photographers, a distinction that earned
them the 2012 award.
The Parks took note of which blogs and
magazines were publishing them and then
contacted editors from those publications.
They interviewed editors over the phone,
met with them for coffee or took them
out after networking events. They picked
their brains about what content they were
after, what made a wedding publishable
and how to create engagement shoots
that would light up the Internet.
3Optimize for Google After a Chanel-inspired engage- ment session got an incredible
amount of web traffic, the Parks figured
out that not only do stylized shoots get
published, but they also generate an influx
of unique page views (especially when
keywording a name-brand like Chanel).
This means that their page is marked as
relevant to searches for that brand name.
Because the Parks’ images are so well-
publicized, their website and content is
linked to many other websites, due to
“backlinks” or inbound links (links to a
website from another website, directory or
domain, which Google uses to determine
PageRank). Increasing backlinks is one of
the primary forms of search engine opti-
mization. When websites with “authority”
(like popular wedding blogs and maga-
zines) link to the Parks’ , it translates to a
higher PageRank for their website. They
also found they rank higher in searches re-
lating to the niche they target such as “Dis-
ney Wedding,” “Cinderella Engagement”
or “Chanel Engagement.”
The Parks follow the same strategy with
vendors, mentioning them (and backlink-
ing) in all of their blog posts—whether
personal or in other publications. And in
turn, the vendors that use the Parks’ images
on their own blogs backlink to the Parks’
website. This creates a tight network of links
and posts that Google interprets as an indi-
cation of highly relevant content.