Photography SEO and Web Marketing Workshop: How Do Search Engines Work?
Google, Bing, and Yahoo are the biggest search engines on the market; however Google dominates with almost 70% of the market share. In this book, we’ll be using the terms “Google” and “Search Engines” interchangeably.
Here’s how search engines work. Google “crawls” the web nonstop, following links from webpage to webpage. As their “spiders,” also known as “bots,” crawl these links, they browse the content of each page that they discover and archive each page in a database known as the index.
Just in case, I’ve lost you here, let’s go over an analogy. Imagine that Google is a 15th-century powerhouse empire like Spain with a ton of resources and a desire to explore the world. In this analogy, the web is the unexplored world and Google Bots are the explorers sent out to map the world and collect information. Then imagine that web links are like the oceans used to carry these explorers from place to place. If web pages are not connected with links, then Google Bots can’t access those pages. Similarly, if water doesn’t connect different pieces of land, then these explorers can’t sail over to that land and document their findings.
Lastly, imagine the Google Index as a large archive that Spain might use to keep all of the records of these expeditions.
While this analogy is far from air tight, hopefully, it helps you understand the interaction between Google, bots, links, and the index.
Summary of Analogy:
- Google = Spain
- Bots (aka Spiders) that crawl the Web = Explorers that explore the world
- World Wide Web = The World
- Links that Connect Webpages = Oceans that connect land
- Google Index = Spain’s Archive
The Google Algorithm
When a Google user types in a search term, Google displays relevant results from its index. But how does it determine which results to display? The results displayed are based on Google’s secret algorithm.
One of the main reasons behind Google’s success is its accurate algorithm that does a better job matching relevant search results with what users are looking for. The specifics of the algorithm are never released to prevent website owners from cheating their system and artificially ranking high for search terms. Also, Google’s algorithm continually changes in an attempt to improve search results and find better matches.
[Recommended: How To Market Your Photography Business]
This might sound complicated but the good news is that there are basic, time-tested SEO principles that remain consistent and apply to all search engines. The hundreds of ranking factors can be broken down into two types: on page ranking factors and off page ranking factors.
On-Page Ranking Factors
These factors have to do with the content on your site, which we’ll be covering in this book. They include things like the following:
- Keywords in Titles & Headers
- Keywords in Meta Information
- Keywords in Content
- Keywords in images and alt text
- Internal Linking Structure
- Others that will be covered
Off-Page Ranking Factors
These factors are covered in Books 2 and 3. They include factors like the following:
- Quantity of inbound links
- Quality of inbound links
- Relevance of inbound links
- Social Signals (via Social Media)
Still need help? Check out this great video by CopyBlogger that explains SEO in 60 seconds!
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
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