Google’s Thumbnail Strategy: Schema vs. Open Graph
▼ Summary
– Google clarified that it uses both schema.org markup and the og:image meta tag to determine image thumbnails in Search and Discover.
– To influence Google’s selection, specify a preferred image using the schema.org primaryImageOfPage property or the og:image meta tag.
– Recommended images should be relevant, high-resolution, and avoid being generic, text-heavy, or having extreme aspect ratios.
– For Google Discover, images should be compelling, at least 1200px wide, high-resolution, and ideally in a 16:9 aspect ratio.
– Proper image selection and markup can significantly impact click-through rates from Google Search and Discover results.
To ensure your content stands out in search results and Google Discover, understanding how to guide the selection of featured images is crucial. Google has clarified its approach, confirming it uses both schema.org markup and the og:image meta tag to determine which image becomes the thumbnail. This automated process considers multiple sources, but webmasters can directly influence the outcome by properly implementing these specific signals.
The updated image SEO best practices include a dedicated section on specifying a preferred image with metadata. The guidance is straightforward: you can point Google toward your chosen thumbnail by using the `schema.org primaryImageOfPage` property with a URL or an `ImageObject`. Alternatively, you can attach an image URL or `ImageObject` to the page’s main entity using the `mainEntity` or `mainEntityOfPage` properties. The simpler method is to implement the og:image meta tag.
When selecting an image for these tags, choose an image that’s relevant and representative of the page. Steer clear of generic visuals like a site logo or images containing overlaid text. It’s also advisable to avoid images with extreme aspect ratios, such as those that are excessively narrow or wide. Whenever possible, opt for a high-resolution image to ensure quality.
For content aiming to appear in Google Discover, the recommendations become more specific. Google emphasizes using compelling, high-quality images that are at least 1200 pixels wide, have a high resolution (300K or more), and ideally maintain a 16:9 aspect ratio. Since Google may automatically crop images for the Discover feed, it’s important that your chosen image is well-composed for landscape presentation. If you pre-crop an image to 16:9, ensure all critical details remain visible in the final version you specify in your metadata.
The max-image-preview:large setting or using AMP can help enable larger image previews. To directly influence the thumbnail selection for Discover, use either `schema.org` markup or the `og:image` meta tag to specify a large, relevant image. Again, avoid generic images or those with text in these tags.
The impact of a well-chosen thumbnail should not be underestimated, as it can significantly affect click-through rates from both standard search and the Discover feed. By implementing these structured data and meta tag strategies, you provide clear signals to Google, increasing the likelihood that your preferred, most engaging image is selected to represent your content.
(Source: Search Engine Land)
