Free Video Tutorial – Equalize Command in CS 6.0

Guest Post by Rich Harrington - Follow Rich on Twitter

Rich offers a tutorial on using the Equalize Command in Photoshop 6.0.

DISCLAIMER: This post isn’t intended to be definitive – we’re not claiming this is the ONLY way or even the BEST way to accomplish this task in Photoshop, Aperture, iPhoto or any other post-prodcessing program. We’re merely offering it as A way you might accomplish this task. These tips are free, offered only because they might be helpful to someone.

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Style and Vision: What Makes One Photographer Different From Another?

photography style

"Facing Your Fears" captured by Ji Yeon So (Click Image to See More From Ji Yeon So)

In the artistic community much is said about style and how that style is more often than not linked to some innate talent. The style side is mostly true. Each artist, irrespective of their specific discipline, brings their own voice and vision to their chosen art. That which is internal to the intellect of the artist, is unique and independent of external training.

It would be convenient for us to instantly associate a photographer’s work as that of their own signature style. Were it only this easy, but alas, it is not so transparent. Theoretically, most well known artists have an inherent recognizability; for example, in a room full of impressionistic paintings one instantly knows which images are van Goths’. Yes, but not always.

The question is are van Gogh’s paintings all so unique they will always be instantly recognized or is it that we have been so widely exposed to them that most his work has been seen by us before? My experience would suggest the latter. Before anyone starts writing me, give this just a bit of thought and perhaps a personal visit to the van Gogh museum in Amsterdam. Think of Pablo Picasso, his work is instantly recognizable right? Well, maybe not… that is only true through prior exposure to his paintings. If my art history courses are remembered correctly, his work is usually divided into 7 sections or time periods. The first three are very different from that of the later sections. If you see representative examples of all seven periods together, one quickly recognizes distinctive transitions and minor elements that are thematically carried through from one phase to the next. If you did not know, or had never seen a selection of his work from all these periods, you would be hard pressed to identify them succinctly.

The point is that Picasso and van Gogh both developed unique and distinctive styles over the course of time. To that end, the photographer is no different, perhaps just a little subtler. For the purpose of this essay, we are keeping “photographic” tricks and “darkroom” magic between minimal and intermediate levels. Extreme manipulations, while artistic, slip into the world of graphic art and many would argue, lose their place as purely photographic art.

In photography, we find the same kind of pseudo-recoginition. When we examine the portraits of Karsh or the landscapes of Adams they are often mentioned in the literature as being both distinctive and fundamentally unique to the inherent style of the photographer. Both are responsible for creating truly iconic images which now have a universal recognizability. In this way, they share a common thread to the works of van Gogh and Picasso in their notoriety. However, I have seen portraits with every bit of Karsh’s style and vision, that are every bit as well done, but were done by others and predate Karsh, forcing the viewer to question the assumptions being made. Now I am a big Karsh fan and have been since I was a boy. In a room full of his work, that one might find at the Chicago Art Institute, the style simply screams at you. Similarly, I have taken black and white stills of Half Dome at Yosemite and if you didn’t know better it would be impossible to say which was mine and which was Adam’s. I did not copy Adams in any way, except for the general subject matter. I have one of his famous images on the wall of my office too. It is hanging there as a sort of inspiration, a reminder if you will of what constitutes a great image and a truly creative vision.

vision in photography

Photo captured by saswata bandyopadhyay (click image to see more from saswata bandyopadhyay)

We photographers are often faced with a minor dilemma; we often know exactly what we want. That does not mean we will have the right conditions to create it. I am talking non studio images here. The studio is a different thing. Every bit as creative, it is a control of conditions inside or lack of control outside, that makes the difference. You can go the same place, at the same time of day, a thousand time and never completely reproduce the exact conditions of any previous encounter. That is the challenging situation the photographer faces every time they picks up a camera. I believe that it is in how the photographer overcomes this challenge that defines their own personal style. It is how our unique vision of the world interacts with how the world is being presented, that produces that personal style. I must warn the reader that the style differences among many photographers is subtle and at times barely discernible to the naked eye.

There are those that say it can be learned and talent is not required. There are those who say the opposite. There are others, I among them, who say that learning hones an innate talent. Every one of us has a unique vision of the world and not everyone wishes to express it and fewer still wish to express it via photography. None of us can ever be a Karsh or Adams or any number of other well known or lesser know photographers of the past or present. I often photograph with a fellow photographer. We stand side by side and use essentially the same equipment, yet our images are different and although we recognize it instantly most viewers would be hard pressed to tell whose was whose. On the other hand, if one were to examine our respective body’s of work the comparison reveals individual uniqueness in our distinctive styles.

Ultimately, both the famous and the anonymous photographers offer something worth learning. Wikipedia publishes a list of famous photographers. I never pass up a visit to any museum of art or any collection of high quality images. I would like to think I have developed one of those individual, instantly recognizable styles. I find it rather impossible to look seriously at any photograph and not learn something about image making and presentation.

My personal philosophy is quite simple. I try to present my subject in the best possible way, given the prevailing conditions. This is however, highly subjective and purpose dependent, resulting in the occasional failure or lack luster outcome. When that happens one of three thing seems to have influenced the objective: the light conditions were poor, or I lost a crisp focus on the subject and/or purpose, or I lacked the skills and necessary equipment to deliver the vision I set forth to create. The reality is I am good at what I do and when compared to others I possess a unique view of the world, but is it instantly recognizable? Why, not at all.

difference between photographers

"Peloponnese" captured by Giovanni C. (Click Image to See More From Giovanni C.)

You can do what I have done, continue to hone your individual skills and express your unique vision.

Dennis’ tips for revealing your unique vision escape (in no specific order):

  • Subject Focus: You could select a few subjects that you feel passionate about. If you have knowledge of the subject it is often easier to see past the superficial and bring out the deeper meaning and emotions. Not all subjects cary deep emotions or have any truly deeper meaning, but that does not mean they lack the challenge of making the mundane interesting. It is what gives you satisfaction and intellectual pleasure that counts most.
  • Style: Style comes down to how you express your vision. It is some combination of methodology, technique and technology. This is a function of: the technology chosen, post exposure processing, your over all approach, the subject and conditions. It is making choices and maximizing the results.
  • Learning: Be open to learning from others as well as from your own experiences. I never discard a poor image without first examining it closely to see why it failed. I suspect that I am like most of you and only like about 10 % of the total images I generate. Sometimes I don’t like any of them because they simply fail to properly represent the subject. If possible, go back and try again, applying your knowledge of what went wrong until you have captured the essence of your initial vision. Keep in mind the original purpose of making the images. It is nice to take pictures of your child’s birthday party and if some qualify as high art, all the better. If the purpose is to record the event for relatives, future nostalgia trips or to embarrass the child later in adulthood then high art is simply not necessary.
  • Rules: Rules in photography are not so much absolutes as they are guidelines. Lets face it, if we did not set them aside from time to time, originality would be lost. On average, the “rule of thirds” applies aptly, but when it comes to presenting a certain subject the best possible way, at a given moment in time, then maybe not. Simply put, experiment, try it all! Today multi-media is so inexpensive that all other costs are greater. It is more expensive to travel even a short distance than to fill your reusable flash card. Unlike the days of chemicals, film and paper that made us careful and aware of the cost of each frame, today’s digital photos are, in and of themselves, freebies and 100% recyclable.
  • Critic: You are your own worst critic, as every artist is. It is critical to be honest with yourself and with others. We all know this, but more often than not, we are more honest with others and less honest with ourselves. The best way is to look at all our images critically, but not despairingly. Apply a critical eye to which images work and do not work and evaluate honestly why that is so. A great image of someone or something you detest is still a great picture. Understand why. You are not forced to show it to anyone else. If you find anything that is not quite right understand that too. It is back to the learning thing, isn’t it?
photo styles

"B.R.O.K.E" captured by InGeniusArt (Click Image to See More From InGeniusArt)

  • Inspiration: We all need it. Some of us thrive on it. Some of us inspire others. All of us are inspired by someone or something. It is that inspiration that turns the ordinary into the extraordinary. Let it work for you. I carry a pocket camera with me almost all the time because sometimes I find a unique moment and point and shoot. They are not all great. Most are just ordinary, but every once in a while I get inspired to go back with my SLR and do it right. We all need to be open to the idea that inspiration occurs when and where we find it or when and where it finds us. Once, my wife and I were touring a 15th century cathedral and I was inspired to photograph the vaulted ceiling. I laid on the floor and did just that, much to her embarrassment I must add, but the results were outstanding.
  • Practice: Don’t always wait for moments to find you, sometimes you need to go exploring with an active eye. Keep lookout for anything new, different, and hopefully, exciting. If I have learned anything living in Alberta, it is the prairies and mountains are never the same. You can travel the same path 100 times and easily get 500 different images! Practicing is just as important in photography as it is in music or any other endeavor. I am convinced that I have trained my eye to see what the lens sees. I know, from experience, that I can size up and compose an image two to three times faster than most. By the time I get the lens cap off, I know what I am going to shoot, at what focal length and from what position. I would like to think this is raw talent; the truth is that it is 50 years of practice.
  • Self Expression: Why do we take pictures or make images? For me, it is my form of artistic expression. For others they sing or play an instrument, draw, sketch or paint, while others act or write. For me, photography is my most important self expressive activity. If you choose photography as your expressive medium, you are also choosing to share your unique vision of the world with that world.

Lastly, it is chance, pure and simple that often has the greatest influence on our work. It is what we make of those chances that ultimately defines our individual vision of the world and culminates in the expression of our unique style. Most forms of self expression are directed outward from ourselves towards others. Some would say photography is not just self expression, it expresses or even defines who we are. I think I am still trying to define myself and so for me, photography expresses what and who I am at any randomly given point in time although I am not sure that it ever captures any real totality of my existence.

vision and style photo

"the world upside down" captured by Kelli Ahern (Click Image to See More From Kelli Ahern)

I have often said, “Some day I will grow up. When I do, I’ll let you know.” I strongly suspect my epitaph will read something like this: “He always said he would let us know when he grew up. He finally did”

About the Author:
Dennis Nikols is a long experienced: geologist, philosopher and photographer. He is principal photographer at As I Found It ( http://asifoundit.com ), Ideal Totem ( http://idealtotem.com ) and writes a photographic blog adding 3 to 4 moderate length essays/month. As I Found It’s blog.


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1st Batch Viewbug/Photofocus Photo Contest Semi-Finalists


As promised, we have selected the first semi-finalists in our Viewbug/Photofocus Winner Takes All Photo Contest – More than $10,000 worth of prizes are on the line. There’s still plenty of time to enter – Get entry information at Viewbug.com.

Here are links to the semi-finalists so far. Congratulations to all.

http://www.viewbug.com/contests/photofocus-contest/1833002

http://www.viewbug.com/contests/photofocus-contest/1834739

http://www.viewbug.com/contests/photofocus-contest/1832075

http://www.viewbug.com/contests/photofocus-contest/1832846

http://www.viewbug.com/contests/photofocus-contest/1823440

http://www.viewbug.com/contests/photofocus-contest/1832772

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The Downfall of Flickr

Yahoo can’t catch a break. Within a week of their CEO being thrown out for lying on his résumé, Gizmodo just published an excellent detailed article chronicling Flickr’s turbulent history and continuous decline entitled How Yahoo Killed Flickr. Previously one of the most popular photo sharing services, it is quickly being left behind in the industry.

downfall of flickr

How Yahoo Killed Flickr (Gizmodo)

I personally hated having to create a Yahoo login in order to then create a Flickr login following the acquisition, Gizmodo chronicles all these decision points:

But moreover, Yahoo needed to leverage this thing that it had just bought. Yahoo wanted to make sure that every one of its registered users could instantly use Flickr without having to register for it separately. It wanted Flickr to work seamlessly with Yahoo Mail. It wanted its services to sing together in harmony, rather than in cacophonous isolation. The first step in that is to create a unified login. That’s great for Yahoo, but it didn’t do anything for Flickr, and it certainly didn’t do anything for Flickr’s (extremely vocal) users.

Marco Boerries was without a doubt one of the most viciously political, and disliked Yahoo! execs and he reigned for 4 years over the Yahoo “Connected Life” team which had universal control over all native mobile experiences within Yahoo. Several Flickr internal attempts to build and ship native mobile experiences (going back to 2006) were squashed relentlessly.

Indeed there are now many photo sharing tools to choose from now. And I feel I must mention that our own free photography social network has been gaining speed quickly in the past year nearly reaching 40,000 active members.


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Canon SLR Cameras Used to Film Stunts in The Avengers

slr cameras used in avengers

SLR Cameras Placed in Pelican Cases to Film Stunts

1920 x 1080 HD Recording And 24p Frame Rate Enable Gripping Point-Of-View Shots for Theatrical Filmmaking

Canon is proud to announce that its EOS 5D Mark II and 7D Digital SLR cameras have been used on the set of Marvel’s latest movie, “Marvel’s The Avengers,” to capture thrilling point-of-view (POV) action shots that can be seamlessly intercut with footage from the film’s principal 35mm and digital cinematography cameras to heighten the film’s visual impact.

“Marvel’s The Avengers” shows an epic confrontation between nightmarish super villains attacking the Earth and the super-heroic team of Iron Man, Captain America, The Incredible Hulk, Thor, Hawkeye, and Black Widow. Directed by Joss Whedon, the film is the latest and most extraordinary Marvel Studios Super Hero movie to date.

With intense action and visual effects captured by the Canon cameras, “Marvel’s The Avengers” required close-quarter action work with unrepeatable stunts. “The 5D Mark II and the 7D digital SLR cameras produce excellent, cinema-worthy images. They are great for shooting additional angles that give film editors more options for creating powerfully immersive and kaleidoscopic views of action scenes,” explained the film’s cinematographer, Seamus McGarvey.

On the set of “Marvel’s The Avengers,” McGarvey and his crew used five Canon 5D Mark II cameras and two 7D models. Using multiple cameras limited the need to re-shoot complex action scenes, and the affordability and compact size of the cameras enabled the crew to obtain ample coverage by strategically angling them from various vantage points throughout the set. “The cameras’ small size was a major advantage to us.

the avengers stunts behind the scenesslr cameras used to film action in avengersprotected cases for cameras

We were able to place them in tight locations that were really close to the big stunts, which would be too risky to do with bigger cameras that would require an operator and two assistants,” McGarvey said. He was able to slide one of the Canon cameras into a sewer grating, while placing another under a pile of debris for a key shot of a car hurtling toward the lens, flipping through the air on fire.

“We are thrilled that the EOS 5D Mark II and 7D Digital SLR cameras were called to action on the set of ‘Marvel’s The Avengers.’ We designed these cameras with versatility and flexibility in mind, and their ability to record beautiful 1920 x 1080 HD video, coupled with their compact size, make them an ideal fit for filmmakers looking to capture tight action shots,” stated Yuichi Ishizuka, executive vice president and general manager, Imaging Technologies and Communications Group, Canon U.S.A.

One of the scenes where these cameras were used:

Compact, lightweight, and compatible with Canon’s wide selection of EF Series lenses, the Canon 5D Mark II and EOS 7D digital SLR cameras are equipped with large Canon CMOS sensors and Canon DIGIC 4 image processors that enable them to record exceptional full 1920 x 1080 HD video at the user-selectable frame rate of 24p (23.976 fps), which is the standard for today’s high-end filmmaking. Additionally, the cameras’ low-light capabilities were of major importance on the set of “Marvel’s the Avengers,” as many of the film’s scenes were shot at night.


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Exposure and Photography

In photography, there are three fundamental aspects that every photographer should familiarize themselves with: aperture, shutter speed, and ISO. The video below does a great job of laying out the basics in an easily understandable manner. If you’ve been wondering how to take images with just the right exposure, have a look:

These three elements are all used as essential means of achieving correct exposure. When one changes, it will affect the exposure, it’s your job as a photographer to understand how to balance all three of them, making sure that they all work together to get a properly exposed image.


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My Favorite Camera Bags – Updated May, 2012

It’s been two years since I originally wrote my post recommending camera bags. For me – things have changed since then. I’ve been focused on carrying less gear and reducing my carry load. So my personal favorites have changed. Here’s the list of the camera bags I now use and recommend.

NOTE:  I’ve reviewed many bags here on Photofocus, but as I often say, there is no perfect bag. Just as I wouldn’t think of owning just one camera lens, I wouldn’t think of owning just one camera bag. You need different bags for different tasks. You need bags for transporting gear to the job and bags for working from ON the job. With that in mind,  here are my favorites, in no particular order.

Tenba ProDigital 2.0 Messenger

I reviewed this bag here – http://photofocus.com/2010/01/07/tenba-prodigital-2-0-messenger-mini-review/ – it’s a great gadget or computer or compact camera bag. When you want a bag that doesn’t scream “CAMERA BAG” this is it. It works well as either a laptop/briefcase or a small gear bag for things like flashes, compact cameras and other accessories.


Gura Gear Kiboko

I reviewed this bag here – http://photofocus.com/2008/11/04/wildlife-photographer-launches-new-photo-bag-line-twip/ – it’s a traveling/transport bag. Is it my imagination or are airline overheads getting smaller? If you want a bag that (if not overstuffed) will fit in almost ANY airline’s overhead bin, the Kiboko is for you. It’s light weight and is the best bag I’ve tried at getting my gear TO the field. It also works well for simply storing gear in at my studio.

Think Tank Photo Airport Addicted V 2.0

I recently reviewed the Think Tank ~ Airport International V 2.0 at Photofocus.com. This bag is a great solution for any photographer who wants to both transport and protect their gear. The only negative (and this is a very small nit) is that in order to be tough enough to protect your gear it also has to be heavy (and expensive.) Those small nits aside this is a very safe choice

Adorama Joe Farace Reporter II Backpack

Unfortunately the only way you’ll find this bag is to buy it used or to grab one of the few originals being sold on Ebay or Amazon. I have no idea why Adorama stopped making it. It’s a great bag and I’m listing it here because this post is about the bags I like and use. Here’s the original review on Photofocus. Perhaps a letter-writing campaign to Adorama will bring it back. But it’s the best (and lightest) camera bag for the money I’ve ever seen. Period. It just works. It’s very light. It holds enough gear to work out of and it’s cheap.

ThinkTank Photo Airport 4-Sight

I recently reviewed the 4-Sight at Photofocus. This bag is very unique because it is a four-roller bag dedicated to photography. It’s super light weight and will fit in most overhead bins on airplanes – even the small ones. I’ve quickly become addicted to the easy way it rolls around and the reasonable amount of gear it holds given its small size and very light weight.

CONCLUSION

If your favorite camera bag isn’t on this list – it doesn’t mean it’s a bad bag. It just means it’s not MY favorite. But I think any of these would be a safe choice as part of the average photographer’s bag arsenal.

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This Post Sponsored by:
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Kelby Training – Use code KTSBA12 to save $20
BorrowLenses.com – Renting Canon, Nikon, Olympus & Sony, bodies, lenses, etc.
SmugMug – Professional Photo Sharing
Digital SLR Store - Cameras, lenses, accessories and everything else.

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It Only Takes 1 Reflector To Create Beautiful Portraits

I know that usually this site is about more gear, but this post is about less gear. Michael Sasser of Sasser Stills uses nothing but good directing an assistant and one 5-in-1 reflector to produce gorgeous results in a senior portrait session.

I know that I am totally stealing his cat walk move from 0:30

[via SLR Lounge | Fstoppers]

Tamron

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Scanning Film Negatives With A DSLR – A Maker’s Guide

scanning comparison

Well, lets just say I’ve gotten better at this over the last couple of years. The left image was one of the first I’ve “scanned” with my DSLR, and the one on the right I’ve just rescanned using the techniques described below (higher resolution available here). Right now I can get higher resolution and better image quality that what street labs give you on CD.

I’ve seen many articles on the web explaining the basics of digitising film negative or transparencies with a digital camera. The basics are quite simple: you take a photo of a negative into a light source and invert. That’s it. But that alone led me to scan negatives that looked like the one on the left, above. Because I’ve never seen one tutorial that told me “the whole story” of how to do it properly, I’ve decided to put together what I’ve learnt during the last two or three of years of scanning film with my DSLR.

Tamron

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Photography Site Search Engine Optimization Tips

Almost every professional photographer I speak to about lead generation asks me the same question at some point during our conversation:

“How can I get more website visitors from the search engines without having to pay for expensive ads?”

photography site seo optimization

Photography Website SEO Tips & Techniques

While Google AdWords and paid advertisements on select photographer directories might bring in some website traffic, it can quickly eat into our precious marketing dollars. For example, if we don’t carefully manage those ad campaigns, we can easily burn through our daily advertising budget for Google AdWords, or Facebook ads, before the day is even halfway over, often with no sales or concrete leads to show for it.

At the end of the day, the actual cost per click may be relatively low, but the real cost of acquiring a new client from such ads can be much higher, depending on how many clicks it takes on average to produce a serious lead.

Organic Search To The Rescue

Although paid ads can serve a useful purpose for some, it’s obviously preferable for our photography business to appear as high as possible in the natural search results.

It stands to reason that the higher our website ranks for any given search the more traffic we’ll see.

But the question many photographers have then is:

“Okay, but how do I get my website ranked more highly in Google?”

This is where SEO (search engine optimization) comes into play.

To optimize our websites effectively, we must understand the basic principle that the job of the search engines is to provide the most relevant and interesting results possible for a particular set of keywords.

Google and the other search engines achieve this goal by ranking web pages within the search index using complex proprietary algorithms.

Our SEO task is to help the search engines achieve their goal without trying to manipulate the system in any way with undesirable methods (often referred to as “black hat SEO“).

Choose Your Keywords Carefully

The biggest mistake that I see photographers make with SEO is chasing the wrong keywords and keyword phrases.

For example, it seems natural at first to aim for such phrases as “professional photographer“, “wedding photographer“, or “portrait photographer“.

Unfortunately these phrases are so generic, appear on so many websites, and are searched for so often that there’s very little chance of being able to rank highly for them.

Not only that, we may not even want to, since those phrases don’t fit the criteria for what we call “buying signals“.

What are buying signals?

Consider this example. Someone who types “wedding photographer” into Google could be someone looking for information on how to become a wedding photographer, for a book on wedding photography, or a YouTube video. It’s a very general search in terms of its intent, and doesn’t give us much of a clue about what they’re really thinking about.

On the other hand, someone else types “traditional wedding photographer in Memphis TN”. Here we have someone who is looking for something a lot more specific, and they’re much more likely to be in a buying mode, since there’s a much higher chance that they’re actually looking for a wedding photographer to hire for their wedding.

The key buying indicator in this example is the addition of the location.

It’s All Local

With the possible exception of destination photographers, most professional photographers operate within a fairly well defined local area, with a target market that usually lives within 100 miles or so of their studio.

It therefore makes sense to choose keyword phrases that represent the local market, and to create content that can rank well for those keywords.

I know this might sound strange, but the next mistake I see is photographers forgetting to put their studio address on their website! On many occasions where I’ve been asked to mentor a photographer, the only way I can figure out where they actually are is to Google the area code for their phone number!

Not a good start!

So don’t make the mistake of assuming that your target market will know where you are. Google certainly won’t have a clue unless you make it obvious! Your address is the first indicator of the area you serve, and should ideally appear on every page of your website – usually in the header section.

Be Creative About Keyword Usage

So where should you put your keywords, and how often should you use them?

If you’ve been around SEO for any length of time, you may have heard the term “keyword stuffing“, and this is certainly something to avoid, but what does that mean exactly?

Keyword stuffing is the term for when we use the same keyword phrase over and over again, in an unnatural way, to try to influence the search engines. Technically, it comes under the umbrella of what Google likes to call “over-optimization” and can result in your web pages being given lower rankings, or even removed from the index altogether.

This could spell trouble for the professional photographer who is trying to rank for something like “wedding photographer in Memphis TN“, because repeating that phrase more than a few times on a page just doesn’t read right for the audience, and the search engines will easily sniff it out too.

However, there’s always more than one way to skin a cat, as it were, and this problem is no exception.

Firstly, the search engines are becoming very smart about understanding the context and semantic meaning of text, especially English. The ranking algorithms don’t just count words these days, they also have a good idea about related words, sentence structure, and the general meaning based on surrounding text.

We can put this to our advantage by using variations of our keyword phrases to achieve a similar result. For example:

  • “Looking for a wedding photographer in Memphis TN?”
  • “Live in Memphis TN and searching for the right wedding photographer?”
  • “Have a wedding in Memphis TN? Find the best photographer here…”
  • … and so on.

By the way, as a rough guide to avoid being flagged for keyword stuffing, your keyword phrases should appear no more than 5 or 6 times for every 100 words of text.


Keyword Placement

Are some places better than others on a web page for our keywords?

Yes, some areas are more important than others when it comes to keyword placement, so we should make the effort to include our most relevant keywords in places where the Google robots assign the most weight.

For example:

  • The page title (found in the <title> tag of the page header)
  • The meta description (found in the HTML header section)
  • In the main heading (usually specified by the <h1> HTML tag)
  • In sub-headings (<h2>, <h3> etc.)
  • Emphasized using bold, underlines, and italics
  • As the anchor text for internal links

Note: “Anchor text” is the actual text that a user would click on to visit a link. Having keywords in your anchor text for internal links is important for establishing relative relevance of pages within your site.

It’s Not Just The Text!

One objection I hear from photographers is, “I’m a photographer, not a writer“, which is actually false!

First, if you want to be a professional photographer then you must stop thinking like a photographer, and start thinking more like a marketer.

Second, you better learn to write, or have someone do it for you, because there is no way around this if you seriously want to rank anywhere. Now, that doesn’t mean we’re writing novels or anything like that – in fact, a conversational and friendly tone always works best.

If you do find it really hard to write, then record yourself talking about your topic, and then transcribe it into text.

Whatever method you choose to create your website copy, it’s essential, both for your target audience and for the search engines.

However, aside from all that, the good news is that there are also other ways to deploy your chosen keyword phrases without risking a slap from Google.

Through images and photographs.

The Google robots cannot “see” photographs and understand what they are (at least not yet), which is one of the reasons why Flash-based websites perform so poorly in the search engines, so you might wonder how we can use images for SEO.

As it turns out, we can add keyword phrases to images in certain useful ways:

  • As part of the image filename
  • In the “alt” attribute of the HTML <img> tag
  • In the “title” attribute of the HTML <img> tag
  • As part of the caption (text that appears below the image)
  • In a written testimonial from the client, displayed near the image

The point here is to be creative and constantly thinking seriously about how your web pages are constructed from both your audience’s perspective and the search engine’s viewpoint.

In a sense, you’re trying to help the search engines better understand what your website is about, who it’s aimed at, and how relevant it is to the subject.

If you can do that, and provide real value to your website visitors at the same time, you’re well on your way to higher rankings and more traffic.

Final Thoughts

While working to constantly improve our website SEO is necessary in order to stay ahead, an increase in website traffic is only a part of the overall solution, and website visitors are more than just statistics to be counted by our analytics software.

They’re real people, with real needs and desires, and they’re all looking for something when they visit our website. With that in mind, I see it as our responsibility as marketers of professional photography to make sure we satisfy those needs by providing them with valuable content that helps them make the decision to contact us for a more personal conversation.

So, SEO is only the first step in a larger process. Once you’ve attracted them to the website, the next challenge is to present them with valuable and persuasive content that will lead them through your sales funnel to the point where they are compelled to want to talk with you.

About the Author:
Nigel Merrick is a professional photographer, blogger and business coach for other working photographers. Nigel’s blog ( Photography Business, SEO and Marketing ) helps professional photographers find peace in their business, love from their clients, and happiness in their personal lives by clarifying their focus on business and marketing.


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