56: How to Create Filenames for Long-term SEO

Summary

In this podcast episode, Meredith's husband discusses the current buzz around file names in SEO and explains how to properly name image files for long-term success. He highlights the risks of keyword stuffing in file names and warns that Google will eventually penalize sites that misuse this technique. Website owners are advised to use relevant and simple file names that include their brand name and key descriptors, focusing on a balanced approach rather than short-term gains.

Blog Post: How to Name Image Files for Long-Term SEO Success

In the ever-changing world of SEO, trends come and go, and the latest buzz surrounds image file names. If you’ve been hearing advice about stuffing your image file names with keywords, you’re not alone—this tip has gained popularity. However, as Meredith's husband points out in a recent podcast, over-optimizing file names is a short-term strategy that can eventually backfire. In this blog, we’ll explore how to name your image files properly for SEO and why keyword stuffing is a bad idea.

Why Image File Names Matter for SEO

Image file names are one of the many signals that Google uses to understand the content of a webpage. A well-named file can help search engines determine what an image is about, which in turn helps your overall SEO. However, the impact of file names on rankings is often overestimated, especially when advice spreads in mainstream media or through SEO tools promising quick fixes. While it’s true that file names matter, stuffing them with keywords will soon cause more harm than good.

The SEO Trend Cycle

SEO strategies tend to follow a pattern:

1. New Tactic Emerges: Google introduces or highlights a new SEO opportunity, such as optimizing file names.

2. Initial Success: Early adopters see results by following this advice.

3. Overuse and Abuse: As the tactic gains popularity, it becomes overused and even abused by marketers trying to game the system.

4. Google’s Response: Google adjusts its algorithm or issues guidance advising against the misuse of the tactic.

5. Penalties: In extreme cases, Google may penalize websites that continue to abuse the tactic.

We are currently in the overuse phase with image file names. Some businesses are cramming as many keywords as possible into their image file names, hoping for a ranking boost. While this might work for now, it’s not a sustainable strategy. In a year or two, Google will likely devalue or even penalize websites that over-optimize their file names.

How to Properly Name Image Files for SEO

To avoid future penalties and ensure long-term SEO success, Meredith's husband recommends following these best practices when naming your image files:

• Include Your Brand Name: Start your file name with your brand name. This not only helps with branding but also makes it clear who the image belongs to if it’s shared or saved elsewhere.

• Be Descriptive, But Not Overloaded: Instead of cramming multiple keywords, keep your file name descriptive yet concise. For example, if you’re a photographer, use a format like "Zinner-Photography-Children-06.jpg" for the sixth image in a children's photography gallery.

• Avoid Keyword Stuffing: Don’t include excessive keywords like “children’s photographer, family photographer, kids in the park” in your file name. This looks spammy and can eventually harm your rankings.

• Use Hyphens, Not Underscores: Google treats hyphens as spaces, making it easier to understand the words in your file name. Avoid using underscores, as they are read as characters rather than spaces.

What Not to Do

Here’s a quick checklist of practices to avoid when naming your image files:

• Don’t use long, keyword-stuffed file names like “best-family-photographer-in-Brooklyn.jpg.”

• Don’t change the names of existing images just for SEO purposes. It’s better to use good naming practices for new images rather than retroactively changing old ones.

• Avoid using underscores between words, as this can confuse search engines.

Resources

If you’re looking for a structured guide to the entire SEO process, Meredith's husband offers an "SEO Roadmap" on his website that can help you plan your SEO efforts effectively.

Final Thoughts

Naming your image files correctly is an essential but often misunderstood part of SEO. Instead of chasing short-term ranking boosts through keyword stuffing, focus on clear, descriptive file names that serve both users and search engines. By following the tips above, you can set your website up for long-term SEO success and avoid future penalties as Google continues to refine its algorithms.