Audience Engagement Slides

Audience Engagement for Photographers
The True Art of SEO
Brett Snyder
Director, Search Engine Optimization
Nebo Agency
Brett Snyder
Director, Search Engine Optimization,
Nebo Agency
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Human-centered approach to SEO
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Twitter: @BrettASnyder
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SEO Articles: http://bit.ly/bretts-posts
@BrettASnyder
Google Hummingbird
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Hummingbird Update
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Largest Google algorithm
update since 2001
Designed to improve results in
according to changes in user
search behavior
“The companies who prioritize the
needs of their users and create
content to satisfy those needs will see
the biggest successes in the future.”
~ http://www.wired.com/insights/2013/09/googles-hummingbird-update-should-you-be-concerned/
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“The Hummingbird update will put less
emphasis on matching keywords and more
emphasis on understanding what a user is most
likely hoping to obtain in their search results.”
~ http://www.wired.com/insights/2013/09/googles-hummingbird-update-should-you-be-concerned/
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So What?
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Search Results vs. Intent Results
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Bridging the gap between what
your audience is looking for
and how they search for it
Goal: Answer a users intent,
not their search query
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Trust Trumps Everything
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Trust Trumps Everything
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How is Trust Defined?
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Trust on the web is defined as
a product of our online
relationships
Traditionally, this has be
defined simply as links but has
evolved to include social
signals, citations, and more
Audience Engagement
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Key Premise of SEO:
Be Where your Audience Is
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Key Premise of SEO Marketing:
Be Where your Audience Is
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Relationship-Building
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Authentic engagement is
like a new relationship;
take some time to get to
know your users
If you try to move too fast,
you won’t like the result…
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Relationship-Building
• Respect the User
• Don’t Force a
Commitment
• Don’t Sell!
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Goals
Goals are NOT…
Goals ARE…
• Gathering Contact
• Creating Trust
• Enhancing Your Reputation
• Growing your Brand
• Long Term
• Indirect
Information
• Forcing Sales
• Short term
• Direct
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Goal: Word of Mouth
Our goal is to increase
brand recognition,
loyalty, and advocacy by
engaging with the
talkers and the listeners.
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Finding Your Audience
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Advanced Search Operators
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http://www.icp.org/research-center/library/professional-links/photographer-resources
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Pro Tip: Broken Linkbuilding
https://chrome.google.com/webstore/detail/check-my-links/ojkcdipcgfaekbeaelaapakgnjflfglf
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http://www.icp.org/research-center/library/professional-links/photographer-resources
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Advanced Search Operators
https://www.diigo.com/user/bret
tasnyder/searchoperators
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Social Media
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Twitter Advanced Search
https://twitter.com/search-advanced
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Twitter Advanced Search
https://twitter.com/search-advanced
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Twitter Advanced Search
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Twitter Hashtags
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General Discussion: #photographie #photographer #photog
Camera Gear: #camera #DSLR #lens #photoshop #HDR
Photos: #photos #foto #fotograf #POD (photo of the day)
Photo Categories: #photojournalism #streetphotography, #potrait
#weddingphotography
Personal Discussion: #togs
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http://www.pdnonline.com/emergingphotographer/T
he-Twitter-Hashtags-8596.shtml
Instagram Hashtags
http://instagramhashtags.pen.io/
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Pinterest
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“Think about what needs
your client has and create
a board that helps solve
them.”
Find common themes that
complement your
services, such as wedding
planning
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Tip via Jamie Swanson at http://bit.ly/zZJ3un
What’s Been Pinned on Pinterest
http://www.pinterest.com/source/YourDomainName.com/
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Competitive Analysis
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Competitive Analysis
http://www.opensiteexplorer.org/
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Venue Relationships
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Complementary Services
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Couple Profiles
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Themes & Inspiration
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Web Image Content
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Crowdsourced Social Content
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Other
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Guest Blogging
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Resource Lists (Local & Non•
Local)
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• Company Profiles (Wedding Wire, •
The Knot, etc.)
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• Infographics
Contests/Sweepstakes
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Roundups
Educational Content
Testimonials
Interviews
Event Recaps
How-Tos
Offline Meetups
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Engaging Your Audience
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Relationship-Building
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Relationships don’t just
appear, they mature
You have to make the
other person care about
you; out of the box, they
simply don’t
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Preciprocation
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Human beings, by nature, dislike
feeling indebted to others
Preciprocation: giving something
to another before you ask for
anything in return
Start relationships by offering
something with no strings attached
Preciprocation
http://freephotos4soldiers.info/
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Preciprocation
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http://www.ultiphotos.com/afdc/2013/adult/springulty
Be Relateable
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People hire photographers,
not businesses
Find common ground with
your audience
Connect on an emotional
level
Put a human face on your
brand
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Audience Engagement is
the new SEO
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Think like a marketer,
act like a human being
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Questions?
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Thank You!
TO LEARN MORE OR FOR ANY QUESTIONS:
Brett Snyder
Director, Search Engine Optimization
brett.a.snyder@gmail.com
@BrettASnyder
Image Credits
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Hummingbird – http://www.flickr.com/photos/michaelmalz/4577977577/
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Trust Fall – http://www.flickr.com/photos/andylangager/9075789891/
Bridging the Gap – http://office.microsoft.com/enus/images/results.aspx?qu=bridging%20gap&ex=2#ai:MC900370324|
Knife Throwers Assistant – http://buzz-videos.eu/video-film-knife-thrower/
Trust Defined – http://www.flickr.com/photos/31607248@N03/6100176305/
How I Met Your Mother – http://www.cbs.com/
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Image Credits Cont’d
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Word of Mouth – http://www.idea-sandbox.com/blog/2010/10/word-of-mouthreasons-people-talk-reasons-people-listen/
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Meet Kelsey – http://www.applesandhoneyphotography.com/meet-me/
Influence: Psychology of Persuasion – http://www.amazon.com/InfluencePsychology-Persuasion-Business-Essentials/dp/006124189X
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