MaxiMizing YOur ExpOSurE with BEttEr wEB DESign
The navigation on Laura Pannack’s website, hosted on FolioSites,
the company Dodd founded, incorporates her Tumblr.
patterns emerging: photographers not backing up their websites, websites get-
ting hacked, going down … [because] they’d forget to renew something, they’d
forget to update something and [it] would break. So I started to look into ways I
could help photographers out with all of this …”
Many of the sites that are hosted on FolioSites feature large, bold and impres-
sive graphics and minimal interfaces, the exact sort of sites that are effective on
both computer displays and tablets alike. They all have the ability to seamlessly
integrate the new and innovative content from a Tumblr or blog with the as-
signment work or projects on the portfolio website. And since WordPress works
seamlessly with HTML, all of his client’s sites can quickly integrate their social-
media work as well.
Most of the efforts to maximize exposure via design and content don’t amount
to much if clients can’t find you, says search engine optimization (SEO) expert
James Slattery, author of the book Rainy Day SEO.
“I think that a lot of [photographers] are going crazy with social media. It helps
but it’s a small factor.” Slattery points out that SEO tracking studies show that
without a huge following on social media, your social media work has little effect on search engine results.
Content, he points out, is the most important tool in a successful ranking.
What Slattery and his peers do is evaluate a client’s website against the competition using what is called an “all in title” search on Google. By using the phrase
“allintitle:” before a search keyword or phrase, Google restricts results to only
those Web pages that contain all of the keywords in their title.
This, he explains, shows you how the competition ranks, and gives SEO experts targets to figure out how to maximize efforts to get their clients’ sites to
The best ways to easily increase the rank of a site is to have lots of other sites
linking to it and to make sure that a photographer’s site is making good use of
relevant key words. That’s been true since Google first launched and has remained
true through all of the company’s various tweaks to its search algorithms.
© ARIANA FALERNI