SEO For Photographers

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SEO For Photographers

  1. 1. SEPTEMBER 2011 for photographers SEO
  2. 2. Hello, Photographers. I’m Chris. Youth High School Photography St. Louis, MO Ladue Horton Watkins OneLouderPhoto.com PhotoShelter.com 5 32 College 2 Washington University (in St. Louis!)
  3. 3. What We’ll Cover Today... <ul><li>What’s the Goal of Search Engine Optimization? </li></ul><ul><li>What is SEO? </li></ul><ul><li>Why should you care? </li></ul><ul><li>What SEO looks like in 2011 </li></ul><ul><li>The Factors that effect SEO </li></ul><ul><li>Just Do It - Step-by-step practical SEO </li></ul>
  4. 4. There once was a man... <ul><li>Googled “cowboy boots” </li></ul><ul><li>Clicked justinboots.com </li></ul><ul><li>Found a nice pair </li></ul><ul><li>Ordered online </li></ul><ul><li>Tried them on </li></ul><ul><li>Much happiness </li></ul>
  5. 5. MAD LIB: Deconstruction A __________ needed some ______________, but didn’t know much about them. So he Googled for ______________, and clicked on one of the top search results. The website, _______________, was information-rich, and he was able to learn more about ________________ without having to pick up the phone or send an e-mail. guy cowboy boots justinboots.com cowboy boots cowboy boots
  6. 6. MAD LIB: Making it click A _______________ needed a _____________ , but didn’t know much about it. So he Googled for ________________, and clicked on one of the top search results. The website, __________________, was information-rich, and he was able to learn more about _____________________ without having to pick up the phone or send an e-mail. magazine editor concert image Elton John Photos onelouderphoto.com concert photography
  7. 7. The ones that got away <ul><li>Caiman Crocodile Belly </li></ul><ul><li>$1,295.00 </li></ul><ul><li>Page 12 of Google </li></ul>
  8. 8. (1) The Goal of SEO Searching for your own name and finding your own website is not SEO. The goal is unsolicited web traffic.
  9. 9. (2) So what is SEO? <ul><li>missouri photojournalist </li></ul><ul><li>central west end portrait photographer </li></ul><ul><li>best st.louis wedding photographer </li></ul><ul><li>stl botanical garden stock photos </li></ul><ul><li>frontenac family photographer </li></ul>Good SEO anticipates what your customers are searching for How do you rank for the terms you need as a photographer?
  10. 10. “ I don’t care about all that SEO stuff. I just want my website to look good.” <ul><li>48.4 million daily newspaper Audit Bureau of Circulation </li></ul><ul><li>285 million watch TV monthly Nielsen A2/M2 Three Screen Report </li></ul><ul><li>28 billion searches monthly official stated figures Google </li></ul>(3) Why should I care about SEO?
  11. 11. We Asked Photo Buyers http://www.photoshelter.com/mkt/research/
  12. 12. Internet Search Engines? Part of their image buying routine. 61%
  13. 13. (4) What SEO Looks like in 2011 <ul><li>Universal Search and the SERP </li></ul><ul><li>Local Search </li></ul><ul><li>Google Images </li></ul><ul><li>Social Media </li></ul><ul><li>“ Long Tail” Search </li></ul>“ This ain’t your uncles AOL.com”
  14. 14. Universal search & SERP
  15. 15. Local search is huge google.com/places
  16. 16. Google Places Page
  17. 17. Google images
  18. 18. A tree falling in the forest
  19. 19. OMG. Good news for photographers?
  20. 20. The “Long Tail” matters
  21. 21. SEO doesn’t exist without good content <ul><li>On-page factors only account for 14% of SEO, but without content, there’s nothing to index </li></ul><ul><li>Unique page titles with relevant text! </li></ul><ul><li>Descriptive pages with unique content </li></ul><ul><li>Longer pages seem to rank better </li></ul>“ So what is good content?”
  22. 22. (5) Factors affecting SEO SEOMoz, 2011 Search Engine Ranking Factors
  23. 23. On-page: Title and meta description
  24. 24. On-page: Title and meta description
  25. 25. On-page: Title and meta description
  26. 26. On-page: Title and meta description
  27. 27. On-page: Relevant text
  28. 28. What we see
  29. 29. What Skynet Google sees
  30. 30. You must build links <ul><li>Link to yourself: </li></ul><ul><ul><li>Build a blog </li></ul></ul><ul><ul><li>Join trade and community sites </li></ul></ul><ul><li>Get others to link to you: </li></ul><ul><ul><li>Guest write articles on other sites </li></ul></ul><ul><ul><li>Shoot something interesting </li></ul></ul><ul><ul><li>Use social media </li></ul></ul><ul><ul><li>Get influential sites to link to you </li></ul></ul>Every link is an endorsement or vote.
  31. 31. Anchor text matters <ul><li>POORLY OPTIMIZED Grover took some shots of the Empire State Building. </li></ul><ul><li>STILL POORLY OPTIMIZED Grover took some photos of the Empire State Building. </li></ul><ul><li>OPTIMIZED Grover took the best photos of the Empire State Building . </li></ul>
  32. 32. Socialize
  33. 33. (6) Just do it! <ul><li>Create a keyword hitlist of 20-50 words that you want to rank for </li></ul><ul><li>Compare this to the Adwords Keyword Tool to refine the list </li></ul><ul><li>Run searches against the terms in your list to assess the competition </li></ul><ul><li>Run a backlink analysis so that you can understand which terms are attainable </li></ul>Step-by-step to practical SEO
  34. 34. Sanity check your keywords google “adwords keyword tool”
  35. 35. Assess your online competition
  36. 36. Backlink analysis majesticseo.com
  37. 37. Monitor your results <ul><li>Google Analytics can tell you if SEO is working. </li></ul><ul><li>% of traffic from search engine. </li></ul><ul><li># of keywords driving search traffic. </li></ul>
  38. 38. Don’t be the needle in the haystack <ul><li>Increase your online footprint </li></ul><ul><li>Publish more pages of content </li></ul><ul><li>Publish on more websites </li></ul><ul><li>Make it easier for people to find you on the places where they hang out </li></ul>
  39. 39. I’m not making this up <ul><li>If your website and marketing efforts don’t include SEO, you’re missing free traffic </li></ul><ul><li>Effective SEO results in real sales and revenue </li></ul><ul><li>SEO is a long-term commitment, so start today! </li></ul>
  40. 40. Get more info photoshelter.com/mkt/research
  41. 41. Connect with PhotoShelter <ul><li>blog.photoshelter.com </li></ul><ul><li>facebook.com/photoshelter </li></ul><ul><li>@photoshelter </li></ul><ul><li>vimeo.com/photoshelter </li></ul>

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