W.T.F is S.E.O

What Is SEO and How Video & Photography Can Boost Your Business

In today’s digital world, having a website isn’t enough. To attract customers, your business needs to be visible online and that’s where SEO (Search Engine Optimisation) comes in.

But SEO isn’t just about written content and keywords. High-quality video and photography are now powerful tools that help websites rank higher in search results, engage audiences, and convert clicks into customers.

Here’s a breakdown of what SEO is, why it matters, and how creative visuals can take your online presence to the next level.

What Is SEO?

SEO (Search Engine Optimisation) is the process of improving your website so it appears higher on search engines like Google when people search for products or services you offer.

For example, if you run a dog training business in Edinburgh, you’d want to appear on page one when someone searches “dog trainer Edinburgh.”

SEO involves several elements:

• Keywords → The words people search for (e.g., “Scottish whisky tours” or “Highland photography”).

• On-page SEO → Optimising website content, titles, and images.

• Off-page SEO → Building backlinks from other trusted websites.

• Technical SEO → Ensuring your site loads fast, is mobile-friendly, and easy for Google to crawl.

• Content marketing → Blogs, guides, and visuals that attract and engage visitors.

The goal is simple: attract more of the right customers to your business through organic (non-paid) search.

Why Video and Photography Matter for SEO

Search engines love content that engages users—and nothing grabs attention like visuals. Here’s how they help your SEO strategy:

1. Boosts Engagement Metrics

Videos and photos keep people on your website longer. Google sees this as a sign that your site is valuable, which can improve rankings.

2. Improves Click-Through Rates (CTR)

Thumbnails, video snippets, and images in search results attract more clicks than plain text.

3. Increases Shareability

High-quality visuals are more likely to be shared on social media, earning backlinks (a key SEO factor).

4. Optimises for Visual Search

Google Images and video search are becoming powerful traffic sources. By adding alt text, captions, and video descriptions, your visuals can rank too.

5. Strengthens Brand Identity

Professional visuals make your brand look credible, memorable, and distinctive improving trust and conversions.

Examples of Video and Photography in SEO

Tourism: Loch Ness Tours

A tour company that produces short drone videos of Loch Ness not only inspires travellers on Instagram and YouTube but also embeds those videos on their website. Optimised with titles like “Loch Ness Boat Tour  Scotland Travel Guide”, these videos rank in Google searches, bringing in new customers.

Retail: House of Bruar

Known for luxury Scottish clothing and food, House of Bruar uses professional product photography across its website. Optimised images with descriptive filenames (e.g., “Scottish-cashmere-jumper.jpg”) help their products appear in Google Image Search, driving more e-commerce sales.

Distilleries: Ardbeg Whisky

Whisky brands like Ardbeg use cinematic video storytelling on YouTube and their websites. By targeting keywords like “Islay whisky tour” in video titles and descriptions, they capture search traffic from tourists planning their trips.

Architecture: Design Firms

An architecture firm showcasing before-and-after photography of projects can dominate local SEO searches. Optimised visuals paired with blog content like “Sustainable Architecture in Glasgow” help them reach both local and global clients.

How to Optimise Video and Photography for SEO

1. Use Descriptive File Names

Rename files (e.g., “edinburgh-castle-drone-video.mp4”) instead of generic names like “video123.mp4.”

2. Add Alt Text and Captions

Search engines can’t “see” images—alt text describes visuals for both accessibility and SEO.

3. Host Videos on YouTube

YouTube is the second-largest search engine. Post videos there and embed them on your website.

4. Compress for Speed

Large image and video files slow down websites, which hurts SEO. Always optimise for web use.

5. Target Keywords in Titles and Descriptions

Whether it’s a video or an image, add relevant keywords so it shows up in search.

6. Create Supporting Blog Content

Pair visuals with articles, guides, or case studies to maximise SEO impact.

Final Thoughts

SEO is the engine that drives online visibility, but it’s no longer just about text and keywords. By integrating professional video and photography into your strategy, you not only improve your search rankings but also create engaging experiences that attract, inspire, and convert customers.

Just like House of Bruar, Campbell’s of Beauly, or Ardbeg, your business can use Scotland’s landscapes, craftsmanship, and culture as visual storytelling tools to power both SEO and brand growth.

In today’s crowded digital world, the businesses that invest in SEO-friendly visuals are the ones that stand out.

FAQ: SEO, Video & Photography

1. What does SEO stand for?

Search Engine Optimisation improving your website’s visibility on Google and other search engines.

2. How does video help SEO?

Videos keep people engaged, increase time on page, and can rank in YouTube and Google searches.

3. Do images really affect SEO?

Yes. Optimised images with keywords in filenames and alt text can appear in Google Image Search and drive traffic.

4. Which is better for SEO—photos or videos?

Both are powerful. Photos help e-commerce and local SEO, while videos build brand storytelling and long-term visibility.

5. How do I start using visuals for SEO?

Invest in professional photography or videography, optimise file names and metadata, and integrate them into blogs, landing pages, and social media.

Iain

East Coast Films