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Let’s take a step back and understand the different components of search results by analyzing the image above. The image is an actual screenshot of a random search for “New York Photographer.”

A) Paid Ads – These results are determined by Google AdWords, and they are not directly related to SEO. These ads are called “Cost Per Click” (CPC) or “Pay Per Click” (PPC) ads because you pay for each click. With PPC ads, your placement depends on your willingness to spend. Highly competitive keywords cost more while less competitive keywords cost less. While PPC ads can be effective in immediately getting your work in front of prospective clients, this option is not as attractive as organic SEO in the long run because of the need to continually spend to see results. We will not go in-depth here because PPC advertising is an entirely different topic. With other long-term, sustainable, and free ways of getting in front of your clients, like organic SEO and social media, this is something to consider after learning and executing some of the fundamentals from this book.

B) Image Search Results – This section displays images from around the web related to your search term. These search results are displayed based on a different algorithm than organic and local search. These include factors like file name, alt text, surrounding text and others. We will cover image search results in later chapters.

C) Organic Search Results – Finally we come to the organic search results in the image above. If you’re looking at the graphic, you’re probably thinking. “Wow, just one result?” Below the local results (letter D in our graphic), there are many more organic search results for this particular search.

Keep in mind that all search results are slightly different. Some place the organic search results first, and most display more than just one result. Some search terms don’t have any local search results (letter D), and some don’t include image results (letter B). Google maintains this flexibility in order to deliver what they think is the most relevant results to the user.

D) Local Search Results – These search results are from “Google My Business,” formerly known as “Google Places.” They display results from local businesses. Local SEO, a major component of your overall SEO, will be covered in Book 3.

CHAPTER 1.01 – INTRODUCTION

CHAPTER 2: 1.02 – SEO BASICS & KEYWORD STRATEGY

CHAPTER 3 1.03 – CREATING CONTENT

CHAPTER 4: 1.04 – SITE STRUCTURE

Chapter 5: 1.05 – ACCESSIBILITY, SPEED, AND DUPLICATE CONTENT

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

Chapter 11: 3.02 – MAXIMIZING SPECIFIC SOCIAL MEDIA NETWORKS

Chapter 12: 3.03 – MASTER LOCAL SEARCH

Chapter 13: 4.01 – Initial Decisions

Chapter 14: 4.02 – WORDPRESS AND Squarespace

Chapter 15: 4.03 – GOOGLE ANALYTICS

Chapter 16: PAID DIRECTORIES

ACCESS TO INDUSTRY-LEADING EDUCATION

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