Images can potentially improve site ranking in several ways.
Enhancing user experience: Images can make a website more visually appealing and engaging, which can improve user experience and increase the time visitors spend on the site. This, in turn, can improve the website's ranking, as search engines often use metrics like bounce rate and time on site as signals of quality.
Providing context and relevance: Images can help provide context and relevance to the content on a page, making it easier for search engines to understand what the page is about and how it relates to search queries.
Increasing visibility: Images can also appear in search results, either through image search or as part of rich snippets, which can increase the visibility of a website.
However, it's important to note that simply adding images to a website is not enough to improve its ranking. Images should be high quality, relevant to the content on the page, properly optimized with alt tags and file names, and properly sized to ensure fast page load times. Additionally, the overall quality of the website's content, backlinks, and other factors will also impact its ranking.