Doing this is completely optional . . .

Squarespace will auto-title anything you upload using the original filename.

. . . but it's good for SEO and your credibility.

Therefore, this is recommended practice.

Name Your Image Files

When you upload an image, Squarespace will give you the option to name the file right in the "Edit Image" pane:

Filename (Optional)

Filename format suggestions

screenshots: you better rename it

Period. For every last screenshot you upload. Ever.


images: all lowercase lettering

Consistency. Clean look.


all: No Punctuation

My only suggested exception (besides hyphens below) is for underscores in non-image files such as a PDF.

This is a an underscore --> _



Consistency and clean look, particularly to avoid the mess of URL encoding which takes a file name like this:

Our Family's Happy 50th Reunion.jpg

and turns it into



personal website: Include your name

If your website is a personal one, name every image file (or at least one in the body of each page) as:



Business w/contested search-term name: Include your name

If your business name is a contested search term, say something like "Main Street Pizza," include the business name in all images (or at least one in the body section of each page) like this:


I would even add an image to the body of a page so that I could have the business name in the file name.


Downloads like PDF + Audio: Abbr Business Name + Title + Date if needed

I suggest having your abbreviated business name, an underscore, and the title of the work. That's it. None of that version control labeling like "version 2" or "final" or "final_final" or "no really this is the LAST final." You know what I'm talking about.

Good example:


Notice the no-spaces-use-hyphens rule applies. And also that the all-small-caps Rule Doesn't.

I say dates are OK for files that are dated (like an annual report) or that you intend to update.

In that case, I'd stick to naming the file per above and then adding:

_YYYYMM <==format (if necessary to add days, go YYYYMMDD)


TMB_Marketing-Flow-Chart_201610 <==example

Do all this on your desktop, and don't mess with the filename once you upload it to Squarespace.


Ok so why these recommendations?

SEO and Credibility

cleanness in all the rules is about your credibility.

Maybe not everyone cares, but anyone with . . .

  • web sense
  • digital savvy
  • concern for organization
  • style sense

. . . will have a negative reaction to seeing this anywhere on your website:


This is especially true for anything that isn't obviously a screenshot.

And people with those sensibilities are probably people you want to do business with or at least have on your side.


Hyphens, names and keyword descriptions are about your SEO

In the rules for naming pictures with your personal name, here's why:

You need as much content with your name in it so that your website undeniably appears first in search results and to strengthen your base position in page-ranking algorithms.

Every social network you're on is battling for top search rankings for your name. Try it. Google your name and I bet pages for your accounts on Facebook, Linkedin, Twitter, Instagram, etc. will appear on the first and second pages, like mine . . .

I'm happy to have the #1 spot, but CLEARLY I have work to do because my business,, for which I am the sole employee, doesn't appear until the bottom of the second page of results.

I'm happy to have the #1 spot, but CLEARLY I have work to do because my business,, for which I am the sole employee, doesn't appear until the bottom of the second page of results.

Unless you want your social networks and other people's content to show first . . .

Your website is the best version of YOU online.


If your name is common . . .

Then this is even more important.


You're not only battling your personal social profiles, but everyone else's with your name . . . and possibly their personal websites.

By naming your image files with firstname-lastname-description, you feed more content to the search algorithms to index those words to your site/domain.

Sidebar: You could attempt to get "search juice" for your name by writing your name on your site a lot. But that's not classy. Your visitors know your name and don't need to see it 100x. Also, search algorithms count keywords in images and files as a separate source for points from text and headings.

This pro-SEO principle applies for businesses with contested search-term names and for using keyword descriptions in your image and filenames.



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