In this episode of the 90-Day Website Mastery Podcast, Jonny Ross and Pascal Fintoni look into website image optimisation for SEO, exploring everything from file naming conventions to compression techniques.

The episode also features Purna Virji's backward design approach to content creation, a strategic framework that flips traditional content planning on its head by starting with desired business outcomes rather than keyword research.

Finally, Jonny and Pascal share two powerful productivity tools for content creators and provide actionable website improvements you can implement immediately.

If you manage a website, create content, or want to improve your site's performance and search rankings, this episode delivers essential insights and practical strategies.

❓ How Should I Optimise Website Images for Better SEO Performance?

• File Names: Use Pascal's formula "What is it + Who is it from" - replace generic names like "IMG_001.jpeg" with descriptive filenames like "linkedin-event-speaker-pascal-fintoni.jpg"
• Alt Tags: Add descriptive alternative text for screen readers and search engines - essential for Google Images rankings and accessibility
• Compression: Convert to WebP format (26% smaller than PNG) using tools like Squoosh or WordPress plugins to improve page load times

❓ What Is Backward Design for Content Creation and Why Does It Matter?

Instead of starting with keyword research, Purna Virji's backward design approach begins with your end goals:

3-Stage Framework:

1. Reflection: Define business outcomes, audience behaviour changes, and optimal content formats
2. Planning: Create a one-page content brief documenting target outcomes, audience questions, and platform preferences before writing
3. Measuring: Track the Four R's - Reach, Reactions, Response, Results

❓ What Tools Can Streamline Image and Video Content Creation?

Designify.com (Jonny's pick):

• AI-powered image editing and enhancement platform
• Quickly transforms ordinary photos into professional-quality images
• Offers batch editing capabilities for multiple images
• Free version available with premium upgrade options

Screencastify (Pascal's pick):

• Screen recording tool for creating video messages and tutorials
• Records screen, webcam, or combines both
• Perfect for personalised client communications and educational content
• Great alternative to Dropbox Capture (which is being discontinued)
• Enables creation of "whiteboard Friday" style content for websites

❓ What Immediate Website Changes Will Boost Performance and SEO?

Jonny's Call to Action - Image Compression:

• Audit all website images for file size optimisation
• Convert existing images to WebP format for faster loading
• Use compression tools or plugins to maintain quality whilst reducing file sizes
• Focus on homepage and key service page images that impact user experience

Pascal's Call to Action - Update Lead Magnets:

• Review and refresh all downloadable resources (eBooks, guides, toolkits)
• Research current terminology (consider "playbook" vs "eBook," "how-to guide" vs traditional formats)
• Optimise PDF file names using the "what is it + who is it from" formula
• Update landing page copy to reflect current brand messaging and language
• Re-promote updated resources to existing contacts and new audiences
• Ensure resources are optimised for AI summary inclusion and citations

❓ Key Messages for Website Managers

• Image optimisation remains crucial despite improved internet speeds and streaming capabilities
• Quality content planning starts with business outcomes, not keyword research
• Video content creation doesn't require expensive tools - simple screen recording can add significant value
• Regular audits of existing content and resources can yield immediate SEO and conversion improvements
• File naming conventions impact both SEO performance and professional presentation

🔑 Key Takeaways — What You’ll Learn (with timestamps)

01:46 - You Ask We Answer: Image SEO optimisation

04:47 – Google Images traffic and the importance of alt tags

05:38 – Pascal's formula for image file naming: "What is it + Who is it from"

06:35 - Website Stories: Backward design content strategy

08:42 – The three stages: Reflection, Planning, and Measuring

10:03 – Content briefs and thinking about desired outcomes first

14:17 - Website Engine Room: Designify and Screencastify apps

18:30 - Jonny's Call to Action: Compress and optimise website images

21:05 – Pascal's Call to action: Updating lead magnets and free downloads

26:04 – Final thoughts and episode wrap-up

🔎 SEO Keywords & Tags:

image SEO best practices, alt tags for accessibility, file naming for SEO, backward design website strategy, practical SEO tools, AI video app, compression tools for websites, fast website load times, digital marketing advice, user experience improvements, audience engagement strategies, evergreen lead magnets

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• Jonny Ross
• Pascal Fintoni

About the Hosts

Jonny Ross is a leading digital marketing consultant and SEO strategist with decades of experience helping businesses transform their online presence.

Pascal Fintoni is a digital skills trainer and video marketing expert, known for making complex tech topics accessible and actionable.