SEO & Why It Matters

SEO & WHYIT MATTERS

Why taking good pictures isn’t enough to succeed in the 21st century

Thursday, September 23, 2010

Hello, World. I’m Allen

YouthCollege

Internet

Honolulu, HI

Yale University

hotjobs.comPhotoShelter.com

Penthouse

• Googled “toilet seats”

• Clicked Kohler.com

• Found a “quiet close” seat

• Ordered online

• Installed it

• Much happiness

THERE ONCE WAS A MAN...

MAD LIB

DECONSTRUCTION

MAD LIB: RAISING THE BAR BY LOWERING THE SEAT

A __________ needed a __________, but didn’t know much about it. So he Googled for ________, and clicked on one of the top search results. The website, ________, was information-rich, and he was able to learn more about ___________ without having to pick up the phone or send an e-mail.

Because the website had e-commerce, he was able to purchase the _________ online at night from the comfort of his own home. The __________ arrived a few __________ later, and the customer was very _________, and made a mad lib about his experience.

guy toilet seattoilet seat

kohler.comtoilet seats

toilet seattoilet seat

dayshappy

MAD LIB: THINGS ARE STARTING TO CLICK

A _____________ needed a __________, but didn’t know much about it. So he Googled for __________, and clicked on one of the top search results. The website, ____________, was information-rich, and he was able to learn more about ___________ without having to pick up the phone or send an e-mail.

Because the website had e-commerce, he was able to purchase the _________ online at night from the comfort of his own home. The __________ arrived a few __________ later, and the customer was very _________, and made a mad lib about his experience.

magazine editor travel imagewaikiki photo

hawaiipics.combeach photos

imageimage

secondsrelieved

THE ONE THAT GOT AWAY

We askedphotobuyers

photoshelter.com/survey

Part of their image buying routine.

Internet Search Engines?

PHOTOGRAPHY WEBSITES: SEO & WHY IT MATTERS | PHOTOSHELTER RESEARCH 2009 |

Searching for your name and finding your own website isn’t SEO.

The goal is unsolicited web traffic.

WHERE’S YOUR WEBSITE?

When a user searches for:– telluride adventure photographer

– pepsi center aerial photo

– commercial photographers denver

– tim tebow portrait

“I don’t care about all that SEO stuff. I just want my website to look good.”

48.4 million daily newspaperAudit Bureau of Circulation

285 million watch TV monthlyNielsen A2/M2 Three Screen Report

14 billion core search monthlycomScore Media Metrix

Two types of photographers

Seek a wider audienceShare with family & friends only

Seek a wider audience

• Sell prints & products

• Licence stock images

• Sign-up for newsletter

SEO can help extend your potential audience by generating unsolicted visitors

THE MANY FACES OF GOOGLE

• Universal & Instant Search• 10-pack & Google Places• Google Images• Blog, News, Shopping, etc

UNIVERSAL SEARCH & INSTANT SEARCH

THE GOOGLE “PACKS”

GET IN THE 10-PACK

http://www.google.com/places

GOOGLE IMAGES

GOLDEN TRIANGLE

WHAT FACTORS AFFECT SEO?

Domain30

Links44

On-Page15

Usage13

Source: Rand Fishkin/SEOMoz.org

Trust/Authority of the Domain & Registration Info

• Trust

• Domain Age

• TLD

• IP Address

Domain30

Links44

On-Page15

Usage13

Links & Anchor Text

• Inbound Links

• Distance from Trusted Domain

• PageRank

• Anchor Text

The most important factors

Domain30

Links44

On-Page15

Usage13

On-Page Factors

• Page Titles• Meta Desc• Descriptive

URL• ALT data

You can do it!

Domain30

Links44

On-Page15

Usage13

Usage & Social

• Time on site• Bounce rate• Historical

clicks• “Social Graph”

Probably of increasing importance

Domain30

Links44

On-Page15

Usage13

SEO CHECKLIST

• Domain

– Register a domain (in your own country)

DOMAIN: REGISTER A DOMAIN

• Register a domain

• Be geographically aware

• Register for a few years

SEO CHECKLIST

• Domain

– Add it to business directories, trade organization directories

google.com/placesFree

ecom.yahoo.com/dir/submit/intro/$299/year

SEO CHECKLIST

• Domain

• On-Page Factors

– Create unique page titles

ON-PAGE: TITLE & META DESCRIPTION

PAGE TITLES & META DESCRIPTION

• Page title is the most important on-page factor

• Create unique page titles and meta descriptions

• The order of keywords in titles correlates strongly with SEO ranking

• Title: 70 char; Desc: 140 char

• Put your name at the end of the title

• Description should be considered as “ad copy” for your SERP

SEO CHECKLIST

• Domain

• On-Page Factors

– Caption & keyword your images

Search Engine and “SEO” to-do list

SEO CHECKLIST

• Domain

• On-Page Factors

– Use the ALT attribute in your IMG tag

ON-PAGE: ALT ATTRIBUTE

SEO CHECKLIST

• Domain

• On-Page Factors

– Avoid FLASH

BEWARE OF FLASH WEBSITES

“Most SEO experts would recommend not using Flash.”

“Flash pages attract far fewer links than their HTML brethren”

– Rand Fishkin, SEOMoz

SEO CHECKLIST

• Domain

• On-Page Factors

– Avoid FLASH

• Build Links!

– Photograph compelling material

CELLULAR OBSCURA

SEO CHECKLIST

• Domain

• On-Page Factors

– Avoid FLASH

• Build Links!

– Update frequently

SEO CHECKLIST

• Domain

• On-Page Factors

– Avoid FLASH

• Build Links!

– Consider a blog

• Not an online journal

• An SEO machine

• Don’t forget anchor text

• Create compelling content regularly

• Beneficial even if no one is reading

ANCHOR TEXT MATTERS

POORLY OPTIMIZED

Grover took some shots of the Empire State Building.

STILL POORLY OPTIMIZED

Grover took some photos of the Empire State Building.

OPTIMIZED

Grover took the best photos of the Empire State Building.

CONTENT MATTERS

• Create a keyword hitlist of 20-50 words that you want to rank for

• Compare this to the Adwords Keyword Tool to refine the list

• Run searches against the terms in your list to assess the competition

• Run a backlink analysis so that you can understand which terms are attainable

ADWORDS KEYWORD TOOL

https://adwords.google.com/select/KeywordToolExternal

SEARCH YOUR KEYWORDS

MAJESTIC SEO

The #1 result has 483 backlinks from 137 domains.

SEO CHECKLIST

• Domain

• On-Page Factors

– Avoid FLASH

• Build Links!

– Consider a blog

– Trade links (do not buy them)

SEO CHECKLIST

• Domain

• On-Page Factors

– Avoid FLASH

• Build Links!

– Consider a blog

• Measure & Analyze

– Install analytics and webmaster

If you don’t measure,how can you track progress?

GOOGLE ANALYTICSWWW.GOOGLE.COM/ANALYTICS

TRAFFIC SOURCES IN GOOGLE ANALYTICS

SEO CHECKLIST

• Domain

• On-Page Factors

– Avoid FLASH

• Build Links!

– Consider a blog

SEO CHECKLIST

• Domain

• On-Page Factors

– Avoid FLASH

• Build Links!

– Consider a blog

– Track the # of keywords and pages getting traffic from search engines

VISITS REFERRED BY KEYWORDS

DISTINCT PAGES RECEIVING VISITS

SEO CHECKLIST

• Domain

• On-Page Factors

– Avoid FLASH

• Build Links!

– Consider a blog

– Track the # of indexed pages and backlinks

– Track the # of keywords and pages getting traffic from search engines

• Create a Massive Online Footprint

DON’T BE THE NEEDLE IN THE HAYSTACK

• Increase your online footprint• Publish more pages of content• Publish on more websites

BIG FOOTPRINT HELPS BRAND MANAGEMENT

• If your website and marketing efforts don’t include SEO, you’re missing free traffic

• Effective SEO results in real sales and revenue• SEO is a long-term commitment, so start today!

SEO IS REAL

GET THE KIT

photoshelter.com/mkt/research

• Websites and tools for serious photographers• Automates many of the on-page SEO factors• Easily integrate Google Analytics• E-commerce, high-res downloads, private galleries,

and much more• Used by over 65,000 photographers worldwide

WHAT’S PHOTOSHELTER?

Try it for $1 for 14 days!

SEO & Why It Matters

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