When you hear “content,” you probably think of text or anything written, such as website copy, a blog article, or a status update on social media. You are right, of course, but content can also go beyond written words.

With the variety of tools and digital platforms available, you can create engaging and visually appealing multimedia assets that can take your website to the next level. Think videos, images, and infographics—all of which you can post or combine with other types of content to engage your audience and bolster your digital marketing efforts.

Here are the reasons multimedia content can be such powerful assets in your search engine optimization (SEO) strategy:

Visuals encourage users to stay

When visitors land on your site, it only takes them a moment to decide whether to stay or leave. Providing them with the right visual elements can make all the difference.

Studies show that humans can process visual stimuli—especially familiar ones—within milliseconds. Much of the brain’s cortex is also dedicated to processing visual information. These prove that human beings are visual creatures, and the right visual cues can be powerful tools for grabbing and keeping your target audience’s attention.

A well-chosen image or video can communicate your business’s values or your offerings’ features and unique selling points. Office tours or behind-the-scenes looks at your business can keep users curious or engaged. Visuals can entice users to stay on your site or visit your other pages, leading to higher engagement rates.

Visual elements improve your SEO

Incorporating multimedia assets isn’t just about pleasing visitors; it’s also key to improving your visibility on search engines. Visual elements like images and videos enhance your SEO efforts in multiple ways, such as:

• Alt text. The alt text is added to an image, offering a brief description when users hover their mouse over it. It can carry your target keywords and provide search engines context about the image and the rest of your page.

• Captions. Often, captions provide more context and added information not present in the image or video. It can also be used to incorporate keywords and help with SEO.

• Backlinks. You may attach backlinks to your multimedia assets, providing sources or directing users to other pages on your site. Sharing your assets, like on social media, also creates more backlinks and improves your website’s authority.

Multimedia assets help lower your site’s bounce rates by enticing visitors to stay longer. Bounce rates refer to the percentage of visitors who leave your site without performing other actions, such as clicking on other pages or links. As any reliable SEO guide will tell you, a high bounce rate tells search engines your site is not engaging visitors or providing relevant information, leading to lower search rankings.

Multimedia assets help build trust

Visual elements do more than pique interest; they also help establish credibility. Imagine two websites selling the same electrical device. One only has text descriptions, while the other has images and videos explaining the device’s features, how to use it, and customer reviews. Which one would you trust more?

Images and videos also help humanize your brand. Many users hesitate to trust brands they find online, but showing the faces and people behind your business can make it more relatable and trustworthy. Adding multimedia assets of real employees, customers, or events can help win over potential customers and build a loyal following.

Visual content drives conversions

Ultimately, your digital marketing efforts should lead to increased conversions and revenue. The right visual content can help you achieve that by making the buying process more compelling for your target customers. Here’s how:

• Product photos. Detailed images that show your products from different angles can make potential customers feel more confident about purchasing.

• Explainer videos. Videos demonstrating the product’s features and usage can reassure customers who are hesitant because of unfamiliarity or complexity.

• User-generated content. Photos and video testimonials from past customers prove that real people use and enjoy your offerings, making them powerful motivators for anyone considering purchasing.

Multimedia assets are also helpful beyond e-commerce. For example, restaurants can post mouth-watering visuals of their menu, and home service companies can demonstrate their expertise through videos. The possibilities are endless!

Socials and media promotions drive traffic

Visuals can do incredibly well on social media. Adding them to your posts can increase your likes and shares, increasing engagement and traffic to your site. This is especially true with media promotions, where you use social networks to showcase your products, services, and brand messages.

Getting your content shared on social media broadens your reach and exposes your business to more potential customers who might not have found you otherwise. Social platforms are inherently visual, so make the most of them by creating shareable assets that capture attention and inspire engagement.

Tips for implementing multimedia assets

You can incorporate multimedia assets into your website and digital marketing strategy in multiple ways. Here’s a short SEO guide to get you started:

Optimize images for web

Ensure your images load quickly by compressing files without sacrificing quality. Large, unoptimized images can slow down your site, disrupting user experience and negatively impacting your SEO.

Use high-quality images

Your visuals should be of excellent quality and aligned with your brand and content. You can use stock images, but consider investing in professional photography if you have the budget. Custom photos make your business look more authentic and distinct from competitors.

Add transcripts for videos

Video transcripts make your content accessible to people with disabilities and those who want to watch on mute. They also allow you to use your target keywords and provide more context to search engines, boosting your SEO.

Hire an SEO company

If you’re unsure where to begin with adding multimedia content to your digital marketing efforts, consider working with an SEO agency. With their expertise, you can be sure your visuals are correctly tagged and optimized for maximum SEO impact.

For small and medium business owners, multimedia assets are no longer optional; they are essential for standing out from the competition. They can enhance engagement and boost your SEO efforts, making your website more visible to the right audience and helping increase your conversion rates.

If you need help figuring out where to start, consider contacting an SEO agency. Many small and medium business owners hire an SEO company for expert guidance and assistance in optimizing their websites and strengthening their online presence. Consider taking that same step to elevate your digital marketing efforts and see the difference it can make for your business.