute mark:

Featured image by Shutterstock/Evgeny Atamanenko
I have 25 years hands-on experience in SEO, evolving along with the search engines by keeping up with the latest …
Conquer your day with daily search marketing news.
Join Our Newsletter.
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The Assorted Digital Ramblings Podcast is back, as members of the ClickThrough team discuss modern SEO, take a look back at past Black Hat methods and much more. Find out more. 
Come one, come all, as the latest episode of The Assorted Digital Ramblings Podcast is here. This new episode details everything you need to know about modern SEO, the days of Black Hat SEO and more. It’s certainly not one to miss!
The Assorted Digital Ramblings Podcast is conversation surrounding personal experiences and swathes of expertise in Digital Marketing.
You’ll find discussion surrounding historic practices, modern goldmines and grumbles, and a sprinkle of exceptionally fun questions (and answers). 
The first episode, released in September, detailed different pathways into working at a Digital Marketing agency, how people undertake their daily tasks, and managing work-life balance at the end of the day. You can find out more about the first episode here. 
This month, regular hosts Chris and Olivia are joined by Head of SEO Rory, as they wade through the murky waters of historic Black Hat SEO practices, take a look at current gripes with the channel and Google, and take a look at what could be considered ‘Black Hat’ in 2021.
There’s also debate surrounding why SEO should be the first channel companies invest in, and how our hosts and guest like to unwind after a long day at work.
Find serious conversation, a bit of rambling and a few quirky questions in our latest podcast episode.
Looking to listen to a podcast that’s informative and entertaining? You can listen to The Assorted Digital Ramblings Podcast on major streaming platforms, including:
The podcast is also available on smart devices and home assistants, meaning you can ask Alexa to play your new favourite marketing podcast.
Alternatively, you can listen to the episode within this blog post using the embedded player below:

Join us next month as we delve into the world of Content.
If you’d like to talk about how we can help you to produce your own podcast, or any of the conversation topics covered in our episode, get in touch!

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SEO is often viewed as an uphill battle where site owners and marketers struggle to keep up with Google’s constantly changing algorithms, updates, and shifting focuses. There are no shortcuts that lead to the first page of Google, but there are a few approaches and best practices that can help you keep your online presence relevant in the eyes of the largest search engine.
First, consistency in your SEO strategy is key. Second, focusing on long-tail SEO can be an excellent way to gain more traction on your path to increased online visibility. In this article, we’ll delve into the topic, sharing our tips and tricks for a winning strategy.
The phrase “long-tail” comes from Chris Anderson’s book “The Long Tail” in which he argues that businesses can boost their revenue if they sell a wider variety of goods in smaller numbers as opposed to offering only a few products but in vast numbers.
Both the concept and the phrase carried over to the expertise of SEO, suggesting that websites can generate more traffic and boost visibility and conversions by focusing on longer key phrases. These phrases might not get as many searches from users, but they have a better chance of reaching those who are more likely to search the phrase.
Long-tail keywords are usually made up of between three to five words. Typically, users start their digital search journey with short-tail keywords, and as they progress further on their path to solve their pain points, they perform more detailed searches, i.e., use long-tail keywords. This also means that they may provide you with more conversion-ready traffic, and people will be more likely to interact with your business.
Data also suggests that over 75% of search queries are long-tail keywords and that they have an average conversion rate of 36%.
By now, you probably understand the benefits a long-tail SEO strategy can bring to your table. However, there’s more. Let’s see what else you can take advantage of if you use these terms cleverly in your SEO strategies.
Even though long-tail phrases generate less traffic, they account for 75% of searches (together with middle-tail keywords), while the remainder goes for short-tail searches. Thanks to the lower competition, you can rank in a prominent position in the search results, and drive relevant traffic, especially if you offer valuable content.
Targeting more specific phrases can help you attract more qualified leads who are more likely to convert. People using long-tail keywords probably already know what they are looking for, and by targeting them, you can cater to their needs better. Or in other words, match their search intent, which is another relevant ranking factor.
Content is still king when it comes to SEO and long-tail keywords can help you create more helpful content that directly addresses user concerns and questions. Researching relevant long-tail keywords can help you identify trending in-depth topics, and you can tailor your content pieces to offer more value. The more helpful they find your content, the more likely they are to build trust with your site and brand. This means that they’ll spend more time on your site, additionally helping your SEO efforts.
Long-tail keywords allow you to personalize your content too, enabling you to target relevant descriptive words like location, gender, age group, etc. This can help you diversify your content and support different goals for various groups within your audience. Not to mention, location-based long-tail keywords are a fundamental aspect of local SEO.
Lastly, in SEO, long-tail keywords can also help improve your blog strategy. These phrases offer you more room to explore a wider range of niche topics within your industry, helping you establish yourself as a go-to source of knowledge, and boosting your industry authority. It also signals to Google that you have high EEAT standards, indicating your content is of high quality and value.
Short-tail keywords are harder to rank for, as countless other businesses are trying to rank for the same one to two words at the same time (for example, “SEO,” “digital marketing,” “hair conditioner,” etc.). In contrast, long-tail keywords are targeted less, meaning, it’s easier to rank for them. They can be an excellent way to gain traction when visibility is your main concern.
In 2023, 27% of searches were conducted via voice in the Google app and by the end of 2024, there will be an estimated 8.4 billion voice assistant devices worldwide. Furthermore, experts predict that 80% of voice searches will be conversational this year, which means that users will be more likely to use long-tail keywords. As voice search becomes more prevalent, using long-tail phrases makes even more sense.
If you are only beginning with SEO, you might not fully grasp the concept of long-tail searches if we don’t touch bases on short-tail keywords too. Short-tail keywords, seed keywords, or head terms are short search queries, typically containing one or two words. They have high search volumes and competition, and are less focused, covering broad topics.
Seed keywords can help you get more traffic if you rank well for them, but chances are, due to the broad topics they can cover, your conversion rates will be usually lower when compared to long-tail options. For instance, if you are a sportswear online store and target the keyword “running shoes” and use it wisely in your on-page optimization approach, you can generate a lot of traffic with it but might end up with fewer conversions, especially if your visitors are looking for something specific.
That said, if you also use the term “best running shoes for sprints” you may generate less traffic than you’d do with a head term, but you will be attracting more qualified visitors who are looking for sprinting shoes.
So, which terms should you use? Some say that using a mix of both can help you maximize the potential benefits of both, catering to various searchers at different stages of the buyer journey. And how should you balance them? Some experts, like Bryan Kelly, Digital Product Innovator at Apple iSports, suggest basing your on-page content strategy around long-tail phrases. They are less competitive, so you can rank better with them. Then, when traffic starts to grow, strategically place short-tail phrases to potentially boost your rankings and your traffic.
Others, like Adam Sidorczuk, Founder of Sido Digital, recommend a more strategic approach, meaning that your content strategy should align with your page architecture. He argues that the more clicks it takes to get to a page from your homepage, the harder time it will have to rank for short-tail keywords. While they can be somewhat changed with smart external and internal linking, according to him, short-tail keywords should be the most populated on the most important pages of your site.
Creating an effective long-tail SEO strategy involves most of the basic SEO principles that you’d use in any typical strategy, but here, the focus is on more niche-oriented phrases.
Keyword research involves identifying the search phrases most relevant to your business that people are likely to use on Google or other search engines when they have a specific goal in mind. Focus on low-competition long-tail keywords that align with your brand, your audience’s search intent, and your business goals.
To make things easier, you can always use research tools like Ahrefs or Google Keyword Planner, but to avoid pitfalls and rookie mistakes, your best option would be partnering with an experienced SEO agency. These experts will also help you analyze your competition to see what keywords they are trying to rank for, providing you with valuable insight into exploitable opportunities.
After identifying the key phrases you want to target, it’s time to implement them in your existing on-site content or develop new, targeted content. Regardless of which path you choose, ensure that your pieces are informative, high-quality and that your keywords are naturally incorporated.
Focus on addressing specific niche topics and questions and ensure that your content matches user intent regardless of whether you mean to educate, offer solutions, or sell.
Long-tail keywords can also be pretty valuable in terms of on-page optimization too. For instance, they can be great for placing internal links to offer your visitors even more relevant and related content. This will also improve SEO site structure and bot crawling.
Additionally, long-tail keywords can be used for the optimization of your meta data, like titles, tags, and descriptions. Your image alt text can also benefit from keywords as alt text is the only way Google can tell what’s on the pictures on your site.
Tools like Google Search Console, Google Analytics, and other, even more comprehensive tools can help you measure just how well your strategy is performing. You can see how well you rank for your targeted keywords, how much traffic you can generate, which sites are the most visited, how much time your visitors spend on your site on average, while also tracking your conversion rates.
Based on the data you’ve gathered, you can refine your strategy, add new keywords, revamp your content, and optimize your site even further. As mentioned, once you’ve gathered enough insights, you can then try to rank for relevant short-tail keywords to potentially drive even more traffic.
To maximize the potential of your long-tail SEO strategy, you may also consider sharing your long-tail content in your email newsletters, social channels, and relevant websites to expand your reach and attract backlinks. You can also try guest posting or blogging for reputable and niche-relevant sites and include backlinks to your content on your site which features long-tail keywords. This can help you further boost your visibility and authority.
Naturally, there are other important aspects of a good overarching SEO strategy that address site speed, responsiveness, other technicalities, user experience, and off-site optimizations. Working on them can get quite overwhelming so opting for expert help is the most sensible thing you can do to improve your online visibility.
Long-tail keywords let you match user intent with more precision. It’s a win-win situation where your audience finds what they are looking for faster, while you end up with more qualified traffic that’s ready to convert.
However, that doesn’t necessarily mean that setting up a long-tail strategy can’t become challenging. A lot goes into crafting an effective optimization approach, and it’s always best to leave it to certified experts. Together, you can boost your online visibility and grow your business.
However, SEO strategies can be complex and intricate, requiring experience and a clear understanding of the latest search engine trends. That said, to get the most out of your investment, it’s best to partner up with SEO agency.
Yes, but you shouldn’t remember that they operate differently and thus, can also serve different purposes. Both phrase types have their place in the user journey, with short-tail keywords raising brand awareness and expanding reach, whereas, long-tail phrases can help you drive more qualified leads which can improve conversion rates.
Yes, however, most experts will tell you not to. You may do more harm than good if you aren’t well-versed in SEO. Optimization takes continuous work, intricate strategies, and constant improvements which often take up more time than a business owner would have to focus on their rankings. When it comes to SEO, it’s always better to partner with a reputable agency to maximize your impact.
You can also use short-tail strategies to get the most out of your keywords and paid advertising to drive instant traffic to your site. Apart from that, you can also optimize your off-page SEO assets and try link-building to get the most out of your optimization efforts.

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ChatGPT Search: Is SEO Changed Forever?  CMSWire
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