Hi {{given_name}},

Ever upload a beautiful product photo or portfolio image to your website, only to realize later it's named something like "IMG_8034.jpg" or "DSC_0042.png"?

You're essentially hiding your best visual content from Google. Every image with a generic file name is a missed opportunity to show up in the one billion daily Google Images searches that could be sending traffic straight to your site.

💡 This week's 80/20 rule - Before uploading any image to your website, rename it from the camera default to a short, descriptive, keyword-rich file name using hyphens (e.g., "blue-suede-running-shoes.jpg" instead of "IMG00023.JPG").

🧠 Think of a descriptive file name like a name tag at a networking event. When your image walks into Google's party labeled "IMG_8034," it's invisible. But when it arrives as "handmade-leather-wallet-brown," Google knows exactly who to introduce it to.

Google's documentation explicitly states that file names provide "contextual clues about image subject matter," using the example that "my-new-black-kitten.jpg" gives substantially more useful information than "IMG00023.JPG." This works because of how search engines process information hierarchically. File names are the first textual signal Google encounters before analyzing the actual pixels.

It's like labeling boxes before a move. Sure, the movers could open every box to figure out where it goes, but clear labels mean your kitchen supplies end up in the kitchen, not the garage. Descriptive file names tell Google exactly where your images belong in search results.

👟 Foot Locker – This major footwear store based in Australia discovered that the vast majority of their product images weren't being indexed by Google despite having tens of thousands of shoe products. They implemented comprehensive image optimization including descriptive file naming conventions, proper alt text, and structured data markup across their product category pages. Within just one week of making these changes, Google's indexation of their product images increased by 228%, opening up visibility across thousands of footwear-related image searches.

Name portfolio images by service type and context

Before uploading any project photo, rename it to include your service category and a key detail. A wedding photographer should use "outdoor-ceremony-bride-groom-sunset.jpg" instead of "wedding-photo-1.jpg." This helps Google understand your specific expertise areas.

Create a simple naming formula for your work

Pick a structure like "service-type-client-industry-key-detail.jpg" and stick to it. A web designer might use "website-redesign-restaurant-homepage.jpg" or "logo-design-tech-startup-blue.jpg." Consistency makes this a 10 second habit instead of a decision every time.

Add location to images when relevant

If you serve specific areas, include the city or region in your file names. Use "corporate-headshots-vancouver-office.jpg" or "interior-design-seattle-kitchen-remodel.jpg" to show up in local image searches.

Name case study images with outcomes

When documenting client results, make the file name tell the story. Use "client-workshop-team-collaboration.jpg" or "before-after-office-renovation.jpg" instead of generic project numbers.

Build a product naming template

Create a standard format like "product-type-brand-color-feature.jpg" for your team to follow. A shoe store would use "running-shoe-nike-blue-lightweight.jpg" instead of "product-12345.jpg." Train anyone uploading images to use this format.

Give each product angle its own name

Different views need different file names. For a leather bag, use "brown-leather-tote-front-view.jpg," "brown-leather-tote-interior-pockets.jpg," and "brown-leather-tote-shoulder-strap-detail.jpg." Each image can now rank for different search terms.

Include searchable attributes customers care about

Think about what people actually type when searching. Add color, material, size, or style to your file names. Use "vintage-denim-jacket-womens-medium.jpg" not just "jacket.jpg."

Start with new uploads, then work backward

Apply this rule to every new image going forward. For existing products, prioritize your best sellers and highest traffic pages first. Rename those images and add proper alt text before tackling your entire catalog.

1️⃣ The rule change: Before uploading any image to your website, rename it from the camera default to a short, descriptive, keyword-rich file name using hyphens.

2️⃣ Why it works: File names are the first textual signal Google encounters before analyzing the actual pixels. Descriptive names help Google match your images to relevant searches and get them indexed.

3️⃣ The result: A 10-second habit that opens up a brand new, high-value traffic stream through Google Images, where visitors can convert at higher rates than traditional search.

🔎 For this week's website review, let's look at Wizard Pi. Wizard Pi is a London-based illustration and design agency offering flat-rate subscription services for custom illustration work.

💡 The Good:

Memorable branding and thematic consistency

The "Magical" and "Wizard" theme isn't just a gimmick in the name; it’s woven throughout the copy and visual identity. In a sea of generic, minimalist "corporate" agencies, their distinct personality makes them highly memorable to a prospect who is likely opening five different agency tabs at once.

Aggressive Local SEO strategy

The site utilizes dedicated landing pages for specific service areas (Birmingham, Worcester, etc.). By tailoring content to local search intent, they effectively capture "near me" traffic, positioning themselves as the go-to regional experts rather than a faceless national firm.

Low-friction "Pay Monthly" options

By offering flexible website packages, they solve the biggest pain point for SMEs: high upfront capital expenditure. This pricing model demonstrates an understanding of their target audience's cash flow needs and lowers the barrier to entry for a professional digital presence.

🔧 Suggestions:

Quantify the "Magic" in Case Studies

The current portfolio displays high-quality visual work, but could include the data-driven "why." Transforming portfolio items into deep-dive case studies highlighting specific stats like "40% increase in leads" or "50% reduction in bounce rate" would move the conversation into a long-term partnership in driving growth.

Streamline the navigation for mobile users

The site is visually rich, which is great for desktop, but the mobile experience can feel slightly cluttered due to the density of the illustrative elements. Simplifying the mobile menu and ensuring that "Call to Action" buttons (like "Get a Quote") remain sticky or highly prominent would likely improve mobile conversion rates.

See you next time for another simple, high-impact strategy!

The LOGO.com Editorial Team