Strategic use of images in search engine optimization

When evaluating page structure and layout, there's a subtle but strategic way to use images in an SEO-friendly way (beyond ALT tags) to improve your search ranking while also incorporating necessary marketing messages. Confused? Let's look at an example:

Let's say you run a travel website and want to optimize a specific page for the search term "hotel in Las Vegas." You also want to include an attractive marketing message like "Book now and save 20%!" While the above slogan lacks descriptive text, it has compelling features. However, you can place the slogan in an image and the key term (e.g., "hotel in Las Vegas") in a header tag. This will focus on the desired term and still provide a marketing opportunity without compromising keyword consistency.

In other words, images are a great way to insert marketing messages that lack the necessary keywords and phrases. This technique ensures that descriptive text is indexed and less marketing jargon is overlooked. The combination of keyword-rich content and an enticing message satisfies both sides of the strategic equation.