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SEO for Stock Agencies and Photographers
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SEO for Stock Agencies and Photographers

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for the PACA Conference in NYC

for the PACA Conference in NYC

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  • 1. SEO FOR STOCK Why taking good pictures isn’t enough to succeed in the 21st century 1 Sunday, October 17, 2010
  • 2. “SEO doesn’t matter to me. I license stock photos.” 48.4 million daily newspaper Audit Bureau of Circulation 285 million watch TV monthly Nielsen A2/M2 Three Screen Report 16 billion core search monthly comScore Media Metrix/September 2010 SEO FOR STOCK | OCTOBER 2010 2 Sunday, October 17, 2010
  • 3. WHERE’S YOUR WEBSITE? When a user searches for: – medical stock images – pacific bottlenose dolphin photo – environmental stock photos 3 Sunday, October 17, 2010
  • 4. UNIVERSAL SEARCH & INSTANT SEARCH 4 7 Sunday, October 17, 2010
  • 5. GOOGLE IMAGES 10 5 Sunday, October 17, 2010
  • 6. WHERE’S YOUR WEBSITE? The way we search is ever evolving 6 Sunday, October 17, 2010
  • 7. WHAT FACTORS AFFECT SEO? Usage 13% Domain On-Page 29% 15% Links 43% Source: Rand Fishkin/SEOMoz.org Sunday, October 17, 2010
  • 8. WHAT FACTORS AFFECT SEO? Usage 13% Links & Anchor Text On-Page Domain 15% 29% • Inbound Links • Distance from Trusted Domain • PageRank • Anchor Text Links 43% The most important factors 8 Sunday, October 17, 2010
  • 9. WHAT FACTORS AFFECT SEO? Usage 13% Usage & Social Domain On-Page 15% 29% • Time on site • Bounce rate • Historical clicks Links • “Social Graph” 43% Of increasing importance 9 Sunday, October 17, 2010
  • 10. WHAT FACTORS AFFECT SEO? Usage 13% On-Page Factors On-Page Domain 15% 29% • Page Titles • Meta Desc • Descriptive URL Links • ALT data 43% You can do it! 10 Sunday, October 17, 2010
  • 11. PAGE TITLES & META DESCRIPTION 11 13 Sunday, October 17, 2010
  • 12. PAGE TITLES & META DESCRIPTION 12 14 Sunday, October 17, 2010
  • 13. PAGE TITLES & META DESCRIPTION 13 15 Sunday, October 17, 2010
  • 14. PAGE TITLES & META DESCRIPTION 14 16 Sunday, October 17, 2010
  • 15. KEYWORDS, CAPTIONS, ETC 15 17 Sunday, October 17, 2010
  • 16. KEYWORDS, CAPTIONS, ETC 16 18 Sunday, October 17, 2010
  • 17. KEYWORDS, CAPTIONS, ETC 17 19 Sunday, October 17, 2010
  • 18. ON-PAGE RECAP • Unique page titles and meta descriptions on every page • Keywords/captions and other textual data where possible • ALT attributes in our images • Publish as many pages of content as possible • Publish regularly • Publish a sitemap to your pages and images 18 20 Sunday, October 17, 2010
  • 19. BUILD LINKS You MUST build links to get SEO juice. • Link to yourself: • Build a blog • Join trade and community sites • Get others to link to you: • Photograph compelling material • Guest write articles on other sites • Use social media 19 24 Sunday, October 17, 2010
  • 20. CONSIDER A BLOG • Not an online journal • An SEO machine • Don’t forget anchor text • Create compelling content regularly • Beneficial even if no one is reading 20 26 Sunday, October 17, 2010
  • 21. 21 28 Sunday, October 17, 2010
  • 22. CELLULAR OBSCURA 22 29 Sunday, October 17, 2010
  • 23. USE SOCIAL MEDIA • Is Twitter viable for selling stock? • Is a Facebook fanpage viable for stock? 23 26 Sunday, October 17, 2010
  • 24. USE SOCIAL MEDIA • A generation that grew up with Facebook is now buying images. What is the expectation of that cohort? 24 26 Sunday, October 17, 2010
  • 25. DON’T BE THE NEEDLE IN THE HAYSTACK • Increase your online footprint • Publish more pages of content • Publish on more websites 25 26 Sunday, October 17, 2010
  • 26. BIG FOOTPRINT HELPS BRAND MANAGEMENT 26 27 Sunday, October 17, 2010
  • 27. HOW AM I DOING RIGHT NOW? • Go to Grader.com • Run the Website Grader to get an SEO grade with suggestions on improvement 27 30 Sunday, October 17, 2010
  • 28. CONTENT MATTERS • Create a keyword hitlist of 20-50 words that you want to rank for • Compare this to the Adwords Keyword Tool to refine 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 28 30 Sunday, October 17, 2010
  • 29. GOOGLE ADWORDS KEYWORD TOOL https://adwords.google.com/select/KeywordToolExternal 29 31 Sunday, October 17, 2010
  • 30. SEARCH YOUR KEYWORDS 30 32 Sunday, October 17, 2010
  • 31. MAJESTIC SEO v 31 33 Sunday, October 17, 2010
  • 32. Don’t take my word for it. Measure your own success. PHOTOGRAPHY WEBSITES: SEO & WHY IT MATTERS | PHOTOSHELTER RESEARCH 2009 | 32 Sunday, October 17, 2010
  • 33. GOOGLE ANALYTICS www.google.com/analytics 33 Sunday, October 17, 2010
  • 34. GAUGING YOUR RESULTS Google Analytics can tell you if SEO is working. % of traffic from search engine. # of keywords driving search traffic. 34 36 Sunday, October 17, 2010
  • 35. SEO IS REAL • 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! 35 37 Sunday, October 17, 2010
  • 36. GET THE KIT photoshelter.com/mkt/research 36 38 Sunday, October 17, 2010
  • 37. WHAT’S PHOTOSHELTER? • Websites and tools for serious photographers • Automates many of the on-page SEO factors • Easily integrate Google Analytics • E-commerce, high-res downloads, private galleries, and much more • Used by over 65,000 photographers worldwide Try it for $1 for 14 days! 37 39 Sunday, October 17, 2010