Image Optimisation - Digital Discovery Q&A (Oct 23, 2024)

Speakers: Katrina Puranik, Kay Ridge, Linda Morrison, Janeen Vosper

The webinar, hosted by Katrina Puranik, explored the technical aspects and benefits of image optimisation to improve website performance, SEO, and user engagement. Below is a summary of the key points discussed:

Main Points Covered:

1. Image Optimisation for SEO and Page Speed:
   
   • Lazy Loading: Displays a low-resolution placeholder until the main content is loaded, improving initial page load time and user experience.
   • Alt Tags & Title Tags: Essential for SEO, providing context to search engines. Keywords should appear at the start, followed by a description of the image.
   • File Types: Recommended using WebP format for better compression without quality loss. Tools like CloudConvert can convert images efficiently.
   • Plugins: Tools such as Jetpack and Imagify were highlighted for image compression and optimisation on WordPress platforms.
   • Impact on Conversion: Image optimisation can reduce load times by up to three seconds, improving user retention and Google rankings.
2. Case Studies and Real-World Applications:
   
   • Katrina shared an example where Logan Physio reduced ad spending and saw a 421% increase in conversions within 60 days through SEO and content optimisation.
   • Emphasised that SEO must align with a business’s broader marketing strategy, not just serve as a technical fix.
3. AI in Content Creation:
   
   • Discussed the use of AI tools for drafting content, with a focus on customising outputs to match brand voice.
   • Panellists agreed that AI should act as a starting point, with human intervention necessary for fine-tuning and personalisation.
4. Strategic Advice for Businesses:
   
   • Consistent Imagery vs. Unique Content: Speakers debated whether reusing the same images across multiple touchpoints is more effective than using varied images with unique keywords.
   • Importance of maintaining unique keywords across pages to prevent cannibalisation in Google rankings.
   • SEO and optimisation efforts need to align with the business’s overall brand and marketing strategy for sustainable growth.
5. Monetising Free Sessions & Sales Psychology:
   
   • Katrina discussed strategies for monetising sessions through tiered offerings and Eventbrite, focusing on reducing free events to gather more serious participants.
   • Janeen Vosper highlighted the importance of simplifying customer options to reduce decision paralysis and encourage conversions.

Takeaways and Recommendations:

• Image Optimisation can significantly impact SEO and conversion rates by speeding up load times.
• AI tools can assist in content creation but require human review to maintain authenticity and relevance.
• SEO is not a standalone solution; it must integrate with brand strategy, user experience, and sales processes.
• Businesses should focus on outcomes, such as revenue growth and customer satisfaction, rather than technical SEO metrics alone.

The session concluded with a reminder to use available tools and plugins to optimise images and content, aligning them with business objectives for better Google visibility and customer engagement. Katrina invited attendees to explore further support through the Digital Discovery Program workshops.