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Images optimised. Are slow page speeds still holding back your search rankings?
Take the Digital Landlord Score to find out where your growth is leaking →The format you choose affects file size, quality, transparency, and how your images perform in search. Here is what each format is actually for.
The universal standard for photos. Lossy compression produces small files but cannot handle transparency. Every browser and device supports it.
Lossless compression with full transparency support. Best for logos, screenshots, and images with sharp edges or text. Files are larger than JPG.
Google's web-optimised format. Typically 25 to 35 percent smaller than JPG with the same visual quality. Supports transparency and animation. The best all-around choice for website images.
The newest format with the smallest file sizes, often 50 percent smaller than JPG. Excellent for Core Web Vitals. Supported by Chrome, Firefox, and Safari 16 plus.
Limited to 256 colours but supports animation. Use only for simple animated images. For static images, PNG is always a better choice. Converting to GIF from a photo will cause visible colour loss.
Uncompressed raw pixel data. Produces very large files with no quality benefit over PNG. Do not use for websites. Only relevant for specific Windows applications or legacy software requirements.
A vector format that scales to any size without pixelation. Tiny file sizes for icons and logos. Cannot be created from raster images. This tool rasterises SVG input into a pixel-based output format.
Apple's iPhone photo format from iOS 11 onwards. Great compression but not compatible with most websites or Windows without special software. Always convert to JPG or WebP before using on the web.
| Format | Typical size | Transparency | Animation | Browser support | Best for |
|---|---|---|---|---|---|
| JPG | Small | No | No | All browsers | Photos, complex images |
| PNG | Medium | Yes | No | All browsers | Logos, screenshots, text |
| WebP | Very small | Yes | Yes | 97% of browsers | Web images |
| AVIF | Smallest | Yes | Yes | 92% of browsers | Next-gen web, LCP |
| GIF | Medium | Partial | Yes | All browsers | Simple animations |
| BMP | Very large | No | No | Windows apps | Legacy software only |
| SVG | Tiny (vector) | Yes | CSS | All browsers | Icons, logos |
| HEIC | Small | No | No | Apple only | iPhone photos (not for web) |
Most founders treat image format as a technical afterthought. Upload whatever the designer sent. Save as JPG. Move on. But the format you choose directly affects three things Google measures when deciding where your page ranks.
LCP measures how long it takes for the largest visible element on a page to load. For most pages that element is a hero image or a product photo. A hero image saved as a JPG might be 900 KB. The same image converted to WebP is typically around 600 KB. In AVIF it drops to around 400 KB. That 500 KB difference is a measurable LCP improvement that Google counts as a ranking signal.
Google has been using Core Web Vitals as a ranking factor since 2021. LCP is the most impacted by image format. A site scoring Poor on LCP due to unoptimised images is actively competing at a disadvantage in the SERP.
Converting your images to WebP or AVIF is often the single fastest technical change that moves a Core Web Vitals score from Poor to Good.
At Groew we measure how much of a business's growth comes from sources it owns versus sources it rents. Organic search is owned traffic. Every improvement to your technical SEO, including image format, compounds over time. A faster page earns more clicks, more engagement, and more links.
Paid ads stop the moment you stop paying. A faster organic page works for you every day without a bill attached.
Image format is one of those technical details that feels trivial until you look at the data. When we ran a Core Web Vitals audit for a content-heavy B2B site with 80+ images still served as PNG and JPG, converting them all to WebP was the single action that moved their Largest Contentful Paint from 4.2 seconds to 2.1 seconds. That is the threshold between a Google performance penalty and passing grade. Their organic traffic increased 18% in the three months following the conversion, with no other changes to the site. The images were doing most of the work.
The wrong image format adds unnecessary file size, slows your page, and can cost you Google rankings. This guide explains what each format is designed for, when to use which, and how format choice connects to technical SEO performance.
JPG is designed for photographs. It uses lossy compression, which means some image data is permanently discarded to reduce file size. The compression is optimised for smooth gradients and natural colours, which is why photos look good at small file sizes. JPG does not support transparency.
PNG is designed for graphics, logos, and images that require transparency. It uses lossless compression — no data is discarded. Files are larger than JPG for photographs but identical in quality to the source. Use PNG for anything with text, sharp edges, or transparent backgrounds.
WebP is Google's modern format that does both well. Smaller than JPG and PNG at equivalent visual quality, with transparency support. Now the default choice for web use. 95%+ browser support makes it safe for all sites.
AVIF is the newest format — even smaller than WebP, particularly for high-resolution photographs. Best for performance-critical sites targeting modern browsers.