SEO & Why It Matters

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PhotoShelter CEO, Allen Murabayashi, presents the latest on SEO for photographers at the Telluride Photo Festival 2010.

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SEO & Why It Matters

  1. 1. SEO & WHY IT MATTERS Why taking good pictures isn’t enough to succeed in the 21st century 1 Thursday, September 23, 2010
  2. 2. Hello, World. I’m Allen 0 37 Youth Honolulu, HI College Yale University Penthouse Internet hotjobs.com PhotoShelter.com Thursday, September 23, 2010
  3. 3. THERE ONCE WAS A MAN... • Googled “toilet seats” • Clicked Kohler.com • Found a “quiet close” seat • Ordered online • Installed it • Much happiness 2 3 Thursday, September 23, 2010
  4. 4. MAD LIB DECONSTRUCTION 4 4 Thursday, September 23, 2010
  5. 5. MAD LIB: RAISING THE BAR BY LOWERING THE SEAT guy toilet seat A __________ needed a __________, but didn’t know much about it. So he Googled for toilet seat and ________, clicked on one of the top search results. The website, kohler.com was information-rich, and he was able to ________, toilet seats learn more about ___________ without having to pick up the phone or send an e-mail. Because the website had e-commerce, he was able to toilet seat purchase the _________ online at night from the toilet seat comfort of his own home. The __________ arrived a days few __________ later, and the customer was very _________, and made a mad lib about his experience. happy 5 5 Thursday, September 23, 2010
  6. 6. MAD LIB: THINGS ARE STARTING TO CLICK magazine editor travel image A _____________ needed a __________, but didn’t waikiki photo know much about it. So he Googled for __________, and clicked on one of the top search results. The website, hawaiipics.com was information-rich, and he ____________, beach photos was able to learn more about ___________ without having to pick up the phone or send an e-mail. Because the website had e-commerce, he was able to image purchase the _________ online at night from the image comfort of his own home. The __________ arrived a seconds few __________ later, and the customer was very relieved _________, and made a mad lib about his experience. 6 6 Thursday, September 23, 2010
  7. 7. THE ONE THAT GOT AWAY 7 7 Thursday, September 23, 2010
  8. 8. photoshelter.com/survey We asked photo buyers Thursday, September 23, 2010
  9. 9. Internet Search Engines? Part of their image buying routine. 61% Thursday, September 23, 2010
  10. 10. Searching for your name and finding your own website isn’t SEO. The goal is unsolicited web traffic. PHOTOGRAPHY WEBSITES: SEO & WHY IT MATTERS | PHOTOSHELTER RESEARCH 2009 | 10 Thursday, September 23, 2010
  11. 11. WHERE’S YOUR WEBSITE? When a user searches for: – telluride adventure photographer – pepsi center aerial photo – commercial photographers denver – tim tebow portrait 11 Thursday, September 23, 2010
  12. 12. “I don’t care about all that SEO stuff. I just want my website to look good.” 48.4 million daily newspaper Audit Bureau of Circulation 285 million watch TV monthly Nielsen A2/M2 Three Screen Report 14 billion core search monthly comScore Media Metrix PHOTOGRAPHY WEBSITES: SEO & WHY IT MATTERS | PHOTOSHELTER RESEARCH 2009 | 12 Thursday, September 23, 2010
  13. 13. Two types of photographers PHOTOGRAPHY WEBSITES: SEO & WHY IT MATTERS | PHOTOSHELTER RESEARCH 2009 | Thursday, September 23, 2010
  14. 14. Two types of photographers Share with family & friends only Seek a wider audience PHOTOGRAPHY WEBSITES: SEO & WHY IT MATTERS | PHOTOSHELTER RESEARCH 2009 | Thursday, September 23, 2010
  15. 15. Seek a wider audience • Sell prints & products • Licence stock images • Sign-up for newsletter SEO can help extend your potential audience by generating unsolicted visitors PHOTOGRAPHY WEBSITES: SEO & WHY IT MATTERS | PHOTOSHELTER RESEARCH 2009 | Thursday, September 23, 2010
  16. 16. THE MANY FACES OF GOOGLE • Universal & Instant Search • 10-pack & Google Places • Google Images • Blog, News, Shopping, etc 16 6 Thursday, September 23, 2010
  17. 17. UNIVERSAL SEARCH & INSTANT SEARCH 17 7 Thursday, September 23, 2010
  18. 18. THE GOOGLE “PACKS” 18 8 Thursday, September 23, 2010
  19. 19. GET IN THE 10-PACK http://www.google.com/places 19 9 Thursday, September 23, 2010
  20. 20. GOOGLE IMAGES 20 10 Thursday, September 23, 2010
  21. 21. GOLDEN TRIANGLE 21 11 Thursday, September 23, 2010
  22. 22. WHAT FACTORS AFFECT SEO? Usage 13 Domain On-Page 30 15 Links 44 Source: Rand Fishkin/SEOMoz.org Thursday, September 23, 2010
  23. 23. WHAT FACTORS AFFECT SEO? Usage 13 Domain Trust/Authority On-Page 30 of the Domain & 15 Registration Info • Trust • Domain Age • TLD • IP Address Links 44 23 Thursday, September 23, 2010
  24. 24. WHAT FACTORS AFFECT SEO? Usage 13 Links & Anchor Text Domain On-Page 30 15 • Inbound Links • Distance from Trusted Domain • PageRank • Anchor Text The most Links important factors 44 24 Thursday, September 23, 2010
  25. 25. WHAT FACTORS AFFECT SEO? Usage 13 On-Page Factors On-Page Domain 15 30 • Page Titles • Meta Desc • Descriptive URL • ALT data You can do it! Links 44 25 Thursday, September 23, 2010
  26. 26. WHAT FACTORS AFFECT SEO? Usage 13 Usage & Social Domain On-Page 30 15 • Time on site • Bounce rate • Historical clicks • “Social Graph” Probably of Links increasing 44 importance 26 Thursday, September 23, 2010
  27. 27. SEO CHECKLIST • Domain – Register a domain (in your own country) 27 Thursday, September 23, 2010
  28. 28. DOMAIN: REGISTER A DOMAIN • Register a domain • Be geographically aware • Register for a few years 28 Thursday, September 23, 2010
  29. 29. SEO CHECKLIST • Domain – Register a domain (in your own country) – Add it to business directories, trade organization directories 29 Thursday, September 23, 2010
  30. 30. google.com/places ecom.yahoo.com/dir/submit/intro/ Free $299/year 30 Thursday, September 23, 2010
  31. 31. SEO CHECKLIST • Domain – Register a domain (in your own country) – Add it to business directories, trade organization directories • On-Page Factors – Create unique page titles 31 Thursday, September 23, 2010
  32. 32. ON-PAGE: TITLE & META DESCRIPTION Thursday, September 23, 2010
  33. 33. ON-PAGE: TITLE & META DESCRIPTION Thursday, September 23, 2010
  34. 34. ON-PAGE: TITLE & META DESCRIPTION Thursday, September 23, 2010
  35. 35. ON-PAGE: TITLE & META DESCRIPTION Thursday, September 23, 2010
  36. 36. ON-PAGE: TITLE & META DESCRIPTION Thursday, September 23, 2010
  37. 37. PAGE TITLES & META DESCRIPTION 37 16 Thursday, September 23, 2010
  38. 38. ON-PAGE: TITLE & META DESCRIPTION • Page title is the most important on-page factor • Create unique page titles and meta descriptions • The order of keywords in titles correlates strongly with SEO ranking • Title: 70 char; Desc: 140 char • Put your name at the end of the title • Description should be considered as “ad copy” for your SERP 38 Thursday, September 23, 2010
  39. 39. SEO CHECKLIST • Domain – Register a domain (in your own country) – Add it to business directories, trade organization directories • On-Page Factors – Create unique page titles – Caption & keyword your images 39 Thursday, September 23, 2010
  40. 40. Search Engine and “SEO” to-do list Thursday, September 23, 2010
  41. 41. SEO CHECKLIST • Domain – Register a domain (in your own country) – Add it to business directories, trade organization directories • On-Page Factors – Create unique page titles – Caption & keyword your images – Use the ALT attribute in your IMG tag 41 Thursday, September 23, 2010
  42. 42. ON-PAGE: ALT ATTRIBUTE 42 Thursday, September 23, 2010
  43. 43. ON-PAGE: ALT ATTRIBUTE 43 Thursday, September 23, 2010
  44. 44. SEO CHECKLIST • Domain – Register a domain (in your own country) – Add it to business directories, trade organization directories • On-Page Factors – Create unique page titles – Caption & keyword your images – Use the ALT attribute in your IMG tag – Avoid FLASH 44 Thursday, September 23, 2010
  45. 45. BEWARE OF FLASH WEBSITES 45 Thursday, September 23, 2010
  46. 46. “Most SEO experts would recommend not using Flash.” “Flash pages attract far fewer links than their HTML brethren” – Rand Fishkin, SEOMoz 46 Thursday, September 23, 2010
  47. 47. SEO CHECKLIST • Domain – Register a domain (in your own country) – Add it to business directories, trade organization directories • On-Page Factors – Create unique page titles – Caption & keyword your images – Use the ALT attribute in your IMG tag – Avoid FLASH • Build Links! – Photograph compelling material 47 Thursday, September 23, 2010
  48. 48. 48 Thursday, September 23, 2010
  49. 49. CELLULAR OBSCURA 49 29 Thursday, September 23, 2010
  50. 50. SEO CHECKLIST • Domain – Register a domain (in your own country) – Add it to business directories, trade organization directories • On-Page Factors – Create unique page titles – Caption & keyword your images – Use the ALT attribute in your IMG tag – Avoid FLASH • Build Links! – Photograph compelling material – Update frequently 50 Thursday, September 23, 2010
  51. 51. SEO CHECKLIST • Domain – Register a domain (in your own country) – Add it to business directories, trade organization directories • On-Page Factors – Create unique page titles – Caption & keyword your images – Use the ALT attribute in your IMG tag – Avoid FLASH • Build Links! – Photograph compelling material – Update frequently – Consider a blog 51 Thursday, September 23, 2010
  52. 52. • Not an online journal • An SEO machine • Don’t forget anchor text • Create compelling content regularly • Beneficial even if no one is reading 52 Thursday, September 23, 2010
  53. 53. ANCHOR TEXT MATTERS POORLY OPTIMIZED Grover took some shots of the Empire State Building. STILL POORLY OPTIMIZED Grover took some photos of the Empire State Building. OPTIMIZED Grover took the best photos of the Empire State Building. 53 Thursday, September 23, 2010
  54. 54. 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 54 30 Thursday, September 23, 2010
  55. 55. ADWORDS KEYWORD TOOL https://adwords.google.com/select/KeywordToolExternal 55 31 Thursday, September 23, 2010
  56. 56. SEARCH YOUR KEYWORDS 56 32 Thursday, September 23, 2010
  57. 57. MAJESTIC SEO The #1 result has 483 backlinks from 137 domains. 57 33 Thursday, September 23, 2010
  58. 58. SEO CHECKLIST • Domain – Register a domain (in your own country) – Add it to business directories, trade organization directories • On-Page Factors – Create unique page titles – Caption & keyword your images – Use the ALT attribute in your IMG tag – Avoid FLASH • Build Links! – Photograph compelling material – Update frequently – Consider a blog – Trade links (do not buy them) 58 Thursday, September 23, 2010
  59. 59. SEO CHECKLIST • Domain – Register a domain (in your own country) – Add it to business directories, trade organization directories • On-Page Factors – Create unique page titles – Caption & keyword your images – Use the ALT attribute in your IMG tag – Avoid FLASH • Build Links! – Photograph compelling material – Update frequently – Consider a blog – Trade links (do not buy them) • Measure & Analyze – Install analytics and webmaster 59 Thursday, September 23, 2010
  60. 60. If you don’t measure, how can you track progress? PHOTOGRAPHY WEBSITES: SEO & WHY IT MATTERS | PHOTOSHELTER RESEARCH 2009 | 60 Thursday, September 23, 2010
  61. 61. GOOGLE ANALYTICS WWW.GOOGLE.COM/ANALYTICS Thursday, September 23, 2010
  62. 62. TRAFFIC SOURCES IN GOOGLE ANALYTICS Thursday, September 23, 2010
  63. 63. SEO CHECKLIST • Domain – Register a domain (in your own country) – Add it to business directories, trade organization directories • On-Page Factors – Create unique page titles – Caption & keyword your images – Use the ALT attribute in your IMG tag – Avoid FLASH • Build Links! – Photograph compelling material – Update frequently – Consider a blog – Trade links (do not buy them) • Measure & Analyze – Install analytics and webmaster 63 Thursday, September 23, 2010
  64. 64. SEO CHECKLIST • Domain – Register a domain (in your own country) – Add it to business directories, trade organization directories • On-Page Factors – Create unique page titles – Caption & keyword your images – Use the ALT attribute in your IMG tag – Avoid FLASH • Build Links! – Photograph compelling material – Update frequently – Consider a blog – Trade links (do not buy them) • Measure & Analyze – Install analytics and webmaster – Track the # of keywords and pages getting traffic from search engines 64 Thursday, September 23, 2010
  65. 65. VISITS REFERRED BY KEYWORDS Thursday, September 23, 2010
  66. 66. DISTINCT PAGES RECEIVING VISITS Thursday, September 23, 2010
  67. 67. SEO CHECKLIST • Domain – Register a domain (in your own country) – Add it to business directories, trade organization directories • On-Page Factors – Create unique page titles – Caption & keyword your images – Use the ALT attribute in your IMG tag – Avoid FLASH • Build Links! – Photograph compelling material – Update frequently – Consider a blog – Trade links (do not buy them) • Measure & Analyze – Install analytics and webmaster – Track the # of indexed pages and backlinks – Track the # of keywords and pages getting traffic from search engines • Create a Massive Online Footprint 67 Thursday, September 23, 2010
  68. 68. DON’T BE THE NEEDLE IN THE HAYSTACK • Increase your online footprint • Publish more pages of content • Publish on more websites 68 26 Thursday, September 23, 2010
  69. 69. BIG FOOTPRINT HELPS BRAND MANAGEMENT 69 27 Thursday, September 23, 2010
  70. 70. 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! 70 37 Thursday, September 23, 2010
  71. 71. GET THE KIT photoshelter.com/mkt/research 71 38 Thursday, September 23, 2010
  72. 72. 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! 72 39 Thursday, September 23, 2010

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