我们八倍的图片搜索流量如何HubSpot Blog in 1 Year

这篇文章是Made @ Hubspot的一部分，这是一个内部思想领导力系列，通过它从我们自己的HubSpotter进行的实验中提取课程。

Cliché: A picture is worth a thousand words.

Fact: HubSpot's pictures are worth 120 thousand clicks.

去年，我的同事卡拉·库克（Karla Cook）gave our readers a 3,000-word peek behind the curtain into anew SEO strategywe implemented at the beginning of 2018. That strategy, which was designed to fix a traffic plateau across the blog, increased our organic traffic by 25% year over year -- to eight million organic pageviews per month. This is about three million new organic views we didn't have at the beginning of 2018.

Where that traffic is coming from is equally exciting.

正如我所说，我们的新SEO策略将我们的有机博客流量推向了从未去过的高度。但是，这种策略对我们带来了另一种意想不到的后果。

While we increased our total organic traffic by 25% from last year, we increased our图像搜索流量……等待…779％。这是指来自在Google或类似搜索引擎中进行搜索的人的流量，并单击导致HubSpot博客的图像结果。

“图片或没有发生，布雷登。”如你所愿：

Source:Google Search Console

看看上图中的宝蓝色瓷砖。在2018年4月至2019年4月之间，Hubspot实际上将其自然流量从每月14,100次有机景观增加到每月的124,000次有机景观 - 近8倍。

我们的图像流量仅占我们博客每月总流量的2％，这并不是那么重要。但是，即使我们的绝大多数有机流量仍然来自网络搜索（书面博客本身），但我们的图像流量的增加速度（779％）与我们的总博客流量（25％）的数量非常不相称。

And let's be honest, 2% of 8 million is nothing to sneeze at.

But what made the difference, if not just our new blog-aligned SEO strategy?

图像SEO我们学到的最佳实践

As it turns out, we had a few other tricks up our sleeve along the way that gave our images some extra juice on the search engine results pages (SERPs), all of which are just good best practices in commercial content creation.

1. Optimized Alt Text

在HubSpot COS中，我们几乎总是用（试图）描述与之相关的图像的文本填写图像alt文本字段。不过，去年，我们开始更加认真地对待ALT文字。

Rather than automatically fill image alt text with the image file name — something theHubspot cosconveniently does for you so this field isn't left blank — we now optimize each image we embed with the keyword the blog post is targeting. Then, we add language that puts this keyword into context that reflects the image it's describing.

For example, if we're embedding the image below into a blog post about "college courses about SEO," our alt text might look something like this:

"Marketing professor showing college student SEO on her computer screen"

现在，让我们谦虚估计，三分之一的HubSpot博客文章（33％）至少嵌入其中一张图像，而不包括文章的特色图像。HubSpot每三个月发布大约260篇博客文章（或重新发布）。如果我们要为这些博客文章的33％推断此ALT文本过程，那至少87张图像可以潜在地每季度捕获我们的新有机流量。

而且，如果平均博客文章针对一个关键字，每月接受3,500次搜索（基于HubSpot Marketing Blog的编辑日历）的粗略估计，那就是每月304,500搜索的景观，我们正在添加更多HubSpot内容（87张图像x 3,500 x 3,500 X 3,500每月搜索）。换句话说，我们将自己放在数十万个Google图像库中，我们以前没有排名。

阅读有关我们团队在ALT文本的方法的更多信息this blog post。

2. Branded Images & Templates

在HubSpot，我们创造了很多valuable resourcesfor our readers to download, ultimately making them a qualifiable lead for the business. However, there are still a ton more resources our readers want for which we necessarily don't have a lead generation strategy but still garner valuable organic traffic. And these resources appear in image form on many SERPs that are important to us.

这些资源包括bob体育苹果系统下载安装鼓舞人心的商业报价，简历模板，示例电子邮件，甚至是Google特色片段中出现的图像缩略图。

To identify these images, the SEO team analyzed where HubSpot was getting most of its image traffic already, and categorized these sources into image types. Then, we worked with HubSpot UX designerAmanda Chongand the rest of our creative team to develop original HubSpot image templates for each image type.

这些新的图像模板允许博客团队有效地“品牌”各种图像，它们可能不会嵌入到博客文章中，并使用上述样式为每个图像添加Alt文本，以将其暴露在正确的SERP上。以下是这些品牌图像的几个示例，如今已使用HubSpot内容：

3. The Search Insights Report

HubSpot的“搜索见解报告”是我们SEO策略的季度表现，每三个月直接交付给博客团队。这些报告包含200多个博客帖子主题，所有这些主题都源于我们希望出现在SERP上的搜索，我们的作家在90天的时间内占据并发布。

And although we have obviously made deliberate moves to capture more image traffic over the last year, the radiative effect these reports have on our website traffic can't be overstated.

For one, as we create these search insights reports every quarter, we’re tapping into topics that are increasingly being found in image form. There’s even data to support this -- here’s a five-year trend line showing an increase in Google Image search for all queries related to “marketing”:

Source:Google Trends

这是所有与“销售”有关的搜索的搜索：

And, finally, for “customer service”:

这三个主题很方便地反映了我们三个博客属性的目标市场：bob sports ,B0B体育平台下载 , and thebob 体育 app 。但是图像交通全面上涨了,which means more traffic from image searches has become a byproduct of our new SEO strategy — one that has continued to grow as we capture more space on SERPs we didn’t have before.

Plus, having a document that distills all of our potential content topics, and aligning the content team with this document, has earned us ranking on some of the most competitive search engine real estate we've ever seen. It stands to reason we'd see a little (alright, a lot) more image traffic as a result.

It’s easy for marketers to attribute website traffic increases to good SEO, but these results ultimately aren’t possible without the time, creativity, and good judgment put into the content itself.