The Hidden SEO Ranking Factor That You’re Probably Deleting

I wanted to test a hidden ranking signal that not many people talk about.

So last year I built a series of sites to see if embedding hidden image exif data into images affects rankings…

…and I’ve been able to answer that question with quite some success-

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Are You Deleting This Data Accidentally?

If you’ve being following traditional image SEO advice and tools like Google’s page speed insights that tell you to compress your images…

google page speed advice removes this data

…it’s likely you’ve installed a plugin like WP Smush, Shortpixel or Imagify.

The problem with that, is these plugins often strip this valuable hidden exif data when optimizing images to reduce image size-

Image SEO is for optimizing images beyond just alt text

So if you have being following traditional image SEO & site speed advice.

You might want to take a closer look to make sure you’re not stripping out this hidden image SEO benefit accidentally.

How To Add Exif Data To Your Images

Luckily for us adding exif data to images is both quick and free!

All you have to do is go to and upload an image-

exif setup 1

Then click on the little blue “” button.

That will open a popup that allows you to edit all of the image exif data to your hearts content-

image exif setup 2

I like to play around with the following fields-

Exif General Tab

  • Artist
  • OwnerName
  • Copyright
  • ImageDescription
  • UserComment

IPTC Tags Tab

  • By-line
  • By-lineTitle
  • CopyrightNotice
  • Writer-Editor
  • Keywords
  • ObjectName
  • Headline
  • Caption-Abstract

XMP Tags Tab

  • Creator
  • Rights
  • Title
  • Description
  • Rating
  • Label
  • Headline

Once you are done:

You can just click the blue Go.eXifing button here-

save file

It will take a little moment to process the image…

…then you should see a green message like this one at the top of the page-

exif saved

Now just close the editor…

…and download the final image-

download image

Then upload it to your site and insert it into a piece of content.


You should also double check that the hidden image exif data you just added isn’t getting stripped out automatically.

How To Check For Hidden Image Exif Data

If you are following this process for the first time, I highly recommend you double check everything.

First get the current public facing live URL of your image and save a copy of it.
(or save this sample image)

Then head over to and upload the image.

This will reveal all of the embedded exif data-

viewing image exif data

If you do not see the data you added here, then it’s likely the data is being stripped out.

Double check the settings of plugins like Shortpixel, Imagify or WPSmush and even some CDN‘s like CloudFlare Polish will strip this data out.

Fix whatever the problem is then re-upload the image again and repeat the test.

Wrapping It Up

So, does embedded image exif data influence rankings?

Yeah it seems so!

But if you’ve being following most traditional SEO advice, it’s likely you are stripping out this hidden image SEO advantage unknowingly.

So make sure you are paying close attention!

What do you think about using hidden image exif data as a ranking factor?

search logistics

12 Responses

  1. ken moo

    Wow, this is cool! Really refreshing to learn since most blogs are regurgitating the same thing

    • Matthew Woodward
      March 24th, 2020 at 6:04 am

      Cheers Ken! Keep an eye out for more tips like this :)

  2. Scott

    Awesome video Matthew.

    We are building a new website for my photography business. Timing is perfect

    Thank you

    • Matthew Woodward
      March 21st, 2020 at 4:42 am

      Brill, thanks Scott and good luck!

  3. Dino Adnan

    OMG! How come i didn’t think about this befor! That the expression when I read this article. I will obviously try this valuable tips for my articles and blog. Thank you for the great article!

    • Matthew Woodward
      March 19th, 2020 at 6:12 am

      Haha, let me know how you get on with it Dino!

  4. Tess

    This is a great post. I have been using for GMB image optimisation but hadn’t thought it made a difference in organic results. Thanks for an excellent post.

    • Matthew Woodward
      March 19th, 2020 at 6:13 am

      No problem Tess :)

  5. Arinze Ewuzie

    Splendid….thanks for this info

    • Matthew Woodward
      March 19th, 2020 at 6:20 am

      No problem Arinze! Hope it helps :)

  6. Short Scary Stories

    Thank you so much! I just looked at my images and realized a lot of this info isn’t there. I don’t know why I didn’t think of this because I do it for my mp3’s in my podcast.

    • Matthew Woodward
      March 19th, 2020 at 6:17 am

      No problem!

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