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Please follow @Pano_Essentials on Twitter or Like www.facebook.com/PanoramicEssentials or send a mail to pr@panoramicessentials.com.
Are you a Photographer? Call +1 225 279 6091 and speak to Adam for a free site audit or any SEO advice!

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SEO for Photographers (and others) Presentation Transcript

  • 1. How docustomersfind you ontheinternet?
  • 2. They use…
  • 3. They use…
  • 4. So, it’s all aboutbeing #1on Googlefor yourkeywords!!
  • 5. What is SEO?Search Engine Optimization (SEO) is the process ofimproving the Volume and Quality of traffic to yourwebsite by influencing Rankings in search engines.
  • 6. How Does Google Find You?Google search results are shown in two different ways:1. Organic Search (Natural)2. Paid Advertising
  • 7. How Does Google Find You?Google search results are shown in two different ways:1. Organic Search (Natural)2. Paid Advertising1. Organic Search (SEO): Organic search results are listings that appear because of their relevance to the search term, and are a more accurate reflection of what searchers might want, because they are generated by popularity and common usage.
  • 8. How Does Google Find You?Google search results are shown in two different ways:1. Organic Search (Natural)2. Paid Advertising1. Organic Search (SEO): Organic search results are listings that appear because of their relevance to the search term, and are a more accurate reflection of what searchers might want, because they are generated by popularity and common usage.2. Paid Advertising PPC (Pay Per Click): Pay per click is an Internet advertising model used to direct traffic websites, in which advertisers pay their host only when their ad is clicked. With search engines, advertisers typically bid on keyword phrases relevant to their target market. Content sites commonly charge a fixed price per click rather than use a bidding system.
  • 9. Eye Tracking: How Users Scan Results Pages
  • 10. Results – Getting to the TopGetting onto the first page of Google entails two things:1. Your Website2. The World Wide Web
  • 11. Results – Getting to the TopGetting onto the first page of Google entails two things:1. Your Website2. The World Wide Web1. Your Web Site In order for Google to find your website, it must be built in a way that it is easy for search engines to find it. This means your website structure and the content on your site needs to be SEO friendly.
  • 12. Results – Getting to the TopGetting onto the first page of Google entails two things:1. Your Website2. The World Wide Web1. Your Web Site In order for Google to find your website, it must be built in a way that it is easy for search engines to find it. This means your website structure and the content on your site needs to be SEO friendly.2. The World Wide Web Google considers what is going on around your site and who is “recommending” you (linking to you). The more links you have, the better Google thinks you are.
  • 13. SEO Strategy – Your Plan of Action Understand your business objectives. What is it that you want to gain from the Internet?
  • 14. SEO Strategy – Your Plan of Action Understand your business objectives. What is it that you want to gain from the Internet? Conduct initial Keyword Research. What words would your potential client enter into a search engine to find you or your services?
  • 15. SEO Strategy – Your Plan of Action Understand your business objectives. What is it that you want to gain from the Internet? Conduct initial Keyword Research. What words would your potential client enter into a search engine to find you or your services? Identify Keyword + Landing Page combinations.
  • 16. SEO Strategy – Your Plan of Action Understand your business objectives. What is it that you want to gain from the Internet? Conduct initial Keyword Research. What words would your potential client enter into a search engine to find you or your services? Identify Keyword + Landing Page combinations. Create a baseline ranking and monitor traffic.
  • 17. SEO Strategy – Your Plan of Action Understand your business objectives. What is it that you want to gain from the Internet? Conduct initial Keyword Research. What words would your potential client enter into a search engine to find you or your services? Identify Keyword + Landing Page combinations. Create a baseline ranking and monitor traffic. Perform On-site and Off-site Optimization.
  • 18. Keyword Research: Creating Your ListOptimizing your website for specific keywords and phrases shouldn’t beapproached willy-nilly.
  • 19. Keyword Research: Creating Your ListOptimizing your website for specific keywords and phrases shouldn’t beapproached willy-nilly.Create a list of about 20 to 30 keywords and phrases that you want yourwebsite to rank for.
  • 20. Keyword Research: Creating Your ListOptimizing your website for specific keywords and phrases shouldn’t beapproached willy-nilly.Create a list of about 20 to 30 keywords and phrases that you want yourwebsite to rank for.This list should range from the general to the more specific.
  • 21. Keyword Research: Creating Your ListOptimizing your website for specific keywords and phrases shouldn’t beapproached willy-nilly.Create a list of about 20 to 30 keywords and phrases that you want yourwebsite to rank for.This list should range from the general to the more specific.For example, let’s say you’re a wedding photographer in Philadelphia. Thefollowing words might appear on your Keyword list: philadelphia wedding photographer wedding photographer in philly wedding photographers near temple university cheap wedding photographers in philadelphia best philly wedding photographer
  • 22. Keyword Research: Creating Your ListOptimizing your website for specific keywords and phrases shouldn’t beapproached willy-nilly.Create a list of about 20 to 30 keywords and phrases that you want yourwebsite to rank for.This list should range from the general to the more specific.For example, let’s say you’re a wedding photographer in Philadelphia. Thefollowing words might appear on your Keyword list: philadelphia wedding photographer wedding photographer in philly wedding photographers near temple university cheap wedding photographers in philadelphia best philly wedding photographerUsing colloquial terms like “philly” and more specific terms like “near templeuniversity” is likely to drive more traffic to your website.
  • 23. Keyword Research: Searcher IntentWhen someone searches for “eiffel tower photo” their intent is probablyresearch, but when someone searches for “eiffel tower print for sale” they areprobably much closer to a buying decision.
  • 24. Keyword Research: Searcher IntentWhen someone searches for “eiffel tower photo” their intent is probablyresearch, but when someone searches for “eiffel tower print for sale” they areprobably much closer to a buying decision.Intent plays a huge role insearch:Your website visitors are not ahomogeneous group. So yourSEO strategy should include avariety of terms that targetdifferent phases of the salescycle to convert your visitors tocustomers.
  • 25. Types of OptimizationThere are over 200 “signals” that affect SEO rankings and thesecan largely be divided into “on-page” and “off-page” factors.
  • 26. Types of OptimizationThere are over 200 “signals” that affect SEO rankings and thesecan largely be divided into “on-page” and “off-page” factors. On Page : ~25% Off Page : ~75%
  • 27. On-Site SEO: The Basics
  • 28. On-Site SEO: Page TitlesPage title is the piece of text that appears at the top of your browser. How didsuch a small piece of text become an important on-page factor?
  • 29. On-Site SEO: Page TitlesPage title is the piece of text that appears at the top of your browser. How didsuch a small piece of text become an important on-page factor?Consider this analogy: If you walked into a bookstore and none of the bookshad titles, how would you know what each book was about?
  • 30. On-Site SEO: Page TitlesPage title is the piece of text that appears at the top of your browser. How didsuch a small piece of text become an important on-page factor?Consider this analogy: If you walked into a bookstore and none of the bookshad titles, how would you know what each book was about?You want to have unique page titles on every page of your website. Too oftenwe see a photographer’s name on each page (e.g. “Joe Smith Photography”).You’re not doing your visitors any favors. Google also hates this repetition.
  • 31. On-Site SEO: Page Content (Text)The judicious use of keywords in the body text of your web pages helpsreinforce the words and phrases that are most important to your business.Avoid exclusively using colloquial phrases like “shot” instead of “photograph”or “image” because users are much more likely to search for the latter.
  • 32. On-Site SEO: Page Content (Text)The judicious use of keywords in the body text of your web pages helpsreinforce the words and phrases that are most important to your business.Avoid exclusively using colloquial phrases like “shot” instead of “photograph”or “image” because users are much more likely to search for the latter.Don’t fall into the trap of thinking that only displaying an image is the best wayto convey that you’re a photographer. You must have text on your website(and a lot of it) to be successful with SEO.Include a description of your services on your homepage.
  • 33. On-Site SEO: Page Content (Text)The judicious use of keywords in the body text of your web pages helpsreinforce the words and phrases that are most important to your business.Avoid exclusively using colloquial phrases like “shot” instead of “photograph”or “image” because users are much more likely to search for the latter.Don’t fall into the trap of thinking that only displaying an image is the best wayto convey that you’re a photographer. You must have text on your website(and a lot of it) to be successful with SEO.Include a description of your services on your homepage.Include a narrative of each gallery that you publish.Include captions for each photo that you publish.
  • 34. On-Site SEO: Page Content (Text)The judicious use of keywords in the body text of your web pages helpsreinforce the words and phrases that are most important to your business.Avoid exclusively using colloquial phrases like “shot” instead of “photograph”or “image” because users are much more likely to search for the latter.Don’t fall into the trap of thinking that only displaying an image is the best wayto convey that you’re a photographer. You must have text on your website(and a lot of it) to be successful with SEO.Include a description of your services on your homepage.Include a narrative of each gallery that you publish.Include captions for each photo that you publish.Add relevant keywords to your the filenames of your photos. Photographersoften find this practice disruptive to their digital asset management strategy.However, this helps you get your pictures into Google Image Search.Update often. As often as possible.
  • 35. Create A Massive Online FootprintThe typical photographer’s websiteused to be a set of galleries thatrepresented their best work. Inother words, a digital version of aprinted portfolio.
  • 36. Create A Massive Online FootprintThe typical photographer’s websiteused to be a set of galleries thatrepresented their best work. Inother words, a digital version of aprinted portfolio.But by restricting the number ofimages, you are effectively makingyourself the needle in the haystack.
  • 37. Create A Massive Online FootprintThe typical photographer’s websiteused to be a set of galleries thatrepresented their best work. Inother words, a digital version of aprinted portfolio.But by restricting the number ofimages, you are effectively makingyourself the needle in the haystack.Instead of 50 images of your topwork,why not have 5,000 of yourcommercially viable images,all properly captioned andkeyworded?Give yourself a better chance ofgetting found!
  • 38. Competitive Analysis: Who Are They?Search for each term on your keyword list in Google, and take note of who iscoming up in the top ten results.
  • 39. Competitive Analysis: Who Are They?Search for each term on your keyword list in Google, and take note of who iscoming up in the top ten results.You might be surprised to find that your online competition is a completelydifferent set of people or firms compared to your real world competitors.
  • 40. Competitive Analysis: Who Are They?Search for each term on your keyword list in Google, and take note of who iscoming up in the top ten results.You might be surprised to find that your online competition is a completelydifferent set of people or firms compared to your real world competitors.There are probably names you’ve never even heard of. But in many ways,these are more crucial because of the way people search for information.
  • 41. Competitive Analysis: BacklinksAsk your SEO guy / firm to performa “backlink analysis” for your top10 online competitors.
  • 42. Competitive Analysis: BacklinksAsk your SEO guy / firm to performa “backlink analysis” for your top10 online competitors.Determine whether you canfeasibly create more backlinks thanthe competition in a 6-12 monthtime frame.
  • 43. Competitive Analysis: BacklinksAsk your SEO guy / firm to performa “backlink analysis” for your top10 online competitors.Determine whether you canfeasibly create more backlinks thanthe competition in a 6-12 monthtime frame.If you cannot, then the competitionfor that term is too high. Pick termswith lower competitiveness andstart improving your SEO!
  • 44. Link Building: BlogBlogs give you a very easy way toself publish. You control thecontent and the keywords used todescribe your photos, and you canlink back to specific images orgalleries within your website.
  • 45. Link Building: BlogBlogs give you a very easy way toself publish. You control thecontent and the keywords used todescribe your photos, and you canlink back to specific images orgalleries within your website.WordPress and other bloggingsystems now come well optimisedfor SEO. We can install the All InOne SEO Pack and Google XMLSitemaps plugins for your blog justto mention a couple.
  • 46. Link Building: BlogBlogs give you a very easy way toself publish. You control thecontent and the keywords used todescribe your photos, and you canlink back to specific images orgalleries within your website.WordPress and other bloggingsystems now come well optimisedfor SEO. We can install the All InOne SEO Pack and Google XMLSitemaps plugins for your blog justto mention a couple.Make liberal use of text, images,links and even videos in yourcontent.
  • 47. Link Building: Link To YourselfJoin photo community sites andtrade groups. Most of these allowyou to create profiles with links toyour website.
  • 48. Link Building: Link To YourselfJoin photo community sites andtrade groups. Most of these allowyou to create profiles with links toyour website.Anchor Text:The web allows a user to specifywhich text is a link. The best SEOlinks use keywords as the link textrather than generic phrases.
  • 49. Link Building: Link To YourselfJoin photo community sites andtrade groups. Most of these allowyou to create profiles with links toyour website.Anchor Text:The web allows a user to specifywhich text is a link. The best SEOlinks use keywords as the link textrather than generic phrases.BAD:This is a gallery of my photos of the Empire State Building.GOOD:This is a gallery of my photos of the Empire State Building.
  • 50. Link Building: Topical RelevanceGenerally speaking, build as manylinks as possible. Each link is a“vote” or endorsement of yourwebsite, which will improve yourSEO.
  • 51. Link Building: Topical RelevanceGenerally speaking, build as manylinks as possible. Each link is a“vote” or endorsement of yourwebsite, which will improve yourSEO.However, all backlinks aren’tweighted equally. For example, it’smuch more significant for the NewYork Times Lens Blog to link to yourwebsite than Cotton, Inc.
  • 52. Link Building: Topical RelevanceGenerally speaking, build as manylinks as possible. Each link is a“vote” or endorsement of yourwebsite, which will improve yourSEO.However, all backlinks aren’tweighted equally. For example, it’smuch more significant for the NewYork Times Lens Blog to link to yourwebsite than Cotton, Inc.This is, in part, why buying links isn’t a good idea. One out of place link fromcotton.com is innocuous, but 1,000 backlinks from unrelated sites lookspretty fishy to Google.
  • 53. Link Building: Topical RelevanceGenerally speaking, build as manylinks as possible. Each link is a“vote” or endorsement of yourwebsite, which will improve yourSEO.However, all backlinks aren’tweighted equally. For example, it’smuch more significant for the NewYork Times Lens Blog to link to yourwebsite than Cotton, Inc.This is, in part, why buying links isn’t a good idea. One out of place link fromcotton.com is innocuous, but 1,000 backlinks from unrelated sites lookspretty fishy to Google.Try to build link traffic from photography or arts-related websites.Try to build link traffic from complementary service providers in yourindustry (e.g. a wedding photographer might seek links from caterers,florists, dressmakers, and hair stylists).
  • 54. Link Building: Social MediaOf all the many signals that driveSEO, social media has jumped themost recently.
  • 55. Link Building: Social MediaOf all the many signals that driveSEO, social media has jumped themost recently.When you think about theexplosion of Facebook, Twitter, andPinterest, it really isn’t a surprise.
  • 56. Link Building: Social MediaOf all the many signals that driveSEO, social media has jumped themost recently.When you think about theexplosion of Facebook, Twitter, andPinterest, it really isn’t a surprise.Last year’s backlink is this year’sLike or Tweet.
  • 57. So, it’s all aboutbeing #1on Googlefor yourkeywords!!
  • 58. Link Building: Google+ LocalA large percentage of searches are geographic-specific, like “new yorkcommerical photographer”
  • 59. Link Building: Google+ LocalA large percentage of searches are geographic-specific, like “new yorkcommerical photographer”When Google returns results that have a geographic component, they oftensupercede the standard results with the Google Maps 7-pack. With someGoogle+ Local SEO, you too can appear on these results.
  • 60. Link Building: Google+ LocalA large percentage of searches are geographic-specific, like “new yorkcommerical photographer”When Google returns results that have a geographic component, they oftensupercede the standard results with the Google Maps 7-pack. With someGoogle+ Local SEO, you too can appear on these results.Try to generate positive reviews on your Google+ Page. People are more apt toclick on 7-pack results with a high star rating.
  • 61. What is the BEST Way to Get Links?
  • 62. What is the BEST Way to Get Links?
  • 63. What is the BEST Way to Get Links?
  • 64. How Soon Can I Expect RESULTS?WITHIN 3 MONTHS…
  • 65. How Soon Can I Expect RESULTS?WITHIN 3 MONTHS… You’ll be on the Forbes List of the World’s 100 Richest People.
  • 66. How Soon Can I Expect RESULTS?WITHIN 3 MONTHS… You’ll be on the Forbes List of the World’s 100 Richest People. Your children will listen to you.
  • 67. How Soon Can I Expect RESULTS?WITHIN 3 MONTHS… You’ll be on the Forbes List of the World’s 100 Richest People. Your children will listen to you. So will your spouse.
  • 68. How Soon Can I Expect RESULTS?WITHIN 3 MONTHS… You’ll be on the Forbes List of the World’s 100 Richest People. Your children will listen to you. So will your spouse. You’ll rank on Page 1 for at least one keyword.**Promise.
  • 69. No, Seriously, How Do I Measure Progress?We recommend measuring SEO progress once a month.Use tracking sheets for what changes you make to SEO factors and when,so you can associate results with efforts and adjust tactics accordingly.
  • 70. No, Seriously, How Do I Measure Progress?We recommend measuring SEO progress once a month.Use tracking sheets for what changes you make to SEO factors and when,so you can associate results with efforts and adjust tactics accordingly. Here are 10 metrics to track: 1. Google Rankings 2. # of Site Visitors (via Search, Referral, Direct) 3. Bounce Rate 4. Average Time Spent by Visitors on Site 5. # of Keywords Driving Search Traffic 6. # of Indexed Pages 7. # of Backlinks 8. # of Likes, Shares, Followers, Retweets, Repins 9. Click Through Rate 10. Leads & Conversions
  • 71. +1 225 279 6091pr@panoramicessentials.com