These days many companies use stock photography for their website and print needs rather than spend a small fortune on having their own, unique photos taken by a professional. This can save you a lot of money, and allows graphic designers to be more innovative and creative within their design brief using their skills and knowledge of stock photography resources to create the best solution. Everyone’s happy.

Except, of course, if you use the wrong stock photo. Perhaps your tag line reads “Buy red roses this Valentines” and the photo is of a daisy - a flower for sure, but not a red rose. Or perhaps you made the same mistake as Birmingham City Council, and spent £15,000 sending out a flier to your residents thanking them for their recycling efforts with a picture of the wrong Birmingham skyline. Hmm. It’s an easy mistake to make - do a search in your stock photo resource for ‘birmingham skyline‘, choose your favourite image, then make your flyer. Simple. Except of course if you know Birmingham in England, you’d know it’s not Birmingham, Alabama, USA. Admittedly they are similar, but not that similar.

Even without knowing which company Birmingham Council used to design this flier we can know that it’s not really their fault. It’s an easy mistake to make and surely someone at Birmingham Council should have checked the flier before it went out, perhaps noticing a lack of famous Brum landmarks like the Bullring building.

Birmingham’s distinctive Bullring centre - by Joseph Maestri

So how can we stop this happening? Well two key things; firstly - make sure that whoever is doing the work has a full, descriptive creative brief, perhaps with a few example images that you’ve found yourself to illustrate a concept or idea, and make people aware of pitfalls (perhaps Brum council’s brand guidelines can have a warning that says ‘watch out for Birmingham, Alabama!’. Secondly, review the final product carefully! It’s so easy to make a mistake unwittingly, from a last minute typo to a generic town skyline, so get someone who’s not been involved with the process to do a review as they will have fresh eyes. On that last point, remember that every time you make a change, however small, you have a new product that may have new mistakes in it - if in doubt, review it again.

In this particular case there could have been a third possible saviour - geo-tagging. In this situation if the photo search had been restricted to searches in the greater Birmingham area, UK, then the US skyline should never have shown up in the first place. A good stock photo search will potentially warn you of such ‘duplicates’ - asking you which Birmingham you mean before it presents results. In the case of using cheap stock photo engines you often pay for what you get, cheaper, potentially good photos, with less comprehensive editorial and tagging processes. Buyer beware!

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When Stock Photography Goes Wrong

Years ago I had a conversation with a marketing friend who took the approach that people enjoyed filling out forms once they’d started. To that end she would always advocate adding in relevant, but somewhat random questions at the end of registration forms as this would add colour to our understanding of our guests. It’s an interesting idea, and for some demographics this is likely the case, however in these days of signup overload it’s a practice that most of us would avoid.

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Getting People to Complete Registrations

Ironically, in the US and Canada the price at $9.99 is not even accurate. Once you take your purchase to the checkout you’ll find tax has been added - around 8% in New York for example - making your purchase over the round $10.00 figure that is such a barrier. Of course by that point you already have the item in hand and you’re ready to go and as humans we hate to prove our own decisions wrong by putting the product back on the shelf.

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"Priced to sell at 9.99!"

Now this raises a few interesting questions. First up, what will happen to the search results while Google and Yahoo work out how to rank and rate Flash content? No Flash designer has ever had to consider the SEO effects of their Flash coding so surely there must be some pretty badly constructed Flash content out there, at least in terms of what Google is used to seeing. Secondly, are we really excited to see lots of Flash enabled intros for boring, company sites showing up when we search? Probably not - that’s why ’skip intro’ will soon be the most hated, yet competitive term on Google. Finally, now that Flash folk won’t have to create HTML versions of their sites for SEO purposes - will they still remember to do so for partially sighted visitors? Text to speech browsers are not highly optimized for reading Flash, and although in the UK this audience is supported by legislation this is not the case globally. Perhaps Adobe will also release their Flash ’search reading’ software to other companies that make text to speech browsers to help them out there - unless Google just offers it as an API of course. Click here to Skip intro.

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Skip Intro: Flash Content now Search Enabled

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Seth Godin’s 5 Easy Pieces of Marketing

Although I agree with his stance about their being too much surveillance in British society, something that could well be damaging our population as a whole by removing our need to have personal responsibility for our actions, I disagree with his overall argument. Yes, collecting the movement of every butterfly in the world to predict the weather would be ridiculous and impossible to deal with, but in the world of more directed, human activities information can be much more revealing. Right now we may not know what behaviours indicate a potential attack, but over time with the right data and good analysis it is conceivable that these behaviours can be isolated and hence our limited Police resources can be deployed more effectively.

We’re talking about artificial augmentation of our senses here. Right now, watching 1000s of CCTV cameras is ineffective on the whole at prevention, but potentially automated matching technology could draw attention to those looking more suspicious, to a level a computer can recognise, and then a human can do the final filtering. No way can a team, however big, watch every person in London. In the same way that no person could do what Google does every time we do a search.

Augmentation and filtering based on our needs is a constantly expanding field as we go past the information age and into the ‘Knowledge Age’, whether for security or personal goals. Having a large pool of, ideally non-identifying, data to work on to create these filters is fundamental to success. Although as each level of filter is deployed and improved, then all that will happen is someone will game the system and find a way round - for comparison, spam blogs didn’t exist a few years ago, and now they are everywhere. That said, should we be trying to create an all seeing ‘Big Brother’ computer system that watches us at all time? That’s an ethical and moral question that is harder to answer.

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Big Brother’s Data Aquisition Filters

Personally I find the ‘www’ to be distracting residue from the old days of the web, and advocate removing it wherever possible. This can now be seen in a number of print and TV ads for popular brands, where the ‘www’ is now rarely used - interestingly for less well known brands the ‘www’ is still in full effect. However there is a danger for existing website owners here - most people when they set up their wonderful, new website will do the obvious checks from their home page for missing content, typos and the like. However most site owners rarely think what might happen to people coming to their site from sources other than clicking on a link. Mis-typed pages are generally captured by a 404 Page Not Found error, which on well built sites results in a helpful page that allows the visitor to search and find what they want. However in the case of a mis-typed of missing sub-domain (ww.example.com or example.com) the user will be presented with either a missing site error or a long wait, depending on their browser and the default behavior of your host’s web server. Either way this could make the visitor think your site has gone away, unless they’re canny enough to try adding a ‘www’ to the front and reload.

So my advice is to ensure, at the very least, you support no sub-domain for your website as well as the traditional www - and make sure you test this when creating new websites for yourself or your clients.

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URLs without ‘www’

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SaintFX Launched

One fundamental difference right now, is that websites tend to be text based, whereas a photo is pure image. So with photos effective keyword tagging is pretty much the only way someone will find your photo when they are searching for a particular need, unless they already have a relationship with you. Expressing the contents of a photo in keywords is now a key skill for all photographers, and they often pay people to do it for them. You have to look at the photo, describe what’s there, and not be emotional about it. You have to be aware of synonyms for key words, and you have to categorize how many of each object are in the photo - such as ‘2 women’. Saying ‘our holiday’ is not going to win you any stock photo business, it’s too personal and non-descriptive. Same with web SEO. A blog title like ‘I’m annoyed..’ may express how you feel, but won’t help your witty, helpful rant on why Microsoft Vista sucks be found by the people who need to read it.

Of course all the major search players are creating more and more advanced image searches as we speak. Google’s image search has a lot of interesting tech behind the scenes, such as face matching, but none of it is yet targeted towards stock photo needs. As this technology evolves we may see the end of the need for photographers to sit and manually tag their photos, but I suspect that’s a long way off. Computer based interpretation of spoken speech has taken a long time to get to the poor level it’s at, and image interpretation is possibly a harder task with less priority. So for now photographers need to be SEO experts in their own field, or they just need to become a world class famous photographer on commission who never needs to worry about stock again. Simple.

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Stock Photography SEO

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Nature Inspired Design