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Does image URL affect SEO?

7 minutes of reading
Does image URL affect SEO?
Category SEO

When it comes to creating an effective SEO optimization strategy, there is one element that can often be overlooked: image URLs. In this blog post, we’ll discuss what an image address is, why it’s important for positioning, and how to use it effectively for optimization. By understanding image URLs and how to use them for SEO, you’ll be able to maximize the potential of your efforts.


Friendly URL address

It is simply the name of a website – its address. It indicates the location of the website on the Internet. It is used to get to the particular website on the web. Usually a URL address contains these elements: protocol (usually http, https), sub-domain (WWW), main name, extension (depending on the domain). In the case of an extensive site, we can also find the subpage address, which makes it easier to find.

So what makes URL addresses friendly? The main point is that it is easy to save and remember by users, but also easily indexable by web crawlers. It is thanks to it that you are able to send someone a link, because it is the URL that is used to address the content. Without an address, there is no user platform.

The URL as a ranking factor for Google

The URL is an important factor when it comes to SEO optimization strategies, and you should take the time to craft them carefully. Properly constructed URLs will help your pages rank higher in SERPs and increase visibility and traffic to your website. It is important to note that having too many words in a URL can actually hurt your rankings. URLs that are too long are more likely to be considered spammy by Google, so it is best to keep them concise and easy to read.

Address typology

When creating an address, it is worth knowing what formats and types exist to choose the right one to create your own website:

  • absolute address (having all the above-mentioned elements as a whole);
  • relative address (without protocol and domain);
  • http (address not secured with a certificate);
  • https (address with an SSL security certificate);
  • www;
  • non-www;
  • front loaded (address where keywords are added at the beginning of the URL);
  • static address;
  • dynamic address.

The role of the image in SEO optimization process

Images are a powerful asset in optimization, but often overlooked or given little thought. While text is the main element of positioning, images can help to make content more engaging and make it easier for search engines to understand what a page is about. Using an image URL allows you to optimize images for your strategy, making them easier to find and increasing their potential to contribute to your overall efforts.

Image URL – does it matter?

Image URL stands for Uniform Resource Locator and is the address of an online image. It is a string of characters that allow a web browser to locate the image. An image URL consists of four main components. The protocol tells the browser which communication protocol should be used to access the image; server name is the domain name of the website hosting the image; file path shows the location of the image within the website’s structure; and file type identifies the type of file (i.e. .jpg, .png).

The image address is one of the most important elements when planning an on-site optimization strategy. It affects how our visual materials are indexed by search engine robots, and is also taken into account when positioning on the ranking list. The right structure of the link makes it easier to search for it, which easily translates into an increase in organic traffic on the website or an increase in conversion.

Type. Static or dynamic?

A static image URL is a URL that is not changed. When the same image is referenced on multiple pages, the same address will always be used. This helps search engines index the images better and faster, as they only need to index one URL instead of multiple URLs. It is easier to link back to the original source, as they don’t need to be updated when linking to other pages or websites.

Dynamic image URLs, on the other hand, are constantly changing. Every time a new page is created or an existing page is updated, a new URL is generated for the image. This helps ensure that the latest version of the image is always served to users, regardless of when the page was last updated. While dynamic image addresses provide more flexibility in terms of content updates, they also make it harder for search engines to index images effectively, as each URL needs to be indexed separately.

In terms of SEO optimization, both static and dynamic image URLs can be used to your advantage. For example, if you’re optimizing for local searches, you could use dynamic image URLs to serve localized images for specific locations. You could also use static image URLs to link back to the original source and keep your content up-to-date.

How to optimize the image URL?

Here are some tips on how to create a friendly URL that meets the goals of search engine optimization:


Placing keywords is a common SEO practice to help search engine robots filter the image. Properly selected, natural words will favor positioning. However, remember not to overdo it. Keyword stuffing can be considered a Black Hat SEO technique by the search engine and penalize the website.


Using descriptive URLs for images can help improve your search engine rankings, as it allows search engines to understand what an image is about. This makes the image more relevant to the recipient’s search intent and ranks higher in the results list.

Alternative description

Tag ALT stands for alternative text, which is the text associated with an image in an HTML code. It provides a brief description of the image and is read aloud by screen readers, making it easier for visually impaired users to understand the content of the image. It helps search engines better understand the content of the images on a website, improving its visibility in search engine rankings.


Hyphens (“-“) and slashes (“/”) are used to separate words in the address. Under no circumstances do not reach for the space – here again the search engine will enter its own, incomprehensible code. So remember about the proper organization of subsequent subpages so that they are understandable.

Tips on what to avoid

  • Do not use capital letters, contrary to appearances, they are harder to read and thus remember.
  • Don’t forget to adapt the address to the mobile device and take advantage of the responsive website.
  • Do not use diacritical marks. Pages that use them are more difficult to position, and additionally search engines often do not recognize them.
  • Do not use spaces, as it is not rewritten when you go to the page, which results in a name change containing the code “%20”. The address then becomes incomprehensible.
  • Take care of your safety. In this context, it is safer to use the HTTPS protocol that includes the SSL standard to protect private data.
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When it comes to SEO optimization, image URL plays a crucial role. It helps search engines understand the content of your page and helps you to rank higher in the SERPs. It should be descriptive, relevant to the page’s content, and keyword-rich. By optimizing your image URL, you can maximize your chances of appearing on the first page of the search engine results. So take care of every detail of your website.

Aleksandra Pietrzak
Curator at the National Museum in Poznań, graduate of Art History at the Jagiellonian University and Contemporary Art at the Pedagogical University of Krakow, curator of exhibitions and author of scientific and popular texts. A lover of contemporary art, literature and travel.
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