Origin and rights
Identify creator, licence, permissions and restrictions. Finding an image in search does not grant reuse rights.
Record to retain · Source, licence and credit
GUIDE / IMAGES
Publish useful, accessible editorial images
An image may provide evidence, atmosphere or explanation. Its role determines placement, alternative text and usage rights.
01 / GUIDE / IMAGES
Define the role of each visual
Before adding a photograph, state what it helps readers understand. A decorative image needs different treatment from a document, portrait or diagram. Caption, credit, context and text alternative should serve that role.
Guides02 / GUIDE / IMAGES
Five checks before publishing
The file, context and use should remain consistent on the page and in search results.
Editorial meaning
Place the image beside relevant content; a caption can clarify place, date, subject and limits without inventing facts.
Record to retain · Caption and contextAccessibility
Write alternative text for the information conveyed. Use empty alt text for purely decorative images.
Record to retain · Alt and purposeTechnical delivery
Use suitable format, explicit dimensions and controlled file size. Keep the principal image discoverable in an img element.
Record to retain · Format, weight and dimensionsVariants and identity
Prepare different crops for hero and cards when needed. Descriptive filenames and rights metadata aid asset management.
Record to retain · Variant inventory03 / GUIDE / IMAGES
Four publishing steps
An image record connects editorial choice, provenance, display and maintenance.
- 01
Select
Check usefulness, origin and rights before choosing the image.
- 02
Prepare
Export needed dimensions, check file weight and keep the master separately.
- 03
Describe
Write alt, caption and credit for the actual function and visible context.
- 04
Verify
Check mobile display, loading, links, discoverability and consistency after page updates.
04 / GUIDE / IMAGES
Three common situations
Each requires an editorial decision and a technical check.
The hero photograph is missing
Select a subject consistent with the title and include the principal image in HTML.
Read the dossierAn image is used as evidence
Preserve origin and interpretive limits before using it to support a claim.
Read the dossierA gallery slows the page
Reduce dimensions and weight, defer secondary content where appropriate and measure rendering.
Read the dossier05 / GUIDE / IMAGES
Method references
06 / FAQ
Publishing questions
Does EXIF improve ranking?
It can carry useful provenance and rights details but guarantees no ranking. Visible content, context and accessibility matter.
Should one image be reused everywhere?
Repetition can identify a subject, but distinct page images often make editorial intent clearer.
Should text be embedded in images?
Use HTML text when it must be read, translated or resized. Provide an accessible equivalent if embedded text is necessary.
07 / Discuss a context
Give every image a clear role
An inventory of visuals, rights and uses supports consistent publishing.