Google’s John Mueller recently provided valuable insights into the types of images that are properly indexed by Google Image Search. Being indexed by Google Image Search can be significant for publishers seeking traffic, while others believe that ranking high doesn’t add value. Mueller’s advice offers something for publishers on both sides of the debate, and provides intriguing clues about how Google Image Search operates.
In a Google Webmaster Hangout, a publisher asked if there’s a difference between using a regular image tag versus displaying an image via CSS as a background image.
Mueller’s response was enlightening, as it might explain why some images don’t perform well in Google Image Search. He stated:
“…from our point of view, for image search, we would use the image tag with the source attribute pointing at the image… and as far as I know we don’t use CSS images at all for image search. So for normal web search it doesn’t matter. You can use whatever works best for you. If you want to have these images indexed in image search then I would definitely use a normal image tag for that.”
Takeaway:
If true, this provides publishers who wish to exclude images from Google Image Search another method to achieve that. The images will still be indexed, but they won’t appear in Google Image Search. For publishers who want their images displayed in Google Image Search, this serves as a reminder to use standard image tags and refrain from using CSS to display background images.
Will This Harm My Featured Snippets?
It’s unclear if using images as backgrounds via CSS might prevent those images from appearing in Google Answer Boxes, also known as position zero. Featuring an image in these snippets is significant, and images may influence attaining those coveted positions. At this time, it’s uncertain if using CSS background images will negatively affect obtaining a featured snippet ranking. Until more information is available, a prudent approach would be to use regular HTML image tags if you want those images to rank in featured snippets.
Implications for Site Auditing
It’s unknown how many search marketing professionals consider whether images are displayed via regular HTML image tags or CSS background images, but this might be another factor to examine. Personally, I will pay closer attention to how CMS themes handle default image settings. If you or your client want images indexed by Google Image Search, it may be beneficial to check the coding of those images.
What is Google Image Search and Should I Worry?
Google Image Search is one of several specialized searches offered by Google. For some publishers, it is an important traffic source, but for many, it is not a major concern. Reviewing your traffic logs and analytics can help determine how much traffic is coming from Google Images and its importance to your overall strategy.
Screenshot by Author, modified by Author
