Local companies, in an attempt to improve their SEO campaigns, tend to focus more on finding tricks that game the rankings system. However, the easiest local SEO tactic to use for any website is logo optimization. The problem, it seems, is that businesses don’t understand or know of it. And, for those companies that do understand it, it means a huge competitive advantage.
There are numerous articles about image SEO, and quite a few blogs and sites have done image SEO in some form or fashion. A logo is considered to be an integral part of a company and website, which is why it needs to be properly optimized. The problem is that most local business websites fail to give basic attention to the coding in their logos.
When a company needs a professional looking logo, there are many logo design companies they can do business with including Logo Designer Emedia Creative. However, an un-optimized website logo means missed opportunities. In the majority of cases where a site logo has been optimized, it improves their rankings for major keyword phrases.
The surefire method is to place anchor text for logos on each site page – all of which go back to the website’s homepage. When strategically laid out, it improves the relevancy of keyword used for the homepage.
And, that’s just one of the many benefits logo optimization has on visibility in search results.
1. ALT Text For Logo Optimization
If you understand the basic premise behind search engine optimization (SEO), then you understand what the ALT attribute of IMG tags. For those that don’t understand the premise, it’s connecting words with image content.
Unfortunately, webmasters have become a bit complacent or negligent in this area. Why? Why should webmasters put forth any effort when search engines have made improvements in their capacity to associate keywords with images? The problem with this is that it’s not an end all, be all solution. There is still work that must be done on a webmaster’s end.
Therefore, adding ALT text to an IMG tag is providing search engines with additional firepower. They may know about an image and what it means, but it can also give them the keywords to use if their algorithms have yet to “find” them.
How does an ALT attribute work? Here’s an example of the logo of my company:
<img src="https://egemarketing.ca/images/logo.png" alt="Ege Marketing">
It is better to have an image ALT text that simply expresses a business name than nothing at all. Still, the ALT text could be better. How so? Search engines are designed to rank a company website for brand names should that name be unique.
For a site to rank well in either product name keywords or business category, the location of the business should also be included in the ALT text. For instance,
<img src="https://egemarketing.ca/images/logo.png" alt="Ege Marketing SEO Expert, Toronto, ON">
One of the biggest mistakes people make in the ALT attribute text is over-stuffing it with keywords. The example above is a borderline example of using too many keywords in a logo ALT text. And, there’s the potential of using incorrect ALT text to describe an image. For that reason, you should incorporate graphic text into an image.
For instance, if the logo for “Ege Marketing” had just the word “Ege Marketing” in its image, it may be a good idea to redesign the logo to add the text “SEO Expert, Toronto, ON.” You can also add a tagline or motto that offers keyword-rich text – think “Experienced SEO Consultant In Toronto, ON.”
The above tagline could be added to the image or a combined logo/header image. When this is done, it eliminates the possibilities of search engines seeing the ALT text as misleading.
2. Linking Keywords To An Image File Name
To go a bit further, adding keywords to an image file name can help people to find your website. Your company doesn’t get noticed by people who search for the term “logo” because it’s an all-encompassing term. In order to be found, it’s best to use keywords in the website’s logo file. For instance:
<img src="https://egemarketing.ca/images/ege-marketing-seo-expert.png" alt="Ege Marketing SEO Expert, Toronto, ON">
3. Link and Title Attribute
For logo optimization to work, the logo and homepage should have a link to each other. Ensure this link is the canonical link of the homepage. You can go a step further with your optimization by adding a Title attribute in the link. This Title attribute may be added to the IMG tag of a logo, but it can be added to the link if the ALT text is already done.
It’s a relatively good idea to have the Title text be the same as or close to the ALT text. For instance,
<a href="https://egemarketing.ca/" title="Ege Marketing SEO Expert, Toronto"> <img src="https://egemarketing.ca/images/ege-marketing-seo-expert.png" alt="Ege Marketing SEO Expert, Toronto, ON"></a>
4. A Look At Schema.org Markup
It wasn’t all that long ago when Google launched schema.org markup for logos. This is a semantic markup, which assists search engines to identify which image of a website is the official logo. For instance,
<div itemscope itemtype="http://schema.org/ProfessionalService"> <a itemprop="url" href="https://egemarketing.ca/" title="Ege Marketing SEO Expert, Toronto"> <img itemprop="logo" src="https://egemarketing.ca/images/ege-marketing-seo-expert.png" alt="Ege Marketing SEO Expert, Toronto, ON" /></a> </div>
By using Schema.org, you can customize your item type value – this is important because the protocol offers an array of types of local business categories and organizations. With the Schema.org logo markup, it boosts the possibility of Google displaying your logo in the Knowledge Graph box when the search engine shows your business name or brand in the search results page.
This is beneficial to your website’s search rankings. Since having your organization logo show up on the right side of the organic search results simultaneously will possibly boost overall click-through rate (CTR). With an increase in CTR, it can lead to even better ranking benefits in the long term.
What Does It All Mean?
Logo optimization seems fairly simple, and it may lack the excitement one would want to experience with search marketing promotions. However, when logo optimization is done right, it can prove advantageous to your company – spiraling you ahead of your competitors. It’s an SEO tactic you certainly don’t need to overlook if you want to come out ahead and rank high in local search results.