Photography SEO and Web Marketing Workshop: How to Create Great SEO Content
How to create great SEO content
To recap, we have established that you need great content on your site for good SEO. We’ve also given you a framework to determine which pages you should create. Now let’s dive into the actual content within the page: the titles, the text, the images, and more. Create great content by following the familiar TUTI acronym again.
- T – Titles
- U – URLs
- T – Text
- I – Images
T – Titles: Use Keyworded Titles
A good title for SEO purposes should contain your keyword first. The primary challenge is that the best SEO title isn’t always the catchiest title. For example, to revisit our San Francisco Wedding Photography example we presented earlier in this book, if you photographed a wedding at the Fairmont in San Francisco, a good keyword might be something like “Fairmont San Francisco Wedding.” This had 50 monthly searches according to the keyword planner. But, as we learned from our grade school English or Journalism classes, a more interesting title would include a strong adjective in the beginning.
Something like “Elegant Fairmont Wedding Featuring Kim and Matt” sounds a little better but isn’t an ideal SEO title because our keyword isn’t first. It’s our job to find a balance and think creatively to come up with a title that is both great for SEO and for general interest.
What’s the solution? We recommend starting your title with your keyword, and then adding on the couple’s names. If you would like, add something catchy after that. Here is an example of the venue then the couple’s names:
“Fairmont San Francisco Wedding | Matt & Kim”
If having something catchy or personalized is important to you, add something to the end. Here is an example of the venue then the couple’s names, followed by something more personalized:
“Fairmont San Francisco Wedding | Matt and Kim’s Elegant Celebration”
The “Elegant Celebration” is an attempt at making it unique or interesting; and it can be replaced by anything you want. There is NOT a template for this so get creative, consider your keywords and consider your audience. At times, you might sacrifice the SEO of a post for the catchiness or personalization and vice versa.
U – URL: Use Keywords in the URL
Most content management systems like WordPress or Squarespace allow you to set your own URLs. WordPress calls URLs “Permalinks,” while Squarespace calls them “URL Slugs.” The words used within the URL of a webpage play a role in search engine algorithms. Like titles, make sure the URL has your keywords first. In most cases, you should simply have your URL mirror your Title.
T – Text: Use Your Keywords in Your Text
Find excuses to mention your keywords throughout your post without “keyword stuffing.”
Keyword Stuffing – Keyword stuffing refers to a SEO tactic that Google penalizes in which content creators unnaturally over-utilize keywords in an attempt to rank higher in search engines. It should be avoided in all of the content on your site. You should not run into any problems if you write full sentences and simply present the content in a straightforward and user-friendly way.
Here is a clear example of keyword stuffing in a paragraph, which should be AVOIDED.
“Welcome to our Los Angeles Wedding Photography Blog! We started our Los Angeles Wedding Photography studio in 2008, and we specialize in capturing emotional, beautiful moments at weddings at Los Angeles Weddings. While we are a Los Angeles Wedding Photography studio, we are also Orange County Wedding Photographers as well. Stop by our Los Angeles Wedding Photography studio for a consultation today!”
While reading that paragraph, did you feel like going insane if you read another instance of “Los Angeles wedding photography?” You’re not alone. If it sounds unnatural to you then it likely sounds unnatural to Google as well as your site visitors.
A similar paragraph without keyword stuffing would be more along this:
“Welcome to Lin and Jirsa, Los Angeles Wedding Photographers! We started our Wedding Photography studio in 2008, and we specialize in capturing emotional, beautiful moments at weddings. While we are based in Los Angeles, we also photograph weddings in Orange County and all over the world. Stop by our studio today for a consultation! We would love to be a part of your wedding!”
You can see how the second paragraph reads so much more naturally. The words “Los Angeles,” “Wedding,” and “photography” are used a few times, but with variation in the order. The paragraph also doesn’t use the keyword in every single sentence and doesn’t raise any red flags to search engines as keyword stuffing.
Find a Balance – Of course, you should not go to the opposite extreme and completely neglect your keywords. Be sure to use your exact keyword at least a few times on each page. As mentioned, don’t be afraid to add in or substitute related words here and there. To stick with our previous wedding example, the word “wedding” can become “reception” or “ceremony,” “Photographs” can always become “images” or “pictures.”
Using Your Keyword Planner…Again!
A good strategy is to copy and paste over a few of the “keyword ideas” directly from the Keyword Planner into the page that is being written. That way you can always have them in mind as you create content. If the phrases don’t make sense, simply exclude and delete them. But having a few target keywords on your page as you write can be a helpful exercise.
Let’s revisit our fictitious example of Jennifer Reynolds in San Francisco. Let’s say that she was creating a page targeting “San Francisco Wedding Venues.” She would first input the keyword into the Keyword Planner. She should then identify other related keywords. In this instance, there are 5 closely related keywords with sufficient search traffic:
- wedding venues san francisco
- wedding venues in san francisco
- sf wedding venues
- san francisco wedding reception
- san francisco wedding locations
Jennifer should take all of these keywords and copy them into a new page (without publishing). She should use these keywords as much as possible in the text and in the headers of her page while maintaining a natural tone and flow to the sentences. If she does this, she can rank for her initial targeted keyword as well as, potentially, the other 5 related keywords.
I – Use Keywords in Your Image Names
For photographers, great images are essential for creating interesting and engaging content. Yet it’s surprising to see how many of us are not following best practices when it comes to uploading, naming, and displaying the images on or site. Utilizing correct procedures will not only help your web pages in organic searches, but it will also help the images on your website rank in Google image searches. We will now cover Image SEO in the next section.
CHAPTER 1.01 – INTRODUCTION
- 1.1 Photography SEO and Web Marketing Intro
- 1.2 Why You Need SEO
- 1.3 Why You Should NOT Hire Out For SEO
- 1.4 Overview of Chapters
CHAPTER 2: 1.02 – SEO BASICS & KEYWORD STRATEGY
- 2.1 How Do Search Engines Work
- 2.2 Understanding Search Results
- 2.3 Search Results Quiz
- 2.4 What is a Keyword
- 2.5 How To Determine Keywords For Your Photography Studio
- 2.6 Using the Keyword Planner
CHAPTER 3 1.03 – CREATING CONTENT
- 3.1 How to Create Great Content
- 3.2 Web Page Ideas
- 3.3 How to Create Great SEO Content
- 3.4 Grow Your Business with Google Image Search
- 3.5 Balancing SEO with Workflow
CHAPTER 4: 1.04 – SITE STRUCTURE
Chapter 5: 1.05 – ACCESSIBILITY, SPEED, AND DUPLICATE CONTENT
- 5.1 Importance of Correct Internal Linking
- 5.2 Broken Links
- 5.3 Under the Hood Accessibility
- 5.4. How to Speed Up Your Site
- 5.5. Avoiding Duplicate Content
- 5.6 Conclusion
Chapter 6: 2.01 – LINK BASICS
Chapter 7: 2.02 – LINK VALUE FACTORS
Chapter 8: 2.03 – NOFOLLOW, RELATED LINKS, & ANCHOR TEXT
Chapter 9: 2.04 – LINK BUILDING STRATEGIES
Chapter 10: 3.01 – THE IMPORTANCE OF SOCIAL MEDIA
- 10.1 Why Social Media is Important?
- 10.2 How to Get Started with Social Media
- 10.3 How to Create Quality Content
- 10.4 How to Post Your Content – Rules and Guidelines
Chapter 11: 3.02 – MAXIMIZING SPECIFIC SOCIAL MEDIA NETWORKS
- 11.1 Use Wedding Slideshows To Showcase Your Work On Social Media
- 11.2 2 Apps To #MaximizeEngagement
- 11.3 Using Facebook to Grow Your Business
- 11.4 Using Twitter to Grow Your Business
- 11.5 Using Google Plus to Grow Your Business
- 11.6 Using Pinterest to Grow Your Business
- 11.7 Using Instagram to Grow Your Business
- 11.8 How to Post Videos and Photos to Instagram From Your PC
Chapter 12: 3.03 – MASTER LOCAL SEARCH
- 12.1 Local Listing Accounts & On-Page SEO and Local Links
- 12.2 Decide On Your Name, Address, and Phone
- 12.3 Set Up My Google Business Page
Chapter 13: 4.01 – Initial Decisions
- 13.1 Create a Photography Website
- 13.2 Photography Business Names | How to Choose
- 13.3 Photography Domain Names | How to Choose
- 13.4 Best Website Builder for Photographers (Updated for 2019)
- 13.5 One Website vs. Separating Your Blog
- 13.6 How to Create Multiple Websites to Improve Your SEO
Chapter 14: 4.02 – WORDPRESS AND Squarespace
- 14.1 WordPress for Photographers
- 14.2 Recommended WordPress Plugins for Photographers
- 14.3 Squarespace For Photographers | Pros And Cons
Chapter 15: 4.03 – GOOGLE ANALYTICS
- 15.1 Using Google Analytics to Measure Performance
- 15.2 Google Webmaster Basics for Photographers
- 14.3 Squarespace For Photographers | Pros And Cons
Chapter 16: PAID DIRECTORIES
ACCESS TO INDUSTRY-LEADING EDUCATION
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