1. Search: New Frontiers
in Paid and Organic
Search
Getty Images: Our Focus for 2012
Rhonda Hanson
Director, Search Engine Marketing

2. 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+

3. About Getty Images

4. 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

5. 12 Month Retrospect
• Panda
• Sitemap Protocol Change
• Social Signals
• Query Data Blocked
• Over Optimization
• Quality Score – Landing
Pages
• Google Instant
102818491, Ben Hallam/Flickr Select

6. 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

7. Sitemap Protocol Change

8. Social Signals

9. 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

10. 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 Cost
25-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

11. 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

12. Google Instant
135467969, JanneO/Flickr Select

13. 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

14. Rhonda Hanson
Director, Search Engine Marketing
Getty Images
rhonda.hanson@gettyimages.com
@rhanson27