THE BEST CAMERA ISNrsquoT THE ONE WITH VIDEO
1
How SEO social media analytics and online marketing can make multimedia viable
Wednesday May 19 2010
Hello World Irsquom Allen
YouthCollege
Internet
Honolulu HI
Yale University
hotjobscomPhotoSheltercom
0
37
Penthouse
Wednesday May 19 2010
PHOTOSHELTER RESEARCH 2010 | 3
American Idol196 million May 2010
125 rating
CSI103 million May 2010
The Cosby Show305 million May 1986
349 rating
Wednesday May 19 2010
PHOTOSHELTER RESEARCH 2010 |
Content consumption is increasing but distribution is more diffuse
4
ALLENrsquoS OBVIOUS TENET 1
Wednesday May 19 2010
PHOTOSHELTER RESEARCH 2010 |
The perceived value of content inversely correlates to the ease of
production
5
ALLENrsquoS OBVIOUS TENET 2
Wednesday May 19 2010
PHOTOSHELTER RESEARCH 2010 | 6
ALLENrsquoS OBVIOUS TENET 2
Wednesday May 19 2010
PHOTOSHELTER RESEARCH 2010 |
Viable distribution channels will always be scarce
7
ALLENrsquoS LESS OBVIOUS TENET 3
Wednesday May 19 2010
PHOTOSHELTER RESEARCH 2010 |
If Content is KingMarketing is the Boston Celtics
8
ALLENrsquoS OBSCURE TENET 4
Wednesday May 19 2010
PHOTOSHELTER RESEARCH 2010 |
I Search Engine OptimizationII Social MediaIII AnalyticsIV BloggingV Conversion
9
Wednesday May 19 2010
bull Googled ldquotoilet seatsrdquo
bull Clicked Kohlercom
bull Found a ldquoquiet closerdquo seat
bull Ordered online
bull Installed it
bull Much happiness
10
THERE ONCE WAS A MAN
2
Wednesday May 19 2010
11
MAD LIB
DECONSTRUCTION
4
Wednesday May 19 2010
12
MAD LIB RAISING THE BAR BY LOWERING THE SEAT
A __________ needed a __________ but didnrsquot 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
5
guy toilet seattoilet seat
kohlercomtoilet seats
toilet seattoilet seat
dayshappy
Wednesday May 19 2010
13
MAD LIB THINGS ARE STARTING TO CLICK
A _____________ needed a __________ but didnrsquot 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
6
magazine editor travel imagewaikiki photo
hawaiipicscombeach photos
imageimage
secondsrelieved
Wednesday May 19 2010
14
THE ONE THAT GOT AWAY
7
Wednesday May 19 2010
PHOTOSHELTER RESEARCH 2010 |
Searching for your name and finding your own website isnrsquot SEO
The goal is unsolicited web traffic
15
Wednesday May 19 2010
WHERErsquoS YOUR WEBSITE
When a user searches forndash syracuse multimedia producer
ndash best wedding video nyc
ndash canon 5d video seminar
16
Wednesday May 19 2010
17
Wednesday May 19 2010
GOOGLE PLACES
googlecomlocaladd
18
Wednesday May 19 2010
19
Wednesday May 19 2010
GOLDEN TRIANGLE
bull In eye-tracking and mouse-tracking studies most clicking occurs in the top 3 positions
bull Drops dramatically ldquobelow foldrdquo
bull SEO is about being on page 1
20
Wednesday May 19 2010
WHAT FACTORS AFFECT SEO
Domain30
Links44
On-Page15
Usage13
Source Rand FishkinSEOMozorg
Wednesday May 19 2010
WHAT FACTORS AFFECT SEO
Links amp Anchor Text
bull Inbound Links
bull Distance from Trusted Domain
bull PageRank
bull Anchor Text
The most important factors
22
Domain30
Links44
On-Page15
Usage13
Wednesday May 19 2010
WHAT FACTORS AFFECT SEO
On-Page Factors
bull Page Titlesbull Meta Descbull Descriptive
URLbull ALT data
You can do it
23
Domain30
Links44
On-Page15
Usage13
Wednesday May 19 2010
SEO CHECKLIST
bull On-Page Factors (aka Good Content)
24
Wednesday May 19 2010
ON-PAGE TITLE amp META DESCRIPTION
Wednesday May 19 2010
ON-PAGE TITLE amp META DESCRIPTION
Wednesday May 19 2010
ON-PAGE TITLE amp META DESCRIPTION
Wednesday May 19 2010
ON-PAGE TITLE amp META DESCRIPTION
bull Page title is the most important on-page factor
bull Create unique page titles and meta descriptions
bull The order of keywords in titles correlates strongly with SEO ranking
bull Title 70 char Desc 140 char
bull Put your name at the end of the title
bull Description should be considered as ldquoad copyrdquo for your SERP
28
Wednesday May 19 2010
SEO CHECKLIST
bull On-Page Factors
ndash Create unique page titles
ndash Caption amp keyword your images
29
Wednesday May 19 2010
Search Engine and ldquoSEOrdquo to-do list
Wednesday May 19 2010
ON-PAGE KEYWORDS amp CAPTIONS
bull Search engines cannot read embedded meta data (yet)
bull Your website needs to redisplay this data next to your images
bull Create a keyword ldquohit listrdquo of terms that yoursquod like to rank for in search engines
31
Wednesday May 19 2010
GOOGLE ADWORDSADWORDSGOOGLECOM
Wednesday May 19 2010
SEO CHECKLIST
bull On-Page Factors
ndash Create unique page titles
ndash Caption amp keyword your images
33
Wednesday May 19 2010
SEO CHECKLIST
bull On-Page Factors
ndash Create unique page titles
ndash Caption amp keyword your images
bull Build Links
ndash Photograph compelling material
34
Wednesday May 19 2010
35
Wednesday May 19 2010
SHAWN ROCCO CELLULAR OBSCURA
36
Wednesday May 19 2010
ldquoGOODrdquo CONTENT IS VISIBLE TO SEARCH ENGINES
37
Wednesday May 19 2010
SEO CHECKLIST
bull On-Page Factors
ndash Create unique page titles
ndash Caption amp keyword your images
bull Build Links
ndash Photograph compelling material
ndash Update frequently
38
Wednesday May 19 2010
SEO CHECKLIST
bull On-Page Factors
ndash Create unique page titles
ndash Caption amp keyword your images
bull Build Links
ndash Photograph compelling material
ndash Update frequently
ndash Anchor text matters
39
Wednesday May 19 2010
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
40
Wednesday May 19 2010
SEO STARTS WITH GOOD CONTENT
Good ldquocontentrdquo simply means
bull Keyword-rich textual content
bull Topical focus which meets the expectation of the viewr
bull Regular updates
bull Broad-based and growing
41
Wednesday May 19 2010
PHOTOSHELTER RESEARCH 2010 |
I Search Engine OptimizationII Social MediaIII AnalyticsIV BloggingV Conversion
42
Wednesday May 19 2010
INCREASE YOUR ONLINE FOOTPRINT
Should I be on TwitterShould I be on FacebookShould I be on LinkedIn
43
Answer 1
Yes for brand management
Wednesday May 19 2010
INCREASE YOUR ONLINE FOOTPRINT
44
Wednesday May 19 2010
INCREASE YOUR ONLINE FOOTPRINT
Donrsquot be the needle in the haystack
Be the haystack
45
Wednesday May 19 2010
INCREASE YOUR ONLINE FOOTPRINT
The goal of social media for business
bull NOT mindless interaction
bull Itrsquos a conduit to your website points of conversion
46
Wednesday May 19 2010
INCREASE YOUR ONLINE FOOTPRINT
Should I be on TwitterShould I be on FacebookShould I be on LinkedIn
47
Answer 2
I donrsquot know Test and analyze
Wednesday May 19 2010
PHOTOSHELTER RESEARCH 2010 |
I Search Engine OptimizationII Social MediaIII AnalyticsIV BloggingV Conversion
48
Wednesday May 19 2010
TRAFFIC SOURCES IN GOOGLE ANALYTICS
Wednesday May 19 2010
VISITS REFERRED BY KEYWORDS
Wednesday May 19 2010
GOOGLE ANALYTICS ldquoINTELLIGENCErdquo REPORTS
Wednesday May 19 2010
PHOTOSHELTER RESEARCH 2010 |
I Search Engine OptimizationII Social MediaIII AnalyticsIV BloggingV Conversion
52
Wednesday May 19 2010
BLOGGING FOR PHOTOGRAPHERS
Two types of bloggers
bull Those who can amass a large audience
bull Everyone else
53
Wednesday May 19 2010
YOU ARE NOT VINCENT LAFORET
54
Wednesday May 19 2010
BLOGGING FOR PHOTOGRAPHERS
55
Wednesday May 19 2010
SEO STARTS WITH GOOD CONTENT
Your blog is not an online journal
bull Itrsquos an SEO machine
bull You pick the topics
bull You pick the keywords and phrases
bull You create backlinks
56
Wednesday May 19 2010
PHOTOSHELTER RESEARCH 2010 |
I Search Engine OptimizationII Social MediaIII AnalyticsIV BloggingV Conversion
57
Wednesday May 19 2010
WHATrsquoS CONVERSION
Conversion is getting people to do what you want them to do
bull If your website is only an online portfolio then the only conversion is getting people to look at images
bull If you have e-commerce then you can create the ultimate conversion ndash making money 247
58
Wednesday May 19 2010
THE NYT amp YOUTUBE DONrsquoT DEAD END
59
Wednesday May 19 2010
WHAT IF WE ACTED LIKE START-UPS
60
and split tested our content using conversion as the Key Performance Indicator (KPI)
Wednesday May 19 2010
WHAT IF WE ACTED LIKE START-UPS
61
and leveraged our community to help with content creation while increasing their loyalty
Wednesday May 19 2010
WHAT IF WE ACTED LIKE START-UPS
62
and forced ourselves to have a mission statement for multimedia instead of doing it bc our cameras have video
Wednesday May 19 2010
PHOTOSHELTER RESEARCH 2010 | 63
ALLENrsquoS UNINTELLIGIBLE TENET 5
Multimediarsquos promise is unfulfilledThe vision is a decade oldYou can change that
Wednesday May 19 2010
httpwwwphotosheltercommktresearch
Wednesday May 19 2010
Hello World Irsquom Allen
YouthCollege
Internet
Honolulu HI
Yale University
hotjobscomPhotoSheltercom
0
37
Penthouse
Wednesday May 19 2010
PHOTOSHELTER RESEARCH 2010 | 3
American Idol196 million May 2010
125 rating
CSI103 million May 2010
The Cosby Show305 million May 1986
349 rating
Wednesday May 19 2010
PHOTOSHELTER RESEARCH 2010 |
Content consumption is increasing but distribution is more diffuse
4
ALLENrsquoS OBVIOUS TENET 1
Wednesday May 19 2010
PHOTOSHELTER RESEARCH 2010 |
The perceived value of content inversely correlates to the ease of
production
5
ALLENrsquoS OBVIOUS TENET 2
Wednesday May 19 2010
PHOTOSHELTER RESEARCH 2010 | 6
ALLENrsquoS OBVIOUS TENET 2
Wednesday May 19 2010
PHOTOSHELTER RESEARCH 2010 |
Viable distribution channels will always be scarce
7
ALLENrsquoS LESS OBVIOUS TENET 3
Wednesday May 19 2010
PHOTOSHELTER RESEARCH 2010 |
If Content is KingMarketing is the Boston Celtics
8
ALLENrsquoS OBSCURE TENET 4
Wednesday May 19 2010
PHOTOSHELTER RESEARCH 2010 |
I Search Engine OptimizationII Social MediaIII AnalyticsIV BloggingV Conversion
9
Wednesday May 19 2010
bull Googled ldquotoilet seatsrdquo
bull Clicked Kohlercom
bull Found a ldquoquiet closerdquo seat
bull Ordered online
bull Installed it
bull Much happiness
10
THERE ONCE WAS A MAN
2
Wednesday May 19 2010
11
MAD LIB
DECONSTRUCTION
4
Wednesday May 19 2010
12
MAD LIB RAISING THE BAR BY LOWERING THE SEAT
A __________ needed a __________ but didnrsquot 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
5
guy toilet seattoilet seat
kohlercomtoilet seats
toilet seattoilet seat
dayshappy
Wednesday May 19 2010
13
MAD LIB THINGS ARE STARTING TO CLICK
A _____________ needed a __________ but didnrsquot 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
6
magazine editor travel imagewaikiki photo
hawaiipicscombeach photos
imageimage
secondsrelieved
Wednesday May 19 2010
14
THE ONE THAT GOT AWAY
7
Wednesday May 19 2010
PHOTOSHELTER RESEARCH 2010 |
Searching for your name and finding your own website isnrsquot SEO
The goal is unsolicited web traffic
15
Wednesday May 19 2010
WHERErsquoS YOUR WEBSITE
When a user searches forndash syracuse multimedia producer
ndash best wedding video nyc
ndash canon 5d video seminar
16
Wednesday May 19 2010
17
Wednesday May 19 2010
GOOGLE PLACES
googlecomlocaladd
18
Wednesday May 19 2010
19
Wednesday May 19 2010
GOLDEN TRIANGLE
bull In eye-tracking and mouse-tracking studies most clicking occurs in the top 3 positions
bull Drops dramatically ldquobelow foldrdquo
bull SEO is about being on page 1
20
Wednesday May 19 2010
WHAT FACTORS AFFECT SEO
Domain30
Links44
On-Page15
Usage13
Source Rand FishkinSEOMozorg
Wednesday May 19 2010
WHAT FACTORS AFFECT SEO
Links amp Anchor Text
bull Inbound Links
bull Distance from Trusted Domain
bull PageRank
bull Anchor Text
The most important factors
22
Domain30
Links44
On-Page15
Usage13
Wednesday May 19 2010
WHAT FACTORS AFFECT SEO
On-Page Factors
bull Page Titlesbull Meta Descbull Descriptive
URLbull ALT data
You can do it
23
Domain30
Links44
On-Page15
Usage13
Wednesday May 19 2010
SEO CHECKLIST
bull On-Page Factors (aka Good Content)
24
Wednesday May 19 2010
ON-PAGE TITLE amp META DESCRIPTION
Wednesday May 19 2010
ON-PAGE TITLE amp META DESCRIPTION
Wednesday May 19 2010
ON-PAGE TITLE amp META DESCRIPTION
Wednesday May 19 2010
ON-PAGE TITLE amp META DESCRIPTION
bull Page title is the most important on-page factor
bull Create unique page titles and meta descriptions
bull The order of keywords in titles correlates strongly with SEO ranking
bull Title 70 char Desc 140 char
bull Put your name at the end of the title
bull Description should be considered as ldquoad copyrdquo for your SERP
28
Wednesday May 19 2010
SEO CHECKLIST
bull On-Page Factors
ndash Create unique page titles
ndash Caption amp keyword your images
29
Wednesday May 19 2010
Search Engine and ldquoSEOrdquo to-do list
Wednesday May 19 2010
ON-PAGE KEYWORDS amp CAPTIONS
bull Search engines cannot read embedded meta data (yet)
bull Your website needs to redisplay this data next to your images
bull Create a keyword ldquohit listrdquo of terms that yoursquod like to rank for in search engines
31
Wednesday May 19 2010
GOOGLE ADWORDSADWORDSGOOGLECOM
Wednesday May 19 2010
SEO CHECKLIST
bull On-Page Factors
ndash Create unique page titles
ndash Caption amp keyword your images
33
Wednesday May 19 2010
SEO CHECKLIST
bull On-Page Factors
ndash Create unique page titles
ndash Caption amp keyword your images
bull Build Links
ndash Photograph compelling material
34
Wednesday May 19 2010
35
Wednesday May 19 2010
SHAWN ROCCO CELLULAR OBSCURA
36
Wednesday May 19 2010
ldquoGOODrdquo CONTENT IS VISIBLE TO SEARCH ENGINES
37
Wednesday May 19 2010
SEO CHECKLIST
bull On-Page Factors
ndash Create unique page titles
ndash Caption amp keyword your images
bull Build Links
ndash Photograph compelling material
ndash Update frequently
38
Wednesday May 19 2010
SEO CHECKLIST
bull On-Page Factors
ndash Create unique page titles
ndash Caption amp keyword your images
bull Build Links
ndash Photograph compelling material
ndash Update frequently
ndash Anchor text matters
39
Wednesday May 19 2010
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
40
Wednesday May 19 2010
SEO STARTS WITH GOOD CONTENT
Good ldquocontentrdquo simply means
bull Keyword-rich textual content
bull Topical focus which meets the expectation of the viewr
bull Regular updates
bull Broad-based and growing
41
Wednesday May 19 2010
PHOTOSHELTER RESEARCH 2010 |
I Search Engine OptimizationII Social MediaIII AnalyticsIV BloggingV Conversion
42
Wednesday May 19 2010
INCREASE YOUR ONLINE FOOTPRINT
Should I be on TwitterShould I be on FacebookShould I be on LinkedIn
43
Answer 1
Yes for brand management
Wednesday May 19 2010
INCREASE YOUR ONLINE FOOTPRINT
44
Wednesday May 19 2010
INCREASE YOUR ONLINE FOOTPRINT
Donrsquot be the needle in the haystack
Be the haystack
45
Wednesday May 19 2010
INCREASE YOUR ONLINE FOOTPRINT
The goal of social media for business
bull NOT mindless interaction
bull Itrsquos a conduit to your website points of conversion
46
Wednesday May 19 2010
INCREASE YOUR ONLINE FOOTPRINT
Should I be on TwitterShould I be on FacebookShould I be on LinkedIn
47
Answer 2
I donrsquot know Test and analyze
Wednesday May 19 2010
PHOTOSHELTER RESEARCH 2010 |
I Search Engine OptimizationII Social MediaIII AnalyticsIV BloggingV Conversion
48
Wednesday May 19 2010
TRAFFIC SOURCES IN GOOGLE ANALYTICS
Wednesday May 19 2010
VISITS REFERRED BY KEYWORDS
Wednesday May 19 2010
GOOGLE ANALYTICS ldquoINTELLIGENCErdquo REPORTS
Wednesday May 19 2010
PHOTOSHELTER RESEARCH 2010 |
I Search Engine OptimizationII Social MediaIII AnalyticsIV BloggingV Conversion
52
Wednesday May 19 2010
BLOGGING FOR PHOTOGRAPHERS
Two types of bloggers
bull Those who can amass a large audience
bull Everyone else
53
Wednesday May 19 2010
YOU ARE NOT VINCENT LAFORET
54
Wednesday May 19 2010
BLOGGING FOR PHOTOGRAPHERS
55
Wednesday May 19 2010
SEO STARTS WITH GOOD CONTENT
Your blog is not an online journal
bull Itrsquos an SEO machine
bull You pick the topics
bull You pick the keywords and phrases
bull You create backlinks
56
Wednesday May 19 2010
PHOTOSHELTER RESEARCH 2010 |
I Search Engine OptimizationII Social MediaIII AnalyticsIV BloggingV Conversion
57
Wednesday May 19 2010
WHATrsquoS CONVERSION
Conversion is getting people to do what you want them to do
bull If your website is only an online portfolio then the only conversion is getting people to look at images
bull If you have e-commerce then you can create the ultimate conversion ndash making money 247
58
Wednesday May 19 2010
THE NYT amp YOUTUBE DONrsquoT DEAD END
59
Wednesday May 19 2010
WHAT IF WE ACTED LIKE START-UPS
60
and split tested our content using conversion as the Key Performance Indicator (KPI)
Wednesday May 19 2010
WHAT IF WE ACTED LIKE START-UPS
61
and leveraged our community to help with content creation while increasing their loyalty
Wednesday May 19 2010
WHAT IF WE ACTED LIKE START-UPS
62
and forced ourselves to have a mission statement for multimedia instead of doing it bc our cameras have video
Wednesday May 19 2010
PHOTOSHELTER RESEARCH 2010 | 63
ALLENrsquoS UNINTELLIGIBLE TENET 5
Multimediarsquos promise is unfulfilledThe vision is a decade oldYou can change that
Wednesday May 19 2010
httpwwwphotosheltercommktresearch
Wednesday May 19 2010
PHOTOSHELTER RESEARCH 2010 | 3
American Idol196 million May 2010
125 rating
CSI103 million May 2010
The Cosby Show305 million May 1986
349 rating
Wednesday May 19 2010
PHOTOSHELTER RESEARCH 2010 |
Content consumption is increasing but distribution is more diffuse
4
ALLENrsquoS OBVIOUS TENET 1
Wednesday May 19 2010
PHOTOSHELTER RESEARCH 2010 |
The perceived value of content inversely correlates to the ease of
production
5
ALLENrsquoS OBVIOUS TENET 2
Wednesday May 19 2010
PHOTOSHELTER RESEARCH 2010 | 6
ALLENrsquoS OBVIOUS TENET 2
Wednesday May 19 2010
PHOTOSHELTER RESEARCH 2010 |
Viable distribution channels will always be scarce
7
ALLENrsquoS LESS OBVIOUS TENET 3
Wednesday May 19 2010
PHOTOSHELTER RESEARCH 2010 |
If Content is KingMarketing is the Boston Celtics
8
ALLENrsquoS OBSCURE TENET 4
Wednesday May 19 2010
PHOTOSHELTER RESEARCH 2010 |
I Search Engine OptimizationII Social MediaIII AnalyticsIV BloggingV Conversion
9
Wednesday May 19 2010
bull Googled ldquotoilet seatsrdquo
bull Clicked Kohlercom
bull Found a ldquoquiet closerdquo seat
bull Ordered online
bull Installed it
bull Much happiness
10
THERE ONCE WAS A MAN
2
Wednesday May 19 2010
11
MAD LIB
DECONSTRUCTION
4
Wednesday May 19 2010
12
MAD LIB RAISING THE BAR BY LOWERING THE SEAT
A __________ needed a __________ but didnrsquot 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
5
guy toilet seattoilet seat
kohlercomtoilet seats
toilet seattoilet seat
dayshappy
Wednesday May 19 2010
13
MAD LIB THINGS ARE STARTING TO CLICK
A _____________ needed a __________ but didnrsquot 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
6
magazine editor travel imagewaikiki photo
hawaiipicscombeach photos
imageimage
secondsrelieved
Wednesday May 19 2010
14
THE ONE THAT GOT AWAY
7
Wednesday May 19 2010
PHOTOSHELTER RESEARCH 2010 |
Searching for your name and finding your own website isnrsquot SEO
The goal is unsolicited web traffic
15
Wednesday May 19 2010
WHERErsquoS YOUR WEBSITE
When a user searches forndash syracuse multimedia producer
ndash best wedding video nyc
ndash canon 5d video seminar
16
Wednesday May 19 2010
17
Wednesday May 19 2010
GOOGLE PLACES
googlecomlocaladd
18
Wednesday May 19 2010
19
Wednesday May 19 2010
GOLDEN TRIANGLE
bull In eye-tracking and mouse-tracking studies most clicking occurs in the top 3 positions
bull Drops dramatically ldquobelow foldrdquo
bull SEO is about being on page 1
20
Wednesday May 19 2010
WHAT FACTORS AFFECT SEO
Domain30
Links44
On-Page15
Usage13
Source Rand FishkinSEOMozorg
Wednesday May 19 2010
WHAT FACTORS AFFECT SEO
Links amp Anchor Text
bull Inbound Links
bull Distance from Trusted Domain
bull PageRank
bull Anchor Text
The most important factors
22
Domain30
Links44
On-Page15
Usage13
Wednesday May 19 2010
WHAT FACTORS AFFECT SEO
On-Page Factors
bull Page Titlesbull Meta Descbull Descriptive
URLbull ALT data
You can do it
23
Domain30
Links44
On-Page15
Usage13
Wednesday May 19 2010
SEO CHECKLIST
bull On-Page Factors (aka Good Content)
24
Wednesday May 19 2010
ON-PAGE TITLE amp META DESCRIPTION
Wednesday May 19 2010
ON-PAGE TITLE amp META DESCRIPTION
Wednesday May 19 2010
ON-PAGE TITLE amp META DESCRIPTION
Wednesday May 19 2010
ON-PAGE TITLE amp META DESCRIPTION
bull Page title is the most important on-page factor
bull Create unique page titles and meta descriptions
bull The order of keywords in titles correlates strongly with SEO ranking
bull Title 70 char Desc 140 char
bull Put your name at the end of the title
bull Description should be considered as ldquoad copyrdquo for your SERP
28
Wednesday May 19 2010
SEO CHECKLIST
bull On-Page Factors
ndash Create unique page titles
ndash Caption amp keyword your images
29
Wednesday May 19 2010
Search Engine and ldquoSEOrdquo to-do list
Wednesday May 19 2010
ON-PAGE KEYWORDS amp CAPTIONS
bull Search engines cannot read embedded meta data (yet)
bull Your website needs to redisplay this data next to your images
bull Create a keyword ldquohit listrdquo of terms that yoursquod like to rank for in search engines
31
Wednesday May 19 2010
GOOGLE ADWORDSADWORDSGOOGLECOM
Wednesday May 19 2010
SEO CHECKLIST
bull On-Page Factors
ndash Create unique page titles
ndash Caption amp keyword your images
33
Wednesday May 19 2010
SEO CHECKLIST
bull On-Page Factors
ndash Create unique page titles
ndash Caption amp keyword your images
bull Build Links
ndash Photograph compelling material
34
Wednesday May 19 2010
35
Wednesday May 19 2010
SHAWN ROCCO CELLULAR OBSCURA
36
Wednesday May 19 2010
ldquoGOODrdquo CONTENT IS VISIBLE TO SEARCH ENGINES
37
Wednesday May 19 2010
SEO CHECKLIST
bull On-Page Factors
ndash Create unique page titles
ndash Caption amp keyword your images
bull Build Links
ndash Photograph compelling material
ndash Update frequently
38
Wednesday May 19 2010
SEO CHECKLIST
bull On-Page Factors
ndash Create unique page titles
ndash Caption amp keyword your images
bull Build Links
ndash Photograph compelling material
ndash Update frequently
ndash Anchor text matters
39
Wednesday May 19 2010
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
40
Wednesday May 19 2010
SEO STARTS WITH GOOD CONTENT
Good ldquocontentrdquo simply means
bull Keyword-rich textual content
bull Topical focus which meets the expectation of the viewr
bull Regular updates
bull Broad-based and growing
41
Wednesday May 19 2010
PHOTOSHELTER RESEARCH 2010 |
I Search Engine OptimizationII Social MediaIII AnalyticsIV BloggingV Conversion
42
Wednesday May 19 2010
INCREASE YOUR ONLINE FOOTPRINT
Should I be on TwitterShould I be on FacebookShould I be on LinkedIn
43
Answer 1
Yes for brand management
Wednesday May 19 2010
INCREASE YOUR ONLINE FOOTPRINT
44
Wednesday May 19 2010
INCREASE YOUR ONLINE FOOTPRINT
Donrsquot be the needle in the haystack
Be the haystack
45
Wednesday May 19 2010
INCREASE YOUR ONLINE FOOTPRINT
The goal of social media for business
bull NOT mindless interaction
bull Itrsquos a conduit to your website points of conversion
46
Wednesday May 19 2010
INCREASE YOUR ONLINE FOOTPRINT
Should I be on TwitterShould I be on FacebookShould I be on LinkedIn
47
Answer 2
I donrsquot know Test and analyze
Wednesday May 19 2010
PHOTOSHELTER RESEARCH 2010 |
I Search Engine OptimizationII Social MediaIII AnalyticsIV BloggingV Conversion
48
Wednesday May 19 2010
TRAFFIC SOURCES IN GOOGLE ANALYTICS
Wednesday May 19 2010
VISITS REFERRED BY KEYWORDS
Wednesday May 19 2010
GOOGLE ANALYTICS ldquoINTELLIGENCErdquo REPORTS
Wednesday May 19 2010
PHOTOSHELTER RESEARCH 2010 |
I Search Engine OptimizationII Social MediaIII AnalyticsIV BloggingV Conversion
52
Wednesday May 19 2010
BLOGGING FOR PHOTOGRAPHERS
Two types of bloggers
bull Those who can amass a large audience
bull Everyone else
53
Wednesday May 19 2010
YOU ARE NOT VINCENT LAFORET
54
Wednesday May 19 2010
BLOGGING FOR PHOTOGRAPHERS
55
Wednesday May 19 2010
SEO STARTS WITH GOOD CONTENT
Your blog is not an online journal
bull Itrsquos an SEO machine
bull You pick the topics
bull You pick the keywords and phrases
bull You create backlinks
56
Wednesday May 19 2010
PHOTOSHELTER RESEARCH 2010 |
I Search Engine OptimizationII Social MediaIII AnalyticsIV BloggingV Conversion
57
Wednesday May 19 2010
WHATrsquoS CONVERSION
Conversion is getting people to do what you want them to do
bull If your website is only an online portfolio then the only conversion is getting people to look at images
bull If you have e-commerce then you can create the ultimate conversion ndash making money 247
58
Wednesday May 19 2010
THE NYT amp YOUTUBE DONrsquoT DEAD END
59
Wednesday May 19 2010
WHAT IF WE ACTED LIKE START-UPS
60
and split tested our content using conversion as the Key Performance Indicator (KPI)
Wednesday May 19 2010
WHAT IF WE ACTED LIKE START-UPS
61
and leveraged our community to help with content creation while increasing their loyalty
Wednesday May 19 2010
WHAT IF WE ACTED LIKE START-UPS
62
and forced ourselves to have a mission statement for multimedia instead of doing it bc our cameras have video
Wednesday May 19 2010
PHOTOSHELTER RESEARCH 2010 | 63
ALLENrsquoS UNINTELLIGIBLE TENET 5
Multimediarsquos promise is unfulfilledThe vision is a decade oldYou can change that
Wednesday May 19 2010
httpwwwphotosheltercommktresearch
Wednesday May 19 2010
PHOTOSHELTER RESEARCH 2010 |
Content consumption is increasing but distribution is more diffuse
4
ALLENrsquoS OBVIOUS TENET 1
Wednesday May 19 2010
PHOTOSHELTER RESEARCH 2010 |
The perceived value of content inversely correlates to the ease of
production
5
ALLENrsquoS OBVIOUS TENET 2
Wednesday May 19 2010
PHOTOSHELTER RESEARCH 2010 | 6
ALLENrsquoS OBVIOUS TENET 2
Wednesday May 19 2010
PHOTOSHELTER RESEARCH 2010 |
Viable distribution channels will always be scarce
7
ALLENrsquoS LESS OBVIOUS TENET 3
Wednesday May 19 2010
PHOTOSHELTER RESEARCH 2010 |
If Content is KingMarketing is the Boston Celtics
8
ALLENrsquoS OBSCURE TENET 4
Wednesday May 19 2010
PHOTOSHELTER RESEARCH 2010 |
I Search Engine OptimizationII Social MediaIII AnalyticsIV BloggingV Conversion
9
Wednesday May 19 2010
bull Googled ldquotoilet seatsrdquo
bull Clicked Kohlercom
bull Found a ldquoquiet closerdquo seat
bull Ordered online
bull Installed it
bull Much happiness
10
THERE ONCE WAS A MAN
2
Wednesday May 19 2010
11
MAD LIB
DECONSTRUCTION
4
Wednesday May 19 2010
12
MAD LIB RAISING THE BAR BY LOWERING THE SEAT
A __________ needed a __________ but didnrsquot 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
5
guy toilet seattoilet seat
kohlercomtoilet seats
toilet seattoilet seat
dayshappy
Wednesday May 19 2010
13
MAD LIB THINGS ARE STARTING TO CLICK
A _____________ needed a __________ but didnrsquot 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
6
magazine editor travel imagewaikiki photo
hawaiipicscombeach photos
imageimage
secondsrelieved
Wednesday May 19 2010
14
THE ONE THAT GOT AWAY
7
Wednesday May 19 2010
PHOTOSHELTER RESEARCH 2010 |
Searching for your name and finding your own website isnrsquot SEO
The goal is unsolicited web traffic
15
Wednesday May 19 2010
WHERErsquoS YOUR WEBSITE
When a user searches forndash syracuse multimedia producer
ndash best wedding video nyc
ndash canon 5d video seminar
16
Wednesday May 19 2010
17
Wednesday May 19 2010
GOOGLE PLACES
googlecomlocaladd
18
Wednesday May 19 2010
19
Wednesday May 19 2010
GOLDEN TRIANGLE
bull In eye-tracking and mouse-tracking studies most clicking occurs in the top 3 positions
bull Drops dramatically ldquobelow foldrdquo
bull SEO is about being on page 1
20
Wednesday May 19 2010
WHAT FACTORS AFFECT SEO
Domain30
Links44
On-Page15
Usage13
Source Rand FishkinSEOMozorg
Wednesday May 19 2010
WHAT FACTORS AFFECT SEO
Links amp Anchor Text
bull Inbound Links
bull Distance from Trusted Domain
bull PageRank
bull Anchor Text
The most important factors
22
Domain30
Links44
On-Page15
Usage13
Wednesday May 19 2010
WHAT FACTORS AFFECT SEO
On-Page Factors
bull Page Titlesbull Meta Descbull Descriptive
URLbull ALT data
You can do it
23
Domain30
Links44
On-Page15
Usage13
Wednesday May 19 2010
SEO CHECKLIST
bull On-Page Factors (aka Good Content)
24
Wednesday May 19 2010
ON-PAGE TITLE amp META DESCRIPTION
Wednesday May 19 2010
ON-PAGE TITLE amp META DESCRIPTION
Wednesday May 19 2010
ON-PAGE TITLE amp META DESCRIPTION
Wednesday May 19 2010
ON-PAGE TITLE amp META DESCRIPTION
bull Page title is the most important on-page factor
bull Create unique page titles and meta descriptions
bull The order of keywords in titles correlates strongly with SEO ranking
bull Title 70 char Desc 140 char
bull Put your name at the end of the title
bull Description should be considered as ldquoad copyrdquo for your SERP
28
Wednesday May 19 2010
SEO CHECKLIST
bull On-Page Factors
ndash Create unique page titles
ndash Caption amp keyword your images
29
Wednesday May 19 2010
Search Engine and ldquoSEOrdquo to-do list
Wednesday May 19 2010
ON-PAGE KEYWORDS amp CAPTIONS
bull Search engines cannot read embedded meta data (yet)
bull Your website needs to redisplay this data next to your images
bull Create a keyword ldquohit listrdquo of terms that yoursquod like to rank for in search engines
31
Wednesday May 19 2010
GOOGLE ADWORDSADWORDSGOOGLECOM
Wednesday May 19 2010
SEO CHECKLIST
bull On-Page Factors
ndash Create unique page titles
ndash Caption amp keyword your images
33
Wednesday May 19 2010
SEO CHECKLIST
bull On-Page Factors
ndash Create unique page titles
ndash Caption amp keyword your images
bull Build Links
ndash Photograph compelling material
34
Wednesday May 19 2010
35
Wednesday May 19 2010
SHAWN ROCCO CELLULAR OBSCURA
36
Wednesday May 19 2010
ldquoGOODrdquo CONTENT IS VISIBLE TO SEARCH ENGINES
37
Wednesday May 19 2010
SEO CHECKLIST
bull On-Page Factors
ndash Create unique page titles
ndash Caption amp keyword your images
bull Build Links
ndash Photograph compelling material
ndash Update frequently
38
Wednesday May 19 2010
SEO CHECKLIST
bull On-Page Factors
ndash Create unique page titles
ndash Caption amp keyword your images
bull Build Links
ndash Photograph compelling material
ndash Update frequently
ndash Anchor text matters
39
Wednesday May 19 2010
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
40
Wednesday May 19 2010
SEO STARTS WITH GOOD CONTENT
Good ldquocontentrdquo simply means
bull Keyword-rich textual content
bull Topical focus which meets the expectation of the viewr
bull Regular updates
bull Broad-based and growing
41
Wednesday May 19 2010
PHOTOSHELTER RESEARCH 2010 |
I Search Engine OptimizationII Social MediaIII AnalyticsIV BloggingV Conversion
42
Wednesday May 19 2010
INCREASE YOUR ONLINE FOOTPRINT
Should I be on TwitterShould I be on FacebookShould I be on LinkedIn
43
Answer 1
Yes for brand management
Wednesday May 19 2010
INCREASE YOUR ONLINE FOOTPRINT
44
Wednesday May 19 2010
INCREASE YOUR ONLINE FOOTPRINT
Donrsquot be the needle in the haystack
Be the haystack
45
Wednesday May 19 2010
INCREASE YOUR ONLINE FOOTPRINT
The goal of social media for business
bull NOT mindless interaction
bull Itrsquos a conduit to your website points of conversion
46
Wednesday May 19 2010
INCREASE YOUR ONLINE FOOTPRINT
Should I be on TwitterShould I be on FacebookShould I be on LinkedIn
47
Answer 2
I donrsquot know Test and analyze
Wednesday May 19 2010
PHOTOSHELTER RESEARCH 2010 |
I Search Engine OptimizationII Social MediaIII AnalyticsIV BloggingV Conversion
48
Wednesday May 19 2010
TRAFFIC SOURCES IN GOOGLE ANALYTICS
Wednesday May 19 2010
VISITS REFERRED BY KEYWORDS
Wednesday May 19 2010
GOOGLE ANALYTICS ldquoINTELLIGENCErdquo REPORTS
Wednesday May 19 2010
PHOTOSHELTER RESEARCH 2010 |
I Search Engine OptimizationII Social MediaIII AnalyticsIV BloggingV Conversion
52
Wednesday May 19 2010
BLOGGING FOR PHOTOGRAPHERS
Two types of bloggers
bull Those who can amass a large audience
bull Everyone else
53
Wednesday May 19 2010
YOU ARE NOT VINCENT LAFORET
54
Wednesday May 19 2010
BLOGGING FOR PHOTOGRAPHERS
55
Wednesday May 19 2010
SEO STARTS WITH GOOD CONTENT
Your blog is not an online journal
bull Itrsquos an SEO machine
bull You pick the topics
bull You pick the keywords and phrases
bull You create backlinks
56
Wednesday May 19 2010
PHOTOSHELTER RESEARCH 2010 |
I Search Engine OptimizationII Social MediaIII AnalyticsIV BloggingV Conversion
57
Wednesday May 19 2010
WHATrsquoS CONVERSION
Conversion is getting people to do what you want them to do
bull If your website is only an online portfolio then the only conversion is getting people to look at images
bull If you have e-commerce then you can create the ultimate conversion ndash making money 247
58
Wednesday May 19 2010
THE NYT amp YOUTUBE DONrsquoT DEAD END
59
Wednesday May 19 2010
WHAT IF WE ACTED LIKE START-UPS
60
and split tested our content using conversion as the Key Performance Indicator (KPI)
Wednesday May 19 2010
WHAT IF WE ACTED LIKE START-UPS
61
and leveraged our community to help with content creation while increasing their loyalty
Wednesday May 19 2010
WHAT IF WE ACTED LIKE START-UPS
62
and forced ourselves to have a mission statement for multimedia instead of doing it bc our cameras have video
Wednesday May 19 2010
PHOTOSHELTER RESEARCH 2010 | 63
ALLENrsquoS UNINTELLIGIBLE TENET 5
Multimediarsquos promise is unfulfilledThe vision is a decade oldYou can change that
Wednesday May 19 2010
httpwwwphotosheltercommktresearch
Wednesday May 19 2010
PHOTOSHELTER RESEARCH 2010 |
The perceived value of content inversely correlates to the ease of
production
5
ALLENrsquoS OBVIOUS TENET 2
Wednesday May 19 2010
PHOTOSHELTER RESEARCH 2010 | 6
ALLENrsquoS OBVIOUS TENET 2
Wednesday May 19 2010
PHOTOSHELTER RESEARCH 2010 |
Viable distribution channels will always be scarce
7
ALLENrsquoS LESS OBVIOUS TENET 3
Wednesday May 19 2010
PHOTOSHELTER RESEARCH 2010 |
If Content is KingMarketing is the Boston Celtics
8
ALLENrsquoS OBSCURE TENET 4
Wednesday May 19 2010
PHOTOSHELTER RESEARCH 2010 |
I Search Engine OptimizationII Social MediaIII AnalyticsIV BloggingV Conversion
9
Wednesday May 19 2010
bull Googled ldquotoilet seatsrdquo
bull Clicked Kohlercom
bull Found a ldquoquiet closerdquo seat
bull Ordered online
bull Installed it
bull Much happiness
10
THERE ONCE WAS A MAN
2
Wednesday May 19 2010
11
MAD LIB
DECONSTRUCTION
4
Wednesday May 19 2010
12
MAD LIB RAISING THE BAR BY LOWERING THE SEAT
A __________ needed a __________ but didnrsquot 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
5
guy toilet seattoilet seat
kohlercomtoilet seats
toilet seattoilet seat
dayshappy
Wednesday May 19 2010
13
MAD LIB THINGS ARE STARTING TO CLICK
A _____________ needed a __________ but didnrsquot 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
6
magazine editor travel imagewaikiki photo
hawaiipicscombeach photos
imageimage
secondsrelieved
Wednesday May 19 2010
14
THE ONE THAT GOT AWAY
7
Wednesday May 19 2010
PHOTOSHELTER RESEARCH 2010 |
Searching for your name and finding your own website isnrsquot SEO
The goal is unsolicited web traffic
15
Wednesday May 19 2010
WHERErsquoS YOUR WEBSITE
When a user searches forndash syracuse multimedia producer
ndash best wedding video nyc
ndash canon 5d video seminar
16
Wednesday May 19 2010
17
Wednesday May 19 2010
GOOGLE PLACES
googlecomlocaladd
18
Wednesday May 19 2010
19
Wednesday May 19 2010
GOLDEN TRIANGLE
bull In eye-tracking and mouse-tracking studies most clicking occurs in the top 3 positions
bull Drops dramatically ldquobelow foldrdquo
bull SEO is about being on page 1
20
Wednesday May 19 2010
WHAT FACTORS AFFECT SEO
Domain30
Links44
On-Page15
Usage13
Source Rand FishkinSEOMozorg
Wednesday May 19 2010
WHAT FACTORS AFFECT SEO
Links amp Anchor Text
bull Inbound Links
bull Distance from Trusted Domain
bull PageRank
bull Anchor Text
The most important factors
22
Domain30
Links44
On-Page15
Usage13
Wednesday May 19 2010
WHAT FACTORS AFFECT SEO
On-Page Factors
bull Page Titlesbull Meta Descbull Descriptive
URLbull ALT data
You can do it
23
Domain30
Links44
On-Page15
Usage13
Wednesday May 19 2010
SEO CHECKLIST
bull On-Page Factors (aka Good Content)
24
Wednesday May 19 2010
ON-PAGE TITLE amp META DESCRIPTION
Wednesday May 19 2010
ON-PAGE TITLE amp META DESCRIPTION
Wednesday May 19 2010
ON-PAGE TITLE amp META DESCRIPTION
Wednesday May 19 2010
ON-PAGE TITLE amp META DESCRIPTION
bull Page title is the most important on-page factor
bull Create unique page titles and meta descriptions
bull The order of keywords in titles correlates strongly with SEO ranking
bull Title 70 char Desc 140 char
bull Put your name at the end of the title
bull Description should be considered as ldquoad copyrdquo for your SERP
28
Wednesday May 19 2010
SEO CHECKLIST
bull On-Page Factors
ndash Create unique page titles
ndash Caption amp keyword your images
29
Wednesday May 19 2010
Search Engine and ldquoSEOrdquo to-do list
Wednesday May 19 2010
ON-PAGE KEYWORDS amp CAPTIONS
bull Search engines cannot read embedded meta data (yet)
bull Your website needs to redisplay this data next to your images
bull Create a keyword ldquohit listrdquo of terms that yoursquod like to rank for in search engines
31
Wednesday May 19 2010
GOOGLE ADWORDSADWORDSGOOGLECOM
Wednesday May 19 2010
SEO CHECKLIST
bull On-Page Factors
ndash Create unique page titles
ndash Caption amp keyword your images
33
Wednesday May 19 2010
SEO CHECKLIST
bull On-Page Factors
ndash Create unique page titles
ndash Caption amp keyword your images
bull Build Links
ndash Photograph compelling material
34
Wednesday May 19 2010
35
Wednesday May 19 2010
SHAWN ROCCO CELLULAR OBSCURA
36
Wednesday May 19 2010
ldquoGOODrdquo CONTENT IS VISIBLE TO SEARCH ENGINES
37
Wednesday May 19 2010
SEO CHECKLIST
bull On-Page Factors
ndash Create unique page titles
ndash Caption amp keyword your images
bull Build Links
ndash Photograph compelling material
ndash Update frequently
38
Wednesday May 19 2010
SEO CHECKLIST
bull On-Page Factors
ndash Create unique page titles
ndash Caption amp keyword your images
bull Build Links
ndash Photograph compelling material
ndash Update frequently
ndash Anchor text matters
39
Wednesday May 19 2010
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
40
Wednesday May 19 2010
SEO STARTS WITH GOOD CONTENT
Good ldquocontentrdquo simply means
bull Keyword-rich textual content
bull Topical focus which meets the expectation of the viewr
bull Regular updates
bull Broad-based and growing
41
Wednesday May 19 2010
PHOTOSHELTER RESEARCH 2010 |
I Search Engine OptimizationII Social MediaIII AnalyticsIV BloggingV Conversion
42
Wednesday May 19 2010
INCREASE YOUR ONLINE FOOTPRINT
Should I be on TwitterShould I be on FacebookShould I be on LinkedIn
43
Answer 1
Yes for brand management
Wednesday May 19 2010
INCREASE YOUR ONLINE FOOTPRINT
44
Wednesday May 19 2010
INCREASE YOUR ONLINE FOOTPRINT
Donrsquot be the needle in the haystack
Be the haystack
45
Wednesday May 19 2010
INCREASE YOUR ONLINE FOOTPRINT
The goal of social media for business
bull NOT mindless interaction
bull Itrsquos a conduit to your website points of conversion
46
Wednesday May 19 2010
INCREASE YOUR ONLINE FOOTPRINT
Should I be on TwitterShould I be on FacebookShould I be on LinkedIn
47
Answer 2
I donrsquot know Test and analyze
Wednesday May 19 2010
PHOTOSHELTER RESEARCH 2010 |
I Search Engine OptimizationII Social MediaIII AnalyticsIV BloggingV Conversion
48
Wednesday May 19 2010
TRAFFIC SOURCES IN GOOGLE ANALYTICS
Wednesday May 19 2010
VISITS REFERRED BY KEYWORDS
Wednesday May 19 2010
GOOGLE ANALYTICS ldquoINTELLIGENCErdquo REPORTS
Wednesday May 19 2010
PHOTOSHELTER RESEARCH 2010 |
I Search Engine OptimizationII Social MediaIII AnalyticsIV BloggingV Conversion
52
Wednesday May 19 2010
BLOGGING FOR PHOTOGRAPHERS
Two types of bloggers
bull Those who can amass a large audience
bull Everyone else
53
Wednesday May 19 2010
YOU ARE NOT VINCENT LAFORET
54
Wednesday May 19 2010
BLOGGING FOR PHOTOGRAPHERS
55
Wednesday May 19 2010
SEO STARTS WITH GOOD CONTENT
Your blog is not an online journal
bull Itrsquos an SEO machine
bull You pick the topics
bull You pick the keywords and phrases
bull You create backlinks
56
Wednesday May 19 2010
PHOTOSHELTER RESEARCH 2010 |
I Search Engine OptimizationII Social MediaIII AnalyticsIV BloggingV Conversion
57
Wednesday May 19 2010
WHATrsquoS CONVERSION
Conversion is getting people to do what you want them to do
bull If your website is only an online portfolio then the only conversion is getting people to look at images
bull If you have e-commerce then you can create the ultimate conversion ndash making money 247
58
Wednesday May 19 2010
THE NYT amp YOUTUBE DONrsquoT DEAD END
59
Wednesday May 19 2010
WHAT IF WE ACTED LIKE START-UPS
60
and split tested our content using conversion as the Key Performance Indicator (KPI)
Wednesday May 19 2010
WHAT IF WE ACTED LIKE START-UPS
61
and leveraged our community to help with content creation while increasing their loyalty
Wednesday May 19 2010
WHAT IF WE ACTED LIKE START-UPS
62
and forced ourselves to have a mission statement for multimedia instead of doing it bc our cameras have video
Wednesday May 19 2010
PHOTOSHELTER RESEARCH 2010 | 63
ALLENrsquoS UNINTELLIGIBLE TENET 5
Multimediarsquos promise is unfulfilledThe vision is a decade oldYou can change that
Wednesday May 19 2010
httpwwwphotosheltercommktresearch
Wednesday May 19 2010
PHOTOSHELTER RESEARCH 2010 | 6
ALLENrsquoS OBVIOUS TENET 2
Wednesday May 19 2010
PHOTOSHELTER RESEARCH 2010 |
Viable distribution channels will always be scarce
7
ALLENrsquoS LESS OBVIOUS TENET 3
Wednesday May 19 2010
PHOTOSHELTER RESEARCH 2010 |
If Content is KingMarketing is the Boston Celtics
8
ALLENrsquoS OBSCURE TENET 4
Wednesday May 19 2010
PHOTOSHELTER RESEARCH 2010 |
I Search Engine OptimizationII Social MediaIII AnalyticsIV BloggingV Conversion
9
Wednesday May 19 2010
bull Googled ldquotoilet seatsrdquo
bull Clicked Kohlercom
bull Found a ldquoquiet closerdquo seat
bull Ordered online
bull Installed it
bull Much happiness
10
THERE ONCE WAS A MAN
2
Wednesday May 19 2010
11
MAD LIB
DECONSTRUCTION
4
Wednesday May 19 2010
12
MAD LIB RAISING THE BAR BY LOWERING THE SEAT
A __________ needed a __________ but didnrsquot 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
5
guy toilet seattoilet seat
kohlercomtoilet seats
toilet seattoilet seat
dayshappy
Wednesday May 19 2010
13
MAD LIB THINGS ARE STARTING TO CLICK
A _____________ needed a __________ but didnrsquot 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
6
magazine editor travel imagewaikiki photo
hawaiipicscombeach photos
imageimage
secondsrelieved
Wednesday May 19 2010
14
THE ONE THAT GOT AWAY
7
Wednesday May 19 2010
PHOTOSHELTER RESEARCH 2010 |
Searching for your name and finding your own website isnrsquot SEO
The goal is unsolicited web traffic
15
Wednesday May 19 2010
WHERErsquoS YOUR WEBSITE
When a user searches forndash syracuse multimedia producer
ndash best wedding video nyc
ndash canon 5d video seminar
16
Wednesday May 19 2010
17
Wednesday May 19 2010
GOOGLE PLACES
googlecomlocaladd
18
Wednesday May 19 2010
19
Wednesday May 19 2010
GOLDEN TRIANGLE
bull In eye-tracking and mouse-tracking studies most clicking occurs in the top 3 positions
bull Drops dramatically ldquobelow foldrdquo
bull SEO is about being on page 1
20
Wednesday May 19 2010
WHAT FACTORS AFFECT SEO
Domain30
Links44
On-Page15
Usage13
Source Rand FishkinSEOMozorg
Wednesday May 19 2010
WHAT FACTORS AFFECT SEO
Links amp Anchor Text
bull Inbound Links
bull Distance from Trusted Domain
bull PageRank
bull Anchor Text
The most important factors
22
Domain30
Links44
On-Page15
Usage13
Wednesday May 19 2010
WHAT FACTORS AFFECT SEO
On-Page Factors
bull Page Titlesbull Meta Descbull Descriptive
URLbull ALT data
You can do it
23
Domain30
Links44
On-Page15
Usage13
Wednesday May 19 2010
SEO CHECKLIST
bull On-Page Factors (aka Good Content)
24
Wednesday May 19 2010
ON-PAGE TITLE amp META DESCRIPTION
Wednesday May 19 2010
ON-PAGE TITLE amp META DESCRIPTION
Wednesday May 19 2010
ON-PAGE TITLE amp META DESCRIPTION
Wednesday May 19 2010
ON-PAGE TITLE amp META DESCRIPTION
bull Page title is the most important on-page factor
bull Create unique page titles and meta descriptions
bull The order of keywords in titles correlates strongly with SEO ranking
bull Title 70 char Desc 140 char
bull Put your name at the end of the title
bull Description should be considered as ldquoad copyrdquo for your SERP
28
Wednesday May 19 2010
SEO CHECKLIST
bull On-Page Factors
ndash Create unique page titles
ndash Caption amp keyword your images
29
Wednesday May 19 2010
Search Engine and ldquoSEOrdquo to-do list
Wednesday May 19 2010
ON-PAGE KEYWORDS amp CAPTIONS
bull Search engines cannot read embedded meta data (yet)
bull Your website needs to redisplay this data next to your images
bull Create a keyword ldquohit listrdquo of terms that yoursquod like to rank for in search engines
31
Wednesday May 19 2010
GOOGLE ADWORDSADWORDSGOOGLECOM
Wednesday May 19 2010
SEO CHECKLIST
bull On-Page Factors
ndash Create unique page titles
ndash Caption amp keyword your images
33
Wednesday May 19 2010
SEO CHECKLIST
bull On-Page Factors
ndash Create unique page titles
ndash Caption amp keyword your images
bull Build Links
ndash Photograph compelling material
34
Wednesday May 19 2010
35
Wednesday May 19 2010
SHAWN ROCCO CELLULAR OBSCURA
36
Wednesday May 19 2010
ldquoGOODrdquo CONTENT IS VISIBLE TO SEARCH ENGINES
37
Wednesday May 19 2010
SEO CHECKLIST
bull On-Page Factors
ndash Create unique page titles
ndash Caption amp keyword your images
bull Build Links
ndash Photograph compelling material
ndash Update frequently
38
Wednesday May 19 2010
SEO CHECKLIST
bull On-Page Factors
ndash Create unique page titles
ndash Caption amp keyword your images
bull Build Links
ndash Photograph compelling material
ndash Update frequently
ndash Anchor text matters
39
Wednesday May 19 2010
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
40
Wednesday May 19 2010
SEO STARTS WITH GOOD CONTENT
Good ldquocontentrdquo simply means
bull Keyword-rich textual content
bull Topical focus which meets the expectation of the viewr
bull Regular updates
bull Broad-based and growing
41
Wednesday May 19 2010
PHOTOSHELTER RESEARCH 2010 |
I Search Engine OptimizationII Social MediaIII AnalyticsIV BloggingV Conversion
42
Wednesday May 19 2010
INCREASE YOUR ONLINE FOOTPRINT
Should I be on TwitterShould I be on FacebookShould I be on LinkedIn
43
Answer 1
Yes for brand management
Wednesday May 19 2010
INCREASE YOUR ONLINE FOOTPRINT
44
Wednesday May 19 2010
INCREASE YOUR ONLINE FOOTPRINT
Donrsquot be the needle in the haystack
Be the haystack
45
Wednesday May 19 2010
INCREASE YOUR ONLINE FOOTPRINT
The goal of social media for business
bull NOT mindless interaction
bull Itrsquos a conduit to your website points of conversion
46
Wednesday May 19 2010
INCREASE YOUR ONLINE FOOTPRINT
Should I be on TwitterShould I be on FacebookShould I be on LinkedIn
47
Answer 2
I donrsquot know Test and analyze
Wednesday May 19 2010
PHOTOSHELTER RESEARCH 2010 |
I Search Engine OptimizationII Social MediaIII AnalyticsIV BloggingV Conversion
48
Wednesday May 19 2010
TRAFFIC SOURCES IN GOOGLE ANALYTICS
Wednesday May 19 2010
VISITS REFERRED BY KEYWORDS
Wednesday May 19 2010
GOOGLE ANALYTICS ldquoINTELLIGENCErdquo REPORTS
Wednesday May 19 2010
PHOTOSHELTER RESEARCH 2010 |
I Search Engine OptimizationII Social MediaIII AnalyticsIV BloggingV Conversion
52
Wednesday May 19 2010
BLOGGING FOR PHOTOGRAPHERS
Two types of bloggers
bull Those who can amass a large audience
bull Everyone else
53
Wednesday May 19 2010
YOU ARE NOT VINCENT LAFORET
54
Wednesday May 19 2010
BLOGGING FOR PHOTOGRAPHERS
55
Wednesday May 19 2010
SEO STARTS WITH GOOD CONTENT
Your blog is not an online journal
bull Itrsquos an SEO machine
bull You pick the topics
bull You pick the keywords and phrases
bull You create backlinks
56
Wednesday May 19 2010
PHOTOSHELTER RESEARCH 2010 |
I Search Engine OptimizationII Social MediaIII AnalyticsIV BloggingV Conversion
57
Wednesday May 19 2010
WHATrsquoS CONVERSION
Conversion is getting people to do what you want them to do
bull If your website is only an online portfolio then the only conversion is getting people to look at images
bull If you have e-commerce then you can create the ultimate conversion ndash making money 247
58
Wednesday May 19 2010
THE NYT amp YOUTUBE DONrsquoT DEAD END
59
Wednesday May 19 2010
WHAT IF WE ACTED LIKE START-UPS
60
and split tested our content using conversion as the Key Performance Indicator (KPI)
Wednesday May 19 2010
WHAT IF WE ACTED LIKE START-UPS
61
and leveraged our community to help with content creation while increasing their loyalty
Wednesday May 19 2010
WHAT IF WE ACTED LIKE START-UPS
62
and forced ourselves to have a mission statement for multimedia instead of doing it bc our cameras have video
Wednesday May 19 2010
PHOTOSHELTER RESEARCH 2010 | 63
ALLENrsquoS UNINTELLIGIBLE TENET 5
Multimediarsquos promise is unfulfilledThe vision is a decade oldYou can change that
Wednesday May 19 2010
httpwwwphotosheltercommktresearch
Wednesday May 19 2010
PHOTOSHELTER RESEARCH 2010 |
Viable distribution channels will always be scarce
7
ALLENrsquoS LESS OBVIOUS TENET 3
Wednesday May 19 2010
PHOTOSHELTER RESEARCH 2010 |
If Content is KingMarketing is the Boston Celtics
8
ALLENrsquoS OBSCURE TENET 4
Wednesday May 19 2010
PHOTOSHELTER RESEARCH 2010 |
I Search Engine OptimizationII Social MediaIII AnalyticsIV BloggingV Conversion
9
Wednesday May 19 2010
bull Googled ldquotoilet seatsrdquo
bull Clicked Kohlercom
bull Found a ldquoquiet closerdquo seat
bull Ordered online
bull Installed it
bull Much happiness
10
THERE ONCE WAS A MAN
2
Wednesday May 19 2010
11
MAD LIB
DECONSTRUCTION
4
Wednesday May 19 2010
12
MAD LIB RAISING THE BAR BY LOWERING THE SEAT
A __________ needed a __________ but didnrsquot 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
5
guy toilet seattoilet seat
kohlercomtoilet seats
toilet seattoilet seat
dayshappy
Wednesday May 19 2010
13
MAD LIB THINGS ARE STARTING TO CLICK
A _____________ needed a __________ but didnrsquot 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
6
magazine editor travel imagewaikiki photo
hawaiipicscombeach photos
imageimage
secondsrelieved
Wednesday May 19 2010
14
THE ONE THAT GOT AWAY
7
Wednesday May 19 2010
PHOTOSHELTER RESEARCH 2010 |
Searching for your name and finding your own website isnrsquot SEO
The goal is unsolicited web traffic
15
Wednesday May 19 2010
WHERErsquoS YOUR WEBSITE
When a user searches forndash syracuse multimedia producer
ndash best wedding video nyc
ndash canon 5d video seminar
16
Wednesday May 19 2010
17
Wednesday May 19 2010
GOOGLE PLACES
googlecomlocaladd
18
Wednesday May 19 2010
19
Wednesday May 19 2010
GOLDEN TRIANGLE
bull In eye-tracking and mouse-tracking studies most clicking occurs in the top 3 positions
bull Drops dramatically ldquobelow foldrdquo
bull SEO is about being on page 1
20
Wednesday May 19 2010
WHAT FACTORS AFFECT SEO
Domain30
Links44
On-Page15
Usage13
Source Rand FishkinSEOMozorg
Wednesday May 19 2010
WHAT FACTORS AFFECT SEO
Links amp Anchor Text
bull Inbound Links
bull Distance from Trusted Domain
bull PageRank
bull Anchor Text
The most important factors
22
Domain30
Links44
On-Page15
Usage13
Wednesday May 19 2010
WHAT FACTORS AFFECT SEO
On-Page Factors
bull Page Titlesbull Meta Descbull Descriptive
URLbull ALT data
You can do it
23
Domain30
Links44
On-Page15
Usage13
Wednesday May 19 2010
SEO CHECKLIST
bull On-Page Factors (aka Good Content)
24
Wednesday May 19 2010
ON-PAGE TITLE amp META DESCRIPTION
Wednesday May 19 2010
ON-PAGE TITLE amp META DESCRIPTION
Wednesday May 19 2010
ON-PAGE TITLE amp META DESCRIPTION
Wednesday May 19 2010
ON-PAGE TITLE amp META DESCRIPTION
bull Page title is the most important on-page factor
bull Create unique page titles and meta descriptions
bull The order of keywords in titles correlates strongly with SEO ranking
bull Title 70 char Desc 140 char
bull Put your name at the end of the title
bull Description should be considered as ldquoad copyrdquo for your SERP
28
Wednesday May 19 2010
SEO CHECKLIST
bull On-Page Factors
ndash Create unique page titles
ndash Caption amp keyword your images
29
Wednesday May 19 2010
Search Engine and ldquoSEOrdquo to-do list
Wednesday May 19 2010
ON-PAGE KEYWORDS amp CAPTIONS
bull Search engines cannot read embedded meta data (yet)
bull Your website needs to redisplay this data next to your images
bull Create a keyword ldquohit listrdquo of terms that yoursquod like to rank for in search engines
31
Wednesday May 19 2010
GOOGLE ADWORDSADWORDSGOOGLECOM
Wednesday May 19 2010
SEO CHECKLIST
bull On-Page Factors
ndash Create unique page titles
ndash Caption amp keyword your images
33
Wednesday May 19 2010
SEO CHECKLIST
bull On-Page Factors
ndash Create unique page titles
ndash Caption amp keyword your images
bull Build Links
ndash Photograph compelling material
34
Wednesday May 19 2010
35
Wednesday May 19 2010
SHAWN ROCCO CELLULAR OBSCURA
36
Wednesday May 19 2010
ldquoGOODrdquo CONTENT IS VISIBLE TO SEARCH ENGINES
37
Wednesday May 19 2010
SEO CHECKLIST
bull On-Page Factors
ndash Create unique page titles
ndash Caption amp keyword your images
bull Build Links
ndash Photograph compelling material
ndash Update frequently
38
Wednesday May 19 2010
SEO CHECKLIST
bull On-Page Factors
ndash Create unique page titles
ndash Caption amp keyword your images
bull Build Links
ndash Photograph compelling material
ndash Update frequently
ndash Anchor text matters
39
Wednesday May 19 2010
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
40
Wednesday May 19 2010
SEO STARTS WITH GOOD CONTENT
Good ldquocontentrdquo simply means
bull Keyword-rich textual content
bull Topical focus which meets the expectation of the viewr
bull Regular updates
bull Broad-based and growing
41
Wednesday May 19 2010
PHOTOSHELTER RESEARCH 2010 |
I Search Engine OptimizationII Social MediaIII AnalyticsIV BloggingV Conversion
42
Wednesday May 19 2010
INCREASE YOUR ONLINE FOOTPRINT
Should I be on TwitterShould I be on FacebookShould I be on LinkedIn
43
Answer 1
Yes for brand management
Wednesday May 19 2010
INCREASE YOUR ONLINE FOOTPRINT
44
Wednesday May 19 2010
INCREASE YOUR ONLINE FOOTPRINT
Donrsquot be the needle in the haystack
Be the haystack
45
Wednesday May 19 2010
INCREASE YOUR ONLINE FOOTPRINT
The goal of social media for business
bull NOT mindless interaction
bull Itrsquos a conduit to your website points of conversion
46
Wednesday May 19 2010
INCREASE YOUR ONLINE FOOTPRINT
Should I be on TwitterShould I be on FacebookShould I be on LinkedIn
47
Answer 2
I donrsquot know Test and analyze
Wednesday May 19 2010
PHOTOSHELTER RESEARCH 2010 |
I Search Engine OptimizationII Social MediaIII AnalyticsIV BloggingV Conversion
48
Wednesday May 19 2010
TRAFFIC SOURCES IN GOOGLE ANALYTICS
Wednesday May 19 2010
VISITS REFERRED BY KEYWORDS
Wednesday May 19 2010
GOOGLE ANALYTICS ldquoINTELLIGENCErdquo REPORTS
Wednesday May 19 2010
PHOTOSHELTER RESEARCH 2010 |
I Search Engine OptimizationII Social MediaIII AnalyticsIV BloggingV Conversion
52
Wednesday May 19 2010
BLOGGING FOR PHOTOGRAPHERS
Two types of bloggers
bull Those who can amass a large audience
bull Everyone else
53
Wednesday May 19 2010
YOU ARE NOT VINCENT LAFORET
54
Wednesday May 19 2010
BLOGGING FOR PHOTOGRAPHERS
55
Wednesday May 19 2010
SEO STARTS WITH GOOD CONTENT
Your blog is not an online journal
bull Itrsquos an SEO machine
bull You pick the topics
bull You pick the keywords and phrases
bull You create backlinks
56
Wednesday May 19 2010
PHOTOSHELTER RESEARCH 2010 |
I Search Engine OptimizationII Social MediaIII AnalyticsIV BloggingV Conversion
57
Wednesday May 19 2010
WHATrsquoS CONVERSION
Conversion is getting people to do what you want them to do
bull If your website is only an online portfolio then the only conversion is getting people to look at images
bull If you have e-commerce then you can create the ultimate conversion ndash making money 247
58
Wednesday May 19 2010
THE NYT amp YOUTUBE DONrsquoT DEAD END
59
Wednesday May 19 2010
WHAT IF WE ACTED LIKE START-UPS
60
and split tested our content using conversion as the Key Performance Indicator (KPI)
Wednesday May 19 2010
WHAT IF WE ACTED LIKE START-UPS
61
and leveraged our community to help with content creation while increasing their loyalty
Wednesday May 19 2010
WHAT IF WE ACTED LIKE START-UPS
62
and forced ourselves to have a mission statement for multimedia instead of doing it bc our cameras have video
Wednesday May 19 2010
PHOTOSHELTER RESEARCH 2010 | 63
ALLENrsquoS UNINTELLIGIBLE TENET 5
Multimediarsquos promise is unfulfilledThe vision is a decade oldYou can change that
Wednesday May 19 2010
httpwwwphotosheltercommktresearch
Wednesday May 19 2010
PHOTOSHELTER RESEARCH 2010 |
If Content is KingMarketing is the Boston Celtics
8
ALLENrsquoS OBSCURE TENET 4
Wednesday May 19 2010
PHOTOSHELTER RESEARCH 2010 |
I Search Engine OptimizationII Social MediaIII AnalyticsIV BloggingV Conversion
9
Wednesday May 19 2010
bull Googled ldquotoilet seatsrdquo
bull Clicked Kohlercom
bull Found a ldquoquiet closerdquo seat
bull Ordered online
bull Installed it
bull Much happiness
10
THERE ONCE WAS A MAN
2
Wednesday May 19 2010
11
MAD LIB
DECONSTRUCTION
4
Wednesday May 19 2010
12
MAD LIB RAISING THE BAR BY LOWERING THE SEAT
A __________ needed a __________ but didnrsquot 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
5
guy toilet seattoilet seat
kohlercomtoilet seats
toilet seattoilet seat
dayshappy
Wednesday May 19 2010
13
MAD LIB THINGS ARE STARTING TO CLICK
A _____________ needed a __________ but didnrsquot 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
6
magazine editor travel imagewaikiki photo
hawaiipicscombeach photos
imageimage
secondsrelieved
Wednesday May 19 2010
14
THE ONE THAT GOT AWAY
7
Wednesday May 19 2010
PHOTOSHELTER RESEARCH 2010 |
Searching for your name and finding your own website isnrsquot SEO
The goal is unsolicited web traffic
15
Wednesday May 19 2010
WHERErsquoS YOUR WEBSITE
When a user searches forndash syracuse multimedia producer
ndash best wedding video nyc
ndash canon 5d video seminar
16
Wednesday May 19 2010
17
Wednesday May 19 2010
GOOGLE PLACES
googlecomlocaladd
18
Wednesday May 19 2010
19
Wednesday May 19 2010
GOLDEN TRIANGLE
bull In eye-tracking and mouse-tracking studies most clicking occurs in the top 3 positions
bull Drops dramatically ldquobelow foldrdquo
bull SEO is about being on page 1
20
Wednesday May 19 2010
WHAT FACTORS AFFECT SEO
Domain30
Links44
On-Page15
Usage13
Source Rand FishkinSEOMozorg
Wednesday May 19 2010
WHAT FACTORS AFFECT SEO
Links amp Anchor Text
bull Inbound Links
bull Distance from Trusted Domain
bull PageRank
bull Anchor Text
The most important factors
22
Domain30
Links44
On-Page15
Usage13
Wednesday May 19 2010
WHAT FACTORS AFFECT SEO
On-Page Factors
bull Page Titlesbull Meta Descbull Descriptive
URLbull ALT data
You can do it
23
Domain30
Links44
On-Page15
Usage13
Wednesday May 19 2010
SEO CHECKLIST
bull On-Page Factors (aka Good Content)
24
Wednesday May 19 2010
ON-PAGE TITLE amp META DESCRIPTION
Wednesday May 19 2010
ON-PAGE TITLE amp META DESCRIPTION
Wednesday May 19 2010
ON-PAGE TITLE amp META DESCRIPTION
Wednesday May 19 2010
ON-PAGE TITLE amp META DESCRIPTION
bull Page title is the most important on-page factor
bull Create unique page titles and meta descriptions
bull The order of keywords in titles correlates strongly with SEO ranking
bull Title 70 char Desc 140 char
bull Put your name at the end of the title
bull Description should be considered as ldquoad copyrdquo for your SERP
28
Wednesday May 19 2010
SEO CHECKLIST
bull On-Page Factors
ndash Create unique page titles
ndash Caption amp keyword your images
29
Wednesday May 19 2010
Search Engine and ldquoSEOrdquo to-do list
Wednesday May 19 2010
ON-PAGE KEYWORDS amp CAPTIONS
bull Search engines cannot read embedded meta data (yet)
bull Your website needs to redisplay this data next to your images
bull Create a keyword ldquohit listrdquo of terms that yoursquod like to rank for in search engines
31
Wednesday May 19 2010
GOOGLE ADWORDSADWORDSGOOGLECOM
Wednesday May 19 2010
SEO CHECKLIST
bull On-Page Factors
ndash Create unique page titles
ndash Caption amp keyword your images
33
Wednesday May 19 2010
SEO CHECKLIST
bull On-Page Factors
ndash Create unique page titles
ndash Caption amp keyword your images
bull Build Links
ndash Photograph compelling material
34
Wednesday May 19 2010
35
Wednesday May 19 2010
SHAWN ROCCO CELLULAR OBSCURA
36
Wednesday May 19 2010
ldquoGOODrdquo CONTENT IS VISIBLE TO SEARCH ENGINES
37
Wednesday May 19 2010
SEO CHECKLIST
bull On-Page Factors
ndash Create unique page titles
ndash Caption amp keyword your images
bull Build Links
ndash Photograph compelling material
ndash Update frequently
38
Wednesday May 19 2010
SEO CHECKLIST
bull On-Page Factors
ndash Create unique page titles
ndash Caption amp keyword your images
bull Build Links
ndash Photograph compelling material
ndash Update frequently
ndash Anchor text matters
39
Wednesday May 19 2010
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
40
Wednesday May 19 2010
SEO STARTS WITH GOOD CONTENT
Good ldquocontentrdquo simply means
bull Keyword-rich textual content
bull Topical focus which meets the expectation of the viewr
bull Regular updates
bull Broad-based and growing
41
Wednesday May 19 2010
PHOTOSHELTER RESEARCH 2010 |
I Search Engine OptimizationII Social MediaIII AnalyticsIV BloggingV Conversion
42
Wednesday May 19 2010
INCREASE YOUR ONLINE FOOTPRINT
Should I be on TwitterShould I be on FacebookShould I be on LinkedIn
43
Answer 1
Yes for brand management
Wednesday May 19 2010
INCREASE YOUR ONLINE FOOTPRINT
44
Wednesday May 19 2010
INCREASE YOUR ONLINE FOOTPRINT
Donrsquot be the needle in the haystack
Be the haystack
45
Wednesday May 19 2010
INCREASE YOUR ONLINE FOOTPRINT
The goal of social media for business
bull NOT mindless interaction
bull Itrsquos a conduit to your website points of conversion
46
Wednesday May 19 2010
INCREASE YOUR ONLINE FOOTPRINT
Should I be on TwitterShould I be on FacebookShould I be on LinkedIn
47
Answer 2
I donrsquot know Test and analyze
Wednesday May 19 2010
PHOTOSHELTER RESEARCH 2010 |
I Search Engine OptimizationII Social MediaIII AnalyticsIV BloggingV Conversion
48
Wednesday May 19 2010
TRAFFIC SOURCES IN GOOGLE ANALYTICS
Wednesday May 19 2010
VISITS REFERRED BY KEYWORDS
Wednesday May 19 2010
GOOGLE ANALYTICS ldquoINTELLIGENCErdquo REPORTS
Wednesday May 19 2010
PHOTOSHELTER RESEARCH 2010 |
I Search Engine OptimizationII Social MediaIII AnalyticsIV BloggingV Conversion
52
Wednesday May 19 2010
BLOGGING FOR PHOTOGRAPHERS
Two types of bloggers
bull Those who can amass a large audience
bull Everyone else
53
Wednesday May 19 2010
YOU ARE NOT VINCENT LAFORET
54
Wednesday May 19 2010
BLOGGING FOR PHOTOGRAPHERS
55
Wednesday May 19 2010
SEO STARTS WITH GOOD CONTENT
Your blog is not an online journal
bull Itrsquos an SEO machine
bull You pick the topics
bull You pick the keywords and phrases
bull You create backlinks
56
Wednesday May 19 2010
PHOTOSHELTER RESEARCH 2010 |
I Search Engine OptimizationII Social MediaIII AnalyticsIV BloggingV Conversion
57
Wednesday May 19 2010
WHATrsquoS CONVERSION
Conversion is getting people to do what you want them to do
bull If your website is only an online portfolio then the only conversion is getting people to look at images
bull If you have e-commerce then you can create the ultimate conversion ndash making money 247
58
Wednesday May 19 2010
THE NYT amp YOUTUBE DONrsquoT DEAD END
59
Wednesday May 19 2010
WHAT IF WE ACTED LIKE START-UPS
60
and split tested our content using conversion as the Key Performance Indicator (KPI)
Wednesday May 19 2010
WHAT IF WE ACTED LIKE START-UPS
61
and leveraged our community to help with content creation while increasing their loyalty
Wednesday May 19 2010
WHAT IF WE ACTED LIKE START-UPS
62
and forced ourselves to have a mission statement for multimedia instead of doing it bc our cameras have video
Wednesday May 19 2010
PHOTOSHELTER RESEARCH 2010 | 63
ALLENrsquoS UNINTELLIGIBLE TENET 5
Multimediarsquos promise is unfulfilledThe vision is a decade oldYou can change that
Wednesday May 19 2010
httpwwwphotosheltercommktresearch
Wednesday May 19 2010
PHOTOSHELTER RESEARCH 2010 |
I Search Engine OptimizationII Social MediaIII AnalyticsIV BloggingV Conversion
9
Wednesday May 19 2010
bull Googled ldquotoilet seatsrdquo
bull Clicked Kohlercom
bull Found a ldquoquiet closerdquo seat
bull Ordered online
bull Installed it
bull Much happiness
10
THERE ONCE WAS A MAN
2
Wednesday May 19 2010
11
MAD LIB
DECONSTRUCTION
4
Wednesday May 19 2010
12
MAD LIB RAISING THE BAR BY LOWERING THE SEAT
A __________ needed a __________ but didnrsquot 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
5
guy toilet seattoilet seat
kohlercomtoilet seats
toilet seattoilet seat
dayshappy
Wednesday May 19 2010
13
MAD LIB THINGS ARE STARTING TO CLICK
A _____________ needed a __________ but didnrsquot 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
6
magazine editor travel imagewaikiki photo
hawaiipicscombeach photos
imageimage
secondsrelieved
Wednesday May 19 2010
14
THE ONE THAT GOT AWAY
7
Wednesday May 19 2010
PHOTOSHELTER RESEARCH 2010 |
Searching for your name and finding your own website isnrsquot SEO
The goal is unsolicited web traffic
15
Wednesday May 19 2010
WHERErsquoS YOUR WEBSITE
When a user searches forndash syracuse multimedia producer
ndash best wedding video nyc
ndash canon 5d video seminar
16
Wednesday May 19 2010
17
Wednesday May 19 2010
GOOGLE PLACES
googlecomlocaladd
18
Wednesday May 19 2010
19
Wednesday May 19 2010
GOLDEN TRIANGLE
bull In eye-tracking and mouse-tracking studies most clicking occurs in the top 3 positions
bull Drops dramatically ldquobelow foldrdquo
bull SEO is about being on page 1
20
Wednesday May 19 2010
WHAT FACTORS AFFECT SEO
Domain30
Links44
On-Page15
Usage13
Source Rand FishkinSEOMozorg
Wednesday May 19 2010
WHAT FACTORS AFFECT SEO
Links amp Anchor Text
bull Inbound Links
bull Distance from Trusted Domain
bull PageRank
bull Anchor Text
The most important factors
22
Domain30
Links44
On-Page15
Usage13
Wednesday May 19 2010
WHAT FACTORS AFFECT SEO
On-Page Factors
bull Page Titlesbull Meta Descbull Descriptive
URLbull ALT data
You can do it
23
Domain30
Links44
On-Page15
Usage13
Wednesday May 19 2010
SEO CHECKLIST
bull On-Page Factors (aka Good Content)
24
Wednesday May 19 2010
ON-PAGE TITLE amp META DESCRIPTION
Wednesday May 19 2010
ON-PAGE TITLE amp META DESCRIPTION
Wednesday May 19 2010
ON-PAGE TITLE amp META DESCRIPTION
Wednesday May 19 2010
ON-PAGE TITLE amp META DESCRIPTION
bull Page title is the most important on-page factor
bull Create unique page titles and meta descriptions
bull The order of keywords in titles correlates strongly with SEO ranking
bull Title 70 char Desc 140 char
bull Put your name at the end of the title
bull Description should be considered as ldquoad copyrdquo for your SERP
28
Wednesday May 19 2010
SEO CHECKLIST
bull On-Page Factors
ndash Create unique page titles
ndash Caption amp keyword your images
29
Wednesday May 19 2010
Search Engine and ldquoSEOrdquo to-do list
Wednesday May 19 2010
ON-PAGE KEYWORDS amp CAPTIONS
bull Search engines cannot read embedded meta data (yet)
bull Your website needs to redisplay this data next to your images
bull Create a keyword ldquohit listrdquo of terms that yoursquod like to rank for in search engines
31
Wednesday May 19 2010
GOOGLE ADWORDSADWORDSGOOGLECOM
Wednesday May 19 2010
SEO CHECKLIST
bull On-Page Factors
ndash Create unique page titles
ndash Caption amp keyword your images
33
Wednesday May 19 2010
SEO CHECKLIST
bull On-Page Factors
ndash Create unique page titles
ndash Caption amp keyword your images
bull Build Links
ndash Photograph compelling material
34
Wednesday May 19 2010
35
Wednesday May 19 2010
SHAWN ROCCO CELLULAR OBSCURA
36
Wednesday May 19 2010
ldquoGOODrdquo CONTENT IS VISIBLE TO SEARCH ENGINES
37
Wednesday May 19 2010
SEO CHECKLIST
bull On-Page Factors
ndash Create unique page titles
ndash Caption amp keyword your images
bull Build Links
ndash Photograph compelling material
ndash Update frequently
38
Wednesday May 19 2010
SEO CHECKLIST
bull On-Page Factors
ndash Create unique page titles
ndash Caption amp keyword your images
bull Build Links
ndash Photograph compelling material
ndash Update frequently
ndash Anchor text matters
39
Wednesday May 19 2010
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
40
Wednesday May 19 2010
SEO STARTS WITH GOOD CONTENT
Good ldquocontentrdquo simply means
bull Keyword-rich textual content
bull Topical focus which meets the expectation of the viewr
bull Regular updates
bull Broad-based and growing
41
Wednesday May 19 2010
PHOTOSHELTER RESEARCH 2010 |
I Search Engine OptimizationII Social MediaIII AnalyticsIV BloggingV Conversion
42
Wednesday May 19 2010
INCREASE YOUR ONLINE FOOTPRINT
Should I be on TwitterShould I be on FacebookShould I be on LinkedIn
43
Answer 1
Yes for brand management
Wednesday May 19 2010
INCREASE YOUR ONLINE FOOTPRINT
44
Wednesday May 19 2010
INCREASE YOUR ONLINE FOOTPRINT
Donrsquot be the needle in the haystack
Be the haystack
45
Wednesday May 19 2010
INCREASE YOUR ONLINE FOOTPRINT
The goal of social media for business
bull NOT mindless interaction
bull Itrsquos a conduit to your website points of conversion
46
Wednesday May 19 2010
INCREASE YOUR ONLINE FOOTPRINT
Should I be on TwitterShould I be on FacebookShould I be on LinkedIn
47
Answer 2
I donrsquot know Test and analyze
Wednesday May 19 2010
PHOTOSHELTER RESEARCH 2010 |
I Search Engine OptimizationII Social MediaIII AnalyticsIV BloggingV Conversion
48
Wednesday May 19 2010
TRAFFIC SOURCES IN GOOGLE ANALYTICS
Wednesday May 19 2010
VISITS REFERRED BY KEYWORDS
Wednesday May 19 2010
GOOGLE ANALYTICS ldquoINTELLIGENCErdquo REPORTS
Wednesday May 19 2010
PHOTOSHELTER RESEARCH 2010 |
I Search Engine OptimizationII Social MediaIII AnalyticsIV BloggingV Conversion
52
Wednesday May 19 2010
BLOGGING FOR PHOTOGRAPHERS
Two types of bloggers
bull Those who can amass a large audience
bull Everyone else
53
Wednesday May 19 2010
YOU ARE NOT VINCENT LAFORET
54
Wednesday May 19 2010
BLOGGING FOR PHOTOGRAPHERS
55
Wednesday May 19 2010
SEO STARTS WITH GOOD CONTENT
Your blog is not an online journal
bull Itrsquos an SEO machine
bull You pick the topics
bull You pick the keywords and phrases
bull You create backlinks
56
Wednesday May 19 2010
PHOTOSHELTER RESEARCH 2010 |
I Search Engine OptimizationII Social MediaIII AnalyticsIV BloggingV Conversion
57
Wednesday May 19 2010
WHATrsquoS CONVERSION
Conversion is getting people to do what you want them to do
bull If your website is only an online portfolio then the only conversion is getting people to look at images
bull If you have e-commerce then you can create the ultimate conversion ndash making money 247
58
Wednesday May 19 2010
THE NYT amp YOUTUBE DONrsquoT DEAD END
59
Wednesday May 19 2010
WHAT IF WE ACTED LIKE START-UPS
60
and split tested our content using conversion as the Key Performance Indicator (KPI)
Wednesday May 19 2010
WHAT IF WE ACTED LIKE START-UPS
61
and leveraged our community to help with content creation while increasing their loyalty
Wednesday May 19 2010
WHAT IF WE ACTED LIKE START-UPS
62
and forced ourselves to have a mission statement for multimedia instead of doing it bc our cameras have video
Wednesday May 19 2010
PHOTOSHELTER RESEARCH 2010 | 63
ALLENrsquoS UNINTELLIGIBLE TENET 5
Multimediarsquos promise is unfulfilledThe vision is a decade oldYou can change that
Wednesday May 19 2010
httpwwwphotosheltercommktresearch
Wednesday May 19 2010
bull Googled ldquotoilet seatsrdquo
bull Clicked Kohlercom
bull Found a ldquoquiet closerdquo seat
bull Ordered online
bull Installed it
bull Much happiness
10
THERE ONCE WAS A MAN
2
Wednesday May 19 2010
11
MAD LIB
DECONSTRUCTION
4
Wednesday May 19 2010
12
MAD LIB RAISING THE BAR BY LOWERING THE SEAT
A __________ needed a __________ but didnrsquot 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
5
guy toilet seattoilet seat
kohlercomtoilet seats
toilet seattoilet seat
dayshappy
Wednesday May 19 2010
13
MAD LIB THINGS ARE STARTING TO CLICK
A _____________ needed a __________ but didnrsquot 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
6
magazine editor travel imagewaikiki photo
hawaiipicscombeach photos
imageimage
secondsrelieved
Wednesday May 19 2010
14
THE ONE THAT GOT AWAY
7
Wednesday May 19 2010
PHOTOSHELTER RESEARCH 2010 |
Searching for your name and finding your own website isnrsquot SEO
The goal is unsolicited web traffic
15
Wednesday May 19 2010
WHERErsquoS YOUR WEBSITE
When a user searches forndash syracuse multimedia producer
ndash best wedding video nyc
ndash canon 5d video seminar
16
Wednesday May 19 2010
17
Wednesday May 19 2010
GOOGLE PLACES
googlecomlocaladd
18
Wednesday May 19 2010
19
Wednesday May 19 2010
GOLDEN TRIANGLE
bull In eye-tracking and mouse-tracking studies most clicking occurs in the top 3 positions
bull Drops dramatically ldquobelow foldrdquo
bull SEO is about being on page 1
20
Wednesday May 19 2010
WHAT FACTORS AFFECT SEO
Domain30
Links44
On-Page15
Usage13
Source Rand FishkinSEOMozorg
Wednesday May 19 2010
WHAT FACTORS AFFECT SEO
Links amp Anchor Text
bull Inbound Links
bull Distance from Trusted Domain
bull PageRank
bull Anchor Text
The most important factors
22
Domain30
Links44
On-Page15
Usage13
Wednesday May 19 2010
WHAT FACTORS AFFECT SEO
On-Page Factors
bull Page Titlesbull Meta Descbull Descriptive
URLbull ALT data
You can do it
23
Domain30
Links44
On-Page15
Usage13
Wednesday May 19 2010
SEO CHECKLIST
bull On-Page Factors (aka Good Content)
24
Wednesday May 19 2010
ON-PAGE TITLE amp META DESCRIPTION
Wednesday May 19 2010
ON-PAGE TITLE amp META DESCRIPTION
Wednesday May 19 2010
ON-PAGE TITLE amp META DESCRIPTION
Wednesday May 19 2010
ON-PAGE TITLE amp META DESCRIPTION
bull Page title is the most important on-page factor
bull Create unique page titles and meta descriptions
bull The order of keywords in titles correlates strongly with SEO ranking
bull Title 70 char Desc 140 char
bull Put your name at the end of the title
bull Description should be considered as ldquoad copyrdquo for your SERP
28
Wednesday May 19 2010
SEO CHECKLIST
bull On-Page Factors
ndash Create unique page titles
ndash Caption amp keyword your images
29
Wednesday May 19 2010
Search Engine and ldquoSEOrdquo to-do list
Wednesday May 19 2010
ON-PAGE KEYWORDS amp CAPTIONS
bull Search engines cannot read embedded meta data (yet)
bull Your website needs to redisplay this data next to your images
bull Create a keyword ldquohit listrdquo of terms that yoursquod like to rank for in search engines
31
Wednesday May 19 2010
GOOGLE ADWORDSADWORDSGOOGLECOM
Wednesday May 19 2010
SEO CHECKLIST
bull On-Page Factors
ndash Create unique page titles
ndash Caption amp keyword your images
33
Wednesday May 19 2010
SEO CHECKLIST
bull On-Page Factors
ndash Create unique page titles
ndash Caption amp keyword your images
bull Build Links
ndash Photograph compelling material
34
Wednesday May 19 2010
35
Wednesday May 19 2010
SHAWN ROCCO CELLULAR OBSCURA
36
Wednesday May 19 2010
ldquoGOODrdquo CONTENT IS VISIBLE TO SEARCH ENGINES
37
Wednesday May 19 2010
SEO CHECKLIST
bull On-Page Factors
ndash Create unique page titles
ndash Caption amp keyword your images
bull Build Links
ndash Photograph compelling material
ndash Update frequently
38
Wednesday May 19 2010
SEO CHECKLIST
bull On-Page Factors
ndash Create unique page titles
ndash Caption amp keyword your images
bull Build Links
ndash Photograph compelling material
ndash Update frequently
ndash Anchor text matters
39
Wednesday May 19 2010
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
40
Wednesday May 19 2010
SEO STARTS WITH GOOD CONTENT
Good ldquocontentrdquo simply means
bull Keyword-rich textual content
bull Topical focus which meets the expectation of the viewr
bull Regular updates
bull Broad-based and growing
41
Wednesday May 19 2010
PHOTOSHELTER RESEARCH 2010 |
I Search Engine OptimizationII Social MediaIII AnalyticsIV BloggingV Conversion
42
Wednesday May 19 2010
INCREASE YOUR ONLINE FOOTPRINT
Should I be on TwitterShould I be on FacebookShould I be on LinkedIn
43
Answer 1
Yes for brand management
Wednesday May 19 2010
INCREASE YOUR ONLINE FOOTPRINT
44
Wednesday May 19 2010
INCREASE YOUR ONLINE FOOTPRINT
Donrsquot be the needle in the haystack
Be the haystack
45
Wednesday May 19 2010
INCREASE YOUR ONLINE FOOTPRINT
The goal of social media for business
bull NOT mindless interaction
bull Itrsquos a conduit to your website points of conversion
46
Wednesday May 19 2010
INCREASE YOUR ONLINE FOOTPRINT
Should I be on TwitterShould I be on FacebookShould I be on LinkedIn
47
Answer 2
I donrsquot know Test and analyze
Wednesday May 19 2010
PHOTOSHELTER RESEARCH 2010 |
I Search Engine OptimizationII Social MediaIII AnalyticsIV BloggingV Conversion
48
Wednesday May 19 2010
TRAFFIC SOURCES IN GOOGLE ANALYTICS
Wednesday May 19 2010
VISITS REFERRED BY KEYWORDS
Wednesday May 19 2010
GOOGLE ANALYTICS ldquoINTELLIGENCErdquo REPORTS
Wednesday May 19 2010
PHOTOSHELTER RESEARCH 2010 |
I Search Engine OptimizationII Social MediaIII AnalyticsIV BloggingV Conversion
52
Wednesday May 19 2010
BLOGGING FOR PHOTOGRAPHERS
Two types of bloggers
bull Those who can amass a large audience
bull Everyone else
53
Wednesday May 19 2010
YOU ARE NOT VINCENT LAFORET
54
Wednesday May 19 2010
BLOGGING FOR PHOTOGRAPHERS
55
Wednesday May 19 2010
SEO STARTS WITH GOOD CONTENT
Your blog is not an online journal
bull Itrsquos an SEO machine
bull You pick the topics
bull You pick the keywords and phrases
bull You create backlinks
56
Wednesday May 19 2010
PHOTOSHELTER RESEARCH 2010 |
I Search Engine OptimizationII Social MediaIII AnalyticsIV BloggingV Conversion
57
Wednesday May 19 2010
WHATrsquoS CONVERSION
Conversion is getting people to do what you want them to do
bull If your website is only an online portfolio then the only conversion is getting people to look at images
bull If you have e-commerce then you can create the ultimate conversion ndash making money 247
58
Wednesday May 19 2010
THE NYT amp YOUTUBE DONrsquoT DEAD END
59
Wednesday May 19 2010
WHAT IF WE ACTED LIKE START-UPS
60
and split tested our content using conversion as the Key Performance Indicator (KPI)
Wednesday May 19 2010
WHAT IF WE ACTED LIKE START-UPS
61
and leveraged our community to help with content creation while increasing their loyalty
Wednesday May 19 2010
WHAT IF WE ACTED LIKE START-UPS
62
and forced ourselves to have a mission statement for multimedia instead of doing it bc our cameras have video
Wednesday May 19 2010
PHOTOSHELTER RESEARCH 2010 | 63
ALLENrsquoS UNINTELLIGIBLE TENET 5
Multimediarsquos promise is unfulfilledThe vision is a decade oldYou can change that
Wednesday May 19 2010
httpwwwphotosheltercommktresearch
Wednesday May 19 2010
11
MAD LIB
DECONSTRUCTION
4
Wednesday May 19 2010
12
MAD LIB RAISING THE BAR BY LOWERING THE SEAT
A __________ needed a __________ but didnrsquot 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
5
guy toilet seattoilet seat
kohlercomtoilet seats
toilet seattoilet seat
dayshappy
Wednesday May 19 2010
13
MAD LIB THINGS ARE STARTING TO CLICK
A _____________ needed a __________ but didnrsquot 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
6
magazine editor travel imagewaikiki photo
hawaiipicscombeach photos
imageimage
secondsrelieved
Wednesday May 19 2010
14
THE ONE THAT GOT AWAY
7
Wednesday May 19 2010
PHOTOSHELTER RESEARCH 2010 |
Searching for your name and finding your own website isnrsquot SEO
The goal is unsolicited web traffic
15
Wednesday May 19 2010
WHERErsquoS YOUR WEBSITE
When a user searches forndash syracuse multimedia producer
ndash best wedding video nyc
ndash canon 5d video seminar
16
Wednesday May 19 2010
17
Wednesday May 19 2010
GOOGLE PLACES
googlecomlocaladd
18
Wednesday May 19 2010
19
Wednesday May 19 2010
GOLDEN TRIANGLE
bull In eye-tracking and mouse-tracking studies most clicking occurs in the top 3 positions
bull Drops dramatically ldquobelow foldrdquo
bull SEO is about being on page 1
20
Wednesday May 19 2010
WHAT FACTORS AFFECT SEO
Domain30
Links44
On-Page15
Usage13
Source Rand FishkinSEOMozorg
Wednesday May 19 2010
WHAT FACTORS AFFECT SEO
Links amp Anchor Text
bull Inbound Links
bull Distance from Trusted Domain
bull PageRank
bull Anchor Text
The most important factors
22
Domain30
Links44
On-Page15
Usage13
Wednesday May 19 2010
WHAT FACTORS AFFECT SEO
On-Page Factors
bull Page Titlesbull Meta Descbull Descriptive
URLbull ALT data
You can do it
23
Domain30
Links44
On-Page15
Usage13
Wednesday May 19 2010
SEO CHECKLIST
bull On-Page Factors (aka Good Content)
24
Wednesday May 19 2010
ON-PAGE TITLE amp META DESCRIPTION
Wednesday May 19 2010
ON-PAGE TITLE amp META DESCRIPTION
Wednesday May 19 2010
ON-PAGE TITLE amp META DESCRIPTION
Wednesday May 19 2010
ON-PAGE TITLE amp META DESCRIPTION
bull Page title is the most important on-page factor
bull Create unique page titles and meta descriptions
bull The order of keywords in titles correlates strongly with SEO ranking
bull Title 70 char Desc 140 char
bull Put your name at the end of the title
bull Description should be considered as ldquoad copyrdquo for your SERP
28
Wednesday May 19 2010
SEO CHECKLIST
bull On-Page Factors
ndash Create unique page titles
ndash Caption amp keyword your images
29
Wednesday May 19 2010
Search Engine and ldquoSEOrdquo to-do list
Wednesday May 19 2010
ON-PAGE KEYWORDS amp CAPTIONS
bull Search engines cannot read embedded meta data (yet)
bull Your website needs to redisplay this data next to your images
bull Create a keyword ldquohit listrdquo of terms that yoursquod like to rank for in search engines
31
Wednesday May 19 2010
GOOGLE ADWORDSADWORDSGOOGLECOM
Wednesday May 19 2010
SEO CHECKLIST
bull On-Page Factors
ndash Create unique page titles
ndash Caption amp keyword your images
33
Wednesday May 19 2010
SEO CHECKLIST
bull On-Page Factors
ndash Create unique page titles
ndash Caption amp keyword your images
bull Build Links
ndash Photograph compelling material
34
Wednesday May 19 2010
35
Wednesday May 19 2010
SHAWN ROCCO CELLULAR OBSCURA
36
Wednesday May 19 2010
ldquoGOODrdquo CONTENT IS VISIBLE TO SEARCH ENGINES
37
Wednesday May 19 2010
SEO CHECKLIST
bull On-Page Factors
ndash Create unique page titles
ndash Caption amp keyword your images
bull Build Links
ndash Photograph compelling material
ndash Update frequently
38
Wednesday May 19 2010
SEO CHECKLIST
bull On-Page Factors
ndash Create unique page titles
ndash Caption amp keyword your images
bull Build Links
ndash Photograph compelling material
ndash Update frequently
ndash Anchor text matters
39
Wednesday May 19 2010
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
40
Wednesday May 19 2010
SEO STARTS WITH GOOD CONTENT
Good ldquocontentrdquo simply means
bull Keyword-rich textual content
bull Topical focus which meets the expectation of the viewr
bull Regular updates
bull Broad-based and growing
41
Wednesday May 19 2010
PHOTOSHELTER RESEARCH 2010 |
I Search Engine OptimizationII Social MediaIII AnalyticsIV BloggingV Conversion
42
Wednesday May 19 2010
INCREASE YOUR ONLINE FOOTPRINT
Should I be on TwitterShould I be on FacebookShould I be on LinkedIn
43
Answer 1
Yes for brand management
Wednesday May 19 2010
INCREASE YOUR ONLINE FOOTPRINT
44
Wednesday May 19 2010
INCREASE YOUR ONLINE FOOTPRINT
Donrsquot be the needle in the haystack
Be the haystack
45
Wednesday May 19 2010
INCREASE YOUR ONLINE FOOTPRINT
The goal of social media for business
bull NOT mindless interaction
bull Itrsquos a conduit to your website points of conversion
46
Wednesday May 19 2010
INCREASE YOUR ONLINE FOOTPRINT
Should I be on TwitterShould I be on FacebookShould I be on LinkedIn
47
Answer 2
I donrsquot know Test and analyze
Wednesday May 19 2010
PHOTOSHELTER RESEARCH 2010 |
I Search Engine OptimizationII Social MediaIII AnalyticsIV BloggingV Conversion
48
Wednesday May 19 2010
TRAFFIC SOURCES IN GOOGLE ANALYTICS
Wednesday May 19 2010
VISITS REFERRED BY KEYWORDS
Wednesday May 19 2010
GOOGLE ANALYTICS ldquoINTELLIGENCErdquo REPORTS
Wednesday May 19 2010
PHOTOSHELTER RESEARCH 2010 |
I Search Engine OptimizationII Social MediaIII AnalyticsIV BloggingV Conversion
52
Wednesday May 19 2010
BLOGGING FOR PHOTOGRAPHERS
Two types of bloggers
bull Those who can amass a large audience
bull Everyone else
53
Wednesday May 19 2010
YOU ARE NOT VINCENT LAFORET
54
Wednesday May 19 2010
BLOGGING FOR PHOTOGRAPHERS
55
Wednesday May 19 2010
SEO STARTS WITH GOOD CONTENT
Your blog is not an online journal
bull Itrsquos an SEO machine
bull You pick the topics
bull You pick the keywords and phrases
bull You create backlinks
56
Wednesday May 19 2010
PHOTOSHELTER RESEARCH 2010 |
I Search Engine OptimizationII Social MediaIII AnalyticsIV BloggingV Conversion
57
Wednesday May 19 2010
WHATrsquoS CONVERSION
Conversion is getting people to do what you want them to do
bull If your website is only an online portfolio then the only conversion is getting people to look at images
bull If you have e-commerce then you can create the ultimate conversion ndash making money 247
58
Wednesday May 19 2010
THE NYT amp YOUTUBE DONrsquoT DEAD END
59
Wednesday May 19 2010
WHAT IF WE ACTED LIKE START-UPS
60
and split tested our content using conversion as the Key Performance Indicator (KPI)
Wednesday May 19 2010
WHAT IF WE ACTED LIKE START-UPS
61
and leveraged our community to help with content creation while increasing their loyalty
Wednesday May 19 2010
WHAT IF WE ACTED LIKE START-UPS
62
and forced ourselves to have a mission statement for multimedia instead of doing it bc our cameras have video
Wednesday May 19 2010
PHOTOSHELTER RESEARCH 2010 | 63
ALLENrsquoS UNINTELLIGIBLE TENET 5
Multimediarsquos promise is unfulfilledThe vision is a decade oldYou can change that
Wednesday May 19 2010
httpwwwphotosheltercommktresearch
Wednesday May 19 2010
12
MAD LIB RAISING THE BAR BY LOWERING THE SEAT
A __________ needed a __________ but didnrsquot 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
5
guy toilet seattoilet seat
kohlercomtoilet seats
toilet seattoilet seat
dayshappy
Wednesday May 19 2010
13
MAD LIB THINGS ARE STARTING TO CLICK
A _____________ needed a __________ but didnrsquot 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
6
magazine editor travel imagewaikiki photo
hawaiipicscombeach photos
imageimage
secondsrelieved
Wednesday May 19 2010
14
THE ONE THAT GOT AWAY
7
Wednesday May 19 2010
PHOTOSHELTER RESEARCH 2010 |
Searching for your name and finding your own website isnrsquot SEO
The goal is unsolicited web traffic
15
Wednesday May 19 2010
WHERErsquoS YOUR WEBSITE
When a user searches forndash syracuse multimedia producer
ndash best wedding video nyc
ndash canon 5d video seminar
16
Wednesday May 19 2010
17
Wednesday May 19 2010
GOOGLE PLACES
googlecomlocaladd
18
Wednesday May 19 2010
19
Wednesday May 19 2010
GOLDEN TRIANGLE
bull In eye-tracking and mouse-tracking studies most clicking occurs in the top 3 positions
bull Drops dramatically ldquobelow foldrdquo
bull SEO is about being on page 1
20
Wednesday May 19 2010
WHAT FACTORS AFFECT SEO
Domain30
Links44
On-Page15
Usage13
Source Rand FishkinSEOMozorg
Wednesday May 19 2010
WHAT FACTORS AFFECT SEO
Links amp Anchor Text
bull Inbound Links
bull Distance from Trusted Domain
bull PageRank
bull Anchor Text
The most important factors
22
Domain30
Links44
On-Page15
Usage13
Wednesday May 19 2010
WHAT FACTORS AFFECT SEO
On-Page Factors
bull Page Titlesbull Meta Descbull Descriptive
URLbull ALT data
You can do it
23
Domain30
Links44
On-Page15
Usage13
Wednesday May 19 2010
SEO CHECKLIST
bull On-Page Factors (aka Good Content)
24
Wednesday May 19 2010
ON-PAGE TITLE amp META DESCRIPTION
Wednesday May 19 2010
ON-PAGE TITLE amp META DESCRIPTION
Wednesday May 19 2010
ON-PAGE TITLE amp META DESCRIPTION
Wednesday May 19 2010
ON-PAGE TITLE amp META DESCRIPTION
bull Page title is the most important on-page factor
bull Create unique page titles and meta descriptions
bull The order of keywords in titles correlates strongly with SEO ranking
bull Title 70 char Desc 140 char
bull Put your name at the end of the title
bull Description should be considered as ldquoad copyrdquo for your SERP
28
Wednesday May 19 2010
SEO CHECKLIST
bull On-Page Factors
ndash Create unique page titles
ndash Caption amp keyword your images
29
Wednesday May 19 2010
Search Engine and ldquoSEOrdquo to-do list
Wednesday May 19 2010
ON-PAGE KEYWORDS amp CAPTIONS
bull Search engines cannot read embedded meta data (yet)
bull Your website needs to redisplay this data next to your images
bull Create a keyword ldquohit listrdquo of terms that yoursquod like to rank for in search engines
31
Wednesday May 19 2010
GOOGLE ADWORDSADWORDSGOOGLECOM
Wednesday May 19 2010
SEO CHECKLIST
bull On-Page Factors
ndash Create unique page titles
ndash Caption amp keyword your images
33
Wednesday May 19 2010
SEO CHECKLIST
bull On-Page Factors
ndash Create unique page titles
ndash Caption amp keyword your images
bull Build Links
ndash Photograph compelling material
34
Wednesday May 19 2010
35
Wednesday May 19 2010
SHAWN ROCCO CELLULAR OBSCURA
36
Wednesday May 19 2010
ldquoGOODrdquo CONTENT IS VISIBLE TO SEARCH ENGINES
37
Wednesday May 19 2010
SEO CHECKLIST
bull On-Page Factors
ndash Create unique page titles
ndash Caption amp keyword your images
bull Build Links
ndash Photograph compelling material
ndash Update frequently
38
Wednesday May 19 2010
SEO CHECKLIST
bull On-Page Factors
ndash Create unique page titles
ndash Caption amp keyword your images
bull Build Links
ndash Photograph compelling material
ndash Update frequently
ndash Anchor text matters
39
Wednesday May 19 2010
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
40
Wednesday May 19 2010
SEO STARTS WITH GOOD CONTENT
Good ldquocontentrdquo simply means
bull Keyword-rich textual content
bull Topical focus which meets the expectation of the viewr
bull Regular updates
bull Broad-based and growing
41
Wednesday May 19 2010
PHOTOSHELTER RESEARCH 2010 |
I Search Engine OptimizationII Social MediaIII AnalyticsIV BloggingV Conversion
42
Wednesday May 19 2010
INCREASE YOUR ONLINE FOOTPRINT
Should I be on TwitterShould I be on FacebookShould I be on LinkedIn
43
Answer 1
Yes for brand management
Wednesday May 19 2010
INCREASE YOUR ONLINE FOOTPRINT
44
Wednesday May 19 2010
INCREASE YOUR ONLINE FOOTPRINT
Donrsquot be the needle in the haystack
Be the haystack
45
Wednesday May 19 2010
INCREASE YOUR ONLINE FOOTPRINT
The goal of social media for business
bull NOT mindless interaction
bull Itrsquos a conduit to your website points of conversion
46
Wednesday May 19 2010
INCREASE YOUR ONLINE FOOTPRINT
Should I be on TwitterShould I be on FacebookShould I be on LinkedIn
47
Answer 2
I donrsquot know Test and analyze
Wednesday May 19 2010
PHOTOSHELTER RESEARCH 2010 |
I Search Engine OptimizationII Social MediaIII AnalyticsIV BloggingV Conversion
48
Wednesday May 19 2010
TRAFFIC SOURCES IN GOOGLE ANALYTICS
Wednesday May 19 2010
VISITS REFERRED BY KEYWORDS
Wednesday May 19 2010
GOOGLE ANALYTICS ldquoINTELLIGENCErdquo REPORTS
Wednesday May 19 2010
PHOTOSHELTER RESEARCH 2010 |
I Search Engine OptimizationII Social MediaIII AnalyticsIV BloggingV Conversion
52
Wednesday May 19 2010
BLOGGING FOR PHOTOGRAPHERS
Two types of bloggers
bull Those who can amass a large audience
bull Everyone else
53
Wednesday May 19 2010
YOU ARE NOT VINCENT LAFORET
54
Wednesday May 19 2010
BLOGGING FOR PHOTOGRAPHERS
55
Wednesday May 19 2010
SEO STARTS WITH GOOD CONTENT
Your blog is not an online journal
bull Itrsquos an SEO machine
bull You pick the topics
bull You pick the keywords and phrases
bull You create backlinks
56
Wednesday May 19 2010
PHOTOSHELTER RESEARCH 2010 |
I Search Engine OptimizationII Social MediaIII AnalyticsIV BloggingV Conversion
57
Wednesday May 19 2010
WHATrsquoS CONVERSION
Conversion is getting people to do what you want them to do
bull If your website is only an online portfolio then the only conversion is getting people to look at images
bull If you have e-commerce then you can create the ultimate conversion ndash making money 247
58
Wednesday May 19 2010
THE NYT amp YOUTUBE DONrsquoT DEAD END
59
Wednesday May 19 2010
WHAT IF WE ACTED LIKE START-UPS
60
and split tested our content using conversion as the Key Performance Indicator (KPI)
Wednesday May 19 2010
WHAT IF WE ACTED LIKE START-UPS
61
and leveraged our community to help with content creation while increasing their loyalty
Wednesday May 19 2010
WHAT IF WE ACTED LIKE START-UPS
62
and forced ourselves to have a mission statement for multimedia instead of doing it bc our cameras have video
Wednesday May 19 2010
PHOTOSHELTER RESEARCH 2010 | 63
ALLENrsquoS UNINTELLIGIBLE TENET 5
Multimediarsquos promise is unfulfilledThe vision is a decade oldYou can change that
Wednesday May 19 2010
httpwwwphotosheltercommktresearch
Wednesday May 19 2010
13
MAD LIB THINGS ARE STARTING TO CLICK
A _____________ needed a __________ but didnrsquot 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
6
magazine editor travel imagewaikiki photo
hawaiipicscombeach photos
imageimage
secondsrelieved
Wednesday May 19 2010
14
THE ONE THAT GOT AWAY
7
Wednesday May 19 2010
PHOTOSHELTER RESEARCH 2010 |
Searching for your name and finding your own website isnrsquot SEO
The goal is unsolicited web traffic
15
Wednesday May 19 2010
WHERErsquoS YOUR WEBSITE
When a user searches forndash syracuse multimedia producer
ndash best wedding video nyc
ndash canon 5d video seminar
16
Wednesday May 19 2010
17
Wednesday May 19 2010
GOOGLE PLACES
googlecomlocaladd
18
Wednesday May 19 2010
19
Wednesday May 19 2010
GOLDEN TRIANGLE
bull In eye-tracking and mouse-tracking studies most clicking occurs in the top 3 positions
bull Drops dramatically ldquobelow foldrdquo
bull SEO is about being on page 1
20
Wednesday May 19 2010
WHAT FACTORS AFFECT SEO
Domain30
Links44
On-Page15
Usage13
Source Rand FishkinSEOMozorg
Wednesday May 19 2010
WHAT FACTORS AFFECT SEO
Links amp Anchor Text
bull Inbound Links
bull Distance from Trusted Domain
bull PageRank
bull Anchor Text
The most important factors
22
Domain30
Links44
On-Page15
Usage13
Wednesday May 19 2010
WHAT FACTORS AFFECT SEO
On-Page Factors
bull Page Titlesbull Meta Descbull Descriptive
URLbull ALT data
You can do it
23
Domain30
Links44
On-Page15
Usage13
Wednesday May 19 2010
SEO CHECKLIST
bull On-Page Factors (aka Good Content)
24
Wednesday May 19 2010
ON-PAGE TITLE amp META DESCRIPTION
Wednesday May 19 2010
ON-PAGE TITLE amp META DESCRIPTION
Wednesday May 19 2010
ON-PAGE TITLE amp META DESCRIPTION
Wednesday May 19 2010
ON-PAGE TITLE amp META DESCRIPTION
bull Page title is the most important on-page factor
bull Create unique page titles and meta descriptions
bull The order of keywords in titles correlates strongly with SEO ranking
bull Title 70 char Desc 140 char
bull Put your name at the end of the title
bull Description should be considered as ldquoad copyrdquo for your SERP
28
Wednesday May 19 2010
SEO CHECKLIST
bull On-Page Factors
ndash Create unique page titles
ndash Caption amp keyword your images
29
Wednesday May 19 2010
Search Engine and ldquoSEOrdquo to-do list
Wednesday May 19 2010
ON-PAGE KEYWORDS amp CAPTIONS
bull Search engines cannot read embedded meta data (yet)
bull Your website needs to redisplay this data next to your images
bull Create a keyword ldquohit listrdquo of terms that yoursquod like to rank for in search engines
31
Wednesday May 19 2010
GOOGLE ADWORDSADWORDSGOOGLECOM
Wednesday May 19 2010
SEO CHECKLIST
bull On-Page Factors
ndash Create unique page titles
ndash Caption amp keyword your images
33
Wednesday May 19 2010
SEO CHECKLIST
bull On-Page Factors
ndash Create unique page titles
ndash Caption amp keyword your images
bull Build Links
ndash Photograph compelling material
34
Wednesday May 19 2010
35
Wednesday May 19 2010
SHAWN ROCCO CELLULAR OBSCURA
36
Wednesday May 19 2010
ldquoGOODrdquo CONTENT IS VISIBLE TO SEARCH ENGINES
37
Wednesday May 19 2010
SEO CHECKLIST
bull On-Page Factors
ndash Create unique page titles
ndash Caption amp keyword your images
bull Build Links
ndash Photograph compelling material
ndash Update frequently
38
Wednesday May 19 2010
SEO CHECKLIST
bull On-Page Factors
ndash Create unique page titles
ndash Caption amp keyword your images
bull Build Links
ndash Photograph compelling material
ndash Update frequently
ndash Anchor text matters
39
Wednesday May 19 2010
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
40
Wednesday May 19 2010
SEO STARTS WITH GOOD CONTENT
Good ldquocontentrdquo simply means
bull Keyword-rich textual content
bull Topical focus which meets the expectation of the viewr
bull Regular updates
bull Broad-based and growing
41
Wednesday May 19 2010
PHOTOSHELTER RESEARCH 2010 |
I Search Engine OptimizationII Social MediaIII AnalyticsIV BloggingV Conversion
42
Wednesday May 19 2010
INCREASE YOUR ONLINE FOOTPRINT
Should I be on TwitterShould I be on FacebookShould I be on LinkedIn
43
Answer 1
Yes for brand management
Wednesday May 19 2010
INCREASE YOUR ONLINE FOOTPRINT
44
Wednesday May 19 2010
INCREASE YOUR ONLINE FOOTPRINT
Donrsquot be the needle in the haystack
Be the haystack
45
Wednesday May 19 2010
INCREASE YOUR ONLINE FOOTPRINT
The goal of social media for business
bull NOT mindless interaction
bull Itrsquos a conduit to your website points of conversion
46
Wednesday May 19 2010
INCREASE YOUR ONLINE FOOTPRINT
Should I be on TwitterShould I be on FacebookShould I be on LinkedIn
47
Answer 2
I donrsquot know Test and analyze
Wednesday May 19 2010
PHOTOSHELTER RESEARCH 2010 |
I Search Engine OptimizationII Social MediaIII AnalyticsIV BloggingV Conversion
48
Wednesday May 19 2010
TRAFFIC SOURCES IN GOOGLE ANALYTICS
Wednesday May 19 2010
VISITS REFERRED BY KEYWORDS
Wednesday May 19 2010
GOOGLE ANALYTICS ldquoINTELLIGENCErdquo REPORTS
Wednesday May 19 2010
PHOTOSHELTER RESEARCH 2010 |
I Search Engine OptimizationII Social MediaIII AnalyticsIV BloggingV Conversion
52
Wednesday May 19 2010
BLOGGING FOR PHOTOGRAPHERS
Two types of bloggers
bull Those who can amass a large audience
bull Everyone else
53
Wednesday May 19 2010
YOU ARE NOT VINCENT LAFORET
54
Wednesday May 19 2010
BLOGGING FOR PHOTOGRAPHERS
55
Wednesday May 19 2010
SEO STARTS WITH GOOD CONTENT
Your blog is not an online journal
bull Itrsquos an SEO machine
bull You pick the topics
bull You pick the keywords and phrases
bull You create backlinks
56
Wednesday May 19 2010
PHOTOSHELTER RESEARCH 2010 |
I Search Engine OptimizationII Social MediaIII AnalyticsIV BloggingV Conversion
57
Wednesday May 19 2010
WHATrsquoS CONVERSION
Conversion is getting people to do what you want them to do
bull If your website is only an online portfolio then the only conversion is getting people to look at images
bull If you have e-commerce then you can create the ultimate conversion ndash making money 247
58
Wednesday May 19 2010
THE NYT amp YOUTUBE DONrsquoT DEAD END
59
Wednesday May 19 2010
WHAT IF WE ACTED LIKE START-UPS
60
and split tested our content using conversion as the Key Performance Indicator (KPI)
Wednesday May 19 2010
WHAT IF WE ACTED LIKE START-UPS
61
and leveraged our community to help with content creation while increasing their loyalty
Wednesday May 19 2010
WHAT IF WE ACTED LIKE START-UPS
62
and forced ourselves to have a mission statement for multimedia instead of doing it bc our cameras have video
Wednesday May 19 2010
PHOTOSHELTER RESEARCH 2010 | 63
ALLENrsquoS UNINTELLIGIBLE TENET 5
Multimediarsquos promise is unfulfilledThe vision is a decade oldYou can change that
Wednesday May 19 2010
httpwwwphotosheltercommktresearch
Wednesday May 19 2010
14
THE ONE THAT GOT AWAY
7
Wednesday May 19 2010
PHOTOSHELTER RESEARCH 2010 |
Searching for your name and finding your own website isnrsquot SEO
The goal is unsolicited web traffic
15
Wednesday May 19 2010
WHERErsquoS YOUR WEBSITE
When a user searches forndash syracuse multimedia producer
ndash best wedding video nyc
ndash canon 5d video seminar
16
Wednesday May 19 2010
17
Wednesday May 19 2010
GOOGLE PLACES
googlecomlocaladd
18
Wednesday May 19 2010
19
Wednesday May 19 2010
GOLDEN TRIANGLE
bull In eye-tracking and mouse-tracking studies most clicking occurs in the top 3 positions
bull Drops dramatically ldquobelow foldrdquo
bull SEO is about being on page 1
20
Wednesday May 19 2010
WHAT FACTORS AFFECT SEO
Domain30
Links44
On-Page15
Usage13
Source Rand FishkinSEOMozorg
Wednesday May 19 2010
WHAT FACTORS AFFECT SEO
Links amp Anchor Text
bull Inbound Links
bull Distance from Trusted Domain
bull PageRank
bull Anchor Text
The most important factors
22
Domain30
Links44
On-Page15
Usage13
Wednesday May 19 2010
WHAT FACTORS AFFECT SEO
On-Page Factors
bull Page Titlesbull Meta Descbull Descriptive
URLbull ALT data
You can do it
23
Domain30
Links44
On-Page15
Usage13
Wednesday May 19 2010
SEO CHECKLIST
bull On-Page Factors (aka Good Content)
24
Wednesday May 19 2010
ON-PAGE TITLE amp META DESCRIPTION
Wednesday May 19 2010
ON-PAGE TITLE amp META DESCRIPTION
Wednesday May 19 2010
ON-PAGE TITLE amp META DESCRIPTION
Wednesday May 19 2010
ON-PAGE TITLE amp META DESCRIPTION
bull Page title is the most important on-page factor
bull Create unique page titles and meta descriptions
bull The order of keywords in titles correlates strongly with SEO ranking
bull Title 70 char Desc 140 char
bull Put your name at the end of the title
bull Description should be considered as ldquoad copyrdquo for your SERP
28
Wednesday May 19 2010
SEO CHECKLIST
bull On-Page Factors
ndash Create unique page titles
ndash Caption amp keyword your images
29
Wednesday May 19 2010
Search Engine and ldquoSEOrdquo to-do list
Wednesday May 19 2010
ON-PAGE KEYWORDS amp CAPTIONS
bull Search engines cannot read embedded meta data (yet)
bull Your website needs to redisplay this data next to your images
bull Create a keyword ldquohit listrdquo of terms that yoursquod like to rank for in search engines
31
Wednesday May 19 2010
GOOGLE ADWORDSADWORDSGOOGLECOM
Wednesday May 19 2010
SEO CHECKLIST
bull On-Page Factors
ndash Create unique page titles
ndash Caption amp keyword your images
33
Wednesday May 19 2010
SEO CHECKLIST
bull On-Page Factors
ndash Create unique page titles
ndash Caption amp keyword your images
bull Build Links
ndash Photograph compelling material
34
Wednesday May 19 2010
35
Wednesday May 19 2010
SHAWN ROCCO CELLULAR OBSCURA
36
Wednesday May 19 2010
ldquoGOODrdquo CONTENT IS VISIBLE TO SEARCH ENGINES
37
Wednesday May 19 2010
SEO CHECKLIST
bull On-Page Factors
ndash Create unique page titles
ndash Caption amp keyword your images
bull Build Links
ndash Photograph compelling material
ndash Update frequently
38
Wednesday May 19 2010
SEO CHECKLIST
bull On-Page Factors
ndash Create unique page titles
ndash Caption amp keyword your images
bull Build Links
ndash Photograph compelling material
ndash Update frequently
ndash Anchor text matters
39
Wednesday May 19 2010
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
40
Wednesday May 19 2010
SEO STARTS WITH GOOD CONTENT
Good ldquocontentrdquo simply means
bull Keyword-rich textual content
bull Topical focus which meets the expectation of the viewr
bull Regular updates
bull Broad-based and growing
41
Wednesday May 19 2010
PHOTOSHELTER RESEARCH 2010 |
I Search Engine OptimizationII Social MediaIII AnalyticsIV BloggingV Conversion
42
Wednesday May 19 2010
INCREASE YOUR ONLINE FOOTPRINT
Should I be on TwitterShould I be on FacebookShould I be on LinkedIn
43
Answer 1
Yes for brand management
Wednesday May 19 2010
INCREASE YOUR ONLINE FOOTPRINT
44
Wednesday May 19 2010
INCREASE YOUR ONLINE FOOTPRINT
Donrsquot be the needle in the haystack
Be the haystack
45
Wednesday May 19 2010
INCREASE YOUR ONLINE FOOTPRINT
The goal of social media for business
bull NOT mindless interaction
bull Itrsquos a conduit to your website points of conversion
46
Wednesday May 19 2010
INCREASE YOUR ONLINE FOOTPRINT
Should I be on TwitterShould I be on FacebookShould I be on LinkedIn
47
Answer 2
I donrsquot know Test and analyze
Wednesday May 19 2010
PHOTOSHELTER RESEARCH 2010 |
I Search Engine OptimizationII Social MediaIII AnalyticsIV BloggingV Conversion
48
Wednesday May 19 2010
TRAFFIC SOURCES IN GOOGLE ANALYTICS
Wednesday May 19 2010
VISITS REFERRED BY KEYWORDS
Wednesday May 19 2010
GOOGLE ANALYTICS ldquoINTELLIGENCErdquo REPORTS
Wednesday May 19 2010
PHOTOSHELTER RESEARCH 2010 |
I Search Engine OptimizationII Social MediaIII AnalyticsIV BloggingV Conversion
52
Wednesday May 19 2010
BLOGGING FOR PHOTOGRAPHERS
Two types of bloggers
bull Those who can amass a large audience
bull Everyone else
53
Wednesday May 19 2010
YOU ARE NOT VINCENT LAFORET
54
Wednesday May 19 2010
BLOGGING FOR PHOTOGRAPHERS
55
Wednesday May 19 2010
SEO STARTS WITH GOOD CONTENT
Your blog is not an online journal
bull Itrsquos an SEO machine
bull You pick the topics
bull You pick the keywords and phrases
bull You create backlinks
56
Wednesday May 19 2010
PHOTOSHELTER RESEARCH 2010 |
I Search Engine OptimizationII Social MediaIII AnalyticsIV BloggingV Conversion
57
Wednesday May 19 2010
WHATrsquoS CONVERSION
Conversion is getting people to do what you want them to do
bull If your website is only an online portfolio then the only conversion is getting people to look at images
bull If you have e-commerce then you can create the ultimate conversion ndash making money 247
58
Wednesday May 19 2010
THE NYT amp YOUTUBE DONrsquoT DEAD END
59
Wednesday May 19 2010
WHAT IF WE ACTED LIKE START-UPS
60
and split tested our content using conversion as the Key Performance Indicator (KPI)
Wednesday May 19 2010
WHAT IF WE ACTED LIKE START-UPS
61
and leveraged our community to help with content creation while increasing their loyalty
Wednesday May 19 2010
WHAT IF WE ACTED LIKE START-UPS
62
and forced ourselves to have a mission statement for multimedia instead of doing it bc our cameras have video
Wednesday May 19 2010
PHOTOSHELTER RESEARCH 2010 | 63
ALLENrsquoS UNINTELLIGIBLE TENET 5
Multimediarsquos promise is unfulfilledThe vision is a decade oldYou can change that
Wednesday May 19 2010
httpwwwphotosheltercommktresearch
Wednesday May 19 2010
PHOTOSHELTER RESEARCH 2010 |
Searching for your name and finding your own website isnrsquot SEO
The goal is unsolicited web traffic
15
Wednesday May 19 2010
WHERErsquoS YOUR WEBSITE
When a user searches forndash syracuse multimedia producer
ndash best wedding video nyc
ndash canon 5d video seminar
16
Wednesday May 19 2010
17
Wednesday May 19 2010
GOOGLE PLACES
googlecomlocaladd
18
Wednesday May 19 2010
19
Wednesday May 19 2010
GOLDEN TRIANGLE
bull In eye-tracking and mouse-tracking studies most clicking occurs in the top 3 positions
bull Drops dramatically ldquobelow foldrdquo
bull SEO is about being on page 1
20
Wednesday May 19 2010
WHAT FACTORS AFFECT SEO
Domain30
Links44
On-Page15
Usage13
Source Rand FishkinSEOMozorg
Wednesday May 19 2010
WHAT FACTORS AFFECT SEO
Links amp Anchor Text
bull Inbound Links
bull Distance from Trusted Domain
bull PageRank
bull Anchor Text
The most important factors
22
Domain30
Links44
On-Page15
Usage13
Wednesday May 19 2010
WHAT FACTORS AFFECT SEO
On-Page Factors
bull Page Titlesbull Meta Descbull Descriptive
URLbull ALT data
You can do it
23
Domain30
Links44
On-Page15
Usage13
Wednesday May 19 2010
SEO CHECKLIST
bull On-Page Factors (aka Good Content)
24
Wednesday May 19 2010
ON-PAGE TITLE amp META DESCRIPTION
Wednesday May 19 2010
ON-PAGE TITLE amp META DESCRIPTION
Wednesday May 19 2010
ON-PAGE TITLE amp META DESCRIPTION
Wednesday May 19 2010
ON-PAGE TITLE amp META DESCRIPTION
bull Page title is the most important on-page factor
bull Create unique page titles and meta descriptions
bull The order of keywords in titles correlates strongly with SEO ranking
bull Title 70 char Desc 140 char
bull Put your name at the end of the title
bull Description should be considered as ldquoad copyrdquo for your SERP
28
Wednesday May 19 2010
SEO CHECKLIST
bull On-Page Factors
ndash Create unique page titles
ndash Caption amp keyword your images
29
Wednesday May 19 2010
Search Engine and ldquoSEOrdquo to-do list
Wednesday May 19 2010
ON-PAGE KEYWORDS amp CAPTIONS
bull Search engines cannot read embedded meta data (yet)
bull Your website needs to redisplay this data next to your images
bull Create a keyword ldquohit listrdquo of terms that yoursquod like to rank for in search engines
31
Wednesday May 19 2010
GOOGLE ADWORDSADWORDSGOOGLECOM
Wednesday May 19 2010
SEO CHECKLIST
bull On-Page Factors
ndash Create unique page titles
ndash Caption amp keyword your images
33
Wednesday May 19 2010
SEO CHECKLIST
bull On-Page Factors
ndash Create unique page titles
ndash Caption amp keyword your images
bull Build Links
ndash Photograph compelling material
34
Wednesday May 19 2010
35
Wednesday May 19 2010
SHAWN ROCCO CELLULAR OBSCURA
36
Wednesday May 19 2010
ldquoGOODrdquo CONTENT IS VISIBLE TO SEARCH ENGINES
37
Wednesday May 19 2010
SEO CHECKLIST
bull On-Page Factors
ndash Create unique page titles
ndash Caption amp keyword your images
bull Build Links
ndash Photograph compelling material
ndash Update frequently
38
Wednesday May 19 2010
SEO CHECKLIST
bull On-Page Factors
ndash Create unique page titles
ndash Caption amp keyword your images
bull Build Links
ndash Photograph compelling material
ndash Update frequently
ndash Anchor text matters
39
Wednesday May 19 2010
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
40
Wednesday May 19 2010
SEO STARTS WITH GOOD CONTENT
Good ldquocontentrdquo simply means
bull Keyword-rich textual content
bull Topical focus which meets the expectation of the viewr
bull Regular updates
bull Broad-based and growing
41
Wednesday May 19 2010
PHOTOSHELTER RESEARCH 2010 |
I Search Engine OptimizationII Social MediaIII AnalyticsIV BloggingV Conversion
42
Wednesday May 19 2010
INCREASE YOUR ONLINE FOOTPRINT
Should I be on TwitterShould I be on FacebookShould I be on LinkedIn
43
Answer 1
Yes for brand management
Wednesday May 19 2010
INCREASE YOUR ONLINE FOOTPRINT
44
Wednesday May 19 2010
INCREASE YOUR ONLINE FOOTPRINT
Donrsquot be the needle in the haystack
Be the haystack
45
Wednesday May 19 2010
INCREASE YOUR ONLINE FOOTPRINT
The goal of social media for business
bull NOT mindless interaction
bull Itrsquos a conduit to your website points of conversion
46
Wednesday May 19 2010
INCREASE YOUR ONLINE FOOTPRINT
Should I be on TwitterShould I be on FacebookShould I be on LinkedIn
47
Answer 2
I donrsquot know Test and analyze
Wednesday May 19 2010
PHOTOSHELTER RESEARCH 2010 |
I Search Engine OptimizationII Social MediaIII AnalyticsIV BloggingV Conversion
48
Wednesday May 19 2010
TRAFFIC SOURCES IN GOOGLE ANALYTICS
Wednesday May 19 2010
VISITS REFERRED BY KEYWORDS
Wednesday May 19 2010
GOOGLE ANALYTICS ldquoINTELLIGENCErdquo REPORTS
Wednesday May 19 2010
PHOTOSHELTER RESEARCH 2010 |
I Search Engine OptimizationII Social MediaIII AnalyticsIV BloggingV Conversion
52
Wednesday May 19 2010
BLOGGING FOR PHOTOGRAPHERS
Two types of bloggers
bull Those who can amass a large audience
bull Everyone else
53
Wednesday May 19 2010
YOU ARE NOT VINCENT LAFORET
54
Wednesday May 19 2010
BLOGGING FOR PHOTOGRAPHERS
55
Wednesday May 19 2010
SEO STARTS WITH GOOD CONTENT
Your blog is not an online journal
bull Itrsquos an SEO machine
bull You pick the topics
bull You pick the keywords and phrases
bull You create backlinks
56
Wednesday May 19 2010
PHOTOSHELTER RESEARCH 2010 |
I Search Engine OptimizationII Social MediaIII AnalyticsIV BloggingV Conversion
57
Wednesday May 19 2010
WHATrsquoS CONVERSION
Conversion is getting people to do what you want them to do
bull If your website is only an online portfolio then the only conversion is getting people to look at images
bull If you have e-commerce then you can create the ultimate conversion ndash making money 247
58
Wednesday May 19 2010
THE NYT amp YOUTUBE DONrsquoT DEAD END
59
Wednesday May 19 2010
WHAT IF WE ACTED LIKE START-UPS
60
and split tested our content using conversion as the Key Performance Indicator (KPI)
Wednesday May 19 2010
WHAT IF WE ACTED LIKE START-UPS
61
and leveraged our community to help with content creation while increasing their loyalty
Wednesday May 19 2010
WHAT IF WE ACTED LIKE START-UPS
62
and forced ourselves to have a mission statement for multimedia instead of doing it bc our cameras have video
Wednesday May 19 2010
PHOTOSHELTER RESEARCH 2010 | 63
ALLENrsquoS UNINTELLIGIBLE TENET 5
Multimediarsquos promise is unfulfilledThe vision is a decade oldYou can change that
Wednesday May 19 2010
httpwwwphotosheltercommktresearch
Wednesday May 19 2010
WHERErsquoS YOUR WEBSITE
When a user searches forndash syracuse multimedia producer
ndash best wedding video nyc
ndash canon 5d video seminar
16
Wednesday May 19 2010
17
Wednesday May 19 2010
GOOGLE PLACES
googlecomlocaladd
18
Wednesday May 19 2010
19
Wednesday May 19 2010
GOLDEN TRIANGLE
bull In eye-tracking and mouse-tracking studies most clicking occurs in the top 3 positions
bull Drops dramatically ldquobelow foldrdquo
bull SEO is about being on page 1
20
Wednesday May 19 2010
WHAT FACTORS AFFECT SEO
Domain30
Links44
On-Page15
Usage13
Source Rand FishkinSEOMozorg
Wednesday May 19 2010
WHAT FACTORS AFFECT SEO
Links amp Anchor Text
bull Inbound Links
bull Distance from Trusted Domain
bull PageRank
bull Anchor Text
The most important factors
22
Domain30
Links44
On-Page15
Usage13
Wednesday May 19 2010
WHAT FACTORS AFFECT SEO
On-Page Factors
bull Page Titlesbull Meta Descbull Descriptive
URLbull ALT data
You can do it
23
Domain30
Links44
On-Page15
Usage13
Wednesday May 19 2010
SEO CHECKLIST
bull On-Page Factors (aka Good Content)
24
Wednesday May 19 2010
ON-PAGE TITLE amp META DESCRIPTION
Wednesday May 19 2010
ON-PAGE TITLE amp META DESCRIPTION
Wednesday May 19 2010
ON-PAGE TITLE amp META DESCRIPTION
Wednesday May 19 2010
ON-PAGE TITLE amp META DESCRIPTION
bull Page title is the most important on-page factor
bull Create unique page titles and meta descriptions
bull The order of keywords in titles correlates strongly with SEO ranking
bull Title 70 char Desc 140 char
bull Put your name at the end of the title
bull Description should be considered as ldquoad copyrdquo for your SERP
28
Wednesday May 19 2010
SEO CHECKLIST
bull On-Page Factors
ndash Create unique page titles
ndash Caption amp keyword your images
29
Wednesday May 19 2010
Search Engine and ldquoSEOrdquo to-do list
Wednesday May 19 2010
ON-PAGE KEYWORDS amp CAPTIONS
bull Search engines cannot read embedded meta data (yet)
bull Your website needs to redisplay this data next to your images
bull Create a keyword ldquohit listrdquo of terms that yoursquod like to rank for in search engines
31
Wednesday May 19 2010
GOOGLE ADWORDSADWORDSGOOGLECOM
Wednesday May 19 2010
SEO CHECKLIST
bull On-Page Factors
ndash Create unique page titles
ndash Caption amp keyword your images
33
Wednesday May 19 2010
SEO CHECKLIST
bull On-Page Factors
ndash Create unique page titles
ndash Caption amp keyword your images
bull Build Links
ndash Photograph compelling material
34
Wednesday May 19 2010
35
Wednesday May 19 2010
SHAWN ROCCO CELLULAR OBSCURA
36
Wednesday May 19 2010
ldquoGOODrdquo CONTENT IS VISIBLE TO SEARCH ENGINES
37
Wednesday May 19 2010
SEO CHECKLIST
bull On-Page Factors
ndash Create unique page titles
ndash Caption amp keyword your images
bull Build Links
ndash Photograph compelling material
ndash Update frequently
38
Wednesday May 19 2010
SEO CHECKLIST
bull On-Page Factors
ndash Create unique page titles
ndash Caption amp keyword your images
bull Build Links
ndash Photograph compelling material
ndash Update frequently
ndash Anchor text matters
39
Wednesday May 19 2010
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
40
Wednesday May 19 2010
SEO STARTS WITH GOOD CONTENT
Good ldquocontentrdquo simply means
bull Keyword-rich textual content
bull Topical focus which meets the expectation of the viewr
bull Regular updates
bull Broad-based and growing
41
Wednesday May 19 2010
PHOTOSHELTER RESEARCH 2010 |
I Search Engine OptimizationII Social MediaIII AnalyticsIV BloggingV Conversion
42
Wednesday May 19 2010
INCREASE YOUR ONLINE FOOTPRINT
Should I be on TwitterShould I be on FacebookShould I be on LinkedIn
43
Answer 1
Yes for brand management
Wednesday May 19 2010
INCREASE YOUR ONLINE FOOTPRINT
44
Wednesday May 19 2010
INCREASE YOUR ONLINE FOOTPRINT
Donrsquot be the needle in the haystack
Be the haystack
45
Wednesday May 19 2010
INCREASE YOUR ONLINE FOOTPRINT
The goal of social media for business
bull NOT mindless interaction
bull Itrsquos a conduit to your website points of conversion
46
Wednesday May 19 2010
INCREASE YOUR ONLINE FOOTPRINT
Should I be on TwitterShould I be on FacebookShould I be on LinkedIn
47
Answer 2
I donrsquot know Test and analyze
Wednesday May 19 2010
PHOTOSHELTER RESEARCH 2010 |
I Search Engine OptimizationII Social MediaIII AnalyticsIV BloggingV Conversion
48
Wednesday May 19 2010
TRAFFIC SOURCES IN GOOGLE ANALYTICS
Wednesday May 19 2010
VISITS REFERRED BY KEYWORDS
Wednesday May 19 2010
GOOGLE ANALYTICS ldquoINTELLIGENCErdquo REPORTS
Wednesday May 19 2010
PHOTOSHELTER RESEARCH 2010 |
I Search Engine OptimizationII Social MediaIII AnalyticsIV BloggingV Conversion
52
Wednesday May 19 2010
BLOGGING FOR PHOTOGRAPHERS
Two types of bloggers
bull Those who can amass a large audience
bull Everyone else
53
Wednesday May 19 2010
YOU ARE NOT VINCENT LAFORET
54
Wednesday May 19 2010
BLOGGING FOR PHOTOGRAPHERS
55
Wednesday May 19 2010
SEO STARTS WITH GOOD CONTENT
Your blog is not an online journal
bull Itrsquos an SEO machine
bull You pick the topics
bull You pick the keywords and phrases
bull You create backlinks
56
Wednesday May 19 2010
PHOTOSHELTER RESEARCH 2010 |
I Search Engine OptimizationII Social MediaIII AnalyticsIV BloggingV Conversion
57
Wednesday May 19 2010
WHATrsquoS CONVERSION
Conversion is getting people to do what you want them to do
bull If your website is only an online portfolio then the only conversion is getting people to look at images
bull If you have e-commerce then you can create the ultimate conversion ndash making money 247
58
Wednesday May 19 2010
THE NYT amp YOUTUBE DONrsquoT DEAD END
59
Wednesday May 19 2010
WHAT IF WE ACTED LIKE START-UPS
60
and split tested our content using conversion as the Key Performance Indicator (KPI)
Wednesday May 19 2010
WHAT IF WE ACTED LIKE START-UPS
61
and leveraged our community to help with content creation while increasing their loyalty
Wednesday May 19 2010
WHAT IF WE ACTED LIKE START-UPS
62
and forced ourselves to have a mission statement for multimedia instead of doing it bc our cameras have video
Wednesday May 19 2010
PHOTOSHELTER RESEARCH 2010 | 63
ALLENrsquoS UNINTELLIGIBLE TENET 5
Multimediarsquos promise is unfulfilledThe vision is a decade oldYou can change that
Wednesday May 19 2010
httpwwwphotosheltercommktresearch
Wednesday May 19 2010
17
Wednesday May 19 2010
GOOGLE PLACES
googlecomlocaladd
18
Wednesday May 19 2010
19
Wednesday May 19 2010
GOLDEN TRIANGLE
bull In eye-tracking and mouse-tracking studies most clicking occurs in the top 3 positions
bull Drops dramatically ldquobelow foldrdquo
bull SEO is about being on page 1
20
Wednesday May 19 2010
WHAT FACTORS AFFECT SEO
Domain30
Links44
On-Page15
Usage13
Source Rand FishkinSEOMozorg
Wednesday May 19 2010
WHAT FACTORS AFFECT SEO
Links amp Anchor Text
bull Inbound Links
bull Distance from Trusted Domain
bull PageRank
bull Anchor Text
The most important factors
22
Domain30
Links44
On-Page15
Usage13
Wednesday May 19 2010
WHAT FACTORS AFFECT SEO
On-Page Factors
bull Page Titlesbull Meta Descbull Descriptive
URLbull ALT data
You can do it
23
Domain30
Links44
On-Page15
Usage13
Wednesday May 19 2010
SEO CHECKLIST
bull On-Page Factors (aka Good Content)
24
Wednesday May 19 2010
ON-PAGE TITLE amp META DESCRIPTION
Wednesday May 19 2010
ON-PAGE TITLE amp META DESCRIPTION
Wednesday May 19 2010
ON-PAGE TITLE amp META DESCRIPTION
Wednesday May 19 2010
ON-PAGE TITLE amp META DESCRIPTION
bull Page title is the most important on-page factor
bull Create unique page titles and meta descriptions
bull The order of keywords in titles correlates strongly with SEO ranking
bull Title 70 char Desc 140 char
bull Put your name at the end of the title
bull Description should be considered as ldquoad copyrdquo for your SERP
28
Wednesday May 19 2010
SEO CHECKLIST
bull On-Page Factors
ndash Create unique page titles
ndash Caption amp keyword your images
29
Wednesday May 19 2010
Search Engine and ldquoSEOrdquo to-do list
Wednesday May 19 2010
ON-PAGE KEYWORDS amp CAPTIONS
bull Search engines cannot read embedded meta data (yet)
bull Your website needs to redisplay this data next to your images
bull Create a keyword ldquohit listrdquo of terms that yoursquod like to rank for in search engines
31
Wednesday May 19 2010
GOOGLE ADWORDSADWORDSGOOGLECOM
Wednesday May 19 2010
SEO CHECKLIST
bull On-Page Factors
ndash Create unique page titles
ndash Caption amp keyword your images
33
Wednesday May 19 2010
SEO CHECKLIST
bull On-Page Factors
ndash Create unique page titles
ndash Caption amp keyword your images
bull Build Links
ndash Photograph compelling material
34
Wednesday May 19 2010
35
Wednesday May 19 2010
SHAWN ROCCO CELLULAR OBSCURA
36
Wednesday May 19 2010
ldquoGOODrdquo CONTENT IS VISIBLE TO SEARCH ENGINES
37
Wednesday May 19 2010
SEO CHECKLIST
bull On-Page Factors
ndash Create unique page titles
ndash Caption amp keyword your images
bull Build Links
ndash Photograph compelling material
ndash Update frequently
38
Wednesday May 19 2010
SEO CHECKLIST
bull On-Page Factors
ndash Create unique page titles
ndash Caption amp keyword your images
bull Build Links
ndash Photograph compelling material
ndash Update frequently
ndash Anchor text matters
39
Wednesday May 19 2010
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
40
Wednesday May 19 2010
SEO STARTS WITH GOOD CONTENT
Good ldquocontentrdquo simply means
bull Keyword-rich textual content
bull Topical focus which meets the expectation of the viewr
bull Regular updates
bull Broad-based and growing
41
Wednesday May 19 2010
PHOTOSHELTER RESEARCH 2010 |
I Search Engine OptimizationII Social MediaIII AnalyticsIV BloggingV Conversion
42
Wednesday May 19 2010
INCREASE YOUR ONLINE FOOTPRINT
Should I be on TwitterShould I be on FacebookShould I be on LinkedIn
43
Answer 1
Yes for brand management
Wednesday May 19 2010
INCREASE YOUR ONLINE FOOTPRINT
44
Wednesday May 19 2010
INCREASE YOUR ONLINE FOOTPRINT
Donrsquot be the needle in the haystack
Be the haystack
45
Wednesday May 19 2010
INCREASE YOUR ONLINE FOOTPRINT
The goal of social media for business
bull NOT mindless interaction
bull Itrsquos a conduit to your website points of conversion
46
Wednesday May 19 2010
INCREASE YOUR ONLINE FOOTPRINT
Should I be on TwitterShould I be on FacebookShould I be on LinkedIn
47
Answer 2
I donrsquot know Test and analyze
Wednesday May 19 2010
PHOTOSHELTER RESEARCH 2010 |
I Search Engine OptimizationII Social MediaIII AnalyticsIV BloggingV Conversion
48
Wednesday May 19 2010
TRAFFIC SOURCES IN GOOGLE ANALYTICS
Wednesday May 19 2010
VISITS REFERRED BY KEYWORDS
Wednesday May 19 2010
GOOGLE ANALYTICS ldquoINTELLIGENCErdquo REPORTS
Wednesday May 19 2010
PHOTOSHELTER RESEARCH 2010 |
I Search Engine OptimizationII Social MediaIII AnalyticsIV BloggingV Conversion
52
Wednesday May 19 2010
BLOGGING FOR PHOTOGRAPHERS
Two types of bloggers
bull Those who can amass a large audience
bull Everyone else
53
Wednesday May 19 2010
YOU ARE NOT VINCENT LAFORET
54
Wednesday May 19 2010
BLOGGING FOR PHOTOGRAPHERS
55
Wednesday May 19 2010
SEO STARTS WITH GOOD CONTENT
Your blog is not an online journal
bull Itrsquos an SEO machine
bull You pick the topics
bull You pick the keywords and phrases
bull You create backlinks
56
Wednesday May 19 2010
PHOTOSHELTER RESEARCH 2010 |
I Search Engine OptimizationII Social MediaIII AnalyticsIV BloggingV Conversion
57
Wednesday May 19 2010
WHATrsquoS CONVERSION
Conversion is getting people to do what you want them to do
bull If your website is only an online portfolio then the only conversion is getting people to look at images
bull If you have e-commerce then you can create the ultimate conversion ndash making money 247
58
Wednesday May 19 2010
THE NYT amp YOUTUBE DONrsquoT DEAD END
59
Wednesday May 19 2010
WHAT IF WE ACTED LIKE START-UPS
60
and split tested our content using conversion as the Key Performance Indicator (KPI)
Wednesday May 19 2010
WHAT IF WE ACTED LIKE START-UPS
61
and leveraged our community to help with content creation while increasing their loyalty
Wednesday May 19 2010
WHAT IF WE ACTED LIKE START-UPS
62
and forced ourselves to have a mission statement for multimedia instead of doing it bc our cameras have video
Wednesday May 19 2010
PHOTOSHELTER RESEARCH 2010 | 63
ALLENrsquoS UNINTELLIGIBLE TENET 5
Multimediarsquos promise is unfulfilledThe vision is a decade oldYou can change that
Wednesday May 19 2010
httpwwwphotosheltercommktresearch
Wednesday May 19 2010
GOOGLE PLACES
googlecomlocaladd
18
Wednesday May 19 2010
19
Wednesday May 19 2010
GOLDEN TRIANGLE
bull In eye-tracking and mouse-tracking studies most clicking occurs in the top 3 positions
bull Drops dramatically ldquobelow foldrdquo
bull SEO is about being on page 1
20
Wednesday May 19 2010
WHAT FACTORS AFFECT SEO
Domain30
Links44
On-Page15
Usage13
Source Rand FishkinSEOMozorg
Wednesday May 19 2010
WHAT FACTORS AFFECT SEO
Links amp Anchor Text
bull Inbound Links
bull Distance from Trusted Domain
bull PageRank
bull Anchor Text
The most important factors
22
Domain30
Links44
On-Page15
Usage13
Wednesday May 19 2010
WHAT FACTORS AFFECT SEO
On-Page Factors
bull Page Titlesbull Meta Descbull Descriptive
URLbull ALT data
You can do it
23
Domain30
Links44
On-Page15
Usage13
Wednesday May 19 2010
SEO CHECKLIST
bull On-Page Factors (aka Good Content)
24
Wednesday May 19 2010
ON-PAGE TITLE amp META DESCRIPTION
Wednesday May 19 2010
ON-PAGE TITLE amp META DESCRIPTION
Wednesday May 19 2010
ON-PAGE TITLE amp META DESCRIPTION
Wednesday May 19 2010
ON-PAGE TITLE amp META DESCRIPTION
bull Page title is the most important on-page factor
bull Create unique page titles and meta descriptions
bull The order of keywords in titles correlates strongly with SEO ranking
bull Title 70 char Desc 140 char
bull Put your name at the end of the title
bull Description should be considered as ldquoad copyrdquo for your SERP
28
Wednesday May 19 2010
SEO CHECKLIST
bull On-Page Factors
ndash Create unique page titles
ndash Caption amp keyword your images
29
Wednesday May 19 2010
Search Engine and ldquoSEOrdquo to-do list
Wednesday May 19 2010
ON-PAGE KEYWORDS amp CAPTIONS
bull Search engines cannot read embedded meta data (yet)
bull Your website needs to redisplay this data next to your images
bull Create a keyword ldquohit listrdquo of terms that yoursquod like to rank for in search engines
31
Wednesday May 19 2010
GOOGLE ADWORDSADWORDSGOOGLECOM
Wednesday May 19 2010
SEO CHECKLIST
bull On-Page Factors
ndash Create unique page titles
ndash Caption amp keyword your images
33
Wednesday May 19 2010
SEO CHECKLIST
bull On-Page Factors
ndash Create unique page titles
ndash Caption amp keyword your images
bull Build Links
ndash Photograph compelling material
34
Wednesday May 19 2010
35
Wednesday May 19 2010
SHAWN ROCCO CELLULAR OBSCURA
36
Wednesday May 19 2010
ldquoGOODrdquo CONTENT IS VISIBLE TO SEARCH ENGINES
37
Wednesday May 19 2010
SEO CHECKLIST
bull On-Page Factors
ndash Create unique page titles
ndash Caption amp keyword your images
bull Build Links
ndash Photograph compelling material
ndash Update frequently
38
Wednesday May 19 2010
SEO CHECKLIST
bull On-Page Factors
ndash Create unique page titles
ndash Caption amp keyword your images
bull Build Links
ndash Photograph compelling material
ndash Update frequently
ndash Anchor text matters
39
Wednesday May 19 2010
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
40
Wednesday May 19 2010
SEO STARTS WITH GOOD CONTENT
Good ldquocontentrdquo simply means
bull Keyword-rich textual content
bull Topical focus which meets the expectation of the viewr
bull Regular updates
bull Broad-based and growing
41
Wednesday May 19 2010
PHOTOSHELTER RESEARCH 2010 |
I Search Engine OptimizationII Social MediaIII AnalyticsIV BloggingV Conversion
42
Wednesday May 19 2010
INCREASE YOUR ONLINE FOOTPRINT
Should I be on TwitterShould I be on FacebookShould I be on LinkedIn
43
Answer 1
Yes for brand management
Wednesday May 19 2010
INCREASE YOUR ONLINE FOOTPRINT
44
Wednesday May 19 2010
INCREASE YOUR ONLINE FOOTPRINT
Donrsquot be the needle in the haystack
Be the haystack
45
Wednesday May 19 2010
INCREASE YOUR ONLINE FOOTPRINT
The goal of social media for business
bull NOT mindless interaction
bull Itrsquos a conduit to your website points of conversion
46
Wednesday May 19 2010
INCREASE YOUR ONLINE FOOTPRINT
Should I be on TwitterShould I be on FacebookShould I be on LinkedIn
47
Answer 2
I donrsquot know Test and analyze
Wednesday May 19 2010
PHOTOSHELTER RESEARCH 2010 |
I Search Engine OptimizationII Social MediaIII AnalyticsIV BloggingV Conversion
48
Wednesday May 19 2010
TRAFFIC SOURCES IN GOOGLE ANALYTICS
Wednesday May 19 2010
VISITS REFERRED BY KEYWORDS
Wednesday May 19 2010
GOOGLE ANALYTICS ldquoINTELLIGENCErdquo REPORTS
Wednesday May 19 2010
PHOTOSHELTER RESEARCH 2010 |
I Search Engine OptimizationII Social MediaIII AnalyticsIV BloggingV Conversion
52
Wednesday May 19 2010
BLOGGING FOR PHOTOGRAPHERS
Two types of bloggers
bull Those who can amass a large audience
bull Everyone else
53
Wednesday May 19 2010
YOU ARE NOT VINCENT LAFORET
54
Wednesday May 19 2010
BLOGGING FOR PHOTOGRAPHERS
55
Wednesday May 19 2010
SEO STARTS WITH GOOD CONTENT
Your blog is not an online journal
bull Itrsquos an SEO machine
bull You pick the topics
bull You pick the keywords and phrases
bull You create backlinks
56
Wednesday May 19 2010
PHOTOSHELTER RESEARCH 2010 |
I Search Engine OptimizationII Social MediaIII AnalyticsIV BloggingV Conversion
57
Wednesday May 19 2010
WHATrsquoS CONVERSION
Conversion is getting people to do what you want them to do
bull If your website is only an online portfolio then the only conversion is getting people to look at images
bull If you have e-commerce then you can create the ultimate conversion ndash making money 247
58
Wednesday May 19 2010
THE NYT amp YOUTUBE DONrsquoT DEAD END
59
Wednesday May 19 2010
WHAT IF WE ACTED LIKE START-UPS
60
and split tested our content using conversion as the Key Performance Indicator (KPI)
Wednesday May 19 2010
WHAT IF WE ACTED LIKE START-UPS
61
and leveraged our community to help with content creation while increasing their loyalty
Wednesday May 19 2010
WHAT IF WE ACTED LIKE START-UPS
62
and forced ourselves to have a mission statement for multimedia instead of doing it bc our cameras have video
Wednesday May 19 2010
PHOTOSHELTER RESEARCH 2010 | 63
ALLENrsquoS UNINTELLIGIBLE TENET 5
Multimediarsquos promise is unfulfilledThe vision is a decade oldYou can change that
Wednesday May 19 2010
httpwwwphotosheltercommktresearch
Wednesday May 19 2010
19
Wednesday May 19 2010
GOLDEN TRIANGLE
bull In eye-tracking and mouse-tracking studies most clicking occurs in the top 3 positions
bull Drops dramatically ldquobelow foldrdquo
bull SEO is about being on page 1
20
Wednesday May 19 2010
WHAT FACTORS AFFECT SEO
Domain30
Links44
On-Page15
Usage13
Source Rand FishkinSEOMozorg
Wednesday May 19 2010
WHAT FACTORS AFFECT SEO
Links amp Anchor Text
bull Inbound Links
bull Distance from Trusted Domain
bull PageRank
bull Anchor Text
The most important factors
22
Domain30
Links44
On-Page15
Usage13
Wednesday May 19 2010
WHAT FACTORS AFFECT SEO
On-Page Factors
bull Page Titlesbull Meta Descbull Descriptive
URLbull ALT data
You can do it
23
Domain30
Links44
On-Page15
Usage13
Wednesday May 19 2010
SEO CHECKLIST
bull On-Page Factors (aka Good Content)
24
Wednesday May 19 2010
ON-PAGE TITLE amp META DESCRIPTION
Wednesday May 19 2010
ON-PAGE TITLE amp META DESCRIPTION
Wednesday May 19 2010
ON-PAGE TITLE amp META DESCRIPTION
Wednesday May 19 2010
ON-PAGE TITLE amp META DESCRIPTION
bull Page title is the most important on-page factor
bull Create unique page titles and meta descriptions
bull The order of keywords in titles correlates strongly with SEO ranking
bull Title 70 char Desc 140 char
bull Put your name at the end of the title
bull Description should be considered as ldquoad copyrdquo for your SERP
28
Wednesday May 19 2010
SEO CHECKLIST
bull On-Page Factors
ndash Create unique page titles
ndash Caption amp keyword your images
29
Wednesday May 19 2010
Search Engine and ldquoSEOrdquo to-do list
Wednesday May 19 2010
ON-PAGE KEYWORDS amp CAPTIONS
bull Search engines cannot read embedded meta data (yet)
bull Your website needs to redisplay this data next to your images
bull Create a keyword ldquohit listrdquo of terms that yoursquod like to rank for in search engines
31
Wednesday May 19 2010
GOOGLE ADWORDSADWORDSGOOGLECOM
Wednesday May 19 2010
SEO CHECKLIST
bull On-Page Factors
ndash Create unique page titles
ndash Caption amp keyword your images
33
Wednesday May 19 2010
SEO CHECKLIST
bull On-Page Factors
ndash Create unique page titles
ndash Caption amp keyword your images
bull Build Links
ndash Photograph compelling material
34
Wednesday May 19 2010
35
Wednesday May 19 2010
SHAWN ROCCO CELLULAR OBSCURA
36
Wednesday May 19 2010
ldquoGOODrdquo CONTENT IS VISIBLE TO SEARCH ENGINES
37
Wednesday May 19 2010
SEO CHECKLIST
bull On-Page Factors
ndash Create unique page titles
ndash Caption amp keyword your images
bull Build Links
ndash Photograph compelling material
ndash Update frequently
38
Wednesday May 19 2010
SEO CHECKLIST
bull On-Page Factors
ndash Create unique page titles
ndash Caption amp keyword your images
bull Build Links
ndash Photograph compelling material
ndash Update frequently
ndash Anchor text matters
39
Wednesday May 19 2010
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
40
Wednesday May 19 2010
SEO STARTS WITH GOOD CONTENT
Good ldquocontentrdquo simply means
bull Keyword-rich textual content
bull Topical focus which meets the expectation of the viewr
bull Regular updates
bull Broad-based and growing
41
Wednesday May 19 2010
PHOTOSHELTER RESEARCH 2010 |
I Search Engine OptimizationII Social MediaIII AnalyticsIV BloggingV Conversion
42
Wednesday May 19 2010
INCREASE YOUR ONLINE FOOTPRINT
Should I be on TwitterShould I be on FacebookShould I be on LinkedIn
43
Answer 1
Yes for brand management
Wednesday May 19 2010
INCREASE YOUR ONLINE FOOTPRINT
44
Wednesday May 19 2010
INCREASE YOUR ONLINE FOOTPRINT
Donrsquot be the needle in the haystack
Be the haystack
45
Wednesday May 19 2010
INCREASE YOUR ONLINE FOOTPRINT
The goal of social media for business
bull NOT mindless interaction
bull Itrsquos a conduit to your website points of conversion
46
Wednesday May 19 2010
INCREASE YOUR ONLINE FOOTPRINT
Should I be on TwitterShould I be on FacebookShould I be on LinkedIn
47
Answer 2
I donrsquot know Test and analyze
Wednesday May 19 2010
PHOTOSHELTER RESEARCH 2010 |
I Search Engine OptimizationII Social MediaIII AnalyticsIV BloggingV Conversion
48
Wednesday May 19 2010
TRAFFIC SOURCES IN GOOGLE ANALYTICS
Wednesday May 19 2010
VISITS REFERRED BY KEYWORDS
Wednesday May 19 2010
GOOGLE ANALYTICS ldquoINTELLIGENCErdquo REPORTS
Wednesday May 19 2010
PHOTOSHELTER RESEARCH 2010 |
I Search Engine OptimizationII Social MediaIII AnalyticsIV BloggingV Conversion
52
Wednesday May 19 2010
BLOGGING FOR PHOTOGRAPHERS
Two types of bloggers
bull Those who can amass a large audience
bull Everyone else
53
Wednesday May 19 2010
YOU ARE NOT VINCENT LAFORET
54
Wednesday May 19 2010
BLOGGING FOR PHOTOGRAPHERS
55
Wednesday May 19 2010
SEO STARTS WITH GOOD CONTENT
Your blog is not an online journal
bull Itrsquos an SEO machine
bull You pick the topics
bull You pick the keywords and phrases
bull You create backlinks
56
Wednesday May 19 2010
PHOTOSHELTER RESEARCH 2010 |
I Search Engine OptimizationII Social MediaIII AnalyticsIV BloggingV Conversion
57
Wednesday May 19 2010
WHATrsquoS CONVERSION
Conversion is getting people to do what you want them to do
bull If your website is only an online portfolio then the only conversion is getting people to look at images
bull If you have e-commerce then you can create the ultimate conversion ndash making money 247
58
Wednesday May 19 2010
THE NYT amp YOUTUBE DONrsquoT DEAD END
59
Wednesday May 19 2010
WHAT IF WE ACTED LIKE START-UPS
60
and split tested our content using conversion as the Key Performance Indicator (KPI)
Wednesday May 19 2010
WHAT IF WE ACTED LIKE START-UPS
61
and leveraged our community to help with content creation while increasing their loyalty
Wednesday May 19 2010
WHAT IF WE ACTED LIKE START-UPS
62
and forced ourselves to have a mission statement for multimedia instead of doing it bc our cameras have video
Wednesday May 19 2010
PHOTOSHELTER RESEARCH 2010 | 63
ALLENrsquoS UNINTELLIGIBLE TENET 5
Multimediarsquos promise is unfulfilledThe vision is a decade oldYou can change that
Wednesday May 19 2010
httpwwwphotosheltercommktresearch
Wednesday May 19 2010
GOLDEN TRIANGLE
bull In eye-tracking and mouse-tracking studies most clicking occurs in the top 3 positions
bull Drops dramatically ldquobelow foldrdquo
bull SEO is about being on page 1
20
Wednesday May 19 2010
WHAT FACTORS AFFECT SEO
Domain30
Links44
On-Page15
Usage13
Source Rand FishkinSEOMozorg
Wednesday May 19 2010
WHAT FACTORS AFFECT SEO
Links amp Anchor Text
bull Inbound Links
bull Distance from Trusted Domain
bull PageRank
bull Anchor Text
The most important factors
22
Domain30
Links44
On-Page15
Usage13
Wednesday May 19 2010
WHAT FACTORS AFFECT SEO
On-Page Factors
bull Page Titlesbull Meta Descbull Descriptive
URLbull ALT data
You can do it
23
Domain30
Links44
On-Page15
Usage13
Wednesday May 19 2010
SEO CHECKLIST
bull On-Page Factors (aka Good Content)
24
Wednesday May 19 2010
ON-PAGE TITLE amp META DESCRIPTION
Wednesday May 19 2010
ON-PAGE TITLE amp META DESCRIPTION
Wednesday May 19 2010
ON-PAGE TITLE amp META DESCRIPTION
Wednesday May 19 2010
ON-PAGE TITLE amp META DESCRIPTION
bull Page title is the most important on-page factor
bull Create unique page titles and meta descriptions
bull The order of keywords in titles correlates strongly with SEO ranking
bull Title 70 char Desc 140 char
bull Put your name at the end of the title
bull Description should be considered as ldquoad copyrdquo for your SERP
28
Wednesday May 19 2010
SEO CHECKLIST
bull On-Page Factors
ndash Create unique page titles
ndash Caption amp keyword your images
29
Wednesday May 19 2010
Search Engine and ldquoSEOrdquo to-do list
Wednesday May 19 2010
ON-PAGE KEYWORDS amp CAPTIONS
bull Search engines cannot read embedded meta data (yet)
bull Your website needs to redisplay this data next to your images
bull Create a keyword ldquohit listrdquo of terms that yoursquod like to rank for in search engines
31
Wednesday May 19 2010
GOOGLE ADWORDSADWORDSGOOGLECOM
Wednesday May 19 2010
SEO CHECKLIST
bull On-Page Factors
ndash Create unique page titles
ndash Caption amp keyword your images
33
Wednesday May 19 2010
SEO CHECKLIST
bull On-Page Factors
ndash Create unique page titles
ndash Caption amp keyword your images
bull Build Links
ndash Photograph compelling material
34
Wednesday May 19 2010
35
Wednesday May 19 2010
SHAWN ROCCO CELLULAR OBSCURA
36
Wednesday May 19 2010
ldquoGOODrdquo CONTENT IS VISIBLE TO SEARCH ENGINES
37
Wednesday May 19 2010
SEO CHECKLIST
bull On-Page Factors
ndash Create unique page titles
ndash Caption amp keyword your images
bull Build Links
ndash Photograph compelling material
ndash Update frequently
38
Wednesday May 19 2010
SEO CHECKLIST
bull On-Page Factors
ndash Create unique page titles
ndash Caption amp keyword your images
bull Build Links
ndash Photograph compelling material
ndash Update frequently
ndash Anchor text matters
39
Wednesday May 19 2010
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
40
Wednesday May 19 2010
SEO STARTS WITH GOOD CONTENT
Good ldquocontentrdquo simply means
bull Keyword-rich textual content
bull Topical focus which meets the expectation of the viewr
bull Regular updates
bull Broad-based and growing
41
Wednesday May 19 2010
PHOTOSHELTER RESEARCH 2010 |
I Search Engine OptimizationII Social MediaIII AnalyticsIV BloggingV Conversion
42
Wednesday May 19 2010
INCREASE YOUR ONLINE FOOTPRINT
Should I be on TwitterShould I be on FacebookShould I be on LinkedIn
43
Answer 1
Yes for brand management
Wednesday May 19 2010
INCREASE YOUR ONLINE FOOTPRINT
44
Wednesday May 19 2010
INCREASE YOUR ONLINE FOOTPRINT
Donrsquot be the needle in the haystack
Be the haystack
45
Wednesday May 19 2010
INCREASE YOUR ONLINE FOOTPRINT
The goal of social media for business
bull NOT mindless interaction
bull Itrsquos a conduit to your website points of conversion
46
Wednesday May 19 2010
INCREASE YOUR ONLINE FOOTPRINT
Should I be on TwitterShould I be on FacebookShould I be on LinkedIn
47
Answer 2
I donrsquot know Test and analyze
Wednesday May 19 2010
PHOTOSHELTER RESEARCH 2010 |
I Search Engine OptimizationII Social MediaIII AnalyticsIV BloggingV Conversion
48
Wednesday May 19 2010
TRAFFIC SOURCES IN GOOGLE ANALYTICS
Wednesday May 19 2010
VISITS REFERRED BY KEYWORDS
Wednesday May 19 2010
GOOGLE ANALYTICS ldquoINTELLIGENCErdquo REPORTS
Wednesday May 19 2010
PHOTOSHELTER RESEARCH 2010 |
I Search Engine OptimizationII Social MediaIII AnalyticsIV BloggingV Conversion
52
Wednesday May 19 2010
BLOGGING FOR PHOTOGRAPHERS
Two types of bloggers
bull Those who can amass a large audience
bull Everyone else
53
Wednesday May 19 2010
YOU ARE NOT VINCENT LAFORET
54
Wednesday May 19 2010
BLOGGING FOR PHOTOGRAPHERS
55
Wednesday May 19 2010
SEO STARTS WITH GOOD CONTENT
Your blog is not an online journal
bull Itrsquos an SEO machine
bull You pick the topics
bull You pick the keywords and phrases
bull You create backlinks
56
Wednesday May 19 2010
PHOTOSHELTER RESEARCH 2010 |
I Search Engine OptimizationII Social MediaIII AnalyticsIV BloggingV Conversion
57
Wednesday May 19 2010
WHATrsquoS CONVERSION
Conversion is getting people to do what you want them to do
bull If your website is only an online portfolio then the only conversion is getting people to look at images
bull If you have e-commerce then you can create the ultimate conversion ndash making money 247
58
Wednesday May 19 2010
THE NYT amp YOUTUBE DONrsquoT DEAD END
59
Wednesday May 19 2010
WHAT IF WE ACTED LIKE START-UPS
60
and split tested our content using conversion as the Key Performance Indicator (KPI)
Wednesday May 19 2010
WHAT IF WE ACTED LIKE START-UPS
61
and leveraged our community to help with content creation while increasing their loyalty
Wednesday May 19 2010
WHAT IF WE ACTED LIKE START-UPS
62
and forced ourselves to have a mission statement for multimedia instead of doing it bc our cameras have video
Wednesday May 19 2010
PHOTOSHELTER RESEARCH 2010 | 63
ALLENrsquoS UNINTELLIGIBLE TENET 5
Multimediarsquos promise is unfulfilledThe vision is a decade oldYou can change that
Wednesday May 19 2010
httpwwwphotosheltercommktresearch
Wednesday May 19 2010
WHAT FACTORS AFFECT SEO
Domain30
Links44
On-Page15
Usage13
Source Rand FishkinSEOMozorg
Wednesday May 19 2010
WHAT FACTORS AFFECT SEO
Links amp Anchor Text
bull Inbound Links
bull Distance from Trusted Domain
bull PageRank
bull Anchor Text
The most important factors
22
Domain30
Links44
On-Page15
Usage13
Wednesday May 19 2010
WHAT FACTORS AFFECT SEO
On-Page Factors
bull Page Titlesbull Meta Descbull Descriptive
URLbull ALT data
You can do it
23
Domain30
Links44
On-Page15
Usage13
Wednesday May 19 2010
SEO CHECKLIST
bull On-Page Factors (aka Good Content)
24
Wednesday May 19 2010
ON-PAGE TITLE amp META DESCRIPTION
Wednesday May 19 2010
ON-PAGE TITLE amp META DESCRIPTION
Wednesday May 19 2010
ON-PAGE TITLE amp META DESCRIPTION
Wednesday May 19 2010
ON-PAGE TITLE amp META DESCRIPTION
bull Page title is the most important on-page factor
bull Create unique page titles and meta descriptions
bull The order of keywords in titles correlates strongly with SEO ranking
bull Title 70 char Desc 140 char
bull Put your name at the end of the title
bull Description should be considered as ldquoad copyrdquo for your SERP
28
Wednesday May 19 2010
SEO CHECKLIST
bull On-Page Factors
ndash Create unique page titles
ndash Caption amp keyword your images
29
Wednesday May 19 2010
Search Engine and ldquoSEOrdquo to-do list
Wednesday May 19 2010
ON-PAGE KEYWORDS amp CAPTIONS
bull Search engines cannot read embedded meta data (yet)
bull Your website needs to redisplay this data next to your images
bull Create a keyword ldquohit listrdquo of terms that yoursquod like to rank for in search engines
31
Wednesday May 19 2010
GOOGLE ADWORDSADWORDSGOOGLECOM
Wednesday May 19 2010
SEO CHECKLIST
bull On-Page Factors
ndash Create unique page titles
ndash Caption amp keyword your images
33
Wednesday May 19 2010
SEO CHECKLIST
bull On-Page Factors
ndash Create unique page titles
ndash Caption amp keyword your images
bull Build Links
ndash Photograph compelling material
34
Wednesday May 19 2010
35
Wednesday May 19 2010
SHAWN ROCCO CELLULAR OBSCURA
36
Wednesday May 19 2010
ldquoGOODrdquo CONTENT IS VISIBLE TO SEARCH ENGINES
37
Wednesday May 19 2010
SEO CHECKLIST
bull On-Page Factors
ndash Create unique page titles
ndash Caption amp keyword your images
bull Build Links
ndash Photograph compelling material
ndash Update frequently
38
Wednesday May 19 2010
SEO CHECKLIST
bull On-Page Factors
ndash Create unique page titles
ndash Caption amp keyword your images
bull Build Links
ndash Photograph compelling material
ndash Update frequently
ndash Anchor text matters
39
Wednesday May 19 2010
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
40
Wednesday May 19 2010
SEO STARTS WITH GOOD CONTENT
Good ldquocontentrdquo simply means
bull Keyword-rich textual content
bull Topical focus which meets the expectation of the viewr
bull Regular updates
bull Broad-based and growing
41
Wednesday May 19 2010
PHOTOSHELTER RESEARCH 2010 |
I Search Engine OptimizationII Social MediaIII AnalyticsIV BloggingV Conversion
42
Wednesday May 19 2010
INCREASE YOUR ONLINE FOOTPRINT
Should I be on TwitterShould I be on FacebookShould I be on LinkedIn
43
Answer 1
Yes for brand management
Wednesday May 19 2010
INCREASE YOUR ONLINE FOOTPRINT
44
Wednesday May 19 2010
INCREASE YOUR ONLINE FOOTPRINT
Donrsquot be the needle in the haystack
Be the haystack
45
Wednesday May 19 2010
INCREASE YOUR ONLINE FOOTPRINT
The goal of social media for business
bull NOT mindless interaction
bull Itrsquos a conduit to your website points of conversion
46
Wednesday May 19 2010
INCREASE YOUR ONLINE FOOTPRINT
Should I be on TwitterShould I be on FacebookShould I be on LinkedIn
47
Answer 2
I donrsquot know Test and analyze
Wednesday May 19 2010
PHOTOSHELTER RESEARCH 2010 |
I Search Engine OptimizationII Social MediaIII AnalyticsIV BloggingV Conversion
48
Wednesday May 19 2010
TRAFFIC SOURCES IN GOOGLE ANALYTICS
Wednesday May 19 2010
VISITS REFERRED BY KEYWORDS
Wednesday May 19 2010
GOOGLE ANALYTICS ldquoINTELLIGENCErdquo REPORTS
Wednesday May 19 2010
PHOTOSHELTER RESEARCH 2010 |
I Search Engine OptimizationII Social MediaIII AnalyticsIV BloggingV Conversion
52
Wednesday May 19 2010
BLOGGING FOR PHOTOGRAPHERS
Two types of bloggers
bull Those who can amass a large audience
bull Everyone else
53
Wednesday May 19 2010
YOU ARE NOT VINCENT LAFORET
54
Wednesday May 19 2010
BLOGGING FOR PHOTOGRAPHERS
55
Wednesday May 19 2010
SEO STARTS WITH GOOD CONTENT
Your blog is not an online journal
bull Itrsquos an SEO machine
bull You pick the topics
bull You pick the keywords and phrases
bull You create backlinks
56
Wednesday May 19 2010
PHOTOSHELTER RESEARCH 2010 |
I Search Engine OptimizationII Social MediaIII AnalyticsIV BloggingV Conversion
57
Wednesday May 19 2010
WHATrsquoS CONVERSION
Conversion is getting people to do what you want them to do
bull If your website is only an online portfolio then the only conversion is getting people to look at images
bull If you have e-commerce then you can create the ultimate conversion ndash making money 247
58
Wednesday May 19 2010
THE NYT amp YOUTUBE DONrsquoT DEAD END
59
Wednesday May 19 2010
WHAT IF WE ACTED LIKE START-UPS
60
and split tested our content using conversion as the Key Performance Indicator (KPI)
Wednesday May 19 2010
WHAT IF WE ACTED LIKE START-UPS
61
and leveraged our community to help with content creation while increasing their loyalty
Wednesday May 19 2010
WHAT IF WE ACTED LIKE START-UPS
62
and forced ourselves to have a mission statement for multimedia instead of doing it bc our cameras have video
Wednesday May 19 2010
PHOTOSHELTER RESEARCH 2010 | 63
ALLENrsquoS UNINTELLIGIBLE TENET 5
Multimediarsquos promise is unfulfilledThe vision is a decade oldYou can change that
Wednesday May 19 2010
httpwwwphotosheltercommktresearch
Wednesday May 19 2010
WHAT FACTORS AFFECT SEO
Links amp Anchor Text
bull Inbound Links
bull Distance from Trusted Domain
bull PageRank
bull Anchor Text
The most important factors
22
Domain30
Links44
On-Page15
Usage13
Wednesday May 19 2010
WHAT FACTORS AFFECT SEO
On-Page Factors
bull Page Titlesbull Meta Descbull Descriptive
URLbull ALT data
You can do it
23
Domain30
Links44
On-Page15
Usage13
Wednesday May 19 2010
SEO CHECKLIST
bull On-Page Factors (aka Good Content)
24
Wednesday May 19 2010
ON-PAGE TITLE amp META DESCRIPTION
Wednesday May 19 2010
ON-PAGE TITLE amp META DESCRIPTION
Wednesday May 19 2010
ON-PAGE TITLE amp META DESCRIPTION
Wednesday May 19 2010
ON-PAGE TITLE amp META DESCRIPTION
bull Page title is the most important on-page factor
bull Create unique page titles and meta descriptions
bull The order of keywords in titles correlates strongly with SEO ranking
bull Title 70 char Desc 140 char
bull Put your name at the end of the title
bull Description should be considered as ldquoad copyrdquo for your SERP
28
Wednesday May 19 2010
SEO CHECKLIST
bull On-Page Factors
ndash Create unique page titles
ndash Caption amp keyword your images
29
Wednesday May 19 2010
Search Engine and ldquoSEOrdquo to-do list
Wednesday May 19 2010
ON-PAGE KEYWORDS amp CAPTIONS
bull Search engines cannot read embedded meta data (yet)
bull Your website needs to redisplay this data next to your images
bull Create a keyword ldquohit listrdquo of terms that yoursquod like to rank for in search engines
31
Wednesday May 19 2010
GOOGLE ADWORDSADWORDSGOOGLECOM
Wednesday May 19 2010
SEO CHECKLIST
bull On-Page Factors
ndash Create unique page titles
ndash Caption amp keyword your images
33
Wednesday May 19 2010
SEO CHECKLIST
bull On-Page Factors
ndash Create unique page titles
ndash Caption amp keyword your images
bull Build Links
ndash Photograph compelling material
34
Wednesday May 19 2010
35
Wednesday May 19 2010
SHAWN ROCCO CELLULAR OBSCURA
36
Wednesday May 19 2010
ldquoGOODrdquo CONTENT IS VISIBLE TO SEARCH ENGINES
37
Wednesday May 19 2010
SEO CHECKLIST
bull On-Page Factors
ndash Create unique page titles
ndash Caption amp keyword your images
bull Build Links
ndash Photograph compelling material
ndash Update frequently
38
Wednesday May 19 2010
SEO CHECKLIST
bull On-Page Factors
ndash Create unique page titles
ndash Caption amp keyword your images
bull Build Links
ndash Photograph compelling material
ndash Update frequently
ndash Anchor text matters
39
Wednesday May 19 2010
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
40
Wednesday May 19 2010
SEO STARTS WITH GOOD CONTENT
Good ldquocontentrdquo simply means
bull Keyword-rich textual content
bull Topical focus which meets the expectation of the viewr
bull Regular updates
bull Broad-based and growing
41
Wednesday May 19 2010
PHOTOSHELTER RESEARCH 2010 |
I Search Engine OptimizationII Social MediaIII AnalyticsIV BloggingV Conversion
42
Wednesday May 19 2010
INCREASE YOUR ONLINE FOOTPRINT
Should I be on TwitterShould I be on FacebookShould I be on LinkedIn
43
Answer 1
Yes for brand management
Wednesday May 19 2010
INCREASE YOUR ONLINE FOOTPRINT
44
Wednesday May 19 2010
INCREASE YOUR ONLINE FOOTPRINT
Donrsquot be the needle in the haystack
Be the haystack
45
Wednesday May 19 2010
INCREASE YOUR ONLINE FOOTPRINT
The goal of social media for business
bull NOT mindless interaction
bull Itrsquos a conduit to your website points of conversion
46
Wednesday May 19 2010
INCREASE YOUR ONLINE FOOTPRINT
Should I be on TwitterShould I be on FacebookShould I be on LinkedIn
47
Answer 2
I donrsquot know Test and analyze
Wednesday May 19 2010
PHOTOSHELTER RESEARCH 2010 |
I Search Engine OptimizationII Social MediaIII AnalyticsIV BloggingV Conversion
48
Wednesday May 19 2010
TRAFFIC SOURCES IN GOOGLE ANALYTICS
Wednesday May 19 2010
VISITS REFERRED BY KEYWORDS
Wednesday May 19 2010
GOOGLE ANALYTICS ldquoINTELLIGENCErdquo REPORTS
Wednesday May 19 2010
PHOTOSHELTER RESEARCH 2010 |
I Search Engine OptimizationII Social MediaIII AnalyticsIV BloggingV Conversion
52
Wednesday May 19 2010
BLOGGING FOR PHOTOGRAPHERS
Two types of bloggers
bull Those who can amass a large audience
bull Everyone else
53
Wednesday May 19 2010
YOU ARE NOT VINCENT LAFORET
54
Wednesday May 19 2010
BLOGGING FOR PHOTOGRAPHERS
55
Wednesday May 19 2010
SEO STARTS WITH GOOD CONTENT
Your blog is not an online journal
bull Itrsquos an SEO machine
bull You pick the topics
bull You pick the keywords and phrases
bull You create backlinks
56
Wednesday May 19 2010
PHOTOSHELTER RESEARCH 2010 |
I Search Engine OptimizationII Social MediaIII AnalyticsIV BloggingV Conversion
57
Wednesday May 19 2010
WHATrsquoS CONVERSION
Conversion is getting people to do what you want them to do
bull If your website is only an online portfolio then the only conversion is getting people to look at images
bull If you have e-commerce then you can create the ultimate conversion ndash making money 247
58
Wednesday May 19 2010
THE NYT amp YOUTUBE DONrsquoT DEAD END
59
Wednesday May 19 2010
WHAT IF WE ACTED LIKE START-UPS
60
and split tested our content using conversion as the Key Performance Indicator (KPI)
Wednesday May 19 2010
WHAT IF WE ACTED LIKE START-UPS
61
and leveraged our community to help with content creation while increasing their loyalty
Wednesday May 19 2010
WHAT IF WE ACTED LIKE START-UPS
62
and forced ourselves to have a mission statement for multimedia instead of doing it bc our cameras have video
Wednesday May 19 2010
PHOTOSHELTER RESEARCH 2010 | 63
ALLENrsquoS UNINTELLIGIBLE TENET 5
Multimediarsquos promise is unfulfilledThe vision is a decade oldYou can change that
Wednesday May 19 2010
httpwwwphotosheltercommktresearch
Wednesday May 19 2010
WHAT FACTORS AFFECT SEO
On-Page Factors
bull Page Titlesbull Meta Descbull Descriptive
URLbull ALT data
You can do it
23
Domain30
Links44
On-Page15
Usage13
Wednesday May 19 2010
SEO CHECKLIST
bull On-Page Factors (aka Good Content)
24
Wednesday May 19 2010
ON-PAGE TITLE amp META DESCRIPTION
Wednesday May 19 2010
ON-PAGE TITLE amp META DESCRIPTION
Wednesday May 19 2010
ON-PAGE TITLE amp META DESCRIPTION
Wednesday May 19 2010
ON-PAGE TITLE amp META DESCRIPTION
bull Page title is the most important on-page factor
bull Create unique page titles and meta descriptions
bull The order of keywords in titles correlates strongly with SEO ranking
bull Title 70 char Desc 140 char
bull Put your name at the end of the title
bull Description should be considered as ldquoad copyrdquo for your SERP
28
Wednesday May 19 2010
SEO CHECKLIST
bull On-Page Factors
ndash Create unique page titles
ndash Caption amp keyword your images
29
Wednesday May 19 2010
Search Engine and ldquoSEOrdquo to-do list
Wednesday May 19 2010
ON-PAGE KEYWORDS amp CAPTIONS
bull Search engines cannot read embedded meta data (yet)
bull Your website needs to redisplay this data next to your images
bull Create a keyword ldquohit listrdquo of terms that yoursquod like to rank for in search engines
31
Wednesday May 19 2010
GOOGLE ADWORDSADWORDSGOOGLECOM
Wednesday May 19 2010
SEO CHECKLIST
bull On-Page Factors
ndash Create unique page titles
ndash Caption amp keyword your images
33
Wednesday May 19 2010
SEO CHECKLIST
bull On-Page Factors
ndash Create unique page titles
ndash Caption amp keyword your images
bull Build Links
ndash Photograph compelling material
34
Wednesday May 19 2010
35
Wednesday May 19 2010
SHAWN ROCCO CELLULAR OBSCURA
36
Wednesday May 19 2010
ldquoGOODrdquo CONTENT IS VISIBLE TO SEARCH ENGINES
37
Wednesday May 19 2010
SEO CHECKLIST
bull On-Page Factors
ndash Create unique page titles
ndash Caption amp keyword your images
bull Build Links
ndash Photograph compelling material
ndash Update frequently
38
Wednesday May 19 2010
SEO CHECKLIST
bull On-Page Factors
ndash Create unique page titles
ndash Caption amp keyword your images
bull Build Links
ndash Photograph compelling material
ndash Update frequently
ndash Anchor text matters
39
Wednesday May 19 2010
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
40
Wednesday May 19 2010
SEO STARTS WITH GOOD CONTENT
Good ldquocontentrdquo simply means
bull Keyword-rich textual content
bull Topical focus which meets the expectation of the viewr
bull Regular updates
bull Broad-based and growing
41
Wednesday May 19 2010
PHOTOSHELTER RESEARCH 2010 |
I Search Engine OptimizationII Social MediaIII AnalyticsIV BloggingV Conversion
42
Wednesday May 19 2010
INCREASE YOUR ONLINE FOOTPRINT
Should I be on TwitterShould I be on FacebookShould I be on LinkedIn
43
Answer 1
Yes for brand management
Wednesday May 19 2010
INCREASE YOUR ONLINE FOOTPRINT
44
Wednesday May 19 2010
INCREASE YOUR ONLINE FOOTPRINT
Donrsquot be the needle in the haystack
Be the haystack
45
Wednesday May 19 2010
INCREASE YOUR ONLINE FOOTPRINT
The goal of social media for business
bull NOT mindless interaction
bull Itrsquos a conduit to your website points of conversion
46
Wednesday May 19 2010
INCREASE YOUR ONLINE FOOTPRINT
Should I be on TwitterShould I be on FacebookShould I be on LinkedIn
47
Answer 2
I donrsquot know Test and analyze
Wednesday May 19 2010
PHOTOSHELTER RESEARCH 2010 |
I Search Engine OptimizationII Social MediaIII AnalyticsIV BloggingV Conversion
48
Wednesday May 19 2010
TRAFFIC SOURCES IN GOOGLE ANALYTICS
Wednesday May 19 2010
VISITS REFERRED BY KEYWORDS
Wednesday May 19 2010
GOOGLE ANALYTICS ldquoINTELLIGENCErdquo REPORTS
Wednesday May 19 2010
PHOTOSHELTER RESEARCH 2010 |
I Search Engine OptimizationII Social MediaIII AnalyticsIV BloggingV Conversion
52
Wednesday May 19 2010
BLOGGING FOR PHOTOGRAPHERS
Two types of bloggers
bull Those who can amass a large audience
bull Everyone else
53
Wednesday May 19 2010
YOU ARE NOT VINCENT LAFORET
54
Wednesday May 19 2010
BLOGGING FOR PHOTOGRAPHERS
55
Wednesday May 19 2010
SEO STARTS WITH GOOD CONTENT
Your blog is not an online journal
bull Itrsquos an SEO machine
bull You pick the topics
bull You pick the keywords and phrases
bull You create backlinks
56
Wednesday May 19 2010
PHOTOSHELTER RESEARCH 2010 |
I Search Engine OptimizationII Social MediaIII AnalyticsIV BloggingV Conversion
57
Wednesday May 19 2010
WHATrsquoS CONVERSION
Conversion is getting people to do what you want them to do
bull If your website is only an online portfolio then the only conversion is getting people to look at images
bull If you have e-commerce then you can create the ultimate conversion ndash making money 247
58
Wednesday May 19 2010
THE NYT amp YOUTUBE DONrsquoT DEAD END
59
Wednesday May 19 2010
WHAT IF WE ACTED LIKE START-UPS
60
and split tested our content using conversion as the Key Performance Indicator (KPI)
Wednesday May 19 2010
WHAT IF WE ACTED LIKE START-UPS
61
and leveraged our community to help with content creation while increasing their loyalty
Wednesday May 19 2010
WHAT IF WE ACTED LIKE START-UPS
62
and forced ourselves to have a mission statement for multimedia instead of doing it bc our cameras have video
Wednesday May 19 2010
PHOTOSHELTER RESEARCH 2010 | 63
ALLENrsquoS UNINTELLIGIBLE TENET 5
Multimediarsquos promise is unfulfilledThe vision is a decade oldYou can change that
Wednesday May 19 2010
httpwwwphotosheltercommktresearch
Wednesday May 19 2010
SEO CHECKLIST
bull On-Page Factors (aka Good Content)
24
Wednesday May 19 2010
ON-PAGE TITLE amp META DESCRIPTION
Wednesday May 19 2010
ON-PAGE TITLE amp META DESCRIPTION
Wednesday May 19 2010
ON-PAGE TITLE amp META DESCRIPTION
Wednesday May 19 2010
ON-PAGE TITLE amp META DESCRIPTION
bull Page title is the most important on-page factor
bull Create unique page titles and meta descriptions
bull The order of keywords in titles correlates strongly with SEO ranking
bull Title 70 char Desc 140 char
bull Put your name at the end of the title
bull Description should be considered as ldquoad copyrdquo for your SERP
28
Wednesday May 19 2010
SEO CHECKLIST
bull On-Page Factors
ndash Create unique page titles
ndash Caption amp keyword your images
29
Wednesday May 19 2010
Search Engine and ldquoSEOrdquo to-do list
Wednesday May 19 2010
ON-PAGE KEYWORDS amp CAPTIONS
bull Search engines cannot read embedded meta data (yet)
bull Your website needs to redisplay this data next to your images
bull Create a keyword ldquohit listrdquo of terms that yoursquod like to rank for in search engines
31
Wednesday May 19 2010
GOOGLE ADWORDSADWORDSGOOGLECOM
Wednesday May 19 2010
SEO CHECKLIST
bull On-Page Factors
ndash Create unique page titles
ndash Caption amp keyword your images
33
Wednesday May 19 2010
SEO CHECKLIST
bull On-Page Factors
ndash Create unique page titles
ndash Caption amp keyword your images
bull Build Links
ndash Photograph compelling material
34
Wednesday May 19 2010
35
Wednesday May 19 2010
SHAWN ROCCO CELLULAR OBSCURA
36
Wednesday May 19 2010
ldquoGOODrdquo CONTENT IS VISIBLE TO SEARCH ENGINES
37
Wednesday May 19 2010
SEO CHECKLIST
bull On-Page Factors
ndash Create unique page titles
ndash Caption amp keyword your images
bull Build Links
ndash Photograph compelling material
ndash Update frequently
38
Wednesday May 19 2010
SEO CHECKLIST
bull On-Page Factors
ndash Create unique page titles
ndash Caption amp keyword your images
bull Build Links
ndash Photograph compelling material
ndash Update frequently
ndash Anchor text matters
39
Wednesday May 19 2010
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
40
Wednesday May 19 2010
SEO STARTS WITH GOOD CONTENT
Good ldquocontentrdquo simply means
bull Keyword-rich textual content
bull Topical focus which meets the expectation of the viewr
bull Regular updates
bull Broad-based and growing
41
Wednesday May 19 2010
PHOTOSHELTER RESEARCH 2010 |
I Search Engine OptimizationII Social MediaIII AnalyticsIV BloggingV Conversion
42
Wednesday May 19 2010
INCREASE YOUR ONLINE FOOTPRINT
Should I be on TwitterShould I be on FacebookShould I be on LinkedIn
43
Answer 1
Yes for brand management
Wednesday May 19 2010
INCREASE YOUR ONLINE FOOTPRINT
44
Wednesday May 19 2010
INCREASE YOUR ONLINE FOOTPRINT
Donrsquot be the needle in the haystack
Be the haystack
45
Wednesday May 19 2010
INCREASE YOUR ONLINE FOOTPRINT
The goal of social media for business
bull NOT mindless interaction
bull Itrsquos a conduit to your website points of conversion
46
Wednesday May 19 2010
INCREASE YOUR ONLINE FOOTPRINT
Should I be on TwitterShould I be on FacebookShould I be on LinkedIn
47
Answer 2
I donrsquot know Test and analyze
Wednesday May 19 2010
PHOTOSHELTER RESEARCH 2010 |
I Search Engine OptimizationII Social MediaIII AnalyticsIV BloggingV Conversion
48
Wednesday May 19 2010
TRAFFIC SOURCES IN GOOGLE ANALYTICS
Wednesday May 19 2010
VISITS REFERRED BY KEYWORDS
Wednesday May 19 2010
GOOGLE ANALYTICS ldquoINTELLIGENCErdquo REPORTS
Wednesday May 19 2010
PHOTOSHELTER RESEARCH 2010 |
I Search Engine OptimizationII Social MediaIII AnalyticsIV BloggingV Conversion
52
Wednesday May 19 2010
BLOGGING FOR PHOTOGRAPHERS
Two types of bloggers
bull Those who can amass a large audience
bull Everyone else
53
Wednesday May 19 2010
YOU ARE NOT VINCENT LAFORET
54
Wednesday May 19 2010
BLOGGING FOR PHOTOGRAPHERS
55
Wednesday May 19 2010
SEO STARTS WITH GOOD CONTENT
Your blog is not an online journal
bull Itrsquos an SEO machine
bull You pick the topics
bull You pick the keywords and phrases
bull You create backlinks
56
Wednesday May 19 2010
PHOTOSHELTER RESEARCH 2010 |
I Search Engine OptimizationII Social MediaIII AnalyticsIV BloggingV Conversion
57
Wednesday May 19 2010
WHATrsquoS CONVERSION
Conversion is getting people to do what you want them to do
bull If your website is only an online portfolio then the only conversion is getting people to look at images
bull If you have e-commerce then you can create the ultimate conversion ndash making money 247
58
Wednesday May 19 2010
THE NYT amp YOUTUBE DONrsquoT DEAD END
59
Wednesday May 19 2010
WHAT IF WE ACTED LIKE START-UPS
60
and split tested our content using conversion as the Key Performance Indicator (KPI)
Wednesday May 19 2010
WHAT IF WE ACTED LIKE START-UPS
61
and leveraged our community to help with content creation while increasing their loyalty
Wednesday May 19 2010
WHAT IF WE ACTED LIKE START-UPS
62
and forced ourselves to have a mission statement for multimedia instead of doing it bc our cameras have video
Wednesday May 19 2010
PHOTOSHELTER RESEARCH 2010 | 63
ALLENrsquoS UNINTELLIGIBLE TENET 5
Multimediarsquos promise is unfulfilledThe vision is a decade oldYou can change that
Wednesday May 19 2010
httpwwwphotosheltercommktresearch
Wednesday May 19 2010
ON-PAGE TITLE amp META DESCRIPTION
Wednesday May 19 2010
ON-PAGE TITLE amp META DESCRIPTION
Wednesday May 19 2010
ON-PAGE TITLE amp META DESCRIPTION
Wednesday May 19 2010
ON-PAGE TITLE amp META DESCRIPTION
bull Page title is the most important on-page factor
bull Create unique page titles and meta descriptions
bull The order of keywords in titles correlates strongly with SEO ranking
bull Title 70 char Desc 140 char
bull Put your name at the end of the title
bull Description should be considered as ldquoad copyrdquo for your SERP
28
Wednesday May 19 2010
SEO CHECKLIST
bull On-Page Factors
ndash Create unique page titles
ndash Caption amp keyword your images
29
Wednesday May 19 2010
Search Engine and ldquoSEOrdquo to-do list
Wednesday May 19 2010
ON-PAGE KEYWORDS amp CAPTIONS
bull Search engines cannot read embedded meta data (yet)
bull Your website needs to redisplay this data next to your images
bull Create a keyword ldquohit listrdquo of terms that yoursquod like to rank for in search engines
31
Wednesday May 19 2010
GOOGLE ADWORDSADWORDSGOOGLECOM
Wednesday May 19 2010
SEO CHECKLIST
bull On-Page Factors
ndash Create unique page titles
ndash Caption amp keyword your images
33
Wednesday May 19 2010
SEO CHECKLIST
bull On-Page Factors
ndash Create unique page titles
ndash Caption amp keyword your images
bull Build Links
ndash Photograph compelling material
34
Wednesday May 19 2010
35
Wednesday May 19 2010
SHAWN ROCCO CELLULAR OBSCURA
36
Wednesday May 19 2010
ldquoGOODrdquo CONTENT IS VISIBLE TO SEARCH ENGINES
37
Wednesday May 19 2010
SEO CHECKLIST
bull On-Page Factors
ndash Create unique page titles
ndash Caption amp keyword your images
bull Build Links
ndash Photograph compelling material
ndash Update frequently
38
Wednesday May 19 2010
SEO CHECKLIST
bull On-Page Factors
ndash Create unique page titles
ndash Caption amp keyword your images
bull Build Links
ndash Photograph compelling material
ndash Update frequently
ndash Anchor text matters
39
Wednesday May 19 2010
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
40
Wednesday May 19 2010
SEO STARTS WITH GOOD CONTENT
Good ldquocontentrdquo simply means
bull Keyword-rich textual content
bull Topical focus which meets the expectation of the viewr
bull Regular updates
bull Broad-based and growing
41
Wednesday May 19 2010
PHOTOSHELTER RESEARCH 2010 |
I Search Engine OptimizationII Social MediaIII AnalyticsIV BloggingV Conversion
42
Wednesday May 19 2010
INCREASE YOUR ONLINE FOOTPRINT
Should I be on TwitterShould I be on FacebookShould I be on LinkedIn
43
Answer 1
Yes for brand management
Wednesday May 19 2010
INCREASE YOUR ONLINE FOOTPRINT
44
Wednesday May 19 2010
INCREASE YOUR ONLINE FOOTPRINT
Donrsquot be the needle in the haystack
Be the haystack
45
Wednesday May 19 2010
INCREASE YOUR ONLINE FOOTPRINT
The goal of social media for business
bull NOT mindless interaction
bull Itrsquos a conduit to your website points of conversion
46
Wednesday May 19 2010
INCREASE YOUR ONLINE FOOTPRINT
Should I be on TwitterShould I be on FacebookShould I be on LinkedIn
47
Answer 2
I donrsquot know Test and analyze
Wednesday May 19 2010
PHOTOSHELTER RESEARCH 2010 |
I Search Engine OptimizationII Social MediaIII AnalyticsIV BloggingV Conversion
48
Wednesday May 19 2010
TRAFFIC SOURCES IN GOOGLE ANALYTICS
Wednesday May 19 2010
VISITS REFERRED BY KEYWORDS
Wednesday May 19 2010
GOOGLE ANALYTICS ldquoINTELLIGENCErdquo REPORTS
Wednesday May 19 2010
PHOTOSHELTER RESEARCH 2010 |
I Search Engine OptimizationII Social MediaIII AnalyticsIV BloggingV Conversion
52
Wednesday May 19 2010
BLOGGING FOR PHOTOGRAPHERS
Two types of bloggers
bull Those who can amass a large audience
bull Everyone else
53
Wednesday May 19 2010
YOU ARE NOT VINCENT LAFORET
54
Wednesday May 19 2010
BLOGGING FOR PHOTOGRAPHERS
55
Wednesday May 19 2010
SEO STARTS WITH GOOD CONTENT
Your blog is not an online journal
bull Itrsquos an SEO machine
bull You pick the topics
bull You pick the keywords and phrases
bull You create backlinks
56
Wednesday May 19 2010
PHOTOSHELTER RESEARCH 2010 |
I Search Engine OptimizationII Social MediaIII AnalyticsIV BloggingV Conversion
57
Wednesday May 19 2010
WHATrsquoS CONVERSION
Conversion is getting people to do what you want them to do
bull If your website is only an online portfolio then the only conversion is getting people to look at images
bull If you have e-commerce then you can create the ultimate conversion ndash making money 247
58
Wednesday May 19 2010
THE NYT amp YOUTUBE DONrsquoT DEAD END
59
Wednesday May 19 2010
WHAT IF WE ACTED LIKE START-UPS
60
and split tested our content using conversion as the Key Performance Indicator (KPI)
Wednesday May 19 2010
WHAT IF WE ACTED LIKE START-UPS
61
and leveraged our community to help with content creation while increasing their loyalty
Wednesday May 19 2010
WHAT IF WE ACTED LIKE START-UPS
62
and forced ourselves to have a mission statement for multimedia instead of doing it bc our cameras have video
Wednesday May 19 2010
PHOTOSHELTER RESEARCH 2010 | 63
ALLENrsquoS UNINTELLIGIBLE TENET 5
Multimediarsquos promise is unfulfilledThe vision is a decade oldYou can change that
Wednesday May 19 2010
httpwwwphotosheltercommktresearch
Wednesday May 19 2010
ON-PAGE TITLE amp META DESCRIPTION
Wednesday May 19 2010
ON-PAGE TITLE amp META DESCRIPTION
Wednesday May 19 2010
ON-PAGE TITLE amp META DESCRIPTION
bull Page title is the most important on-page factor
bull Create unique page titles and meta descriptions
bull The order of keywords in titles correlates strongly with SEO ranking
bull Title 70 char Desc 140 char
bull Put your name at the end of the title
bull Description should be considered as ldquoad copyrdquo for your SERP
28
Wednesday May 19 2010
SEO CHECKLIST
bull On-Page Factors
ndash Create unique page titles
ndash Caption amp keyword your images
29
Wednesday May 19 2010
Search Engine and ldquoSEOrdquo to-do list
Wednesday May 19 2010
ON-PAGE KEYWORDS amp CAPTIONS
bull Search engines cannot read embedded meta data (yet)
bull Your website needs to redisplay this data next to your images
bull Create a keyword ldquohit listrdquo of terms that yoursquod like to rank for in search engines
31
Wednesday May 19 2010
GOOGLE ADWORDSADWORDSGOOGLECOM
Wednesday May 19 2010
SEO CHECKLIST
bull On-Page Factors
ndash Create unique page titles
ndash Caption amp keyword your images
33
Wednesday May 19 2010
SEO CHECKLIST
bull On-Page Factors
ndash Create unique page titles
ndash Caption amp keyword your images
bull Build Links
ndash Photograph compelling material
34
Wednesday May 19 2010
35
Wednesday May 19 2010
SHAWN ROCCO CELLULAR OBSCURA
36
Wednesday May 19 2010
ldquoGOODrdquo CONTENT IS VISIBLE TO SEARCH ENGINES
37
Wednesday May 19 2010
SEO CHECKLIST
bull On-Page Factors
ndash Create unique page titles
ndash Caption amp keyword your images
bull Build Links
ndash Photograph compelling material
ndash Update frequently
38
Wednesday May 19 2010
SEO CHECKLIST
bull On-Page Factors
ndash Create unique page titles
ndash Caption amp keyword your images
bull Build Links
ndash Photograph compelling material
ndash Update frequently
ndash Anchor text matters
39
Wednesday May 19 2010
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
40
Wednesday May 19 2010
SEO STARTS WITH GOOD CONTENT
Good ldquocontentrdquo simply means
bull Keyword-rich textual content
bull Topical focus which meets the expectation of the viewr
bull Regular updates
bull Broad-based and growing
41
Wednesday May 19 2010
PHOTOSHELTER RESEARCH 2010 |
I Search Engine OptimizationII Social MediaIII AnalyticsIV BloggingV Conversion
42
Wednesday May 19 2010
INCREASE YOUR ONLINE FOOTPRINT
Should I be on TwitterShould I be on FacebookShould I be on LinkedIn
43
Answer 1
Yes for brand management
Wednesday May 19 2010
INCREASE YOUR ONLINE FOOTPRINT
44
Wednesday May 19 2010
INCREASE YOUR ONLINE FOOTPRINT
Donrsquot be the needle in the haystack
Be the haystack
45
Wednesday May 19 2010
INCREASE YOUR ONLINE FOOTPRINT
The goal of social media for business
bull NOT mindless interaction
bull Itrsquos a conduit to your website points of conversion
46
Wednesday May 19 2010
INCREASE YOUR ONLINE FOOTPRINT
Should I be on TwitterShould I be on FacebookShould I be on LinkedIn
47
Answer 2
I donrsquot know Test and analyze
Wednesday May 19 2010
PHOTOSHELTER RESEARCH 2010 |
I Search Engine OptimizationII Social MediaIII AnalyticsIV BloggingV Conversion
48
Wednesday May 19 2010
TRAFFIC SOURCES IN GOOGLE ANALYTICS
Wednesday May 19 2010
VISITS REFERRED BY KEYWORDS
Wednesday May 19 2010
GOOGLE ANALYTICS ldquoINTELLIGENCErdquo REPORTS
Wednesday May 19 2010
PHOTOSHELTER RESEARCH 2010 |
I Search Engine OptimizationII Social MediaIII AnalyticsIV BloggingV Conversion
52
Wednesday May 19 2010
BLOGGING FOR PHOTOGRAPHERS
Two types of bloggers
bull Those who can amass a large audience
bull Everyone else
53
Wednesday May 19 2010
YOU ARE NOT VINCENT LAFORET
54
Wednesday May 19 2010
BLOGGING FOR PHOTOGRAPHERS
55
Wednesday May 19 2010
SEO STARTS WITH GOOD CONTENT
Your blog is not an online journal
bull Itrsquos an SEO machine
bull You pick the topics
bull You pick the keywords and phrases
bull You create backlinks
56
Wednesday May 19 2010
PHOTOSHELTER RESEARCH 2010 |
I Search Engine OptimizationII Social MediaIII AnalyticsIV BloggingV Conversion
57
Wednesday May 19 2010
WHATrsquoS CONVERSION
Conversion is getting people to do what you want them to do
bull If your website is only an online portfolio then the only conversion is getting people to look at images
bull If you have e-commerce then you can create the ultimate conversion ndash making money 247
58
Wednesday May 19 2010
THE NYT amp YOUTUBE DONrsquoT DEAD END
59
Wednesday May 19 2010
WHAT IF WE ACTED LIKE START-UPS
60
and split tested our content using conversion as the Key Performance Indicator (KPI)
Wednesday May 19 2010
WHAT IF WE ACTED LIKE START-UPS
61
and leveraged our community to help with content creation while increasing their loyalty
Wednesday May 19 2010
WHAT IF WE ACTED LIKE START-UPS
62
and forced ourselves to have a mission statement for multimedia instead of doing it bc our cameras have video
Wednesday May 19 2010
PHOTOSHELTER RESEARCH 2010 | 63
ALLENrsquoS UNINTELLIGIBLE TENET 5
Multimediarsquos promise is unfulfilledThe vision is a decade oldYou can change that
Wednesday May 19 2010
httpwwwphotosheltercommktresearch
Wednesday May 19 2010
ON-PAGE TITLE amp META DESCRIPTION
Wednesday May 19 2010
ON-PAGE TITLE amp META DESCRIPTION
bull Page title is the most important on-page factor
bull Create unique page titles and meta descriptions
bull The order of keywords in titles correlates strongly with SEO ranking
bull Title 70 char Desc 140 char
bull Put your name at the end of the title
bull Description should be considered as ldquoad copyrdquo for your SERP
28
Wednesday May 19 2010
SEO CHECKLIST
bull On-Page Factors
ndash Create unique page titles
ndash Caption amp keyword your images
29
Wednesday May 19 2010
Search Engine and ldquoSEOrdquo to-do list
Wednesday May 19 2010
ON-PAGE KEYWORDS amp CAPTIONS
bull Search engines cannot read embedded meta data (yet)
bull Your website needs to redisplay this data next to your images
bull Create a keyword ldquohit listrdquo of terms that yoursquod like to rank for in search engines
31
Wednesday May 19 2010
GOOGLE ADWORDSADWORDSGOOGLECOM
Wednesday May 19 2010
SEO CHECKLIST
bull On-Page Factors
ndash Create unique page titles
ndash Caption amp keyword your images
33
Wednesday May 19 2010
SEO CHECKLIST
bull On-Page Factors
ndash Create unique page titles
ndash Caption amp keyword your images
bull Build Links
ndash Photograph compelling material
34
Wednesday May 19 2010
35
Wednesday May 19 2010
SHAWN ROCCO CELLULAR OBSCURA
36
Wednesday May 19 2010
ldquoGOODrdquo CONTENT IS VISIBLE TO SEARCH ENGINES
37
Wednesday May 19 2010
SEO CHECKLIST
bull On-Page Factors
ndash Create unique page titles
ndash Caption amp keyword your images
bull Build Links
ndash Photograph compelling material
ndash Update frequently
38
Wednesday May 19 2010
SEO CHECKLIST
bull On-Page Factors
ndash Create unique page titles
ndash Caption amp keyword your images
bull Build Links
ndash Photograph compelling material
ndash Update frequently
ndash Anchor text matters
39
Wednesday May 19 2010
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
40
Wednesday May 19 2010
SEO STARTS WITH GOOD CONTENT
Good ldquocontentrdquo simply means
bull Keyword-rich textual content
bull Topical focus which meets the expectation of the viewr
bull Regular updates
bull Broad-based and growing
41
Wednesday May 19 2010
PHOTOSHELTER RESEARCH 2010 |
I Search Engine OptimizationII Social MediaIII AnalyticsIV BloggingV Conversion
42
Wednesday May 19 2010
INCREASE YOUR ONLINE FOOTPRINT
Should I be on TwitterShould I be on FacebookShould I be on LinkedIn
43
Answer 1
Yes for brand management
Wednesday May 19 2010
INCREASE YOUR ONLINE FOOTPRINT
44
Wednesday May 19 2010
INCREASE YOUR ONLINE FOOTPRINT
Donrsquot be the needle in the haystack
Be the haystack
45
Wednesday May 19 2010
INCREASE YOUR ONLINE FOOTPRINT
The goal of social media for business
bull NOT mindless interaction
bull Itrsquos a conduit to your website points of conversion
46
Wednesday May 19 2010
INCREASE YOUR ONLINE FOOTPRINT
Should I be on TwitterShould I be on FacebookShould I be on LinkedIn
47
Answer 2
I donrsquot know Test and analyze
Wednesday May 19 2010
PHOTOSHELTER RESEARCH 2010 |
I Search Engine OptimizationII Social MediaIII AnalyticsIV BloggingV Conversion
48
Wednesday May 19 2010
TRAFFIC SOURCES IN GOOGLE ANALYTICS
Wednesday May 19 2010
VISITS REFERRED BY KEYWORDS
Wednesday May 19 2010
GOOGLE ANALYTICS ldquoINTELLIGENCErdquo REPORTS
Wednesday May 19 2010
PHOTOSHELTER RESEARCH 2010 |
I Search Engine OptimizationII Social MediaIII AnalyticsIV BloggingV Conversion
52
Wednesday May 19 2010
BLOGGING FOR PHOTOGRAPHERS
Two types of bloggers
bull Those who can amass a large audience
bull Everyone else
53
Wednesday May 19 2010
YOU ARE NOT VINCENT LAFORET
54
Wednesday May 19 2010
BLOGGING FOR PHOTOGRAPHERS
55
Wednesday May 19 2010
SEO STARTS WITH GOOD CONTENT
Your blog is not an online journal
bull Itrsquos an SEO machine
bull You pick the topics
bull You pick the keywords and phrases
bull You create backlinks
56
Wednesday May 19 2010
PHOTOSHELTER RESEARCH 2010 |
I Search Engine OptimizationII Social MediaIII AnalyticsIV BloggingV Conversion
57
Wednesday May 19 2010
WHATrsquoS CONVERSION
Conversion is getting people to do what you want them to do
bull If your website is only an online portfolio then the only conversion is getting people to look at images
bull If you have e-commerce then you can create the ultimate conversion ndash making money 247
58
Wednesday May 19 2010
THE NYT amp YOUTUBE DONrsquoT DEAD END
59
Wednesday May 19 2010
WHAT IF WE ACTED LIKE START-UPS
60
and split tested our content using conversion as the Key Performance Indicator (KPI)
Wednesday May 19 2010
WHAT IF WE ACTED LIKE START-UPS
61
and leveraged our community to help with content creation while increasing their loyalty
Wednesday May 19 2010
WHAT IF WE ACTED LIKE START-UPS
62
and forced ourselves to have a mission statement for multimedia instead of doing it bc our cameras have video
Wednesday May 19 2010
PHOTOSHELTER RESEARCH 2010 | 63
ALLENrsquoS UNINTELLIGIBLE TENET 5
Multimediarsquos promise is unfulfilledThe vision is a decade oldYou can change that
Wednesday May 19 2010
httpwwwphotosheltercommktresearch
Wednesday May 19 2010
ON-PAGE TITLE amp META DESCRIPTION
bull Page title is the most important on-page factor
bull Create unique page titles and meta descriptions
bull The order of keywords in titles correlates strongly with SEO ranking
bull Title 70 char Desc 140 char
bull Put your name at the end of the title
bull Description should be considered as ldquoad copyrdquo for your SERP
28
Wednesday May 19 2010
SEO CHECKLIST
bull On-Page Factors
ndash Create unique page titles
ndash Caption amp keyword your images
29
Wednesday May 19 2010
Search Engine and ldquoSEOrdquo to-do list
Wednesday May 19 2010
ON-PAGE KEYWORDS amp CAPTIONS
bull Search engines cannot read embedded meta data (yet)
bull Your website needs to redisplay this data next to your images
bull Create a keyword ldquohit listrdquo of terms that yoursquod like to rank for in search engines
31
Wednesday May 19 2010
GOOGLE ADWORDSADWORDSGOOGLECOM
Wednesday May 19 2010
SEO CHECKLIST
bull On-Page Factors
ndash Create unique page titles
ndash Caption amp keyword your images
33
Wednesday May 19 2010
SEO CHECKLIST
bull On-Page Factors
ndash Create unique page titles
ndash Caption amp keyword your images
bull Build Links
ndash Photograph compelling material
34
Wednesday May 19 2010
35
Wednesday May 19 2010
SHAWN ROCCO CELLULAR OBSCURA
36
Wednesday May 19 2010
ldquoGOODrdquo CONTENT IS VISIBLE TO SEARCH ENGINES
37
Wednesday May 19 2010
SEO CHECKLIST
bull On-Page Factors
ndash Create unique page titles
ndash Caption amp keyword your images
bull Build Links
ndash Photograph compelling material
ndash Update frequently
38
Wednesday May 19 2010
SEO CHECKLIST
bull On-Page Factors
ndash Create unique page titles
ndash Caption amp keyword your images
bull Build Links
ndash Photograph compelling material
ndash Update frequently
ndash Anchor text matters
39
Wednesday May 19 2010
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
40
Wednesday May 19 2010
SEO STARTS WITH GOOD CONTENT
Good ldquocontentrdquo simply means
bull Keyword-rich textual content
bull Topical focus which meets the expectation of the viewr
bull Regular updates
bull Broad-based and growing
41
Wednesday May 19 2010
PHOTOSHELTER RESEARCH 2010 |
I Search Engine OptimizationII Social MediaIII AnalyticsIV BloggingV Conversion
42
Wednesday May 19 2010
INCREASE YOUR ONLINE FOOTPRINT
Should I be on TwitterShould I be on FacebookShould I be on LinkedIn
43
Answer 1
Yes for brand management
Wednesday May 19 2010
INCREASE YOUR ONLINE FOOTPRINT
44
Wednesday May 19 2010
INCREASE YOUR ONLINE FOOTPRINT
Donrsquot be the needle in the haystack
Be the haystack
45
Wednesday May 19 2010
INCREASE YOUR ONLINE FOOTPRINT
The goal of social media for business
bull NOT mindless interaction
bull Itrsquos a conduit to your website points of conversion
46
Wednesday May 19 2010
INCREASE YOUR ONLINE FOOTPRINT
Should I be on TwitterShould I be on FacebookShould I be on LinkedIn
47
Answer 2
I donrsquot know Test and analyze
Wednesday May 19 2010
PHOTOSHELTER RESEARCH 2010 |
I Search Engine OptimizationII Social MediaIII AnalyticsIV BloggingV Conversion
48
Wednesday May 19 2010
TRAFFIC SOURCES IN GOOGLE ANALYTICS
Wednesday May 19 2010
VISITS REFERRED BY KEYWORDS
Wednesday May 19 2010
GOOGLE ANALYTICS ldquoINTELLIGENCErdquo REPORTS
Wednesday May 19 2010
PHOTOSHELTER RESEARCH 2010 |
I Search Engine OptimizationII Social MediaIII AnalyticsIV BloggingV Conversion
52
Wednesday May 19 2010
BLOGGING FOR PHOTOGRAPHERS
Two types of bloggers
bull Those who can amass a large audience
bull Everyone else
53
Wednesday May 19 2010
YOU ARE NOT VINCENT LAFORET
54
Wednesday May 19 2010
BLOGGING FOR PHOTOGRAPHERS
55
Wednesday May 19 2010
SEO STARTS WITH GOOD CONTENT
Your blog is not an online journal
bull Itrsquos an SEO machine
bull You pick the topics
bull You pick the keywords and phrases
bull You create backlinks
56
Wednesday May 19 2010
PHOTOSHELTER RESEARCH 2010 |
I Search Engine OptimizationII Social MediaIII AnalyticsIV BloggingV Conversion
57
Wednesday May 19 2010
WHATrsquoS CONVERSION
Conversion is getting people to do what you want them to do
bull If your website is only an online portfolio then the only conversion is getting people to look at images
bull If you have e-commerce then you can create the ultimate conversion ndash making money 247
58
Wednesday May 19 2010
THE NYT amp YOUTUBE DONrsquoT DEAD END
59
Wednesday May 19 2010
WHAT IF WE ACTED LIKE START-UPS
60
and split tested our content using conversion as the Key Performance Indicator (KPI)
Wednesday May 19 2010
WHAT IF WE ACTED LIKE START-UPS
61
and leveraged our community to help with content creation while increasing their loyalty
Wednesday May 19 2010
WHAT IF WE ACTED LIKE START-UPS
62
and forced ourselves to have a mission statement for multimedia instead of doing it bc our cameras have video
Wednesday May 19 2010
PHOTOSHELTER RESEARCH 2010 | 63
ALLENrsquoS UNINTELLIGIBLE TENET 5
Multimediarsquos promise is unfulfilledThe vision is a decade oldYou can change that
Wednesday May 19 2010
httpwwwphotosheltercommktresearch
Wednesday May 19 2010
SEO CHECKLIST
bull On-Page Factors
ndash Create unique page titles
ndash Caption amp keyword your images
29
Wednesday May 19 2010
Search Engine and ldquoSEOrdquo to-do list
Wednesday May 19 2010
ON-PAGE KEYWORDS amp CAPTIONS
bull Search engines cannot read embedded meta data (yet)
bull Your website needs to redisplay this data next to your images
bull Create a keyword ldquohit listrdquo of terms that yoursquod like to rank for in search engines
31
Wednesday May 19 2010
GOOGLE ADWORDSADWORDSGOOGLECOM
Wednesday May 19 2010
SEO CHECKLIST
bull On-Page Factors
ndash Create unique page titles
ndash Caption amp keyword your images
33
Wednesday May 19 2010
SEO CHECKLIST
bull On-Page Factors
ndash Create unique page titles
ndash Caption amp keyword your images
bull Build Links
ndash Photograph compelling material
34
Wednesday May 19 2010
35
Wednesday May 19 2010
SHAWN ROCCO CELLULAR OBSCURA
36
Wednesday May 19 2010
ldquoGOODrdquo CONTENT IS VISIBLE TO SEARCH ENGINES
37
Wednesday May 19 2010
SEO CHECKLIST
bull On-Page Factors
ndash Create unique page titles
ndash Caption amp keyword your images
bull Build Links
ndash Photograph compelling material
ndash Update frequently
38
Wednesday May 19 2010
SEO CHECKLIST
bull On-Page Factors
ndash Create unique page titles
ndash Caption amp keyword your images
bull Build Links
ndash Photograph compelling material
ndash Update frequently
ndash Anchor text matters
39
Wednesday May 19 2010
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
40
Wednesday May 19 2010
SEO STARTS WITH GOOD CONTENT
Good ldquocontentrdquo simply means
bull Keyword-rich textual content
bull Topical focus which meets the expectation of the viewr
bull Regular updates
bull Broad-based and growing
41
Wednesday May 19 2010
PHOTOSHELTER RESEARCH 2010 |
I Search Engine OptimizationII Social MediaIII AnalyticsIV BloggingV Conversion
42
Wednesday May 19 2010
INCREASE YOUR ONLINE FOOTPRINT
Should I be on TwitterShould I be on FacebookShould I be on LinkedIn
43
Answer 1
Yes for brand management
Wednesday May 19 2010
INCREASE YOUR ONLINE FOOTPRINT
44
Wednesday May 19 2010
INCREASE YOUR ONLINE FOOTPRINT
Donrsquot be the needle in the haystack
Be the haystack
45
Wednesday May 19 2010
INCREASE YOUR ONLINE FOOTPRINT
The goal of social media for business
bull NOT mindless interaction
bull Itrsquos a conduit to your website points of conversion
46
Wednesday May 19 2010
INCREASE YOUR ONLINE FOOTPRINT
Should I be on TwitterShould I be on FacebookShould I be on LinkedIn
47
Answer 2
I donrsquot know Test and analyze
Wednesday May 19 2010
PHOTOSHELTER RESEARCH 2010 |
I Search Engine OptimizationII Social MediaIII AnalyticsIV BloggingV Conversion
48
Wednesday May 19 2010
TRAFFIC SOURCES IN GOOGLE ANALYTICS
Wednesday May 19 2010
VISITS REFERRED BY KEYWORDS
Wednesday May 19 2010
GOOGLE ANALYTICS ldquoINTELLIGENCErdquo REPORTS
Wednesday May 19 2010
PHOTOSHELTER RESEARCH 2010 |
I Search Engine OptimizationII Social MediaIII AnalyticsIV BloggingV Conversion
52
Wednesday May 19 2010
BLOGGING FOR PHOTOGRAPHERS
Two types of bloggers
bull Those who can amass a large audience
bull Everyone else
53
Wednesday May 19 2010
YOU ARE NOT VINCENT LAFORET
54
Wednesday May 19 2010
BLOGGING FOR PHOTOGRAPHERS
55
Wednesday May 19 2010
SEO STARTS WITH GOOD CONTENT
Your blog is not an online journal
bull Itrsquos an SEO machine
bull You pick the topics
bull You pick the keywords and phrases
bull You create backlinks
56
Wednesday May 19 2010
PHOTOSHELTER RESEARCH 2010 |
I Search Engine OptimizationII Social MediaIII AnalyticsIV BloggingV Conversion
57
Wednesday May 19 2010
WHATrsquoS CONVERSION
Conversion is getting people to do what you want them to do
bull If your website is only an online portfolio then the only conversion is getting people to look at images
bull If you have e-commerce then you can create the ultimate conversion ndash making money 247
58
Wednesday May 19 2010
THE NYT amp YOUTUBE DONrsquoT DEAD END
59
Wednesday May 19 2010
WHAT IF WE ACTED LIKE START-UPS
60
and split tested our content using conversion as the Key Performance Indicator (KPI)
Wednesday May 19 2010
WHAT IF WE ACTED LIKE START-UPS
61
and leveraged our community to help with content creation while increasing their loyalty
Wednesday May 19 2010
WHAT IF WE ACTED LIKE START-UPS
62
and forced ourselves to have a mission statement for multimedia instead of doing it bc our cameras have video
Wednesday May 19 2010
PHOTOSHELTER RESEARCH 2010 | 63
ALLENrsquoS UNINTELLIGIBLE TENET 5
Multimediarsquos promise is unfulfilledThe vision is a decade oldYou can change that
Wednesday May 19 2010
httpwwwphotosheltercommktresearch
Wednesday May 19 2010
Search Engine and ldquoSEOrdquo to-do list
Wednesday May 19 2010
ON-PAGE KEYWORDS amp CAPTIONS
bull Search engines cannot read embedded meta data (yet)
bull Your website needs to redisplay this data next to your images
bull Create a keyword ldquohit listrdquo of terms that yoursquod like to rank for in search engines
31
Wednesday May 19 2010
GOOGLE ADWORDSADWORDSGOOGLECOM
Wednesday May 19 2010
SEO CHECKLIST
bull On-Page Factors
ndash Create unique page titles
ndash Caption amp keyword your images
33
Wednesday May 19 2010
SEO CHECKLIST
bull On-Page Factors
ndash Create unique page titles
ndash Caption amp keyword your images
bull Build Links
ndash Photograph compelling material
34
Wednesday May 19 2010
35
Wednesday May 19 2010
SHAWN ROCCO CELLULAR OBSCURA
36
Wednesday May 19 2010
ldquoGOODrdquo CONTENT IS VISIBLE TO SEARCH ENGINES
37
Wednesday May 19 2010
SEO CHECKLIST
bull On-Page Factors
ndash Create unique page titles
ndash Caption amp keyword your images
bull Build Links
ndash Photograph compelling material
ndash Update frequently
38
Wednesday May 19 2010
SEO CHECKLIST
bull On-Page Factors
ndash Create unique page titles
ndash Caption amp keyword your images
bull Build Links
ndash Photograph compelling material
ndash Update frequently
ndash Anchor text matters
39
Wednesday May 19 2010
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
40
Wednesday May 19 2010
SEO STARTS WITH GOOD CONTENT
Good ldquocontentrdquo simply means
bull Keyword-rich textual content
bull Topical focus which meets the expectation of the viewr
bull Regular updates
bull Broad-based and growing
41
Wednesday May 19 2010
PHOTOSHELTER RESEARCH 2010 |
I Search Engine OptimizationII Social MediaIII AnalyticsIV BloggingV Conversion
42
Wednesday May 19 2010
INCREASE YOUR ONLINE FOOTPRINT
Should I be on TwitterShould I be on FacebookShould I be on LinkedIn
43
Answer 1
Yes for brand management
Wednesday May 19 2010
INCREASE YOUR ONLINE FOOTPRINT
44
Wednesday May 19 2010
INCREASE YOUR ONLINE FOOTPRINT
Donrsquot be the needle in the haystack
Be the haystack
45
Wednesday May 19 2010
INCREASE YOUR ONLINE FOOTPRINT
The goal of social media for business
bull NOT mindless interaction
bull Itrsquos a conduit to your website points of conversion
46
Wednesday May 19 2010
INCREASE YOUR ONLINE FOOTPRINT
Should I be on TwitterShould I be on FacebookShould I be on LinkedIn
47
Answer 2
I donrsquot know Test and analyze
Wednesday May 19 2010
PHOTOSHELTER RESEARCH 2010 |
I Search Engine OptimizationII Social MediaIII AnalyticsIV BloggingV Conversion
48
Wednesday May 19 2010
TRAFFIC SOURCES IN GOOGLE ANALYTICS
Wednesday May 19 2010
VISITS REFERRED BY KEYWORDS
Wednesday May 19 2010
GOOGLE ANALYTICS ldquoINTELLIGENCErdquo REPORTS
Wednesday May 19 2010
PHOTOSHELTER RESEARCH 2010 |
I Search Engine OptimizationII Social MediaIII AnalyticsIV BloggingV Conversion
52
Wednesday May 19 2010
BLOGGING FOR PHOTOGRAPHERS
Two types of bloggers
bull Those who can amass a large audience
bull Everyone else
53
Wednesday May 19 2010
YOU ARE NOT VINCENT LAFORET
54
Wednesday May 19 2010
BLOGGING FOR PHOTOGRAPHERS
55
Wednesday May 19 2010
SEO STARTS WITH GOOD CONTENT
Your blog is not an online journal
bull Itrsquos an SEO machine
bull You pick the topics
bull You pick the keywords and phrases
bull You create backlinks
56
Wednesday May 19 2010
PHOTOSHELTER RESEARCH 2010 |
I Search Engine OptimizationII Social MediaIII AnalyticsIV BloggingV Conversion
57
Wednesday May 19 2010
WHATrsquoS CONVERSION
Conversion is getting people to do what you want them to do
bull If your website is only an online portfolio then the only conversion is getting people to look at images
bull If you have e-commerce then you can create the ultimate conversion ndash making money 247
58
Wednesday May 19 2010
THE NYT amp YOUTUBE DONrsquoT DEAD END
59
Wednesday May 19 2010
WHAT IF WE ACTED LIKE START-UPS
60
and split tested our content using conversion as the Key Performance Indicator (KPI)
Wednesday May 19 2010
WHAT IF WE ACTED LIKE START-UPS
61
and leveraged our community to help with content creation while increasing their loyalty
Wednesday May 19 2010
WHAT IF WE ACTED LIKE START-UPS
62
and forced ourselves to have a mission statement for multimedia instead of doing it bc our cameras have video
Wednesday May 19 2010
PHOTOSHELTER RESEARCH 2010 | 63
ALLENrsquoS UNINTELLIGIBLE TENET 5
Multimediarsquos promise is unfulfilledThe vision is a decade oldYou can change that
Wednesday May 19 2010
httpwwwphotosheltercommktresearch
Wednesday May 19 2010
ON-PAGE KEYWORDS amp CAPTIONS
bull Search engines cannot read embedded meta data (yet)
bull Your website needs to redisplay this data next to your images
bull Create a keyword ldquohit listrdquo of terms that yoursquod like to rank for in search engines
31
Wednesday May 19 2010
GOOGLE ADWORDSADWORDSGOOGLECOM
Wednesday May 19 2010
SEO CHECKLIST
bull On-Page Factors
ndash Create unique page titles
ndash Caption amp keyword your images
33
Wednesday May 19 2010
SEO CHECKLIST
bull On-Page Factors
ndash Create unique page titles
ndash Caption amp keyword your images
bull Build Links
ndash Photograph compelling material
34
Wednesday May 19 2010
35
Wednesday May 19 2010
SHAWN ROCCO CELLULAR OBSCURA
36
Wednesday May 19 2010
ldquoGOODrdquo CONTENT IS VISIBLE TO SEARCH ENGINES
37
Wednesday May 19 2010
SEO CHECKLIST
bull On-Page Factors
ndash Create unique page titles
ndash Caption amp keyword your images
bull Build Links
ndash Photograph compelling material
ndash Update frequently
38
Wednesday May 19 2010
SEO CHECKLIST
bull On-Page Factors
ndash Create unique page titles
ndash Caption amp keyword your images
bull Build Links
ndash Photograph compelling material
ndash Update frequently
ndash Anchor text matters
39
Wednesday May 19 2010
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
40
Wednesday May 19 2010
SEO STARTS WITH GOOD CONTENT
Good ldquocontentrdquo simply means
bull Keyword-rich textual content
bull Topical focus which meets the expectation of the viewr
bull Regular updates
bull Broad-based and growing
41
Wednesday May 19 2010
PHOTOSHELTER RESEARCH 2010 |
I Search Engine OptimizationII Social MediaIII AnalyticsIV BloggingV Conversion
42
Wednesday May 19 2010
INCREASE YOUR ONLINE FOOTPRINT
Should I be on TwitterShould I be on FacebookShould I be on LinkedIn
43
Answer 1
Yes for brand management
Wednesday May 19 2010
INCREASE YOUR ONLINE FOOTPRINT
44
Wednesday May 19 2010
INCREASE YOUR ONLINE FOOTPRINT
Donrsquot be the needle in the haystack
Be the haystack
45
Wednesday May 19 2010
INCREASE YOUR ONLINE FOOTPRINT
The goal of social media for business
bull NOT mindless interaction
bull Itrsquos a conduit to your website points of conversion
46
Wednesday May 19 2010
INCREASE YOUR ONLINE FOOTPRINT
Should I be on TwitterShould I be on FacebookShould I be on LinkedIn
47
Answer 2
I donrsquot know Test and analyze
Wednesday May 19 2010
PHOTOSHELTER RESEARCH 2010 |
I Search Engine OptimizationII Social MediaIII AnalyticsIV BloggingV Conversion
48
Wednesday May 19 2010
TRAFFIC SOURCES IN GOOGLE ANALYTICS
Wednesday May 19 2010
VISITS REFERRED BY KEYWORDS
Wednesday May 19 2010
GOOGLE ANALYTICS ldquoINTELLIGENCErdquo REPORTS
Wednesday May 19 2010
PHOTOSHELTER RESEARCH 2010 |
I Search Engine OptimizationII Social MediaIII AnalyticsIV BloggingV Conversion
52
Wednesday May 19 2010
BLOGGING FOR PHOTOGRAPHERS
Two types of bloggers
bull Those who can amass a large audience
bull Everyone else
53
Wednesday May 19 2010
YOU ARE NOT VINCENT LAFORET
54
Wednesday May 19 2010
BLOGGING FOR PHOTOGRAPHERS
55
Wednesday May 19 2010
SEO STARTS WITH GOOD CONTENT
Your blog is not an online journal
bull Itrsquos an SEO machine
bull You pick the topics
bull You pick the keywords and phrases
bull You create backlinks
56
Wednesday May 19 2010
PHOTOSHELTER RESEARCH 2010 |
I Search Engine OptimizationII Social MediaIII AnalyticsIV BloggingV Conversion
57
Wednesday May 19 2010
WHATrsquoS CONVERSION
Conversion is getting people to do what you want them to do
bull If your website is only an online portfolio then the only conversion is getting people to look at images
bull If you have e-commerce then you can create the ultimate conversion ndash making money 247
58
Wednesday May 19 2010
THE NYT amp YOUTUBE DONrsquoT DEAD END
59
Wednesday May 19 2010
WHAT IF WE ACTED LIKE START-UPS
60
and split tested our content using conversion as the Key Performance Indicator (KPI)
Wednesday May 19 2010
WHAT IF WE ACTED LIKE START-UPS
61
and leveraged our community to help with content creation while increasing their loyalty
Wednesday May 19 2010
WHAT IF WE ACTED LIKE START-UPS
62
and forced ourselves to have a mission statement for multimedia instead of doing it bc our cameras have video
Wednesday May 19 2010
PHOTOSHELTER RESEARCH 2010 | 63
ALLENrsquoS UNINTELLIGIBLE TENET 5
Multimediarsquos promise is unfulfilledThe vision is a decade oldYou can change that
Wednesday May 19 2010
httpwwwphotosheltercommktresearch
Wednesday May 19 2010
GOOGLE ADWORDSADWORDSGOOGLECOM
Wednesday May 19 2010
SEO CHECKLIST
bull On-Page Factors
ndash Create unique page titles
ndash Caption amp keyword your images
33
Wednesday May 19 2010
SEO CHECKLIST
bull On-Page Factors
ndash Create unique page titles
ndash Caption amp keyword your images
bull Build Links
ndash Photograph compelling material
34
Wednesday May 19 2010
35
Wednesday May 19 2010
SHAWN ROCCO CELLULAR OBSCURA
36
Wednesday May 19 2010
ldquoGOODrdquo CONTENT IS VISIBLE TO SEARCH ENGINES
37
Wednesday May 19 2010
SEO CHECKLIST
bull On-Page Factors
ndash Create unique page titles
ndash Caption amp keyword your images
bull Build Links
ndash Photograph compelling material
ndash Update frequently
38
Wednesday May 19 2010
SEO CHECKLIST
bull On-Page Factors
ndash Create unique page titles
ndash Caption amp keyword your images
bull Build Links
ndash Photograph compelling material
ndash Update frequently
ndash Anchor text matters
39
Wednesday May 19 2010
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
40
Wednesday May 19 2010
SEO STARTS WITH GOOD CONTENT
Good ldquocontentrdquo simply means
bull Keyword-rich textual content
bull Topical focus which meets the expectation of the viewr
bull Regular updates
bull Broad-based and growing
41
Wednesday May 19 2010
PHOTOSHELTER RESEARCH 2010 |
I Search Engine OptimizationII Social MediaIII AnalyticsIV BloggingV Conversion
42
Wednesday May 19 2010
INCREASE YOUR ONLINE FOOTPRINT
Should I be on TwitterShould I be on FacebookShould I be on LinkedIn
43
Answer 1
Yes for brand management
Wednesday May 19 2010
INCREASE YOUR ONLINE FOOTPRINT
44
Wednesday May 19 2010
INCREASE YOUR ONLINE FOOTPRINT
Donrsquot be the needle in the haystack
Be the haystack
45
Wednesday May 19 2010
INCREASE YOUR ONLINE FOOTPRINT
The goal of social media for business
bull NOT mindless interaction
bull Itrsquos a conduit to your website points of conversion
46
Wednesday May 19 2010
INCREASE YOUR ONLINE FOOTPRINT
Should I be on TwitterShould I be on FacebookShould I be on LinkedIn
47
Answer 2
I donrsquot know Test and analyze
Wednesday May 19 2010
PHOTOSHELTER RESEARCH 2010 |
I Search Engine OptimizationII Social MediaIII AnalyticsIV BloggingV Conversion
48
Wednesday May 19 2010
TRAFFIC SOURCES IN GOOGLE ANALYTICS
Wednesday May 19 2010
VISITS REFERRED BY KEYWORDS
Wednesday May 19 2010
GOOGLE ANALYTICS ldquoINTELLIGENCErdquo REPORTS
Wednesday May 19 2010
PHOTOSHELTER RESEARCH 2010 |
I Search Engine OptimizationII Social MediaIII AnalyticsIV BloggingV Conversion
52
Wednesday May 19 2010
BLOGGING FOR PHOTOGRAPHERS
Two types of bloggers
bull Those who can amass a large audience
bull Everyone else
53
Wednesday May 19 2010
YOU ARE NOT VINCENT LAFORET
54
Wednesday May 19 2010
BLOGGING FOR PHOTOGRAPHERS
55
Wednesday May 19 2010
SEO STARTS WITH GOOD CONTENT
Your blog is not an online journal
bull Itrsquos an SEO machine
bull You pick the topics
bull You pick the keywords and phrases
bull You create backlinks
56
Wednesday May 19 2010
PHOTOSHELTER RESEARCH 2010 |
I Search Engine OptimizationII Social MediaIII AnalyticsIV BloggingV Conversion
57
Wednesday May 19 2010
WHATrsquoS CONVERSION
Conversion is getting people to do what you want them to do
bull If your website is only an online portfolio then the only conversion is getting people to look at images
bull If you have e-commerce then you can create the ultimate conversion ndash making money 247
58
Wednesday May 19 2010
THE NYT amp YOUTUBE DONrsquoT DEAD END
59
Wednesday May 19 2010
WHAT IF WE ACTED LIKE START-UPS
60
and split tested our content using conversion as the Key Performance Indicator (KPI)
Wednesday May 19 2010
WHAT IF WE ACTED LIKE START-UPS
61
and leveraged our community to help with content creation while increasing their loyalty
Wednesday May 19 2010
WHAT IF WE ACTED LIKE START-UPS
62
and forced ourselves to have a mission statement for multimedia instead of doing it bc our cameras have video
Wednesday May 19 2010
PHOTOSHELTER RESEARCH 2010 | 63
ALLENrsquoS UNINTELLIGIBLE TENET 5
Multimediarsquos promise is unfulfilledThe vision is a decade oldYou can change that
Wednesday May 19 2010
httpwwwphotosheltercommktresearch
Wednesday May 19 2010
SEO CHECKLIST
bull On-Page Factors
ndash Create unique page titles
ndash Caption amp keyword your images
33
Wednesday May 19 2010
SEO CHECKLIST
bull On-Page Factors
ndash Create unique page titles
ndash Caption amp keyword your images
bull Build Links
ndash Photograph compelling material
34
Wednesday May 19 2010
35
Wednesday May 19 2010
SHAWN ROCCO CELLULAR OBSCURA
36
Wednesday May 19 2010
ldquoGOODrdquo CONTENT IS VISIBLE TO SEARCH ENGINES
37
Wednesday May 19 2010
SEO CHECKLIST
bull On-Page Factors
ndash Create unique page titles
ndash Caption amp keyword your images
bull Build Links
ndash Photograph compelling material
ndash Update frequently
38
Wednesday May 19 2010
SEO CHECKLIST
bull On-Page Factors
ndash Create unique page titles
ndash Caption amp keyword your images
bull Build Links
ndash Photograph compelling material
ndash Update frequently
ndash Anchor text matters
39
Wednesday May 19 2010
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
40
Wednesday May 19 2010
SEO STARTS WITH GOOD CONTENT
Good ldquocontentrdquo simply means
bull Keyword-rich textual content
bull Topical focus which meets the expectation of the viewr
bull Regular updates
bull Broad-based and growing
41
Wednesday May 19 2010
PHOTOSHELTER RESEARCH 2010 |
I Search Engine OptimizationII Social MediaIII AnalyticsIV BloggingV Conversion
42
Wednesday May 19 2010
INCREASE YOUR ONLINE FOOTPRINT
Should I be on TwitterShould I be on FacebookShould I be on LinkedIn
43
Answer 1
Yes for brand management
Wednesday May 19 2010
INCREASE YOUR ONLINE FOOTPRINT
44
Wednesday May 19 2010
INCREASE YOUR ONLINE FOOTPRINT
Donrsquot be the needle in the haystack
Be the haystack
45
Wednesday May 19 2010
INCREASE YOUR ONLINE FOOTPRINT
The goal of social media for business
bull NOT mindless interaction
bull Itrsquos a conduit to your website points of conversion
46
Wednesday May 19 2010
INCREASE YOUR ONLINE FOOTPRINT
Should I be on TwitterShould I be on FacebookShould I be on LinkedIn
47
Answer 2
I donrsquot know Test and analyze
Wednesday May 19 2010
PHOTOSHELTER RESEARCH 2010 |
I Search Engine OptimizationII Social MediaIII AnalyticsIV BloggingV Conversion
48
Wednesday May 19 2010
TRAFFIC SOURCES IN GOOGLE ANALYTICS
Wednesday May 19 2010
VISITS REFERRED BY KEYWORDS
Wednesday May 19 2010
GOOGLE ANALYTICS ldquoINTELLIGENCErdquo REPORTS
Wednesday May 19 2010
PHOTOSHELTER RESEARCH 2010 |
I Search Engine OptimizationII Social MediaIII AnalyticsIV BloggingV Conversion
52
Wednesday May 19 2010
BLOGGING FOR PHOTOGRAPHERS
Two types of bloggers
bull Those who can amass a large audience
bull Everyone else
53
Wednesday May 19 2010
YOU ARE NOT VINCENT LAFORET
54
Wednesday May 19 2010
BLOGGING FOR PHOTOGRAPHERS
55
Wednesday May 19 2010
SEO STARTS WITH GOOD CONTENT
Your blog is not an online journal
bull Itrsquos an SEO machine
bull You pick the topics
bull You pick the keywords and phrases
bull You create backlinks
56
Wednesday May 19 2010
PHOTOSHELTER RESEARCH 2010 |
I Search Engine OptimizationII Social MediaIII AnalyticsIV BloggingV Conversion
57
Wednesday May 19 2010
WHATrsquoS CONVERSION
Conversion is getting people to do what you want them to do
bull If your website is only an online portfolio then the only conversion is getting people to look at images
bull If you have e-commerce then you can create the ultimate conversion ndash making money 247
58
Wednesday May 19 2010
THE NYT amp YOUTUBE DONrsquoT DEAD END
59
Wednesday May 19 2010
WHAT IF WE ACTED LIKE START-UPS
60
and split tested our content using conversion as the Key Performance Indicator (KPI)
Wednesday May 19 2010
WHAT IF WE ACTED LIKE START-UPS
61
and leveraged our community to help with content creation while increasing their loyalty
Wednesday May 19 2010
WHAT IF WE ACTED LIKE START-UPS
62
and forced ourselves to have a mission statement for multimedia instead of doing it bc our cameras have video
Wednesday May 19 2010
PHOTOSHELTER RESEARCH 2010 | 63
ALLENrsquoS UNINTELLIGIBLE TENET 5
Multimediarsquos promise is unfulfilledThe vision is a decade oldYou can change that
Wednesday May 19 2010
httpwwwphotosheltercommktresearch
Wednesday May 19 2010
SEO CHECKLIST
bull On-Page Factors
ndash Create unique page titles
ndash Caption amp keyword your images
bull Build Links
ndash Photograph compelling material
34
Wednesday May 19 2010
35
Wednesday May 19 2010
SHAWN ROCCO CELLULAR OBSCURA
36
Wednesday May 19 2010
ldquoGOODrdquo CONTENT IS VISIBLE TO SEARCH ENGINES
37
Wednesday May 19 2010
SEO CHECKLIST
bull On-Page Factors
ndash Create unique page titles
ndash Caption amp keyword your images
bull Build Links
ndash Photograph compelling material
ndash Update frequently
38
Wednesday May 19 2010
SEO CHECKLIST
bull On-Page Factors
ndash Create unique page titles
ndash Caption amp keyword your images
bull Build Links
ndash Photograph compelling material
ndash Update frequently
ndash Anchor text matters
39
Wednesday May 19 2010
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
40
Wednesday May 19 2010
SEO STARTS WITH GOOD CONTENT
Good ldquocontentrdquo simply means
bull Keyword-rich textual content
bull Topical focus which meets the expectation of the viewr
bull Regular updates
bull Broad-based and growing
41
Wednesday May 19 2010
PHOTOSHELTER RESEARCH 2010 |
I Search Engine OptimizationII Social MediaIII AnalyticsIV BloggingV Conversion
42
Wednesday May 19 2010
INCREASE YOUR ONLINE FOOTPRINT
Should I be on TwitterShould I be on FacebookShould I be on LinkedIn
43
Answer 1
Yes for brand management
Wednesday May 19 2010
INCREASE YOUR ONLINE FOOTPRINT
44
Wednesday May 19 2010
INCREASE YOUR ONLINE FOOTPRINT
Donrsquot be the needle in the haystack
Be the haystack
45
Wednesday May 19 2010
INCREASE YOUR ONLINE FOOTPRINT
The goal of social media for business
bull NOT mindless interaction
bull Itrsquos a conduit to your website points of conversion
46
Wednesday May 19 2010
INCREASE YOUR ONLINE FOOTPRINT
Should I be on TwitterShould I be on FacebookShould I be on LinkedIn
47
Answer 2
I donrsquot know Test and analyze
Wednesday May 19 2010
PHOTOSHELTER RESEARCH 2010 |
I Search Engine OptimizationII Social MediaIII AnalyticsIV BloggingV Conversion
48
Wednesday May 19 2010
TRAFFIC SOURCES IN GOOGLE ANALYTICS
Wednesday May 19 2010
VISITS REFERRED BY KEYWORDS
Wednesday May 19 2010
GOOGLE ANALYTICS ldquoINTELLIGENCErdquo REPORTS
Wednesday May 19 2010
PHOTOSHELTER RESEARCH 2010 |
I Search Engine OptimizationII Social MediaIII AnalyticsIV BloggingV Conversion
52
Wednesday May 19 2010
BLOGGING FOR PHOTOGRAPHERS
Two types of bloggers
bull Those who can amass a large audience
bull Everyone else
53
Wednesday May 19 2010
YOU ARE NOT VINCENT LAFORET
54
Wednesday May 19 2010
BLOGGING FOR PHOTOGRAPHERS
55
Wednesday May 19 2010
SEO STARTS WITH GOOD CONTENT
Your blog is not an online journal
bull Itrsquos an SEO machine
bull You pick the topics
bull You pick the keywords and phrases
bull You create backlinks
56
Wednesday May 19 2010
PHOTOSHELTER RESEARCH 2010 |
I Search Engine OptimizationII Social MediaIII AnalyticsIV BloggingV Conversion
57
Wednesday May 19 2010
WHATrsquoS CONVERSION
Conversion is getting people to do what you want them to do
bull If your website is only an online portfolio then the only conversion is getting people to look at images
bull If you have e-commerce then you can create the ultimate conversion ndash making money 247
58
Wednesday May 19 2010
THE NYT amp YOUTUBE DONrsquoT DEAD END
59
Wednesday May 19 2010
WHAT IF WE ACTED LIKE START-UPS
60
and split tested our content using conversion as the Key Performance Indicator (KPI)
Wednesday May 19 2010
WHAT IF WE ACTED LIKE START-UPS
61
and leveraged our community to help with content creation while increasing their loyalty
Wednesday May 19 2010
WHAT IF WE ACTED LIKE START-UPS
62
and forced ourselves to have a mission statement for multimedia instead of doing it bc our cameras have video
Wednesday May 19 2010
PHOTOSHELTER RESEARCH 2010 | 63
ALLENrsquoS UNINTELLIGIBLE TENET 5
Multimediarsquos promise is unfulfilledThe vision is a decade oldYou can change that
Wednesday May 19 2010
httpwwwphotosheltercommktresearch
Wednesday May 19 2010
35
Wednesday May 19 2010
SHAWN ROCCO CELLULAR OBSCURA
36
Wednesday May 19 2010
ldquoGOODrdquo CONTENT IS VISIBLE TO SEARCH ENGINES
37
Wednesday May 19 2010
SEO CHECKLIST
bull On-Page Factors
ndash Create unique page titles
ndash Caption amp keyword your images
bull Build Links
ndash Photograph compelling material
ndash Update frequently
38
Wednesday May 19 2010
SEO CHECKLIST
bull On-Page Factors
ndash Create unique page titles
ndash Caption amp keyword your images
bull Build Links
ndash Photograph compelling material
ndash Update frequently
ndash Anchor text matters
39
Wednesday May 19 2010
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
40
Wednesday May 19 2010
SEO STARTS WITH GOOD CONTENT
Good ldquocontentrdquo simply means
bull Keyword-rich textual content
bull Topical focus which meets the expectation of the viewr
bull Regular updates
bull Broad-based and growing
41
Wednesday May 19 2010
PHOTOSHELTER RESEARCH 2010 |
I Search Engine OptimizationII Social MediaIII AnalyticsIV BloggingV Conversion
42
Wednesday May 19 2010
INCREASE YOUR ONLINE FOOTPRINT
Should I be on TwitterShould I be on FacebookShould I be on LinkedIn
43
Answer 1
Yes for brand management
Wednesday May 19 2010
INCREASE YOUR ONLINE FOOTPRINT
44
Wednesday May 19 2010
INCREASE YOUR ONLINE FOOTPRINT
Donrsquot be the needle in the haystack
Be the haystack
45
Wednesday May 19 2010
INCREASE YOUR ONLINE FOOTPRINT
The goal of social media for business
bull NOT mindless interaction
bull Itrsquos a conduit to your website points of conversion
46
Wednesday May 19 2010
INCREASE YOUR ONLINE FOOTPRINT
Should I be on TwitterShould I be on FacebookShould I be on LinkedIn
47
Answer 2
I donrsquot know Test and analyze
Wednesday May 19 2010
PHOTOSHELTER RESEARCH 2010 |
I Search Engine OptimizationII Social MediaIII AnalyticsIV BloggingV Conversion
48
Wednesday May 19 2010
TRAFFIC SOURCES IN GOOGLE ANALYTICS
Wednesday May 19 2010
VISITS REFERRED BY KEYWORDS
Wednesday May 19 2010
GOOGLE ANALYTICS ldquoINTELLIGENCErdquo REPORTS
Wednesday May 19 2010
PHOTOSHELTER RESEARCH 2010 |
I Search Engine OptimizationII Social MediaIII AnalyticsIV BloggingV Conversion
52
Wednesday May 19 2010
BLOGGING FOR PHOTOGRAPHERS
Two types of bloggers
bull Those who can amass a large audience
bull Everyone else
53
Wednesday May 19 2010
YOU ARE NOT VINCENT LAFORET
54
Wednesday May 19 2010
BLOGGING FOR PHOTOGRAPHERS
55
Wednesday May 19 2010
SEO STARTS WITH GOOD CONTENT
Your blog is not an online journal
bull Itrsquos an SEO machine
bull You pick the topics
bull You pick the keywords and phrases
bull You create backlinks
56
Wednesday May 19 2010
PHOTOSHELTER RESEARCH 2010 |
I Search Engine OptimizationII Social MediaIII AnalyticsIV BloggingV Conversion
57
Wednesday May 19 2010
WHATrsquoS CONVERSION
Conversion is getting people to do what you want them to do
bull If your website is only an online portfolio then the only conversion is getting people to look at images
bull If you have e-commerce then you can create the ultimate conversion ndash making money 247
58
Wednesday May 19 2010
THE NYT amp YOUTUBE DONrsquoT DEAD END
59
Wednesday May 19 2010
WHAT IF WE ACTED LIKE START-UPS
60
and split tested our content using conversion as the Key Performance Indicator (KPI)
Wednesday May 19 2010
WHAT IF WE ACTED LIKE START-UPS
61
and leveraged our community to help with content creation while increasing their loyalty
Wednesday May 19 2010
WHAT IF WE ACTED LIKE START-UPS
62
and forced ourselves to have a mission statement for multimedia instead of doing it bc our cameras have video
Wednesday May 19 2010
PHOTOSHELTER RESEARCH 2010 | 63
ALLENrsquoS UNINTELLIGIBLE TENET 5
Multimediarsquos promise is unfulfilledThe vision is a decade oldYou can change that
Wednesday May 19 2010
httpwwwphotosheltercommktresearch
Wednesday May 19 2010
SHAWN ROCCO CELLULAR OBSCURA
36
Wednesday May 19 2010
ldquoGOODrdquo CONTENT IS VISIBLE TO SEARCH ENGINES
37
Wednesday May 19 2010
SEO CHECKLIST
bull On-Page Factors
ndash Create unique page titles
ndash Caption amp keyword your images
bull Build Links
ndash Photograph compelling material
ndash Update frequently
38
Wednesday May 19 2010
SEO CHECKLIST
bull On-Page Factors
ndash Create unique page titles
ndash Caption amp keyword your images
bull Build Links
ndash Photograph compelling material
ndash Update frequently
ndash Anchor text matters
39
Wednesday May 19 2010
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
40
Wednesday May 19 2010
SEO STARTS WITH GOOD CONTENT
Good ldquocontentrdquo simply means
bull Keyword-rich textual content
bull Topical focus which meets the expectation of the viewr
bull Regular updates
bull Broad-based and growing
41
Wednesday May 19 2010
PHOTOSHELTER RESEARCH 2010 |
I Search Engine OptimizationII Social MediaIII AnalyticsIV BloggingV Conversion
42
Wednesday May 19 2010
INCREASE YOUR ONLINE FOOTPRINT
Should I be on TwitterShould I be on FacebookShould I be on LinkedIn
43
Answer 1
Yes for brand management
Wednesday May 19 2010
INCREASE YOUR ONLINE FOOTPRINT
44
Wednesday May 19 2010
INCREASE YOUR ONLINE FOOTPRINT
Donrsquot be the needle in the haystack
Be the haystack
45
Wednesday May 19 2010
INCREASE YOUR ONLINE FOOTPRINT
The goal of social media for business
bull NOT mindless interaction
bull Itrsquos a conduit to your website points of conversion
46
Wednesday May 19 2010
INCREASE YOUR ONLINE FOOTPRINT
Should I be on TwitterShould I be on FacebookShould I be on LinkedIn
47
Answer 2
I donrsquot know Test and analyze
Wednesday May 19 2010
PHOTOSHELTER RESEARCH 2010 |
I Search Engine OptimizationII Social MediaIII AnalyticsIV BloggingV Conversion
48
Wednesday May 19 2010
TRAFFIC SOURCES IN GOOGLE ANALYTICS
Wednesday May 19 2010
VISITS REFERRED BY KEYWORDS
Wednesday May 19 2010
GOOGLE ANALYTICS ldquoINTELLIGENCErdquo REPORTS
Wednesday May 19 2010
PHOTOSHELTER RESEARCH 2010 |
I Search Engine OptimizationII Social MediaIII AnalyticsIV BloggingV Conversion
52
Wednesday May 19 2010
BLOGGING FOR PHOTOGRAPHERS
Two types of bloggers
bull Those who can amass a large audience
bull Everyone else
53
Wednesday May 19 2010
YOU ARE NOT VINCENT LAFORET
54
Wednesday May 19 2010
BLOGGING FOR PHOTOGRAPHERS
55
Wednesday May 19 2010
SEO STARTS WITH GOOD CONTENT
Your blog is not an online journal
bull Itrsquos an SEO machine
bull You pick the topics
bull You pick the keywords and phrases
bull You create backlinks
56
Wednesday May 19 2010
PHOTOSHELTER RESEARCH 2010 |
I Search Engine OptimizationII Social MediaIII AnalyticsIV BloggingV Conversion
57
Wednesday May 19 2010
WHATrsquoS CONVERSION
Conversion is getting people to do what you want them to do
bull If your website is only an online portfolio then the only conversion is getting people to look at images
bull If you have e-commerce then you can create the ultimate conversion ndash making money 247
58
Wednesday May 19 2010
THE NYT amp YOUTUBE DONrsquoT DEAD END
59
Wednesday May 19 2010
WHAT IF WE ACTED LIKE START-UPS
60
and split tested our content using conversion as the Key Performance Indicator (KPI)
Wednesday May 19 2010
WHAT IF WE ACTED LIKE START-UPS
61
and leveraged our community to help with content creation while increasing their loyalty
Wednesday May 19 2010
WHAT IF WE ACTED LIKE START-UPS
62
and forced ourselves to have a mission statement for multimedia instead of doing it bc our cameras have video
Wednesday May 19 2010
PHOTOSHELTER RESEARCH 2010 | 63
ALLENrsquoS UNINTELLIGIBLE TENET 5
Multimediarsquos promise is unfulfilledThe vision is a decade oldYou can change that
Wednesday May 19 2010
httpwwwphotosheltercommktresearch
Wednesday May 19 2010
ldquoGOODrdquo CONTENT IS VISIBLE TO SEARCH ENGINES
37
Wednesday May 19 2010
SEO CHECKLIST
bull On-Page Factors
ndash Create unique page titles
ndash Caption amp keyword your images
bull Build Links
ndash Photograph compelling material
ndash Update frequently
38
Wednesday May 19 2010
SEO CHECKLIST
bull On-Page Factors
ndash Create unique page titles
ndash Caption amp keyword your images
bull Build Links
ndash Photograph compelling material
ndash Update frequently
ndash Anchor text matters
39
Wednesday May 19 2010
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
40
Wednesday May 19 2010
SEO STARTS WITH GOOD CONTENT
Good ldquocontentrdquo simply means
bull Keyword-rich textual content
bull Topical focus which meets the expectation of the viewr
bull Regular updates
bull Broad-based and growing
41
Wednesday May 19 2010
PHOTOSHELTER RESEARCH 2010 |
I Search Engine OptimizationII Social MediaIII AnalyticsIV BloggingV Conversion
42
Wednesday May 19 2010
INCREASE YOUR ONLINE FOOTPRINT
Should I be on TwitterShould I be on FacebookShould I be on LinkedIn
43
Answer 1
Yes for brand management
Wednesday May 19 2010
INCREASE YOUR ONLINE FOOTPRINT
44
Wednesday May 19 2010
INCREASE YOUR ONLINE FOOTPRINT
Donrsquot be the needle in the haystack
Be the haystack
45
Wednesday May 19 2010
INCREASE YOUR ONLINE FOOTPRINT
The goal of social media for business
bull NOT mindless interaction
bull Itrsquos a conduit to your website points of conversion
46
Wednesday May 19 2010
INCREASE YOUR ONLINE FOOTPRINT
Should I be on TwitterShould I be on FacebookShould I be on LinkedIn
47
Answer 2
I donrsquot know Test and analyze
Wednesday May 19 2010
PHOTOSHELTER RESEARCH 2010 |
I Search Engine OptimizationII Social MediaIII AnalyticsIV BloggingV Conversion
48
Wednesday May 19 2010
TRAFFIC SOURCES IN GOOGLE ANALYTICS
Wednesday May 19 2010
VISITS REFERRED BY KEYWORDS
Wednesday May 19 2010
GOOGLE ANALYTICS ldquoINTELLIGENCErdquo REPORTS
Wednesday May 19 2010
PHOTOSHELTER RESEARCH 2010 |
I Search Engine OptimizationII Social MediaIII AnalyticsIV BloggingV Conversion
52
Wednesday May 19 2010
BLOGGING FOR PHOTOGRAPHERS
Two types of bloggers
bull Those who can amass a large audience
bull Everyone else
53
Wednesday May 19 2010
YOU ARE NOT VINCENT LAFORET
54
Wednesday May 19 2010
BLOGGING FOR PHOTOGRAPHERS
55
Wednesday May 19 2010
SEO STARTS WITH GOOD CONTENT
Your blog is not an online journal
bull Itrsquos an SEO machine
bull You pick the topics
bull You pick the keywords and phrases
bull You create backlinks
56
Wednesday May 19 2010
PHOTOSHELTER RESEARCH 2010 |
I Search Engine OptimizationII Social MediaIII AnalyticsIV BloggingV Conversion
57
Wednesday May 19 2010
WHATrsquoS CONVERSION
Conversion is getting people to do what you want them to do
bull If your website is only an online portfolio then the only conversion is getting people to look at images
bull If you have e-commerce then you can create the ultimate conversion ndash making money 247
58
Wednesday May 19 2010
THE NYT amp YOUTUBE DONrsquoT DEAD END
59
Wednesday May 19 2010
WHAT IF WE ACTED LIKE START-UPS
60
and split tested our content using conversion as the Key Performance Indicator (KPI)
Wednesday May 19 2010
WHAT IF WE ACTED LIKE START-UPS
61
and leveraged our community to help with content creation while increasing their loyalty
Wednesday May 19 2010
WHAT IF WE ACTED LIKE START-UPS
62
and forced ourselves to have a mission statement for multimedia instead of doing it bc our cameras have video
Wednesday May 19 2010
PHOTOSHELTER RESEARCH 2010 | 63
ALLENrsquoS UNINTELLIGIBLE TENET 5
Multimediarsquos promise is unfulfilledThe vision is a decade oldYou can change that
Wednesday May 19 2010
httpwwwphotosheltercommktresearch
Wednesday May 19 2010
SEO CHECKLIST
bull On-Page Factors
ndash Create unique page titles
ndash Caption amp keyword your images
bull Build Links
ndash Photograph compelling material
ndash Update frequently
38
Wednesday May 19 2010
SEO CHECKLIST
bull On-Page Factors
ndash Create unique page titles
ndash Caption amp keyword your images
bull Build Links
ndash Photograph compelling material
ndash Update frequently
ndash Anchor text matters
39
Wednesday May 19 2010
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
40
Wednesday May 19 2010
SEO STARTS WITH GOOD CONTENT
Good ldquocontentrdquo simply means
bull Keyword-rich textual content
bull Topical focus which meets the expectation of the viewr
bull Regular updates
bull Broad-based and growing
41
Wednesday May 19 2010
PHOTOSHELTER RESEARCH 2010 |
I Search Engine OptimizationII Social MediaIII AnalyticsIV BloggingV Conversion
42
Wednesday May 19 2010
INCREASE YOUR ONLINE FOOTPRINT
Should I be on TwitterShould I be on FacebookShould I be on LinkedIn
43
Answer 1
Yes for brand management
Wednesday May 19 2010
INCREASE YOUR ONLINE FOOTPRINT
44
Wednesday May 19 2010
INCREASE YOUR ONLINE FOOTPRINT
Donrsquot be the needle in the haystack
Be the haystack
45
Wednesday May 19 2010
INCREASE YOUR ONLINE FOOTPRINT
The goal of social media for business
bull NOT mindless interaction
bull Itrsquos a conduit to your website points of conversion
46
Wednesday May 19 2010
INCREASE YOUR ONLINE FOOTPRINT
Should I be on TwitterShould I be on FacebookShould I be on LinkedIn
47
Answer 2
I donrsquot know Test and analyze
Wednesday May 19 2010
PHOTOSHELTER RESEARCH 2010 |
I Search Engine OptimizationII Social MediaIII AnalyticsIV BloggingV Conversion
48
Wednesday May 19 2010
TRAFFIC SOURCES IN GOOGLE ANALYTICS
Wednesday May 19 2010
VISITS REFERRED BY KEYWORDS
Wednesday May 19 2010
GOOGLE ANALYTICS ldquoINTELLIGENCErdquo REPORTS
Wednesday May 19 2010
PHOTOSHELTER RESEARCH 2010 |
I Search Engine OptimizationII Social MediaIII AnalyticsIV BloggingV Conversion
52
Wednesday May 19 2010
BLOGGING FOR PHOTOGRAPHERS
Two types of bloggers
bull Those who can amass a large audience
bull Everyone else
53
Wednesday May 19 2010
YOU ARE NOT VINCENT LAFORET
54
Wednesday May 19 2010
BLOGGING FOR PHOTOGRAPHERS
55
Wednesday May 19 2010
SEO STARTS WITH GOOD CONTENT
Your blog is not an online journal
bull Itrsquos an SEO machine
bull You pick the topics
bull You pick the keywords and phrases
bull You create backlinks
56
Wednesday May 19 2010
PHOTOSHELTER RESEARCH 2010 |
I Search Engine OptimizationII Social MediaIII AnalyticsIV BloggingV Conversion
57
Wednesday May 19 2010
WHATrsquoS CONVERSION
Conversion is getting people to do what you want them to do
bull If your website is only an online portfolio then the only conversion is getting people to look at images
bull If you have e-commerce then you can create the ultimate conversion ndash making money 247
58
Wednesday May 19 2010
THE NYT amp YOUTUBE DONrsquoT DEAD END
59
Wednesday May 19 2010
WHAT IF WE ACTED LIKE START-UPS
60
and split tested our content using conversion as the Key Performance Indicator (KPI)
Wednesday May 19 2010
WHAT IF WE ACTED LIKE START-UPS
61
and leveraged our community to help with content creation while increasing their loyalty
Wednesday May 19 2010
WHAT IF WE ACTED LIKE START-UPS
62
and forced ourselves to have a mission statement for multimedia instead of doing it bc our cameras have video
Wednesday May 19 2010
PHOTOSHELTER RESEARCH 2010 | 63
ALLENrsquoS UNINTELLIGIBLE TENET 5
Multimediarsquos promise is unfulfilledThe vision is a decade oldYou can change that
Wednesday May 19 2010
httpwwwphotosheltercommktresearch
Wednesday May 19 2010
SEO CHECKLIST
bull On-Page Factors
ndash Create unique page titles
ndash Caption amp keyword your images
bull Build Links
ndash Photograph compelling material
ndash Update frequently
ndash Anchor text matters
39
Wednesday May 19 2010
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
40
Wednesday May 19 2010
SEO STARTS WITH GOOD CONTENT
Good ldquocontentrdquo simply means
bull Keyword-rich textual content
bull Topical focus which meets the expectation of the viewr
bull Regular updates
bull Broad-based and growing
41
Wednesday May 19 2010
PHOTOSHELTER RESEARCH 2010 |
I Search Engine OptimizationII Social MediaIII AnalyticsIV BloggingV Conversion
42
Wednesday May 19 2010
INCREASE YOUR ONLINE FOOTPRINT
Should I be on TwitterShould I be on FacebookShould I be on LinkedIn
43
Answer 1
Yes for brand management
Wednesday May 19 2010
INCREASE YOUR ONLINE FOOTPRINT
44
Wednesday May 19 2010
INCREASE YOUR ONLINE FOOTPRINT
Donrsquot be the needle in the haystack
Be the haystack
45
Wednesday May 19 2010
INCREASE YOUR ONLINE FOOTPRINT
The goal of social media for business
bull NOT mindless interaction
bull Itrsquos a conduit to your website points of conversion
46
Wednesday May 19 2010
INCREASE YOUR ONLINE FOOTPRINT
Should I be on TwitterShould I be on FacebookShould I be on LinkedIn
47
Answer 2
I donrsquot know Test and analyze
Wednesday May 19 2010
PHOTOSHELTER RESEARCH 2010 |
I Search Engine OptimizationII Social MediaIII AnalyticsIV BloggingV Conversion
48
Wednesday May 19 2010
TRAFFIC SOURCES IN GOOGLE ANALYTICS
Wednesday May 19 2010
VISITS REFERRED BY KEYWORDS
Wednesday May 19 2010
GOOGLE ANALYTICS ldquoINTELLIGENCErdquo REPORTS
Wednesday May 19 2010
PHOTOSHELTER RESEARCH 2010 |
I Search Engine OptimizationII Social MediaIII AnalyticsIV BloggingV Conversion
52
Wednesday May 19 2010
BLOGGING FOR PHOTOGRAPHERS
Two types of bloggers
bull Those who can amass a large audience
bull Everyone else
53
Wednesday May 19 2010
YOU ARE NOT VINCENT LAFORET
54
Wednesday May 19 2010
BLOGGING FOR PHOTOGRAPHERS
55
Wednesday May 19 2010
SEO STARTS WITH GOOD CONTENT
Your blog is not an online journal
bull Itrsquos an SEO machine
bull You pick the topics
bull You pick the keywords and phrases
bull You create backlinks
56
Wednesday May 19 2010
PHOTOSHELTER RESEARCH 2010 |
I Search Engine OptimizationII Social MediaIII AnalyticsIV BloggingV Conversion
57
Wednesday May 19 2010
WHATrsquoS CONVERSION
Conversion is getting people to do what you want them to do
bull If your website is only an online portfolio then the only conversion is getting people to look at images
bull If you have e-commerce then you can create the ultimate conversion ndash making money 247
58
Wednesday May 19 2010
THE NYT amp YOUTUBE DONrsquoT DEAD END
59
Wednesday May 19 2010
WHAT IF WE ACTED LIKE START-UPS
60
and split tested our content using conversion as the Key Performance Indicator (KPI)
Wednesday May 19 2010
WHAT IF WE ACTED LIKE START-UPS
61
and leveraged our community to help with content creation while increasing their loyalty
Wednesday May 19 2010
WHAT IF WE ACTED LIKE START-UPS
62
and forced ourselves to have a mission statement for multimedia instead of doing it bc our cameras have video
Wednesday May 19 2010
PHOTOSHELTER RESEARCH 2010 | 63
ALLENrsquoS UNINTELLIGIBLE TENET 5
Multimediarsquos promise is unfulfilledThe vision is a decade oldYou can change that
Wednesday May 19 2010
httpwwwphotosheltercommktresearch
Wednesday May 19 2010
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
40
Wednesday May 19 2010
SEO STARTS WITH GOOD CONTENT
Good ldquocontentrdquo simply means
bull Keyword-rich textual content
bull Topical focus which meets the expectation of the viewr
bull Regular updates
bull Broad-based and growing
41
Wednesday May 19 2010
PHOTOSHELTER RESEARCH 2010 |
I Search Engine OptimizationII Social MediaIII AnalyticsIV BloggingV Conversion
42
Wednesday May 19 2010
INCREASE YOUR ONLINE FOOTPRINT
Should I be on TwitterShould I be on FacebookShould I be on LinkedIn
43
Answer 1
Yes for brand management
Wednesday May 19 2010
INCREASE YOUR ONLINE FOOTPRINT
44
Wednesday May 19 2010
INCREASE YOUR ONLINE FOOTPRINT
Donrsquot be the needle in the haystack
Be the haystack
45
Wednesday May 19 2010
INCREASE YOUR ONLINE FOOTPRINT
The goal of social media for business
bull NOT mindless interaction
bull Itrsquos a conduit to your website points of conversion
46
Wednesday May 19 2010
INCREASE YOUR ONLINE FOOTPRINT
Should I be on TwitterShould I be on FacebookShould I be on LinkedIn
47
Answer 2
I donrsquot know Test and analyze
Wednesday May 19 2010
PHOTOSHELTER RESEARCH 2010 |
I Search Engine OptimizationII Social MediaIII AnalyticsIV BloggingV Conversion
48
Wednesday May 19 2010
TRAFFIC SOURCES IN GOOGLE ANALYTICS
Wednesday May 19 2010
VISITS REFERRED BY KEYWORDS
Wednesday May 19 2010
GOOGLE ANALYTICS ldquoINTELLIGENCErdquo REPORTS
Wednesday May 19 2010
PHOTOSHELTER RESEARCH 2010 |
I Search Engine OptimizationII Social MediaIII AnalyticsIV BloggingV Conversion
52
Wednesday May 19 2010
BLOGGING FOR PHOTOGRAPHERS
Two types of bloggers
bull Those who can amass a large audience
bull Everyone else
53
Wednesday May 19 2010
YOU ARE NOT VINCENT LAFORET
54
Wednesday May 19 2010
BLOGGING FOR PHOTOGRAPHERS
55
Wednesday May 19 2010
SEO STARTS WITH GOOD CONTENT
Your blog is not an online journal
bull Itrsquos an SEO machine
bull You pick the topics
bull You pick the keywords and phrases
bull You create backlinks
56
Wednesday May 19 2010
PHOTOSHELTER RESEARCH 2010 |
I Search Engine OptimizationII Social MediaIII AnalyticsIV BloggingV Conversion
57
Wednesday May 19 2010
WHATrsquoS CONVERSION
Conversion is getting people to do what you want them to do
bull If your website is only an online portfolio then the only conversion is getting people to look at images
bull If you have e-commerce then you can create the ultimate conversion ndash making money 247
58
Wednesday May 19 2010
THE NYT amp YOUTUBE DONrsquoT DEAD END
59
Wednesday May 19 2010
WHAT IF WE ACTED LIKE START-UPS
60
and split tested our content using conversion as the Key Performance Indicator (KPI)
Wednesday May 19 2010
WHAT IF WE ACTED LIKE START-UPS
61
and leveraged our community to help with content creation while increasing their loyalty
Wednesday May 19 2010
WHAT IF WE ACTED LIKE START-UPS
62
and forced ourselves to have a mission statement for multimedia instead of doing it bc our cameras have video
Wednesday May 19 2010
PHOTOSHELTER RESEARCH 2010 | 63
ALLENrsquoS UNINTELLIGIBLE TENET 5
Multimediarsquos promise is unfulfilledThe vision is a decade oldYou can change that
Wednesday May 19 2010
httpwwwphotosheltercommktresearch
Wednesday May 19 2010
SEO STARTS WITH GOOD CONTENT
Good ldquocontentrdquo simply means
bull Keyword-rich textual content
bull Topical focus which meets the expectation of the viewr
bull Regular updates
bull Broad-based and growing
41
Wednesday May 19 2010
PHOTOSHELTER RESEARCH 2010 |
I Search Engine OptimizationII Social MediaIII AnalyticsIV BloggingV Conversion
42
Wednesday May 19 2010
INCREASE YOUR ONLINE FOOTPRINT
Should I be on TwitterShould I be on FacebookShould I be on LinkedIn
43
Answer 1
Yes for brand management
Wednesday May 19 2010
INCREASE YOUR ONLINE FOOTPRINT
44
Wednesday May 19 2010
INCREASE YOUR ONLINE FOOTPRINT
Donrsquot be the needle in the haystack
Be the haystack
45
Wednesday May 19 2010
INCREASE YOUR ONLINE FOOTPRINT
The goal of social media for business
bull NOT mindless interaction
bull Itrsquos a conduit to your website points of conversion
46
Wednesday May 19 2010
INCREASE YOUR ONLINE FOOTPRINT
Should I be on TwitterShould I be on FacebookShould I be on LinkedIn
47
Answer 2
I donrsquot know Test and analyze
Wednesday May 19 2010
PHOTOSHELTER RESEARCH 2010 |
I Search Engine OptimizationII Social MediaIII AnalyticsIV BloggingV Conversion
48
Wednesday May 19 2010
TRAFFIC SOURCES IN GOOGLE ANALYTICS
Wednesday May 19 2010
VISITS REFERRED BY KEYWORDS
Wednesday May 19 2010
GOOGLE ANALYTICS ldquoINTELLIGENCErdquo REPORTS
Wednesday May 19 2010
PHOTOSHELTER RESEARCH 2010 |
I Search Engine OptimizationII Social MediaIII AnalyticsIV BloggingV Conversion
52
Wednesday May 19 2010
BLOGGING FOR PHOTOGRAPHERS
Two types of bloggers
bull Those who can amass a large audience
bull Everyone else
53
Wednesday May 19 2010
YOU ARE NOT VINCENT LAFORET
54
Wednesday May 19 2010
BLOGGING FOR PHOTOGRAPHERS
55
Wednesday May 19 2010
SEO STARTS WITH GOOD CONTENT
Your blog is not an online journal
bull Itrsquos an SEO machine
bull You pick the topics
bull You pick the keywords and phrases
bull You create backlinks
56
Wednesday May 19 2010
PHOTOSHELTER RESEARCH 2010 |
I Search Engine OptimizationII Social MediaIII AnalyticsIV BloggingV Conversion
57
Wednesday May 19 2010
WHATrsquoS CONVERSION
Conversion is getting people to do what you want them to do
bull If your website is only an online portfolio then the only conversion is getting people to look at images
bull If you have e-commerce then you can create the ultimate conversion ndash making money 247
58
Wednesday May 19 2010
THE NYT amp YOUTUBE DONrsquoT DEAD END
59
Wednesday May 19 2010
WHAT IF WE ACTED LIKE START-UPS
60
and split tested our content using conversion as the Key Performance Indicator (KPI)
Wednesday May 19 2010
WHAT IF WE ACTED LIKE START-UPS
61
and leveraged our community to help with content creation while increasing their loyalty
Wednesday May 19 2010
WHAT IF WE ACTED LIKE START-UPS
62
and forced ourselves to have a mission statement for multimedia instead of doing it bc our cameras have video
Wednesday May 19 2010
PHOTOSHELTER RESEARCH 2010 | 63
ALLENrsquoS UNINTELLIGIBLE TENET 5
Multimediarsquos promise is unfulfilledThe vision is a decade oldYou can change that
Wednesday May 19 2010
httpwwwphotosheltercommktresearch
Wednesday May 19 2010
PHOTOSHELTER RESEARCH 2010 |
I Search Engine OptimizationII Social MediaIII AnalyticsIV BloggingV Conversion
42
Wednesday May 19 2010
INCREASE YOUR ONLINE FOOTPRINT
Should I be on TwitterShould I be on FacebookShould I be on LinkedIn
43
Answer 1
Yes for brand management
Wednesday May 19 2010
INCREASE YOUR ONLINE FOOTPRINT
44
Wednesday May 19 2010
INCREASE YOUR ONLINE FOOTPRINT
Donrsquot be the needle in the haystack
Be the haystack
45
Wednesday May 19 2010
INCREASE YOUR ONLINE FOOTPRINT
The goal of social media for business
bull NOT mindless interaction
bull Itrsquos a conduit to your website points of conversion
46
Wednesday May 19 2010
INCREASE YOUR ONLINE FOOTPRINT
Should I be on TwitterShould I be on FacebookShould I be on LinkedIn
47
Answer 2
I donrsquot know Test and analyze
Wednesday May 19 2010
PHOTOSHELTER RESEARCH 2010 |
I Search Engine OptimizationII Social MediaIII AnalyticsIV BloggingV Conversion
48
Wednesday May 19 2010
TRAFFIC SOURCES IN GOOGLE ANALYTICS
Wednesday May 19 2010
VISITS REFERRED BY KEYWORDS
Wednesday May 19 2010
GOOGLE ANALYTICS ldquoINTELLIGENCErdquo REPORTS
Wednesday May 19 2010
PHOTOSHELTER RESEARCH 2010 |
I Search Engine OptimizationII Social MediaIII AnalyticsIV BloggingV Conversion
52
Wednesday May 19 2010
BLOGGING FOR PHOTOGRAPHERS
Two types of bloggers
bull Those who can amass a large audience
bull Everyone else
53
Wednesday May 19 2010
YOU ARE NOT VINCENT LAFORET
54
Wednesday May 19 2010
BLOGGING FOR PHOTOGRAPHERS
55
Wednesday May 19 2010
SEO STARTS WITH GOOD CONTENT
Your blog is not an online journal
bull Itrsquos an SEO machine
bull You pick the topics
bull You pick the keywords and phrases
bull You create backlinks
56
Wednesday May 19 2010
PHOTOSHELTER RESEARCH 2010 |
I Search Engine OptimizationII Social MediaIII AnalyticsIV BloggingV Conversion
57
Wednesday May 19 2010
WHATrsquoS CONVERSION
Conversion is getting people to do what you want them to do
bull If your website is only an online portfolio then the only conversion is getting people to look at images
bull If you have e-commerce then you can create the ultimate conversion ndash making money 247
58
Wednesday May 19 2010
THE NYT amp YOUTUBE DONrsquoT DEAD END
59
Wednesday May 19 2010
WHAT IF WE ACTED LIKE START-UPS
60
and split tested our content using conversion as the Key Performance Indicator (KPI)
Wednesday May 19 2010
WHAT IF WE ACTED LIKE START-UPS
61
and leveraged our community to help with content creation while increasing their loyalty
Wednesday May 19 2010
WHAT IF WE ACTED LIKE START-UPS
62
and forced ourselves to have a mission statement for multimedia instead of doing it bc our cameras have video
Wednesday May 19 2010
PHOTOSHELTER RESEARCH 2010 | 63
ALLENrsquoS UNINTELLIGIBLE TENET 5
Multimediarsquos promise is unfulfilledThe vision is a decade oldYou can change that
Wednesday May 19 2010
httpwwwphotosheltercommktresearch
Wednesday May 19 2010
INCREASE YOUR ONLINE FOOTPRINT
Should I be on TwitterShould I be on FacebookShould I be on LinkedIn
43
Answer 1
Yes for brand management
Wednesday May 19 2010
INCREASE YOUR ONLINE FOOTPRINT
44
Wednesday May 19 2010
INCREASE YOUR ONLINE FOOTPRINT
Donrsquot be the needle in the haystack
Be the haystack
45
Wednesday May 19 2010
INCREASE YOUR ONLINE FOOTPRINT
The goal of social media for business
bull NOT mindless interaction
bull Itrsquos a conduit to your website points of conversion
46
Wednesday May 19 2010
INCREASE YOUR ONLINE FOOTPRINT
Should I be on TwitterShould I be on FacebookShould I be on LinkedIn
47
Answer 2
I donrsquot know Test and analyze
Wednesday May 19 2010
PHOTOSHELTER RESEARCH 2010 |
I Search Engine OptimizationII Social MediaIII AnalyticsIV BloggingV Conversion
48
Wednesday May 19 2010
TRAFFIC SOURCES IN GOOGLE ANALYTICS
Wednesday May 19 2010
VISITS REFERRED BY KEYWORDS
Wednesday May 19 2010
GOOGLE ANALYTICS ldquoINTELLIGENCErdquo REPORTS
Wednesday May 19 2010
PHOTOSHELTER RESEARCH 2010 |
I Search Engine OptimizationII Social MediaIII AnalyticsIV BloggingV Conversion
52
Wednesday May 19 2010
BLOGGING FOR PHOTOGRAPHERS
Two types of bloggers
bull Those who can amass a large audience
bull Everyone else
53
Wednesday May 19 2010
YOU ARE NOT VINCENT LAFORET
54
Wednesday May 19 2010
BLOGGING FOR PHOTOGRAPHERS
55
Wednesday May 19 2010
SEO STARTS WITH GOOD CONTENT
Your blog is not an online journal
bull Itrsquos an SEO machine
bull You pick the topics
bull You pick the keywords and phrases
bull You create backlinks
56
Wednesday May 19 2010
PHOTOSHELTER RESEARCH 2010 |
I Search Engine OptimizationII Social MediaIII AnalyticsIV BloggingV Conversion
57
Wednesday May 19 2010
WHATrsquoS CONVERSION
Conversion is getting people to do what you want them to do
bull If your website is only an online portfolio then the only conversion is getting people to look at images
bull If you have e-commerce then you can create the ultimate conversion ndash making money 247
58
Wednesday May 19 2010
THE NYT amp YOUTUBE DONrsquoT DEAD END
59
Wednesday May 19 2010
WHAT IF WE ACTED LIKE START-UPS
60
and split tested our content using conversion as the Key Performance Indicator (KPI)
Wednesday May 19 2010
WHAT IF WE ACTED LIKE START-UPS
61
and leveraged our community to help with content creation while increasing their loyalty
Wednesday May 19 2010
WHAT IF WE ACTED LIKE START-UPS
62
and forced ourselves to have a mission statement for multimedia instead of doing it bc our cameras have video
Wednesday May 19 2010
PHOTOSHELTER RESEARCH 2010 | 63
ALLENrsquoS UNINTELLIGIBLE TENET 5
Multimediarsquos promise is unfulfilledThe vision is a decade oldYou can change that
Wednesday May 19 2010
httpwwwphotosheltercommktresearch
Wednesday May 19 2010
INCREASE YOUR ONLINE FOOTPRINT
44
Wednesday May 19 2010
INCREASE YOUR ONLINE FOOTPRINT
Donrsquot be the needle in the haystack
Be the haystack
45
Wednesday May 19 2010
INCREASE YOUR ONLINE FOOTPRINT
The goal of social media for business
bull NOT mindless interaction
bull Itrsquos a conduit to your website points of conversion
46
Wednesday May 19 2010
INCREASE YOUR ONLINE FOOTPRINT
Should I be on TwitterShould I be on FacebookShould I be on LinkedIn
47
Answer 2
I donrsquot know Test and analyze
Wednesday May 19 2010
PHOTOSHELTER RESEARCH 2010 |
I Search Engine OptimizationII Social MediaIII AnalyticsIV BloggingV Conversion
48
Wednesday May 19 2010
TRAFFIC SOURCES IN GOOGLE ANALYTICS
Wednesday May 19 2010
VISITS REFERRED BY KEYWORDS
Wednesday May 19 2010
GOOGLE ANALYTICS ldquoINTELLIGENCErdquo REPORTS
Wednesday May 19 2010
PHOTOSHELTER RESEARCH 2010 |
I Search Engine OptimizationII Social MediaIII AnalyticsIV BloggingV Conversion
52
Wednesday May 19 2010
BLOGGING FOR PHOTOGRAPHERS
Two types of bloggers
bull Those who can amass a large audience
bull Everyone else
53
Wednesday May 19 2010
YOU ARE NOT VINCENT LAFORET
54
Wednesday May 19 2010
BLOGGING FOR PHOTOGRAPHERS
55
Wednesday May 19 2010
SEO STARTS WITH GOOD CONTENT
Your blog is not an online journal
bull Itrsquos an SEO machine
bull You pick the topics
bull You pick the keywords and phrases
bull You create backlinks
56
Wednesday May 19 2010
PHOTOSHELTER RESEARCH 2010 |
I Search Engine OptimizationII Social MediaIII AnalyticsIV BloggingV Conversion
57
Wednesday May 19 2010
WHATrsquoS CONVERSION
Conversion is getting people to do what you want them to do
bull If your website is only an online portfolio then the only conversion is getting people to look at images
bull If you have e-commerce then you can create the ultimate conversion ndash making money 247
58
Wednesday May 19 2010
THE NYT amp YOUTUBE DONrsquoT DEAD END
59
Wednesday May 19 2010
WHAT IF WE ACTED LIKE START-UPS
60
and split tested our content using conversion as the Key Performance Indicator (KPI)
Wednesday May 19 2010
WHAT IF WE ACTED LIKE START-UPS
61
and leveraged our community to help with content creation while increasing their loyalty
Wednesday May 19 2010
WHAT IF WE ACTED LIKE START-UPS
62
and forced ourselves to have a mission statement for multimedia instead of doing it bc our cameras have video
Wednesday May 19 2010
PHOTOSHELTER RESEARCH 2010 | 63
ALLENrsquoS UNINTELLIGIBLE TENET 5
Multimediarsquos promise is unfulfilledThe vision is a decade oldYou can change that
Wednesday May 19 2010
httpwwwphotosheltercommktresearch
Wednesday May 19 2010
INCREASE YOUR ONLINE FOOTPRINT
Donrsquot be the needle in the haystack
Be the haystack
45
Wednesday May 19 2010
INCREASE YOUR ONLINE FOOTPRINT
The goal of social media for business
bull NOT mindless interaction
bull Itrsquos a conduit to your website points of conversion
46
Wednesday May 19 2010
INCREASE YOUR ONLINE FOOTPRINT
Should I be on TwitterShould I be on FacebookShould I be on LinkedIn
47
Answer 2
I donrsquot know Test and analyze
Wednesday May 19 2010
PHOTOSHELTER RESEARCH 2010 |
I Search Engine OptimizationII Social MediaIII AnalyticsIV BloggingV Conversion
48
Wednesday May 19 2010
TRAFFIC SOURCES IN GOOGLE ANALYTICS
Wednesday May 19 2010
VISITS REFERRED BY KEYWORDS
Wednesday May 19 2010
GOOGLE ANALYTICS ldquoINTELLIGENCErdquo REPORTS
Wednesday May 19 2010
PHOTOSHELTER RESEARCH 2010 |
I Search Engine OptimizationII Social MediaIII AnalyticsIV BloggingV Conversion
52
Wednesday May 19 2010
BLOGGING FOR PHOTOGRAPHERS
Two types of bloggers
bull Those who can amass a large audience
bull Everyone else
53
Wednesday May 19 2010
YOU ARE NOT VINCENT LAFORET
54
Wednesday May 19 2010
BLOGGING FOR PHOTOGRAPHERS
55
Wednesday May 19 2010
SEO STARTS WITH GOOD CONTENT
Your blog is not an online journal
bull Itrsquos an SEO machine
bull You pick the topics
bull You pick the keywords and phrases
bull You create backlinks
56
Wednesday May 19 2010
PHOTOSHELTER RESEARCH 2010 |
I Search Engine OptimizationII Social MediaIII AnalyticsIV BloggingV Conversion
57
Wednesday May 19 2010
WHATrsquoS CONVERSION
Conversion is getting people to do what you want them to do
bull If your website is only an online portfolio then the only conversion is getting people to look at images
bull If you have e-commerce then you can create the ultimate conversion ndash making money 247
58
Wednesday May 19 2010
THE NYT amp YOUTUBE DONrsquoT DEAD END
59
Wednesday May 19 2010
WHAT IF WE ACTED LIKE START-UPS
60
and split tested our content using conversion as the Key Performance Indicator (KPI)
Wednesday May 19 2010
WHAT IF WE ACTED LIKE START-UPS
61
and leveraged our community to help with content creation while increasing their loyalty
Wednesday May 19 2010
WHAT IF WE ACTED LIKE START-UPS
62
and forced ourselves to have a mission statement for multimedia instead of doing it bc our cameras have video
Wednesday May 19 2010
PHOTOSHELTER RESEARCH 2010 | 63
ALLENrsquoS UNINTELLIGIBLE TENET 5
Multimediarsquos promise is unfulfilledThe vision is a decade oldYou can change that
Wednesday May 19 2010
httpwwwphotosheltercommktresearch
Wednesday May 19 2010
INCREASE YOUR ONLINE FOOTPRINT
The goal of social media for business
bull NOT mindless interaction
bull Itrsquos a conduit to your website points of conversion
46
Wednesday May 19 2010
INCREASE YOUR ONLINE FOOTPRINT
Should I be on TwitterShould I be on FacebookShould I be on LinkedIn
47
Answer 2
I donrsquot know Test and analyze
Wednesday May 19 2010
PHOTOSHELTER RESEARCH 2010 |
I Search Engine OptimizationII Social MediaIII AnalyticsIV BloggingV Conversion
48
Wednesday May 19 2010
TRAFFIC SOURCES IN GOOGLE ANALYTICS
Wednesday May 19 2010
VISITS REFERRED BY KEYWORDS
Wednesday May 19 2010
GOOGLE ANALYTICS ldquoINTELLIGENCErdquo REPORTS
Wednesday May 19 2010
PHOTOSHELTER RESEARCH 2010 |
I Search Engine OptimizationII Social MediaIII AnalyticsIV BloggingV Conversion
52
Wednesday May 19 2010
BLOGGING FOR PHOTOGRAPHERS
Two types of bloggers
bull Those who can amass a large audience
bull Everyone else
53
Wednesday May 19 2010
YOU ARE NOT VINCENT LAFORET
54
Wednesday May 19 2010
BLOGGING FOR PHOTOGRAPHERS
55
Wednesday May 19 2010
SEO STARTS WITH GOOD CONTENT
Your blog is not an online journal
bull Itrsquos an SEO machine
bull You pick the topics
bull You pick the keywords and phrases
bull You create backlinks
56
Wednesday May 19 2010
PHOTOSHELTER RESEARCH 2010 |
I Search Engine OptimizationII Social MediaIII AnalyticsIV BloggingV Conversion
57
Wednesday May 19 2010
WHATrsquoS CONVERSION
Conversion is getting people to do what you want them to do
bull If your website is only an online portfolio then the only conversion is getting people to look at images
bull If you have e-commerce then you can create the ultimate conversion ndash making money 247
58
Wednesday May 19 2010
THE NYT amp YOUTUBE DONrsquoT DEAD END
59
Wednesday May 19 2010
WHAT IF WE ACTED LIKE START-UPS
60
and split tested our content using conversion as the Key Performance Indicator (KPI)
Wednesday May 19 2010
WHAT IF WE ACTED LIKE START-UPS
61
and leveraged our community to help with content creation while increasing their loyalty
Wednesday May 19 2010
WHAT IF WE ACTED LIKE START-UPS
62
and forced ourselves to have a mission statement for multimedia instead of doing it bc our cameras have video
Wednesday May 19 2010
PHOTOSHELTER RESEARCH 2010 | 63
ALLENrsquoS UNINTELLIGIBLE TENET 5
Multimediarsquos promise is unfulfilledThe vision is a decade oldYou can change that
Wednesday May 19 2010
httpwwwphotosheltercommktresearch
Wednesday May 19 2010
INCREASE YOUR ONLINE FOOTPRINT
Should I be on TwitterShould I be on FacebookShould I be on LinkedIn
47
Answer 2
I donrsquot know Test and analyze
Wednesday May 19 2010
PHOTOSHELTER RESEARCH 2010 |
I Search Engine OptimizationII Social MediaIII AnalyticsIV BloggingV Conversion
48
Wednesday May 19 2010
TRAFFIC SOURCES IN GOOGLE ANALYTICS
Wednesday May 19 2010
VISITS REFERRED BY KEYWORDS
Wednesday May 19 2010
GOOGLE ANALYTICS ldquoINTELLIGENCErdquo REPORTS
Wednesday May 19 2010
PHOTOSHELTER RESEARCH 2010 |
I Search Engine OptimizationII Social MediaIII AnalyticsIV BloggingV Conversion
52
Wednesday May 19 2010
BLOGGING FOR PHOTOGRAPHERS
Two types of bloggers
bull Those who can amass a large audience
bull Everyone else
53
Wednesday May 19 2010
YOU ARE NOT VINCENT LAFORET
54
Wednesday May 19 2010
BLOGGING FOR PHOTOGRAPHERS
55
Wednesday May 19 2010
SEO STARTS WITH GOOD CONTENT
Your blog is not an online journal
bull Itrsquos an SEO machine
bull You pick the topics
bull You pick the keywords and phrases
bull You create backlinks
56
Wednesday May 19 2010
PHOTOSHELTER RESEARCH 2010 |
I Search Engine OptimizationII Social MediaIII AnalyticsIV BloggingV Conversion
57
Wednesday May 19 2010
WHATrsquoS CONVERSION
Conversion is getting people to do what you want them to do
bull If your website is only an online portfolio then the only conversion is getting people to look at images
bull If you have e-commerce then you can create the ultimate conversion ndash making money 247
58
Wednesday May 19 2010
THE NYT amp YOUTUBE DONrsquoT DEAD END
59
Wednesday May 19 2010
WHAT IF WE ACTED LIKE START-UPS
60
and split tested our content using conversion as the Key Performance Indicator (KPI)
Wednesday May 19 2010
WHAT IF WE ACTED LIKE START-UPS
61
and leveraged our community to help with content creation while increasing their loyalty
Wednesday May 19 2010
WHAT IF WE ACTED LIKE START-UPS
62
and forced ourselves to have a mission statement for multimedia instead of doing it bc our cameras have video
Wednesday May 19 2010
PHOTOSHELTER RESEARCH 2010 | 63
ALLENrsquoS UNINTELLIGIBLE TENET 5
Multimediarsquos promise is unfulfilledThe vision is a decade oldYou can change that
Wednesday May 19 2010
httpwwwphotosheltercommktresearch
Wednesday May 19 2010
PHOTOSHELTER RESEARCH 2010 |
I Search Engine OptimizationII Social MediaIII AnalyticsIV BloggingV Conversion
48
Wednesday May 19 2010
TRAFFIC SOURCES IN GOOGLE ANALYTICS
Wednesday May 19 2010
VISITS REFERRED BY KEYWORDS
Wednesday May 19 2010
GOOGLE ANALYTICS ldquoINTELLIGENCErdquo REPORTS
Wednesday May 19 2010
PHOTOSHELTER RESEARCH 2010 |
I Search Engine OptimizationII Social MediaIII AnalyticsIV BloggingV Conversion
52
Wednesday May 19 2010
BLOGGING FOR PHOTOGRAPHERS
Two types of bloggers
bull Those who can amass a large audience
bull Everyone else
53
Wednesday May 19 2010
YOU ARE NOT VINCENT LAFORET
54
Wednesday May 19 2010
BLOGGING FOR PHOTOGRAPHERS
55
Wednesday May 19 2010
SEO STARTS WITH GOOD CONTENT
Your blog is not an online journal
bull Itrsquos an SEO machine
bull You pick the topics
bull You pick the keywords and phrases
bull You create backlinks
56
Wednesday May 19 2010
PHOTOSHELTER RESEARCH 2010 |
I Search Engine OptimizationII Social MediaIII AnalyticsIV BloggingV Conversion
57
Wednesday May 19 2010
WHATrsquoS CONVERSION
Conversion is getting people to do what you want them to do
bull If your website is only an online portfolio then the only conversion is getting people to look at images
bull If you have e-commerce then you can create the ultimate conversion ndash making money 247
58
Wednesday May 19 2010
THE NYT amp YOUTUBE DONrsquoT DEAD END
59
Wednesday May 19 2010
WHAT IF WE ACTED LIKE START-UPS
60
and split tested our content using conversion as the Key Performance Indicator (KPI)
Wednesday May 19 2010
WHAT IF WE ACTED LIKE START-UPS
61
and leveraged our community to help with content creation while increasing their loyalty
Wednesday May 19 2010
WHAT IF WE ACTED LIKE START-UPS
62
and forced ourselves to have a mission statement for multimedia instead of doing it bc our cameras have video
Wednesday May 19 2010
PHOTOSHELTER RESEARCH 2010 | 63
ALLENrsquoS UNINTELLIGIBLE TENET 5
Multimediarsquos promise is unfulfilledThe vision is a decade oldYou can change that
Wednesday May 19 2010
httpwwwphotosheltercommktresearch
Wednesday May 19 2010
TRAFFIC SOURCES IN GOOGLE ANALYTICS
Wednesday May 19 2010
VISITS REFERRED BY KEYWORDS
Wednesday May 19 2010
GOOGLE ANALYTICS ldquoINTELLIGENCErdquo REPORTS
Wednesday May 19 2010
PHOTOSHELTER RESEARCH 2010 |
I Search Engine OptimizationII Social MediaIII AnalyticsIV BloggingV Conversion
52
Wednesday May 19 2010
BLOGGING FOR PHOTOGRAPHERS
Two types of bloggers
bull Those who can amass a large audience
bull Everyone else
53
Wednesday May 19 2010
YOU ARE NOT VINCENT LAFORET
54
Wednesday May 19 2010
BLOGGING FOR PHOTOGRAPHERS
55
Wednesday May 19 2010
SEO STARTS WITH GOOD CONTENT
Your blog is not an online journal
bull Itrsquos an SEO machine
bull You pick the topics
bull You pick the keywords and phrases
bull You create backlinks
56
Wednesday May 19 2010
PHOTOSHELTER RESEARCH 2010 |
I Search Engine OptimizationII Social MediaIII AnalyticsIV BloggingV Conversion
57
Wednesday May 19 2010
WHATrsquoS CONVERSION
Conversion is getting people to do what you want them to do
bull If your website is only an online portfolio then the only conversion is getting people to look at images
bull If you have e-commerce then you can create the ultimate conversion ndash making money 247
58
Wednesday May 19 2010
THE NYT amp YOUTUBE DONrsquoT DEAD END
59
Wednesday May 19 2010
WHAT IF WE ACTED LIKE START-UPS
60
and split tested our content using conversion as the Key Performance Indicator (KPI)
Wednesday May 19 2010
WHAT IF WE ACTED LIKE START-UPS
61
and leveraged our community to help with content creation while increasing their loyalty
Wednesday May 19 2010
WHAT IF WE ACTED LIKE START-UPS
62
and forced ourselves to have a mission statement for multimedia instead of doing it bc our cameras have video
Wednesday May 19 2010
PHOTOSHELTER RESEARCH 2010 | 63
ALLENrsquoS UNINTELLIGIBLE TENET 5
Multimediarsquos promise is unfulfilledThe vision is a decade oldYou can change that
Wednesday May 19 2010
httpwwwphotosheltercommktresearch
Wednesday May 19 2010
VISITS REFERRED BY KEYWORDS
Wednesday May 19 2010
GOOGLE ANALYTICS ldquoINTELLIGENCErdquo REPORTS
Wednesday May 19 2010
PHOTOSHELTER RESEARCH 2010 |
I Search Engine OptimizationII Social MediaIII AnalyticsIV BloggingV Conversion
52
Wednesday May 19 2010
BLOGGING FOR PHOTOGRAPHERS
Two types of bloggers
bull Those who can amass a large audience
bull Everyone else
53
Wednesday May 19 2010
YOU ARE NOT VINCENT LAFORET
54
Wednesday May 19 2010
BLOGGING FOR PHOTOGRAPHERS
55
Wednesday May 19 2010
SEO STARTS WITH GOOD CONTENT
Your blog is not an online journal
bull Itrsquos an SEO machine
bull You pick the topics
bull You pick the keywords and phrases
bull You create backlinks
56
Wednesday May 19 2010
PHOTOSHELTER RESEARCH 2010 |
I Search Engine OptimizationII Social MediaIII AnalyticsIV BloggingV Conversion
57
Wednesday May 19 2010
WHATrsquoS CONVERSION
Conversion is getting people to do what you want them to do
bull If your website is only an online portfolio then the only conversion is getting people to look at images
bull If you have e-commerce then you can create the ultimate conversion ndash making money 247
58
Wednesday May 19 2010
THE NYT amp YOUTUBE DONrsquoT DEAD END
59
Wednesday May 19 2010
WHAT IF WE ACTED LIKE START-UPS
60
and split tested our content using conversion as the Key Performance Indicator (KPI)
Wednesday May 19 2010
WHAT IF WE ACTED LIKE START-UPS
61
and leveraged our community to help with content creation while increasing their loyalty
Wednesday May 19 2010
WHAT IF WE ACTED LIKE START-UPS
62
and forced ourselves to have a mission statement for multimedia instead of doing it bc our cameras have video
Wednesday May 19 2010
PHOTOSHELTER RESEARCH 2010 | 63
ALLENrsquoS UNINTELLIGIBLE TENET 5
Multimediarsquos promise is unfulfilledThe vision is a decade oldYou can change that
Wednesday May 19 2010
httpwwwphotosheltercommktresearch
Wednesday May 19 2010
GOOGLE ANALYTICS ldquoINTELLIGENCErdquo REPORTS
Wednesday May 19 2010
PHOTOSHELTER RESEARCH 2010 |
I Search Engine OptimizationII Social MediaIII AnalyticsIV BloggingV Conversion
52
Wednesday May 19 2010
BLOGGING FOR PHOTOGRAPHERS
Two types of bloggers
bull Those who can amass a large audience
bull Everyone else
53
Wednesday May 19 2010
YOU ARE NOT VINCENT LAFORET
54
Wednesday May 19 2010
BLOGGING FOR PHOTOGRAPHERS
55
Wednesday May 19 2010
SEO STARTS WITH GOOD CONTENT
Your blog is not an online journal
bull Itrsquos an SEO machine
bull You pick the topics
bull You pick the keywords and phrases
bull You create backlinks
56
Wednesday May 19 2010
PHOTOSHELTER RESEARCH 2010 |
I Search Engine OptimizationII Social MediaIII AnalyticsIV BloggingV Conversion
57
Wednesday May 19 2010
WHATrsquoS CONVERSION
Conversion is getting people to do what you want them to do
bull If your website is only an online portfolio then the only conversion is getting people to look at images
bull If you have e-commerce then you can create the ultimate conversion ndash making money 247
58
Wednesday May 19 2010
THE NYT amp YOUTUBE DONrsquoT DEAD END
59
Wednesday May 19 2010
WHAT IF WE ACTED LIKE START-UPS
60
and split tested our content using conversion as the Key Performance Indicator (KPI)
Wednesday May 19 2010
WHAT IF WE ACTED LIKE START-UPS
61
and leveraged our community to help with content creation while increasing their loyalty
Wednesday May 19 2010
WHAT IF WE ACTED LIKE START-UPS
62
and forced ourselves to have a mission statement for multimedia instead of doing it bc our cameras have video
Wednesday May 19 2010
PHOTOSHELTER RESEARCH 2010 | 63
ALLENrsquoS UNINTELLIGIBLE TENET 5
Multimediarsquos promise is unfulfilledThe vision is a decade oldYou can change that
Wednesday May 19 2010
httpwwwphotosheltercommktresearch
Wednesday May 19 2010
PHOTOSHELTER RESEARCH 2010 |
I Search Engine OptimizationII Social MediaIII AnalyticsIV BloggingV Conversion
52
Wednesday May 19 2010
BLOGGING FOR PHOTOGRAPHERS
Two types of bloggers
bull Those who can amass a large audience
bull Everyone else
53
Wednesday May 19 2010
YOU ARE NOT VINCENT LAFORET
54
Wednesday May 19 2010
BLOGGING FOR PHOTOGRAPHERS
55
Wednesday May 19 2010
SEO STARTS WITH GOOD CONTENT
Your blog is not an online journal
bull Itrsquos an SEO machine
bull You pick the topics
bull You pick the keywords and phrases
bull You create backlinks
56
Wednesday May 19 2010
PHOTOSHELTER RESEARCH 2010 |
I Search Engine OptimizationII Social MediaIII AnalyticsIV BloggingV Conversion
57
Wednesday May 19 2010
WHATrsquoS CONVERSION
Conversion is getting people to do what you want them to do
bull If your website is only an online portfolio then the only conversion is getting people to look at images
bull If you have e-commerce then you can create the ultimate conversion ndash making money 247
58
Wednesday May 19 2010
THE NYT amp YOUTUBE DONrsquoT DEAD END
59
Wednesday May 19 2010
WHAT IF WE ACTED LIKE START-UPS
60
and split tested our content using conversion as the Key Performance Indicator (KPI)
Wednesday May 19 2010
WHAT IF WE ACTED LIKE START-UPS
61
and leveraged our community to help with content creation while increasing their loyalty
Wednesday May 19 2010
WHAT IF WE ACTED LIKE START-UPS
62
and forced ourselves to have a mission statement for multimedia instead of doing it bc our cameras have video
Wednesday May 19 2010
PHOTOSHELTER RESEARCH 2010 | 63
ALLENrsquoS UNINTELLIGIBLE TENET 5
Multimediarsquos promise is unfulfilledThe vision is a decade oldYou can change that
Wednesday May 19 2010
httpwwwphotosheltercommktresearch
Wednesday May 19 2010
BLOGGING FOR PHOTOGRAPHERS
Two types of bloggers
bull Those who can amass a large audience
bull Everyone else
53
Wednesday May 19 2010
YOU ARE NOT VINCENT LAFORET
54
Wednesday May 19 2010
BLOGGING FOR PHOTOGRAPHERS
55
Wednesday May 19 2010
SEO STARTS WITH GOOD CONTENT
Your blog is not an online journal
bull Itrsquos an SEO machine
bull You pick the topics
bull You pick the keywords and phrases
bull You create backlinks
56
Wednesday May 19 2010
PHOTOSHELTER RESEARCH 2010 |
I Search Engine OptimizationII Social MediaIII AnalyticsIV BloggingV Conversion
57
Wednesday May 19 2010
WHATrsquoS CONVERSION
Conversion is getting people to do what you want them to do
bull If your website is only an online portfolio then the only conversion is getting people to look at images
bull If you have e-commerce then you can create the ultimate conversion ndash making money 247
58
Wednesday May 19 2010
THE NYT amp YOUTUBE DONrsquoT DEAD END
59
Wednesday May 19 2010
WHAT IF WE ACTED LIKE START-UPS
60
and split tested our content using conversion as the Key Performance Indicator (KPI)
Wednesday May 19 2010
WHAT IF WE ACTED LIKE START-UPS
61
and leveraged our community to help with content creation while increasing their loyalty
Wednesday May 19 2010
WHAT IF WE ACTED LIKE START-UPS
62
and forced ourselves to have a mission statement for multimedia instead of doing it bc our cameras have video
Wednesday May 19 2010
PHOTOSHELTER RESEARCH 2010 | 63
ALLENrsquoS UNINTELLIGIBLE TENET 5
Multimediarsquos promise is unfulfilledThe vision is a decade oldYou can change that
Wednesday May 19 2010
httpwwwphotosheltercommktresearch
Wednesday May 19 2010
YOU ARE NOT VINCENT LAFORET
54
Wednesday May 19 2010
BLOGGING FOR PHOTOGRAPHERS
55
Wednesday May 19 2010
SEO STARTS WITH GOOD CONTENT
Your blog is not an online journal
bull Itrsquos an SEO machine
bull You pick the topics
bull You pick the keywords and phrases
bull You create backlinks
56
Wednesday May 19 2010
PHOTOSHELTER RESEARCH 2010 |
I Search Engine OptimizationII Social MediaIII AnalyticsIV BloggingV Conversion
57
Wednesday May 19 2010
WHATrsquoS CONVERSION
Conversion is getting people to do what you want them to do
bull If your website is only an online portfolio then the only conversion is getting people to look at images
bull If you have e-commerce then you can create the ultimate conversion ndash making money 247
58
Wednesday May 19 2010
THE NYT amp YOUTUBE DONrsquoT DEAD END
59
Wednesday May 19 2010
WHAT IF WE ACTED LIKE START-UPS
60
and split tested our content using conversion as the Key Performance Indicator (KPI)
Wednesday May 19 2010
WHAT IF WE ACTED LIKE START-UPS
61
and leveraged our community to help with content creation while increasing their loyalty
Wednesday May 19 2010
WHAT IF WE ACTED LIKE START-UPS
62
and forced ourselves to have a mission statement for multimedia instead of doing it bc our cameras have video
Wednesday May 19 2010
PHOTOSHELTER RESEARCH 2010 | 63
ALLENrsquoS UNINTELLIGIBLE TENET 5
Multimediarsquos promise is unfulfilledThe vision is a decade oldYou can change that
Wednesday May 19 2010
httpwwwphotosheltercommktresearch
Wednesday May 19 2010
BLOGGING FOR PHOTOGRAPHERS
55
Wednesday May 19 2010
SEO STARTS WITH GOOD CONTENT
Your blog is not an online journal
bull Itrsquos an SEO machine
bull You pick the topics
bull You pick the keywords and phrases
bull You create backlinks
56
Wednesday May 19 2010
PHOTOSHELTER RESEARCH 2010 |
I Search Engine OptimizationII Social MediaIII AnalyticsIV BloggingV Conversion
57
Wednesday May 19 2010
WHATrsquoS CONVERSION
Conversion is getting people to do what you want them to do
bull If your website is only an online portfolio then the only conversion is getting people to look at images
bull If you have e-commerce then you can create the ultimate conversion ndash making money 247
58
Wednesday May 19 2010
THE NYT amp YOUTUBE DONrsquoT DEAD END
59
Wednesday May 19 2010
WHAT IF WE ACTED LIKE START-UPS
60
and split tested our content using conversion as the Key Performance Indicator (KPI)
Wednesday May 19 2010
WHAT IF WE ACTED LIKE START-UPS
61
and leveraged our community to help with content creation while increasing their loyalty
Wednesday May 19 2010
WHAT IF WE ACTED LIKE START-UPS
62
and forced ourselves to have a mission statement for multimedia instead of doing it bc our cameras have video
Wednesday May 19 2010
PHOTOSHELTER RESEARCH 2010 | 63
ALLENrsquoS UNINTELLIGIBLE TENET 5
Multimediarsquos promise is unfulfilledThe vision is a decade oldYou can change that
Wednesday May 19 2010
httpwwwphotosheltercommktresearch
Wednesday May 19 2010
SEO STARTS WITH GOOD CONTENT
Your blog is not an online journal
bull Itrsquos an SEO machine
bull You pick the topics
bull You pick the keywords and phrases
bull You create backlinks
56
Wednesday May 19 2010
PHOTOSHELTER RESEARCH 2010 |
I Search Engine OptimizationII Social MediaIII AnalyticsIV BloggingV Conversion
57
Wednesday May 19 2010
WHATrsquoS CONVERSION
Conversion is getting people to do what you want them to do
bull If your website is only an online portfolio then the only conversion is getting people to look at images
bull If you have e-commerce then you can create the ultimate conversion ndash making money 247
58
Wednesday May 19 2010
THE NYT amp YOUTUBE DONrsquoT DEAD END
59
Wednesday May 19 2010
WHAT IF WE ACTED LIKE START-UPS
60
and split tested our content using conversion as the Key Performance Indicator (KPI)
Wednesday May 19 2010
WHAT IF WE ACTED LIKE START-UPS
61
and leveraged our community to help with content creation while increasing their loyalty
Wednesday May 19 2010
WHAT IF WE ACTED LIKE START-UPS
62
and forced ourselves to have a mission statement for multimedia instead of doing it bc our cameras have video
Wednesday May 19 2010
PHOTOSHELTER RESEARCH 2010 | 63
ALLENrsquoS UNINTELLIGIBLE TENET 5
Multimediarsquos promise is unfulfilledThe vision is a decade oldYou can change that
Wednesday May 19 2010
httpwwwphotosheltercommktresearch
Wednesday May 19 2010
PHOTOSHELTER RESEARCH 2010 |
I Search Engine OptimizationII Social MediaIII AnalyticsIV BloggingV Conversion
57
Wednesday May 19 2010
WHATrsquoS CONVERSION
Conversion is getting people to do what you want them to do
bull If your website is only an online portfolio then the only conversion is getting people to look at images
bull If you have e-commerce then you can create the ultimate conversion ndash making money 247
58
Wednesday May 19 2010
THE NYT amp YOUTUBE DONrsquoT DEAD END
59
Wednesday May 19 2010
WHAT IF WE ACTED LIKE START-UPS
60
and split tested our content using conversion as the Key Performance Indicator (KPI)
Wednesday May 19 2010
WHAT IF WE ACTED LIKE START-UPS
61
and leveraged our community to help with content creation while increasing their loyalty
Wednesday May 19 2010
WHAT IF WE ACTED LIKE START-UPS
62
and forced ourselves to have a mission statement for multimedia instead of doing it bc our cameras have video
Wednesday May 19 2010
PHOTOSHELTER RESEARCH 2010 | 63
ALLENrsquoS UNINTELLIGIBLE TENET 5
Multimediarsquos promise is unfulfilledThe vision is a decade oldYou can change that
Wednesday May 19 2010
httpwwwphotosheltercommktresearch
Wednesday May 19 2010
WHATrsquoS CONVERSION
Conversion is getting people to do what you want them to do
bull If your website is only an online portfolio then the only conversion is getting people to look at images
bull If you have e-commerce then you can create the ultimate conversion ndash making money 247
58
Wednesday May 19 2010
THE NYT amp YOUTUBE DONrsquoT DEAD END
59
Wednesday May 19 2010
WHAT IF WE ACTED LIKE START-UPS
60
and split tested our content using conversion as the Key Performance Indicator (KPI)
Wednesday May 19 2010
WHAT IF WE ACTED LIKE START-UPS
61
and leveraged our community to help with content creation while increasing their loyalty
Wednesday May 19 2010
WHAT IF WE ACTED LIKE START-UPS
62
and forced ourselves to have a mission statement for multimedia instead of doing it bc our cameras have video
Wednesday May 19 2010
PHOTOSHELTER RESEARCH 2010 | 63
ALLENrsquoS UNINTELLIGIBLE TENET 5
Multimediarsquos promise is unfulfilledThe vision is a decade oldYou can change that
Wednesday May 19 2010
httpwwwphotosheltercommktresearch
Wednesday May 19 2010
THE NYT amp YOUTUBE DONrsquoT DEAD END
59
Wednesday May 19 2010
WHAT IF WE ACTED LIKE START-UPS
60
and split tested our content using conversion as the Key Performance Indicator (KPI)
Wednesday May 19 2010
WHAT IF WE ACTED LIKE START-UPS
61
and leveraged our community to help with content creation while increasing their loyalty
Wednesday May 19 2010
WHAT IF WE ACTED LIKE START-UPS
62
and forced ourselves to have a mission statement for multimedia instead of doing it bc our cameras have video
Wednesday May 19 2010
PHOTOSHELTER RESEARCH 2010 | 63
ALLENrsquoS UNINTELLIGIBLE TENET 5
Multimediarsquos promise is unfulfilledThe vision is a decade oldYou can change that
Wednesday May 19 2010
httpwwwphotosheltercommktresearch
Wednesday May 19 2010
WHAT IF WE ACTED LIKE START-UPS
60
and split tested our content using conversion as the Key Performance Indicator (KPI)
Wednesday May 19 2010
WHAT IF WE ACTED LIKE START-UPS
61
and leveraged our community to help with content creation while increasing their loyalty
Wednesday May 19 2010
WHAT IF WE ACTED LIKE START-UPS
62
and forced ourselves to have a mission statement for multimedia instead of doing it bc our cameras have video
Wednesday May 19 2010
PHOTOSHELTER RESEARCH 2010 | 63
ALLENrsquoS UNINTELLIGIBLE TENET 5
Multimediarsquos promise is unfulfilledThe vision is a decade oldYou can change that
Wednesday May 19 2010
httpwwwphotosheltercommktresearch
Wednesday May 19 2010
WHAT IF WE ACTED LIKE START-UPS
61
and leveraged our community to help with content creation while increasing their loyalty
Wednesday May 19 2010
WHAT IF WE ACTED LIKE START-UPS
62
and forced ourselves to have a mission statement for multimedia instead of doing it bc our cameras have video
Wednesday May 19 2010
PHOTOSHELTER RESEARCH 2010 | 63
ALLENrsquoS UNINTELLIGIBLE TENET 5
Multimediarsquos promise is unfulfilledThe vision is a decade oldYou can change that
Wednesday May 19 2010
httpwwwphotosheltercommktresearch
Wednesday May 19 2010
WHAT IF WE ACTED LIKE START-UPS
62
and forced ourselves to have a mission statement for multimedia instead of doing it bc our cameras have video
Wednesday May 19 2010
PHOTOSHELTER RESEARCH 2010 | 63
ALLENrsquoS UNINTELLIGIBLE TENET 5
Multimediarsquos promise is unfulfilledThe vision is a decade oldYou can change that
Wednesday May 19 2010
httpwwwphotosheltercommktresearch
Wednesday May 19 2010
PHOTOSHELTER RESEARCH 2010 | 63
ALLENrsquoS UNINTELLIGIBLE TENET 5
Multimediarsquos promise is unfulfilledThe vision is a decade oldYou can change that
Wednesday May 19 2010
httpwwwphotosheltercommktresearch
Wednesday May 19 2010
httpwwwphotosheltercommktresearch
Wednesday May 19 2010