SEO Best Practices for 2026: Why Photo & Video Matter More Than Ever

Search engine optimization is no longer just about keywords and backlinks.

According to insights from Semrush’s SEO Best Practices, the way Google evaluates websites heading into 2026 is increasingly shaped by experience, engagement, and credibility.

For attorneys, medical practices, and other trust-based professionals, this shift is significant. The firms that rank—and convert—will be the ones that visually demonstrate trust, clarity, and expertise, not just describe it.

Below are 9 SEO best practices shaping 2026, with 5 where photo and video content directly impact rankings, visibility, and performance.

1. Search Is Experience-Driven, Not Just Keyword-Driven

(Photo & Video Impact)

Semrush highlights that modern SEO is heavily influenced by user behavior signals: time on page, engagement, and interaction.

What improves those signals immediately?

• Authentic photography

• Clear visual hierarchy

• Video that explains and reassures

When visitors see real people, real spaces, and real services, they stay longer … and Google notices.

2. E-E-A-T Is a Ranking Requirement

(Photo & Video Impact)

Experience, Expertise, Authority, and Trustworthiness (E-E-A-T) are foundational to Google’s evaluation of professional service websites.

Text alone is no longer enough.

Visual trust signals include:

• Professional headshots of actual providers

• Introduction videos explaining approach and philosophy

• Office and team photos that match the real experience

These elements help Google (and users) verify that your firm is legitimate and credible.

3. Engagement Metrics Influence Rankings

(Photo & Video Impact)

Semrush emphasizes that engagement metrics correlate strongly with rankings.

Video content consistently improves:

• Time on page

• Scroll depth

• Click-through rates

• Conversion actions

A homepage with a well-produced intro video often outperforms text-only pages, especially in competitive local markets.

4. AI Search Favors Rich, Structured Media

(Photo & Video Impact)

AI-powered results (Gemini, ChatGPT, Perplexity) prioritize:

• Clear explanations

• Structured answers

• Multimedia context

Video + photos help AI understand:

• Who you are

• What you do

• Why you’re credible

This is Ask Engine Optimization (AEO), and visuals are now part of the answer layer. Firms without original media are less likely to surface in AI-generated answers.

5. Page Experience and Core Web Vitals Matter

(Photo & Video Impact)

Semrush reinforces that technical SEO and user experience are inseparable.

Properly optimized photo and video assets:

• Prevent layout shifts

• Improve perceived performance

• Support faster load times when delivered correctly

Poorly sized or unoptimized visuals can hurt rankings—professionally optimized media supports them.

6. Local SEO Is Visual-First

Semrush notes that local visibility depends on freshness and relevance.

Google Business Profile rankings benefit from:

• Regular photo uploads

• Short-form videos

• Visual proof of activity and professionalism

Practices that update visual content consistently outperform those that don’t—even with similar reviews and proximity.

7. Content Must Be Helpful and Stand Alone

Semrush highlights that users don’t follow funnels anymore—they land anywhere. SEO content in 2026 must answer questions clearly—no matter where someone lands.

Each page should quickly explain:

• What you do

• Who it’s for

• What happens next

Visuals accelerate comprehension and reduce friction, especially for complex services like legal, medical, or financial care.

That means:

• Each page must explain itself

• Each video must work on its own

• Visuals must quickly answer “Am I in the right place?”

Photo and video reduce cognitive load and speed decision-making.

8. Clarity Beats Creativity

SEO winners in 2026 won’t be flashy—they’ll be clear.

Winning visuals:

• Show the service process

• Explain what happens next

• Reduce uncertainty

“What to Expect” videos and service explainer visuals are now conversion and SEO assets, not just marketing extras.

9. Rankings Only Matter If Visitors Convert

The final Semrush takeaway is simple:

Rankings don’t matter if visitors don’t act. Traffic without action doesn’t grow a business.

Photo and video help:

• Qualify visitors before they contact you

• Increase confidence before outreach

• Reduce friction in decision-making

Better visuals = better leads.

What This Means for Professional Services

If your website still relies on:

• Stock imagery

• Old, outdated headshots

• Text-heavy explanations

You’re not just behind visually—you’re behind in search.

In 2026, SEO is no longer separate from branding. They are the same conversation. Proving credibility the moment someone arrives and visual content plays a central role in that proof.

How BrianTripPhoto Supports SEO-Driven Visual Strategy

At BrianTripPhoto, I create purpose-built photo and video content designed to support:

• Modern, trust building SEO best practices

• AI discovery and summaries

• Higher engagement and conversion rates

For attorneys, medical practices, and trust-based professionals, visuals are no longer optional … they’re infrastructure.

If you’d like a free website and social review highlighting where photo and video can improve SEO performance, I’m happy to walk you through it.

Transparency ~ This blog post was written with my ideas and opinions based on this Semrush blog and my business expertise. I also have assistance with the help from my personalized AI (Chat GPT) model. The purpose of this post is to provide important information to help the professionals I service regularly. This also fulfills a strategic purpose by providing SEO and AEO assistance for my website. If you find anything non-factual or inaccurate I welcome a comment below. I will always notify my audience when AI is used in my blog posts. Thank you for reading! -Brian

About ~ BrianTripPhoto is a Jacksonville, Florida–based photography and video service specializing in purpose-built packages for medical and legal professionals and other trust-based professionals.. We help our clients and providers solve real business challenges, such as low trust online, high bounce rates on your website, poor or inconsistent social media presence, low engagement, and a lack of clear brand identity. Our custom photo and video strategies showcase your professionalism, highlight your team’s compassion, and communicate your expertise in a way that resonates with Jacksonville clients and patients. From doctor, attorney and key staff introduction videos that ease patient and client anxiety to strategic social media visuals that boost engagement, we create content that builds brand awareness, strengthens credibility, and drives growth in your firm, practice or business..