Stock Images and Search Engine Optimization (SEO)
One of the more confusing aspects of stock photography is whether it may negatively impact SEO. More than a few clients have told me that they have heard this and were worried it was true. Luckily, Google’s John Mueller recently tweeted, “It doesn’t matter for web search directly.” That’s almost a definitive answer. Let’s unpack it, because it’s a little complicated and can’t be answered with a quick “yes” or “no.”
What is Stock Photography?
First, a quick lesson on what stock images are. This one’s easy! Stock photography is photography that’s available online for download. These images are uploaded to stock photography agencies and follow several guidelines.
Types of Stock Images
There are a few categories of stock images available, but the two most popular are public domain and royalty-free.
Public Domain
Otherwise known as “free” stock photography, public domain images are available to use without paying for a license. These images don’t require an attribution and I’ve found tons of perfect images on sites like Unsplash and Pexels.
Royalty-Free
When you’re looking for a deeper catalog of images, royalty-free licenses are a good choice. Sites like Adobe Stock and Getty Images offer photos available for purchase. If you’re likely going to download multiple images regularly, signing up for a monthly subscription is something worth thinking about.
Choosing the Right Stock Image
Close, but not quite. This is clearly not a home located in Iowa.
The term “stock photography” may have a negative connotation for some, but that’s because a lot of clearly staged photography can come off as insincere. It doesn’t have to be that way! Not all stock images are crap. We all know what an obvious stock photo is. For instance, I immediately picture a person jumping in the air, looking directly at the camera with a big, fake smile on their face. “Hooray! I’m in a stock photo!” No thank you. Avoid that by digging a little deeper into the stock library you’re searching. Don’t settle on the first image you find.
Pro-tip: Pay attention to details. For example, if you own a landscaping company in Iowa, don’t choose a photo of a home with palm trees in the yard.
Feel Free to Edit
When using stock photography, remember that you can personalize it with a little editing. So many images we see on social media, websites, and blogs (hi, there) are stock images. You may not notice/care, though because the design has been elevated. I’m a big fan of Canva for this because the possibilities are endless.
![cocktail shaker pouring an old fashioned into a glass with two ice cubes and an orange slice with caption [whiskey tasting at millie's bistro october 8 6-8pm]](https://i0.wp.com/greenivycreative.com/wp-content/uploads/2020/07/join-us-for-happy-hour.png?resize=500%2C500&ssl=1)
A quick edit can customize a photo and help draw attention to your post.
Don’t Forget Stock Videos
Yes! Stock videos exist. They’re great to use on Instagram, Facebook, and even your own website. Heads up: just like with images, remember to compress them so they don’t slow down your site speed. The same licensing rules that apply to images apply to stock videos, so know what you’re downloading.
How to Use Stock Photography with SEO in Mind
Luckily, Google’s John Mueller elaborated, “For image search, if it’s the same image as used in many places, it’ll be harder. (There’s also the potential impact on users, after search happens, eg: does it affect conversions if your team photo is obvious stock photography?)
What’s he talking about? I’ll explain.
Keep an open mind when searching for stock images. Simple is often your best bet.
Use Photos that Make Sense
Every image you use on your site should be used with a clear intention and with image search in mind. For instance, let’s say you’ve written an article about a job search and a heading is “The Grass Is Always Greener.” Using an image of a lawn would do nothing to positively impact SEO, because once you’ve added your alternative (alt) text and title tag about grass, anyone doing an image search on Google for something like grass seed may come across your image and head to your site. Once they realize you’re not selling grass seed, but instead are looking at an article on finding the right career, they’re going to leave. You’ve now wasted their time and yours by choosing the wrong image. Cue the sad trumpet sound. Instead, keep your original topic in mind when looking for stock photography. Think outside the box. For something like a job search/career blog, you could use a photo of someone typing on a laptop, searching a job board, or even in an interview.
Remember Your Brand and Goals
In conclusion, every piece of content on your website, social media, and any other kind of marketing should be immediately connected to your brand and your goals. Always keep your customer in mind with everything you do. If the stock image you’re thinking of using does nothing for them, it does nothing for you. Obviously images posted on this particular blog aren’t helping our SEO and I’m aware, but we’ll take the hit on this one in the name of education!
Answering Your SEO Questions
We’re happy to answer questions about stock photography, SEO, or to get you set up with custom photography for your website or digital marketing campaign. Even better, we could handle it all for you. Drop us a line today!