The Photographer's Guide to SEO and Online Marketing

Lesson 19 of 24

SEO: Application

 

The Photographer's Guide to SEO and Online Marketing

Lesson 19 of 24

SEO: Application

 

Lesson Info

SEO: Application

Before we even get into the posts and everything like that, you have to know what keywords to put in there in the first place so let's talk about what key words to use and this part is going to take a little bit of, in my opinion, common sense there are many ways how you can get keyword like statistics and like adwords keywords planner I mean but those records such large volumes of keyboards you probably won't be competing for those such as wedding photography globally, you know that's not what I want, so I'm going to try to go break it down under each and every craft out there fermina saying there's wedding family baby glamour, senior food, commercial nature if I might missing anybody help et I guess I'm gonna get there if there's any other craft than missing internet I knowyou ford's pretty consistent but you know, let me know in the chat room but for when it comes to a photography what key words do you think a bride or groom might search for? And even though you're not a way fit off...

er feel free to chime in I'd like to you because I won't be here I need you guys to be ready on your own leader on I think they would search for the venue so they may say name of a new wedding photography thing that's one option yes definitely that's it okay, well I was thinking location teo yeah, they always search like seattle wedding photography or wherever they're going to be so I'm glad you brought it up so right now we're basing it on two different locations so location craft so seattle way photography or whatever location you are and or venue location now there are some nuances and I'm using way photography reverse because waiting for toffee is the most complicated there are multiple versions of key words when it comes to pet it simply city and pet photography when it comes to boudoir it's simply city and boudoir photography I'm not really aside from the content keywords I'm talking about boudoir is a difficult word for people to understand and pronounce and so they're not necessarily searching for boudoir glamour yeah intimate new, tasteful nude it's it's a little it's actually kind of hard to figure out what they're googling okay, so we'll talk about that through in the next slide but I want to focus on wedding first because wedding is quite complicated for the most part it is exactly what you said strategically, it is location and craft and for those wedding photographers out there, I'd suggest you write everything down the next few minutes when it comes to venues and craft, it works in a way because if you think about bride wars or even if you're getting married yourself you're not going to look author out seattle for photographer you must the booking order of things is you find general ada location and or event designer first then he says you find the venue, then you find your vent designer the next thing you find will be your photographer and in the rest of just sort coming along the way so harris stylists makeup food than their cake it's all under photography generate a third after designer and coordinator and then you so you need a venue first because you want inspiration so I don't I'm just gonna use ritz carlton because it's a common name so ritz carlton or mandarin oriental? What if a toffee but is a problem now because they're on lee it is only a problem when there are multiple versions of that same franchise, so you can see marriott or holiday inn or you know hilton or mandatory until it just like that because this man there are rental miami m o new york you know m o there's many places his vice for angela and vice roy santa monica vice were in multiple places, so if it's a franchise that has multiple locations, you must include venue plus location plus craft, so keep that in mind now when it comes to wedding photography, do city names work? Is it worthwhile to be ranked orange county wedding photographer yes and no but for the most part, if you lived in orange county are you really going to look up orange county winning photographer maybe maybe not you know but most of time you can look up the venue first again so while it's nice to have the bragging rights to be for the cia name my opinion it's more you got to get higher conversion based on the venue because that that point the bride is pretty much ready to commit to the next step when you looking globally it's sort of still very I'm not sure yet still moving around now there is one part there is one time where city name is important it's for destination locations so let's use paris as an example a bride like for myself even I don't know any parisian hotels out there so I cannot say in the hotel plus craft I just type in paris wedding photography or falls and then I get my inspiration from there and then work around it so that's where you have that's the only exception where you city for sure it's when using destination locations so hong kong to make a you know porter vehicle you can use the whole country you know aruba is not like very big tiny so that's when you use the whole country and that's when you have to use your common sense ask so next one would be family portrait any idea what that might be? Yes. Okay so it's basically same as pet it's not it's not very difficult but the same time because it's limited in terms of key words you have to compete extra hard for to be right on that one keyword whatever city plus family photographer when it comes to baby pet you know glamour now when it comes to glamour as julian meant pointed out it does there are different shades of glamour so intimate portrait you know, new sexy poor chits and things of that sort senior photography again most like a city and craft commercial and nature and food these are all a little bit different because you have to be able to connect more based on editorial basis unless your audience members are regular viewers but for the most part when you tell more commercial work you're trying deal with commercial editors and that's a whole different story seo's importance but social media might be even more important getting onto five hundred pixels or other sites that are authorities sites that will feature you so make sure you have understand all of it now these are what I consider the tier one key wars the very important key words but the tier two r the descriptive words the adjectives that describe the different types of aspect of the photography so for example dog pet photographer is a very vague term but there's also dog cats kitten and dog I mean kitten and puppy now if we were to throw in a third key word specific breeds cordis labrador you know retrievers uh french bulldogs now that becomes a whole difference aspect do you have that? The whole spectrum of breeds now that you can optimize for wedding for toffee does not have the same thing it's just right unless you're talking about same sex, same gender, lgbt marriages and that's a whole different story then you cannot the mice with that which I actually did optimize for alexis hotel because it's an lgbt one so if you look at the code I pushed for same sex there when it comes teo glamour and boudoir it's a lot of the key words like you mentioned earlier sexy new, um intimate portrait's things of that sort so keep all of these key words in mind there's a tier one because remember, a title only has sixty characters even though that sounds like a lot it's actually not that that is only about five words if you think about it, just put in with spaces five six words you're at the limit already so you have to choose carefully which key words to put it now if you don't know what to put in this also pushes into what types of content to produce here are some ways how you can get ideas very quickly as using google instant have you ever went on google and to start typing and then it start fills it out for you? That predictor tool is called google instant so cool puppy and put space all the magically uring know what to make content for it tells you so you can also say alexis hotel wedding space and see whatever comes up first is has higher priority which means that most people searched that the most so that's how you know very easy so don't rack your brain you know too much if it's goingto hurt it so here's another one right now it's cool puppy space then I put a then it comes with accessories I don't even know what this shade cloth is if someone could explain it I I don't know you don't window okay I have no idea to you put in b you have breeds boy names, beds, backgrounds you put in c collars close coats creates you game saying when it comes to running out of content you're never went out content just keep shooting a dog and post something like this for there so this is when it comes to the whole idea of contents tragic keywords problem solved and my correct google instant does it for you another way how you khun find out what key words are being used is using the related keyword search so whenever you type in something usually at the bottom there are related keywords so you're shaking your head because you guys got it it's usually above the number skating on the next page so in this example I used wedding for the booth props and at the bottom there are funny for the booth props waiting for the booth props templates principal d I y ideas free principal vector so victor those design that don't use um pixels unlimited ideas another way you can do so is used adwords tool and I as much as I say you can use this I dont really suggest it as a viable resource because adwords is talking about on a global scale massive amount of volume for these search terms so the likelihood it's going monitor how many people search specifically a lexus hotel way photography is probably in there so it's not going to show any result because it's too specific of a keyword or what they call a long tail keywords which means that a lot it's a long tale so a lot of words in there so only if it's only useful if you're a big company and you're trying to target global keywords such as wedding dresses naeem khan very weighing sure but that's more like for the not level not for individual photography level but I just putting it out there so in case you are not and you're watching this, you're welcome to use this idea so quite a few people, including jen vasquez photo, big bash, photo and deep he wanted to know about the photographer versus photography thing I know we touched on it, but this is a question that a lot of people are having. What do you think? First off, use your common sense and that's how I would do it, too. If I were to look up paris, I would say what's a provision photographer, then I would use the towel afrezza keyword, but doesn't mean that it would exclude out photography, because if we were to look, okay, I can't go into google, so internet, I just want to warn you because when I go into google and start searching, if certain photos come up and they're not my copyright, which is why I've been blurring everything else, I can't show you, but if you go on google and you type in, say something, something wedding photographer, the word photography would also be bolted as well. Have you ever experienced that? Because they're such a knowledge ist words that it's okay it's it. It still has weight, but not as much as if it's specifically the key where that was searched, if that makes sense, so if a toffee isn't very safe for photographer is also a very safe word. But it's not going to have a smudge presidents had been the very key word that was searched. So in that case, I think about what your target audience would be looking up. Okay, also, quite a few questions with regards to language was different languages international audience here, see, alma cat said, hi, I'm from the ukraine is languages language matter for theo if you speak english and a differently, which should you have? Uh, masha asked if you should create the same site in different languages, if that would help your ceo? Or do you have any like knowledge about the different language situation? I don't have extensive knowledge, but I have worked with some companies that had to do that, and it does come up in different search results. So yes, I do so translate it and that's. Why? Sometimes, you know, the built in good witch translator is freaking transited. Sight helps out tio, but for the most part, as an individual person to have to translate everything. It's a lot of difficulty. But I do think if you have the time and the resources to do so, I think it is very worthwhile. Okay? Also a lot of people asking about changing their domain name. And how that affects their ceo so suzanne oh said I've had a website for eight years but my domain name expired and does this mean I have lost my ranking? I asked because I was thinking of going with the new business name and abandoning my old site do you think that's advisable? It really depends on her preference for me like if you're asking me what I would dio I would keep that old eight year old website because that is very powerful that's a valuable resource were there a lot of people would be so happy to have your website which is why when you go by websites they would actually write down this website is ten years old been hosted you know it's actually a feature people using selling websites so you want to make sure of that and what I would do is just keep that website change out the content if you need teo, make it big, make it into an industry website and then brand your new one with a new website with the pr zero but keep your eight year old website because even if it's a three or something factory could outrank a five simply because of the age okay, because eight years is a lot that is all right I just want to remind everybody that we during this segment we've kind of gone over an overview of all of things that affect your ceo and after the break, we're going to be getting into the real nitty gritty in the details, so you guys have a ton of questions we so appreciate you asking them all, and hopefully a lot of those will get after answered in the next segment. So just be patient with us think we have one final question in the studio audience. I did have a quick question I hired someone to do some link building for me, and I'm no longer doing that, and I'm wondering if there's a way to see the links that have already been linked to your website. Yes, but gently speaking, when you're ok that when you're paying for links, it generally is for monthly basis or annual basis. The moment you stop paying its story like an ad, the links go away so you may not be there anymore the only way I can check where links air coming in from now google analytics, which I was going to do a full on demonstration, but I've decided against it because and you should go still explore it. Click on the links it's not like rocket science raining, and you can figure it out. They're doing a lot of things to remove t word search, so you cannot even tell when you're trying to say is not provided sick if you go on there has a parentheses not provided and it's the bulk of your search results but that's what their people are finding through searches in terms of your what people are linking to you that's where you use web master tools and that I will mention that later on this slide as well but what massa tools allows you to see some key words are being searched for as well as all links going to your site you can actually exported as, um an excel sheet torrent xml she and you can see every single link has ever been linked to you or currently linked to you and some people might have fifty but it could be fifty strong wings or in some people's cases you know it could be over a million, so you have to be willing tio cold through all that in order to find out which is working which is not is there a weight like if you're linked to a bad website is their way toe unlinked yourself? There is actually through what master tools as well, but again I wouldn't worry too much about that because I could technically create bad website for the viruses and bad content and link it to my competitors go go smart not to know that I am obviously up tio you know evil intents so before you know we break off, I know that it's still loud talking, and I promise you that internet. I will start typing very soon in the next section, and you'll see breakdowns of everything. Step by step and have a full on checklist. But before you go during lunch, please find out your page. Mick, let me know thing the chat room, as well as three of your competitors. I'd like to really know.

Class Description


In today’s competitive photography market, taking amazing photos is only half of your business — savvy online marketing skills are essential, too. Join Lawrence Chan for an exploration of the marketing skills every photographer needs to thrive and survive.

During this course, you’ll learn how to create a marketing plan that’s so well-suited to your clients that upselling comes easily. Focusing on a combination of social media, word-of-mouth marketing and search engine optimization (SEO), you’ll develop strategies to attract the right client at the right time. You’ll explore planning and sharing blog content that will attract and motivate your target client base. You’ll also crack the Google code and learn how to use SEO as a networking tool.

Whether you’re a new photographer attracting your first paying clients or a well-established photography studio, this course will help you grow your network, re-energize your marketing strategies, and take your profits to new levels. 

Reviews

Daniel
 

Lawrence has done a great job in trying to simplify SEO and marketing in such a short course. He's obviously a clever and well clued up guy, and he comes across well if a little nervous and bumbling at times. The course itself felt quite fragmented over the first day. At times I almost felt like we were going through a business studies book, but in a disjointed way not knowing what direction we'd go next. Having said that the course is worth watching as there are a few nuggets of gold in there and it's a great general overview of both marketing and SEO which is an incredibly deep topic. There were a few questionable area for me over both days, but I've studied SEO reasonably well, for example he told a viewer to keep her old site and not move to a new domain as she'd lose all page rank. In actual fact the lady could quite easily move from one domain to another, and using a 301 permanent redirect she could transfer between 90-99% of her old pages link juice (ranking power). I understand going through deeper areas like this might have put fear in some people, but I think a few areas could have been better presented or explained. Would I recommend this course, yes I would. Although I saw faults in it, the amount of information on offer is pretty extensive and will help most photographers who run their own websites. SEO can go so much further than has been explained here, but for most small businesses this will be a great starting block to getting your business out there and ranking higher than you ever did before! Note to all: Anyone using wordpress please make sure you get it hosted on a decent host. After hosting my wordpress site on bluehost, and getting incredibly slow load times, I researched extensively to find out that the host plays a really important part in this area and going cheap isn't a great option. If your pages load slow you run the risk of losing a lot of potential customers and hits, so do yourself a favour and pay a little more for a decent host.

a Creativelive Student
 

I have been looking for a course like this to learn more about Online Marketing and SEO and randomly came across this course playing live. I usually decide within the first 5 minutes whether I want to continue learning, and Lawrence Chan definitely had me hooked. I wanted to continue watching his engaging presentation and listen to what he had to say. His quirky and nervous disposition was handled well as he broke into a smile or laughter from time to time, which made him funny yet relatable. Like everyone else, I was impressed by his thorough knowledge of Online Marketing and liked the examples he gave as he progressed with the course. Hopefully Lawrence Chan can be featured in Creative Live again!

Corrie W
 

Brilliant ! Great content, well organized, practicable, understandable. I felt like I had a good handle on SEO and really thought I’d be getting a refresher. I am amazed at the new things I learned. Great resource that I’ll go back to often. Well done!