The Best Camera Isn't the One With Video

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


PHOTOSHELTER RESEARCH 2010 | 3

American Idol196 million May 2010

125 rating

CSI103 million May 2010

The Cosby Show305 million May 1986

349 rating


PHOTOSHELTER RESEARCH 2010 |

Content consumption is increasing but distribution is more diffuse

4

ALLENrsquoS OBVIOUS TENET 1



The perceived value of content inversely correlates to the ease of

production

5







Viable distribution channels will always be scarce

7

ALLENrsquoS LESS OBVIOUS TENET 3



If Content is KingMarketing is the Boston Celtics

8

ALLENrsquoS OBSCURE TENET 4



I Search Engine OptimizationII Social MediaIII AnalyticsIV BloggingV Conversion

9


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


11

MAD LIB

DECONSTRUCTION

4


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


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


6

magazine editor travel imagewaikiki photo

hawaiipicscombeach photos

imageimage

secondsrelieved


14

THE ONE THAT GOT AWAY

7



Searching for your name and finding your own website isnrsquot SEO

The goal is unsolicited web traffic

15


WHERErsquoS YOUR WEBSITE

When a user searches forndash syracuse multimedia producer

ndash best wedding video nyc

ndash canon 5d video seminar

16


17


GOOGLE PLACES

googlecomlocaladd

18


19


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


WHAT FACTORS AFFECT SEO

Domain30

Links44

On-Page15

Usage13

Source Rand FishkinSEOMozorg



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



On-Page Factors

bull Page Titlesbull Meta Descbull Descriptive

URLbull ALT data

You can do it

23

Domain30

Links44

On-Page15

Usage13


SEO CHECKLIST

bull On-Page Factors (aka Good Content)

24


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


SEO CHECKLIST

bull On-Page Factors

ndash Create unique page titles

ndash Caption amp keyword your images

29


Search Engine and ldquoSEOrdquo to-do list


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


GOOGLE ADWORDSADWORDSGOOGLECOM


SEO CHECKLIST




33


SEO CHECKLIST




bull Build Links

ndash Photograph compelling material

34


35


SHAWN ROCCO CELLULAR OBSCURA

36


ldquoGOODrdquo CONTENT IS VISIBLE TO SEARCH ENGINES

37


SEO CHECKLIST




bull Build Links


ndash Update frequently

38


SEO CHECKLIST




bull Build Links



ndash Anchor text matters

39


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


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




42


INCREASE YOUR ONLINE FOOTPRINT

Should I be on TwitterShould I be on FacebookShould I be on LinkedIn

43

Answer 1

Yes for brand management



44



Donrsquot be the needle in the haystack

Be the haystack

45



The goal of social media for business

bull NOT mindless interaction

bull Itrsquos a conduit to your website points of conversion

46




47

Answer 2

I donrsquot know Test and analyze




48


TRAFFIC SOURCES IN GOOGLE ANALYTICS


VISITS REFERRED BY KEYWORDS


GOOGLE ANALYTICS ldquoINTELLIGENCErdquo REPORTS




52


BLOGGING FOR PHOTOGRAPHERS

Two types of bloggers

bull Those who can amass a large audience

bull Everyone else

53


YOU ARE NOT VINCENT LAFORET

54



55



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




57


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


THE NYT amp YOUTUBE DONrsquoT DEAD END

59


WHAT IF WE ACTED LIKE START-UPS

60

and split tested our content using conversion as the Key Performance Indicator (KPI)



61

and leveraged our community to help with content creation while increasing their loyalty



62

and forced ourselves to have a mission statement for multimedia instead of doing it bc our cameras have video



ALLENrsquoS UNINTELLIGIBLE TENET 5

Multimediarsquos promise is unfulfilledThe vision is a decade oldYou can change that


httpwwwphotosheltercommktresearch


Hello World Irsquom Allen

YouthCollege

Internet

Honolulu HI

Yale University

hotjobscomPhotoSheltercom

0

37

Penthouse




125 rating



349 rating




4





production

5








7





8





9





bull Ordered online

bull Installed it

bull Much happiness

10


2


11

MAD LIB

DECONSTRUCTION

4


12




5




dayshappy


13




6



imageimage

secondsrelieved


14


7





15






16


17


GOOGLE PLACES

googlecomlocaladd

18


19


GOLDEN TRIANGLE




20



Domain30

Links44

On-Page15

Usage13





bull Inbound Links


bull PageRank

bull Anchor Text


22

Domain30

Links44

On-Page15

Usage13



On-Page Factors


URLbull ALT data

You can do it

23

Domain30

Links44

On-Page15

Usage13


SEO CHECKLIST


24















28


SEO CHECKLIST




29








31




SEO CHECKLIST




33


SEO CHECKLIST




bull Build Links


34


35



36



37


SEO CHECKLIST




bull Build Links



38


SEO CHECKLIST




bull Build Links




39


ANCHOR TEXT MATTERS

POORLY OPTIMIZED




OPTIMIZED


40








41




42




43

Answer 1




44




Be the haystack

45






46




47

Answer 2





48










52





bull Everyone else

53



54



55








56




57






58



59



60




61




62











125 rating



349 rating




4





production

5








7





8





9





bull Ordered online

bull Installed it

bull Much happiness

10


2


11

MAD LIB

DECONSTRUCTION

4


12




5




dayshappy


13




6



imageimage

secondsrelieved


14


7





15






16


17


GOOGLE PLACES

googlecomlocaladd

18


19


GOLDEN TRIANGLE




20



Domain30

Links44

On-Page15

Usage13





bull Inbound Links


bull PageRank

bull Anchor Text


22

Domain30

Links44

On-Page15

Usage13



On-Page Factors


URLbull ALT data

You can do it

23

Domain30

Links44

On-Page15

Usage13


SEO CHECKLIST


24















28


SEO CHECKLIST




29








31




SEO CHECKLIST




33


SEO CHECKLIST




bull Build Links


34


35



36



37


SEO CHECKLIST




bull Build Links



38


SEO CHECKLIST




bull Build Links




39


ANCHOR TEXT MATTERS

POORLY OPTIMIZED




OPTIMIZED


40








41




42




43

Answer 1




44




Be the haystack

45






46




47

Answer 2





48










52





bull Everyone else

53



54



55








56




57






58



59



60




61




62











4





production

5








7





8





9





bull Ordered online

bull Installed it

bull Much happiness

10


2


11

MAD LIB

DECONSTRUCTION

4


12




5




dayshappy


13




6



imageimage

secondsrelieved


14


7





15






16


17


GOOGLE PLACES

googlecomlocaladd

18


19


GOLDEN TRIANGLE




20



Domain30

Links44

On-Page15

Usage13





bull Inbound Links


bull PageRank

bull Anchor Text


22

Domain30

Links44

On-Page15

Usage13



On-Page Factors


URLbull ALT data

You can do it

23

Domain30

Links44

On-Page15

Usage13


SEO CHECKLIST


24















28


SEO CHECKLIST




29








31




SEO CHECKLIST




33


SEO CHECKLIST




bull Build Links


34


35



36



37


SEO CHECKLIST




bull Build Links



38


SEO CHECKLIST




bull Build Links




39


ANCHOR TEXT MATTERS

POORLY OPTIMIZED




OPTIMIZED


40








41




42




43

Answer 1




44




Be the haystack

45






46




47

Answer 2





48










52





bull Everyone else

53



54



55








56




57






58



59



60




61




62











production

5








7





8





9





bull Ordered online

bull Installed it

bull Much happiness

10


2


11

MAD LIB

DECONSTRUCTION

4


12




5




dayshappy


13




6



imageimage

secondsrelieved


14


7





15






16


17


GOOGLE PLACES

googlecomlocaladd

18


19


GOLDEN TRIANGLE




20



Domain30

Links44

On-Page15

Usage13





bull Inbound Links


bull PageRank

bull Anchor Text


22

Domain30

Links44

On-Page15

Usage13



On-Page Factors


URLbull ALT data

You can do it

23

Domain30

Links44

On-Page15

Usage13


SEO CHECKLIST


24















28


SEO CHECKLIST




29








31




SEO CHECKLIST




33


SEO CHECKLIST




bull Build Links


34


35



36



37


SEO CHECKLIST




bull Build Links



38


SEO CHECKLIST




bull Build Links




39


ANCHOR TEXT MATTERS

POORLY OPTIMIZED




OPTIMIZED


40








41




42




43

Answer 1




44




Be the haystack

45






46




47

Answer 2





48










52





bull Everyone else

53



54



55








56




57






58



59



60




61




62














7





8





9





bull Ordered online

bull Installed it

bull Much happiness

10


2


11

MAD LIB

DECONSTRUCTION

4


12




5




dayshappy


13




6



imageimage

secondsrelieved


14


7





15






16


17


GOOGLE PLACES

googlecomlocaladd

18


19


GOLDEN TRIANGLE




20



Domain30

Links44

On-Page15

Usage13





bull Inbound Links


bull PageRank

bull Anchor Text


22

Domain30

Links44

On-Page15

Usage13



On-Page Factors


URLbull ALT data

You can do it

23

Domain30

Links44

On-Page15

Usage13


SEO CHECKLIST


24















28


SEO CHECKLIST




29








31




SEO CHECKLIST




33


SEO CHECKLIST




bull Build Links


34


35



36



37


SEO CHECKLIST




bull Build Links



38


SEO CHECKLIST




bull Build Links




39


ANCHOR TEXT MATTERS

POORLY OPTIMIZED




OPTIMIZED


40








41




42




43

Answer 1




44




Be the haystack

45






46




47

Answer 2





48










52





bull Everyone else

53



54



55








56




57






58



59



60




61




62











8





9





bull Ordered online

bull Installed it

bull Much happiness

10


2


11

MAD LIB

DECONSTRUCTION

4


12




5




dayshappy


13




6



imageimage

secondsrelieved


14


7





15






16


17


GOOGLE PLACES

googlecomlocaladd

18


19


GOLDEN TRIANGLE




20



Domain30

Links44

On-Page15

Usage13





bull Inbound Links


bull PageRank

bull Anchor Text


22

Domain30

Links44

On-Page15

Usage13



On-Page Factors


URLbull ALT data

You can do it

23

Domain30

Links44

On-Page15

Usage13


SEO CHECKLIST


24















28


SEO CHECKLIST




29








31




SEO CHECKLIST




33


SEO CHECKLIST




bull Build Links


34


35



36



37


SEO CHECKLIST




bull Build Links



38


SEO CHECKLIST




bull Build Links




39


ANCHOR TEXT MATTERS

POORLY OPTIMIZED




OPTIMIZED


40








41




42




43

Answer 1




44




Be the haystack

45






46




47

Answer 2





48










52





bull Everyone else

53



54



55








56




57






58



59



60




61




62











9





bull Ordered online

bull Installed it

bull Much happiness

10


2


11

MAD LIB

DECONSTRUCTION

4


12




5




dayshappy


13




6



imageimage

secondsrelieved


14


7





15






16


17


GOOGLE PLACES

googlecomlocaladd

18


19


GOLDEN TRIANGLE




20



Domain30

Links44

On-Page15

Usage13





bull Inbound Links


bull PageRank

bull Anchor Text


22

Domain30

Links44

On-Page15

Usage13



On-Page Factors


URLbull ALT data

You can do it

23

Domain30

Links44

On-Page15

Usage13


SEO CHECKLIST


24















28


SEO CHECKLIST




29








31




SEO CHECKLIST




33


SEO CHECKLIST




bull Build Links


34


35



36



37


SEO CHECKLIST




bull Build Links



38


SEO CHECKLIST




bull Build Links




39


ANCHOR TEXT MATTERS

POORLY OPTIMIZED




OPTIMIZED


40








41




42




43

Answer 1




44




Be the haystack

45






46




47

Answer 2





48










52





bull Everyone else

53



54



55








56




57






58



59



60




61




62












bull Ordered online

bull Installed it

bull Much happiness

10


2


11

MAD LIB

DECONSTRUCTION

4


12




5




dayshappy


13




6



imageimage

secondsrelieved


14


7





15






16


17


GOOGLE PLACES

googlecomlocaladd

18


19


GOLDEN TRIANGLE




20



Domain30

Links44

On-Page15

Usage13





bull Inbound Links


bull PageRank

bull Anchor Text


22

Domain30

Links44

On-Page15

Usage13



On-Page Factors


URLbull ALT data

You can do it

23

Domain30

Links44

On-Page15

Usage13


SEO CHECKLIST


24















28


SEO CHECKLIST




29








31




SEO CHECKLIST




33


SEO CHECKLIST




bull Build Links


34


35



36



37


SEO CHECKLIST




bull Build Links



38


SEO CHECKLIST




bull Build Links




39


ANCHOR TEXT MATTERS

POORLY OPTIMIZED




OPTIMIZED


40








41




42




43

Answer 1




44




Be the haystack

45






46




47

Answer 2





48










52





bull Everyone else

53



54



55








56




57






58



59



60




61




62









11

MAD LIB

DECONSTRUCTION

4


12




5




dayshappy


13




6



imageimage

secondsrelieved


14


7





15






16


17


GOOGLE PLACES

googlecomlocaladd

18


19


GOLDEN TRIANGLE




20



Domain30

Links44

On-Page15

Usage13





bull Inbound Links


bull PageRank

bull Anchor Text


22

Domain30

Links44

On-Page15

Usage13



On-Page Factors


URLbull ALT data

You can do it

23

Domain30

Links44

On-Page15

Usage13


SEO CHECKLIST


24















28


SEO CHECKLIST




29








31




SEO CHECKLIST




33


SEO CHECKLIST




bull Build Links


34


35



36



37


SEO CHECKLIST




bull Build Links



38


SEO CHECKLIST




bull Build Links




39


ANCHOR TEXT MATTERS

POORLY OPTIMIZED




OPTIMIZED


40








41




42




43

Answer 1




44




Be the haystack

45






46




47

Answer 2





48










52





bull Everyone else

53



54



55








56




57






58



59



60




61




62









12




5




dayshappy


13




6



imageimage

secondsrelieved


14


7





15






16


17


GOOGLE PLACES

googlecomlocaladd

18


19


GOLDEN TRIANGLE




20



Domain30

Links44

On-Page15

Usage13





bull Inbound Links


bull PageRank

bull Anchor Text


22

Domain30

Links44

On-Page15

Usage13



On-Page Factors


URLbull ALT data

You can do it

23

Domain30

Links44

On-Page15

Usage13


SEO CHECKLIST


24















28


SEO CHECKLIST




29








31




SEO CHECKLIST




33


SEO CHECKLIST




bull Build Links


34


35



36



37


SEO CHECKLIST




bull Build Links



38


SEO CHECKLIST




bull Build Links




39


ANCHOR TEXT MATTERS

POORLY OPTIMIZED




OPTIMIZED


40








41




42




43

Answer 1




44




Be the haystack

45






46




47

Answer 2





48










52





bull Everyone else

53



54



55








56




57






58



59



60




61




62









13




6



imageimage

secondsrelieved


14


7





15






16


17


GOOGLE PLACES

googlecomlocaladd

18


19


GOLDEN TRIANGLE




20



Domain30

Links44

On-Page15

Usage13





bull Inbound Links


bull PageRank

bull Anchor Text


22

Domain30

Links44

On-Page15

Usage13



On-Page Factors


URLbull ALT data

You can do it

23

Domain30

Links44

On-Page15

Usage13


SEO CHECKLIST


24















28


SEO CHECKLIST




29








31




SEO CHECKLIST




33


SEO CHECKLIST




bull Build Links


34


35



36



37


SEO CHECKLIST




bull Build Links



38


SEO CHECKLIST




bull Build Links




39


ANCHOR TEXT MATTERS

POORLY OPTIMIZED




OPTIMIZED


40








41




42




43

Answer 1




44




Be the haystack

45






46




47

Answer 2





48










52





bull Everyone else

53



54



55








56




57






58



59



60




61




62









14


7





15






16


17


GOOGLE PLACES

googlecomlocaladd

18


19


GOLDEN TRIANGLE




20



Domain30

Links44

On-Page15

Usage13





bull Inbound Links


bull PageRank

bull Anchor Text


22

Domain30

Links44

On-Page15

Usage13



On-Page Factors


URLbull ALT data

You can do it

23

Domain30

Links44

On-Page15

Usage13


SEO CHECKLIST


24















28


SEO CHECKLIST




29








31




SEO CHECKLIST




33


SEO CHECKLIST




bull Build Links


34


35



36



37


SEO CHECKLIST




bull Build Links



38


SEO CHECKLIST




bull Build Links




39


ANCHOR TEXT MATTERS

POORLY OPTIMIZED




OPTIMIZED


40








41




42




43

Answer 1




44




Be the haystack

45






46




47

Answer 2





48










52





bull Everyone else

53



54



55








56




57






58



59



60




61




62












15






16


17


GOOGLE PLACES

googlecomlocaladd

18


19


GOLDEN TRIANGLE




20



Domain30

Links44

On-Page15

Usage13





bull Inbound Links


bull PageRank

bull Anchor Text


22

Domain30

Links44

On-Page15

Usage13



On-Page Factors


URLbull ALT data

You can do it

23

Domain30

Links44

On-Page15

Usage13


SEO CHECKLIST


24















28


SEO CHECKLIST




29








31




SEO CHECKLIST




33


SEO CHECKLIST




bull Build Links


34


35



36



37


SEO CHECKLIST




bull Build Links



38


SEO CHECKLIST




bull Build Links




39


ANCHOR TEXT MATTERS

POORLY OPTIMIZED




OPTIMIZED


40








41




42




43

Answer 1




44




Be the haystack

45






46




47

Answer 2





48










52





bull Everyone else

53



54



55








56




57






58



59



60




61




62













16


17


GOOGLE PLACES

googlecomlocaladd

18


19


GOLDEN TRIANGLE




20



Domain30

Links44

On-Page15

Usage13





bull Inbound Links


bull PageRank

bull Anchor Text


22

Domain30

Links44

On-Page15

Usage13



On-Page Factors


URLbull ALT data

You can do it

23

Domain30

Links44

On-Page15

Usage13


SEO CHECKLIST


24















28


SEO CHECKLIST




29








31




SEO CHECKLIST




33


SEO CHECKLIST




bull Build Links


34


35



36



37


SEO CHECKLIST




bull Build Links



38


SEO CHECKLIST




bull Build Links




39


ANCHOR TEXT MATTERS

POORLY OPTIMIZED




OPTIMIZED


40








41




42




43

Answer 1




44




Be the haystack

45






46




47

Answer 2





48










52





bull Everyone else

53



54



55








56




57






58



59



60




61




62









17


GOOGLE PLACES

googlecomlocaladd

18


19


GOLDEN TRIANGLE




20



Domain30

Links44

On-Page15

Usage13





bull Inbound Links


bull PageRank

bull Anchor Text


22

Domain30

Links44

On-Page15

Usage13



On-Page Factors


URLbull ALT data

You can do it

23

Domain30

Links44

On-Page15

Usage13


SEO CHECKLIST


24















28


SEO CHECKLIST




29








31




SEO CHECKLIST




33


SEO CHECKLIST




bull Build Links


34


35



36



37


SEO CHECKLIST




bull Build Links



38


SEO CHECKLIST




bull Build Links




39


ANCHOR TEXT MATTERS

POORLY OPTIMIZED




OPTIMIZED


40








41




42




43

Answer 1




44




Be the haystack

45






46




47

Answer 2





48










52





bull Everyone else

53



54



55








56




57






58



59



60




61




62









GOOGLE PLACES

googlecomlocaladd

18


19


GOLDEN TRIANGLE




20



Domain30

Links44

On-Page15

Usage13





bull Inbound Links


bull PageRank

bull Anchor Text


22

Domain30

Links44

On-Page15

Usage13



On-Page Factors


URLbull ALT data

You can do it

23

Domain30

Links44

On-Page15

Usage13


SEO CHECKLIST


24















28


SEO CHECKLIST




29








31




SEO CHECKLIST




33


SEO CHECKLIST




bull Build Links


34


35



36



37


SEO CHECKLIST




bull Build Links



38


SEO CHECKLIST




bull Build Links




39


ANCHOR TEXT MATTERS

POORLY OPTIMIZED




OPTIMIZED


40








41




42




43

Answer 1




44




Be the haystack

45






46




47

Answer 2





48










52





bull Everyone else

53



54



55








56




57






58



59



60




61




62









19


GOLDEN TRIANGLE




20



Domain30

Links44

On-Page15

Usage13





bull Inbound Links


bull PageRank

bull Anchor Text


22

Domain30

Links44

On-Page15

Usage13



On-Page Factors


URLbull ALT data

You can do it

23

Domain30

Links44

On-Page15

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ANCHOR TEXT MATTERS

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bull Inbound Links


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SEO CHECKLIST




bull Build Links


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SEO CHECKLIST




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ANCHOR TEXT MATTERS

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SEO CHECKLIST




bull Build Links


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SEO CHECKLIST




bull Build Links




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ANCHOR TEXT MATTERS

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Answer 1




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Answer 2





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SEO CHECKLIST




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SEO CHECKLIST




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ANCHOR TEXT MATTERS

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The Best Camera Isn't the One With Video

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Transcript of The Best Camera Isn't the One With Video