• As you might have guessed from my footwear today, that man was me. • We google things to find information about virtually everything.
• MAD LIB - Words are interchangeable • The process of searching for things footwear, wedding photographer, stock photos is essentially the same.
• Point is I never got to seem them • People rarely ever go past page 1 • If you don’t see what you like you rarely hit next • Instead, you’re more likely to refine your search to find
• How many people have typed in their own name and found their own website? • That’s not SEO because I guarantee that there are more people in the world who don’t know who I am or my website onelouderphoto.com • I would rather they type in “New York Music Photographer” than to spend money and time on traditional marketing to tell them who I am or what I do • So what is the goal? • The goal is passive, unsolicited website traffic 24/7
• You need to anticipate what people will search for to find you and your services. Ask yourself what terms someone looking to hire you would use. • Terms • How do you rank for the terms you’re interested in as a photographer?
• I used to be one of those photographers who said... • Until I attended a PhotoShelter SEO webinar Allen gave and learned that I should care because... • Stats • The more and more people become connected with the internet, the more they are going online to find what they are looking for. And we should all care because as small business people we need to do everything we can to be found. • If you want more proof as to why photographers should care about SEO...
• 61% Looking for photos through search engines. Over 30% said they use search engines to find photographers. • Why? They’re looking for new work, new photographers and a different perspective from what’s offered by the Getty or iStocks of the world
• Before we get into the mechanics of search engine optimization. Here’s an overview of how Google and the rest of the search engines work in 2011.
• Universal search is regular search results, news, videos, photos, social media like facebook, google + • Why is all of this here? The goal of google is to return the results that best match the expectation of the searcher. It’s not about finding the best result. It’s about giving you what it thinks you want as fast as possible. If every time you use google you find what you’re looking for on the first page, you’ll keep using their search engine and they’ll be able to sell more ads. • Our goal as photographers should be to appear in as many of these different kinds of results as possible.
• This is what is known as the Google 7 Pack or 10 Pack depending on the page • If you’ve ever done a local search like “stl portrait photographer” you’ve seen • These results are on the first page and can even get in front of some of the people who worked really hard to get into the top results. • Even if you don’t have a physical store front, • Profile of your business and some of your photos.
• Profile of your business and some of your photos.
• Google images is another important place to aspire to have your photos. • They’ve moved to a single page grid of thumbs that has an infinite scroll of results • You can search by size, faces, color, and creative commons licensing. • It’s highly likely that Google will evolve to find images that are copyrighted or available for sale or RM or RF licensing • Even retailers are using this to push people to their sites to buy products • Keep your eye on this area, you’ll want to appear here.
• When search engines and the web were less sophisticated, we used to click from page 1-10 to get what we were looking for. • The good news is now that first page is that 68% of all users click on some or all of the links therein. • The bad news is that 68% click on the first page. So if you’re not on the first page...
• People are not just clicking on the text links. • We shouldn’t read too much into this, but these stat show that the more content you have indexed, the more chances you have to be found.
• And, there’s more reason to be optimistic. You don’t need to try on the first page for competitive keywords like “wedding photographer or photojournalist.” • You need to determine what terms you can realistically rank on page one for because if you’re not on page one, you don’t matter. • The truth is more often than not, your business would see a much bigger boost by focusing on long tail keywords... • Introduce the long tail keyword • Long tail keywords are typically lower volume, far less competitive and much higher converting.
• For some reason longer pages seem to rank better. It might be to fight keyword farms
• 200+ factors that affect ranking. There are 4 main groups: 1) Domain - Trust and Authority of the domain. Age of the domain (longer is better). Register in your own country. 2) Links - Backlinks from trusted domains. # of links. Distance from a trusted domain. 3) On page keyword use 4) Domain keyword use Social graph is increasingly important. You can control the on-page factors (25%) today because you control the content of your website.
Here are the on page factors!
Page title is the most important on-page factor for SEO. When you walk into a bookstore and see titles of books, you know that the title of the book is a pretty good indication of what’s inside. Google works the same way. Google hates to see the same title on every page. If you have a different page of content, have a different page title.
• So a small tequila blog run by two people comes up in position 5 The page title becomes the link text in the search page result. If you searched for Tequila reviews and saw this link, you’d click on the page titles that most meet your expectation as a searcher. The reason we all do all this SEO work is to get on the SERP. After that we’re simply dealing with human psychology. If you don’t see the text, images, videos, or social results you wanted, you won’t waste your time by clicking. You need to write your titles and page text like advertising copy to entice potential customers to click. The order of the keywords in the title matter. Keywords first, name last. Type of photography, products and services should go at the front. 70 characters for title. 140 for description.
The other kinds of on-page factors are the words that make up the content of your pages. For photography websites this means the captions on pages, gallery descriptions, descriptive filenames and lists of keywords. Example....
Caption and keywords your images. We see thumbnails and beautiful photos.
This is what search engines see if you have captions and keywords in your HTML. Now, if someone searches for the images on this page. Google reads the ALT text.
• Google loves WordPress blogs • Associations have profile pages • How To Take The Worlds Best Concert Photos • Carli davidson 37,000% • Facebook, Twitter, LinkedIn, Tumblr, Flickr • If you shoot with someone’s product, tell them about it they might feature you
• Think about how you want SEO to be influenced by your writing and links. • Story about BEST • Have superlatives as part of your keyword strategy.
• Social matters. • SEOmoz did a study of the top pages for various terms and found that top results had a high level of social sharing. • It’s very likely that google is taking into account social sharing in it’s algorithms • CORRELATION, not cause
Well go through all of these steps.
We have our hitlist of words we want to rank for The keyword tools shows the volume of searches for the term and suggested terms.
• Whether you’re an emerging photographer thinks they cannot compete with more established photographers or an established photographer who has outright avoided learning about SEO. If you’re sitting there thinking that you’re behind the game and that it’s going to be too hard to compete, think again. • Do a search for a keyword you’d like to be found for. • You may find that your online competition is very different from the people next to you in the press room or the sidelines.
majesticseo.com Alexa.com backlinkcheck.com If “St.Louis Photojournalist” is on your hitlist, do you think you can create more backlinks that your first ranked competitor in the next year? How about the person in the 10th spot? Get a sense of how difficult it will be to displace your online competitors. Remember that the quality of the links matter.
You must have a measurement system in place to know if you’re making progress. Google analytics can give you information as specific as how many people clicked on a specific link in facebook, came to your website, looked around and then bought a print. Search sent 3651 visits converted at 1.5% is over 50 new paying customers per month. If you treat your website as traditional portfolio with your 50 best images and each image has 1 keyword, than the maximum number of keywords driving traffic to that portfolio is 50. If you have a website of 10,000 images... You need to create the largest funnel to your website possible. To have the most chance of converting visitors to paying customers. Satyricon - Norway
Be the haystack. Why have PhotoShelter website, why be on Facebook? There are approaching 1 billion people on facebook, many on a daily basis Have as many points of access as possible. Publish as much as possible and back-link to your properties Meet your audience where they are. Brand management.
SEO For Photographers
SEPTEMBER 2011 for photographers SEO
Hello, Photographers. I’m Chris. Youth High School Photography St. Louis, MO Ladue Horton Watkins OneLouderPhoto.com PhotoShelter.com 5 32 College 2 Washington University (in St. Louis!)
What We’ll Cover Today... <ul><li>What’s the Goal of Search Engine Optimization? </li></ul><ul><li>What is SEO? </li></ul><ul><li>Why should you care? </li></ul><ul><li>What SEO looks like in 2011 </li></ul><ul><li>The Factors that effect SEO </li></ul><ul><li>Just Do It - Step-by-step practical SEO </li></ul>
There once was a man... <ul><li>Googled “cowboy boots” </li></ul><ul><li>Clicked justinboots.com </li></ul><ul><li>Found a nice pair </li></ul><ul><li>Ordered online </li></ul><ul><li>Tried them on </li></ul><ul><li>Much happiness </li></ul>
MAD LIB: Deconstruction A __________ needed some ______________, but didn’t know much about them. 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. guy cowboy boots justinboots.com cowboy boots cowboy boots
MAD LIB: Making it 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. magazine editor concert image Elton John Photos onelouderphoto.com concert photography
The ones that got away <ul><li>Caiman Crocodile Belly </li></ul><ul><li>$1,295.00 </li></ul><ul><li>Page 12 of Google </li></ul>
(1) The Goal of SEO Searching for your own name and finding your own website is not SEO. The goal is unsolicited web traffic.
(2) So what is SEO? <ul><li>missouri photojournalist </li></ul><ul><li>central west end portrait photographer </li></ul><ul><li>best st.louis wedding photographer </li></ul><ul><li>stl botanical garden stock photos </li></ul><ul><li>frontenac family photographer </li></ul>Good SEO anticipates what your customers are searching for How do you rank for the terms you need as a photographer?
“ I don’t care about all that SEO stuff. I just want my website to look good.” <ul><li>48.4 million daily newspaper Audit Bureau of Circulation </li></ul><ul><li>285 million watch TV monthly Nielsen A2/M2 Three Screen Report </li></ul><ul><li>28 billion searches monthly official stated figures Google </li></ul>(3) Why should I care about SEO?
We Asked Photo Buyers http://www.photoshelter.com/mkt/research/
Internet Search Engines? Part of their image buying routine. 61%
(4) What SEO Looks like in 2011 <ul><li>Universal Search and the SERP </li></ul><ul><li>Local Search </li></ul><ul><li>Google Images </li></ul><ul><li>Social Media </li></ul><ul><li>“ Long Tail” Search </li></ul>“ This ain’t your uncles AOL.com”
SEO doesn’t exist without good content <ul><li>On-page factors only account for 14% of SEO, but without content, there’s nothing to index </li></ul><ul><li>Unique page titles with relevant text! </li></ul><ul><li>Descriptive pages with unique content </li></ul><ul><li>Longer pages seem to rank better </li></ul>“ So what is good content?”
You must build links <ul><li>Link to yourself: </li></ul><ul><ul><li>Build a blog </li></ul></ul><ul><ul><li>Join trade and community sites </li></ul></ul><ul><li>Get others to link to you: </li></ul><ul><ul><li>Guest write articles on other sites </li></ul></ul><ul><ul><li>Shoot something interesting </li></ul></ul><ul><ul><li>Use social media </li></ul></ul><ul><ul><li>Get influential sites to link to you </li></ul></ul>Every link is an endorsement or vote.
Anchor text matters <ul><li>POORLY OPTIMIZED Grover took some shots of the Empire State Building. </li></ul><ul><li>STILL POORLY OPTIMIZED Grover took some photos of the Empire State Building. </li></ul><ul><li>OPTIMIZED Grover took the best photos of the Empire State Building . </li></ul>
(6) Just do it! <ul><li>Create a keyword hitlist of 20-50 words that you want to rank for </li></ul><ul><li>Compare this to the Adwords Keyword Tool to refine the list </li></ul><ul><li>Run searches against the terms in your list to assess the competition </li></ul><ul><li>Run a backlink analysis so that you can understand which terms are attainable </li></ul>Step-by-step to practical SEO
Sanity check your keywords google “adwords keyword tool”
Monitor your results <ul><li>Google Analytics can tell you if SEO is working. </li></ul><ul><li>% of traffic from search engine. </li></ul><ul><li># of keywords driving search traffic. </li></ul>
Don’t be the needle in the haystack <ul><li>Increase your online footprint </li></ul><ul><li>Publish more pages of content </li></ul><ul><li>Publish on more websites </li></ul><ul><li>Make it easier for people to find you on the places where they hang out </li></ul>
I’m not making this up <ul><li>If your website and marketing efforts don’t include SEO, you’re missing free traffic </li></ul><ul><li>Effective SEO results in real sales and revenue </li></ul><ul><li>SEO is a long-term commitment, so start today! </li></ul>