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2. How do
customers
find you on
the
internet?

3. They use…

4. They use…

5. So, it’s all about
being #1
on Google
for your
keywords!!

6. What is SEO?
Search Engine Optimization (SEO) is the process of
improving the Volume and Quality of traffic to your
website by influencing Rankings in search engines.

15. How Does Google Find You?
Google search results are shown in two different ways:
1. Organic Search (Natural)
2. Paid Advertising

16. How Does Google Find You?
Google search results are shown in two different ways:
1. Organic Search (Natural)
2. Paid Advertising
1. Organic Search (SEO):
Organic search results are listings that appear because of their
relevance to the search term, and are a more accurate reflection of
what searchers might want, because they are generated by
popularity and common usage.

17. How Does Google Find You?
Google search results are shown in two different ways:
1. Organic Search (Natural)
2. Paid Advertising
1. Organic Search (SEO):
Organic search results are listings that appear because of their
relevance to the search term, and are a more accurate reflection of
what searchers might want, because they are generated by
popularity and common usage.
2. Paid Advertising PPC (Pay Per Click):
Pay per click is an Internet advertising model used to direct traffic
websites, in which advertisers pay their host only when their ad is
clicked. With search engines, advertisers typically bid on keyword
phrases relevant to their target market. Content sites commonly
charge a fixed price per click rather than use a bidding system.

22. Eye Tracking: How Users Scan Results Pages

23. Results – Getting to the Top
Getting onto the first page of Google entails two things:
1. Your Website
2. The World Wide Web

24. Results – Getting to the Top
Getting onto the first page of Google entails two things:
1. Your Website
2. The World Wide Web
1. Your Web Site
In order for Google to find your website, it must be built in
a way that it is easy for search engines to find it. This
means your website structure and the content on your site
needs to be SEO friendly.

25. Results – Getting to the Top
Getting onto the first page of Google entails two things:
1. Your Website
2. The World Wide Web
1. Your Web Site
In order for Google to find your website, it must be built in
a way that it is easy for search engines to find it. This
means your website structure and the content on your site
needs to be SEO friendly.
2. The World Wide Web
Google considers what is going on around your site and
who is “recommending” you (linking to you). The more
links you have, the better Google thinks you are.

26. SEO Strategy – Your Plan of Action
 Understand your business objectives. What is it that you want to
gain from the Internet?

27. SEO Strategy – Your Plan of Action
 Understand your business objectives. What is it that you want to
gain from the Internet?
 Conduct initial Keyword Research. What words would your
potential client enter into a search engine to find you or your
services?

28. SEO Strategy – Your Plan of Action
 Understand your business objectives. What is it that you want to
gain from the Internet?
 Conduct initial Keyword Research. What words would your
potential client enter into a search engine to find you or your
services?
 Identify Keyword + Landing Page combinations.

29. SEO Strategy – Your Plan of Action
 Understand your business objectives. What is it that you want to
gain from the Internet?
 Conduct initial Keyword Research. What words would your
potential client enter into a search engine to find you or your
services?
 Identify Keyword + Landing Page combinations.
 Create a baseline ranking and monitor traffic.

30. SEO Strategy – Your Plan of Action
 Understand your business objectives. What is it that you want to
gain from the Internet?
 Conduct initial Keyword Research. What words would your
potential client enter into a search engine to find you or your
services?
 Identify Keyword + Landing Page combinations.
 Create a baseline ranking and monitor traffic.
 Perform On-site and Off-site Optimization.

31. Keyword Research: Creating Your List
Optimizing your website for specific keywords and phrases shouldn’t be
approached willy-nilly.

32. Keyword Research: Creating Your List
Optimizing your website for specific keywords and phrases shouldn’t be
approached willy-nilly.
Create a list of about 20 to 30 keywords and phrases that you want your
website to rank for.

33. Keyword Research: Creating Your List
Optimizing your website for specific keywords and phrases shouldn’t be
approached willy-nilly.
Create a list of about 20 to 30 keywords and phrases that you want your
website to rank for.
This list should range from the general to the more specific.

34. Keyword Research: Creating Your List
Optimizing your website for specific keywords and phrases shouldn’t be
approached willy-nilly.
Create a list of about 20 to 30 keywords and phrases that you want your
website to rank for.
This list should range from the general to the more specific.
For example, let’s say you’re a wedding photographer in Philadelphia. The
following words might appear on your Keyword list:
philadelphia wedding photographer
wedding photographer in philly
wedding photographers near temple university
cheap wedding photographers in philadelphia
best philly wedding photographer

35. Keyword Research: Creating Your List
Optimizing your website for specific keywords and phrases shouldn’t be
approached willy-nilly.
Create a list of about 20 to 30 keywords and phrases that you want your
website to rank for.
This list should range from the general to the more specific.
For example, let’s say you’re a wedding photographer in Philadelphia. The
following words might appear on your Keyword list:
philadelphia wedding photographer
wedding photographer in philly
wedding photographers near temple university
cheap wedding photographers in philadelphia
best philly wedding photographer
Using colloquial terms like “philly” and more specific terms like “near temple
university” is likely to drive more traffic to your website.

36. Keyword Research: Searcher Intent
When someone searches for “eiffel tower photo” their intent is probably
research, but when someone searches for “eiffel tower print for sale” they are
probably much closer to a buying decision.

37. Keyword Research: Searcher Intent
When someone searches for “eiffel tower photo” their intent is probably
research, but when someone searches for “eiffel tower print for sale” they are
probably much closer to a buying decision.
Intent plays a huge role in
search:
Your website visitors are not a
homogeneous group. So your
SEO strategy should include a
variety of terms that target
different phases of the sales
cycle to convert your visitors to
customers.

38. Types of Optimization
There are over 200 “signals” that affect SEO rankings and these
can largely be divided into “on-page” and “off-page” factors.

39. Types of Optimization
There are over 200 “signals” that affect SEO rankings and these
can largely be divided into “on-page” and “off-page” factors.
On Page : ~25% Off Page : ~75%

40. On-Site SEO: The Basics

41. On-Site SEO: Page Titles
Page title is the piece of text that appears at the top of your browser. How did
such a small piece of text become an important on-page factor?

42. On-Site SEO: Page Titles
Page title is the piece of text that appears at the top of your browser. How did
such a small piece of text become an important on-page factor?
Consider this analogy: If you walked into a bookstore and none of the books
had titles, how would you know what each book was about?

43. On-Site SEO: Page Titles
Page title is the piece of text that appears at the top of your browser. How did
such a small piece of text become an important on-page factor?
Consider this analogy: If you walked into a bookstore and none of the books
had titles, how would you know what each book was about?
You want to have unique page titles on every page of your website. Too often
we see a photographer’s name on each page (e.g. “Joe Smith Photography”).
You’re not doing your visitors any favors. Google also hates this repetition.

44. On-Site SEO: Page Content (Text)
The judicious use of keywords in the body text of your web pages helps
reinforce the words and phrases that are most important to your business.
Avoid exclusively using colloquial phrases like “shot” instead of “photograph”
or “image” because users are much more likely to search for the latter.

45. On-Site SEO: Page Content (Text)
The judicious use of keywords in the body text of your web pages helps
reinforce the words and phrases that are most important to your business.
Avoid exclusively using colloquial phrases like “shot” instead of “photograph”
or “image” because users are much more likely to search for the latter.
Don’t fall into the trap of thinking that only displaying an image is the best way
to convey that you’re a photographer. You must have text on your website
(and a lot of it) to be successful with SEO.
Include a description of your services on your homepage.

46. On-Site SEO: Page Content (Text)
The judicious use of keywords in the body text of your web pages helps
reinforce the words and phrases that are most important to your business.
Avoid exclusively using colloquial phrases like “shot” instead of “photograph”
or “image” because users are much more likely to search for the latter.
Don’t fall into the trap of thinking that only displaying an image is the best way
to convey that you’re a photographer. You must have text on your website
(and a lot of it) to be successful with SEO.
Include a description of your services on your homepage.
Include a narrative of each gallery that you publish.
Include captions for each photo that you publish.

47. On-Site SEO: Page Content (Text)
The judicious use of keywords in the body text of your web pages helps
reinforce the words and phrases that are most important to your business.
Avoid exclusively using colloquial phrases like “shot” instead of “photograph”
or “image” because users are much more likely to search for the latter.
Don’t fall into the trap of thinking that only displaying an image is the best way
to convey that you’re a photographer. You must have text on your website
(and a lot of it) to be successful with SEO.
Include a description of your services on your homepage.
Include a narrative of each gallery that you publish.
Include captions for each photo that you publish.
Add relevant keywords to your the filenames of your photos. Photographers
often find this practice disruptive to their digital asset management strategy.
However, this helps you get your pictures into Google Image Search.
Update often. As often as possible.

48. Create A Massive Online Footprint
The typical photographer’s website
used to be a set of galleries that
represented their best work. In
other words, a digital version of a
printed portfolio.

49. Create A Massive Online Footprint
The typical photographer’s website
used to be a set of galleries that
represented their best work. In
other words, a digital version of a
printed portfolio.
But by restricting the number of
images, you are effectively making
yourself the needle in the haystack.

50. Create A Massive Online Footprint
The typical photographer’s website
used to be a set of galleries that
represented their best work. In
other words, a digital version of a
printed portfolio.
But by restricting the number of
images, you are effectively making
yourself the needle in the haystack.
Instead of 50 images of your top
work,
why not have 5,000 of your
commercially viable images,
all properly captioned and
keyworded?
Give yourself a better chance of
getting found!

51. Competitive Analysis: Who Are They?
Search for each term on your keyword list in Google, and take note of who is
coming up in the top ten results.

52. Competitive Analysis: Who Are They?
Search for each term on your keyword list in Google, and take note of who is
coming up in the top ten results.
You might be surprised to find that your online competition is a completely
different set of people or firms compared to your real world competitors.

53. Competitive Analysis: Who Are They?
Search for each term on your keyword list in Google, and take note of who is
coming up in the top ten results.
You might be surprised to find that your online competition is a completely
different set of people or firms compared to your real world competitors.
There are probably names you’ve never even heard of. But in many ways,
these are more crucial because of the way people search for information.

54. Competitive Analysis: Backlinks
Ask your SEO guy / firm to perform
a “backlink analysis” for your top
10 online competitors.

55. Competitive Analysis: Backlinks
Ask your SEO guy / firm to perform
a “backlink analysis” for your top
10 online competitors.
Determine whether you can
feasibly create more backlinks than
the competition in a 6-12 month
time frame.

56. Competitive Analysis: Backlinks
Ask your SEO guy / firm to perform
a “backlink analysis” for your top
10 online competitors.
Determine whether you can
feasibly create more backlinks than
the competition in a 6-12 month
time frame.
If you cannot, then the competition
for that term is too high. Pick terms
with lower competitiveness and
start improving your SEO!

57. Link Building: Blog
Blogs give you a very easy way to
self publish. You control the
content and the keywords used to
describe your photos, and you can
link back to specific images or
galleries within your website.

58. Link Building: Blog
Blogs give you a very easy way to
self publish. You control the
content and the keywords used to
describe your photos, and you can
link back to specific images or
galleries within your website.
WordPress and other blogging
systems now come well optimised
for SEO. We can install the All In
One SEO Pack and Google XML
Sitemaps plugins for your blog just
to mention a couple.

59. Link Building: Blog
Blogs give you a very easy way to
self publish. You control the
content and the keywords used to
describe your photos, and you can
link back to specific images or
galleries within your website.
WordPress and other blogging
systems now come well optimised
for SEO. We can install the All In
One SEO Pack and Google XML
Sitemaps plugins for your blog just
to mention a couple.
Make liberal use of text, images,
links and even videos in your
content.

60. Link Building: Link To Yourself
Join photo community sites and
trade groups. Most of these allow
you to create profiles with links to
your website.

61. Link Building: Link To Yourself
Join photo community sites and
trade groups. Most of these allow
you to create profiles with links to
your website.
Anchor Text:
The web allows a user to specify
which text is a link. The best SEO
links use keywords as the link text
rather than generic phrases.

62. Link Building: Link To Yourself
Join photo community sites and
trade groups. Most of these allow
you to create profiles with links to
your website.
Anchor Text:
The web allows a user to specify
which text is a link. The best SEO
links use keywords as the link text
rather than generic phrases.
BAD:
This is a gallery of my photos of the Empire State Building.
GOOD:
This is a gallery of my photos of the Empire State Building.

63. Link Building: Topical Relevance
Generally speaking, build as many
links as possible. Each link is a
“vote” or endorsement of your
website, which will improve your
SEO.

64. Link Building: Topical Relevance
Generally speaking, build as many
links as possible. Each link is a
“vote” or endorsement of your
website, which will improve your
SEO.
However, all backlinks aren’t
weighted equally. For example, it’s
much more significant for the New
York Times Lens Blog to link to your
website than Cotton, Inc.

65. Link Building: Topical Relevance
Generally speaking, build as many
links as possible. Each link is a
“vote” or endorsement of your
website, which will improve your
SEO.
However, all backlinks aren’t
weighted equally. For example, it’s
much more significant for the New
York Times Lens Blog to link to your
website than Cotton, Inc.
This is, in part, why buying links isn’t a good idea. One out of place link from
cotton.com is innocuous, but 1,000 backlinks from unrelated sites looks
pretty fishy to Google.

66. Link Building: Topical Relevance
Generally speaking, build as many
links as possible. Each link is a
“vote” or endorsement of your
website, which will improve your
SEO.
However, all backlinks aren’t
weighted equally. For example, it’s
much more significant for the New
York Times Lens Blog to link to your
website than Cotton, Inc.
This is, in part, why buying links isn’t a good idea. One out of place link from
cotton.com is innocuous, but 1,000 backlinks from unrelated sites looks
pretty fishy to Google.
Try to build link traffic from photography or arts-related websites.
Try to build link traffic from complementary service providers in your
industry (e.g. a wedding photographer might seek links from caterers,
florists, dressmakers, and hair stylists).

67. Link Building: Social Media
Of all the many signals that drive
SEO, social media has jumped the
most recently.

68. Link Building: Social Media
Of all the many signals that drive
SEO, social media has jumped the
most recently.
When you think about the
explosion of Facebook, Twitter, and
Pinterest, it really isn’t a surprise.

69. Link Building: Social Media
Of all the many signals that drive
SEO, social media has jumped the
most recently.
When you think about the
explosion of Facebook, Twitter, and
Pinterest, it really isn’t a surprise.
Last year’s backlink is this year’s
Like or Tweet.

70. So, it’s all about
being #1
on Google
for your
keywords!!

71. Link Building: Google+ Local
A large percentage of searches are geographic-specific, like “new york
commerical photographer”

72. Link Building: Google+ Local
A large percentage of searches are geographic-specific, like “new york
commerical photographer”
When Google returns results that have a geographic component, they often
supercede the standard results with the Google Maps 7-pack. With some
Google+ Local SEO, you too can appear on these results.

73. Link Building: Google+ Local
A large percentage of searches are geographic-specific, like “new york
commerical photographer”
When Google returns results that have a geographic component, they often
supercede the standard results with the Google Maps 7-pack. With some
Google+ Local SEO, you too can appear on these results.
Try to generate positive reviews on your Google+ Page. People are more apt to
click on 7-pack results with a high star rating.

74. What is the BEST Way to Get Links?

75. What is the BEST Way to Get Links?

76. What is the BEST Way to Get Links?

77. How Soon Can I Expect RESULTS?
WITHIN 3 MONTHS…

78. How Soon Can I Expect RESULTS?
WITHIN 3 MONTHS…
 You’ll be on the Forbes List of the World’s 100 Richest People.

79. How Soon Can I Expect RESULTS?
WITHIN 3 MONTHS…
 You’ll be on the Forbes List of the World’s 100 Richest People.
 Your children will listen to you.

80. How Soon Can I Expect RESULTS?
WITHIN 3 MONTHS…
 You’ll be on the Forbes List of the World’s 100 Richest People.
 Your children will listen to you.
 So will your spouse.

81. How Soon Can I Expect RESULTS?
WITHIN 3 MONTHS…
 You’ll be on the Forbes List of the World’s 100 Richest People.
 Your children will listen to you.
 So will your spouse.
 You’ll rank on Page 1 for at least one keyword.*
*Promise.

82. No, Seriously, How Do I Measure Progress?
We recommend measuring SEO progress once a month.
Use tracking sheets for what changes you make to SEO factors and when,
so you can associate results with efforts and adjust tactics accordingly.

83. No, Seriously, How Do I Measure Progress?
We recommend measuring SEO progress once a month.
Use tracking sheets for what changes you make to SEO factors and when,
so you can associate results with efforts and adjust tactics accordingly.
Here are 10 metrics to track:
1. Google Rankings
2. # of Site Visitors (via Search, Referral, Direct)
3. Bounce Rate
4. Average Time Spent by Visitors on Site
5. # of Keywords Driving Search Traffic
6. # of Indexed Pages
7. # of Backlinks
8. # of Likes, Shares, Followers, Retweets, Repins
9. Click Through Rate
10. Leads & Conversions

85. +1 225 279 6091
pr@panoramicessentials.com