In the beginning there was search and it was good. We sat at our desks and typed things into our large stationary computers attached by some kind of cord to the Internet. We would linger, we would have to be patient and take our time to find what we wanted (because dial up speeds were ssslllloooowww). Then came laptops and wireless and we could sit in coffee shops or take our computers into business meetings. Connection speeds and processors got faster. We got less patient and less likely to dig deeper to find what we wanted. Then came the iPhone and all its brethren, a powerful handheld computer that could easily go anywhere. The smartphone revolution changed the face of how we interacted with the Internet forever. And the addition of the iPad and other tablets added another layer of mobile complexity to the way the audience engages with online content. Whether text or video, as long as there is a decent Internet connection (and a reasonable data plan) people can be plugged into your content anywhere. How does this moving, agile audience change search marketing? How do you make sure your screen media content and its related text is mobile accessible and gets found? This issue of From Search to Screen takes a closer look at these questions. Continue reading “The Audience as a Moving Target: How Mobile is Changing Search Marketing” »

There’s no denying that sometimes search engine optimization (SEO) gets a bad rap. At its worst it is seen as manipulative and dishonest, while others may find it just plain boring or are overwhelmed by the nit-picky details. However, SEO offers a world of possibility for screen media creators, especially if it is done with integrity and consistency as part of a larger engagement strategy. This week, From Search to Screen takes a look at some of the best practices for what I like to call “authentic” SEO and how it can be of benefit to a film, television show, web series or transmedia experience online. Continue reading “Keeping It Real: Best Practices for Authentic SEO” »

The idea of “crowdsourcing” has been around for about five years, since Jeff Howe coined the term in a Wired Magazine article. It basically means outsourcing to the crowd. Filmmakers like those behind the Finnish sci-fi comedy Iron Sky have found it possible to crowdsource such services as visual special effects through their Wreck a Movie platform to keep costs low. User generated content (UGC) has become key to many online business models where content of all sorts is essentially created for free by a motivated and involved community (such as the YouTube Life in a Day  documentary film). And of course, everyone has heard of at least one successful crowdfunding story for film and online video through sites like Kickstarter and Sokap. It all sounds a little too good to be true, and a crowdsourcing backlash now decries it as “slave labour.” But whether it is exploitation or simply engaging your superfans effectively, crowdsourcing is becoming a necessity for many indie screen media creators. This week I explore how search marketing can help you connect with your potential superfan community and get them invested in generating content and cash for your project. Continue reading “Search & Crowdsourcing: How to Find Community, Content & Cash Online” »

If search is about finding and connecting with your audience, then keyword research provides the bridges and roads with which to make that connection. Good keyword research is the foundation for all effective search marketing. It tells you what your potential audience is searching for, how often and what the competitive landscape is like. These are critical metrics for anyone doing business online and are no less important for a film, television show, web series, transmedia experience or even simple one-off online video. Without keyword research you could be spending a lot of time, effort and money marketing to no one. Here are six reasons why you need to invest resources into this strategy for your screen media project. Continue reading “Keyword Research: Why Should Filmmakers Care?” »