Where should before-and-after photos live so they actually help?

On individual project pages and the matching service page, not only in one big gallery. A gallery is a dead end for search, while a project page with location, scope, and captions gives Google and AI assistants something to index and cite.

Upload originals rather than screenshots, name the files descriptively, write alt text that includes the service and the city, and compress them so Core Web Vitals do not suffer. Repost the same set to your Google Business Profile and social feeds so one shoot works in three places.

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