Photographers on the Web How to get the best out of very little
Focus Topics Understand Improve Engage Succeed
Who am I? Matt Hill, Marketing Communications Manager at MAC Group Empiricist Photographer Videographer Artist Blogger Analytics Addict
Why does this matter? Evaluate everything in context The Web is your most potentially powerful marketing tool You must go where people go to increase your business Wouldn’t it be grand to have fun while you’re doing it?
Why is the Web so important?
Why is the Web so important? Language Search Sharing is easy Democracy of information
But we’re photographers! Images are our language Use alt tags A description of what is in the photograph for search engines An alternative thing to display when in an email It’s part of your SEO strategy
What is SEO? Search Engine Optimization This is the process of performing tasks on your website to increase your natural rankings on search engines
Simple SEO practices Always have text on your homepage Fill in the Title and Description META tags on every page Alt tag your images Write copy for humans – use words that would attract your clients Cross-link within your site with good keyword phrases
Simple SEO practices (con’t) Monitor yourself and your competition with Google News Alerts Add content regularly Ask your peers/industry leaders to link to you, and offer the same in return
Google explained Natural (organic) results Left side of Google, best links win Pay-per-click (PPC) Paid ads that should be relevant to the search
Transparency Almost everything is open on the Web. Research your peers’ successes! Learn the tricks and evaluate where to spend your time in context of what works for others. Look at source code META tags Look at inbound links Search on phrases, look at those sites
Transparency You must also be transparent Be a niche What you do can be scrutinized and researched
Your Blog Did you know that 9 of 10 of WPPI’s 2008 Young Guns have blogs? If possible, host your own instead of using blogspot or wordpress hosted blogs If not, just start it for the sake of doing it, and migrate it when you get the time/resources. Pick a niche and be good at it.
WPPI Young Guns Who Blog: 2008 Ryan Schembri:SITE: http://www.ryanschembri.com/BLOG: http://ryanschembri.blogspot.com/Jesh de Rox:SITE: http://www.jeshderox.com/BLOG: http://jeshderoxweddings.blogspot.comJim Garner:SITE: http://www.jgarnerphoto.com/BLOG: http://jgarnerphoto.bigfolioblog.com/Catherine Hall:SITE: http://www.catherinehall.net/BLOG: http://catherinehall.typepad.com/catherine_hall_studios/ Gene Higa:SITE: http://www.genehiga.com/BLOG: http://homepage.mac.com/genehiga/iblog/David Jay:SITE: http://www.davidjay.com/BLOG: http://opensourcephoto.blogspot.com/Mike Larson:SITES: http://www.mikelarsonphoto.com/http://www.mikelarson.com/BLOG: http://www.mikelarson.com/blog/JB and DeEtteSallee:SITE: http://www.salleephotography.com/BLOG: http://www.salleephotography.com/blog/Jose Villa:SITE: http://www.josevillaphoto.com/BLOG: http://josevilla.bigfolioblog.com/Lori Nordstrom:SITE: http://www.nordstromphoto.com/BLOG: http://nordstromphoto.typepad.com/John Solano:SITE: http://www.imagemakr.com
Your website Pick three to five phrases that uniquely-identify the business you want to bring in. Include these phrases in your body copy 2-5 times per page – where relevant. Each webpage should have a single goal, and corresponding call to action Always include text contact info. Do not make it an image or buried in Flash. If you can’t copy-and-paste it, then neither can your website’s visitors. Use the H1, H2, H3 tags
Good practices: your image gallery Name your files descriptively Always use “alt tags” Whenever possible, use text around or near your images
Image safety Your copyrighted work should be protected as best you can. Flash is wonderful for photographs as protection and fullscreen viewing, and only recently have Google and Adobe announced that search engines will be able to index its contents. In a blog, watermark and let it go… Consider Flickr for exposure. Tag everything.
How do I improve my organic rankings? Use the phrases you target as being important to your business when posting on your site and blog. Visit other blogs – leave comments with a link to your site Ask other people you network with to put a link to your site Blog about gear – manufacturers might pick up mentions in PR or their blogs Hire an SEO consultant, or study up on the Web. It is a worthy investment, but takes time (3-6 months) Send your images to the companies whose gear you use – many are looking for content to add to their sites, or like linking to creative photographers who use their gear List your awards with links out to other sites, ask them to link to you Add more content on a scheduled basis
YouTube 2nd most SEARCHED website - why? People learn differently, some like to watch Tagging – very important! Want to learn more about photography? Isn’t a video more instructive? Viral sharing – embedding and social bookmarking links part of the interface
Your videos on other sites Comments on this page: was doing some looking and came across this and thought it might at least help out a little bit maybe. and if you would like more try out youtube.com. that was really informative... [and intimidating!!! lol] ... thanks for sharing that! Snap Factory has wonderful videos on You Tube. I highly recommend watching all of them.
Notable YouTube users Chase Jarvis (1,123,766 views, 34 videos) Mark Wallace (972,476 views, 23 videos) Joe McNally (255,469 views, 6 videos) (Totals gathered from YouTube on 1/29/08)
How can I monetize on YouTube? Make videos that people like Put in a promo for your book, seminar or service Link back to your site Include your URL in the video If popular, use YouTube’s ad serviceyoutube.com/advertise
Marketing yourself on the Web PPC (Pay-Per-Click) Fast, somewhat expensive, easy Geo-target for your business Something to do while waiting for SEO results Test your phrases Search Engine Marketing (SEM) Site-Targeted
Marketing yourself on the Web (II) Do something interesting Try a project you’ve never done before that stretches your abilities. Post it. Email it. Add an opt-in to your website and blog now. Send regularly scheduled email updates to your opt-in list (with “Forward to a Friend” turned on)
Resources who can help you livebooks.com clickbooq.com dripbook.com neonsky.com getparade.com
Your hitlist Install Google Analytics - make reading it a coffee habit Engage in SEO on your site – copy, content, tag SEM – Google AdWords Start a blog on your website, find your voice Engage: visit other blogs, read, comment, link back Be yourself: you will attract the customers you desire Network – Facebook, blogs Model Mayhem MySpace Profile Twitter Content, content, content!
Suggested Reading “Meatball Sundae” Seth Godin “The Long Tail” Chris Anderson “Permission Marketing” Seth Godin “The Search” John Battelle
Photographers who blog Matthew Jordan Smith http://matthewjordansmith.blogspot.com/ Scarlett Lillian http://scarlettlillian.blogspot.com/ Jim DiVitale http://divitalephotography.blogspot.com/ David Hobby http://strobist.blogspot.com/ Chase Jarvis http://blog.chasejarvis.com/blog/ Mark Wallace http://blog.snapfactory.com/ Joe McNally http://www.joemcnally.com/blog/ Vincent Laforet http://blog.vincentlaforet.com/
Thank you! Matt Hill Marketing Communications Manager MAC Group MACgroupUS.com MattH@MACgroupUS.com 914-784-2666
This presentation UltimateHill.com/WPPI Will be posted by end of week if you’d like to share.