Search results are no longer just text. Users perceive images and video thumbnails before reading the titles on the search results page. In fact, clicks for many search queries occur in the visual area at the top. The problem is that most companies and brands still cling to the belief that "content creation leads to visibility." Images and videos aren't automatically displayed. They only appear in the visual area of search results when specific criteria are met.

The basic principles of how search engines display images and videos

The goal of search engines is simple: to provide the fastest and most accurate understanding of a user's query. Images and videos are more intuitive than text, so they are often prioritized over text in certain situations. However, what matters here is not "visually appealing design," but clarity of meaning. Search engines evaluate images and videos not as decorative elements of content, but as units of information that support answers.

Key conditions for images to be exposed in search results

For an image to appear in search results, several basic conditions must be met.

First, the image must be directly related to the page's core theme. Simple background or decorative images are not eligible for display.

Second, the filename and alt text should specifically describe the image's content. Meaningless filenames or a long list of keywords are actually detrimental.

Third, the image must contain information that can be independently understood. In other words, the question is, "Can I understand what this image is about just by looking at it?"

Fourth, images should be logically placed within the page. Ideally, they should be placed directly below the title or clearly linked to a related paragraph.

Conditions for videos to be displayed in search results

Videos are subject to more stringent criteria than images. Search engines view videos as heavy resources, so they are only displayed when they offer clear value.

First, the video must directly explain or summarize the page's topic. Simple promotional videos are disadvantageous for search engine visibility.

Second, videos must require metadata. Structured information such as a title, description, thumbnail, playback time, and upload time must be provided.

Third, the context of the video content must be explained in text. If the video exists alone, search engines have difficulty understanding the content.

Fourth, the more signals (time spent, refresh rate) that users are actually consuming the video, the higher the likelihood of exposure.

Structured data plays a crucial role

Structured data is the most frequently overlooked element in image and video exposure. Search engines rely on structured data to quickly determine what this image means and what question this video answers. Schemas like ImageObject, VideoObject, FAQ, and HowTo aren't just SEO features; they're signals that elevate visual content in search results. Images without structured data are perceived by search engines as a "risk" that needs to be interpreted.

The Relationship Between Search Intent and Visual Content

Not all search terms display images or videos. The key is search intent.

• Videos are advantageous for search terms asking about methods, processes, and usage.
• Search terms asking for comparisons, results, and examples have strong images.
• For definition- or concept-based searches, text takes precedence. This means visual content is only displayed when it aligns with the search intent. Ignoring this requirement and adding a lot of images doesn't increase exposure.

Common mistakes made on corporate websites and online shopping malls

Here are some reasons why images and videos from many websites are not displayed in search engines:

• If the image has no alt text or is meaningless.
• If the video is used only as a background element
• If there are too many images randomly placed on one page.
• If there is a mismatch between the thumbnail and the actual content topic, search engines will not be able to determine which visual to use as representative information in this structure.

A strategic approach to image and video exposure

Promoting images and videos in search results requires a strategy from the production stage. When planning content, first determine "what representative image or video should search engines cite on this page?" Then, design text, captions, and structured data around that visual. Visuals aren't just a product; they're part of the information architecture.

Insight Summary: Visuals Are Not "Decoration," They're "Answers."

The conditions under which images and videos appear in search results aren't technical tricks. Search engines always ask the same question: "Does this visual answer the user's question?" When this question can be clearly answered, images and videos rise to the forefront of search results. Ultimately, what matters isn't the number of visuals, but visuals with clear meaning.