Someone searching “Los Angeles photographer” is more likely to click on a result when it says those words, the exact words they are searching. Here’s how you can align your page titles with user searches.

Unique Title for Each Page

If you have the same title for every page of your website (like in Flash sites), you’re telling Google and searchers that every page is about the same thing. That gives you one topic or phrase that can potentially rank, whereas a site with 100 different page titles can rank for 100 different phrases.

Every webpage on your site should try to rank for a different phrase, otherwise you’re competing with yourself in search results. There’s no point in making a blog post about Los Angeles photographer if the homepage is already trying to rank for the same thing.

Title Should be Written with Search in Mind

If you want a page to be found, it needs to use keywords that search engines and users can use to find it. Google doesn’t know a page titled “Zach’s Wedding 2010″ is really about a photo session at the Hyatt Hotel in Los Angeles. Google won’t rank it, and users won’t click it when they see a page with a generic title.

Before writing each page, think about a specific phrase a user might type to find it. In the above example, a title like “Hyatt Hotel Wedding Photos from Zach’s Los Angeles Reception” can easily be found by brides getting married at the Hyatt. It will also have an easier time ranking for that phrase than fighting for position among competitive phrase like Los Angeles photographer.

Tips for Title Keywords

Follow these recommendations when writing page titles

• Write your homepage title first – it is the most likely page to rank well
• Describe the page – Google rewards honesty and users want to know what they are about to see
• Be specific – use adjectives and locations to help rank for niche phrases
• Keep it concise – anything more than about 60 characters gets cut off
• Don’t list a bunch of keywords in a row – nobody will click a link like that in search results
• Consider removing your company name – make more room for other keywords since you can rank on your own name without it being in the title
• Use more important keywords at the beginning

Check out a great tutorial on page titles from SEO Book.

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• Splash Page Builder and SEO Guide

1. Flash site without a splash page or blog

An all Flash website, even one with an HTML shadow version, has an extremely uphill battle when trying to rank. An estimated 15% of your Google score is calculated by text on your page, which is invisible to Google (for the most part) when it resides within a Flash animation. If a search engine has trouble understanding the topic of your site (because of hidden Flash text), it has less confidence to rank you well.

Flash does come with advantages, like stellar photo presentation, music, and the ability to awe a potential client. The SEO workaround for these sites is to present an HTML homepage or splash page in front of the Flash, telling search engines everything you need to tell them. Similarly, a blog attached to a Flash site provides readable text.

Pickup the Splash Page SEO Guide for the skinny on exactly how to optimize a splash page.

2. URLs without keywords

URLs are among the most important on-site ranking factors. Search engines see keywords in URLs as a strong signal for what your page is about. If a page on your site has a URL looks like this: www.yoursite.com/?page-id=5, search engines can tell what the subject matter is. Change the URL to www.yoursite.com/san-francisco-childrens-portraits, and suddenly it’s very clear, even without looking at the page. Make sure you have search engine friendly URLS.

3. Same title for all pages

A searcher types a phrase into Google, then Google goes and looks for pages about that phrase. It looks first at webpage titles, because a title most accurately describes what a page is about. If your Flash site or blog uses the same title for every page, a search engine thinks your site is about one thing. In reality, you want to rank for many different things (like wedding, bride, engagement, receptions) and therefore need a different page title for each of those topics.

Check your page titles by typing site:yourdomainname.com into Google. This shows all the pages on your site found by Google, and each underlined link is a page title. Make sure each title is unique and captures a different segment that would be valuable to people searching for your business.

4. The same major phrase in all your titles or image alt text

Many photographers get the fact that they need keywords in the title to rank well. Often overlooked is that search engines can only rank 1 page from your site for any given keyword phrase. If you’re trying to rank for California Photographer, only one of your pages can be successful. For major competitive phrases that page is almost always your homepage. It makes no sense to put “- California Photographer” at the end of every page title. Your intention should be to rank your homepage for that phrase, and save every other page for a different unique phrase. You’ll get a lot more traffic when your subpages stop competing with your homepage, and start ranking for related phrases that are less competitive.

The same is true of alternate text for images. When your image text describes the image, you’ll use tons of related keywords that help you rank for very niche searches. Don’t bother adding “-California Photographer” at the end of every image when the page is about “Ritz Carlton Wedding”. Try to rank for Ritz Carlton searches instead.

5. Inadequate text

SEO mistake #1 talked about how search engines need text on a page to understand the topic. Even without Flash, many photographer do a poor job of giving Google text that the page needs to rank well. The minimum standard is about 300 words to give search engines confidence that the page has substance and meaning to potential searchers. 300 words for every page and blog post becomes easy when you add testimonials, contact information, related links to top pages/galleries, and add captions for each photo…

6. Missing captions

Right after users read the headline, they look at the first image on the page, then read its caption. It’s human nature. Captions are read more than the page text! Search engines use captions to understand the context of an image because a compute can’t visually see an image like humans. Captions are a great way to integrate keywords into the page, while adding to the overall word count. Use very specific words to help the page and image rank for non-competitive keywords. An example caption: 4-year old girl in a red GAP dress and beanie dances for an urban photo. You can picture the image and imagine the story on the page simply from the caption – so can Google.

7. Wasting time on meta keywords

Meta keywords are that list of keywords you type into a field of your website system, telling the world what you want to rank for. If ranking were that easy, everyone would be ranked #1. Google stopped using this field years and years ago, so laying out your keywords in meta data just wastes time and reveals your desires to anyone who looks at your source code. If you’re not comfortable leaving the field completely blank, put one phrase there. More than a couple phrases gets spammy.

8. Blog tags and categories

Blog tags do the same thing as meta keywords… nothing for SEO. If you think you’re proving value for users that want to click on your blog post tag, check your analytics to see how many people are clicking them. This is done easily in Google Analytics by clicking Content > Top Content and searching for /tag. Trust me – nobody clicks your tags and they provide duplicate content Google doesn’t care for much.

Categories only have value if they appear in the URLs of the blog post. This post for example has a parent category of /seo and a child category of /keywords-meta-tags that add keyword power to the URL. You need an advanced permalink structure to take advantage of this and most photographers don’t need it. If you’ve named your categories something like California Photographer, California Portrait Photographer, and California Wedding Photographer then you’re not helping your SEO. If you use categories, they should be named something appropriate for your website users to help them filter posts, like Weddings, and Portraits.

9. Load time

Google spends even less time on your site than your users. Don’t let everyone pass up your site because it takes forever to load. Google officially announced that page speed is a factor in ranking well. Flash sites and blog homepages (with 10 posts and 10 huge images in each post) are notorious for slow-loads. You can lose a lot of traffic from impatient searchers and search engines.

10. Image filenames

We talked earlier about how search engines can’t see an image like humans. Search “reads” an image through it’s alternate text, caption, and image filename (the name of the image on your computer). Tell Google more about your image by naming it 3-year-old-red-dress.jpg instead of DS001.jpg. Hyphens help distinguish the individual keywords and are the preferred naming convention for SEO. Imagine how much keyword information you can give Google when you’re posting hundreds or thousands of images to your website!

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• Meta Tag Gems for Photographers

Most photographers have a splash page – a single page in front of their website with 2-4 big navigation choices to different versions of the site. It may link to full screen, html only, or mobile versions of the site or it may group a network of sites together like a wedding site, a gallery site and a blog. Below the navigation is typically a summary about the photographer, accolades, and services offered. The result is a clean landing page giving users an overview and jumping point for where to go next.

Splash pages are more than just a trend for photographer websites, they are practically a necessity when it comes to ranking a Flash site in SEO. Even if you don’t have a Flash site, you can take the elements that make a splash page great for Google and apply them to your homepage.

Google Can’t See Flash

All your images and text get wrapped into a single animated Flash file. You may have 500 words of text, a full gallery of images, or 10 pages of your site all combined into one Flash file. Google reads it all as a small chunk of of HTML code, translated loosely as “Flash file with unknown contents.” It makes assumptions about what’s in the Flash based on other aspects of the website. Titles, URLs, links pointing to the page, and text held outside of the Flash (if there is any – maybe your legal line) are the only content available for a machine like Google to understand what the page is about.

Let’s take a step back for a moment. Google’s job is to find pages that relate to what the user is searching for. If a user searches “xyz photography”, then it returns sites that talk about exactly that. Now you may have a site about xyz photography but are hiding the text and images in Flash, so Google misses a lot of it. Your site is less likely to rank, especially when there are hundreds of competing sites that talk about it very clearly. That’s where a splash page or html homepage can help.

Splash Page Benefits to Google

A splash page allows for the best of both worlds. Keep the Flash design site to WOW your prospective clients. But put the xyz photography text on the front (splash) page in an HTML format that Google can read. What Google likes to see in any main page:

• 300+ words of text so Google can get a good idea of your site with the potential to return you for multiple keyword searches
• Links to your main content tell Google what’s important (for example you can pass search power to your blog or an individual gallery)
• A couple well placed images with alternate text give extra keyword credit to the page
• Fast load time

Speaking of load time…

Google is obsessed with speed. As of April, 2010 Google officially announced that load time is a factor in your rank. Did you know that you pay more for paid search keywords (Google AdWords) when your page loads more slowly? These are yet more reasons to use a fast loading splash page as your home – the main page you need to rank!

Benefits of a clean and clear homepage obviously extend beyond SEO. A splash page makes your range of services, locations, and contact information instantly accessible. If a user can’t find those quickly, or has connectivity issues in Flash, then you just lost a potential customer. Plus it gives an opportunity to showcase your most powerful images and credentials. With a not-so captive audience spending less than a minute or less on a page this can be a great advantage for you to sell yourself quickly.

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• Splash Page Builder and SEO Guide

I refer to broad and competitive key phrases as whale words. Everybody optimizes for them and only a few are successful. For example, wedding photographer. One strategy targets these huge phrases in hopes for a major payoff. Since it may take a year or two of getting links to your site before that starts to pay off, a second strategy to target shrimp words will see more immediate results.

Shrimp words, also called long-tail phrases in the SEO world, are longer string phrases very specific to the person searching. For example, outdoor destination wedding photographer in California. I have good news about shrimp words:

• Millions to choose from
• Less competitive
• More likely to rank without building links
• More qualified client doing the search
• Higher conversion (they buy something) when the user reaches your site

The reason shrimp words are so helpful when optimizing for search is that when you focus a page around something so specific, chances are there aren’t a lot of pages on the Internet talking about that very same thing. Few, if any, pages talk specifically about outdoor wedding destination photography in California. So if you have a page about that phrase, chances are good that you’ll be able to rank very high for it because of low competition.

You may be thinking that very few people are searching for a phrase that specific and the low traffic isn’t worth your time. It’s true that there are likely very few searches for shrimp phrases, but because they are so specific, millions of potential phrases exist. You can create several pages optimized for many small phrases, rank very quickly, and rack up a substantial amount of traffic. Long-tail shrimp phrases account for 90% of my search traffic. That’s because I have one page ranking for a major term and 100 pages ranking for lesser terms. You can do the same.

Keyword Tools

Several different tools for doing keyword research are available online. My 10 SEO Tools for Photography Keywords takes you through an advanced list, but I’ll give you a preview here. The top 2 that I use most frequently are Google’s Keyword Tool and a PC-only download from Traffic Travis. This video and the remaining post talk about how I use each to compare whale words and to find shrimp words.

Google Keyword Tool

Open up Google’s Keyword Tool and type a phrase that you’d like to optimize for, like “wedding photography.” Clicking on Advanced options allows you to limit to ideas containing your search terms. When you search for your chosen key phrase, you can click on any of the column headings to sort by that category. Global or Local Monthly Searches allows you to see in order which are the most searched terms that contain the words in your key phrase. The aptly named Global column displays monthly searches around the world, while Local shows for your country only (chosen in Advanced Options). For “wedding photography” there are roughly 1.2 million searches per month around the world that contain those two words. Clearly this is a phrase too difficult to rank for. Scrolling through the list a bit shows a breakdown of more specific phrases like “beach wedding photography” and “cheap wedding photography.” There are 49 examples of a more specific wedding photography phrase. This is great for ideas because if you can’t rank for “wedding photography”, maybe you can rank for something closer to your niche like “photojournalist wedding photography in California,” which has thousands fewer monthly searches. The Competition column shows the relative amount people paying for sponsored results in Google. The green bar scale shows you that “learn wedding photography” is probably easier to rank for than “informal wedding photography” whose bar more full.

Traffic Travis Keyword Tool

Traffic Travis is a similar tool that has a lot more features than Google’s version. One of which is a Page Analysis that lets you check relevant data for different sites like internal and external links, Google page rank, and traffic rank. Not to mention its keyword finder is pretty robust. You type a search term like “wedding photography” and you can fetch any number of keywords related to wedding photography along with the number of daily searches from Google, Yahoo, and MSN. The most effective method is to create a page or a blog post specific to each phrase.

Don’t try to rank one page for multiple key phrases. The more words in your keyword phrase, the more “long tail” it becomes and the easier it will be to rank for. My process is to export the keyword list I get from Traffic Travis and Google Keyword Tool to Excel and narrow it down to maybe 20 top phrases I really want to rank for. Every time I write a new piece of content like a new page or blog post, or I get another site to link back to mine, I’ll go down the list from 1 to 20 and write each post specifically for one of those phrases. So if I write a page every 2 weeks, it would take almost a year to go through my top 20, but I would have optimized for 20 different keywords. The final step is to use an analytics tool like Google Analytics or Google Webmaster tools to see how effective I was in ranking for that phrase.

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• 10 SEO Tools for Photography Keywords

I’ve always ignored Bing completely until I noticed it had Bing Webmaster Tools. I don’t care that it expanded its share of the US market from 8.4% to 12.7% (half of that growth coming from a decline in Yahoo), because Google maintained a 62% domination. But because of the webmaster tools I looked into Bing a little more and found a couple interesting things.

Use of Meta Data

Bing’s community page talks about keyword placement. It says:

So in a nutshell, written in the form of naturally spoken language, use your keywords in the following areas for the greatest impact:

1. Page title (inside the tags)
2. Body text headers (as used within tags such as <h1>,<h2>, and so on)
3. Links to other pages (the link text between the tags)
4. Meta tags (specifically when used with the name=”description” and the name=”keyword” parameters)

I hate that Microsoft consciously decided to use 5 year old search engine technology by keeping heading tags, meta descriptions, and meta keywords as a part of its algorithm. Google stopped using these years ago. I attempted to use them as a test to see if I could increase my rank for one of my major phrases.

Bing ranks me #1 for photographer SEO but on page 2-3 for photography SEO. That proves how keyword-literal Bing is and also that they don’t rely much on the anchor text (the text of the link) for links coming into your site. In Google I’m ranked #1 for both terms (because Google knows they are practically the same thing, ie smarter), but Bing does not rank me for photography SEO because that exact phrase is not in the locations it suggests above.

Sitemap Test: Fail

First I added a sitemap in Webmaster Tools. No change in rank. I added a sitemap for my blog seo website as well. My blog site is new and currently not indexed. After 3 weeks, even with the sitemap, Bing has not indexed it yet. Looks like the Bing sitemap function is worthless despite its opinion of sitemaps.

Meta Data Test

I added photography SEO in my meta description and meta keywords. Changing these should not affect your Google rank since Google does not factor meta data into how well you rank. After my site indexed again, I was ranked at the top of page 2. Its difficult to know if my jump of a couple spots was due to a simple meta keyword addition.

Keyword Research

Bing requires you to have an Ad Center Account before using its keyword research tool. Rather than setup an account with them I’ll just continue to use Google’s keyword tool.

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P.S. Don’t get overwhelmed. The first 2 in the list will cover 95% of your need. I would have stopped there, but a post with only 2 tools is weak!

Google Keyword Tool

https://adwords.google.com/select/KeywordToolExternal
Default standard for free keyword research because of the robust results, ease of use, and accuracy of data. Shows the number of monthly searches for your phrase and tons of related phrases. Tip: under Advanced Options choose “Ideas containing my search terms” to only see phrases that contain your original phrase and exclude slightly related material. This sample shows an expanded list for “wedding photographer.”

Traffic Travis

http://www.traffictravis.com
PC only download is less confusing than the above and also provides more features for links and page analysis.

Google Traffic Estimator

https://adwords.google.com/select/TrafficEstimatorSandbox
Helpful for finding the cost of keywords should you buy Google AdWords pay per click program and appear in sponsored results. Cost indicates level of competition, for example a phrase where people are paying $10 per click (versus $1 per click) shows a lot of sites’ desires to appear in search for that phrase. It may be too difficult for you to compete in the organic free listing.

Google Insights for Search

http://www.google.com/insights/search/
Shows not only search phrases but insight to volume trends and cycles. For example it shows that “photography cards” peak in search volume every November as people prepare to send cards for the holidays. It may be helpful for you to know what time of year certain searches are done.

Google Search Based Keyword Tool

http://www.google.com/sktool/

Type in a website URL and key phrase and let Google analyze the content and suggest the most searched words that would apply to the same topics. Perhaps enter a competitor or the #1 ranked site for wedding photography.

Quintura Visual Search Engine

http://quintura.com/
As a photographer you are probably a visual learner. Quintura displays related keywords like a tag cloud, in a visual mapping of how words relate to each other. Also has an image search filter.

SEO Book Keyword List Generator

http://tools.seobook.com/keyword-list/generator.php
I like to come up with a list of different keyword types like a list of adjectives, another for locations, and another for photography niches. SEO Book’s tool will combine all those lists together and output every possible combination.

WordTracker

http://freekeywords.wordtracker.com/
Similar to Google keyword tool but focuses on high demand keywords only. So it will give you decent results for “wedding photography” but not “Sacramento wedding photography.” It shows the daily number of searches done for your phrase and related phrases. WordTracker is very capable of finding great keywords, but beginners may have difficulty using it and get only limited information with the free version.

Google Webmaster Tools

https://www.google.com/webmasters/tools/
Show what is ranking well and what keywords generate traffic. Tons of ideas come out of the Top Search Queries report in Webmaster Tools. A snapshot of my site below tells me that users search “reviews.” That’s something I never thought about before (hypothetically) and should write more content about.

Scribe

http://bit.ly/blogSEO9 (affiliate)
Keyword analysis for your already written WordPress blog posts. There’s a monthly fee of about $30, but it insures you place your keywords in the right spot so in order to rank well. Here is my keyword density for this post in Scribe. There’s other places to find density for free… this tool offers a lot more than that.

What tools do you use to find keywords?

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• Video Training: How to Track Keywords and SEO for Your Photography Site

What are microformats?

For some websites, you can enhance the display of your search result in search engines. This is referred to as “rich snippets” in the industry.

Generally speaking, microfomats describe a way to markup data in the code of a webpage in order to pass along information to whatever is reading the code (like a search engine). Take an address for example. 123 Main Street in Sacramento, CA can easily be interpreted by a human. But a website may write the state as CA, Calif, California or not even include a stats. Machines may have a difficult time recognizing every way an address can be formatted. Microformats are a way to describe data to a machine (in this case Google) by telling your webpage which text is the address and which is the region. Below are a few microformat examples and how they change a search result.

hreview – adds 5 star review information

The image below shows a star rating underneath the result in Google and the price range.

Image from Google's Rich Snippet Testing Tool

hcard – adds people-based information

You can see in the image below additional information for the person’s location and job title.

Image from Google's Rich Snippet Testing Tool

hevents – adds additional information to event pages

An event site listing in search may show additional events within the main result, as shown in the image below.

Impact to Results

This will impact search results pages by lengthening the page, since each result will now carry additional lines of microformat information. Also, a #3 result with all the extra information in its listing will probably get more click through than the #1 and #2 “plain” results above them.

Why General Photographers Should Wait

Search engines are still catching up to using this technology. Google allows you to submit your site to be included in the rich snippets testing. One look at this form and you’ll see why only a very advanced photographer website would qualify for this submission.

High trust domains like LinkedIn.com and Yelp.com are currently being index, but for everyone else its a waiting game. I’ve heard of MAJOR websites submitting for review, with no response and no updates in the search engines even months after their submission.

If you want to try it out my formatting your own site, I found the article Google & Microformats: Drive More Traffic helpful. When you’re done, check out how your new page would look in search results. Its not something I would spend a lot of time on (as a photographer). Anything you tag now won’t show up, possibly for a very long time. The reason to tag now would be to save time later in going back to old pages once the results are more prolific for smaller sites.

For now, just keep aware of the ability of the technology and how it can potentially affect search engine display in the future as more sites get their microformat data allowed in Google and Yahoo.

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• Cheap Search Keywords for Photographers (SEM)

The rub is when photographers don’t want to give up their old domain because of technical hurdles, its on print materials, whatever.  A light goes on to just forward the new keyword-rich domain to the existing domain.

If you read the ebook, you know that Google ranks sites primarily based on 2 factors: text on the page and links pointing to that page. Once you forward a domain, it no longer has any text underneath it. If you’re doing proper SEO, then you aren’t spending time building links that point to the new domain because it simply redirects. So a brand new forwarded domain will not aid in ranking because nothing is behind that URL where Google can assign value.

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Long Tail Keywords

A quick explanation of long-tail is the 4+ word key phrases that drive traffic to your site. They are very targeted search phrases that don’t send a ton of users for any one phrase, but when you add them all up it can deliver substantial traffic over time. Looking at your keyword report in Google Analytics or other stats package, if you have 100 visits last month from search, and 50 of those visits were for main phrases like San Diego Wedding Photographer and Zach Prez Wedding Photography, then the other 50 visits were likely long-tail phrases that you didn’t optimize for. That’s half your traffic for phrases you don’t know about and need to start paying attention to!

Juice Concentrate

I signed up for Juice Concentrate (love the name). A) because its free for small sites and blogs and B) because I’ve got a heck of a lot of long-tail search phrases sending me traffic that I want to make sense out of in 2 seconds. “Make sense out of it” is pretty broad. Here is the Juice explanation of the features I took from its website:

• Connect directly to Google Analytics or upload search data files from any web analytics or competitive search data source
• Identify search phrases with similar patterns to condense the long tail, e.g. “things to do in [place]”
• Download categorized search phrases and pattern groups to CSV format
• Visualize keyword relationships to see connections and performance of common word combinations
• Summarize performance metrics to compare how visitors behave based on individual words or filtered sets of keywords
• Consolidate queries that use navigational keywords and common entities (cities, states, etc.)

5 Minute Report

In less than 5 minutes I had a free account created, connected to my Google Analytics profile, and ran my first report. I did one for my website and one for a photographer website. Here’s a screenshot of the photographer site output since that is more relevant to you.

Example Analytics Report from Juice Concentrate

The first line tells me this photographer had 78 visits from search engines where the user typed “something” Sacramento as the search phrase. I quickly see some interesting metrics in mining the data:

• Line 2 – users are including CA in the search phrase. Since users within the area typically don’t search by state, he/she might be able to expand her regions of service
• Line 6 – photographers (plural) is less searched than the singular term
• Line 8 – Baby photography is this photographer’s top niche in search engines (this surprised her) so he/she might start promoting that service more
• Line 13 – users are finding her by typing best in the search phrase, so she might start including that term more in his/her titles and blog posts

This is the tip of the iceberg gathered in 5 minutes of a single report. The photographer above can use this data in planning keyword strategy, website content, promotion ideas, and marketing.

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• How to Use Long Tail Keywords to Increase Blog Traffic

• Highly qualified
• Little competition (easier to rank)
• Can add up to the same volume as your main keyword phrase
• Cheap to purchase in Google adwords

Long Tail Examples for Photographers

Let’s say you’re a wedding photographer in Sacramento, CA. Trying to rank for that term in your city may prove to be difficult at first, especially for a new blog or an SEO beginner. This is the perfect time to optimize for long tail search phrases still within your niche such as:

• suburbs of your city (Roseville wedding photographer)
• wedding venues (Arden Hills wedding)
• more specific phrases for your industry (Sacramento wedding photojournalist)

Each of these are easier to rank for than the original main term, and will still provide qualified leads to your business from search results. All you have to do is write a blog post about the long tail phrase you want to rank for.

The truth is that you will rank for most long tail phrases without even trying. Every time you write a new blog post, that is a dedicated page on your niche topic that Google will index and potentially rank. For the few people per month that search on the phrase, those searches end up at your site, and if you have tens or hundreds of posts the small volume of searches add up quickly.

Check it Out in Analytics

See what I mean by looking at your keywords report in an Analytics package. In the last could months there has been traffic from over 1,000 different keywords sending my site traffic. Obviously I didn’t intentionally optimize for all of those – that is the long tail at work.

The Trick to the Long Tail

The trick is to be conscious of the long tail so that you can optimize for a select few that can be the most beneficial to your business. Go for terms that are easy to capture, that your competition is not actively optimizing for, and that will likely convert searches to new clients for your busienss.

More on This Topic

Read the full post I contributed over at MCP Actions.

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