Click, Tweet, Repeat for ASPP - April 2010
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Click, Tweet, Repeat for ASPP - April 2010

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Allen Murabayashi, CEO of PhotoShelter, presents thoughts about SEO and social media during ASPP's Reinvention Weekend.

Allen Murabayashi, CEO of PhotoShelter, presents thoughts about SEO and social media during ASPP's Reinvention Weekend.

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Click, Tweet, Repeat for ASPP - April 2010 Click, Tweet, Repeat for ASPP - April 2010 Presentation Transcript

  • CLICK, TWEET, REPEAT Why taking good pictures isn’t enough to succeed in the 21st century 1 Thursday, April 22, 2010
  • “I’m not technical. I’m just a photographer.” f/2.8 at 1/1250s at ISO400. Rim lights are at a 1:1.25 ratio to the key light with a 1/4 CTO gel. PHOTOSHELTER RESEARCH 2010 | 2 Thursday, April 22, 2010
  • Reinvention Weekend The Internet isn’t scary technology. It’s an incredible marketing tool. PHOTOSHELTER RESEARCH 2010 | 3 Thursday, April 22, 2010
  • THERE ONCE WAS A MAN... • Googled “toilet seats” • Clicked Kohler.com • Found a “quiet close” seat • Ordered online • Installed it • Much happiness 2 4 Thursday, April 22, 2010
  • MAD LIB DECONSTRUCTION 4 5 Thursday, April 22, 2010
  • MAD LIB: RAISING THE BAR BY LOWERING THE SEAT guy toilet seat A __________ needed a __________, but didn’t know much about it. So he Googled for toilet seat and ________, clicked on one of the top search results. The website, kohler.com was information-rich, and he was able to ________, toilet seats 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 toilet seat purchase the _________ online at night from the toilet seat comfort of his own home. The __________ arrived a days few __________ later, and the customer was very _________, and made a mad lib about his experience. happy 5 6 Thursday, April 22, 2010
  • MAD LIB: THINGS ARE STARTING TO CLICK magazine editor travel image A _____________ needed a __________, but didn’t waikiki photo know much about it. So he Googled for __________, and clicked on one of the top search results. The website, hawaiipics.com was information-rich, and he ____________, beach photos 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 image purchase the _________ online at night from the image comfort of his own home. The __________ arrived a seconds few __________ later, and the customer was very relieved _________, and made a mad lib about his experience. 6 7 Thursday, April 22, 2010
  • THE ONE THAT GOT AWAY 7 8 Thursday, April 22, 2010
  • Searching for your name and finding your own website isn’t SEO. The goal is unsolicited web traffic. PHOTOSHELTER RESEARCH 2010 | 9 Thursday, April 22, 2010
  • WHERE’S YOUR WEBSITE? When a user searches for: – beacon hill wedding photographer – south station stock photo – commercial photographers boston – cambridge photo editor 10 Thursday, April 22, 2010
  • 11 Thursday, April 22, 2010
  • 12 Thursday, April 22, 2010
  • google.com/local/add 13 Thursday, April 22, 2010
  • 14 Thursday, April 22, 2010
  • GOLDEN TRIANGLE • In eye-tracking and mouse-tracking studies, most clicking occurs in the top 3 positions • Drops dramatically “below fold” • SEO is about being on page 1 15 Thursday, April 22, 2010
  • WHAT FACTORS AFFECT SEO? Usage 13 Domain On-Page 30 15 Links 44 Source: Rand Fishkin/SEOMoz.org Thursday, April 22, 2010
  • WHAT FACTORS AFFECT SEO? Usage 13 Links & Anchor Text Domain On-Page 30 15 • Inbound Links • Distance from Trusted Domain • PageRank • Anchor Text The most Links important factors 44 17 Thursday, April 22, 2010
  • WHAT FACTORS AFFECT SEO? Usage 13 On-Page Factors On-Page Domain 15 30 • Page Titles • Meta Desc • Descriptive URL • ALT data You can do it! Links 44 18 Thursday, April 22, 2010
  • SEO CHECKLIST • On-Page Factors – Create unique page titles 19 Thursday, April 22, 2010
  • ON-PAGE: TITLE & META DESCRIPTION Thursday, April 22, 2010
  • ON-PAGE: TITLE & META DESCRIPTION Thursday, April 22, 2010
  • ON-PAGE: TITLE & META DESCRIPTION Thursday, April 22, 2010
  • ON-PAGE: TITLE & META DESCRIPTION Thursday, April 22, 2010
  • ON-PAGE: TITLE & 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 24 Thursday, April 22, 2010
  • SEO CHECKLIST • On-Page Factors – Create unique page titles – Caption & keyword your images 25 Thursday, April 22, 2010
  • Search Engine and “SEO” to-do list Thursday, April 22, 2010
  • ON-PAGE: KEYWORDS & CAPTIONS • Search engines cannot read embedded meta data (yet) • Your website needs to redisplay this data next to your images • Create a keyword “hit list” of terms that you’d like to rank for in search engines 27 Thursday, April 22, 2010
  • GOOGLE ADWORDS ADWORDS.GOOGLE.COM Thursday, April 22, 2010
  • SEO CHECKLIST • On-Page Factors – Create unique page titles – Caption & keyword your images – Use the ALT attribute in your IMG tag 29 Thursday, April 22, 2010
  • ON-PAGE: ALT ATTRIBUTE 30 Thursday, April 22, 2010
  • ON-PAGE: ALT ATTRIBUTE 31 Thursday, April 22, 2010
  • ON-PAGE: ALT ATTRIBUTE 32 Thursday, April 22, 2010
  • SEO CHECKLIST • On-Page Factors – Create unique page titles – Caption & keyword your images – Use the ALT attribute in your IMG tag – Avoid FLASH 33 Thursday, April 22, 2010
  • BEWARE OF FLASH WEBSITES 34 Thursday, April 22, 2010
  • “Most SEO experts would recommend not using Flash.” “Flash pages attract far fewer links than their HTML brethren” – Rand Fishkin, SEOMoz 35 Thursday, April 22, 2010
  • SEO CHECKLIST • On-Page Factors – Create unique page titles – Caption & keyword your images – Use the ALT attribute in your IMG tag – Avoid FLASH • Build Links! – Photograph compelling material 36 Thursday, April 22, 2010
  • 37 Thursday, April 22, 2010
  • SEO CHECKLIST • On-Page Factors – Create unique page titles – Caption & keyword your images – Use the ALT attribute in your IMG tag – Avoid FLASH • Build Links! – Photograph compelling material – Update frequently 38 Thursday, April 22, 2010
  • SEO CHECKLIST • On-Page Factors – Create unique page titles – Caption & keyword your images – Use the ALT attribute in your IMG tag – Avoid FLASH • Build Links! – Photograph compelling material – Update frequently – Consider a blog 39 Thursday, April 22, 2010
  • 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. 40 Thursday, April 22, 2010
  • SEO CHECKLIST • On-Page Factors – Create unique page titles – Caption & keyword your images – Use the ALT attribute in your IMG tag – Avoid FLASH • Build Links! – Photograph compelling material – Update frequently – Consider a blog – Trade links (do not buy them) • Measure & Analyze – Install analytics and webmaster 41 Thursday, April 22, 2010
  • TRAFFIC SOURCES IN GOOGLE ANALYTICS Thursday, April 22, 2010
  • VISITS REFERRED BY KEYWORDS Thursday, April 22, 2010
  • SEO CHECKLIST • On-Page Factors – Create unique page titles – Caption & keyword your images – Use the ALT attribute in your IMG tag – Avoid FLASH • Build Links! – Photograph compelling material – Update frequently – Consider a blog – Trade links (do not buy them) • Measure & Analyze – Install analytics and webmaster • Increase Your Online Footprint 44 Thursday, April 22, 2010
  • INCREASE YOUR ONLINE FOOTPRINT Should I be on Twitter? Should I be on Facebook? Should I be on LinkedIn? Answer #1: Yes, for brand management 45 Thursday, April 22, 2010
  • INCREASE YOUR ONLINE FOOTPRINT 46 Thursday, April 22, 2010
  • INCREASE YOUR ONLINE FOOTPRINT Don’t be the needle in the haystack. Be the haystack. 47 Thursday, April 22, 2010
  • INCREASE YOUR ONLINE FOOTPRINT Should I be on Twitter? Should I be on Facebook? Should I be on LinkedIn? Answer #2: I don’t know. Test and analyze. 48 Thursday, April 22, 2010
  • The Google algorithm changed more than 450 times last year alone. Thursday, April 22, 2010
  • http://www.photoshelter.com/mkt/research Thursday, April 22, 2010