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Why Aren't My Optimized Imagify Images Displaying on My Site?

26 threads Sep 16, 2025 Plugin → Imagify image optimization – optimize images | compress images | convert webp | convert avif

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You've run the Imagify optimizer, seen the impressive file size reductions in your media library, and celebrated the savings. But then you check your actual website with GTMetrix or your browser's inspector, only to find the original, heavier images are still being served. This is a common point of confusion for users of the Imagify Image Optimization plugin.

This article will explain how Imagify's optimization works, why you might not see the smaller files on your front end, and the most common solutions to ensure your visitors get the fastest-loading images possible.

How Imagify Optimization Works

When you optimize an image with Imagify, the plugin performs a crucial action: it replaces the original image file on your server with the new, optimized version. This means the image at its original URL (e.g., your-site.com/wp-content/uploads/photo.jpg) is now the smaller, compressed file. This process happens for every image size, including all WordPress thumbnails.

So, if the file on the server has been replaced, why would a testing tool still report the old, larger file size? The answer almost always lies in caching.

The Most Common Culprit: Caching

Caching is a technology designed to make websites faster by storing static copies of pages and files. However, it can also serve outdated content. If your optimized images aren't showing, it's likely because a cache hasn't been cleared. Here are the types of caching to check:

  • WordPress Caching Plugin: If you use a plugin like WP Rocket, W3 Total Cache, or LiteSpeed Cache, you must clear its cache after running a bulk optimization with Imagify.
  • Server-Level Caching: Many hosts, especially managed hosts like WP Engine, Kinsta, and Flywheel, employ their own robust caching systems. You may need to clear this cache through your host's control panel or dashboard.
  • CDN Caching: If you use a Content Delivery Network (CDN) like Cloudflare, StackPath, or a host-integrated CDN, the images are served from the CDN's cache. After optimizing, you must purge the CDN's cache to force it to fetch the new, optimized images from your origin server.

As one user discovered, services like Jetpack's Photon CDN can completely bypass your local images. In this case, Imagify optimizes the files on your server, but Photon serves its own cached versions from a separate server, nullifying the optimization benefits. The general recommendation is to use only one CDN service.

WebP and Display Methods

Another layer to this issue is next-gen format (WebP) generation. Imagify can create WebP versions of your images, but how they are displayed depends on your chosen method.

  • Rewrite Rules (Recommended): This method uses server rules (in an .htaccess file or Nginx config) to automatically serve the WebP version to supported browsers. This is the most reliable method and can even work for background images defined in CSS.
  • <picture> Tags: This method changes your site's HTML to use <picture> elements. Note that some hosting environments, particularly certain CDN configurations, can interfere with this HTML replacement.

If you are using the <picture> tag method and a CDN, you may need to test to see if they are compatible. A user on WP Engine found that the host's CDN interfered with this process, and temporarily disabling the CDN was necessary to confirm Imagify was working correctly.

Troubleshooting Checklist

  1. Clear All Caches: Purge your WordPress cache, server cache, and CDN cache after optimizing images.
  2. Check in an Incognito Window: View your site in a Chrome Incognito or Firefox Private window to avoid browser cache.
  3. Disable Other CDNs: Ensure you are not using another service like Jetpack Photon that would override your local images.
  4. Verify the Display Method: If using WebP, check your Imagify settings to see if the rewrite rule method is available and active. This is often the most robust option.
  5. Inspect the Image URL: Right-click an image on your front end and select 'Open image in new tab'. The URL in the address bar should point directly to your own domain (not a CDN). You can also check the file extension—if you see .jpg.webp, you know the WebP is being served correctly.

By understanding the interaction between optimization and caching, you can ensure that the impressive savings you see in your WordPress dashboard are actually being delivered to your visitors, resulting in a faster, more efficient website.

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