Search: New Frontiers in Paid and Organic Search

Getty Images: Our Focus for 2012

Rhonda Hanson

Director, Search Engine Marketing

About Getty Images• We are the leading provider of digital media worldwide, creating and

distributing a range of assets – stock imagery and video, editorial imagery and footage, original music and multimedia – that help communicators around the globe tell their stories.

• The categories we target are creative professionals (advertising/ graphic design), corporate (in-house design, marketing and communication departments) and media provide (news, entertainment, publishing).

97659249, David Trood/Stone+

About Getty Images

Our SEM Goals

• Grow Revenue & New Customer Count• Paid Search

– 50+ Markets, 20+ Languages– Compete but not against ourselves– Better adcopy, better landing pages

• Organic Search– Get content indexed– Get those pages ranked– Image search (‘cuz we sell pictures)

• 10 Brands, Globally

88558188, Colorful High Speed Photographs/Flickr

12 Month Retrospect

• Panda

• Sitemap Protocol Change

• Social Signals

• Query Data Blocked

• Over Optimization

• Quality Score – Landing Pages

• Google Instant102818491, Ben Hallam/Flickr Select

Panda

HJ4261-001, Berty Hardy/Hulton Archive

Articles• Why Google Panda Is More A Ranking Factor Than Algorithm Update by Danny Sullivan• One Year Later: How Google Panda Changed Our Business by Matt Moog• Google Algorithm Change History by SEOmoz

Sitemap Protocol Change

Social Signals

Secure Search: Query Blocking• Oct-2011, Making search more secure• Hide referring query data for organic search• People who are logged in, only• Long tail strategy

107366586, Josep Fonti / Flickr Select

Quality Score & Landing Pages• Oct-2011, Duh! I think we saw this coming• Commentary

• Google Tweaks AdWords To Give Landing Page Quality More Weight by Pamela Parker

Date Cost25-Sep 688$

2-Oct 585$ 9-Oct 610$

16-Oct 681$ 23-Oct 652$ 30-Oct 705$ 6-Nov 2,109$

13-Nov 3,181$ 20-Nov 4,897$ 27-Nov 6,626$

4-Dec 12,038$

GRRR

Over Optimization• SWSX Announcement – Mar 2012• Interview and Transcript:

• Too Much SEO? Google’s Working On An “Over-Optimization” Penalty For That by Barry Schwartz

• Matt Says:• Keyword Density, too many seo keywords• Bad usability, “junky or spammy”• No follow is fine• No penalties??

141605162, Daniel BoczarskiGetty Images Entertainment

Google Instant

135467969, JanneO/Flickr Select

Our 2012 Focus

• Grow Revenue & New Customer Count• Paid Search

– Grow emerging markets, Yandex, Baidu, Naver– Take advantage of Google advertising betas (sorry, can’t share)– Dynamic landing pages– Google Display Network – Youtube– EU legislation regarding cookies– Mobile

• Organic Search– Crawl-able faceted search– Improve content on detail pages– Linking building for international sites

Rhonda Hanson

Director, Search Engine Marketing

Getty Images

rhonda.hanson@gettyimages.com

@rhanson27