So the next time you take a picture, you can consider embedding shutter speed, exposure compensation, ISO number, white balance, resolution and other EXIF annotations in your image. Matt Cutts, Google's head of Search Spam, says that the search engine reserves the right to use this information as a potential ranking factor.
In the latest Webmaster Help video, Cutts advocates using the Exchangeable Image File Format (EXIF) data in conjunction with the images. The question posed was:
“Does Google use EXIF data from pictures as a ranking factor?”
In response to the question, Cutts reconfirms that Google may not be using the EXIF data currently for ranking images but there is a high probability that it will be using the data in the near future for its ranking algorithm.
Google has previously confirmed the same in a blog post in April 2012 while explaining what happens to the EXIF, XMP and other metadata contained in the images. In an earlier version of Image Search, if the data was available then it was displayed in the right hand sidebar.
Cutts recommends that if the option of embedding EXIF data is readily available with your camera then you can certainly go for it, because it can be an useful source of information for those who are searching for camera types, focal lengths or dates. But if your camera does not offer you any such option, then you do not need to bother about it.Google Recommends Embedding EXIF data in Images to Make Them Search-Friendly!,