SEO for Stock Agencies and Photographers

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SEO for Stock Agencies and Photographers

  1. 1. SEO FOR STOCK Why taking good pictures isn’t enough to succeed in the 21st century 1 Sunday, October 17, 2010
  2. 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. 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. 4. UNIVERSAL SEARCH & INSTANT SEARCH 4 7 Sunday, October 17, 2010
  5. 5. GOOGLE IMAGES 10 5 Sunday, October 17, 2010
  6. 6. WHERE’S YOUR WEBSITE? The way we search is ever evolving 6 Sunday, October 17, 2010
  7. 7. WHAT FACTORS AFFECT SEO? Usage 13% Domain On-Page 29% 15% Links 43% Source: Rand Fishkin/SEOMoz.org Sunday, October 17, 2010
  8. 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. 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. 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. 11. PAGE TITLES & META DESCRIPTION 11 13 Sunday, October 17, 2010
  12. 12. PAGE TITLES & META DESCRIPTION 12 14 Sunday, October 17, 2010
  13. 13. PAGE TITLES & META DESCRIPTION 13 15 Sunday, October 17, 2010
  14. 14. PAGE TITLES & META DESCRIPTION 14 16 Sunday, October 17, 2010
  15. 15. KEYWORDS, CAPTIONS, ETC 15 17 Sunday, October 17, 2010
  16. 16. KEYWORDS, CAPTIONS, ETC 16 18 Sunday, October 17, 2010
  17. 17. KEYWORDS, CAPTIONS, ETC 17 19 Sunday, October 17, 2010
  18. 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. 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. 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. 21 28 Sunday, October 17, 2010
  22. 22. CELLULAR OBSCURA 22 29 Sunday, October 17, 2010
  23. 23. USE SOCIAL MEDIA • Is Twitter viable for selling stock? • Is a Facebook fanpage viable for stock? 23 26 Sunday, October 17, 2010
  24. 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. 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. 26. BIG FOOTPRINT HELPS BRAND MANAGEMENT 26 27 Sunday, October 17, 2010
  27. 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. 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. 29. GOOGLE ADWORDS KEYWORD TOOL https://adwords.google.com/select/KeywordToolExternal 29 31 Sunday, October 17, 2010
  30. 30. SEARCH YOUR KEYWORDS 30 32 Sunday, October 17, 2010
  31. 31. MAJESTIC SEO v 31 33 Sunday, October 17, 2010
  32. 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. 33. GOOGLE ANALYTICS www.google.com/analytics 33 Sunday, October 17, 2010
  34. 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. 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. 36. GET THE KIT photoshelter.com/mkt/research 36 38 Sunday, October 17, 2010
  37. 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

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