seo for stock agencies and photographers
DESCRIPTION
for the PACA Conference in NYCTRANSCRIPT
SEO FORSTOCK
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Why taking good pictures isn’t enough to succeed in the 21st century
Sunday, October 17, 2010
SEO FOR STOCK | OCTOBER 2010
“SEO doesn’t matter to me. I license stock photos.”
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48.4 million daily newspaperAudit Bureau of Circulation
285 million watch TV monthlyNielsen A2/M2 Three Screen Report
16 billion core search monthlycomScore Media Metrix/September 2010
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WHERE’S YOUR WEBSITE?
When a user searches for:– medical stock images– pacific bottlenose dolphin photo
– environmental stock photos
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UNIVERSAL SEARCH & INSTANT SEARCH
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GOOGLE IMAGES
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WHERE’S YOUR WEBSITE?
The way we search is ever evolving
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WHAT FACTORS AFFECT SEO?
Domain29%
Links43%
On-Page15%
Usage13%
Source: Rand Fishkin/SEOMoz.org
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WHAT FACTORS AFFECT SEO?
Links & Anchor Text
• Inbound Links
• Distance from Trusted Domain
• PageRank
• Anchor Text
The most important factors
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Domain29%
Links43%
On-Page15%
Usage13%
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WHAT FACTORS AFFECT SEO?
Usage & Social
• Time on site• Bounce rate• Historical
clicks• “Social Graph”
Of increasing importance
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Domain29%
Links43%
On-Page15%
Usage13%
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WHAT FACTORS AFFECT SEO?
On-Page Factors
• Page Titles• Meta Desc• Descriptive
URL• ALT data
You can do it!
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Domain29%
Links43%
On-Page15%
Usage13%
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PAGE TITLES & META DESCRIPTION
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PAGE TITLES & META DESCRIPTION
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PAGE TITLES & META DESCRIPTION
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PAGE TITLES & META DESCRIPTION
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KEYWORDS, CAPTIONS, ETC
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KEYWORDS, CAPTIONS, ETC
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KEYWORDS, CAPTIONS, ETC
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ON-PAGE RECAP
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• 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
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BUILD LINKS
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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
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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
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CELLULAR OBSCURA
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USE SOCIAL MEDIA
• Is Twitter viable for selling stock?• Is a Facebook fanpage viable for stock?
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USE SOCIAL MEDIA
• A generation that grew up with Facebook is now buying images. What is the expectation of that cohort?
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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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HOW AM I DOING RIGHT NOW?
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• Go to Grader.com• Run the Website Grader to get an SEO grade with
suggestions on improvement
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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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GOOGLE 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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v
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PHOTOGRAPHY WEBSITES: SEO & WHY IT MATTERS | PHOTOSHELTER RESEARCH 2009 |
Don’t take my word for it.Measure your own success.
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GOOGLE ANALYTICSwww.google.com/analytics
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Google Analytics can tell you if SEO is working.
% of traffic from search engine.
# of keywords driving search traffic.
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GAUGING YOUR RESULTS
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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
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• 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!
Sunday, October 17, 2010