Marketing in New Media
Marketing tips for photographers in the Internet era
New free microstock submission service LightBurner keeps adding new functionality. The latest update includes more new stuff in the Analytics sections of the subscribers account.
In this post I will review the first group of LightBurner’ Analytics tools, discussing how they cgoan help you to sell more photos via microstock photography sites.
Disclaimer: all numbers, stats and graphs in this posts are used for illustrative purposes only. They may or may not be based on the real statistical data.
LightBurner Analytics: The SEO Group
This group of graphs shows the current status of customer’s LightBurner portfolio from the SEO perspective. Microstock is a part of the Internet domain and online stock photography agencies play the Internet game following the common SEO rules. If you want your images to sell well you also have to know these rule and to follow them. For a large and quality online portfolio SEO-compliance is probably one of the most important success factors, particularly on the highly competitive microstock market.
Microstock agencies use image metadata in searches, and embed it into dynamically created web pages when showing images, categories, authors portfolios and similar.
Most online stock photography agencies will use a stock image title as the title of the dynamic page, created for that image. See “Beautiful blonde woman” text in the browser’ title bar on the top of the image above? This is the image title taken by iStock system from this image’ IPTC/XMP metadata on upload, and saved in iStock database. Now this title is displayed each time a page for “Beautiful blonde woman” is viewed. The title is also repeated on the web page itself, describing the image to the buyers and to the search engines.
Search engines pay special attention to pages titles because this is what they display in search results as hyperlinks.
Keywords are probably less visual on this iStock page, but definitely not for the search engines. Keywords come at least twice on a stock image page at major microstocks: once as HTML metadata, and the second time as visible hyperlinks helping to perform a search by that keyword. Here are the keywords for this page embedded into HTML metadata:
<!DOCTYPE html><html><head><title>Beautiful blonde woman | Royalty Free Stock Photo Image | iStockphoto.com</title><meta charset="utf-8"> <meta name="language" content="EN" > <meta name="title" content="Beautiful blonde woman | Royalty Free Stock Photo Image" > <meta name="description" content="Royalty Free Stock Photo, Beautiful blonde woman, copyright gruizza, iStockphoto LP" > <meta name="keywords" content="Beauty, Beautiful, Blond Hair, Blue Eyes, Carefree, Caucasian, Close-up, Copy Space, Color Image, Cute, Looking At Camera, Human Face, Female, Human Finger, Ring, Earring, Teenage Girls, Women, Human Hand, Human Head, Horizontal, Head And Shoulders, Make-up, Candid, Nature, Mouth Open, People, Photography, Purity, Sensuality, Naked, Sex Symbol, Studio Shot, One Woman Only, Young Adult, One Person, Expressing Positivity, Young Women, Only Young Women, Front View, Touching, dark background, stock images, royalty free images, stock photography, stock photos, inexpensive, istockphoto" ><!--[if lt IE 9]><script src="/static/1293128469/js/html5.js"></script><![endif]--><link href="/istock_news_rss.php" rel="alternate" type="application/atom+xml" title="iStockphoto.com - Latest News" > <link href="/feeds/newest/" rel="alternate" type="application/atom+xml" title="iStockphoto.com - Latest Images" > <link href="/istock_forums_rss.php" rel="alternate" type="application/atom+xml" title="iStockphoto.com - Latest Forum Threads" >
I would not say that iStockphoto does a great SEO here since very similar keywords like “Young Women, Only Young Women” will be typically considered as duplicates and the list of keywords in this HTML meta tag is way too long. Anyway, it’s good enough to illustrate my point.
Keywords you select play an important role in SEO, used at least once, and typically twice on each stock photo page. Keywords help search engines to index microstock content with proper tags, and help microstock buyers to easily search by clicking a keyword link.
And here LightBurner comes to help. New SEO analytical tools available with any free LightBurner account help microstock contributors to properly index their stock photos with metadata before submission, optimized for the search engines and for the online use.
Let’s review a few samples.
The graph above shows that this LightBurner portfolio got 586 titles shorter than 30 characters. It is a a serious warning, since we typically will try to keep our titles reasonable long and keywords-intensive. The graph suggest to target the ‘long titles’ group, which has no image in this specific portfolio at the moment.
In fact, the above iStock image of blond woman is a good example of a bad title
Here is why – the title has only 3 words, and the total length is 22 characters only. Even knowing that iStock’ cannibals always eat up about 60-70 title characters by adding most searched general terms like “stock photo” and “royalty free”, we still can easily have our own 50-chars title, getting much more sympathies from the search engines.
Do that. Try 50+ characters length titles. I am sure you will see the difference in your stock photos sales quite soon.
And here is another graph, showing how many images carry keywords in their titles.
And here we are getting the red flag again!
Less than half of the portfolio has a keyword in the stock photos title.
We specify the keywords because it’s a good way to describe the stock image. Furthermore, buyers search by the keywords. If no keywords are used in the title it simply means that that title is non-descriptive and it should be replaced.
Non-descriptive titles are really bad for SEO. With no keywords in the title images will not be found in the search engines. An image by another microstock photographer, who reasonably used keywords in the images titles will be preferred by the search engines.
Yet another graph below shows the distribution of the stock photos portfolio by the keywords groups depending on the number of keywords.
It looks like the images in the reviewed portfolio are heavily ‘over-keyworded’. Indeed, 35-50 keywords are typically enough to describe an image for any microstock agency. We need even less than that for the proper SEO. 35-50 keywords per image will typically give the best performance for our stock images portfolio.
In the next post I will review other microstock portfolio analytical tools coming with you free LightBuner account.
Get a free LightBurner account now, check out how your portfolio looks to the search engines. Maximize the portfolio’ visibility and sales.
First, the statement: I am not pretending to play a role of an expert in Social Networks marketing. I am far of being there. In fact, I was always quite afraid of getting public in any means all my life. Only the need to get some free traffic to our new software services pushed me to the world of Social Networks a couple of years ago. Well, I found it’s a fun, I learned a lot, and I am quite a fast learner.
First thing I learned was that 95% of guys who call them “Social Networking Guru / New Media Expert” know very little of what they claim is their primary domain of knowledge. Other guys who do not call them “Social Marketing Guru” know much more, but do not try to make their living of that. So next time you meet yet another “Social Media Engineer” get prepared.
With the time I got my own understanding of what works and what does not work on social landscape.
I am not going to tell you in this post what social networks you should get and how to get there. Let’s assume you already got this prior knowledge of Twitter, Facebook, LinkedIn and other top social marketing tools. If not, Google for that – there are tons of info describing the basics.
Let me show you first what you should NOT do with any network.
Do not put it on “auto-pilot”, even if you can.
There are so many services around Twitter(mostly) and some other tools that offer you “1,000 real followers a day”, and even for free… DO NOT DO THAT. It’s all wrong. If you do that your Twitter account will look similar to this one:
This Texas guy promised to give us his cameras reviews, photography tips and other handful photography information. And what we got? Endless BBQ set ads without a bit of a useful info on photography.
Obviously the auto-quotes, commercial offers and shameless advertising will turn off the quality followers. Personally I unfollow anyone who starts spam me with auto-quoting once an hour. Why is that? Because I do not have time to read this crap on Twitter and I want to free the space and time for some quality tweets by people who do care about their followers/readers and therefore they carefully select their subjects & their info.
Caring about your followers is the key of success on any social network.
Now, do you see that the guy in the above screen shot follows about 9,000 people and is followed by a similar amount of people? Are they all real people who actually read his tweets?
Of course not.
Why I am so sure?
Well, here is a small hint – he got just 1 tweet… And quite sure that it was not the “E=MC^2″ discovery.
Going social you are looking for the readers. Twitter calls them followers. This should be your main target. This way you can influence others, be heard and probably promote your product, portfolio or your personal brand online.
But go gently.
No tweets + auto-pilot with ‘auto-approve’ for the new followers gets you nowhere. You end up with a zombie Twitter account which is connected to other auto-zombies.
Robots can not read. Human can. Target human.