Found - SEO E-Book

TOFURIOUS | SEO
MARKETING STRATEGIES FOR SMART PHOTOGRAPHERS
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Dedicated to Julie -
my partner in global wandering.
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Found - Be Discovered By Those Who Matter
Copyright 2012 by Tofurious
No part of this publication may be reproduced, stored in a retrieval system, or trans-

mitted in any form or by any means electronic, mechanical, photocopying, record-
ing or otherwise without the prior permission of the publisher.
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Table of Contents
1. Introduction 8
How to Use this Book 9
2. What is SEO 10
PageRank (PR) 13
Backlinks 14
Always Changing Algorithm 19
Influenced Results Google Plus 20
Private Mode 22
3. Components of a Webpage
(Public and Hidden) 26
Site Title (Public) 28

Meta Description (hidden) 31
Meta Keyword Tag (hidden) 32
Hyperlinks (public) 33
Header Tags (public) 35
Content Body 36
Links (public) 37
Link Titles (hidden) 38
Images (public) 39
Image Alt Tags (hidden) 40
4. Components of Search Results 42
Website Search Results 43
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Image Search Results 44

Location Search Results 45
5. Applying SEO Strategy Part 1 - Implementation 46
Backend Settings 48
Permalink Settings 48
Categories 51
Plugin 52
Plan Targeted Keywords 54
Common Sense Keywords 54
Google Instant Keywords 57
Google Adwords Keyword Tool 58
Content Strategy Keywords 60
Google Related Searches 62
Footer Keywords 63
Implementation As A Blog Post 64
1. Category 66
2. Title 66
3. Permalink 66
4a. Content 68
4b. Other Searchable Content 70
4c. Header Tags (optional) 71
5. Images 73
6. Title Tag 74
7. SEO Title 75
8. Meta Description 77
9. WordPress Tags 78
10. Publish 79
Implementation For Your Site 80
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6. Applying SEO Strategies Part 2 - Advanced 81
Google Profile Local Listing and Maps 82

How to Handle Large Posts 85
Reinforce Internally 86
Should You Change Old Existing Posts? 87
Changing of Title 87
Changing of Permalink Settings 87
Changing From Default Permalink Setting 88
Changing of Permalinks 88
Content and Meta Descriptions 89
Lacking Content 90
Avoid Doing These 91
Keyword Stuffing 91
Link Exchange Farms 91
Cloaking 92
Duplication 93
7. Other SEO Considerations 94
Age 95
Design 96
Codes 96
Load Times 96
Above The Fold 97
Frequency of Content 99
Blog Search 99
Multiple Websites 100
8. Measure 102
Google Analytics 103
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Visitors Overview 104

Mobile Overview 106
Traffic Sources 106
Content Overview 109
In-Page Analytics 110
Real-Time Data 111
Google Webmaster Tools 113
Links to Your Site 114
Internal Links 116
9. Checklist 117
10. Boost 122
11. Store and Affiliates 126
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1. Introduction
Introduction
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Im Lawrence Chan and Im a marketing strategist for smart photographers.
While I author a blog, the ultimate pricing e-book, and a real book, unlike tofu, I
sometimes wish I could figuratively eat
a book. My propensity for eating and
reading, sometimes reading about
eating, has been a wonderful precur-
sor for ideas in marketing.
I so happen to be a photographer.
How to Use this Book
This book starts out pretty nerdily (I

know that thats not a word). It defines
all of the components of websites and
aspects of SEO first.
The second half of the book will be

where you roll up your sleeves and
begin application, step by step.
Best enjoyed slowly, with a highlighter

and with your favorite beverage.
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2. What is SEO
What is SEO
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For starters, SEO is an acronym. It stands for search engine optimization. If youve
been browsing the Internet, chances are youve stumbled upon Google, Yahoo,
Bing or some equivalent website that generates search results for queried key-
words.
SEO is a popular form of inbound marketing where prospects come to you inwardly
based on a searched term. For example, someone searching for coffee beans
might be linked to Starbucks since Starbuckss website might rank high on search
engine results. Conversely, outbound marketing is where companies go to users
for business. An example of outbound marketing would be Starbucks sending out
flyers to mailboxes.
The goal of SEO is for prospects to find out about your business through relevant
keywords aside from your
company name. Therefore,
searching yourself does not
count. Chances are you will
dominate that keyword if you
have a unique enough name.
You wouldnt be so fortunate

if your name is very common
or synonymous to popular
names like Robert Pattin-
son or Justin Bieber. Good
luck trying to compete with
a sparkly vampire or teen
If you name your photography company Nike, good luck competing
sensation.
with the sports store on Google.
For the sake of consistency,

I will use Google as my example since it boasts a rough 70% of all searches done
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(varying within different countries). The rules are rather universal with all search en-
gines, so if you optimize for Google, it should be good for others.
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How SEO Works

There are many components to having good SEO. Its more than just good key-
words.
PageRank (PR)
Have you ever wondered why some websites are higher in search results while oth-
ers are lower? And even if all of the websites have good SEO applications, theyll
never be equal.
One of the biggest influences is Google PageRank or PR for short. PR is a mea-

surement for a websites influence or priority. The higher the PR, the more powerful
it is. The lower the PR, the less powerful it is or the less Google Juice it has.
The scale ranges from zero being the lowest to 10 being the highest. An example
of a 0/10 website might be one I just created a week ago. An example of a 10/10
website might be Google, which is very powerful namely because of the many
backlinks. Backlinks are links from other websites directing to your website.
To determine the PR of a website, I use a plugin for the Firefox browser called SEO
Toolbar. You could search for SEO Toolbar for FireFox on Google or use this link:
https://addons.mozilla.org/en-US/firefox/addon/seo-toolbar-13927/.
Once installed, it should appear above your toolbar.
For more information about PageRank, you can read a detailed article via Wikipedia
here: http://en.wikipedia.org/wiki/PageRank
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In a nutshell,
your websites
PR increases
based on the
number and
strength of
backlinks.
With the proper tools, like SEO Toolbar, you can see the PR of any website (even your
The more links (hopefully strong ones), the better.
You could check out your own PR at any time as well as your competitors. Cool,
right?
Backlinks
Backlinks are links that are directed back to your website. And not all links are
valued the same. Links are really important because they are perceived as votes or
vouches for another website. Would you link to a sketchy website? Probably not.
So, if you link to someone, it means that you approve of that persons content. Lets
examine the factors that influence the value of a link.
PageRank (PR)
A link from a website that has a strong PR (e.g., 5/10) is going to be much better
than a link with a weak PR (e.g., 1/10). No one really knows the algorithm search
engines use, so no one can be certain of the value of each link.
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To put it into perspec-

tive, lets imagine that it
requires 10,000 PR 0/10
inbound links to make you
a PR 1/10 website. Put-
ting this into consideration,
itll take either 10,000
PR 1/10 inbound links
or 100,000,000 PR 0/10
inbound links to make you
a PR 2/10 website ... and
so forth. For that reason,
a single powerful link (e.g.,
PR 4/10) inbound link
Similar to PageRank, each states House of Representatives voting
would boost you tremen- weight is dependent on the states population.
dously.
Therefore, try to garner links from as many websites as possible, especially the
ones with a strong PR.
One thing to keep in mind is that Google does not update PRs
frequently. From my experience, its about two to three times a year.
So, even if you garner links and should have a higher PR, it may
not be reflected immediately. However, your search results should
improve accordingly.
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Additionally, the casing of links play a big role in PageRanks. For example,
www.yourwebsite.com/photography is different than
www.yourwebsite.com/Photography. Each will have a different PR, so its important
to be consistent.
Relevant Links
Relevant links are very important. There are essentially two types to of relevant links
to pay attention to topically relevant links and rel=follow links.
Topically relevant links are links that pertain to the same content as your website.
Remember that Googles goal is to display websites that are relevant to a search
term.
Therefore, if youre a pho-

tographer, try to get links
from photography related
websites. It wont help
much if you have links from
a kitchen supplies website.
A rel=follow link is a link

that tells Google or search
Showcasing the evolution of primates in the Smithsonian Air and Space
engines that said website Museum wont make much sense. Therefore, Google and other search
vouches for the destination engines value topically relevant links to your site; not just any link.
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website. By default, all links are this type. However, sometimes websites do not
want to share their PR, so they will put a special code in their links that tell search
engines to not follow or share their Google Juice.
An example of a nofollow code would look like the following:
<a href=http://www.yourwebsite.com rel=nofollow>Link</a>
The rel=nofollow tag in the link code does not transfer any PR to your site. This is
important to consider for yourself when linking to others. If you do not want to share
your Google Juice, add that code in your HTML. An example would be sharing traf-
fic with another website, but not necessarily sharing your PR because youre not
100% sure of that websites credibility. Linking to a website with negative elements
(e.g., porno website) could lead to a potential ban from search engine results.
To see whether someone put a nofollow tag on links, you have

to view the source code for the website. To do so, right click in the
browser and hit view source. Source code is the raw content of a
website. Next, search the link youre examining and see if there is a
nofollow tag in the code (like aforementioned).
Additionally, its important to consider this when trying to increase backlinks. Gain-
ing nofollow links does not help you. Facebook, for example, has a nofollow tag in
all of their outbound links. So, its fruitless to get any links from them if youre trying
to increase your PR. For example, below is a link from Facebook to an Instagram
photo.
<a href=http://instagr.am/p/LqfFdnNxVL/ rel=nofollow>
Similarly, Pinterest adds a nofollow tag in their links. It doesnt mean that theyre not
worth investing time into. Traffic is still traffic.
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How to Get Links
There are a number of ways to get links. Social media is definitely a good place to
start, but be wary of follow vs. nofollow tags.
1. Submit to publishers. There are lots of online publishers that will write ar-
ticles highlighting your photography. In those articles, photos and links back
to your site are common.
Each industry is different, so you will probably know where to best submit
content. An example for wedding photographers would be Wedding Style
Magazine or Style Me Pretty. Publications (print and electronic) generally
have juicy PRs, so look to them first.
2. Exchange links with friends. Now this can be tricky because Google is not
so blind as to see direct link exchanges. Therefore, I suggest creating blog
posts about each other.
Try to avoid making a single page full of links. That is a dead giveaway. If
you insist on link exchanges, create triangulation rather than direct. For
example
a. Website A will link to Website B.
b. Website B will link to Website C.
c. And Website C will link to Website A.
3. You can buy sponsored links from good resources. For example, I have
multiple photography related websites with strong PRs where I link and
write articles about other sponsored photographers. There is more informa-
tion about this service at the end of the book if interested.
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What you want to avoid are websites that are called link farms. Link farms
are websites with the sole purpose of exchanging lots of links. These are
considered Black Hat (unethical) practices and may lead to a banning on
Google search results.
4. Join forums. There are many websites that rely on user-generated content,
so youre welcome to add links to your footer and / or into forum posts. Be
sure to check whether a nofollow tag is used.
A good place to start is http://photography-on-the.net/forum/. This forum

has a strong PR and does not restrict link follow tags. Now that you know,
dont go heavily promoting yourself in forums. There are rules about spam
and plugging oneself.
5. Guest blog. There are many blogs and discussion groups that look forward
to fresh ideas. Its difficult for a single author to produce a lot of original con-
tent, so they like to share the limelight with other people, especially those
with something good to say.
Find blogs that look for writers. Jot down some good ideas to propose to
the author. And make sure to have relevant content on your blog where you
may link to from the host blog. This helps with sharing their traffic and build-
ing your PR through links.
Always Changing Algorithm
Ultimately, no matter what you do, Google and other search engines change their
algorithms to better serve relevant websites to their user base.
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Google, for example, even gives their new algorithms cute animal names like Panda
or Penguin. You can read more about them with the following links, but as long as
you produce good content, have good design and follow White Hat rules (ethical
practices), you should do well.
Google Panda:
http://en.wikipedia.org/wiki/Google_Panda
Google Penguin:
http://en.wikipedia.org/wiki/Google_Penguin
Influenced Results Google Plus
Dependent on the search engine, search results will vary. Google uses different
measurers aside
from PR to judge a
websites relevancy.
Recently, theyve in-
tegrated their Google
Plus results.
Google Plus (or

Google +) is Googles
form of a social
network. Its goal is
to produce socially
relevant websites for
searchers. For ex- Google is attempting to make search more social. With recommendations from
friends and peers, search results are more catered to your liking rather than
ample, if you searched suggestions made by a machine or reviews from strangers.
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dog grooming, a number of websites will come up.
When logged in, you (and others) have the option to +1 or Share a website. A +1
acts as a social approval. Peers in your network would be able to see the +1. The
reason for this is because prospects are more likely to use a service if approved by
a friend. So, Google is trying to integrate the best search results coupled with the
suggestions by those you know.
When logged in, Google will personalize your search results by integrating items from those in your social net-
work. Therefore, your results may not be accurate in the perspective of prospects because they may not be in
your social network. In this case, I do not really have photos on the first page of Google for photography.
However, if youre logged into Google Plus (basically if youre logged into Gmail or
any other Google services), your search results will be skewed. Google will deem
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those websites you and those in your network have approved with +1 are more
relevant and intimate with your own social network.
Therefore, its critical to install Google +1 buttons onto your website. You can find a
plugin that suits your blog or you can read about it on my website:
http://www.tofurious.com/marketing-tips/social-seo-how-to-install-google-
1-button/
The more +1s or Shares you get from people, the more likely your website will ap-
pear in the networks of those who liked your website.
Private Mode
Whenever youre trying to check the ranking of your website - from the perspective
of an unaffiliated party, such as a potential client who does not have mutual friends -
its pertinent to log out of all social networks. This is so that results are returned with
an unbiased view.
Currently, if you look up your targeted keyword without logging out,

chances are you will outrank others due to your social affiliation (+1,
Likes, etc.).
For an unbiased view, go into Private Mode. Each browser might have a different
name. By entering Private Mode, it logs you out of all social media websites, re-
moves all cache, removes all cookies (files that tracks your browsing habits), and so
forth. Its as if youre viewing from a freshly installed browser.
Below are some of the names for various browsers.
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Google Chrome: Incognito Window
Firefox: Private Browsing Window
Safari: Private Browsing Window
Internet Explorer: Private Browsing Mode
Once youre in Private Mode, conduct tests to see where you rank (e.g., four sea-
sons las vegas wedding photographer).
If youre not in Private Mode, you will continue deluding yourself thinking that youre
first when you might be on the 9th page of actual unbiased search results.
For example, check out the two different search results for photography in the
next pages. You will note that personal results affect the outcomes.
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Under the search term, I have 600 personal results that influence the query (yours might be different). In this
instance, wikipedia comes up first.
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When in Private Mode, which means that I have logged out of all social networks and removed all cookies (files
that track my browsing history), National Geographic is first.
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3. Components of a Webpage
(Public and Hidden)
Components of a Webpage
(Public and Hidden)
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Before optimization, you must first understand the components of a webpage to

know what it is youre optimizing. This way I could make references and you would
understand with clarity. Early warning this stuff is a tiny bit geeky, but highly es-
sential.
There are some components that are clearly visible and some that are hidden (you
have to view a webpages source codes for hidden gems). Optimizing for both is
important.
While I will expound on the many facets of SEO, I will focus on the conveniences of
plugins used by WordPress. WordPress is a content management system (CMS)
that allows users to publish articles and blog posts easily. Another reason why
WordPress is so popular is because its very SEO friendly. If you are starting anew,
I highly suggest you look into this platform. I have tutorials for installing WordPress
here:
http://www.tofurious.com/professional-photography-blog-theme/install-and-
edit-wordpress-themes/
To get things started, I will list the components and note whether its public or hid-
den. When its public, Ill show you where you can find it. When its hidden, you will
have to view a websites source code.
To view a websites source code, you can right / command click a website and
select view source code. Sometimes, a website disables right click, so youll need
to find it from your browsers menu tab.
Lets begin.
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Site Title (Public)
A Page or Site Title is the title of a webpage. If you dabble with HTML, theyre en-
closed in <title></title> tags.
If youre using a blog, then the title tag usually inherits its wording from your blog
post title, depending on how your titles are structured.
Something to keep in mind is that search engines only read up to

the first 60 characters of title tags (including spaces). Thats less
than half a tweet and we know how short those are already.
So, dont try to stuff your title with a lot of junk. Anything after 60 characters wont
count.
For example, a title like Houston Wedding Photography | Destination Photogra-

pher Anguilla, Jamaica, Bahamas, Dominican Republic Anything in red wont
be counted. Note the truncated title in the photo below.
To see a websites title, simply hover your mouse over the title area. The full name will appear momentarily.
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Another thing to note is the order of the words. Depending on how your website is
structured, WordPress generally places the Site Title after the Post Title.
[post title] | [site title]
This is particularly handy because youll insert valuable keywords from your Site
Title in all Post Titles. I will get into customizations in a later Chapter 5.
Without having to add Photography Marketing Tips, these relevant Site Title keywords are
automatically added to my blog Post Title in WordPress.
Using my own site as an example, if I wrote a blog post called, Free Second
Shooter Contract, it would precede the site title separated with a pipe line Free
Second Shooter Contract | Photography Marketing Tips Free. My Site Title key-
words, which are relevant and valuable, are automatically added because of Word-
Press.
Again, search engines would only read the first 60 characters, so all theyll see is
Free Second Shooter Contract | Photography Marketing Tips Fr. Anything after
the first 60 characters wont be counted. All in all, I was able to stick in photogra-
phy marketing tips into the title. Sweet.
WordPress users wont need to work with codes. Additionally, there

are nifty customization in Chapter 5.
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The title of that Page is longer, but it is truncated after 60 characters (including spaces). Anything after 60 char-
acters wont count.
To modify your Site Title, you have to go to

Settings, then General.
Your first few keywords are very important

because, as mentioned earlier, they could be
used to combine with the Post Title for more
optimization.
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Meta Description (hidden)
Meta Description is a concise description for your webpage that is used by search
engines when presenting information about a website. The code itself is hidden in
the source, so youll need to view the source code.
When it comes to coding, it looks like something like below:
<meta name=description content= />
The words inside the content quotes will show up in search results. Search engines
only read the first 160 characters (including spaces). Anything thereafter will not be
recognized.
The Meta Description appears under the Title in search results. They are not visible when youre on the website.
Users must view source codes in order to see it. Only the first 160 characters (including spaces) are used. If you
do not have a custom Meta Description, WordPress or other CMSs will automatically generate one .
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Meta Keyword Tag (hidden)
The keywords attribute was very popular in 1995 with older search engines like Alta
Vista. However, in September 2009, Google decided to abandon meta keywords
because it was often misleading.
People wanting to take advantage could repeat or stuff this meta keyword section
with targeted keywords.
Since modern search engines do not rely on this anymore, this is all that I will say
you could include keywords to your page just in case, but it will most likely go
unnoticed.
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Hyperlinks (public)
Hyperlinks are the links in your URL bar. There are two types.
1. Permalink
2. Dynamic Link
Originally, the entire web was written with permalinks. An example of a permalink is
like the following: http://www.tofurious.com/marketing-tips/the-secret-to-selling-
like-don-draper-of-mad-men/.
However, with time, blogs became wildly popular and dynamic links took domi-
nance. Its easier for databases to reference and make changes to article numbers
rather than a permanent link. An example of a dynamic link is like the following:
http://www.tofurious.com/?p=7693. Dynamic links are distinguished by the ques-
tion mark.
Dynamic links are convenient when wanting to change Post Titles because it
doesnt change the location of the web page. However, when you change a perma-
link URL, it changes entirely, which change the location of the web page.
Permalinks means permanence for links. Its something that isnt going to change.
For good SEO, permalinks are favored because theyre human-readable, which
means that we could read the URLs.
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Using my earlier permalink example (http://www.tofurious.com/marketing-tips/

the-secret-to-selling-like-don-draper-of-mad-men/), its clear that the post should
be something about selling like Don Draper of Mad Men whereas http://www.tofu-
rious.com/?p=7693 could mean anything.
If we cannot read a dynamic link, what makes you think a search engine can? So,
were going to focus a lot on permalinks in Chapter 5.
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Header Tags (public)
Sort of like a header for a section of a textbook, header tags serve to show impor-
tance in a web document or page. Starting with <h1> as the highest-level to <h6>,
which is the lowest.
Header tags are commonly denoted with bold or bigger text, but it shouldnt be
used solely as a styling feature.
To show importance for search engines, you can place header tags in web pages.
However, if your blog system already put your blog post titles in header tags, you
dont need to concern yourself with it.
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Content Body
Content is the area where you put your photos and text. This is important for search
engines because their goal is to connect users to your valuable content.
There is no minimum or maximum, but I would suggest that each post contains at
least 150 words, so that search engines have something to work with.
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Links (public)
Links direct users to another destination upon clicking. There are two types of links:
internal and external. Internal links link inwardly within your own site. External links
link outwardly to another website or location.
In terms of SEO, links are very important.
External links from others linking to your website is super helpful with PR (un-
less it has a nofollow tag) as mentioned earlier.
External links from your website to other websites do not help you with PR,
but it does tell search engines of similar content, thus giving your Page or
Post more relevance.
Internal links linking to other Pages within your website are helpful because
they share the PR. If you pay attention to the PR for your internal Pages,
youll notice that some are higher than others.
All in all, link to yourself generously. Link to others accordingly. Encourage people to
link to you at all times.
Helpful hint: Since external links help garner more Google Juice,
if you have the option, try to have multiple websites. For example,
your portfolio site could be yournamephotography.com and your
blog could be yournamephotographyblog.com. The two linking to
each other are considered external links.
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Link Titles (hidden)
Within a link, users may add other elements aside from a nofollow tag. Users may
also put a Link Title. A Link Title adds specificity to the link like a caption for a
photo. In the example below, I noted that tofurious.com is a marketing blog.
<a href=http://www.tofurious.com title=marketing

blog>Link</a>
Search engines will give certain sites more PR juice than others if the content is
similar. For example, a photography website linking to another photography web-
site is helpful whereas a culinary website linking to a photography website isnt so
much. Relevancy matters.
Therefore, if links have relevant specificity, it adds more oomph, but its not entirely
important if you dont add it.
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Images (public)
Photos are important not only for visual appeal. It is another opportunity for search
engines to showcase your website.
Search engines are pretty smart. They can match your photos up with their sur-
rounding content, but its more convenient if you tell search engines exactly what
the photo is about with an image alt tag (next section).
As you can see, photos show up as search results in conjunction with text. Its another avenue for you to ex-
pose yourself with SEO. Imagine having your website and photos show up in search results!
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Image Alt Tags (hidden)
Similar to a link, you can add specificity to a photo. While search engines could rec-
ognize faces and other elements, its easier if you told them exactly what the photo
is about. To do so, you have to add an image alt tag. Alt stands for alternative tag.
Some people turn off photos on their browsers or cannot view photos, so alt tags
will show as text to tell them what they are. This is common for folks who receive
HTML emails. Below is an example of it in code.
<img src=http://www.tofurious.com/wp-content/up-
loads/2012/08/Why-im-quitting-tobacco.jpeg alt=don draper
why im quitting tobacco />
When you hover over an im-

age, the alt tag will appear.
In this case, I told search

engines that this photo is Don
Drapers quitting of tobacco.
Alt tags help search engines organize their photo database. And depending on its
relevancy and PR, photos are also ranked just like search results.
The next thing you should understand is where search results are gathered. There
are mainly three items that concern us.
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1. Website search results
2. Image search results
3. Location search results
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4. Components of Search Results
Components of
Search Results
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Website Search Results
The bulk of our focus and your inbound traffic will be website search results. Essen-
tially, this is the text-based feedback users get when querying on search engines.
These results usually link to a website.
Web-based results only consist of text (not photos).
Imagine that you rank highly for a certain search result. No matter what, Google
would only allow a maximum of two spots. This is so that no website would have
a monopoly of search results on a single page. Imagine having a whole page of
search results from the same website the lack of diversity would be weird.
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Image Search Results
If search engines deem images to be telling, then there will be a section included
on the page of search results. Being in the photography industry, any search term
pertaining to photo services will most likely yield image search results. Therefore, it
is crucial to optimize alll photos as well.
Similar to website search results, image search results also limit you to two spots
per page. I will discuss strategies on increasing your chances of being found in
Chapter 7.
Images are visual eye candy. And they are definitely more attention grabbing than text.
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Location Search Results
Chances are you are going to be working with photo clients in your local area. Its
always a nice fantasy to shoot destination work, but your bread and butter wont
always come from there.
If available, location search results generally precede website search results.
Searching from New York, location search results precede the website search results.
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5. Applying SEO Strategy Part 1 - Imple-

mentation
Applying SEO Strategies

Part 1 - Implementation
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Finally to implement the good stuff you learned. Exciting!
Before you begin, you have to setup your website for maximum optimization. The
easiest approach will be using WordPress, which might resemble other CMSs (con-
tent management systems or blogs). You can edit via HTML, which is not for the
faint of heart, but still doable. You will have to repurpose this strategy for whatever
system youre using.
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Backend Settings
The steps that I demonstrate are for WordPress users. You can repurpose it for
whatever system you decide to use.
Permalink Settings
The very first step is to setup the global Permalink settings. On the menu, go to
Settings, then Permalink.
In the WordPress dashboard, go to Settings, then Permalinks.
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There are a number of options. Each has its advantages.
Default
Default setting is using dynamic linking. As explained earlier, its
convenient for changing names to blog Posts without jeopardizing
the link. However, its not human-readable, so well omit this option.
Day and Name

This style will include the [year]/[month]/[day]/[blog-post-name].
This is convenient if you blog multiple times a day. The purpose of
including the day as part of the permalink is to avoid a repeated
URL. Replication can cause confusion.
For example, if you wrote two blog Posts on bulldog-photos on

the same day, there would be a conflict. WordPress will automati-
cally add a number at the end to circumvent the duplication (e.g.,
bulldog-photos-2). With this setting, you could write about bulldogs
on one day and bulldogs on another day and the insertion of the
day-element will not cause a conflict.
Month and Name

This style will include the [month]/[day]/[blog-post-name]. Similar to
the Day and Name setting, its convenient if you blog less fre-
quently.
Numeric
Numeric is a form of permalink, but just like the Default setting, its
not human-readable, which is not good.
Post Name
Post Name is a good option because it is human-readable. The
only disadvantage is the possible duplication of permalinks.
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Custom Structure
Personally, I like this setting, but itll depend on your circumstances.
I like to structure my permalinks with [category]/[post-name]. This
way, the keyword of my category will always appear in the URL no
matter what.
For example, if you shoot pet photography, your category might

be called, Pet Photography. Therefore, your permalink might be
http://www.yournamephotography.com/pet-photography/bulldogs-
playing-catch/. Without having to include pets as part of the post
name, the keyword will always appear in your URL, which is ideal.
To add your category into the custom structure, paste the follow-
ing, /%category%/%postname%/ into the text field. For more
options, visit this link: http://codex.wordpress.org/Using_Perma-
links.
If youre using another CMS or hand coding this, make sure to

choose the category system that suits you best.
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Categories
Whether you decide to use the custom permalink structure from above or not,
customizing your categories is very important. Categories help you organize your
posts. More importantly, its an op-
portunity to insert keywords into all of
your URLs.
You can use any name for your Cate-

gory. Personally, I like to keep it short.
For example, Pets will suffice. In the
Slug (another name for permalink), by
default, it will use pets as the per-
malink (all lowercase). To setup Categories, go to Posts, then Categories
However, I like to include a photo-

based keyword (e.g., photography,
photographer, photos) in there, so I might set it up as pet-photography. Note that
you must use a dash in between keywords. It is suggested to use all lowercase (it
matters) when it comes to URLs (web standards).
Therefore, you wont ever have to worry about

including pet or photography as part of your
permalink targeted keywords because theyll ap-
pear in all posts. Repeat for other forms of pho-
tography you might do, such as Personal, Travel,
Note that Pets could be the name of the
category while pet-photography (all lower- Wedding and etc.
case) can be the permalink.
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Plugin
A plugin is a component that adds extra features to a larger software application (in
this case, WordPress).
By default, WordPress is pretty much setup to be very optimized for search en-
gines. However, there are two plugins I recommend installing that will allow for
further customizations.
The first one is called, All In One SEO Plugin and you can find the download link
here: http://wordpress.org/extend/plugins/all-in-one-seo-pack/
The second one is called, WordPress SEO by Yoast and you can find the down-
load link here: http://wordpress.org/extend/plugins/wordpress-seo/
Personally, I prefer the first one because it simpler to use and has all of the features
that I need. The usages of the two are virtually the same, except for the user inter-
face. To avoid redundancy, I will be demonstrating with the first plugin.
Install New Plugin
You may download the zipped file from the links mentioned earlier and upload the
extracted files to wp-content/plugins/ via FTP or use the WordPress interface,
which I prefer.
So, go to Plugins, then

Add New.
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Search for All In One SEO Find the right plugin and click Install Now. Once
installed, select, Activate Now. When it is activated, you will see an SEO tab in
your Settings menu. For the most part, you wont need to configure this, except to
Enable the plugin.
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Plan Targeted Keywords
Planning for targeted keywords is a subjective matter. People search for things in a
whole slew of ways. Some phrase them as questions. Some just query keywords
with no prepositions or conjunctions. All in all, there is no sure shot ways of doing
this part, but below are some tips.
Common Sense Keywords
Try to put yourself in your clients shoes. What would you search for when it came
to photos or portraits regarding your craft?
There are some priorities when it comes to keywords. For example, photos, pic-
tures, photographer or photography will always be included in a query. These
are what I consider necessary keywords.
Next, you might want to consider what I consider Tier 1 keywords, which include
terms that have global relevance. Each business is different, so this will vary. I cant
possibly do an example for each craft of photography, but look at the examples
below for ideas:
Wedding Photography Venue / Location

(e.g., Ritz Carlton Laguna Niguel, Miami Mandarin Oriental, etc.)
The very first step for any bride is to secure an event designer or
venue. Without that confirmed, its pointless to look for a photogra-
pher who is not locally based.
Pet Photography Breed

(e.g., Bulldog, Chow, German Sheppard, Poodle, Tabby, Siamese,
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etc.)
Including the breed as a keyword will help add specificity to the
search of all pet photo services.
Portrait Photography Type

(e.g., Family, Senior, Baby, Maternity, etc.)
Including the type as a keyword will help add specificity to the
search of all portrait photo services.
You can use these Tier 1 keywords as part of your categories as

well.
Lastly, you might want to note what I consider Tier 2 keywords,

which include terms that contain specific features. Again, each
business is different, so this will vary. Look at the examples below
for ideas:
Wedding Photography Features

(e.g., Vintage, Beach, Destination, Asian Tea Ceremony, Korean
Paebaek, Photojournalistic, Candid, etc.)
If results are too vast, people will narrow the search with features
that their own wedding might have. These Tier 2 keywords may not
be in the permalink, but should be added to the body of the con-
tent.
Pet Photography Features

(e.g., [Your Location], Puppy, Dog, Kitty, Cat, Cute, Funny, Playful,
Park, Frisbee etc.)
These keywords are generally associated with pets. The more you
match up with the query, the higher the chance your website will be
deemed as more relevant.
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(e.g., [Your Location], Modern, Traditional, Candid, Adorable, Cute,
Maternity, Newborn for babies, etc.)
These keywords are generally associated with portraits. The more
you match up with the query, the higher the chance your website
will be deemed as more relevant.
This process is called targeting long tail keywords because searchers are looking
for more relevant search terms that may entail specificity. For example, someone
who Googles cameras will yield a lot of results. However, a searcher wont really
find something he or she needs until the query is narrowed down. The more specific
(or words used), the more narrow and accurate the results.
1. cameras
2. canon cameras
3. canon eos 5d cameras
The overall goal, as mentioned earlier, is to match as closely as possible to the que-
ried keywords. The more accurate, the better!
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Google Instant Keywords
Once you determine the Tier 1 and 2 keywords that are associated with your blog
post, go to Google and start typing in the keywords. Google Instant will predict
what you might type next based on what others have searched for in the past.
This is a good method to see what are popular search phrases and target them.
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Google Adwords Keyword Tool
Another strategy to see what others search for is to use the Google Adwords Key-
word Tool. Adwords is Googles advertising program. This system helps advertisers
determine which keywords to target their ads (SEM search engine marketing).
However, you could use this tool for ideas in optimization. The URL for this is
https://adwords.google.com/o/KeywordTool.
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To use it, insert your keyword and conduct a search. You may customize your
search with the advance tools.
The results from the search will yield four columns. You could customize the col-
umns based on number of results. As you can see from the results, most of them
contain Tier 1 keywords. However, most clients will add specificity because these
searches will yield a whole slew of generic results. This is why I suggest using com-
mon sense and focusing on the Tier 2 keywords as well.
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Content Strategy Keywords
Another technique to garner traffic for your website is to write helpful tips for your
craft. A lot of times, photographers only focus on posting portfolio photos, which is
really limiting.
A big market of people may not even know they want to hire a professional photog-
rapher until they see how good professional photos look like.
First, they would search for tips on doing it themselves. So, target those keywords
as well! Find out what they are researching and offer tips and ideas. By becom-
ing an authority figure in your field - through educating your readers - increases the
chance they will hire or refer someone to you.
Wedding Photography Venue / Location

(e.g., wedding photo list, wedding, photo booth, wedding decoration ideas, wed-
ding albums, etc.)
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Pet Photography Breed

(e.g., labrador retriever training tips, pet flea treatment, pet haircuts, etc.)

(e.g., baby photo props, senior portrait poses, what to wear for family portraits, etc.)
Dont limit yourself. There is endless content. And these are great opportunities for
you to showcase your professional photos and be an asset to enrich their lives.
Additionally, providing relevant content will reinforce your targeted keywords be-
cause Google will deem you as a resource for said topic.
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Google Related Searches
To further your content strategy efforts, explore other related searches people do.
This can help fuel ideas, thus more content and more chances of being found.
For example, I once was looking for organic ways to

handle aphids in my garden. I landed on a wonderful
website with lots of resources. After learning about
the use of ladybugs and other natural methods, I
purchased all of my products from said website.
So, be a resource to people. Build trust.
Aside from Google Instant, look at the bottom of

search results for related searches. For example,
under pet tips for summer, there are searches for
health and care ideas. Do some research and do a
competitive analysis and research.
If people find your website helpful, they will continue perusing. They will eventually
realize that you provide photography services and hopefully look into your coverage.
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Footer Keywords
Once you have determined

your targeted keywords, insert
them at your footer. This way,
the keywords would appear on Widgets are easy to add and use. For more information on how to
every Page without having you use one, please read this article -
to insert them. http://codex.wordpress.org/WordPress_Widgets
There are two ways to insert

keywords into your footer. First, you could modify your footer file (if you are familiar
with codes) or secondly, add a Text widget that has the same effect.
Some keywords might include: photography, wedding, engagement, pet, portrait,

baby, maternity and so forth.
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Implementation As A Blog Post
Now that you have gathered the targeted keywords that will be used, lets proceed
to implementing these ideas.
Lets add a new post on WordPress. To do so, go to Add Posts, then Add New.
Please note that this is the same when it comes to creating Pages.
Depending on the type of photography youre doing, your keywords will vary. The
areas that you need to be concerned about are the components mentioned in
Chapter 3 with some minor tweaks.
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Using the screenshot, Ive outlined the steps you should take along with examples
that could be followed.
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1. Category
Select the category that you wish to use.
2. Title
Insert a catchy title. It does not have to be optimized because we will override it
with the SEO plugin.
Wedding Photography
Example Title: SF Ritz Carlton: The Inseparable Jane and Jack
Pet Photography
Example Title: Dachshund: The Perfect Hot Dog
Baby Photography
Example Title: Cutest Baby Ever - Ryan!
3. Permalink
By default, it will convert your above title to a lowercase URL. You will click edit
and make it a human-readable with an SEO friendly title.
Wedding Photography
Since brides and grooms usually search for wedding photos at the
venue for inspiration, focus on those Tier 1 keywords.
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In addition, you could omit Jane and Jack from the URL because
people who dont know them wont search for them and those who
do will already have the link.
Default Permalink: sf-ritz-carlton-wedding-jane-and-jack

New Permalink: sf-ritz-carlton-wedding-photos
Hit the Edit button to modify the default permalink.
As mentioned before, you cannot have duplicate URLs. Therefore,

just in case if you already have a post optimized for sf-ritz-carlton-
wedding-photos, change the URL to something else that is SEO
friendly. For example, change photos to photography, photo, pic-
ture, pictures and so forth. You can also spell the abbreviated SF to
San Francisco for additional variation.
Make sure to separate all words in your permalink with a dash. When done, hit OK.
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Pet Photography
Unlike wedding photography where it is more straightforward with
Tier 1 keywords, other forms of photography like pets or portraits
will be suggested to combine Tier 2 keywords such as cute, puppy
and so forth.
Default Permalink: dachshund-the-perfect-hot-dog

New Permalink: cute-dachshund-puppy-pet-photos
In the above example, I used two Tier 2 keywords cute and

puppy in conjunction with dachshund, pet and photos.
Baby Photography
Since baby (or other forms of portrait) photography doesnt contain
specificity, I would advise to combine Tier 1 and 2 keywords and
your location into the permalink.
Default Permalink: cutest-baby-ever-ryan

New Permalink: miami-cute-baby-photos-in-basket
Because babies do not carry many features, we must rely on sur-

rounding props and location to make it more optimized. So, feel
free to replace basket with hospital, womb, flowers, tulle, cheese-
cloth, etc.
4a. Content
The body of the Post is where you will add the bulk of your text describing the
topic. While many photographers enjoy using photos alone to showcase their work,
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words are necessary for optimization.
As much as possible, try to include Tier 1 and Tier 2 keywords in the beginning and
surrounding the first photo (and all photos youre trying to optimize). Search engines
use keywords in the body to support the title, permalink and photos. This is called
Keyword Density.
You dont want your Keyword Density to be little or non-existent nor do you want it
to be so saturated to a point of it red flagged by search engines, which might lead
to a ban on your website. You know when your keywords are saturated when you
read it aloud and it sounds weird. Make it sound natural.
Using Jane and Jacks wedding, below is an example of inserting keywords. Note
how I varied the vocabulary (e.g., photo, photographs, picture) and did not abbrevi-
ate industry words (e.g., e-sesh for engagement session).
Jane is a foodie. Jack is a techie. The two of them met while work-
ing at Yelp. How befitting!
It was just another Monday in San Francisco when Jane was try-
ing to take an artistic photo of her lemon cake dessert at work a
habit she and I arent about to kick. After struggling with poor
lighting and impatience, she threw her hands up in the air flustered.
Jack, bemused the entire time and enchanted by her crimson hair,
mustered up the courage to walk over and offered his help.
What started as a shared lemon cake led to this weekends beauti-

ful wedding at San Francisco Ritz Carlton Their engagement
photographs can be found here.
[insert photo]
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[insert photo]
If one picture could epitomize their union, it is this round lemon

cake coming full circle.
[insert photo]
The key is to mention the key-

words without having to repeat
it too many times. This is the
same for other types of pho-
tography posts. Make sure to
include lots of keywords like,
dog catching frisbee.
For further steps, you might

need to work in HTML mode
(instead of Visual). To switch, To add Header Tags or modify your codes, hit the HTML button.
hit the HTML tab on the upper
right corner of the content area.
4b. Other Searchable Content
Other helpful content for viewers include detail on venue and vendor(s) if applicable.
Adding the name and address to a venue / location can be used to reinforce the
content (targeted keywords) and to give you more searchable content. For ex-
ample, people looking up the address for Griffith Observatory might stumble upon
your site. While their intentions may not be to take engagement photos, they might
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bookmark your site if your content is compelling enough.
Including the names of vendors you worked with for a shoot (e.g., florists) is not
only karmic, it can be searched for. A lot of times, many vendors dont have good
and high ranking websites. So, by including their names may help them get more
exposure, it will inevitably get you more traffic. For example, I get notable traffic for
people who have commented on my site because of my high PR. The commenters
names became searchable.
4c. Header Tags (optional)
Header Tags not only add a breaker in the text, they tell search engines that you
have content that is about that tag. So, if the post is about weddings, add a tag
that mentions weddings (or pets, babies, seniors, family, etc.).
To add a tag, insert your title in between <h3> and </h3>. Generally, your blog title
is <h1> and your blog post title is <h2>, so you dont want to rival with existing
headers; that will cause confusion.
If youre not comfortable with using Header Tags, ignore this section. Otherwise,
check out how the codes might look like.
Depending on how your CSS (cascading style sheet or customizations) are made,
your header will look different than mine.
Adding headers is not entirely important for blogs, but if youre competing for a
popular term, it wouldnt hurt to add one.
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This is an example of an h3 Header Tag in codes. You have to be in HTML view to do this.
Depending on how your theme is designed, your Header Tag will look differently on your blog.
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5. Images
Photos do not contain words, so how do search engines know what the photos are
about? There is technology to recognize color and faces, but thats not accurate
enough.
I put an Alternative Text to describe the photo. The Title section is for Links (described in next section).
To give photos a description, there are two ways to add specificity. First, add pho-
to or picture to the filename. In Jane and Jacks case, I will name and number the
photos as: sf-ritz-carlton-wedding-picture-01.jpg, ...-02.jpg, ...-03.jpg and so forth.
Next, add a description to the Alternative Text (alt tag) for images. The purpose of
Alternative Text is so that users who turn off images on browsers will see the alter-
native text that describes what should be there in place a blank area. Search en-
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gines love this.
Personally, I like to mix up the keywords. Notice that my filename ends with pic-
ture, but my alt tag is photo. I duplicated my alt tag for my Title Tag. I will de-
scribe what a title tag is in the next section.
Youre welcome to add other descriptive words like black and white.
6. Title Tag
An alt tag describes what a photo is. A title tag describes what a link is.
For example, if I wanted to tell search engines that my fictitious friends blog is all
about food photography, then the code might look something like the following.
Going back to the earlier section about Images, if you decide to add a link to the
photo, the title tag will reinforce what that is.
Additionally, if you add links that pertain to the content of the post, it will fortify
whatever youre aiming to optimize. Aside from strengthening your blog posts pur-
pose, outbound links do not help your PR. It only helps others.
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7. SEO Title
Using the plugin feature below the Content, we will modify the Page Title. As of right
now, it will use whatever blog post title you have, which might or not be optimized
for SEO purposes.
Therefore, we will use the plugin to override its existing title. If you recall from Chap-
ter 3, Site Title tags appear in the first line of search results (usually in green for
Google). Remember that youre limited to 60-70 characters including spaces (de-
pending on the search engine).
So, below are some suggestions for overridden and optimized titles.
Wedding Photography
Default Title: SF Ritz Carlton Wedding: Jane and Jack
New SEO Post Title: SF Ritz Carlton Wedding Photos
Pet Photography
Default Title: Dachshund: The Perfect Hot Dog
New SEO Post Title: Cute Dachshund Puppy Photos
Baby Photography
Default Title: Cutest Baby Ever - Ryan!
New SEO Post Title: Cute Baby Photos in Basket
Now, just because you have 60-70 characters allocated for your Title, that does not
mean that you have to use it completely. Earlier, I talked about how your Site Title
follows your Post Title for additional keywords. This is a feature with WordPress and
All In One SEO Plugin.
For example, lets pretend that your baby photography blog Site Title is Miami
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Baby Portrait Photographer and your SEO Post Title is Cute Baby Photos in Bas-
ket.
In WordPress, the Site Title is automatically added to the end of your Blog Post Title. Therefore, you wont need
to stuff your blog post title with keywords. The most important ones from your Site Title are included. So, no
need to try to maximize all 60 character space.
On search engines, your full title will read, Cute Baby Photos in Basket | Miami
Baby Portrait Photographer. And guess what? That title is 61 characters long, so
you get to specify that youre a Miami based photographer with cute portrait photos
of a baby in a basket!
So, without having to stuff keywords into your Title, the plugin automatically pulls
your Site Title keywords, which are generally your most important ones anyway.
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8. Meta Description
Meta Descriptions are very important in search engines. I talked about them in
Chapter 3 Section 2. Using the SEO plugin, you could specify what you want to ap-
pear in your description.
If left blank, WordPress will automatically generate a Description using your first
140 characters of your blog post. While this might be convenient, your introduction
might not have targeted keywords, so be sure to fill it out yourself.
Search engines detect 160 characters, but WordPress includes a

date in front, which is why youre limited to 140 instead.
Be sure to avoid repetition. And try to include as many keywords as possible. Using
Jane and Jacks fictitious wedding as an example, this is what I wrote in the Meta
Description box.
If unavailable, WordPress automatically generates a Meta Description with the first 140 characters of your blog
post. An SEO Meta Description overrides everything. Be sure to not repeat while inserting targeted keywords.
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This example slightly exceeds the 140-character limit, which is fine because I dont
need happiness to be optimized. The keywords that I was targeting: photography,
photos, pictures, beautiful, wedding, Ritz Carlton, San Francisco and SF. I did pretty
well, right?
9. WordPress Tags
Similar to Categories, WordPress Tags serve to organize similar Posts without hav-
ing them be in the same Category.
For example, lets say that I photographed a wedding in France and visited the
country for fun on another occasion. While the two might be categorized differ-
ently Weddings and Personal, respectively I could tag the two with the keyword
france. So, when someone clicks on my france tag, these two Posts (along with
any other tagged with france) will appear.
While this is a good way to arrange your content, this is good for SEO as well for
two reasons.
a. Tags are searchable on search engines, thus doubling your chances of appearing
in results.
b. Tags internal linking will share PR among your own blog Posts.
Good tags are simple keywords. Avoid redundancies like pet photography or other
forms of photography because its already salient with your blog Title and other
aspects. You may add more than one tag per post, but remember to separate them
with a comma. Moreover, you want to keep all tags lowercase just like the URL in
permalinks or slugs in Categories; just part of web standards.
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10. Publish
When ready, hit Publish. Give it some time and then check out where you rank on
search engines. Remember to view in Private Mode or else youll have positively
skewed results.
Result ranking changes all of the time, so check every so often.
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Implementation For Your Site
Unlike a blog post, your sites index or homepage content is static. It wont change
very often, so you have to be strategic. All of the rules above apply here as well -
title, meta description, content, etc. This is the area where you might target more
global terms because your homepage will generally have the highest PR. Most
people will link to your site; not a blog post.
In the earlier section, I used Miami Baby Photographer. It follows after the blog post
title, so its an added convenience.
Hint: if you only shoot in a certain area, you can add that target
keyword as a category permalink keyword. For example, it can be
... yoursite.com/miami-newborns/cute-baby-photos-in-basket/
In WordPress, the Site Title is automatically added to the end of your Blog Post Title. Therefore, you wont need
to stuff your blog post title with keywords. The most important ones from your Site Title are included. So, no
need to try to maximize all 60 character space.
Its not as applicable for wedding photographers because brides rarely look at
global regions opposed to venue names (e.g., Ritz Carlton). Brides generally book a
venue before looking for a photographer.
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6. Applying SEO Strategies Part 2 - Ad-

vanced
Applying SEO Strategies

Part 2 - Advanced
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Google Profile Local Listing and Maps
Did you know that you could create a web profile on Google? First, you will need
a Google account; this includes a Gmail account. You can setup a profile here:
https://accounts.google.com/SignUp.
Once youre all setup, go to Google Places and get started.

http://www.google.com/places/
Go through the setup by adding your address, phone number and etc. Unfortunate-
ly, you cannot add P.O. Boxes.
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Notice how the search results include a description, but most importantly photos!
You may add up to 10 photos, but make sure your first three in the excerpt area are
extra stunning. If you have a YouTube video that represents your studio, you can
add it to this profile as well. Lastly, dont forget to include your website link.
Remember that location results (if applicable) generally precede web search results.
And if you dont have a studio address, dont worry. You could simply get a UPS
box and voila! Problem solved. Make sure to get it somewhere dead center of your
targeted area. P.O. Boxes do not work.
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Google wont allow just anyone to add any address. After you have filled out the
form and submited it, you will be sent a physical postcard with a unique pin number
to confirm that address. If not, there will be countless fictitious locations.
Google mails each added location a physical letter with a pin code to confirm its exis-
tence.
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How to Handle Large Posts
Lets imagine that you photograph a subject or event that could be optimized for a
number of things. For example, a wedding ceremony could be at a cool church, but
the reception is at an equally cool venue. Which to optimize for?
Do not be afraid to split posts to optimize for various terms. Just remember to have links connecting the two
posts.
Simple. Break apart the posts. Title one blog post Part 1 and the other Part 2. This
lets readers know that there are multiple segments to this coverage.
When you split posts and label each as Part 1 or Part 2, dont for-
get to override via the SEO Title and Permalink because optimizing
for part-1 and part-2 are not helpful.
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Reinforce Internally
When you create outbound links, they help reinforce the content that you wrote.
However, as mentioned earlier, it doesnt help with your PR; it helps whomever
youre linking to.
Therefore, always link internally as well. Dont get carried away though and put links
everywhere. Too many links create distractions. People wouldnt ever finish a blog
post with so many links to read. These are called calls to action. Too many calls or
choices can be paralyzing.
All in all, internal linking shares the PR you have with yourself. Each Post and Page
has a different PR some higher and some lower. You can find the number of inter-
nal links in your Google Webmaster Tools (discussed in Chapter 8).
For WordPress Users: An efficient way of creating internal links is

installing a plugin called, Efficient Related Posts. It automatically
creates links to related posts at the footer / bottom of your content
and usually before the comment section.
http://wordpress.org/extend/plugins/efficient-related-posts/
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Should You Change Old Existing Posts?
Lets just say that youve been blogging for a long while and already have lots of
posts, you might have concerns regarding the changing of existing posts or pages.
Below are some scenarios to consider.
Changing of Title
If you change the title, there are no major detrimental effects. In fact, you might im-
prove your ranking. I change my titles with an SEO plugin all of the time.
Changing of Permalink Settings
Whether youre changing from Default (e.g., website.com/?p=123) or [month]/[post]

(e.g., website.com/2012/07/post) to something else like [category]/[post], Word-
Press will automatically update the links with Redirects.
Redirects are codes in a file called htaccess that redirects traffic

from an old link to a new link. All in all, no traffic or PR would be
lost.
The only thing you would be losing is any social media stats. For example, if you
have 12 Likes for an old link, the new link will reset it to zero because social media
wont realize redirects.
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Changing From Default Permalink Setting
If youve never used Permalinks before, youre in luck because no damage would
happen. Chaning a link from dynamic setting to permalink setting does not cause
any disruption to traffic. You could easily create new URLs from your Default
(.com/?p=123) to anything you want. All in all, no traffic or PR would be lost.
Changing of Permalinks
If youve been using Permalinks all along, then youll have a hard decision to make.
When you change a permalink from one URL to another, you will create a broken
URL. This means that if a user (or Google) goes to that old URL, a 404 Error would
appear saying that the Page no longer exists.
404 - Not Found is an error message created by servers indicat-

ing that the user was not able to communicate with the server.
This is common for broken or dead links. If the link is not updated,
Google will recognize it in Webmaster Tools (read in next chapter)
and might dock your ranking.
The last thing you want are broken URLs. Thats a loss in traffic and PR. However,
Google would eventually (and quickly I might add) update their system if you fix
those links and you can start ranking with the new changes.
Unless you have relatively massive traffic like New York Times, I would change the
links. Remember to change the internal linking you have in blog posts too because
theyll send traffic to a broken post.
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Content and Meta Descriptions
Changing the content and meta descriptions would not cause major disruptions to
search results - search engines just need to update their databases. So feel free to
tweak things until they youre satisfied.
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Lacking Content
So far, it seems as though that you can only optimize for portfolio shoots that you
have done. In the event that you want to expand your reach, simply write about it!
For example, one time I went to Cancun, Mexico for vacation. I took some photos
and expressed on my blog how I want to shoot there. I also mentioned activities I
would do, which resorts I would stay at and poses I might conduct.
Each resort was a single blog

post / page, fully optimized for
that location with some stock
images (e.g,. details, poses, etc.).
Within a few months, I booked
multiple weddings to Mexico.
Theres no rule that you cannot
optimize for places you havent
photographed at (e.g., wedding,
event, party). Be flexible.
Needless to say, I expanded my

reach and blogged for other areas
as well. Its almost as simple as
that. If you dont want to go this Did anyone ever say that you cannot use a photo of a labrador
retriever to promote a free corgi photo session? Content is
route, offer free sessions. content. Just be sure to have good context.
You could blog about free sessions right? Like free portraits of corgis? Even if
youve never photographed a corgi, theres no rule saying that you cannot write
about it. Optimize for that ... and voila. Also, reference to the previous section on
Content Strategy for more ideas.
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Avoid Doing These
There are certain actions that are considered Black Hat SEO, which are disap-
proved techniques that are used to keep rankings high. If caught, using these
methods would lead to an automatic penalization and potential removal from search
results.
Keyword Stuffing
Keyword stuffing is a tactic whereby a user would stuff the Meta Tags and content
full of targeted keywords. When search engines realize that there is a high keyword
density for certain words, it could lead to an automatic banning of the website from
search results.
There are tools out there to measure your keyword density, but no one really knows
the algorithm of search engines, so its all a guess. My suggestion is to simply read
it aloud. If it sounds funky, then thats no good. Write naturally.
Link Exchange Farms
Link exchanges are fine because theres no rule about linking to friends. However,
dont get involved with sites that strictly do that. Stay away from them.
If you decide to join a link chain with others in your industry (a system of linking
to each other), try to keep them to blog posts rather than a dedicated page with
exchanged links. The latter is easily detectable. For example, you could write blog
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posts about friends in your industry with a link and still be in the clear. This would be
deemed as content, which search engines like.
If you want to quickly increase your PR, I have multiple websites that have high
PRs where you can rent an ad space that links to your site without requiring an
exchange. Additionally, those sites barely link out, so its link value is very high. Email
tofurious.staff@gmail.com to see if you qualify. Spaces are limited to maintain the
value of PR.
Lastly, you could create a Facebook Group strictly for photographers promoting
each other. Find people you wont compete with geographically or by craft (e.g.,
wedding photographers and food photographers) and link to each other.
Cloaking
Cloaking is when you try to hide content from readers, but not from search engines.
For example, if you make text the same color as its background (e.g., white text on
a white background), it becomes invisible. Another method is to make the text so
small that its not legible.
Cloaking is an attempt to optimize for certain keywords without having users see
the jumbled text. This is considered Black Hat and would probably lead to an im-
mediate ban.
There are exceptions when content is hidden with Javascript like an accordion
effect. An accordion effect is when a user clicks on a button and text or images roll-
out as part of the user experience. However, Id still advise to be careful and dont
overdo it.
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Duplication
Plagiarizing others and yourself can be detrimental. In a way, this is also a keyword
stuffing tactic pet photographer pet photographer pet photographer pet photog-
rapher pet photographer pet photographer pet photographer pet photographer pet
photographer pet photographer pet photographer pet photographer pet photogra-
pher.
Obviously, avoid the above.
Pet photographer pet photographer pet photographer pet pho-

tographer pet photographer pet photographer pet photographer
pet photographer pet photographer pet photographer.
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7. Other SEO Considerations
Other SEO
Considerations
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Aside from proper keyword placement, there are a number of items to consider. A
lot of these new conditions were implemented due to recent changes (e.g., Panda).
Age
As you pay more attention to PR and content, youll realize that some inferior web-
sites will outrank others for the oddest of reasons - sometimes even with a lower
PR. It could be because the website is very old.
The older the website, the

more credibility itll have, espe-
cially if it retains the same good
content. Theres nothing you
can do about the age of your
website, except to wait and
garner more links.
However, if you decide to open

a new business in the future,
register the URL immediately.
Its sort of like getting a drivers
license early on. Even if you
dont drive, your insurance will
be lower in the future because
of the many years of experi-
ence.
Like some wines, the longer its age, the better. Similarly, the older
So, if you could get a link from the website, the more credible it becomes.
an old website, props to you!
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Design
Surprisingly, design matters. If you think about it, how does a computer (e.g.,
Google) know what looks good and what does not?
Codes
Clean codes are important to good SEO. This area is sort of out of your control
unless you programmed your own website or theme. However, if you use a theme
from a reputable source, then its very likely that the developer put all of this into
consideration already. Im only talking to those who coded their own websites.
Load Times
As part of Pandas update,

Google now considers the load
time of websites. Slower web-
sites get penalized.
This is why the preference for

good SEO is still dominantly
HTML and not Flash websites.
Flash takes a while to load.
Slow load times would lead to penalization. Slow hiking would lead
Another factor that affects load
to walking in the dark. Avoid both.
times is hosting. Some shared
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servers are slow, while others are faster. Of course, faster hosts cost more money,
so theres an additional cost to consider for good optimization.
Having this dilemma, keep in mind that larger photos take more time to load, thus
potentially affecting your search engine positioning. Personally, I think blog posts
should be confined to no less than two images (for search results) and no more
than a dozen. Additionally, stick with 72 DPI because thats the screen resolution for
most monitors. I know that Apple Mac Books now have retina displays, but it wont
be mainstream for a long while.
Above The Fold
In Googles April 2012 update,

Penguin considers the quality of
content above the fold. Above the
fold is a design term that references
to the most appealing content that
exists above a newspaper fold. In
a website, its what users first see
when they load the site area vis-
ible without having to scroll.
This is a relative concept because

of differing screen sizes and mo-
bile viewers. Just keep in mind to
have your best content displayed
immediately, which is why super
large banners is probably not very Anything above the fold is most important. Your website
good; its not only non-descriptive, it should reflect the same.
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increases load times. If you decide to use large banners, make sure that alt tags are
implemented.
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Frequency of Content
All search engines have something called bots. These bots crawl your website and
send the information back to search engines to process.
A higher frequency of posts means that you have content to divulge to the world.
As a result, youll be deemed as a valuable resource for readers, thus getting you
higher rankings in search results. As an outcome, the Google bot would crawl your
website more often and give you prominence over competitors.
However, dont produce lots of content just for more indexing of your pages from
Google bots. If readers unsubscribe from your posts, then that can hurt you. I will
discuss how you can see if people leave your website in Chapter 8 Bounce Rate.
Blog Search
Whether youre using your site for portfolio or blogging purposes, any CMS with an
RSS (really simple syndication) allows search engines to sync up. Therefore, any
content that you push out would be present virtually immediately in search engines.
RSS Definition A web feed that synchronizes the distribution of

updated work, such as blog posts.
Remember that Googles job is to organize data in the fastest possible way. Having
an RSS permits them to categorize content without having to crawl the entire Inter-
net, which could be days or weeks before they visit your site again.
For more information about Google Blog Search, visit http://www.google.com/

blogsearch.
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Multiple Websites
In Chapter 4, I mentioned that search engines only allot two spots (out of 10) for
search results from a single website source. Ergo, to be able to take up more posi-
tions, you have to utilize multiple websites.
During my SEO workshop tour in 2009, for fun, I optimized five

different websites I controlled to take up all 10 spots of a single
search term. So, the entire first page of Google was all me.
Just in case if you do not have multiple websites, you can take advantage of other
forms of social media. Optimization for these outlets work exactly the same way as
a website. For example, a YouTube video has a Title, Description and Tags. Sound
familiar?
Like Andy Warhol, you could repurpose content into different formats. Similar to web results, repurpose content
into still photos, video slideshows and others.
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If you optimize your Youtube and Vimeo video, Facebook post, Twitter tweet, Tum-
blr post or Google Plus update, they can help you take advantage of more positions
on Google.
Just in case you do not have a video for your photo shoot, its really simple to make
a slideshow with music, right? The bottom line is not to limit yourself to one source.
Dominate the web!
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8. Measure
Measure
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There are a number of resources to measure traffic and incoming links, but nothing
beats Google Analytics and Google Webmaster Tools. While there are countless
items to analyze using these two softwares, I will focus on the main items listed in
each subsection.
Google Analytics
Google Analytics is a free program offered by Google to analyze the traffic data on
your website.
http://www.google.com/analytics/
Gain insights that matter via Google Analytics.
To begin, you will have to create a Google account (Gmail counts) and install some
code onto your website. This is to verify that you own the website. It would be
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terrible if someone had access to your websites data!
If you have WordPress, you could install a plugin (http://wordpress.org/extend/pl-

ugins/google-analytics-for-wordpress/).
When you have it installed, login and start exploring!
Visitors Overview
Audience -> Overview
Once you login to Google Analyt-

ics, the first page youd see is
the Visitors Overview Page. I am
using a sample website to show-
case the information in the graph-
ics. Your data will definitely be
different.
The top has three options

Home, Standard Report-
ing and Custom Reporting.
Home has some neat features not showcased in Standard Reporting of

which I will discuss in the next section. Standard Reporting is where you will
spend most of your time analyzing your data. Custom Reporting is if you
wish to create a custom report with, lets say, certain keywords.
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The left column has multiple options all of which are worthy of exploring on
your own, but I will highlight some important tabs.
The right column has the stats, graphs and data.
Looking at the first page under Audience Over-

view, you will first find the number of visitors
per day over the course of a month. You can
change the graph starting and ending dates
and traffic per hour, day, week and month, on
the top left corner.
Below the line graph, youll find various data.

Ive listed some handy definitions given by
Google.
Visits is the number of visits to your site.
Unique Visitors is the number of undu-

plicated (counted only once) visitors to
your website over the course of a speci- You can alter the dates analyzed along with
fied time period. the traffic changes by hourly, daily, weekly
or monthly.
Pageviews is the total number of pages
viewed. Repeated views of a single page are counted.
Pages/Visit (Average Page Depth) is the average number of pages viewed

during a visit to your site. Repeated views of a single page are counted.
Bounce Rate is the percentage of single-page visits (i.e. visits in which the
person left your site from the entrance page).
New Visits is the representation of visits that were first-time visits (from
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people who had never visited your site before).
Returning Visits is the representation of visits that were not first-time visits.
Average Visit Duration is the average time duration of a session.
If you dont see a definition listed above, you can easily roll over the terms on
Google Analytics and a definition will pop up.
Mobile Overview
Audience -> Mobile -> Overview
Since more and more people are exploring content

on mobile and tablet devices, this page will be-
come increasingly important on deciding whether
or not to convert your website to partial or full
mobile.
Traffic Sources
Traffic Sources -> Overview
This page is critical in understanding where your traffic is coming from. There are
essentially three types of entry.
Search Traffic refers to the type of traffic that found your website through a
search engine.
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Referral Traffic refers to the

type of traffic that found your
website through a click from
another website (e.g., friends
blog) or social media channel
(e.g., Facebook link).
Direct Traffic refers to the

type of traffic whereas people
typed your URL into the
browser bar or clicked from a
saved bookmark.
Using this data, you can find out where you want to focus more effort and to see if
what youre doing is paying off (or isnt paying off).
Traffic Sources -> Sources -> Search -> Organic
This organic search page illustrates the keywords

used to find your website via Google. You can click
on each individual keyword to see how many visits
you got that time periord using that keyword.
Keep in mind that misleading keywords would lead

to a removal of your site for that term. For example,
I optimized a post for Santa Monica (a city in Los
Angeles County, California). Google thought Moni-
ca Wedding was a related topic.
Since I got a high bounce rate, Google immediately

pulled my website from that search term since it
wasnt what people were looking for. Obviously, you dont want a high bounce rate.
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Since I had a high bounce rate for a term that wasnt correlated with the content of my site, Google immediately
removed me from that search result. You can see in the graph that there was a spike for monica wedding,
which was removed two days later.
Just in case you get a lot of traffic from people searching your name, which will evi-
dently pull up your website, you could remove that keyword from your data to give
you a more accurate organic search count.
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To do so, use the advanced search function and exclude any keyword you want.
You could customize it further if you want to refine your results.
Im not very interested in knowing how many people found my website by typing in my name, so I could create
a custom search by including or excluding certain keywords.
Content Overview
Content -> Overview
If youre interested in seeing which pages draw

the most traffic, then the Content Overview will
help you understand your visitors a bit better.
Two aspects that might interest you are Landing Pages and Exit Pages.
Landing Pages are pages where users enter your website from.
Exit Pages are pages where users exit your website from.
If you select a specific page, you can track its navigation summary (where users
clicked before landing on that specific page and where users clicked to next) by
selecting the tab above the line graph.
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In the Navigation Summary, you can see the previous page (if applicable) where users were on before reaching
the current analyzed page. Conversely, you can also see the next page (if applicable) where users clicked to
next.
In-Page Analytics
Content -> In-Page Analytics
Its nice to see all of these numbers on a graph, but wouldnt

it be great to see it visually on your actual website? Well,
worry not. Googles got you covered.
If you load up In-Page Analytics, you can actually see the

percentage and number of clicks for all available links on
your website.
Once you have In-Page Analytics loaded, you may open a
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new tab or browser window and see all of this data on your website or view within
the Analytics page.
From my Analytics, I could see that most people click on Blog to see all of my post - specifically 28%.
Real-Time Data
Home -> Real-Time -> Overview
There is a ton of information that

you can analyze in the Standard
Reporting, but there is a nifty tool
that Google integrated that is still
in beta mode Real-Time data
which is located in the Home
section.
It tells you the number of viewers on your website in real-time along with the per-
centage of new versus returning visitors. Wicked stuff.
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This is helpful to see how fast people visit your site if you launched an email cam-
paign or social media broadcast Facebook, Twitter, Pinterest, etc. Additionally,
Google notes whether the visitors are Returning versus New visitors, where visitors
are referred from, what city visitors are from and keywords used to find your web-
site.
Googles Real-Time data is helpful to see information on active real-time users.
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Google Webmaster Tools
Similar to Google Analytics, Google Webmaster Tools has a wealth of information

that could take up hours of analysis. And its free!
http://www.google.com/webmasters/tools/
To begin, you will have to

create a Google account
(Gmail counts) and install
some code onto your
website. This is to verify
that you own the website.
It would be terrible if some-
one had access to your
websites data!
If you have WordPress,

you could install a plugin
(http://wordpress.org/
extend/plugins/official-
google-site-verification-
plugin/)
When you have it installed,

login and start exploring!
Google Webmaster Tools allow you to configure your site URLs and how they might
appear on Google. Additionally, you can control Googles crawl rate or find out bro-
ken links on your site, which are bad for optimization, and much more!
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There are a lot of features with this tool - and will always be expanding - but I will
only focus on two of which would be most useful to you.
Links to Your Site
Traffic -> Links to Your Site
Since building PR requires external links to your site, a helpful tool Google has pro-
vided is a database of all links coming in.
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Not only can you see who linked the most, you could also find out which were the
most recent links by downloading the latest links in a spreadsheet. To get to this
page, click on the More button under those who have linked to you.
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Internal Links
Traffic -> Internal Links
While it is important to get external links to your

site, it is equally critical that you link internally. This
includes common tags, categories or direct links to
specific pages or posts.
Your index or home page will usually have the most

links. This is important to consider because you want
to know which internal pages to boost. Remember
that internal pages have their own PRs and they all
vary.
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9. Checklist
Checklist
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If youre here, then that means that youre an SEO whiz now. The next step is to
implement the strategies.
There are a lot of items to configure for an optimized website. However, some set-
tings are one-time, while others are more frequent.
If you do everything correctly coupled with a good PR, you will rank highly. Using
the blog post for SF Ritz Carlton, I ranked number 1 within two days! This result
may change, but Im rather pleased for now. Remember to test in Incognito mode.
Testing in Incognito Mode, I was able to rank quickly for my desired search term based on the written strategies
in this book.
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With the proper alt tags and surrounding text to support the picture, one of my two photos
made it to the search results.
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Below is a checklist for whenever you create a blog post. The global (one-time) set-
tings are mentioned in Chapter 5.
For the more frequent items (e.g., writing new posts) use this checklist until you get
the hang of things!
Did you:
Insert a clever Blog Post Title that will encourage clicking

- Use: 10 Sure-Fire Blog Post Title Templates That Work
http://www.tofurious.com/marketing-tips/10-sure-fire-blog-post-title-tem-
plates-that-work/
Modify permalink, so that its optimized
Insert content that includes targeted keywords at least once
Insert at least two photos with targeted alternative tags
Try to insert an internal link to relevant content with targeted title tags
(Optional) Try to insert an external link to relelvant content
SEO Plugin: Override Blog Post Title with targeted keywords

(60 characters)
SEO Plugin: Override Blog Post Meta Description with targeted keywords
(140 characters)
Select the appropriate Category
Insert relevant Tags
Publish
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Share on social media channels - especially Google+
Find online publishers to feature article

(e.g., if youre a member, post excerpt onto http://www.weddingportrait-
photographer.com)
Create YouTube and Vimeo slideshows
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10. Boost
Boost
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I know that there is a lot of work ahead. Optimizing a website to increase traffic
takes a lot of work.
Its not easy to do alone.

I mean, where are you
going to get lots of
powerful links from other
photographers (a.k.a.,
competitors) to boost
your PR?
If you want to jump-start

your SEO adventure,
I offer a couple of ser-
vices for members.
First, I have a number of

old and powerful web-
sites with high PRs to Grow your business with other like-minded photographers.
link from. Members can
rent ad space with direct links from there.
Additionally, members could write excerpt articles linking to your full post on your
website. Remember that whole bit on having multiple websites to take over Google
search listings? Well, since my sites have high PRs, chances are theyll be on top.
I will personally review all drafts before posts are published on my

sites to maximize optimization. This will help you draw traffic for
either multiple keywords or from various sources.
Secondly, as a member, you can be a part of an intimate Facebook community

where you may post questions, receive SEO updates from me and share links with
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other members!
SEO is always changing. For example, Google is beta testing the integration of
gmail entries into search results. Their goal is to make it more personal. Whether it
becomes permanent is still unknown. Whether it does or not, I will be sure to share
information about it in the Facebook group.
Google is beta testing the integration of Gmail results into searches.
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Another benefit of the Facebook group is having the opportunity to exchange links
with other photographers to boost your PR. You wont have to worry about compe-
tition too because there will be a variety of photographers.
People will be from different crafts (e.g., if youre a wedding photogra-

pher, you could exchange links with a baby photographer).
People will be from different locations (e.g., if youre from California, you
could exchange links with a photographer in Texas).
When youre ready, visit http://www.weddingportraitphotographer.com to get

started! Get ready to own the web :)
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11. Store and Affiliates
Store and Affiliates
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If you enjoyed this book and think it will

benefit others, you might as well make
some money while helping your peers.
The link below is to join an affiliate program

where youll make a percentage from every
sale.
http://www.tofurious.com/affiliates/
You can also visit the Tofurious Store to

see other cool products carried. There are
even free e-books and other tools!
http://www.tofurious.com/store/
Lastly, to be abreast on all updates from

Tofurious, dont forget to sign-up to be on
the email list :) Free fortune cookies inside.
http://www.tofurious.com/subscribe/
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MARKETING STRATEGIES FOR SMART PHOTOGRAPHERS

Found - Be Discovered By Those Who Matter

Copyright 2012 by Tofurious

No part of this publication may be reproduced, stored in a retrieval system, or trans-

How to Use this Book 9

Site Title (Public) 28

4. Components of Search Results 42

Website Search Results 43

Image Search Results 44

5. Applying SEO Strategy Part 1 - Implementation 46

6. Applying SEO Strategies Part 2 - Advanced 81

Google Profile Local Listing and Maps 82

7. Other SEO Considerations 94

Google Analytics 103

Visitors Overview 104

10. Boost 122

11. Store and Affiliates 126

Im Lawrence Chan and Im a marketing strategist for smart photographers.

How to Use this Book

This book starts out pretty nerdily (I

The second half of the book will be

Best enjoyed slowly, with a highlighter

You wouldnt be so fortunate

For the sake of consistency,

How SEO Works

One of the biggest influences is Google PageRank or PR for short. PR is a mea-

Once installed, it should appear above your toolbar.

The more links (hopefully strong ones), the better.

To put it into perspec-

Therefore, if youre a pho-

A rel=follow link is a link

An example of a nofollow code would look like the following:

<a href=http://www.yourwebsite.com rel=nofollow>Link</a>

To see whether someone put a nofollow tag on links, you have

<a href=http://instagr.am/p/LqfFdnNxVL/ rel=nofollow>

How to Get Links

a. Website A will link to Website B.

b. Website B will link to Website C.

c. And Website C will link to Website A.

A good place to start is http://photography-on-the.net/forum/. This forum

Always Changing Algorithm

Influenced Results Google Plus

Google Plus (or

dog grooming, a number of websites will come up.

Currently, if you look up your targeted keyword without logging out,

Below are some of the names for various browsers.

Google Chrome: Incognito Window

Firefox: Private Browsing Window

Safari: Private Browsing Window

Internet Explorer: Private Browsing Mode

Before optimization, you must first understand the components of a webpage to

Site Title (Public)

Something to keep in mind is that search engines only read up to

For example, a title like Houston Wedding Photography | Destination Photogra-

[post title] | [site title]

WordPress users wont need to work with codes. Additionally, there

To modify your Site Title, you have to go to

Your first few keywords are very important

Meta Description (hidden)

When it comes to coding, it looks like something like below:

<meta name=description content= />

Meta Keyword Tag (hidden)

Using my earlier permalink example (http://www.tofurious.com/marketing-tips/