Be Seen By Google - Speaker Deck

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Be Seen By Google Basic Search Engine Optimization Importance

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Community & Blog Wrangler at Photocrati  [email protected]  photocrati.com Photographer  scottwyden.com

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Let’s dive in

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Your Website…

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Photo by Josh Pesavento via Flickr

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Before we keep going… ! - Choose the Right Keywords - Optimize Your Website - Build Links - Optimize for “Local” Search - Social Media & SEO ! !

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What are the most popular search engines?

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1. Google 2. YouTube (powered by Google) 3. Bing 4. Yahoo (powered by Bing) 5. Ask 6. AOL (powered by Google)

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Why is SEO important?

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Primary: Single Most Important Philadelphia wedding photographer ! Secondary: 3-6 Next Most Important Philadelphia engagement photographer King of Prussia wedding photographer ! Long Tails: Lots of Specific Phrases Philadelphia Pennsylvania wedding photographer South Jersey engagement photography Northeast Philadelphia wedding photographer Keywords

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Primary -> Homepage optimized for primary keyword yourdomain.com Secondary -> Priority Pages yourdomain.com/philadelphia-engagement-photographer Long Tail -> Blog Posts yourdomain.com/blog/northeast-philadelphia-wedding-photographer Keywords Mapped to Pages

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- SEO Friendly Platform (ie, WordPress) - SEO Friendly URLS (readable) - SEO Friendly Title Tag Rules - Sitemap vs Robots/Noindex (Tells Google what to index and what to ignore) - Internal Linking Structure (Tells Google which pages are important and how pages are related) Site Structure

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1. Keyword Phrase: One per page 2. URL: Keyword in URL 3. Title: Keyword in Title 4. Subtitle: Keyword in Subtitle 5. Text: 300+ Words, Keyword 4-5 Times 6. Meta Tags: Keyword in Meta Description & Image Alt Tags 7. Linking: Link to Page with Keyword The 7 Steps for Optimizing Any Page

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- Homepage for primary phrase - Secondary Pages for secondary phrases - Blog Posts for long tail phrases Use the previous 7 steps to optimize

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Linking & Link Building ! Links = Votes ! The more votes = the more trusted

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How to Tell a Good Link from a Bad One? ! - Site Quality, Popularity, and Authority - PageRank - Relevance - Link Anchor Text - Absence of “Gray” Practices - Good Links = Hard to Get Linking & Link Building

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Easy Links (Less Valuable) ! • Your Websites • Your Social and Forum Profiles • Friends & Family • Photography Directories • General Directories • Local Business Directories • Blog Comments • Press Releases (less valuable recently) • Exchanging Links Linking & Link Building

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Hard Links (More Valuable) • Guest Posting (One of Best Options) • Submitting “Feature” Images/Profiles • Links from Clients • Links from Venues, Vendors, Partners • Let Other Websites Use Images (with Link) • Create and Promote Link Bait (Photos, Blog Posts, Ebooks, Tools) • Charity – Give or Do • Government domains (.gov) • Education domains (.edu) • Wikipedia Linking & Link Building

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What’s involved? ! • Any location specific search • Location can be inferred from IP address • Different search result structure • Highlights Google Business Listings • Different Ranking Factors from General Search • Consistency of Business’s Web Presence Local Search

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Getting Your Business on Google+ ! If Just Getting Started ! • Claim Your Business • http://www.google.com/business/placesforbusiness/ • Google Places = Google+ Local • All in One Business Listing and Google+ ! Already Have a Page? Total Mess ! • Google Places (Old) – No Google+ Integration • Google+ Business Pages Local Search

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Ranking Factors for Local Search ! • Real Business Address Near City Center • Choose Most Relevant Categories • Use Keywords in Business Title and Description (doesn’t typically read well to people when used in titles) • Quantity and Quality of Reviews • Quantity, Quality, Consistency of Citations • Links to Main Website (Not Places Page) • Business Info and Location on Main Website Local Search

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• Google favors Google+ engagement • Google utilizes Google+ for Authorship • Build “Social Signals” • Use Social to Promote Content & Build Links • Bing favors Facebook, Quora, LinkedIn and other social media engagement Social Media’s Role

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Dive deeper into SEO and your speciﬁc website ! http://www.photographers-seo.com ! http://www.moz.com http://www.quicksprout.com http://www.woorank.com http://www.browseo.net http://www.seositecheckup.com https://www.pluginseo.com http://rankchecker.net

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But that’s not the end…

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Let’s have some fun

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2 second memory test

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Chase Jarvis is a commercial photographer

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Todd Owyoung is a concert photographer

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David Teng is a wedding photographer

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Lesson learned...

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Blogging is important

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Your blog is your everlasting gobstopper

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~ 70% of trafﬁc comes from blog content ! ~ 15% of home page visitors will visit the blog ! Potential clients will view the blog for recent work and knowledge even before your portfolio!

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Blogging generates discussion = discussion generates movement = movement catches attention = attention improves search engine rankings

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What the heck do I blog about?

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GREAT QUESTION

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Blogging A Photograph Of Orange Kittens? ! - What equipment you used to photograph orange kittens ! - Why you used that equipment to photograph orange kittens ! - The toys used to get the attention of the orange kittens? ! - The best lighting conditions to photograph orange kittens ! - Examples of other photographs of orange kittens and how they could improve them ! - Why someone should hire you to photograph their orange kitten ! - How to dress up your orange kittens for a photograph ! - What a clowder of orange kittens should know before being photographed

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Blogging For Customers ! - Talk about your new product or service - Share insides into how to use your product or why your service is AWESOME - Mention upcoming events you are attending or speaking at - Publish worthy testimonials that are blog worthy - Educate your customers about product or service related topics - Talk about industry related topics - Provide advice for your customers on how to use your product or preparing for your service

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What do you photograph? How do you want to make money? ! Once you know that, ﬁnding topics becomes easier...

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Keep an editorial calendar ! Google Calendar, iCal, WordPress Editorial Calendar (plugin), Excel, Edit Flow (plugin), CoSchedule (premium plugin)

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What’s blogging schedule like? ! 1 - Published photo/article Tuesdays & Thursdays at 8am 2 - Share on social channels right away 3 - Add to BufferApp for future re-posting 4 - Email to blog subscribers at 7pm Tuesdays & Thursdays 5 - Add to monthly newsletter subscriber email for 1st week of the month

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Always use a compelling media related to the content ! How I Photographed Historic Cotton & Wool Mills

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Blog Management ! Always brainstorm and log (Evernote, Notes) ! Set aside a block of time to write ! Close everything on your computer except your writing software ! Create blog drafts from each article ! Schedule for future publishing ! Promote when articles are published

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My Best Blogging Advice

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Social Media

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Social media produces almost 2x the leads of trade shows, cold calling, direct mailing, or PPC. ! Companies that generate over 1,000 Facebook Likes also see around 1,400 website visits a day. ! Women are more likely than men to regularly check out a company’s social media page (48% vs. 43%). ! Around 46% of Internet users rely on social media when making a purchase decision. ! Average number of friends per Facebook user is 141.50

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Are they on Twitter? ! Are they on Facebook? ! Are they on Pinterest? ! Are they on Google Plus? ! Are they on LinkedIn? ! Are they on Yelp? ! Are they on FourSquare? ! Where are they?

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Use tools and research to determine best times and days ! Use tools to automate with a personal touch ! Use hashtags, when appropriate ! Mention your customers, when appropriate ! Tag your customers when appropriate ! Ask your customers before using them publicly ! Add sharing buttons to your blog and/or pages

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Be consistent ! Don’t automatically follow, like, etc. ! Share happy, positive things ! Share content of yours and others ! Listen to your connections ! Ask and answer questions ! Offer advice to potential customers ! Try new things (Vine, Instagram, etc.) ! Use Google Analytics to track social media performance and ROI ! Don’t Like, favorite, retweet, +1 your own posts on social media

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28% of U.S. Internet users between the ages of 18 and 29 use Instagram ! Tell your customers you are on Instagram and they will follow

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Pin your favorite wedding content, articles, photographs. Pin your best work. Tag your clients.

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Inspiring your audience will keep you in the minds of current and potential customers

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Using badges can generate more followers than buttons

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Fine tune your posting strategy until you ﬁnd one that works. Each social channel will be different

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Asking for shares and likes can do better than ads.  Organic posts & shares get better click throughs than ads

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Showing how much sharing has already occurred, can drive more sharing

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One last social tip…

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Please check out Photocrati.com, NextGEN-Gallery.com, & Photographers-SEO.com …and my personal website ScottWyden.com @scottwyden and +ScottWydenKivowitz