Pei Ketron (@pketron) is a San Francisco-based photographer and educator…
I happen to be quite passionate about Search Engine Optimization, but it wasn’t always this way.
Around 2007, I was introduced to HubSpot, which is a great marketing tool for small to medium-sized businesses. They were trying to explain SEO to me and they said “What words or phrases are your potential customers searching for to find you?” I had no idea what this consultant was talking about. “Um, I dunno, ‘PhotoShelter’?”
I didn’t get at the time that people were searching for non-brand terms – something like “photography websites” because they were searching for an answer to a question. Of course, nowadays, we search for everything. I can’t imagine a day where I was online and I didn’t search for something; search is ubiquitous in the information age. Once I made that conceptual leap, however, and connected the dots with website analytics, I was able to see how effective SEO was in driving traffic to the website and bringing up new customers. The next leap was to study specifically how SEO can help photographers and photography websites. Now, with access to thousands of photographers’ Google Analytics, there is no longer any ambiguity – SEO is a proven, powerful online marketing channel that can attract highly qualified potential clients and help grow a photography business.
We published our first SEO for Photographers guide in 2009, and had a follow-on in 2010. And although many of the basic concepts haven’t changed, the rise of social media has altered the search landscape, and Google’s frequent algorithm updates have both improved the quality of search results yet also punished some innocent bystanders.
So we’re happy to announce a brand new version of our “SEO for Photographers” Workbook, plus a Bootcamp – 4 weeks of emails delivered to you with valuable information and videos to help guide you through the subtleties of SEO.
Inside the Workbook, you’ll find a comprehensive look at the factors that influence SEO and how you can improve your website to improve your search engine rankings. It’s a step-by-step guide designed to give photographers all the information they need to make smart decisions about their website content and take action on tactics that will help drive more potential clients from the major search engines.
The Bootcamp is a nice bonus we created to extend the conversation and provide more insights – each weekly email contains one more video and two more articles with topics you’ll find helpful as you focus on optimizing your own photography website. The Bootcamp includes:
Week 1: Interpreting SEO Metrics for Success
Week 2: The Simple Explanation of How Google Ranks Websites
Week 3: Proven Tactics to Beat the Competition
Week 4: Tracking Your Progress to Get More Business