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JUNE 2011SEARCH ENGINEOPTIMIZATIONfor photographers
There once was a man... •         Googled “toilet seats” •         Clicked Kohler.com •         Found a “quiet close” seat...
The one that got away 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 ...
That ain’t SEOSearching for your own name and nding your          own website is not SEO.                                e...
Where is your website?Good SEO anticipates what others aresearching for •       DC photojournalist •       reston portrait...
Recognize anyone? 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 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 ...
Universal search & SERP 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 ...
Local search is huge	                                           google.com/places P H O T O S H E LT E R | S E A R C H E N...
Google images 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   10
A tree falling in the forest 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...
OMG. Good news for photographers? 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 ...
SEO doesn’t exist without good content •       On-page factors only account for 14% of SEO, but without         content, t...
Factors affecting SEOSEOMoz, 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 ...
On-page: Title and meta descriptionText 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 ...
On-page: Title and meta description 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 ...
On-page: Title and meta description 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 ...
On-page: Title and meta description 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 ...
On-page: Relevant text 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...
What we see 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   20
What Skynet Google sees 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 ...
You must build linksEvery link is an endorsement or vote. •       Link to yourself:       •         Build a blog       •  ...
Anchor text mattersPOORLY OPTIMIZEDGrover took some shots of the Empire State Building.STILL POORLY OPTIMIZEDGrover took s...
Don’t be the needle in the haystack •       Increase your online footprint •       Publish more pages of content •       P...
Socialize 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   25
Just do itStep-by-step to practical SEO •       Create a keyword hitlist of 20-50 words that you want to rank         for ...
Sanity check your keywords                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...
Assess your online competition 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...
Backlink analysis 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 resultsGoogle Analytics can tell you if SEO is working.% of traffic from search engine.# of keywords driving ...
I’m not making this up •       If your website and marketing efforts don’t include SEO,         you’re missing free traffic •...
Get more info                                             photoshelter.com/mkt/research P H O T O S H E LT E R | S E A R C...
Connect with PhotoShelter        blog.photoshelter.com        facebook.com/photoshelter        @photoshelter        vimeo....
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SEO for Photographers (June 2011)

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Transcript of "SEO for Photographers (June 2011)"

  1. 1. JUNE 2011SEARCH ENGINEOPTIMIZATIONfor photographers
  2. 2. There once was a man... • Googled “toilet seats” • Clicked Kohler.com • Found a “quiet close” seat • Ordered online • Installed it • Much happiness 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 2
  3. 3. The one that got away 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 3
  4. 4. That ain’t SEOSearching for your own name and nding your own website is not SEO. e goal is unsolicited web traffic. 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 4
  5. 5. Where is your website?Good SEO anticipates what others aresearching for • DC photojournalist • reston portrait photographer • best vienna wedding photographer • lincoln memorial stock photo 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 5
  6. 6. Recognize anyone? 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 6
  7. 7. The “Long Tail” matters 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 7
  8. 8. Universal search & SERP 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 8
  9. 9. Local search is huge 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 9
  10. 10. Google images 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 10
  11. 11. A tree falling in the forest 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 11
  12. 12. OMG. Good news for photographers? 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 12
  13. 13. 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 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 13
  14. 14. Factors affecting SEOSEOMoz, 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 14
  15. 15. On-page: Title and meta descriptionText 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 15
  16. 16. On-page: Title and meta description 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 16
  17. 17. On-page: Title and meta description 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 17
  18. 18. On-page: Title and meta description 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 18
  19. 19. On-page: Relevant text 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 19
  20. 20. What we see 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 20
  21. 21. What Skynet Google sees 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 21
  22. 22. You must build linksEvery link is an endorsement or vote. • 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 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 22
  23. 23. Anchor text mattersPOORLY OPTIMIZEDGrover took some shots of the Empire State Building.STILL POORLY OPTIMIZEDGrover took some photos of the Empire State Building.OPTIMIZEDGrover took the best photos of the Empire State Building. 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 23
  24. 24. 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 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 24
  25. 25. Socialize 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 25
  26. 26. Just do itStep-by-step to practical SEO • 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 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 26
  27. 27. Sanity check your keywords 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 27
  28. 28. Assess your online competition 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 28
  29. 29. Backlink analysis 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 29
  30. 30. Monitor your resultsGoogle Analytics can tell you if SEO is working.% of traffic from search engine.# of keywords driving search traffic. 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 30
  31. 31. 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! 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 31
  32. 32. Get more info 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 32
  33. 33. Connect with PhotoShelter blog.photoshelter.com facebook.com/photoshelter @photoshelter vimeo.com/photoshelter 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 33
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