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Photographers on the Web<br />How to get the best out of very little<br />
Focus Topics<br />Understand<br />Improve<br />Engage<br />Succeed<br />
Who am I?<br />Matt Hill, Marketing Communications Manager at MAC Group<br />Empiricist<br />Photographer<br />Videographe...
Why does this matter?<br />Evaluate everything in context<br />The Web is your most potentially powerful marketing tool<br...
Why is the Web so important?<br />
Why is the Web so important?<br />Language<br />Search<br />Sharing is easy<br />Democracy of information<br />
But we’re photographers!<br />Images are our language<br />Use alt tags<br />A description of what is in the photograph fo...
What is SEO?<br />Search Engine Optimization<br />This is the process of performing tasks on your website to increase your...
Simple SEO practices<br />Always have text on your homepage<br />Fill in the Title and Description META tags on every page...
Simple SEO practices (con’t)<br />Monitor yourself and your competition with Google News Alerts<br />Add content regularly...
Google explained<br />Natural (organic) results<br />Left side of Google, best links win<br />Pay-per-click (PPC)<br />Pai...
Transparency<br />Almost everything is open on the Web.<br />Research your peers’ successes!<br />Learn the tricks and eva...
Transparency<br />You must also be transparent<br />Be a niche<br />What you do can be scrutinized and researched<br />
Your Blog<br />Did you know that 9 of 10 of WPPI’s 2008 Young Guns have blogs?<br />If possible, host your own instead of ...
WPPI Young Guns Who Blog: 2008<br />	Ryan Schembri:SITE: http://www.ryanschembri.com/BLOG: http://ryanschembri.blogspot.co...
Technorati<br />
Your website<br />Pick three to five phrases that uniquely-identify the business you want to bring in.<br />Include these ...
Good practices: your image gallery<br />Name your files descriptively<br />Always use “alt tags”<br />Whenever possible, u...
Image safety<br />Your copyrighted work should be protected as best you can.<br />Flash is wonderful for photographs as pr...
How do I improve my organic rankings?<br />Use the phrases you target as being important to your business when posting on ...
YouTube<br />2nd most SEARCHED website - why?<br />People learn differently, some like to watch<br />Tagging – very import...
Your videos on other sites<br />Comments on this page:<br />was doing some looking and came across this and thought it mig...
Notable YouTube users<br />Chase Jarvis (1,123,766 views, 34 videos)<br />Mark Wallace (972,476 views, 23 videos)<br />Joe...
How can I monetize on YouTube?<br />Make videos that people like<br />Put in a promo for your book, seminar or service<br ...
Marketing yourself on the Web <br />PPC (Pay-Per-Click)<br />Fast, somewhat expensive, easy<br />Geo-target for your busin...
Marketing yourself on the Web (II)<br />Do something interesting<br />Try a project you’ve never done before that stretche...
Resources who can help you<br />livebooks.com<br />clickbooq.com<br />dripbook.com<br />neonsky.com<br />getparade.com<br />
Your hitlist<br />Install Google Analytics - make reading it a coffee habit<br />Engage in SEO on your site – copy, conten...
Suggested Reading<br />“Meatball Sundae” Seth Godin<br />“The Long Tail” Chris Anderson<br />“Permission Marketing” Seth G...
Suggested Websites<br />http://www.google.com/analytics/<br />http://www.verticalresponse.com/<br />http://www.google.com/...
Photographers who blog<br />Matthew Jordan Smith<br />http://matthewjordansmith.blogspot.com/<br />Scarlett Lillian<br />h...
Thank you!<br />Matt Hill<br />Marketing Communications Manager<br />MAC Group<br />MACgroupUS.com<br />MattH@MACgroupUS.c...
This presentation<br />UltimateHill.com/WPPI<br />Will be posted by end of week if you’d like to share.<br />
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WPPI 2009

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WPPI 2009

  1. 1. Photographers on the Web<br />How to get the best out of very little<br />
  2. 2. Focus Topics<br />Understand<br />Improve<br />Engage<br />Succeed<br />
  3. 3. Who am I?<br />Matt Hill, Marketing Communications Manager at MAC Group<br />Empiricist<br />Photographer<br />Videographer<br />Artist<br />Blogger<br />Analytics Addict<br />
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  9. 9. Why does this matter?<br />Evaluate everything in context<br />The Web is your most potentially powerful marketing tool<br />You must go where people go to increase your business<br />Wouldn’t it be grand to have fun while you’re doing it?<br />
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  11. 11. Why is the Web so important?<br />
  12. 12. Why is the Web so important?<br />Language<br />Search<br />Sharing is easy<br />Democracy of information<br />
  13. 13. But we’re photographers!<br />Images are our language<br />Use alt tags<br />A description of what is in the photograph for search engines<br />An alternative thing to display when in an email<br />It’s part of your SEO strategy<br />
  14. 14. What is SEO?<br />Search Engine Optimization<br />This is the process of performing tasks on your website to increase your natural rankings on search engines<br />
  15. 15. Simple SEO practices<br />Always have text on your homepage<br />Fill in the Title and Description META tags on every page<br />Alt tag your images<br />Write copy for humans – use words that would attract your clients<br />Cross-link within your site with good keyword phrases<br />
  16. 16. Simple SEO practices (con’t)<br />Monitor yourself and your competition with Google News Alerts<br />Add content regularly<br />Ask your peers/industry leaders to link to you, and offer the same in return<br />
  17. 17. Google explained<br />Natural (organic) results<br />Left side of Google, best links win<br />Pay-per-click (PPC)<br />Paid ads that should be relevant to the search<br />
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  27. 27. Transparency<br />Almost everything is open on the Web.<br />Research your peers’ successes!<br />Learn the tricks and evaluate where to spend your time in context of what works for others.<br />Look at source code META tags<br />Look at inbound links<br />Search on phrases, look at those sites<br />
  28. 28. Transparency<br />You must also be transparent<br />Be a niche<br />What you do can be scrutinized and researched<br />
  29. 29. Your Blog<br />Did you know that 9 of 10 of WPPI’s 2008 Young Guns have blogs?<br />If possible, host your own instead of using blogspot or wordpress hosted blogs<br />If not, just start it for the sake of doing it, and migrate it when you get the time/resources.<br />Pick a niche and be good at it.<br />
  30. 30. WPPI Young Guns Who Blog: 2008<br /> Ryan Schembri:SITE: http://www.ryanschembri.com/BLOG: http://ryanschembri.blogspot.com/Jesh de Rox:SITE: http://www.jeshderox.com/BLOG: http://jeshderoxweddings.blogspot.comJim Garner:SITE: http://www.jgarnerphoto.com/BLOG: http://jgarnerphoto.bigfolioblog.com/Catherine Hall:SITE: http://www.catherinehall.net/BLOG: http://catherinehall.typepad.com/catherine_hall_studios/<br /> Gene Higa:SITE: http://www.genehiga.com/BLOG: http://homepage.mac.com/genehiga/iblog/David Jay:SITE: http://www.davidjay.com/BLOG: http://opensourcephoto.blogspot.com/Mike Larson:SITES: http://www.mikelarsonphoto.com/http://www.mikelarson.com/BLOG: http://www.mikelarson.com/blog/JB and DeEtteSallee:SITE: http://www.salleephotography.com/BLOG: http://www.salleephotography.com/blog/Jose Villa:SITE: http://www.josevillaphoto.com/BLOG: http://josevilla.bigfolioblog.com/Lori Nordstrom:SITE: http://www.nordstromphoto.com/BLOG: http://nordstromphoto.typepad.com/John Solano:SITE: http://www.imagemakr.com<br />
  31. 31. Technorati<br />
  32. 32. Your website<br />Pick three to five phrases that uniquely-identify the business you want to bring in.<br />Include these phrases in your body copy 2-5 times per page – where relevant.<br />Each webpage should have a single goal, and corresponding call to action<br />Always include text contact info. Do not make it an image or buried in Flash. If you can’t copy-and-paste it, then neither can your website’s visitors.<br />Use the H1, H2, H3 tags<br />
  33. 33. Good practices: your image gallery<br />Name your files descriptively<br />Always use “alt tags”<br />Whenever possible, use text around or near your images<br />
  34. 34. Image safety<br />Your copyrighted work should be protected as best you can.<br />Flash is wonderful for photographs as protection and fullscreen viewing, and only recently have Google and Adobe announced that search engines will be able to index its contents.<br />In a blog, watermark and let it go…<br />Consider Flickr for exposure. Tag everything.<br />
  35. 35. How do I improve my organic rankings?<br />Use the phrases you target as being important to your business when posting on your site and blog.<br />Visit other blogs – leave comments with a link to your site<br />Ask other people you network with to put a link to your site<br />Blog about gear – manufacturers might pick up mentions in PR or their blogs<br />Hire an SEO consultant, or study up on the Web. It is a worthy investment, but takes time (3-6 months)<br />Send your images to the companies whose gear you use – many are looking for content to add to their sites, or like linking to creative photographers who use their gear<br />List your awards with links out to other sites, ask them to link to you<br />Add more content on a scheduled basis<br />
  36. 36. YouTube<br />2nd most SEARCHED website - why?<br />People learn differently, some like to watch<br />Tagging – very important!<br />Want to learn more about photography? Isn’t a video more instructive?<br />Viral sharing – embedding and social bookmarking links part of the interface<br />
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  45. 45. Your videos on other sites<br />Comments on this page:<br />was doing some looking and came across this and thought it might at least help out a little bit maybe. and if you would like more try out youtube.com.<br />that was really informative... [and intimidating!!! lol]  ... thanks for sharing that! <br />Snap Factory has wonderful videos on You Tube.  I highly recommend watching all of them. <br />
  46. 46. Notable YouTube users<br />Chase Jarvis (1,123,766 views, 34 videos)<br />Mark Wallace (972,476 views, 23 videos)<br />Joe McNally (255,469 views, 6 videos)<br />(Totals gathered from YouTube on 1/29/08)<br />
  47. 47. How can I monetize on YouTube?<br />Make videos that people like<br />Put in a promo for your book, seminar or service<br />Link back to your site<br />Include your URL in the video<br />If popular, use YouTube’s ad serviceyoutube.com/advertise<br />
  48. 48. Marketing yourself on the Web <br />PPC (Pay-Per-Click)<br />Fast, somewhat expensive, easy<br />Geo-target for your business<br />Something to do while waiting for SEO results<br />Test your phrases<br />Search Engine Marketing (SEM)<br />Site-Targeted<br />
  49. 49. Marketing yourself on the Web (II)<br />Do something interesting<br />Try a project you’ve never done before that stretches your abilities. Post it. Email it.<br />Add an opt-in to your website and blog now.<br />Send regularly scheduled email updates to your opt-in list (with “Forward to a Friend” turned on)<br />
  50. 50. Resources who can help you<br />livebooks.com<br />clickbooq.com<br />dripbook.com<br />neonsky.com<br />getparade.com<br />
  51. 51. Your hitlist<br />Install Google Analytics - make reading it a coffee habit<br />Engage in SEO on your site – copy, content, tag<br />SEM – Google AdWords<br />Start a blog on your website, find your voice<br />Engage: visit other blogs, read, comment, link back<br />Be yourself: you will attract the customers you desire<br />Network – Facebook, blogs<br />Model Mayhem<br />MySpace Profile<br />Twitter<br />Content, content, content!<br />
  52. 52. Suggested Reading<br />“Meatball Sundae” Seth Godin<br />“The Long Tail” Chris Anderson<br />“Permission Marketing” Seth Godin<br />“The Search” John Battelle<br />
  53. 53. Suggested Websites<br />http://www.google.com/analytics/<br />http://www.verticalresponse.com/<br />http://www.google.com/adwords/<br />http://SethGodin.com/sg/<br />
  54. 54. Photographers who blog<br />Matthew Jordan Smith<br />http://matthewjordansmith.blogspot.com/<br />Scarlett Lillian<br />http://scarlettlillian.blogspot.com/<br />Jim DiVitale<br />http://divitalephotography.blogspot.com/<br />David Hobby<br />http://strobist.blogspot.com/<br />Chase Jarvis<br />http://blog.chasejarvis.com/blog/<br />Mark Wallace<br />http://blog.snapfactory.com/<br />Joe McNally<br />http://www.joemcnally.com/blog/<br />Vincent Laforet<br />http://blog.vincentlaforet.com/<br />
  55. 55. Thank you!<br />Matt Hill<br />Marketing Communications Manager<br />MAC Group<br />MACgroupUS.com<br />MattH@MACgroupUS.com<br />914-784-2666<br />
  56. 56. This presentation<br />UltimateHill.com/WPPI<br />Will be posted by end of week if you’d like to share.<br />

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