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If what you are asking is how to optimize the image so it does well in google image search, then best way is to put a caption under the image you want to appear in the image search Google pays attention to about the next 70 characters following the image on the html/php page. so if you want to rank well for brown bowling shoes in image search simply put brown bowling shoes on the html/php page right after the image, also use brown bowling shoes it the alt attribute of the image , this will especially help if the image is clickable. It sort of counts like anchor text of the image.