SEO for Photographers (June 2011)
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Transcript of SEO for Photographers (June 2011)
JUNE 2011
SEARCH ENGINE
for photographersOPTIMIZATION
P H O T O S H E LT E R | S E A R C H E N G I N E O P T I M I Z AT I O N F O R P H O T O G R A P H E R S
There once was a man...
• Googled “toilet seats”• Clicked Kohler.com• Found a “quiet close” seat• Ordered online• Installed it• Much happiness
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P H O T O S H E LT E R | S E A R C H E N G I N E O P T I M I Z AT I O N F O R P H O T O G R A P H E R S
The one that got away
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P H O T O S H E LT E R | S E A R C H E N G I N E O P T I M I Z AT I O N F O R P H O T O G R A P H E R S
Searching for your own name and !nding your own website is not SEO.
!e goal is unsolicited web traffic.
That ain’t SEO
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P H O T O S H E LT E R | S E A R C H E N G I N E O P T I M I Z AT I O N F O R P H O T O G R A P H E R S
Where is your website?
• DC photojournalist• reston portrait photographer• best vienna wedding photographer• lincoln memorial stock photo
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Good SEO anticipates what others are searching for
P H O T O S H E LT E R | S E A R C H E N G I N E O P T I M I Z AT I O N F O R P H O T O G R A P H E R S
Recognize anyone?
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P H O T O S H E LT E R | S E A R C H E N G I N E O P T I M I Z AT I O N F O R P H O T O G R A P H E R S
The “Long Tail” matters
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P H O T O S H E LT E R | S E A R C H E N G I N E O P T I M I Z AT I O N F O R P H O T O G R A P H E R S
Universal search & SERP
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P H O T O S H E LT E R | S E A R C H E N G I N E O P T I M I Z AT I O N F O R P H O T O G R A P H E R S
Local search is huge
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google.com/places
P H O T O S H E LT E R | S E A R C H E N G I N E O P T I M I Z AT I O N F O R P H O T O G R A P H E R S
Google images
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P H O T O S H E LT E R | S E A R C H E N G I N E O P T I M I Z AT I O N F O R P H O T O G R A P H E R S
A tree falling in the forest
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P H O T O S H E LT E R | S E A R C H E N G I N E O P T I M I Z AT I O N F O R P H O T O G R A P H E R S
OMG. Good news for photographers?
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P H O T O S H E LT E R | S E A R C H E N G I N E O P T I M I Z AT I O N F O R P H O T O G R A P H E R S
SEO doesn’t exist without good content
• On-page factors only account for 14% of SEO, but without content, there’s nothing to index
• Unique page titles with relevant text!• Descriptive pages with unique content• Longer pages seem to rank better
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P H O T O S H E LT E R | S E A R C H E N G I N E O P T I M I Z AT I O N F O R P H O T O G R A P H E R S
Factors affecting SEO
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SEOMoz, 2011 Search Engine Ranking Factors
P H O T O S H E LT E R | S E A R C H E N G I N E O P T I M I Z AT I O N F O R P H O T O G R A P H E R S
Text
On-page: Title and meta description
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P H O T O S H E LT E R | S E A R C H E N G I N E O P T I M I Z AT I O N F O R P H O T O G R A P H E R S
On-page: Title and meta description
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P H O T O S H E LT E R | S E A R C H E N G I N E O P T I M I Z AT I O N F O R P H O T O G R A P H E R S
On-page: Title and meta description
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P H O T O S H E LT E R | S E A R C H E N G I N E O P T I M I Z AT I O N F O R P H O T O G R A P H E R S
On-page: Title and meta description
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P H O T O S H E LT E R | S E A R C H E N G I N E O P T I M I Z AT I O N F O R P H O T O G R A P H E R S
On-page: Relevant text
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P H O T O S H E LT E R | S E A R C H E N G I N E O P T I M I Z AT I O N F O R P H O T O G R A P H E R S
What we see
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P H O T O S H E LT E R | S E A R C H E N G I N E O P T I M I Z AT I O N F O R P H O T O G R A P H E R S
What Skynet Google sees
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P H O T O S H E LT E R | S E A R C H E N G I N E O P T I M I Z AT I O N F O R P H O T O G R A P H E R S
Every link is an endorsement or vote.
You must build links
• Link to yourself:• Build a blog• Join trade and community sites
• Get others to link to you:• Guest write articles on other sites• Shoot something interesting• Use social media• Get in!uential sites to link to you
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P H O T O S H E LT E R | S E A R C H E N G I N E O P T I M I Z AT I O N F O R P H O T O G R A P H E R S
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.
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P H O T O S H E LT E R | S E A R C H E N G I N E O P T I M I Z AT I O N F O R P H O T O G R A P H E R S
Don’t be the needle in the haystack
• Increase your online footprint• Publish more pages of content• Publish on more websites• Make it easier for people to "nd you on the places where they
hang out
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P H O T O S H E LT E R | S E A R C H E N G I N E O P T I M I Z AT I O N F O R P H O T O G R A P H E R S
Socialize
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P H O T O S H E LT E R | S E A R C H E N G I N E O P T I M I Z AT I O N F O R P H O T O G R A P H E R S
Step-by-step to practical SEO
Just do it
• Create a keyword hitlist of 20-50 words that you want to rank for
• Compare this to the Adwords Keyword Tool to re"ne 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
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P H O T O S H E LT E R | S E A R C H E N G I N E O P T I M I Z AT I O N F O R P H O T O G R A P H E R S
Sanity check your keywords
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google “adwords keyword tool”
P H O T O S H E LT E R | S E A R C H E N G I N E O P T I M I Z AT I O N F O R P H O T O G R A P H E R S
Assess your online competition
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P H O T O S H E LT E R | S E A R C H E N G I N E O P T I M I Z AT I O N F O R P H O T O G R A P H E R S
Backlink analysis
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P H O T O S H E LT E R | S E A R C H E N G I N E O P T I M I Z AT I O N F O R P H O T O G R A P H E R S
Monitor your results
Google Analytics can tell you if SEO is working.
% of traffic from search engine.
# of keywords driving search traffic.
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P H O T O S H E LT E R | S E A R C H E N G I N E O P T I M I Z AT I O N F O R P H O T O G R A P H E R S
I’m not making this up
• 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!
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P H O T O S H E LT E R | S E A R C H E N G I N E O P T I M I Z AT I O N F O R P H O T O G R A P H E R S
Get more info
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photoshelter.com/mkt/research
P H O T O S H E LT E R | S E A R C H E N G I N E O P T I M I Z AT I O N F O R P H O T O G R A P H E R S
Connect with PhotoShelter
blog.photoshelter.comfacebook.com/[email protected]/photoshelter
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