We’re just going to say it. Most brands have used stock images, or more recently, AI-generated visuals, at some point. They’re fast, affordable, and often ready to use with little to no editing.
But if you’re relying on these as your primary visuals, it is worth considering; is it limiting your SEO potential?
In the race for Google rankings, originality and relevance are carrying more weight now than ever. Let’s be clear, there’s nothing inherently wrong with stock or AI-generated images. But when they comprise the bulk of your visual content, you risk blending in, thereby hurting your visibility, brand trust and ultimately, conversions.
Google’s Position on Stock Images
The good news is that Google has confirmed it does not penalise websites for using stock photography.
However, there is still a catch, Google’s algorithm is heavily focused on original, useful, and engaging content. So while stock photos won’t directly penalise your rankings, they also won’t help your brand stand out in a saturated search landscape.
In fact, John Mueller from Google has stated that originality in images, like content, helps signal value and that’s a ranking factor Google does put up front.
Stock Images: Originality and Considerations
Think of images the same way you think of copy: would you copy and paste someone else’s blog and expect to rank? Probably not.
The same principle holds true for your visuals; stock images appear on hundreds, even thousands, of sites, so they do little to set you apart in search results.
Original imagery improves SEO and user experience through:
- Increased Engagement: When your visuals are personalised and aligned with your brand’s message, users are more likely to stay, explore, and connect because it doesn’t just look good, it feels right and authentic.
- Improved Trust: Your audience can spot generic visuals instantly. Images that genuinely reflect your products, team, or space signal authenticity and build credibility.
- Better Crawling Context: Behind the scenes, search engines are paying attention to how your images are labelled. When your visuals have clear file names and thoughtful alt text, this provides search engines with more context, which improves visibility in relevant searches.
- Enhanced Brand Identity: Consistent imagery, copy, and messaging strengthens your brand’s recognition and further strengthens your brand’s integrity.
The takeaway? Whether using stock or AI-generated images, pair them with original visuals that tell your unique story, because that’s what differentiates your brand in both Google’s eyes and your audience’s.
The Rise of AI-Generated Images: Opportunities, Cautions, and SEO Tips
The rise of hyper-realistic or stylised AI-generated images have emerged as a cost-effective and flexible alternative to stock images and traditional photography. For brands, this means the ability to produce unique imagery without the limitations of stock photo libraries or the costs of a professional shoot.
Potential Benefits of AI-Generated Images
- True Originality: AI-generated images are inherently unique, helping your site stand out in Google’s eyes and avoiding the duplication issues that come with stock photos.
- Customisation at Scale: From product shots in unusual locations to a campaign image that aligns with your seasonal messaging, AI tools can generate customised product shots, allowing for rapid content production.
- Accessibility for Small Budgets: Smaller brands can create high-quality visuals without investing in expensive shoots.
Key Considerations of AI-Generated Images
- Accuracy and Realism: AI images can occasionally produce inconsistencies, such as mismatched details or unrealistic features, which can harm trust if maintained.
- Legal and Copyright Ambiguity: The legal landscape around AI-generated imagery is still evolving. Some tools train on copyrighted works without clear permissions, which may pose risks for commercial use.
- Brand Consistency: Without careful art direction, AI visuals can feel disconnected from your established brand identity. So it’s essential to provide proper, in-depth prompting to ensure images aligned with your brand.
AI Tool Watermarks
Some AI image generators automatically embed watermarks, with either visible logos in the corner of the image, or invisible “fingerprints” in the file data, which signals that the content was AI-generated.
- Impact on Brand Perception: A visible AI tool logo can make your content feel less premium or less authentic, particularly if you’re positioning as a high-trust, quality-driven brand. When authenticity is part of the value proposition, this can significantly undermine credibility.
- Visible Watermark Impact on SEO: While visible watermarks don’t directly affect rankings, they can indirectly harm performance if they reduce user engagement or trust, leading to shorter time-on-page and higher bounce rates.
- Invisible Watermark Impact on SEO: Invisible watermarks don’t affect how search engines read or rank your images. Google’s crawlers can’t “see” them in the way they index content.
SEO Tips for Both Stock and AI-Generated Images
- Descriptive File Names: Just as with original photography, name your stock or AI images with clear, keyword-rich descriptions (e.g., latte-art-bondi-junction-cafe.jpg instead of image1.png).
- Keyword-Aligned Alt Text: Use alt text to describe the image in context and include relevant keywords, while ensuring it still makes sense for accessibility.
- Contextual Placement: Place stock or AI images alongside copy that reinforces their relevance. Google uses surrounding text to understand image intent.
- Fast Load Times: Images, particularly high-resolution stock or AI files, can be large, which reduces load speed. So to maintain site speed and user experience, we recommend compressing them using formats like WebP.
- Crawlability: As with any visual asset, ensure stock or AI images are not blocked by your robots.txt file so they can appear in Google Image Search.
Final Thoughts: So, What Should You Do?
Google won’t penalise you for using stock or AI-generated images, but your audience’s reaction still really matters. If your visuals feel generic or disconnected, you risk lower engagement, higher bounce rates, and weaker brand trust.
That’s why the real question isn’t whether you can use stock or AI images, it’s how you use them. Both can be powerful creative tools when chosen and implemented with intent. The key is to ensure they complement, not replace, authentic brand photography. That blend of originality, relevance, and personality is what creates visual content that connects.
At Omni Online, we see every image as an opportunity; to tell your story, reinforce your values, and invite your audience to take the next step with you. Whether it’s a carefully selected stock shot, a uniquely generated AI visual, or an in-house photograph, the goal is the same: make every visual work harder to enhance your brand identity, support your content, and drive action.
When your imagery is purposeful, consistent, and aligned with your brand, it’s more than just decoration, it becomes a strategic asset. And that’s the kind of visual strategy that builds trust, improves SEO, and wins in the long run.
