Case Study – Veterinarian Stock Photography[Originally published on GlobalEye.Photography, March 2014 ]
With the recent focus on Keyword Research, I started getting a few photographers asking whether certain images they had on file might work for stock. That’s always a tough question to answer, but one of them was good example of the Keyword Research process we use, so I thought I’d share it briefly…
This photographer had a large selection of images of taken in a Veterinary practice and wanted to know if I thought there might be a market for them.
Off the top of my head I had no idea, but 5 minutes in my Keyword Research software turned up some very encouraging information…
These figures are the monthly Google search volume and the average Adwords cost.
This was just a very quick look and it showed over 1000 people looking for veterinary related images every month on Google alone. There were a whole lot more low-volume searches for related subjects/phrases that aren’t listed here, that would take that even higher.
So when also you factor in the other search engines, this is a good niche market that could easily generate 2000+ highly targeted searches every month.
Get 20-40% of those people looking at your images every month and you’re going to make some sales.
The AdWords data tells me these are also quite ‘commercial’ terms.
The fact people are paying over $1 for each click is always a good indication that the search traffic is commercial… and $12 a click for ‘veterinarian images’ is just fantastic.
That’s a huge amount to pay to get someone to just look at your website…
Remember, there’s no guarantee they’ll spend a cent when they get there!
So that tells me there are some very motivated buyers among that search traffic!
So in this case, I recommended to the photographer that if her image quality is high and she’s got a good mix of commercial content, then she should go for it…. start publishing a few rich content pages based on very specific subjects from that collection and see what sort of results she can get.
Even better, if she does this through GlobalEye, we take care of the various submissions and indexing tasks as covered in Video #3, so the she can just concentrate on submitting photos & publishing the content pages.
I should mention, I didn’t include any competition data above as that gets a bit complicated, but it was relatively low for most of the phrases above.
So it’s very likely that this photographer could lock-in page-one results for most of these phrases, plus a huge number of more specific phrases, without too much trouble.
Over time those multiple high rankings for related terms would also help her rank for the top two phrases as well.
It’s not an exact science by any means, but I’d expect her to have have a very good chance of dominating the listings, much like we showed in the videos.
What’s particularly encouraging is that I come across niche markets just like this almost every week, and most of them are just as good as this, or even better.
It’s long been accepted that photographers should try to specialize, and that works even better today, when so much of the business of photography happens online.
Focusing your efforts on a few tightly themed subjects lets you rank well for each of those, and once that’s happening, you can quite often rank well for the broader umbrella themes as well.
When you keep turning up in all these related searches, buyers in that niche can soon start to think of you as the go-to photographer… and they come straight to you whenever they need something!
In an online environment this super-tight focus equates to concentrated content, something the Search Engines love.
And once you know how to give them that, you can dominate the search results and out-perform even the biggest stock libraries on the planet.
They can offer cheap images, free images, collections of millions, instant downloads and open ended do-what-you-like licensing…
But that doesn’t mean a thing when the buyer clicks on your link first and sees the exact image they need.
That’s powerful stuff.
And it’s why we’re not beating ourselves up over all the libraries offering free and cheap images… they just aren’t relevant to our business model…
Getting the perfect image in front of a hungry buyer before they get distracted by all the noise…