How SEO, social media, analytics and online marketing can make multimedia viable

THE BEST
CAMERA ISN’T
THE ONE WITH
VIDEO
How SEO, social media, analytics and online
marketing can make multimedia viable
1

Wednesday, May 19, 2010

Hello, World. I’m Allen

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37

Youth
Honolulu, HI College
Yale University
Penthouse Internet
hotjobs.com
PhotoShelter.com


American Idol
19.6 million May 2010
12.5 rating

TheCSI
Cosby Show 30.5 million May 1986
10.3 million May 2010 rating
34.9

PHOTOSHELTER RESEARCH 2010 |
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ALLEN’S OBVIOUS TENET #1

Content consumption is increasing,
but distribution is more diffuse

4



The perceived value of content
inversely correlates to the ease of
production

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ALLEN’S LESS OBVIOUS TENET #3

Viable distribution channels
will always be scarce

7


ALLEN’S OBSCURE TENET #4

If Content is King,
Marketing is the Boston Celtics.

8


I. Search Engine Optimization
II. Social Media
III. Analytics
IV. Blogging
V. Conversion

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THERE ONCE WAS A MAN...

• Googled “toilet seats”
• Clicked Kohler.com
• Found a “quiet close” seat
• Ordered online
• Installed it
• Much happiness

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10


MAD LIB
DECONSTRUCTION

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11


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
12


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.

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13


THE ONE THAT GOT AWAY

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14


Searching for your name and finding
your own website isn’t SEO.

The goal is unsolicited web traffic.

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WHERE’S YOUR WEBSITE?

When a user searches for:
– syracuse multimedia producer
– best wedding video nyc
– canon 5d video seminar

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GOOGLE PLACES

google.com/local/add

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GOLDEN TRIANGLE

• In eye-tracking and
mouse-tracking studies,
most clicking occurs in
the top 3 positions
• Drops dramatically
“below fold”
• SEO is about being on
page 1

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WHAT FACTORS AFFECT SEO?

Usage
13
Domain
On-Page
30
15

Links
44

Source: Rand Fishkin/SEOMoz.org



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

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Usage
13
On-Page Factors
On-Page Domain
15 30
• Page Titles
• Meta Desc
• Descriptive
URL
• ALT data
You can do it!
Links
44

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SEO CHECKLIST

• On-Page Factors (aka Good Content)

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ON-PAGE: TITLE & META DESCRIPTION


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

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SEO CHECKLIST

• On-Page Factors
– Create unique page titles
– Caption & keyword your images

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Search Engine and “SEO” to-do list


ON-PAGE: KEYWORDS & CAPTIONS

• Search engines cannot read embedded meta
data (yet)
• Your website needs to redisplay this data next
to your images
• Create a keyword “hit list” of terms that you’d
like to rank for in search engines

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GOOGLE ADWORDS
ADWORDS.GOOGLE.COM


SEO CHECKLIST

• On-Page Factors

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SEO CHECKLIST

• On-Page Factors
• Build Links!
– Photograph compelling material

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SHAWN ROCCO: CELLULAR OBSCURA

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“GOOD” CONTENT IS VISIBLE TO SEARCH ENGINES

37


SEO CHECKLIST

• On-Page Factors
• Build Links!
– Update frequently

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SEO CHECKLIST

• On-Page Factors
• Build Links!
– Update frequently
– Anchor text matters

39


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.

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SEO STARTS WITH GOOD CONTENT

Good “content” simply means
• Keyword-rich textual content
• Topical focus which meets the
expectation of the viewr
• Regular updates
• Broad-based and growing

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II. Social Media
III. Analytics
IV. Blogging
V. Conversion

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INCREASE YOUR ONLINE FOOTPRINT

Should I be on Twitter?
Should I be on Facebook?
Should I be on LinkedIn?

Answer #1:
Yes, for brand management

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44



Don’t be the needle in the haystack.
Be the haystack.

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The goal of social media for business:
• NOT mindless interaction
• It’s a conduit to your website points of
conversion

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Should I be on Twitter?
Should I be on Facebook?
Should I be on LinkedIn?

Answer #2:
I don’t know. Test and analyze.

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II. Social Media
III. Analytics
IV. Blogging
V. Conversion

48


TRAFFIC SOURCES IN GOOGLE ANALYTICS


VISITS REFERRED BY KEYWORDS


GOOGLE ANALYTICS “INTELLIGENCE” REPORTS


II. Social Media
III. Analytics
IV. Blogging
V. Conversion

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BLOGGING FOR PHOTOGRAPHERS

Two types of bloggers
• Those who can amass a large
audience
• Everyone else

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YOU ARE NOT VINCENT LAFORET

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BLOGGING FOR PHOTOGRAPHERS

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SEO STARTS WITH GOOD CONTENT

Your blog is not an online journal
• It’s an SEO machine
• You pick the topics
• You pick the keywords and phrases
• You create backlinks

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II. Social Media
III. Analytics
IV. Blogging
V. Conversion

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WHAT’S CONVERSION?

Conversion is getting people to do
what you want them to do.

• If your website is only an online
portfolio, then the only conversion is
getting people to look at images
• If you have e-commerce, then you can
create the ultimate conversion –
making money 24/7.

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THE NYT & YOUTUBE DON’T DEAD END

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WHAT IF WE ACTED LIKE START-UPS

...and split tested our content, using conversion % as the
Key Performance Indicator (KPI)

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...and leveraged our community to help with content
creation while increasing their loyalty

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...and forced ourselves to have a mission statement for
multimedia instead of doing it b/c our cameras have video

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ALLEN’S UNINTELLIGIBLE TENET #5

Multimedia’s promise is unfulfilled.
The vision is a decade old.
You can change that.

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http://www.photoshelter.com/mkt/research


How SEO, social media, analytics and online marketing can make multimedia viable

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