Optimizing and properly naming your images is an important part of on-page SEO & can improve your overall website SEO score.
Don’t let poorly named images hold back your website’s performance. Many business owners focus on writing great content but completely overlook how their image file names affect their search visibility.
We build websites that help your business stand out, and image optimization is a key part of that process. With properly named images, you can drive more organic traffic to your business website without spending extra on advertising.
Whether you’re a doctor wanting more patients to book appointments or a small business owner looking to increase sales, taking the time to correctly name images on your website will help customers find you more easily.
In this guide, I’ll share simple, practical steps to name and optimize your website images the right way. These techniques have helped our clients improve their Google rankings and attract more qualified visitors.
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Below is a list of useful tips for naming and optimizing your images for SEO
Best Way to Name Images for SEO
The first thing you need to do is to properly name your files to help improve your on-page SEO.
Google must be able to understand what your images are about. Accurately named images should describe the image and also include focus keywords.
There are many examples of images on the web with file names such as IMG-34593.jpg or Shutterstock-business-guy-5789874.jpg
This is often the result of people uploading the files without bothering to rename them after they transferred them from their phones or digital cameras.
These files should be renamed appropriately to include seed keywords related to the content they appear in.
Because URLs get abbreviated in search results, keep the file names short, ideally 5 words or fewer.
To keep filename short, it’s ok to remove “stop words” (a, the, in, of, etc.) since they don’t add any SEO value.
So the filename “How-to-Name-Images-for-SEO can be renamed to “name-images-seo”. Stay away from keywords that don’t describe the content or the image for the sake of improving rankings. Ultimately you want to do both, describe the image and use appropriate keywords when naming the images.
Finally, use hyphens (-) instead of underscores when naming your files, which is the preferred naming convention.
For this post, the main image was changed to “properly-name-optimize-images-seo.jpg”. As you can see, it follows proper image naming conventions. It’s short, only 5 words, contains main keywords, uses hyphens and accurately describes the image.
Below is an example of what not to do when you upload images.
Include ALT Tags
Make sure that to include ALT TEXT with your images. Alt tags further help search engines understand images by providing additional information.
You can make your Alt longer than the filename, but it should still be concise. Try to keep your alt tags under 125 characters.
Another good reason to use ALT tags is that the American Disabilities Act requires it to assist the visually impaired.
Reduce Image File Size
One of the main reasons websites are slow is because of the large image size.
Google uses speed as one of the determining factors when deciding how to rank pages. Fast websites are favored over slower-loading sites and are more likely to show up higher in search engine results.
You want to keep your images as small as possible. Your goal is to compress them, so they are 50kb or less. Even if you can’t get them this small, you can still drastically reduce image size when you run them through free image optimization tools before uploading them to the website.
Some of the best and easiest image compression tools include TinyPNG, Compressor.io, and Squoosh.
Use the Right File Type
Using the right type of image is another way of keeping your files small and making sure your pages load fast.
The three most common file types are JPEG, PNG, and GIF. You need to know which type you to use to reduce load time.
JPG is the most common file format, exclusively used for photo images. Image compression can greatly reduce JPG file size without reducing their quality.
PNG files are mostly used for transparent images, illustrations, icons and logos.
GIF images consist of 256 colors and like PNG they can be transparent and are used for flat images like illustrations and icons. GIFs have been mostly replaced by PNG files which are superior in quality. However, one reason you still see GIFs online is because of web animations. Unlike other file types, GIF images can have multiple layers and therefore, unlike other file formats, can be animated.
If you plan on using transparent PNG files, you must compress them before uploading them. Image compression can significantly reduce file size without visibly affecting the image quality.
Integrate Modern Image Formats (WebP, AVIF)
If you’re still uploading JPEG and PNG images to your website like most people do, you’re missing out on substantial SEO improvements that WebP and AVIF formats can provide through dramatically faster loading times and better Core Web Vitals scores.
WebP Format For Web Images
WebP, developed by Google, has become the gold standard for web images. This format delivers 25-35% smaller file sizes compared to JPEG while maintaining the same visual quality. More importantly for SEO, WebP images load significantly faster, which directly impacts your site’s Core Web Vitals scores.
Here’s why WebP matters for your SEO strategy:
Loading Speed Benefits: Smaller file sizes mean faster page load times. Google’s algorithm heavily weighs page speed as a ranking factor, and WebP can improve your Largest Contentful Paint (LCP) scores by reducing image load times.
Browser Support: Over 95% of browsers now support WebP, making it safe to implement across your website. This includes Chrome, Firefox, Safari, and Edge – covering virtually all your visitors.
AVIF: The Next-Generation Format
VIF (AV1 Image File Format) represents the cutting edge of image compression technology. This format can achieve file sizes 50% smaller than WebP while maintaining superior image quality. For websites serious about performance optimization, AVIF is becoming increasingly important.
Performance Impact: AVIF’s compression efficiency means your images load lightning-fast, which is crucial for mobile users and directly impacts your search rankings. Google’s mobile-first indexing means faster mobile performance translates to better SEO results.
Implementation Strategy: While browser support for AVIF is growing (currently around 80%), we recommend using it alongside WebP as a fallback option through HTML’s <picture> element.
WordPress Support for New File Formats
Most modern content management systems now support WebP and AVIF formats. WordPress has built-in WebP support, and plugins like Imagify or ShortPixel can automatically convert your images while preserving SEO-friendly file names.
Pro Tip: When uploading images to WordPress, rename them before upload using your target keywords, then let optimization plugins handle the format conversion. This maintains your SEO naming strategy while leveraging modern compression.
Resize Your Images Appropriately.
Compressing images is one way to keep image files small. Reducing image size is another strategy for making sure your files stay small. Many inexperienced designers force huge images into tiny spaces resulting in much slower pages.
Before resizing images, decide where you plan to use them on your website.
Does the image need to be full width? if it does your dimensions should not exceed the width of your website. If you plan to use the image in a sidebar or a column that’s half the width of your website, you need to resize it accordingly.
By using the right filetype, resizing images to optimum proportions, and compressing the images you will be able to reduce the file size of your graphics leading to faster pages and better SEO results.
There are a number of ways to resize images. You can use Photoshop or free online apps like Pixlr. If you use WP, there is a built-in feature that lets you resize images after they’ve been uploaded and show up in your media library.
More SEO Image Optimization Tips
Use Multiple Visuals and Rich Media
Your posts, at the very least, must have one featured image. But don’t limit yourself. Because the web is a visual medium, it’s always a good idea to include additional graphics and rich media to make your content more engaging.
By adding videos, charts, graphics, and infographics, you will encourage people to stay longer on your page, reducing the bounce rate and resulting in more shares.
Include Caption Where Appropriate
Captions give publishers another opportunity to include keywords in their content. Captions provide information about images and just like ALT tags, they help search engines better understand your images.
Captions are mainly used with charts, graphs, and tables rather than regular images.
Use Authentic Images
Whenever possible use authentic images. People are less likely to share your content if you include images found on many other sites. When you use generic stock art, it makes your content less original and your brand less authentic. Furthermore, users are more likely to share interesting images on visual sharing sites such as Pinterest attracting even more organic traffic.
Quality Is Important
Image quality is another important factor when it comes to images and SEO. Regardless of how well-written your content is, you’re unlikely to get repeat visitors if you use poor-quality graphics.
“According to the Nielsen Group, the majority of users decide if they want to stay on your website within the first 10-20 seconds of viewing.”
Visitors to your website know the difference between low-quality and high-quality images. They’re more likely to stick around if they see well-chosen professional-looking visuals. No one wants to read or share a post that includes photos that look like they were taken in the 80s by a kid who was learning how to use a camera for the first time. Keep it professional.
If you’re on a budget and don’t have original photos, as the last resort consider using images from a growing number of free photo stock sites. These photos might not be authentic, but at least they will be of high quality and will make your content visually more appealing.
Frequently Asked Questions About Image SEO
How Should You Name Images for Better SEO?
Stop using those non sensical filenames like “IMG_12345.jpg”. They’re killing your SEO potential. Instead, create descriptive, keyword-rich filenames that tell Google exactly what your image represents – something like “website-image-optimization-tips.jpg”. It will make a world of difference.
Remember these naming rules:
– always use hyphens between words (never underscores),
– keep your filenames under 5 words, and
– strip out unnecessary words like “a,” “the,” and “of.”
This simple step helps search engines connect your images to relevant searches, boosting your visibility where it matters.
Do Image Filenames Really Impact SEO Rankings?
Absolutely. Your image filenames directly influence how well your pages rank. Search engines don’t just look at your alt text – they analyze filenames alongside surrounding content to determine relevance and context.
Many SEO web design professionals overlook this, but properly named images improve your on-page SEO score, increase visibility in Google Image Search, and contribute to better overall SEO rankings.
Working with different clients at Big Apple Media, I’ve seen website generated significant amount of traffic just by fixing their image filenames.
What’s the Optimal Image File Size for SEO in 2025?
Keep your images under 50-100KB whenever possible, especially for mobile optimization. Yes, larger sizes are acceptable when absolutely necessary for quality, but they should be the exception, not the rule.
This isn’t just a recommendation – it’s critical for Core Web Vitals, where image size directly impacts your Largest Contentful Paint (LCP) scores.
I regularly use tools like TinyPNG and Squoosh with my clients to slash file sizes without sacrificing visual appeal. The payoff? Faster loading times and happier visitors who don’t bounce from slow pages.
Should You Use Hyphens or Underscores in Image Filenames?
Hyphens. Definitely stick with hyphens. Search engines read hyphens as spaces between words, making “seo-image-optimization.jpg” register as three distinct keywords. Underscores do the opposite – they connect words, turning “seo_image_optimization.jpg” into one long, meaningless string to search algorithms.
It’s a small detail but it can greatly improve how search engines interpret your image content. I’ve tested this with clients repeatedly, and properly hyphenated filenames consistently outperform in both standard and image search results.
What’s the Ideal Alt Text Length for SEO?
Keep your alt text between 50-125 characters for maximum effectiveness. This sweet spot provides enough detail for both search engines and screen readers without becoming bloated.
Focus on accurately describing what appears in the image while naturally weaving in relevant keywords. Never stuff keywords – it does more harm than good. Well-crafted alt text serves dual purposes: making your content accessible to visually impaired users while helping search engines properly index your images.
Which Image Formats Work Best for SEO in 2025?
WebP has become the gold standard for photographs in 2025, delivering files roughly 30% smaller than JPEGs. For graphics needing transparency, stick with PNG, and explore AVIF for cutting-edge compression when browser compatibility allows.
Don’t completely abandon JPEG for photos or SVG for simple graphics and icons – they still have their place. I always recommend choosing formats based on image type and browser support requirements. The performance gains from modern formats like WebP translate directly to better Core Web Vitals scores and higher search rankings.
Do Image Captions Contribute to Better SEO?
They absolutely do. Image captions provide valuable SEO benefits that many site owners completely miss. They’re immediately visible to both users and search engines, creating perfect opportunities to include relevant keywords naturally.
I’ve found captions particularly effective for charts, graphs, and infographics where additional explanation adds genuine value. My clients consistently see improved user engagement, longer time-on-page metrics, and better rankings when they implement strategic image captions that help search engines connect images to their surrounding content.
How Does Image Optimization Affect Core Web Vitals in 2025?
Image optimization makes or breaks your Core Web Vitals scores – particularly Largest Contentful Paint (LCP) and Cumulative Layout Shift (CLS). Heavy, unoptimized images push LCP scores well beyond Google’s 2.5-second threshold, directly harming your rankings.
Properly sized and compressed images dramatically improve loading times, while explicitly setting image dimensions prevents those frustrating layout shifts during page load. With barely half of websites (57.8%) achieving good LCP scores, thorough image optimization gives you a serious competitive advantage in both search visibility and user experience.
Summary
Optimizing your images is an important part of on-page SEO and can greatly improve your on-page SEO rankings.
When optimizing your images for search follow these guidelines:
- Keeping the image filenames relevant.
- The filename should clearly describe the image
- Include Keywords in your filename
- Keep filenames short. (shoot for 5 words or less)
- Use hyphens instead of underscores
- Drop “stop words” (a, the, to, etc.)
- Compress image file size
- Use the right file type (Jpg for images, PNG and Gif for flat files and illustrations)
- Resize images to optimum proportions.
- Keep your ALT tags 125 characters or shorter
- Use authentic, high-quality images.
