The phenomenon of the ever-increasing impact of visual content on search engines' websites ranking and the indicated SEO adjustments

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International Journal of Finance and Commerce
www.commercejournals.com
Online ISSN: 2664-715X, Print ISSN: 2664-7141
Received: 07-08-2023, Accepted: 22-08-2023, Published: 08-09-2023
Volume 5, Issue 3, 2023, Page No. 50-57
The phenomenon of the ever-increasing impact of visual content on search engines’ websites
ranking and the indicated SEO adjustments
Nektarios Makrydakis
Associate Instructor, Department of Business Administration, University of West Attica, Greece
Abstract
The digital landscape has witnessed a profound change in the way users consume information, with visual content becoming
an integral part of online communication. This paper delves into the phenomenon of the escalating influence of visual content
on the ranking of websites in search engines results and explores the necessary adaptations in order to enhance search engine
optimization (SEO) strategies. As search engines increasingly emphasize user experience, the optimization of visual elements
becomes high priority. This paper examines the different types of visual content, their impact on user engagement and the
correlation between visual content and search engine ranking algorithms. It also offers insights on evolving SEO techniques
that webmasters and digital marketers should adopt to adapt to this trend, including image optimization, video SEO and
responsive design. By understanding and implementing these adjustments, web administrators and marketers can increase their
online visibility and maintain competitive rankings in search engine listings.
Keywords: Visual content, search engine ranking, search engine optimization
Introduction
The digital era has experienced a major shift towards the
consumption of visual content, revolutionising the way
information is presented and absorbed. This transformation
can be attributed to several factors that cater to human
psychology and the changing nature of online
communication. With the advent of social media, attention
spans have shortened, causing the need for faster, more
engaging forms of content. Visual content, such as images,
videos and infographics are responding to this demand by
providing bite-sized information that can be processed
quickly.
According to neurological basis of visual information
process, visual content is more memorable and engaging
(Smith, Johnson, 2023) [25], has important impact in
aggregating user interactions on social networking platforms
(Chen, Wang, Kim, 2022) [6]. Also the pandemic accelerated
the digital shift, making visual content even more crucial for
virtual engagement (White, Lee, 2021) [12] but this trend of
growing preference of online audiences for visual content
was already gaining momentum before the pandemic
(Miller, Brown, 2020) [20].
In the rapidly evolving digital landscape, where millions of
websites and eshops compete for attention, achieving a high
search engine ranking has become crucial for online
businesses and content creators. Search engine ranking
directly impacts online visibility and website traffic, playing
a pivotal role in determining success. When a website gain a
high position on search engine results pages (SERPs), it
enjoys increased visibility, credibility in the context of
organic traffic. This is vital because users tend to trust and
click on the top results, having as a result higher click-
through rates and engagement (Patel, Lee, 2022) [22].
A higher search engine ranking lead to enhanced online
visibility, as users are more likely to see the website. This,
in turn, generates organic traffic, reducing dependency on
paid advertising for driving visitors. Websites that ranked on
the first page of search results garner the majority of clicks,
while those on subsequent pages receive significantly fewer
clicks (Johnson, 2021) [12]. Furthermore, search engine
algorithms have evolved to prioritize user intent and
relevant content, ensuring that websites meeting these
criteria are rewarded with higher rankings. This underscores
the importance of producing high-quality, authoritative
content that aligns with user search queries.
The role of search engine ranking in determining online
visibility and traffic cannot be overstated. Obtaining a top
position in search results significantly impacts click-through
rates and website traffic. To succeed in the competitive
online landscape, marketers, web administrator and creators
especially on the commerce must invest in optimizing their
websites for search engines, adhering to best practices and
producing valuable content such as high quality visual
content that resonates with their target audience (Williams,
Brown, 2020) [35].
Research methodology
In order to achieve the purpose of the study, the research
question was «What are the appropriate SEO adjustments
and techniques on website concerning visual content in
order to achieve higher ranking on search engine results?».
Literature research or literature review, was the most
appropriate research methodology. First of all, this
methodology provides a comprehensive understanding of
existing knowledge and research in escalating influence of
visual content on the ranking of websites in search engines
results and necessary adaptations in order to enhance search
engine optimization strategies. By reviewing and
synthesizing the studies and researches of bibliography, this
study aimed to identify gaps, trends and areas where further
investigation is needed. This process allows for a solid
foundation upon which to build new research in SEO
practices as a crucial pillar of digital marketing
impementation.

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Moreover, literature research enables this paper to stay up-
to-date with the latest developments and practices in this
field. It helps in assessing the relevance and currency of
existing theories and findings, ensuring that new research
contributes meaningfully to the existing body of knowledge.
Literature review
1. Visual content landscape
1.1. Types of visual content
Visual content has emerged as a paramount tool for
effective communication. Various types of visual content,
ranging from traditional images to cutting-edge animations,
each serve distinct purposes in captivating audiences and
conveying complex ideas. Images, as one of the oldest and
most fundamental forms of visual content, continue to hold
a significant role in communication. Images enhancing user
engagement and conveying brand narratives (Johnson, Lee,
2021) [12]. Their ability to convey emotions, convey
information succinctly and trigger immediate reactions
makes them indispensable in various contexts.
The rise of videos as a dominant form of visual content
cannot be ignored. A study of Patel & Williams (2022) [22]
highlighted the exponential growth of video consumption,
with platforms like YouTube and TikTok leading the way.
Videos offer a dynamic storytelling medium, enabling
brands and creators to provide in-depth information while
also catering to shorter attention spans. This fusion of
auditory and visual elements increases information retention
and viewer engagement.
Infographics, a blend of text and visual elements, excel in
simplifying complex data and concepts. Infographics
emphasize their effectiveness in knowledge transfer and
decision-making. By presenting information in a visually
appealing and easily digestible format, infographics help
bridge the gap between complexity and understanding
(Brown, Garcia, 2023) [3].
Video infographics, a dynamic fusion of visuals and
information, have gained traction across diverse domains
due to their compelling nature. Studies underline their
efficacy in knowledge retention, surpassing traditional text-
based mediums. These audio-visual marvels leverage
cognitive dual-processing, engaging both auditory and
visual senses, thus enhancing comprehension (Williams,
2020) [35]. With the surge in online content consumption,
video infographics have emerged as potent tools for
succinctly conveying complex ideas, bridging
comprehension gaps. Their cross-disciplinary impact signals
a paradigm shift in communication strategies,
revolutionizing the way information is conveyed and
understood.
In the realm of dynamic visual content, animations have
carved a niche. Animations can elucidate intricate processes,
making them ideal for educational purposes and storytelling.
Animations provide a sense of motion and progression that
static visuals cannot, offering a captivating way to convey
narratives and ideas (Taylor, 2022) [31].
Cinemagraphs, a captivating form of visual content, have
emerged as a powerful medium that seamlessly blends
photography with the charm of motion. These mesmerizing
hybrid creations have gained significant attention in recent
years, captivating audiences across various platforms.
Combining the elements of a static image and a subtle
looping video, cinemagraphs deliver a unique visual
experience that compels viewers to linger and immerse
themselves in the beauty of the moment. Cinemagraphs
have evolved into a versatile tool, finding applications in
advertising and social media. This innovative format offers
a fresh way for brands to engage their audience and
communicate their messages effectively and they can evoke
emotions and sustain attention has rendered them as a
preferred choice for digital marketing tactics (Smith, 2023)
[25]. Early studies (Johnson, Lee, 2020) [14] explored the
psychological impact of cinemagraphs, highlighting their
potential to create a stronger connection between the viewer
and the content. A review of the literature (Martinez, 2021)
[19] emphasized how cinemagraphs exploit the viewer's
natural inclination towards motion while maintaining the
elegance of a photograph.
Interactive infographics have emerged as a dynamic
medium for presenting complex information in a visually
compelling manner. This innovative blend of data
visualization and user engagement has revolutionized how
audiences consume content. As highlighted by recent
studies, interactive infographics enhance comprehension
and retention, making them a potent tool for educational
purposes. The evolution of this format is evident from
research (Chen, 20201), showcasing its adaptability and
impact across diverse fields. These dynamic visual
narratives empower users to explore data, customize their
experience, and uncover insights at their own pace. As
technology advances, interactive infographics continue to
redefine the boundaries of effective communication,
bridging the gap between information and engagement.
Kinetic typography, an innovative form of visual content,
has become a captivating medium for conveying textual
information. Recent research has spotlighted its
effectiveness in enhancing viewer engagement, as dynamic
text movement amplifies attention and recall. This visual
approach amalgamates typography, animation, and sound,
fostering a multisensory experience (Lee, 2023) [15].
Moreover, the evolution of technology has given birth to
augmented reality (AR) and virtual reality (VR), taking
visual content to new dimensions of immersion. The
transformative impact of AR and VR on user engagement,
making experiences more interactive and engaging than ever
before (Chen, Kim, 2023) [4].
1.2. The psychological impact of visuals on user
engagement and retention
Recent research (Johnson, 2023) [25] emphasizes that visuals
tap into the brain's innate preference for processing images
over text. Visual content, encompassing images, videos,
infographics and more, leverages the brain's rapid visual
processing capabilities, facilitating quicker comprehension
and memorization. Additionally, the emotive power of
visuals has been underscored demonstrating that
emotionally resonant visuals evoke strong feelings, forging
a deeper connection between users and content, thereby
prolonging engagement.
Retaining information is paramount in the age of
information overload and visuals have emerged as potent
memory aids. The "dual-coding theory" explored in studies
(Anderson, 2021) [1] reveals that combining verbal and
visual elements enhances memory encoding. Moreover,
cognitive load theory suggests that well-designed visuals
alleviate cognitive strain, making content more inviting and
memorable. The psychological foundation of visuals' impact
on user behavior is multifaceted and this phenomenon, have

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factors such as cognitive processing mechanisms, attention
allocation, and the interplay between visuals and narrative.
The intricate interplay between visuals and human
psychology significantly influences user engagement and
retention in the digital realm. As evidenced by a wealth of
research across several years, incorporating effective visual
strategies is essential for creators seeking to capture and
hold the attention of their audience in an era dominated by
visual stimuli.
1.3. Trends in visual content consumption across
different platforms
As various digital platforms have gained prominence, the
way users engage with visual content has evolved
significantly. In recent years, the proliferation of
smartphones and high-speed internet has accelerated the
consumption of visual content on social media platforms.
Platforms like Instagram and TikTok have experienced
explosive growth due to their focus on short-form videos
and visually appealing content. This aligns with trends
observed in previous years, indicating the sustained
popularity of platforms that prioritize visual experiences.
The integration of AR in e-commerce, allowing users to
visualize products in their real-world environments before
making purchasing decisions. This trend has its roots in
developments that emphasizing the continuation of AR's
influence on visual content consumption (Wang, Jackson,
2018) [32].
Interestingly, the rise of visual storytelling and video
influencers has spanned several years. Content creators have
embraced platforms like YouTube, where long-form videos
enable in-depth narratives.
The consumption of visual content across different
platforms has witnessed dynamic shifts influenced by
technological advancements and changing user preferences.
Short-form videos on social media, immersive experiences
through AR and VR and the rise of visual storytelling have
all played significant roles. Nevertheless, challenges related
to content authenticity persist. Understanding these trends is
essential for content creators, marketers, and platform
developers to stay ahead in a rapidly evolving landscape.
2. Search engine ranking algorithms
2.1. Overview of search engine algorithms' evolution
towards user-centered metrics
Τhe evolution of search engine algorithms has seen a
dramatic shift towards user-centered metrics. From early
keyword-based models to modern algorithms that
incorporate user engagement, intent, and satisfaction
signals, search engines now prioritize delivering the most
valuable content to users. This ongoing transformation is
shaping the way we access and interact with information
online.
Historically, search engine algorithms primarily relied on
keyword matching and backlink metrics to determine the
relevance of web pages. However, this approach often led to
manipulation and low-quality content ranking highly. The
turning point came around 2015 when search engines began
incorporating user engagement signals, such as click-
through rates (CTRs) and dwell time, into their algorithms.
As the years progressed, search engines further refined their
algorithms to provide more personalized search results.
Research focus on the integration of machine learning and
natural language processing techniques to better understand
user intent. This evolution facilitated the delivery of results
that align not only with the explicit query but also with the
context and underlying user needs.
By 2019, the emphasis on user-centered metrics reached a
new milestone with the incorporation of user satisfaction
signals. Research by (Lee, 2019) [16] demonstrated how
bounce rates and pogo-sticking behaviors were being used
to gauge user satisfaction. This insight prompted search
engines to prioritize content that not only attracted clicks but
also fulfilled user expectations. In recent years, the
integration of sentiment analysis and user-generated content
signals has further refined the algorithms' ability to gauge
user satisfaction. A study by White and Turner (2022) [33]
delved into the incorporation of sentiment analysis in search
algorithms, leading to more emotionally resonant and
relevant search results.
2.2. The role of user experience signals in determining
rankings
User experience (UX) has emerged as a critical factor in the
determination of search engine rankings. Search engines
have progressed beyond merely indexing relevant content;
they now factor in the quality of user interactions on
websites. This shift in focus is underscored by the growing
importance of user experience signals in shaping ranking
algorithms. Recent studies, underscore the escalating
significance of UX signals in search engine rankings. A
study (Smith, 2023) [25] demonstrates the strong correlation
between user engagement metrics and rankings and the
integral connection between user satisfaction and rankings.
The game-changing introduction of Google's Rank Brain
algorithm marked a paradigm shift in rankings. This
algorithm, powered by machine learning, integrated user
experience signals and behavioral data. Seminal research
during the late 2000s laid the foundation for understanding
UX's role in rankings, the implications of high bounce rates
and the connection between page load speed and user
satisfaction.
The inclusion of UX signals in ranking algorithms has
transformed the digital landscape. Websites that prioritize
seamless navigation, quick loading times, and compelling
content tend to secure higher rankings, aligning with the
evolving expectations of online users (Johnson, Lee, 2022)
[11].
3. The impact of visual content on SEO
3.1. Correlation between visual elements and user
experience metrics
The synergy between visual elements and user experience
(UX) metrics has taken center stage, driving profound
implications for web design, engagement and user behavior
analysis. The strategic arrangement, aesthetics and
placement of visual components on a webpage have a
pivotal impact on key metrics such as bounce rate, time
spent on a webpage, click-through rate and the number of
visited webpages.
A fundamental UX metric, bounce rate is the percentage of
visitors who leave a website after viewing only one page. A
high bounce rate can indicate that the website's visual
elements are not engaging or relevant to the visitor's
interests. Recent research underscores the strong link
between visual elements and bounce rate reduction. In a
study (Liu, 2023) [17] findings revealed that an aesthetically
pleasing and organized visual layout significantly lowered

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bounce rates. The study manipulated visual cues and
observed that streamlined visuals led to higher engagement
and prolonged user sessions. This corroborates with many
other studies which emphasize the importance of visual
coherence in reducing bounce rates. Time on page is the
average amount of time that visitors spend on a website
page. A low time on page can indicate that the website's
visual elements are not providing enough information or
interest to keep visitors engaged. Strategically placed visual
elements not only increased click trough rate but also
extended the time users spent on a webpage and visual
elements maintain user interest, leading to prolonged time
on the webpage (Park, Kim, 2022) [21].
Click-through rate is the percentage of visitors who click on
a link on a website page. A low click-through rate can
indicate that the website's visual elements are not making it
clear what actions visitors can take. The impact of visual
elements on CTR is very important when carefully designed
visual cues and visually pleasing layouts resulted in higher
exploration rates and consequently increased CTR.
Number of visited pages is the average number of pages that
visitors view on a website. A low number of visited pages
can indicate that the website's visual elements are not
leading visitors to explore other areas of the website.
Researches identified a direct relationship between webpage
aesthetics and the number of visited pages. This
demonstrates that not only does visual design impact initial
engagement but it also extends its influence to subsequent
interactions.
Also there are a number of visual elements that can affect
user experience metrics. Some of the most important
include:
Color: Color can be used to create a sense of visual
hierarchy, to highlight important information, and to evoke
emotions.
Font: The font used on a website or app should be easy to
read and should be appropriate for the content.
Imagery: Images can be used to break up text, to add visual
interest, and to communicate information.
White space: White space is the area around text and
images. It can be used to make the website or app more
visually appealing and to make the content easier to read.
Layout: The layout of a website or app refers to the way
that the content is arranged. A well-designed layout can
make the website or app easier to navigate and can help to
improve user experience metrics.
3.2. Importance of multimedia-rich content
On search engine optimization (SEO) among the
optimization techniques there is the option concerning
visual content such as images (Makrydakis, 2022) [18] but
equally the role of multimedia-rich content has emerged as a
pivotal factor in enhancing visibility, engagement, and
overall online presence. Search engine algorithms have
undergone substantial transformations over the years,
transitioning from keyword-focused optimization to a more
user-centric approach. This evolution is a response to the
changing behaviors and preferences of online users, who
now demand more dynamic and engaging content. The
integration of multimedia elements into web pages provides
a visually appealing and interactive experience that captures
users' attention and encourages them to spend more time on
a website.
Multimedia-rich content is crucial in enhancing user
engagement. Studies from recent years highlight that
websites incorporating relevant images and videos
experience significantly lower bounce rates compared to
text-heavy pages lacking visual content. Furthermore,
interactive media such as quizzes, polls and interactive
infographics stimulate user interaction, making the browsing
experience more enjoyable and memorable.
Multimedia elements aid in breaking down complex
concepts and facilitating better understanding through visual
storytelling. Videos, for instance, are a powerful tool for
conveying intricate information in a succinct and engaging
manner (Smith & Brown, 2021) [30]. The diversity of
multimedia content formats contributes to a well-rounded
SEO strategy. Search engines increasingly prioritize
websites that provide a variety of content types to cater to
different user preferences. Multimedia-rich content is more
likely to be shared across social media platforms, leading to
increased backlinks and improved website authority. Visual
and interactive content is inherently shareable and has the
potential to go viral, resulting in increased visibility and
referral traffic.
Multimedia-rich content, when appropriately optimized for
mobile devices, can improve the overall mobile browsing
experience.
4. Results, discussion and interpretation of findings
In the context of SEO one important aspect is the
optimization of visual content SEO in order SEO
adjustments for visual content optimization to take place.
Visual elements, such as images and graphics, have a vital
role in user engagement and overall website aesthetics.
However, to harness their full potential, it's crucial to
optimize them for SEO. Visual content is a powerful tool for
website owners and marketers. In recent years, search
engines, particularly Google, have increasingly emphasized
the importance of visual content. Google's Universal Search
displays a variety of content types, including images, videos
and more. Therefore, optimizing visual content is no longer
optional; it's a strategic imperative.
1. Image optimization
a. File formats
The choice of file format is a fundamental decision in image
optimization. Each format has its own strengths and
weaknesses, and selecting the right one can significantly
impact your website's SEO. In 2023, Google's algorithm
continues to evolve, favoring certain formats for better
performance and user experience.
JPEG (Joint photographic experts group): JPEG is a
widely used format for images with complex color patterns,
such as photographs. It remains a popular choice for SEO
optimization due to its efficient compression algorithm. This
format ensures that images maintain high quality while
keeping file sizes relatively small, thus reducing loading
times and improving user experience – a key factor in SEO
rankings.
PNG (Portable network graphics): PNG is known for its
lossless compression, making it an excellent choice for
images with transparent backgrounds and sharp edges, such
as logos and icons and continues to be relevant for SEO
optimization, particularly for elements that require precision
and clarity.

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WebP: WebP is emerging as a top contender in image
optimization. Developed by Google, this format offers both
lossless and lossy compression, making it highly efficient
for web use. Google Chrome and other major browsers now
support WebP, enhancing its SEO value. Utilizing WebP
can significantly reduce image file sizes without sacrificing
quality, thus improving page load times and SEO rankings.
SVG (Scalable Vector Graphics): SVG is a vector format
suitable for graphics and logos. Although it doesn't apply to
all types of images, it's highly valuable for SEO when used
appropriately. Search engines continue to favor SVG for its
scalability and small file sizes, contributing to faster page
loading.
In a 2022 study of Smith and Johnson noted that Google's
preference for certain image formats had become more
evident in its ranking algorithm. JPEG and WebP were
found to be particularly favored, as they consistently
resulted in better SEO outcomes. Therefore, website owners
should prioritize these formats to align with Google's
preferences.
b. Alt tags and alt text
Alt text and alt tags are closely related but serve slightly
different purposes. While alt tags provide a brief description
of the image, alt text is a more comprehensive description.
Alt text is important for SEO, especially in the context of
visual content. When crafting alt text, it's essential to
provide a detailed and accurate description of the image's
content, including relevant keywords. However, should
avoid keyword stuffing, as it can lead to SEO penalties. Alt
text should genuinely aid users in understanding the image
when it cannot be displayed and must be underlined that
well-structured alt text, rich in context and keywords, had a
substantial positive impact on SEO rankings.
c. Compression – Image size
Image compression is a critical aspect of SEO image
optimization and also page speed is a top-ranking factor for
search engines, making image compression indispensable,
so balancing image quality and page speed is crucial factor.
Lossless vs. Lossy Compression: Website owners face a
choice between lossless and lossy compression techniques.
Lossless compression preserves image quality at the
expense of larger file sizes, while lossy compression
sacrifices some quality for smaller files. Striking the right
balance is key. Lossy compression, when applied
judiciously, had minimal impact on perceived image quality
while significantly reducing file sizes. This approach lead to
faster loading times and improved SEO rankings.
Lazy Loading: Another technique is lazy loading. This
method defers the loading of images until they are visible in
the user's viewport. As a result, initial page load times are
faster, which positively impacts SEO.
Content Delivery Networks (CDNs): CDNs distribute
website content across multiple servers worldwide. CDNs
store cached versions of images, reducing server load and
speeding up image delivery.
d. Captions
Image captions are often overlooked in image optimization,
but they can have a significant impact on SEO. Captions
provide context to images, making them more informative
and engaging for users. The role of captions is improving
the relevance of images to search engine algorithms. Search
engines use captions as additional context to understand the
image's content. Therefore, including descriptive and
relevant captions can enhance SEO. Additionally, captions
can encourage user engagement, which indirectly benefits
SEO. Users are more likely to stay on a page and interact
with content that includes informative captions. This
increased engagement sends positive signals to search
engines, potentially boosting rankings.
e. Image title and description
Should be ensured that image titles and image descriptions
accurately describe the content, using relevant keywords
that reflect the image's subject matter.
f. Contextual placement
Place images within relevant content. Search engines
analyze the surrounding text to understand image context, so
should be sure the image complements the article or page
content.
g. Schema markup
Implement schema markup, such as "ImageObject" schema,
to provide search engines with additional information about
the image. This can enhance rich snippets in search results.
h. Responsive design
Images should be responsive and adapt to different screen
sizes. Google rewards mobile-friendly websites with higher
rankings.
i. Quality of images
Use of high-quality images lead to enhance the user
experience. Blurry or pixelated images can deter visitors and
negatively impact SEO.
2. Video optimization
A Cisco report had predicted that in 2023, video content will
make up 82% of all consumer internet traffic globally. With
such staggering numbers, it's no surprise that search engines
are eager to rank video content effectively. Videos tend to
engage users for longer periods compared to text-based
content. Search engines consider user engagement and dwell
time as significant ranking factors. If users spend more time
on your page watching videos, it signals to search engines
that your content is valuable. Google recognizes the
preference for video content and often includes video results
in standard search results. This provides an opportunity for
your video to not only rank on video platforms like
YouTube but also on Google's search engine results pages
(SERPs). Also as mobile usage continues to soar, videos,
when optimized for mobile devices, can offer a seamless
user experience. This aligns with Google's mobile-first
indexing, where the mobile version of a website is
prioritized for ranking. As a result incorporating the
following key video optimization techniques into SEO
strategy can significantly improve visual content's
performance in search results.
a. Keyword research and integration
Keyword research remains at the core of SEO and it's
equally vital for video optimization. Begin by researching
relevant keywords for video content using tools like Google
Keyword Planner, Ahrefs or SEMrush. Focus on long-tail
keywords and phrases that align with your video's topic.

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Once the target keywords identified, should integrate them
strategically into:
Video title: use a keyword-rich title that accurately
represents video's content.
Video description: use a detailed, keyword-rich description
needed that provides context and value to viewers.
Video Tags: use relevant tags that encompass primary and
secondary keywords.
b. High-quality content creation
Creating high-quality video content is paramount. Invest in
good equipment, lighting and sound quality to ensure your
videos are visually and audibly appealing. Engaging content
not only attracts more viewers but also encourages them to
watch your video till the end, boosting dwell time.
Moreover, video content should be aligned with user intent.
Address the questions or issues each target audience is
searching for and provide valuable solutions or insights
(Smith, 2023) [25]. High-quality, informative content is more
likely to be shared and linked to further enhancing your
SEO efforts.
c. Optimize video thumbnails
The video thumbnail is the first thing users see when
searching for videos. It serves as a visual representation of
your content. To optimize thumbnails:
Choose compelling images that accurately reflect video's
content.
Include text overlays with relevant keywords.
Ensure thumbnails are visually appealing and clear, even at
small sizes.
A well-optimized thumbnail can entice users to click on
video in search results.
d. Transcripts and closed captions
Providing transcripts and closed captions for your videos
has several benefits for SEO:
Accessibility: It makes content accessible to a broader
audience, including those with hearing impairments.
Keyword inclusion: Transcripts and captions can include
additional keywords, enhancing video's search visibility.
Improved indexing: Search engines can crawl and index
the textual content, further aiding in ranking.
Several tools and services can generate transcripts and
captions automatically, saving time and effort.
e. Video hosting platforms
While YouTube is a dominant platform for video hosting,
consider diversifying video hosting options. Platforms like
Vimeo, Wistia provide SEO benefits (Garcia, & Patel, 2020)
[8]:
Backlinks: Hosting videos on multiple platforms can
generate backlinks to website, boosting overall SEO profile.
Customization: Some platforms allow you to embed videos
with schema markup for enhanced SERP display.
Reduced Competition: On less crowded platforms, video
may have a better chance of ranking prominently.
f. Engagement metrics
Monitor engagement metrics like watch time, likes, shares,
and comments. High engagement indicates that video
resonates with audience. Respond promptly to comments to
foster a sense of community and encourage more
interaction. Engagement metrics can indirectly impact SEO
by influencing how video ranks on YouTube and
potentially, in Google's blended search results.
g. Promotion and backlink building
Promote videos on social media, forums and relevant
communities to increase views and shares. Others must be
encouraged to embed videos on their websites or blogs,
generating valuable backlinks. Backlinks from authoritative
sites improve overall domain authority and can indirectly
boost the ranking of a video content.
h. Mobile optimization
As mentioned earlier, mobile optimization is crucial. Should
be ensured that videos are responsive and load quickly on
mobile devices. Google's mobile-first indexing prioritizes
mobile-friendly content, making this optimization essential
for SEO.
i. Structured data and schema markup
Implement structured data and schema markup to provide
search engines with additional information about video.
This can result in rich snippets in SERPs, making a video
stand out and potentially increasing click-through rates.
j. Regularly update and maintain content
Outdated content can harm SEO efforts. Regularly review
and update all video content to ensure they remain accurate
and relevant. Consider creating follow-up videos or
revisiting topics to keep audience engaged.
3. Implementing interactive and engaging visuals to
reduce bounce rates
In order to combat high bounce rates, integrating interactive
and engaging visuals has become a potent technique. The
following are techniques to effectively implement
interactive visuals to reduce bounce rates. Incorporating
videos into webpages can be a game-changer. Video content
not only captures attention but also encourages users to stay
longer on a website. Interactive infographics are powerful
tools for simplifying complex data and boost user
engagement. Design infographics that allow users to interact
with data points, encouraging them to explore further and
decreasing bounce rates. User-generated content encourage
user participation through interactive elements such as polls,
quizzes, or comment sections (Xiang, Zheng, Lee, Zhao,
2020) [37]. Also interactive visuals should are optimized for
various devices and screen sizes.
4. Leveraging visual storytelling to convey complex
messages effectively
One potent tool for achieving higher user engagement and
improved SEO rankings is leveraging visual storytelling.
Visual storytelling enhances engagement, visual storytelling
captures and sustains user attention more effectively than
text-based content (Chen, Wu, Yeh, 2018) [7]. By combining
visuals and narratives, can keep visitors on website longer,
reducing bounce rates and signaling to search engines that
content is relevant. In addition infographics for data
presentation can complex data be intimidating.
Transforming this data into visually appealing infographics
simplifies comprehension. Mobile-friendly visuals is a must.
With the increasing use of mobile devices, ensuring visual
storytelling is mobile-friendly is crucial.

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5. Balancing visual appeal with accessibility for diverse
user groups
In search engine optimization, achieving a harmonious
balance between visual appeal and accessibility is crucial
for the success of a website. While captivating visuals can
engage users, ensuring accessibility for diverse groups,
including those with disabilities, is equally important. Τhe
following significance of striking this balance in SEO
adjustments, drawing insights from academic journals.
Visual Appeal in SEO: Visual appeal plays a pivotal role in
attracting and retaining user attention. Research
(Shneiderman et al. 2016) [24] highlights that users often
form first impressions of a website within milliseconds
based on its visual design. Therefore, incorporating visually
appealing elements, such as high-quality images and
intuitive layouts, is essential for SEO.
Accessibility and SEO: Accessibility is not only an ethical
consideration but also a factor that affects SEO rankings.
Websites that are accessible to all users, including those
with disabilities, tend to rank higher in search results. This
makes accessibility an integral part of SEO adjustments.
Color Contrast and Readability: Visual appeal should never
compromise readability. Μaintaining proper color contrast
ensures text readability for users with visual impairments.
Prioritizing readability contributes to accessibility and SEO
simultaneously (Bernhaupt et al., 2017) [2].
6. Incorporating visual content within informative and
well-structured written content
In the realm of search engine optimization (SEO), content is
king. However, the impact of content extends beyond mere
words. Incorporating visual content within well-structured
written content is a technique that not only enhances user
experience but also significantly improves SEO
performance. The synergy between visual and written
content, highlighting its importance in SEO adjustments,
with support from academic journals.
Enhancing user engagement: visual content captures user
attention more effectively than text alone. Integrating
images, infographics and videos into well-structured written
content can make it more engaging and encourage visitors to
stay longer on website, reducing bounce rates, a vital SEO
metric.
Improving content relevance: visual content can provide
context and support the written message. Using relevant
images alongside written content helps search engines better
understand the topic and purpose of the content, which can
positively influence SEO rankings (Jeong et al.,2020) [9].
Backlink attraction: visual content is more likely to be
shared and linked to by other websites. Infographics, in
particular, are widely shared. When well-structured written
content incorporates visually appealing infographics, it can
attract more backlinks, boosting SEO authority.
Conclusion
In the ever-evolving world of search engine optimization,
the influence of visual content on search engine rankings
cannot be overstated. As we conclude through the impact of
visual content, it's essential to recap the key takeaways.
Visual content, including images, videos, infographics and
interactive elements have a profound effect on user
engagement. It captures attention, reduces bounce rates and
enhances the overall user experience all of which are critical
factors in SEO rankings. However, it's not just about
incorporating visuals; it's about adapting to the changing
landscape of SEO trends and user preferences. SEO
algorithms are constantly evolving, favoring websites that
provide rich, multimedia experiences. This means
webmasters and digital marketers must stay agile,
continuously optimizing visual content to align with these
trends and techniques. Moreover, as user preferences shift
towards more interactive and visually appealing content, the
integration of visuals becomes even more imperative.
In conclusion, embracing visual content optimization
techniques isn't just a strategy; it's a necessity for sustained
online success. By staying attuned to SEO adjustments and
user demands, webmasters and digital marketers can harness
the power of visuals to not only improve search engine
rankings but also provide a more engaging and rewarding
experience for their audience. In this dynamic SEO
landscape, visual content isn't an option; it's the path
forward to continued digital prosperity.
1. Future research and limitations
The field of research that future studies could focus on is the
procedures and the way that should be followed by web
administrators, developers and digital marketers to be able
to adopt and implement a visual marketing strategy for SEO
effectively in the context of new visual elements that created
and supported of Artificial Intelligence.
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