These final couple of steps can seriously improve the value you get from this exercise, so if you grabbed the Market Samurai software trial, I really encourage you to make the most of it, and put it to work with the following tasks…
Keyword Research For Photographers - Part 2
Step 1. Expanding Your Photographer Research
Since you have the Market Samurai software, it makes sense to research some of your other fields of work. It won’t apply to everyone, but if you do work in a few different fields, you can repeat the process for those… you might uncover some other areas that could be profitable for you to explore.
You should have started with the field you consider you most ‘commercial’, so maybe repeat the process for your ‘favourite’ field… a lot of photographers are surprised to find out just how commercial their ‘passion’ fields can be… once they know what to look for.
You might also find it useful to research the field where you have the largest volume of images. The insights will be extremely valuable when you start sorting through your collection looking for the photo sets that are most likely to make you money fast.
If there’s a field of photography you’d like to get into, use this process to research the market, check demand and assess your competition, which might help you decide the best way (and time) to make your move.
If there’s a service you’re considering offering, you can even do a feasibility study of sorts, to gauge how many people are actually looking for it. Be aware that traffic numbers are usually pretty low for local-specific services, but it can still be very useful for a comparative assessment.
So lots of options there. Any work you do in this regard is extremely valuable for gaining a better understanding of ALL your potential markets and your competition in each.
Whether you’re a brand new business, or you’ve been selling your photography for years, having this information at your finger tips can be a game-changer, so make the most of it!
Step 2: Researching Your Key Subjects
Now you’re familiar with the Market Samurai software, part two will be a breeze…
Open up your Key Subject List from last week, and run each of your top-level subjects through the following process…
1. Open the MergeWords tool, and this time enter your subject in the first box, followed by all it’s sub-topics, each on a new line. Then enter a few ‘photo’ words in the next box… I like to use…
- stock images
- stock photos
- stock photography
Click merge and create your Subject Keyword List.
2. Start a new project in Market Samurai for the Key Subject.
Type in your top level keyword as the project title, save, and then just add the list you just made.
For subject research, I don’t usually bother with the suggestions… you can try it but you’ll find you get a lot of repetition as soon as you enter anything ‘stock photography’… so the list above will be plenty.
Click Analyse to gather the relevant data for this list of keywords.
Delete any irrelevant phrases, the lowest traffic phrases and any that have too much competition.
3. Export the rest to a spreadsheet and save.
If you use Excel or Open Office, you can just add a new worksheet for each subject so you’ll have all the information for all your Key Subjects in the one place.
You can now sort them by value, relevance, high traffic and low competition and delete any that you decide aren’t worth keeping. If you work with this subject often, you might want to print out the list, otherwise, just highlight the best phrases for easy reference and leave it at that.
This should only take about 10 minutes, so make sure you run through this process for each of your top level subjects from your Key Subject List.
Then any time you’re publishing images, whether it’s to a stock library, a website content page or gallery, or a blog or social media post… take a moment before you start to open your spreadsheet and have a read of the relevant keyword list.
Make a point of using some of the top phrases in your writing, ideally as part of the title or heading. Even it that’s not practical, just having read the list, you’re also sure to use a few of the secondary phrases… or variations of them… without even trying.
What You’ve Completed So Far…
Congratulations! If you’ve completed the various tasks so far you’ve done more market research and business planning than most photographers will do in a lifetime. .
The vast majority of photographers won’t ever bother, so they’ll remain lost in the crowd, waiting for random traffic that may or may not have any interest in their specific content.
You on the other hand have taken control and done the work, so you now have all the information you need to get your ideal customers looking at your images… any time you like.
While the rest wait around hoping for a buyer to land on their doorstep, you now have the tools to go out and plant your content and your links, right in front of them, so they have no choice but to consider your work or your services.
This is powerful stuff.
We started by getting totally clear on what you have to offer, by creating your Key Subject List.
Now we’ve completed some fairly intensive market research, to describe you and your business, and to identify your best subjects and the exact words and phrase you need to use to be found in those markets.
This is just the beginning though…
Next we’re going to apply this new information to create a diverse and extensive web presence that will work for you, attracting highly targeted visitors to your own personal photography network…24/7… creating an ongoing stream of traffic, leads and sales.
Now if all this isn’t making a whole lot of sense just yet, please be patient.
Next week I’ll give you a visual tour of how your photography network might look, so you can how it all comes together, how effectively it can generate business for you… and how much of the work we can automate…
I think you’ll be impressed… and maybe even a little bit excited by the time we’re done!
But it’s only going to work if you’ve done the prep work up to now… your Key Subject List and detailed Keyword Research.
Make sure you get those done NOW and you’re ready to move on to the next step!
Keyword Research / Market Samurai Demo
This video is a bit old, but it will give you a look at how the Market Samurai software works, and the kind of insights you can get from it. This is part of a more comprehensive training series we put together for our photographers so it refers to some other videos, but you can ignore that part for now.
Be warned, the sounds is pretty awful for the first few minutes, but it does settle down after that. It’s up to you, but if you can wait it out, you might find this a useful look at how you can apply all we’ve covered so far.
- Keyword Research Subject Case Study. This is a good example of finding money keywords for a specific subject. Again it’s a little old by now so some of the numbers will have changed, but the process and outcomes are much the same…
- Market Samurai Trial Download. Instant download, no payment info required upfront and 12 days access to every feature of the software… if you’ve come this far you should see the value in grabbing this and doing the research properly!
- WordTracker Keyword Suggestion Tool. This is only gives you the first ten results when you search unless you upgrade… and I think there’s a limit on the number of searches you can do as a free user… but it was about the simplest of the free tools we looked at when preparing this training.
- Open Office Calc – Spreadsheet Software. If you need a spreadsheet Open Office Calc has most of the features of Microsoft Excel without the price tag… free open source Office software… for docs, spreadsheets, presentations, drawing, database and more.