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The Image Optimization Myth: What Google Actually Cares About (And What’s Just SEO Theater)

Jetmal Singh
The Image Optimization Myth What Google Actually Cares About (And What’s Just SEO Theater)

Your PageSpeed Insights report is blood red. “Serve images in next-gen formats!” it screams. So you spend a weekend converting everything to WebP. You run the test again. Still red. The images are 30% smaller but Google doesn’t care.

Here’s why: Google’s PageSpeed tool isn’t actually measuring your image optimization. It’s measuring whether you’re using their preferred format. Your perfectly optimized JPEG that loads in 200ms gets flagged while a bloated WebP at wrong dimensions gets a pass.

The WebP Religion and Why It’s Misguided

Google created WebP in 2010. Of course they want you to use it. PageSpeed Insights basically works like this:

if (image.format !== 'webp') {
    throw red_warning();
}

It doesn’t check if your images actually slow down the page. A 50KB JPEG loading instantly? Red flag. A 45KB WebP causing layout shift? No problem.

The real numbers tell a different story: • WebP: 25-35% smaller than JPEG for photos • AVIF: 50% smaller than JPEG with better quality • JPEG XL: 60% smaller, but nobody supports it

AVIF beats WebP at everything. Better compression, better quality, no licensing issues. Netflix uses AVIF. Apple supports it. Chrome supports it since version 85. But Google’s own tools barely acknowledge it exists.

Why? Because Google invested heavily in WebP. They built it into Android, Chrome, and all their services. Admitting AVIF is superior would be awkward.

Browser Support Reality Check

People panic about browser support. “But what about Internet Explorer!” Nobody uses IE. Here’s actual 2024 browser support:

WebP Support: • Chrome: Yes (since 2014) • Safari: Yes (since 2020) • Firefox: Yes (since 2019) • Edge: Yes • Coverage: 97% of users

AVIF Support: • Chrome: Yes (since 2020) • Safari: Yes (since 2023) • Firefox: Yes (since 2021) • Edge: Yes • Coverage: 91% of users

That missing 9% for AVIF? They get the fallback JPEG. Problem solved:

<picture>
  <source srcset="image.avif" type="image/avif">
  <source srcset="image.webp" type="image/webp">
  <img src="image.jpg" alt="Description">
</picture>

The CDN Paranoia That Needs to Die

“Google won’t rank images hosted on CDNs!” Wrong. Dead wrong.

Amazon hosts product images on CloudFront. They dominate e-commerce search. Every major news site uses CDNs for images. They’re doing fine.

Google cares about: • Can Googlebot access the image? (yes, CDNs are public) • Does it load fast? (yes, CDNs are faster than your server) • Is it relevant to the content? (hosting location doesn’t change this)

The confusion comes from a different issue: some people block CDN subdomains in robots.txt or use authentication-required CDNs. That’s not a CDN problem, that’s a configuration problem.

Real examples of sites ranking with CDN images:

Your images on cdn.yoursite.com or d2mxuefqeaa7sj.cloudfront.net rank exactly the same as images on yoursite.com/images/.

The Dimension Disaster

File size obsession blinds people to the real problem. You compressed your hero image from 500KB to 100KB. Great. But it’s still 5000px wide displaying at 400px on mobile. That’s not optimization, that’s insanity.

Here’s what actually happens:

  1. Browser downloads your 100KB image
  2. Decodes 5000×3000 pixels into memory (60MB uncompressed)
  3. Resizes it to fit 400px viewport
  4. Device struggles, layout shifts, CPU spikes

Meanwhile, a properly sized 400px image at 150KB would: • Load faster (less processing) • Use less memory • No CPU spike • Zero layout shift

Real Numbers from Real Sites

I tested a client’s e-commerce site:

Before (WebP everything, wrong dimensions): • Hero image: 85KB WebP, 1920×1080, displayed at 360×200 mobile • LCP: 4.2 seconds • CLS: 0.18

After (JPEG, correct dimensions): • Hero image: 95KB JPEG with srcset for each viewport • LCP: 1.8 seconds • CLS: 0.02

File got bigger. Performance doubled. PageSpeed Insights still complains about not using WebP. Client’s revenue went up 12%.

Platform-Specific Requirements That Actually Matter

Google Discover’s 1200px Obsession

Discover has strict image requirements: • Minimum width: 1200px • Aspect ratio: 16:9 preferred • Format: Doesn’t matter (JPEG, WebP, PNG all work)

Sites that switch from 800px to 1200px featured images see 3-5x more Discover traffic. Not because the images are “better optimized” but because they meet the arbitrary threshold.

<!-- This gets you into Discover -->
<meta property="og:image" content="https://site.com/image-1200x675.jpg">
<meta property="og:image:width" content="1200">
<meta property="og:image:height" content="675">

Product Images: The Square Reality

Google Shopping wants square images. Not prefers – demands.

Amazon figured this out years ago. Every product image is exactly square, on white, multiple angles. They’re not doing it for aesthetics.

Mobile-First Dimensions

Google uses mobile-first indexing. Your mobile images matter more than desktop. Yet most sites still optimize for desktop first.

Common mistake:

<!-- Wrong: Desktop-first thinking -->
<img src="hero-1920x800.jpg" alt="Hero">

What actually works:

<img srcset="hero-360w.jpg 360w,
             hero-720w.jpg 720w,
             hero-1080w.jpg 1080w,
             hero-1920w.jpg 1920w"
     sizes="(max-width: 640px) 100vw,
            (max-width: 1024px) 80vw,
            1200px"
     src="hero-720w.jpg"
     alt="Hero">

The Homepage Slider SEO Issues

Sliders are performance cancer. Every slider I’ve tested:

But the real killer? Google can’t properly crawl content in sliders. That text on slide 3? Google + Users may ignore. Those product images rotating through? Invisible to search.

What works instead:

Static hero with clear CTA:

<div class="hero">
  <picture>
    <source media="(max-width: 640px)" srcset="hero-mobile.webp">
    <source media="(min-width: 641px)" srcset="hero-desktop.webp">
    <img src="hero-desktop.jpg" alt="Description" loading="eager">
  </picture>
  <div class="hero-content">
    <h1>Actual Content Google Can Read</h1>
    <button>Clear CTA</button>
  </div>
</div>

Conversion rate usually goes up when you remove sliders. Always.

How Google Actually “Sees” Images Now

Forget everything you learned about alt text being crucial. Google’s image recognition has evolved past needing text descriptions.

The Google Lens Revolution

Upload a photo of a red Nike Air Jordan to Google Images. No text, no context.

Google knows: • It’s a shoe • Brand: Nike • Model: Air Jordan • Color: Red • Style: High-top basketball

It identifies this without any alt text, file names, or surrounding content. The visual recognition is reading the Nike swoosh, the Jordan logo, the distinctive design.

This changes everything. Your alt text “red shoe” isn’t helping. Google already knows it’s a red shoe. What Google needs is context about WHY this image is on your page.

Context Beats Optimization

Two identical images of a Toyota Camry:

The context around the image matters more than the image optimization. Google understands that Site A’s poorly optimized image is central to the article’s topic, while Site B’s perfectly optimized image is just decoration.

The Knowledge Graph Connection

Google connects images to entities in their Knowledge Graph: • A photo of the Eiffel Tower connects to the Paris entity • A product photo links to the product’s GTIN/brand/model • A person’s photo connects to their Knowledge Panel

This is why stock photos rank poorly. Google knows that generic businessman photo appears on 10,000 sites. It has no unique value. Your original product photos, even if technically worse, rank better because they’re unique to your entity.

The Practical Optimization Framework

Stop optimizing everything. Focus on what matters:

Critical Images (Optimize These)

Decorative Images (Stop Wasting Time)

Below-fold decoration: • Background patterns • Divider graphics • Footer logos • Testimonial avatars

These can be lazy-loaded, lower quality, whatever format. Nobody cares. Google doesn’t care.

The Format Decision Tree

Is it a photo with many colors?
  └─> Use JPEG or AVIF

Is it a logo/icon with few colors?
  └─> Use SVG if possible, PNG if not

Is it an animation?
  └─> Use video (MP4), not GIF

Does it need transparency?
  └─> Use PNG or WebP

Is file size critical?
  └─> Use AVIF with WebP fallback

Actual Code That Works

Stop using basic img tags. This is what actually performs:

<!-- Perfect responsive image setup -->
<picture>
  <!-- AVIF for modern browsers -->
  <source 
    type="image/avif"
    srcset="product-400w.avif 400w,
            product-800w.avif 800w,
            product-1200w.avif 1200w"
    sizes="(max-width: 640px) 100vw,
           (max-width: 1024px) 50vw,
           400px">
  
  <!-- WebP fallback -->
  <source 
    type="image/webp"
    srcset="product-400w.webp 400w,
            product-800w.webp 800w,
            product-1200w.webp 1200w"
    sizes="(max-width: 640px) 100vw,
           (max-width: 1024px) 50vw,
           400px">
  
  <!-- JPEG for ancient browsers -->
  <img 
    src="product-400w.jpg"
    srcset="product-400w.jpg 400w,
            product-800w.jpg 800w,
            product-1200w.jpg 1200w"
    sizes="(max-width: 640px) 100vw,
           (max-width: 1024px) 50vw,
           400px"
    alt="Actual descriptive text"
    loading="lazy"
    decoding="async"
    width="400"
    height="400">
</picture>

Modern Image SEO That Actually Works

Schema Markup (This Actually Helps)

Google uses structured data to understand images better than any optimization:

{
  "@type": "Product",
  "image": [
    "https://example.com/product-1x1.jpg",
    "https://example.com/product-4x3.jpg",
    "https://example.com/product-16x9.jpg"
  ],
  "name": "Product Name",
  "sku": "12345"
}

This tells Google exactly what the image represents. Worth more than perfect compression.

Image Sitemaps (Only for Specific Cases)

You need image sitemaps if: • Running an image-heavy e-commerce site • Photography portfolio • Recipe site with original photos • Real estate listings

You don’t need them for: • Blog featured images • Regular business sites • Service pages • About us photos

File Naming That Matters

Google parses file names, but not how you think:

But here’s the thing: if your content is good, google-95847.jpg will still rank. File names are signals, not requirements.

The Reality Check

After 15 years of image optimization obsession, here’s what actually moves the needle:

  1. Correct dimensions beat perfect compression
  2. AVIF is technically superior to WebP (use it)
  3. CDNs help rankings, not hurt them
  4. Google reads images without alt text now
  5. Context matters more than optimization
  6. Sliders should die

Your images failing Core Web Vitals isn’t about WebP. It’s about serving 2MB of images above the fold, wrong dimensions, no lazy loading, or causing layout shift.

Fix the real problems. Stop converting to WebP thinking it’ll magically fix everything. Google’s own image format preference is just that – a preference. Your users don’t care if images are WebP or JPEG. They care if the page loads fast and doesn’t jump around.

The obsession with image formats is SEO theater. The real performance gains come from proper sizing, lazy loading, and not loading 15 images that nobody will see. Focus on that.

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