Image optimization is the process of compressing images to the smallest file size possible while maintaining acceptable visual quality, then formatting them with proper dimensions, modern file types, and SEO metadata. The goal is faster page speed and better search visibility. A 3 MB product photo might compress to 150 KB as a WebP file with no perceptible difference to users, but a massive difference in load time. The technical side involves choosing the right format (WebP for most cases, AVIF where supported, JPEG for complex photos, PNG only for transparency needs), serving responsive image sizes through srcset attributes, and lazy-loading images below the fold. You should also strip EXIF data and use compression tools like TinyPNG, Squoosh, or server-level solutions. Most sites we audit have images 5–10× larger than necessary. The SEO side requires descriptive filenames (product-red-leather-jacket.jpg, not IMG_4829.jpg), alt text that describes the image for screen readers and Google, and structured data markup when relevant. Alt text should be factual and concise, typically 8–15 words. If the image contains text, include that text in the alt attribute. Image optimization directly impacts Core Web Vitals, particularly Largest Contentful Paint (LCP), which Google uses as a ranking factor. We routinely see 2–4 second LCP improvements just from proper image handling. It also reduces bandwidth costs and improves mobile experience, where users may have slower connections. At Ottawa SEO, we run every client image through compression before upload, use WebP with JPEG fallbacks, set explicit width and height attributes to prevent layout shifts, and write alt text that balances user accessibility with keyword relevance. For ecommerce clients, we also optimize image gallery order so primary product shots load first. The work is tedious but the performance gains are immediate and measurable in both PageSpeed Insights and actual ranking movement.