Download - SEO For Photographers

Transcript
Page 1: SEO For Photographers

SEPTEMBER 2011

for photographers

SEO

Page 2: SEO For Photographers

PHOTOSHELTER | SEARCH ENGINE OPTIMIZATION FOR PHOTOGRAPHERS 2

Hello, Photographers. I’m Chris.

Youth High School Photograp

hy

St. Louis, MOLadue Horton Watkins

OneLouderPhoto.comPhotoShelter.com

5

32

CollegeWashington University

(in St. Louis!)

Page 3: SEO For Photographers

PHOTOSHELTER | SEARCH ENGINE OPTIMIZATION FOR PHOTOGRAPHERS 3

What We’ll Cover Today...

(1)What’s the Goal of Search Engine Optimization?(2)What is SEO?(3)Why should you care?(4)What SEO looks like in 2011(5)The Factors that effect SEO(6) Just Do It - Step-by-step practical SEO

Page 4: SEO For Photographers

PHOTOSHELTER | SEARCH ENGINE OPTIMIZATION FOR PHOTOGRAPHERS 4

There once was a man...

• Googled “cowboy boots”

• Clicked justinboots.com• Found a nice pair• Ordered online• Tried them on• Much happiness

Page 5: SEO For Photographers

PHOTOSHELTER | SEARCH ENGINE OPTIMIZATION FOR PHOTOGRAPHERS 5

MAD LIB: DeconstructionA __________ 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 bootsjustinboots.com

cowboy boots

cowboy boots

Page 6: SEO For Photographers

PHOTOSHELTER | SEARCH ENGINE OPTIMIZATION FOR PHOTOGRAPHERS 6

MAD LIB: Making it clickA _______________ 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 Photosonelouderphoto.com

concert photography

Page 7: SEO For Photographers

PHOTOSHELTER | SEARCH ENGINE OPTIMIZATION FOR PHOTOGRAPHERS 7

The ones that got away

• Caiman Crocodile Belly• $1,295.00• Page 12 of Google

Page 8: SEO For Photographers

PHOTOSHELTER | SEARCH ENGINE OPTIMIZATION FOR PHOTOGRAPHERS 8

Searching for your own name and finding your own website is not

SEO.The goal is unsolicited web traffic.

(1) The Goal of SEO

Page 9: SEO For Photographers

PHOTOSHELTER | SEARCH ENGINE OPTIMIZATION FOR PHOTOGRAPHERS 9

(2) So what is SEO?

• missouri photojournalist• central west end portrait photographer• best st.louis wedding photographer• stl botanical garden stock photos• frontenac family photographer

Good SEO anticipates what your customers are searching for

How do you rank for the terms you need as a photographer?

Page 10: SEO For Photographers

PHOTOSHELTER | SEARCH ENGINE OPTIMIZATION FOR PHOTOGRAPHERS 10

“I don’t care about all that SEO stuff. I just want my website to

look good.”

(3) Why should I care about SEO?

• 48.4 million daily newspaperAudit Bureau of Circulation

• 285 million watch TV monthlyNielsen A2/M2 Three Screen Report

• 28 billion searches monthlyofficial stated figures Google

Page 11: SEO For Photographers

PHOTOSHELTER | SEARCH ENGINE OPTIMIZATION FOR PHOTOGRAPHERS 11

We Asked Photo Buyers

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

Page 12: SEO For Photographers

PHOTOSHELTER | SEARCH ENGINE OPTIMIZATION FOR PHOTOGRAPHERS 12

Internet Search Engines?

Part of their image buying routine.

61%

Page 13: SEO For Photographers

PHOTOSHELTER | SEARCH ENGINE OPTIMIZATION FOR PHOTOGRAPHERS 13

“This ain’t your uncles AOL.com”

(4) What SEO Looks like in 2011

• Universal Search and the SERP• Local Search• Google Images• Social Media• “Long Tail” Search

Page 14: SEO For Photographers

PHOTOSHELTER | SEARCH ENGINE OPTIMIZATION FOR PHOTOGRAPHERS 14

Universal search & SERP

Page 15: SEO For Photographers

PHOTOSHELTER | SEARCH ENGINE OPTIMIZATION FOR PHOTOGRAPHERS 15

Local search is huge

google.com/places

Page 16: SEO For Photographers

PHOTOSHELTER | SEARCH ENGINE OPTIMIZATION FOR PHOTOGRAPHERS 16

Google Places Page

Page 17: SEO For Photographers

PHOTOSHELTER | SEARCH ENGINE OPTIMIZATION FOR PHOTOGRAPHERS 17

Google images

Page 18: SEO For Photographers

PHOTOSHELTER | SEARCH ENGINE OPTIMIZATION FOR PHOTOGRAPHERS 18

A tree falling in the forest

Page 19: SEO For Photographers

PHOTOSHELTER | SEARCH ENGINE OPTIMIZATION FOR PHOTOGRAPHERS 19

OMG. Good news for photographers?

Page 20: SEO For Photographers

PHOTOSHELTER | SEARCH ENGINE OPTIMIZATION FOR PHOTOGRAPHERS 20

The “Long Tail” matters

Page 21: SEO For Photographers

PHOTOSHELTER | SEARCH ENGINE OPTIMIZATION FOR PHOTOGRAPHERS 21

SEO doesn’t exist without good content

• On-page factors only account for 14% of SEO, but without content, there’s nothing to index

• Unique page titles with relevant text!• Descriptive pages with unique content• Longer pages seem to rank better

“So what is good content?”

Page 22: SEO For Photographers

PHOTOSHELTER | SEARCH ENGINE OPTIMIZATION FOR PHOTOGRAPHERS 22

(5) Factors affecting SEO

SEOMoz, 2011 Search Engine Ranking Factors

Page 23: SEO For Photographers

PHOTOSHELTER | SEARCH ENGINE OPTIMIZATION FOR PHOTOGRAPHERS 23

On-page: Title and meta description

Page 24: SEO For Photographers

PHOTOSHELTER | SEARCH ENGINE OPTIMIZATION FOR PHOTOGRAPHERS 24

On-page: Title and meta description

Page 25: SEO For Photographers

PHOTOSHELTER | SEARCH ENGINE OPTIMIZATION FOR PHOTOGRAPHERS 25

On-page: Title and meta description

Page 26: SEO For Photographers

PHOTOSHELTER | SEARCH ENGINE OPTIMIZATION FOR PHOTOGRAPHERS 26

On-page: Title and meta description

Page 27: SEO For Photographers

PHOTOSHELTER | SEARCH ENGINE OPTIMIZATION FOR PHOTOGRAPHERS 27

On-page: Relevant text

Page 28: SEO For Photographers

PHOTOSHELTER | SEARCH ENGINE OPTIMIZATION FOR PHOTOGRAPHERS 28

What we see

Page 29: SEO For Photographers

PHOTOSHELTER | SEARCH ENGINE OPTIMIZATION FOR PHOTOGRAPHERS 29

What Skynet Google sees

Page 30: SEO For Photographers

PHOTOSHELTER | SEARCH ENGINE OPTIMIZATION FOR PHOTOGRAPHERS 30

Every link is an endorsement or vote.

You must build links

• Link to yourself:• Build a blog• Join trade and community sites

• Get others to link to you:• Guest write articles on other sites• Shoot something interesting• Use social media• Get influential sites to link to you

Page 31: SEO For Photographers

PHOTOSHELTER | SEARCH ENGINE OPTIMIZATION FOR PHOTOGRAPHERS 31

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.

Page 32: SEO For Photographers

PHOTOSHELTER | SEARCH ENGINE OPTIMIZATION FOR PHOTOGRAPHERS 32

Socialize

Page 33: SEO For Photographers

PHOTOSHELTER | SEARCH ENGINE OPTIMIZATION FOR PHOTOGRAPHERS 33

Step-by-step to practical SEO

(6) Just do it!

• 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

Page 34: SEO For Photographers

PHOTOSHELTER | SEARCH ENGINE OPTIMIZATION FOR PHOTOGRAPHERS 34

Sanity check your keywords

google “adwords keyword tool”

Page 35: SEO For Photographers

PHOTOSHELTER | SEARCH ENGINE OPTIMIZATION FOR PHOTOGRAPHERS 35

Assess your online competition

Page 36: SEO For Photographers

PHOTOSHELTER | SEARCH ENGINE OPTIMIZATION FOR PHOTOGRAPHERS 36

Backlink analysis

majesticseo.com

Page 37: SEO For Photographers

PHOTOSHELTER | SEARCH ENGINE OPTIMIZATION FOR PHOTOGRAPHERS 37

Monitor your results

• Google Analytics can tell you if SEO is working.

• % of traffic from search engine.

• # of keywords driving search traffic.

Page 38: SEO For Photographers

PHOTOSHELTER | SEARCH ENGINE OPTIMIZATION FOR PHOTOGRAPHERS 38

Don’t be the needle in the haystack

• Increase your online footprint• Publish more pages of content• Publish on more websites• Make it easier for people to find you on the

places where they hang out

Page 39: SEO For Photographers

PHOTOSHELTER | SEARCH ENGINE OPTIMIZATION FOR PHOTOGRAPHERS 39

I’m not making this up

• 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!

Page 40: SEO For Photographers

PHOTOSHELTER | SEARCH ENGINE OPTIMIZATION FOR PHOTOGRAPHERS 40

Get more info

photoshelter.com/mkt/research

Page 41: SEO For Photographers

PHOTOSHELTER | SEARCH ENGINE OPTIMIZATION FOR PHOTOGRAPHERS 41

Connect with PhotoShelter

• blog.photoshelter.com• facebook.com/photoshelter• @photoshelter• vimeo.com/photoshelter