Dynamically Swap Images with URL Parameters
In the world of search engine marketing, we all know that relevance is KEY. Similar to the famous saying, “location, location, location”, which is key when search for the perfect piece of real estate. Well, for search engine marketing someone might as well dub the saying:
“Relevance, Relevance, Relevance.”
I say this because relevance is key when pairing users’ search queries with the most relevant content; whether that’s through ad copy, landing pages, etc.
We, as navigators of the world wide web, are drawn and enticed to navigate through links that display the most relevance to our search queries. And, unfortunately, one hint of irrelevance can cause complete dissatisfaction, to the point that we completely abandon that current source of information and search for another.
For example, John Doe searches for “snake removal” and is driven to a webpage with the below image as the headline image:
Now, I may be wrong, but that looks nothing like, nor has anything to do with snake removal.
Am I right, or am I right?
This is one of those moments where John Doe is dissatisfied, enough, to the point where he abandons the current source of information and searches for an alternative.
Now, let’s say John Doe searches for “snake removal” and the below image is displayed:
Other than slightly jumping out of your seat, this image of a snake, as the main photo, is wayyy more relevant than that of a gold fish; especially when John Doe searched for snake removal. This image will act as a “green light” for John Doe to continue reading the content, with the idea that the content will be relevant to the image, which is relevant to his search query.
Now, I’m sure you all are thinking:
“What if I have one landing page, with 1 primary image, that covers a multitude of relevant issues, such as wildlife control? How can I have relevant images show for relevant searches?”
Well, have no fear, Dynamically Swapping Images with URL Parameters is here!
With a little bit of coding, the ability to dynamically swap webpage images is possible. This will improve relevance between the user’s initial search query and the landing page they were directed to.
I am not a web developer, so I am not going to go in-depth about how to code this. I just want all of my digital marketers out there to know that this is a possibility! Just remember:
Relevance, Relevance, Relevance!!
For other great website tips, be sure to download our free Website Refresh Workbook!