seo & why it matters

SEO & WHYIT MATTERS

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Why taking good pictures isn’t enough to succeed in the 21st century

Thursday, September 23, 2010

Hello, World. I’m Allen

YouthCollege

Internet

Honolulu, HI

Yale University

hotjobs.comPhotoShelter.com

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Penthouse


• Googled “toilet seats”

• Clicked Kohler.com

• Found a “quiet close” seat

• Ordered online

• Installed it

• Much happiness

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THERE ONCE WAS A MAN...

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MAD LIB

DECONSTRUCTION

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MAD LIB: RAISING THE BAR BY LOWERING THE SEAT

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.

Because the website had e-commerce, he was able to purchase the _________ online at night from the comfort of his own home. The __________ arrived a few __________ later, and the customer was very _________, and made a mad lib about his experience.

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guy toilet seattoilet seat

kohler.comtoilet seats

toilet seattoilet seat

dayshappy


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MAD LIB: THINGS ARE STARTING TO 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.

Because the website had e-commerce, he was able to purchase the _________ online at night from the comfort of his own home. The __________ arrived a few __________ later, and the customer was very _________, and made a mad lib about his experience.

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magazine editor travel imagewaikiki photo

hawaiipics.combeach photos

imageimage

secondsrelieved


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THE ONE THAT GOT AWAY

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We askedphotobuyers

photoshelter.com/survey


Part of their image buying routine.

Internet Search Engines?

61%


PHOTOGRAPHY WEBSITES: SEO & WHY IT MATTERS | PHOTOSHELTER RESEARCH 2009 |

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:– telluride adventure photographer

– pepsi center aerial photo

– commercial photographers denver

– tim tebow portrait

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

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48.4 million daily newspaperAudit Bureau of Circulation

285 million watch TV monthlyNielsen A2/M2 Three Screen Report

14 billion core search monthlycomScore Media Metrix



Two types of photographers



Two types of photographers

Seek a wider audienceShare with family & friends only



Seek a wider audience

• Sell prints & products

• Licence stock images

• Sign-up for newsletter

SEO can help extend your potential audience by generating unsolicted visitors


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THE MANY FACES OF GOOGLE

• Universal & Instant Search• 10-pack & Google Places• Google Images• Blog, News, Shopping, etc

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UNIVERSAL SEARCH & INSTANT SEARCH

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THE GOOGLE “PACKS”

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GET IN THE 10-PACK

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http://www.google.com/places


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GOOGLE IMAGES

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GOLDEN TRIANGLE

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WHAT FACTORS AFFECT SEO?

Domain30

Links44

On-Page15

Usage13

Source: Rand Fishkin/SEOMoz.org



Trust/Authority of the Domain & Registration Info

• Trust

• Domain Age

• TLD

• IP Address

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Domain30

Links44

On-Page15

Usage13



Links & Anchor Text

• Inbound Links

• Distance from Trusted Domain

• PageRank

• Anchor Text

The most important factors

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Domain30

Links44

On-Page15

Usage13



On-Page Factors

• Page Titles• Meta Desc• Descriptive

URL• ALT data

You can do it!

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Domain30

Links44

On-Page15

Usage13



Usage & Social

• Time on site• Bounce rate• Historical

clicks• “Social Graph”

Probably of increasing importance

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Domain30

Links44

On-Page15

Usage13


SEO CHECKLIST

• Domain

– Register a domain (in your own country)

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DOMAIN: REGISTER A DOMAIN

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• Register a domain

• Be geographically aware

• Register for a few years


SEO CHECKLIST

• Domain


– Add it to business directories, trade organization directories

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google.com/placesFree

ecom.yahoo.com/dir/submit/intro/$299/year


SEO CHECKLIST

• Domain



• On-Page Factors

– Create unique page titles

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ON-PAGE: TITLE & META DESCRIPTION


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PAGE TITLES & META DESCRIPTION

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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

• Domain



• On-Page Factors


– Caption & keyword your images

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Search Engine and “SEO” to-do list


SEO CHECKLIST

• Domain



• On-Page Factors



– Use the ALT attribute in your IMG tag

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ON-PAGE: ALT ATTRIBUTE

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ON-PAGE: ALT ATTRIBUTE

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SEO CHECKLIST

• Domain



• On-Page Factors




– Avoid FLASH

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BEWARE OF FLASH WEBSITES

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“Most SEO experts would recommend not using Flash.”

“Flash pages attract far fewer links than their HTML brethren”

– Rand Fishkin, SEOMoz

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SEO CHECKLIST

• Domain



• On-Page Factors




– Avoid FLASH

• Build Links!

– Photograph compelling material

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CELLULAR OBSCURA

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SEO CHECKLIST

• Domain



• On-Page Factors




– Avoid FLASH

• Build Links!


– Update frequently

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SEO CHECKLIST

• Domain



• On-Page Factors




– Avoid FLASH

• Build Links!



– Consider a blog

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• Not an online journal

• An SEO machine

• Don’t forget anchor text

• Create compelling content regularly

• Beneficial even if no one is reading


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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CONTENT MATTERS

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• 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


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ADWORDS KEYWORD TOOL

https://adwords.google.com/select/KeywordToolExternal

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SEARCH YOUR KEYWORDS

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MAJESTIC SEO

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The #1 result has 483 backlinks from 137 domains.


SEO CHECKLIST

• Domain



• On-Page Factors




– Avoid FLASH

• Build Links!



– Consider a blog

– Trade links (do not buy them)

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SEO CHECKLIST

• Domain



• On-Page Factors




– Avoid FLASH

• Build Links!



– Consider a blog


• Measure & Analyze

– Install analytics and webmaster

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If you don’t measure,how can you track progress?

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GOOGLE ANALYTICSWWW.GOOGLE.COM/ANALYTICS


http://www.google.com/analytics

http://www.google.com/analytics

TRAFFIC SOURCES IN GOOGLE ANALYTICS


SEO CHECKLIST

• Domain



• On-Page Factors




– Avoid FLASH

• Build Links!



– Consider a blog




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SEO CHECKLIST

• Domain



• On-Page Factors




– Avoid FLASH

• Build Links!



– Consider a blog




– Track the # of keywords and pages getting traffic from search engines

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VISITS REFERRED BY KEYWORDS


DISTINCT PAGES RECEIVING VISITS


SEO CHECKLIST

• Domain



• On-Page Factors




– Avoid FLASH

• Build Links!



– Consider a blog




– Track the # of indexed pages and backlinks

– Track the # of keywords and pages getting traffic from search engines

• Create a Massive Online Footprint

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DON’T BE THE NEEDLE IN THE HAYSTACK

• Increase your online footprint• Publish more pages of content• Publish on more websites

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BIG FOOTPRINT HELPS BRAND MANAGEMENT

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• 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!

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SEO IS REAL

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GET THE KIT

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photoshelter.com/mkt/research


• 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

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WHAT’S PHOTOSHELTER?

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Try it for $1 for 14 days!


seo & why it matters

Business

seo checklist domain

newsletter seo

seo stuff

website isnt seo

matters photoshelter

domain trustauthorityonpage

page factors

mostlinksimportant factors