click, tweet, repeat for aspp - april 2010

CLICK TWEETREPEAT

1

Why taking good pictures isnrsquot enough to succeed in the 21st century

Thursday April 22 2010

PHOTOSHELTER RESEARCH 2010 |

ldquoIrsquom not technicalIrsquom just a photographerrdquo

2

f28 at 11250s at ISO400

Rim lights are at a 1125 ratio to the key light with a 14 CTO gel

Thursday April 22 2010

PHOTOSHELTER RESEARCH 2010 |

Reinvention WeekendThe Internet isnrsquot scary technology

Itrsquos an incredible marketing tool

3

Thursday April 22 2010

bull Googled ldquotoilet seatsrdquo

bull Clicked Kohlercom

bull Found a ldquoquiet closerdquo seat

bull Ordered online

bull Installed it

bull Much happiness

4

THERE ONCE WAS A MAN

2

Thursday April 22 2010

5

MAD LIB

DECONSTRUCTION

4

Thursday April 22 2010

6

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

Thursday April 22 2010

7

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

Thursday April 22 2010

8

THE ONE THAT GOT AWAY

7

Thursday April 22 2010

PHOTOSHELTER RESEARCH 2010 |

Searching for your name and finding your own website isnrsquot SEO

The goal is unsolicited web traffic

9

Thursday April 22 2010

WHERErsquoS YOUR WEBSITE

When a user searches forndash beacon hill wedding photographer

ndash south station stock photo

ndash commercial photographers boston

ndash cambridge photo editor

10

Thursday April 22 2010

11

Thursday April 22 2010

12

Thursday April 22 2010

googlecomlocaladd

13

Thursday April 22 2010

14

Thursday April 22 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

15

Thursday April 22 2010

WHAT FACTORS AFFECT SEO

Domain30

Links44

On-Page15

Usage13

Source Rand FishkinSEOMozorg

Thursday April 22 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

17

Domain30

Links44

On-Page15

Usage13

Thursday April 22 2010

WHAT FACTORS AFFECT SEO

On-Page Factors

bull Page Titlesbull Meta Descbull Descriptive

URLbull ALT data

You can do it

18

Domain30

Links44

On-Page15

Usage13

Thursday April 22 2010

SEO CHECKLIST

bull On-Page Factors

ndash Create unique page titles

19

Thursday April 22 2010

ON-PAGE TITLE amp META DESCRIPTION

Thursday April 22 2010

ON-PAGE TITLE amp META DESCRIPTION

Thursday April 22 2010

ON-PAGE TITLE amp META DESCRIPTION

Thursday April 22 2010

ON-PAGE TITLE amp META DESCRIPTION

Thursday April 22 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

24

Thursday April 22 2010

SEO CHECKLIST

bull On-Page Factors

ndash Create unique page titles

ndash Caption amp keyword your images

25

Thursday April 22 2010

Search Engine and ldquoSEOrdquo to-do list

Thursday April 22 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

27

Thursday April 22 2010

GOOGLE ADWORDSADWORDSGOOGLECOM

Thursday April 22 2010

SEO CHECKLIST

bull On-Page Factors

ndash Create unique page titles

ndash Caption amp keyword your images

ndash Use the ALT attribute in your IMG tag

29

Thursday April 22 2010

ON-PAGE ALT ATTRIBUTE

30

Thursday April 22 2010

ON-PAGE ALT ATTRIBUTE

31

Thursday April 22 2010

ON-PAGE ALT ATTRIBUTE

32

Thursday April 22 2010

SEO CHECKLIST

bull On-Page Factors

ndash Create unique page titles

ndash Caption amp keyword your images

ndash Use the ALT attribute in your IMG tag

ndash Avoid FLASH

33

Thursday April 22 2010

BEWARE OF FLASH WEBSITES

34

Thursday April 22 2010

ldquoMost SEO experts would recommend not using Flashrdquo

ldquoFlash pages attract far fewer links than their HTML brethrenrdquo

ndash Rand Fishkin SEOMoz

35

Thursday April 22 2010