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      Introduction

      If you’ve followed me on Twitter or Facebook for a while, you might know that I’m a major proponent of Search Engine Optimization being a major part of the typical marketing strategy for photographers. It’s also grown into a consulting business where I help photographers and companies improve their visibility in search engines.

      Organic traffic from Google is how I book well over half of my weddings at home in Portland and in places like Big Sur and Yosemite. While SEO can get extremely technical, it doesn’t have to be. Over the past 5 years of teaching these strategies, I’ve found ways to simplify the most important aspects into digestible and actionable techniques. If you’re new to SEO, or don’t even have a clue what that is.. let’s get you started on your journey.

      To join the discussion, check out my Facebook Group.  If you’d like to master SEO, take a look at the SEO for Photographers Course that I created with Corey Potter from Fuel Your Photos.

      Google Search Console

      google search console

      Before we start, I need to to go to Google Search Console and verify your website. This verification has to happen before you can start collecting search data straight from google. It will tell you if you have errors or issues with your site, what your organic traffic is, what pages searchers are visiting, what queries they’re using to find those pages, and more. It’s one of the most important tools in your SEO toolbox.

      What is SEO?

      Simple answer: The art and science of optimizing websites for organic traffic from search engines.

      A bit more nuance
      : 
SEOs must now have to optimize for users AND search engines. Covering a broad spectrum of disciplines, from technical optimization to content, content marketing, conversion optimization, user experience, and taxonomy. 

On top of that, Organic Traffic isn’t (and shouldn’t be) exclusive to get from Google, but also Youtube, Bing, and other platforms.

      History of SEO

      This story probably isn’t starting off quite how you expected, but the band in the photograph below is Jefferson Starship. In 1995, the built a fancy new website. Their manager was excited to show it off to a venue promoter.. but when they searched for it on a search engine.. they didn’t appear until page 4 or 5. The manager furiously called the website builder and asked them what was going on!

      jefferson starship history of SEO

      The web guy was quickly able to figure out that how many times a keyword appeared on a page greatly influenced the rankings of the search engine. His strategy to improve rankings was quite simple, tiny black text on a black background that repeated the bands name. The band’s rankings skyrocketed and SEO was born.

      Search engines have grown much more complex and this type of tactic wouldn’t work in 2020, but it’s interesting to see it’s early start.

      Basic Information Retrieval

      The hardest challenge for the early search engines was simply crawling the internets’ pages, indexing them, and giving users somewhat accurate results to queries.

      There are a few concepts and equations that laid the groundwork for modern search. TF-IDF is one of them. The concept figuring out how relevant a term is to a page and then comparing that to how many times that term shows up across the entirety of pages was incredibly powerful.  The groundbreaking TF-IDF equation was first created by Karen Spärck Jones in 1972.

      tf-idf equation on whiteboard image: Becoming Human

      Where Search is Now

      Now, you can make a query using your Google smart speaker, it will decipher what task you want to accomplish, and in some cases will try to accomplish it for you. One real world example is making a dinner reservation. It will see if the restaurant is open, what the restaurant’s contact info is, make a call using an AI voice, talk to the person on the other end of the phone, create a reservation for your time and number of guests, and let you know it’s booked.

      neural networkMore about Google Duplex here.

      What SEO isn’t
      keyword stuffing

      The example before of Jefferson Starship jamming keywords into their page and hiding them with a font the same color as their background wouldn’t work these days. Search engine algorithms and manual testers are great at spotting this type of abuse and penalizing those sites. Now, you must create actual valuable content for your users. The whole “write for users, not algorithms” mantra is more true than ever.

      Coming soon

      The rest of this post is being built out at the moment, check back soon!

      Citations

      Who Coined The Term SEO? – Search Engine Land
      Word Vectorizing and Statistical Meaning of TF-IDF – Becoming Human
      Google Duplex: An AI System for Accomplishing Real-World Tasks Over the Phone

      Comments

      Thank you for posting! I’m trying to learn about SEO. Nowadays, you have to be an awesome photographer AND a SEO wizard.

      Thanks so much for sharing this! It’s so helpful – my views dropped suddenly couple months ago so now just to try to implement it all and get back up!

      Thanks for taking the time to share it with all of us!

      Great work! You did great research! I have realized something about user intent and photography in my city. I don’t ever expect to rank on page 1 for something like “Photographer in London Ontario”. User intent dictates that most people searching that phrase are looking for wedding or portrait photographers. There are not many people searching for an architectural photographer like me. If people see you on page 1, they are not wanting an architectural photographer so they would never click through. I’d just fade away lol

      Thanks for sharing so much good stuff on SEO, man. Appreciate it

      Loads of amazing info here. Thanks for sharing!

      So much good info! Thank you for taking the time to learn this and share it with all of us. So helpful!

      Oh my gosh thank you so much for adding this. Seriously. I am going to dive deep into it this week and work more on my SEO. You rock.

      Thanks Dylan for this informative blogpost. I am still struggling with the loading times of my website. What image dimensions do you recommend for 2019?

      Image dimensions are completely theme dependent. I’d first look at what screens most of your visitors are viewing your site on. That will give you an idea of where your max should end up. I typically use ~1800-2000px wide on the long edge for home page main images.

      It’s fine if you have a few large images, as long as they’re well compressed and not blocking first meaningful paint.

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