Author - sicksens

Create a Realistic Panoramic Matte Painting in Photoshop

Matte paintings are images commonly used in the film industry to create the illusion of an environment that would otherwise be too expensive or impossible to build. In this tutorial I will show you how to turn a single stock photo into a realistic panoramic scene. Click to enlarge the image.


Resources

The following images were used during the production of this image.


Step 1

Download the following stock image in order to follow this step-by-step tutorial: if you choose to work on a different plate, try to find a photo with a mostly clear sky so it will be easier to enlarge the photo in the following steps.

Now open your stock of choice in Photoshop and increase the canvas size in all directions except for the ground. First right-click on the background layer in the layer palette and choose the option Layer From Background. Name your layer plate. After that go to Image > Canvas Size and set Width to 3250 and Height to 1450 pixels. Make sure to select the bottom centre rectangle for your canvas extension area in the Canvas Size menu and click OK. The image should now be extended with a transparent background.


Step 2

Now we will start to fill the new transparent area with life. This might turn out to be a very time consuming step if you are not used to working with stock images in this way. Duplicate your plate layer and move the original layer with the Move Tool (V) about 200 pixels to the left where the background is to be enlarged. Make sure the Show Transform Controls in the upper menu is selected and then increase the size of the layer to about 101%. Why do we do this? Have you noticed the thin white line in our stock image? The new area has to blend seamlessly with our original image, therefore we have to move both lines to the same height.

Next we have to get rid of the sharp edges in the upper layer. For this, select your duplicated plate layer in the layer palette and add a Layer Mask by clicking on the Add Layer Mask button below. Select the Brush Tool (B) and pick a large 200 pixel round soft brush to delete unwanted areas of your layer. To do this you will have to set your Foreground Color to black and Opacity as well as Flow to 100%. Then start brushing on your edges while the layer mask is still selected.


Step 3

The left area now obviously looks duplicated, so we will use the Clone Stamp Tool (S) to fix that. First create a new layer on top of all other layers, then grab the Stamp Tool and select the option Sample: All Layers in the upper menu. This way the Stamp Tool will clone areas from all layers, while it will neglect everything except for the selected layer in case the option Current Layer is chosen. Again use a large round soft brush and set its opacity to about 50%. This is a very experimental step, so I recommend that you vary your brush sizes and opacities to get the optimal cloning result. Make sure you press Alt on your keyboard while you select the desired area in your image that you would like to clone. Do so with a single left-click.

After selecting your area, stop pressing Alt and click in your empty layer once again to start cloning. Depending on the direction you are moving with your mouse the Clone Stamp Tool will now recreate elements from the desired area in your new layer. Make sure you do not cross noticeable edges of your image while cloning as it will bring the quality of your result down a lot. With some patience you might get a similar result to mine. Feel free to merge your background layers whenever you are satisfied with the result. Be aware that it is not as simple to correct mistakes afterwards.


Step 4

Use the Clone Stamp Tool as described in step three in order to expand the background on the right as well. This is, again, very experimental. Try to clone some nice cloud formations and blend them as best as you can with your original plate layer by using methods from steps two and three. There is no need to be overly accurate here, as we will cover the sides with photos of trees and bushes later on.


Step 5

Create a new layer and then go to Image > Apply Image with the settings shown in the following image and press OK. We will now fill the empty areas by increasing the size of this layer. Go to Edit > Free Transform and increase the layer size to about 130% until all empty space is filled. The sky in our background is very dusty and grainy so this method does not hurt the quality that much. I usually do not recommend using this technique as it may bring down the quality of an image drastically. In our case the relevant areas will be hidden by other elements at the end, so it does not really matter to us.

Next, add a Layer Mask and erase all the parts in the center where the applied image and original layers overlap each other. That way we will keep the quality and sharpness in the central areas high. Like in step two, try to blend your layer as best as you can. You might want to use the Clone Stamp Tool again in order to fix all bad transitions, which you do not plan to cover with other elements in the end.


Step 6

In this step we will fill the canvas with more chimneys. Again go to Image > Apply Image as explained in step five. After that select Edit > Free Transform and rotate your layer 60 degrees clockwise. Then erase the chimneys but keep the smoke. We will add new chimneys instead to add variety to our scene. I have used the following stock photo: chimney.

Drag this layer into your file and erase everything except for the chimney. You can use Adjustment Layers to blend the stock photo with our original plate. Create a new Adjustment Layer by clicking the fourth button at the bottom of your layer palette and choose Hue/Saturation from the menu. Our other chimneys have a dark purple color, so adjust the colors as followed: Hue = -108; Saturation = -43; Lightness = -14.

Right click on your new Adjustment Layer in the palette and choose Create Clipping Mask. Make sure your Hue/Saturation layer is right upon your chimney as a Clipping Mask only affects one single layer and not the entire image. Repeat this step if you need to add more chimneys. You may want to set the Blending Mode of your chimney layer to Darken in order to blend it nicely with the background (do not forget to extract it with a layer mask or whatever technique suits you best). I also reduced the opacity to about 40%. It is reasonable that objects in the distance are covered with a lot of dust and haze, which is why we have to decrease the contrast to create the illusion of depth.


Step 7

Use the Clone Stamp Tool (S) described in step three to compliment the smoke on the right with additional clouds. However, pay attention to lighting and shading of the smoke while cloning areas. Concerning other objects in our image, the smoke clouds should always be lit from the right. In order to blend elements properly you always have to keep track of your color of light and shadows, as those are essential for a coherent image and realistic atmosphere.


Step 8

Apparently there is enough empty space for another chimney. Download the following stock image which appears to have similar lighting conditions: chimney2. The photo is desaturated, so we will have to recolor it. Open the stock photo and go to Image > Adjustments > Color Balance and Image > Adjustments > Brightness/Contrast to adjust the image with the following settings. Start with Color Balance and then do brightness adjustments. Do not change this order as it will alter your results greatly! After that drag the photo into your work-file and erase all unneeded areas. I recommend extracting it with a large round soft brush at different opacity levels.


Step 9

The new chimney does not blend very well with the scene yet, so we will apply a couple of additional adjustments. Firstly, create a new layer on top of your new chimney and set the Blending Mode to Soft Light. Pick a small soft round brush (about 20 pixels) and turn the Opacity of your brush down to 30%. Set the Foreground Color to white and then brush over the right of the chimney to brighten it according to the direction of our light source. Secondly, create a new layer, set the Blending Mode to Multiply and now brush over the chimney in order to darken it. This time be careful with your brush opacity as the Multiply Blending Mode tends to work more effectively than the Soft Light mode. Set the opacity to about 10% and change the Foreground Color to black or dark grey. Thirdly, create another new layer, again set its mode to Multiply, but this time grab a larger soft brush (about 100 pixel) and set the Foreground Color to #f0b5aa. By brushing over the smoke we will mainly adjust the colors of its highlights and therefore change the reflection of light. Depending on your result you might want to experiment with the layer opacity as well. Try to get a similar result to mine by varying brush sizes and opacities.


Step 10

Our image still looks awkward, but we will now finally add the missing foreground elements! Feel free to look for tree and bush images yourself. You may also download the following: 1, 2.

First open stock image #2 and drag it into your work-file. The layer should be on top of everything else. Due to the fact it has a white background it can be extracted fairly easily. Go to Select > Color Range and make sure Sampled Colors are selected in the drop-down menu. Then click left into the white area of your layer to get the right color with the Eyedropper Tool. Set the Fuzziness to 95, activate Invert and click OK. After that directly apply a mask to this layer by clicking the third button at the bottom of the layer palette. If you did everything correctly, the branch should now be almost entirely extracted. You will most likely see some awkward white lines around it. Don’t worry about them for now because first we will apply a few color and lighting adjustments.


Step 11

The most important aspect of a matte painting is that all elements in our composition have similar lighting conditions. The easiest method to blend your stocks properly is to check highlights and shadows of your original plate and adjust the new elements accordingly. In our image the foreground elements (the bushes) are very dark, so we must decrease the contrast of our branch a lot to ensure that it blends nicely with the scene. Click on the fourth button in your layer palette and add the following Adjustment Layers (see image below). Once again make sure you don’t change the order. After that turn every Adjustment Layer into a clipping mask applied to your branch as described precisely in step six. Lastly set the Opacity of your branch layer to 85% and change the blending mode to Darken. Hopefully all white edges are gone now.

Finish this step by mirroring the branch layer with Edit > Free Transform and then move it to the upper right corner until you are satisfied with the composition.


Step 12

Now open the other stock image and try to change the color of the trees to a dark and desaturated purple with less contrast. I recommend to experiment with adjustment layers yourself. If you can’t get a similar result, use the following settings and drag the finished product into your work-file. Put it below the branch so that the tree layers overlap each other nicely. Set the blending mode to Darken. In this tutorial we will only use the right half of that stock image, however, feel free to make use of the left half as well.


Step 13

This needs more work on blending: Select the tree layer and then erase the red marked areas with a big round soft brush and brighten the green marked parts with the Dodge Tool. Make sure the Dodge Tool is set to Midtones with low Opacity (something around 15% will do it). Dodge the upper tree leaves until they disappear behind the branch we added in step 10. Do not overuse the Dodge Tool, though, as it also desaturates your stock image in the process. If the leaves appear to be too desaturated afterwards you might want to adjust them with Image > Hue/Saturation again.


Step 14

There is still a small area to the left which needs to be fixed. Create a new layer upon your tree layer and set the Blending Mode to Color. Now pick a purple color from the background with the Color Picker Tool (I chose #a08999) and brush onto the yellow marked area. After that turn the layer into a Clipping Mask and set the layer Opacity to 75%.


Step 15

As you might know cutting stock images of trees can be really exhausting. I have a special technique that is very useful for extracting images with leaves or any other random and sharp pattern. Download the following stock image and adjust the colors and contrast as described prior: stock. Drag this image into your canvas and position it as you like. Now add a Layer Mask as explained in step two and grab the Brush Tool (B). Photoshop comes along with a lot of nice default brushes. We pick the leaf brush: Scattered Maple Leaves and set the size to 44 pixels. Check the attached images if you are unsure of what brush I am talking about. Also the settings for Scattering and Shape Dynamics are really important. Choose black as your Foreground Color and then draw into your Layer Mask to extract the leaves. You will notice that this technique is not very accurate, so you might want to vary with scattering, brush size and opacities in order to get a better result. This method works best for objects with a random pattern, and a graphic tablet can be of great use, too. In case the contrast of this layer comes off as too high, set the Opacity of this layer to about 80%.


Step 16

Keep adding more trees and bushes in the foreground with the techniques listed in steps 10 to 15. Most importantly try to cover all the flawed areas which are still left. Also keep in mind that the basic composition tends to be central/symmetric, so try to fill equally as much space on the left as we did on the right to keep our composition in balance. Do not just simply copy + paste the existing layers. Matte Paintings have to be as realistic and convincing as possible, so any repetition in our scene will hurt the atmosphere of our piece badly.


Step 17

Now we need to fix some lines that disappear in our painting. This is very easy to do if you own a graphic tablet, if not use the Pen Tool (P) to create perfect lines. First create a new layer, then switch to the Pen Tool and click once for the starting point and a second time where you would like to end the line. Click and hold your mouse and then move it around to create perfectly curved lines. Before you go on, pick the Brush Tool and set the brush to Hard Round 3 pixels. After that choose your Foreground Color with the Color Picker Tool and pick up the color of the already existing lines, which should be #857082. Now switch to your Pen Tool again – make sure the paths are not gone yet – click right on your image and select the option Stroke Path. Select Brush from the drop-down menu and click OK. Finally deselect the path and repeat this step for all other missing lines.


Step 18

Since the basics of your image are done, all the following steps are optional. Feel free to proceed to step 20 where final touch-ups are made. In this step we keep adding more details to our composition to create more levels of depth and some interesting eye catchers. Let us start with adding more factories in the background. Download the stock image and make use of the fact that it has a dark silhouette on a bright background. In this case the Blending Mode Darken works very well. Try to brighten the sky of your stock image until it is brighter than the background of our work-file, but at the same time keep the silhouette dark, so that it will not disappear when we switch the Blending Mode.

Additionally, do not forget to change the color to purple with Image > Adjustments > Hue/Saturation. Use the attached settings if you are unsure. You may place the factories several times in your background, always using different elements of your stock image in order to keep variety. Keep in mind that your composition has a lot of distance haze, so the new factories should be similar in contrast to the already existing chimneys. It can be helpful to reduce the layer Opacity to a value of 60%.


Step 19

Add some animals to your composition and bring your picture to life in order to make the scene more convincing. Also think of any other details that may support your concept. Our image represents the typical conflict of nature and technology, so a good idea could be to search for images which present deforestation, for instance rotten trees or tree stubs. Some of these stocks can give you an idea of what I am talking about: 1, 2, 3, 4. Always pay attention to your light source while adding new elements. Use Adjustment Layers and Blending Modes to blend your images according to your light source.

I will give you one more example: Extract the tree stub and place it in your image where you like it best. Don’t forget to change the color to purple. Now create a new layer on top of your tree stub and turn it into a Clipping Mask. With the Color Picker Tool selected pick up a color from the highlights of the smoke in the background and then brush on your new Clipping Mask with this color to add highlights to your tree stub. Switch the Blending Mode of your Clipping Mask to Overlay.

Apply this technique on all other objects you would like to add. Experiment with the Blending Modes as the result always varies depending on the photo which you are planning to use. I can recommend the Blending Modes Soft Light, Overlay, Screen and Color Dodge for all actions which imply adding highlights to your composition.


Step 20

This is almost the final step. In this step we are going to add a lot of color and contrast Adjustment Layers, which will completely change the atmosphere of our image. The final result will look much more like an actual artwork rather than a photo-manipulated stock image. First we start off with a Curves Adjustment Layer in order to improve the contrast. Create new Adjustment Layers on top of all other layers with the following settings.


Step 21

You can stop here if you like this surreal night scene. Otherwise add some more Adjustment Layers as we are going to turn night into day with this step.


Step 22

There is a small area to the left which pops out with blue color. Fix this area by creating a new layer and setting the Blending Mode to Color. Pick up a desaturated brown color (#6b6254) and then brush over those parts which have to be recolored. After that decrease the layer Opacity to 75%.

Furthermore, we are going to add some light rays. Create a new layer, select the Paint Bucket Tool (G) and fill it with black. Then grab a big round soft brush and pick a bright orange color. You can now draw diagonal orange lines onto your black layer (in case you own a graphic tablet), or click once with your mouse into your black canvas and create a big round circle. Then go to Filter > Blur > Motion Blur. Set Angle to 45° and Distance to 999, then press OK. After that set the Blending Mode to Linear Dodge, which will result in some nice lighting effects. Move your layer around and erase the parts which you do not like. You may also duplicate and distort this layer if you want to add even more light rays. That is all up to you.


Final Image

When you are finished, your image should look something like the image below. Click the image to enlarge.


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How to Create a Greek Mythology Inspired Photo Manipulation

In Greek Mythology, the Titan Atlas literally carried the weight of the world on his shoulders. This is because when the Titans were defeated Zeus condemned him to hold the Earth in place. In today’s tutorial we will demonstrate how to depict Atlas’ punishment using stock photography and Photoshop.


Resources

Today, we will be using the following stock photos.


Step 1

Open stock for atlas model, using Pen tool, extract model from its background and then duplicate it on a new layer. Change layer’s name to atlas.


Step 2

Fill background layer with black. We need a bigger canvas; go to Image > Canvas Size menu. For easier resize process, choose percent and then fill in Width: 120, Height: 140 percent and Pick middle down anchor point. This way, canvas will be resized upward. Click OK to confirm resize.


Step 3

Open earth stock, notice that the earth consists of three layers, delete background layer so now you only have two layers left. Go to Layer > Merge Visible or just press Cmd+Shift+E to merge visible layers.

step 03

Step 4

When done, insert the Earth in to atlas illustration. Make sure you place the Earth’s layer below the atlas layer, then rename its layer to ‘earth’. Resize earth to make it larger, then rotate it to the right so the dark side of earth is in the left side. Press Enter to confirm transformation.


Step 5

Click back to atlas layer then resize (Cmd+T) to make it smaller. Make sure atlas image is resized proportionally by holding Shift when you drag the corner control point. Hit Enter when done.


Step 6

Use Crop Tool to crop canvas size. To give celestial atmosphere, add stars to the background. For that purpose, select background layer then click Filter > Noise > Add Noise. Adjust Amount value around 100%, select Gaussian and check Monochromatic ON.


Step 7

Click OK, then background layer will be filled with noise. Blur it using Filter > Blur > Blur More. You can repeat this step by pressing Cmd+F in case you want the noise look even more blurry. Press Cmd+L to bring up Levels dialog. Adjust input levels by dragging its slider’s until the number of "stars" is reduced, or until you have found the desired result. Click OK to confirm levels adjustment.


Step 8

Activate Brush tool, then load the cloud brush (you can find and download the cloud brush here). See image below to learn how to load brushes.

We also need more space to draw the clouds, so resize atlas and earth to make its smaller.

step8b


Step 9

Select white as your brush color and make sure Brush Opacity is 100%. Create a new layer on top of your atlas layer, then start creating clouds using various cloud brushes. As you can see, the clouds are placed below the atlas body. To get better results, try to vary multiple cloud brushes as shown below.


Step 10

Now load some ink brushes in to Photoshop (you can find and download ink brush here). Same as before, combine multiple ink brush to get varied results.


Step 11

Add a layer mask to cloud layer. Now paint layer mask with black using cloud and fire Brush with low opacity (around 20-25% ). There is no guide to do this; just try to balance the look of the clouds, not too thick or thin.


Step 12

Select atlas layer, then press Cmd+U to bring up Hue/Saturation dialog. Drag Saturation slider to left to change pale skin color, and then drag Hue slider to right to change skin color look more yellowish.


Step 13

Open up texture stock, use Rectangular Marquee tool to create selection. Copy selected texture in to atlas illustration.


Step 14

Place texture between clouds and atlas layer’s. Change its layer name to texture and then press Alt+Cmd+G to make it a Clipping mask. This way the texture will only appear inside of atlas’ body. Change texture layer Blending Mode to Overlay, then press Cmd+T and make it smaller.


Step 15

Open fire stock, create selection using Rectangular Marquee tool. Drag selected fire in to illustration.


Step 16

Place it between texture and clouds layer, then change its layer to a clipping mask by pressing Alt+Cmd+G. Also change the blending mode to Overlay. This should give the texture below it a nice hue.


Step 17

Add layer mask to the fire layer, then use a Linear Gradient to mask it. This way only half of the fire will be visible.


Step 18

Open chain stock. You can use the Pen tool to create a selection path or you can also use quick mask selection using the Brush tool to extract the chain from its background.


Step 19

After you are done extracting the chains, copy the selected chains in to the atlas illustration. Make sure that you place it on the very top of layer and name it ‘big chains’. Using free transform command, resize and rearrange the chains to the right of illustration, see image below for more details.


Step 20

Duplicate chain layer, then flip it horizontally (Edit > Transform > Flip Horizontal). Drag the flipped chain to left, see image for more details.


Step 21

Open and select texture stock once again, then drag it in to atlas illustration. Place this texture over the first big chain layer.


Step 22

Make this texture only appear inside chain image by change its mode to clipping mask (Alt+Cmd+G). To blend texture with chains, change the Blending Mode to Overlay.

22

Repeat this process to the other big chains layer.

22b

Step 23

Open the second chain stock, select chain on the left by using Rectangular Marquee tool and then drag this selected chain in to the atlas illustration. Make sure you place this second chain stock on top of every layer, rename its layer to "small chain."

23

Step 24

Use the magic wand to select and remove the black background from the chain. See image below for more details.

24

Step 25

Rotate this small chain until it appears horizontally. Then use the Clone Stamp tool to extend the length of the chains.

25

Step 26

Press Cmd+J four times, so now you got four new small chain layers, plus one (the original chain layer). Arrange these five chain images like the image below, as you can see, it look like the chain is attached to atlas neck’s.

26

Step 27

As you can see, the small chains are covering the big ones. We will fix this later. Select one of the small chain, then go to Edit> Transform> Warp. Drag warp control point to make the chain curve down like the image below. Do this step in each small chain layer until all the small chains are curved.

27

Step 28

Use a hard round eraser tool to remove the small chains as shown below.

28

Step 29

Now we need to create shadows for the chains to add depth to the illustration. First, we need to select all the chains. Hold Cmd+Shift, then click each related thumbnail layer, see image below for more details.

29

Step 30

Create a new layer below the cloud layer, then fill the selection with black. Press Cmd+D to deselect. Now name this layer shadow. Now rotate this chain’s shadow to the left, so you can see it, it’s also because the light source is from top right corner, so normally the shadow will fall to the left. This also gives depth to the chains.


Step 31

We need to make this shadow a little blurry, so go to Filter > Blur > Gaussian Blur. Adjust Radius value around 5 to 7 px, click OK to confirm Gaussian blur. Remember, to make it even more blurry you can easily repeat this step by pressing Cmd+F.

31

Step 32

Still in the same layer, add a layer mask. Use a soft black round Brush with low opacity to mask the shadow, so it looks as if it is fading out. See image below for more details.

32

Step 33

Repeat steps 29 to 32 to create shadows for the other chains.

33

Step 34

Now select the topmost layer. Hold Alt, then click menu button, choose Merge Visible. This will merge all visible layers in to a new layer.

34

Step 35

Now go to Filter > Other > High Pass. Adjust Radius value around 1.5 to 2 px then click OK. Change this layer’s blending mode to Overlay. This step will make this illustration look sharper.

35

Step 36

Add a new layer adjustment, Color Balance, then adjust its value so the entire illustration becomes yellowish. See image below for more details.

36

Conclusion

Take a look at the final image below.


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7 Ways Your Homepage is Like A First Date

Dating, in general, kind of sucks. Or at least that’s always been my impression. Unfortunately, unless you want to die alone in your gorgeous Troy, NY apartment under a mountain of cats who do nothing but leach off you and prevent you from sleeping a solid eight hours, at some point you have to get in the game. And that means going on the elusive first date. The first date is when you get to know someone. It’s when you get to observe their behavioral cues to determine whether you’d be a good match. It’s when you watch how he butters his bread and wonder if he’d be gentler with a baby. [Don’t tell me you’ve never done that, ladies.]

As wacky as it may sound, people are judging the homepage of your Web site in the very same manner that they’re judging their date. And they’re asking themselves the very same set of questions.

Questions like:

Are we on the same page?

During a romantic encounter, you want to make sure you both have the same goals, want the same things, and that you’re not looking for a first kiss while he’s trying to get you back to his place with as little effort as possible. And when you’re a searcher, it’s the exact same scenario, minus the creepy porn music, of course.

Someone conducted a search and was woo’d back to your place by a compelling Title tag and Meta Description. In a perfect world, you’d direct them to a properly optimized landing page, but if you’re not, then you need still need to make sure your homepage ‘matches’ their search. There needs to be some cue that, “yes, you searched for [delicious vanilla cupcakes] and here are all of our delicious vanilla cupcakes”. Because if you create disconnect between what they WANT and SEARCHED FOR with what you’re offering and the language you’re using, they’re gone. In an instant and they’re not leaving a phone number. Your homepage should be designed to address the exact concerns customers are arriving with.

What are you about?

A first date is a reconnaissance mission. You arrive trying to corroborate everything Google told you find out as much as you can about this person, including their profession, what they do for fun, where they grew up, etc. You want to get a feel for what this person is all about to see if you’re a match. And it’s the same process when a customer lands on your site for the first time.

When someone hits your site for the first time, they’re taking everything in and trying to get a feel for who you are. Your homepage needs to lay the groundwork for the entire culture of your business. You want to use not only your words and language to convey a message, but images, social proofing, video, white space, etc. One glance of your page (which is probably all you’re getting) should tell people who you are and what audience your business is looking to attract.

Can I trust you?

While you can’t create trust in one date, that doesn’t mean people aren’t looking for the cues. They’re looking to see how you talk about your friends, whether you’re rude to the waiter and if you’re checking out someone else while they’re telling you a story. And, again, it’s not much different here on the Web.

On the Web, trust rules all and your homepage should be the first step in creating it. It’s really important that you focus on hitting all the important site trust indicators so that customers know it’s safe to enter their credit card information on your site, that you’ll still be around tomorrow, and that you have experience in whatever it is you claim that you do. Investing in a professional Web design and displaying links to security information, About pages, etc, are all great ways to let people know you’re going to treat them well and not rob them of their life savings.

Are you literate?

Part of that ‘trust’ thing means ensuring that if my life was in danger, you’d be able to use the phone book to call the appropriate authorities. On your Web site, I want to know you can spell newsletter before I agree to sign up for yours. It’s the little things.

Do other people like you?

When you’re chatting with someone on a first date, you’re trying to gather up some social proof. Essentially, you want to know that this person has OTHER people in their lives. Like, friends. This, as you may know, is a good sign that the person you are out with is not, in fact, a raging psychopath that their own mother had to move thousands of miles to get away from them.

On the Web, we look for social proof to help us determine whether or not this is a company we want to be associated with. For example, if your homepage shows you actively talking to people on Twitter, displays that you have 8,000 Facebook fans and that you have tons of testimonials from happy customers, I feel a lot safer doing business with you. People are sheep. We like doing business with the same companies the rest of the flock is doing business with. Show me your flock.

Are you gonna make me work for it?

When you’re out with someone, you want to know it’s not going to become a hassle to KEEP going out with them. For example, can the other person hold an intelligent conversation or do shiny objects distract them? Are their cute quirks like loud chewing, rambling, inability to hold their alcohol, etc, going to stop being “cute” and start becoming “annoying” three months down the line?

On the Web version, people are looking at your site and trying to determine how difficult it’s going to be to navigate and get through it. Are they going to have a hard time finding the right product? Is the check out process five more steps than it needs to be? Are things laid out sensibly? If your site looks like it’s going to be high maintenance, customers are going to go find a site that isn’t. We don’t have that much time to wait on BS these days. Yeah, boys, I’m talking to you.

Will you tell me what to do next?

The end of a first date is always a little awkward. Do you shake hands? Hug? Go in for the kiss? And what do you do once you figure that part out? Who’s going to call who? Should I just sit around and wait? Should I just say screw it and get the third cat now? For me, the sign of a successful first date ends with a plan for the next one. Some sort of follow up that lets me know, hey, this worked, next we should do X. Without it, I’m stuck on my couch wondering what just happened and waiting for the ice cream to thaw.

Once I’m on your homepage, you need to give me a road map for how I’m supposed to get off and get on with my life. Yes, I came to you looking for cupcakes and you seem to sell them, but now what? What’s next in the conversion path? A successful homepage will lay the groundwork for the rest of my site interaction. Without it, I’m fumbling in the dark. I don’t like to fumble.

Those are some ways I think homepage and dating interactions tend to mirror one another. Any others you can think of?

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Pinger: Fast and Fun Page Link Checker (FireFox)

It’s been quite some time since we had a new broken link checker reviewed here. At last I’ve come across something simple, fresh and useful! Pinger is a great FireFox addon that checks all (or selected) links on a page and does it very fast! To use it, you just need to:
  • Right-click anywhere on the page and select “Ping all links”;
  • Select any links on page and click either “Ping all links” or “”:
Pinger After running through the page links, the tool returns a summarized report: Pinger report The above statuses stand for the following:
  1. Link returned HTTP code between 200 and 300, meaning it’s ok
  2. Returned code was either 404, or some of other ‘can’t get here’
  3. Every link has 45 seconds to open and return header. “This one didn’t make it, so you better check it yourself”
  4. Link didn’t return any HTTP header. Either is server down, or it’s redirecting to protocol other than http / https.
The tool also visualizes the link status nicely by highlighting working links in green, broken links in red, skipped links in grey: Pinger Other broken link checkers we have tried previously: Check out the SEO Tools guide at Search Engine Journal. Pinger: Fast and Fun Page Link Checker (FireFox)
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Whiteboard Friday – Facebook’s Open Graph WON’T Replace Google

Posted by great scott!

Earlier this week Facebook announced its 'Open Graph' at F8. There was all sorts of hubbub (much of it the bye-product of well-orchestrated buzz) about Facebook finally making strides to kill Google's dominance of the web.  So should you hangup your white hat, your black hat, your grey hat, and trade it all in for a blue hat?  Much as we love Facebook, the answer, dear reader, is no: SEO is not dead. 

Watch this week's video to hear Rand's take on how Facebook's 'Open Graph' will impact web marketing and all the ways it won't.  There are all sorts of opportunities that will likely emerge out of this new technology, so you should pay attention. So go ahead and keep an eye out for a nice fitting blue hat in the near future, but don't plan to throw away your white hat anytime soon.

 

 

 

 

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Competitive Intelligence: Purpose & Process

Posted by JoannaLord

When it comes to marketing your brand online there is just so much to do. We spend our days researching, creating, implementing, and then measuring the success of our efforts. There are dozens of channels to participate in, and obviously thousands of ways to go about marketing your brand, but however you slice it—online marketing comes down to introducing new audiences to your brand, keeping your current brand users happy, and evolving the brand/company itself. outline strategy

Unfortunately I think the first two steps often overshadow that third step to the process—evolving the brand/company itself, probably because to grow as a company you really need to take a pause and evaluate where you are currently standing. As marketers, the idea of pausing is equated with losing momentum which scares the hell out of us all. This industry moves too quickly, and pausing to reflect on where your brand is compared to your competitors seems like time poorly spent.

I am here to argue just the opposite. A few weeks ago I gave a presentation at PubCon South on “Competitive Intelligence on the Social Web,” and I wanted to extract a few of my key arguments and offer them up the SEOmoz audience both as thought provokers and for feedback. In my opinion competitive intelligence is one of those marketing steps we all say we did, but few of us rarely do. It’s true. Most of us are big fat liars when it comes to “doing competitive intelligence.”

For example, competitive intelligence IS NOT:

  • Sitting in a room and ranting about your competitor’s latest marketing move
  • Grabbing lunch with your Product Manager and creating a roadmap based on what your competitors have that you don’t.
  • Putting together a grid of you and your competitor’s website’s traffic stats, never to be looked at again.
  • Googling your competitor’s brand name to see what latest things are noted in the SERP’s


Sorry friends that is not competitive intelligence.

However, competitive intelligence IS:

  • Understanding what direction your competitor's are headed & how that might intersect or parallel your own
  • Knowing what products you are pushing out and how they match up or differ from your competitor's
  • Mapping out a list of key differentials and attributes for your biggest competitors and yourself
  • Researching & monitoring a variety of platforms to better understand your competitors


Okay now that we all have a better sense of what it is, let’s talk about how to do it.  Instead of throwing a 20-slide PowerPoint at you I thought I would dilute it down to a few key steps toward understanding your competitive landscape, and perhaps more importantly I want to tie those into how you can use this information for company gains.

The Grid of Awesomeness:
Okay maybe that name is a bit of an exaggeration, but either way, the first key step toward understanding your competitors is getting them all down on paper and forcing yourself to research key attributes. I have included below an example grid that you can use to get you started.

You might ask yourself—how do I know which competitors to include? This can differ depending on the size of your company and the scope of your industry but a great place to start is the “3-1-1 rule”. I usually suggest you pick 3 brands that are often grouped with yours, either in roundup articles, or in conversation. Those are your primary competitors. Then choose one “dreamer,” which would be the brand in your vertical you hope to be one day. Lastly, I suggest including one “newbie” in your competitive analysis, this is assuming that isn’t you of course. By picking a newbie in your industry you can often gain perspective into where your industry is moving, and key marketing channels to consider since they tend to operate pretty lean.

After you have chosen your competitors I suggest filling out the following for them: name, size, products, features, price points, affiliate program description (do they have one? What are the key attributes?), playing grounds (what channels, platforms, communities are they dominating?), advocates/influencers (who is lobbying for them?), notes. Don’t forget to fill this out for your company as well!

Example Grid:
Competitive Analysis Grid

Product Growth & Benchmarking:
This is perhaps the most time consuming element to competitive intelligence when it is done well. There needs to be someone in charge of competitive intelligence maintenance. This person should subscribe to your competitor’s blog so you are hearing about product launches as they happen, and all company announcements in real time. You can also gain a lot of insight from reading the comments to those posts.

In addition to this you should set up Google Alerts for your competitor’s brand plus the words “launches” and “announces.” We all know that Google Alerts are limited and somewhat unreliable, but you should have a daily digest set to notify you of any big moves your competitor's are making. You never know which could be a real momentum changer.

The last step to this is really to keep a pulse on the traffic growth to their sites by checking Alexa or Compete monthly. While it may seem a strain on your time and resources it’s beneficial for you to know what momentum trajectory your competitor’s are on.

Monitoring Mentions:
This is what most people think competitive intelligence is. While it's not the only piece to the competitive intelligence puzzle, it certainly is an important one. There are so many tools available to us (most free) that help us keep an eye on what our competitors do…it’s actually a bit creepy how many tools and sites are out there to help us be shady. I personally support this shadiness.

Some examples would include sites like: Whostalkin, SocialMention, Backtype, etc. All of these allow you to search a competitor’s brand or products and find out the latest things said about them. These social web aggregators search a number of channels like images, videos, blogs, new feeds, etc. They are great for understanding how a product launch might have gone for a competitor or how any other announcement was received.

Other ways to spy on your competitor’s in the social web—create private twitter lists and monitor their brand and employee’s feeds, sign up for competitor’s newsletters, etc. The key is know where they are pushing out the most crucial information and then making sure you have someone dabbling in that space.

Hiring Espionage:
Now that you have a sense of where your competitor’s currently stand and what they are doing right now, it’s time to spy on them and try to figure out their next moves. Hiring espionage is a great way to do this. You can gain a great sense of where your competitors are moving by looking at who they are investing in from an employee perspective.

A great way to do this is to keep an eye on their company job listings, and occasionally throw their brand into a job meta-engine. The best possible place to spy on hiring moves is by going to LinkedIn and finding their company profile page. There is a section down at the bottom that shows recent hires. You can defer tons of information from this section—are they hiring a bunch of sales people? Top-level engineers? Whatever team they are stacking up is probably the team they are focusing on.

The Takeaway:
The important thing to remember is that competitive intelligence isn’t something you do once and never revisit again. It also isn’t something that you can base on intuition or informal conversations with coworkers. Competitive intelligence is a key process that can be used to inform instrumental decisions you make. The better you understand your competitors the clearer perspective you have on your industry and audience as a whole. Competitive intelligence enables you to better speak on your strengths, brainstorm ideas for quick gains, and make more data-driven decisions all around.

Plus you get to pretend you are a spy which is just all sorts of fun (please note trench coat and night vision goggles are optional).
 


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Elsewhere On The Blogosphere…

Hey, Happy Monday. There’s a lot of really cool stuff happening in our little corner of the Internet lately. If you haven’t seen it, here’s some stuff for you to check out and maybe get involved with. If there are any other surveys, contests or things you think people should be aware of, feel free to drop them in the comments. And yes, self promotion is fine. If it’s cool, share it. If it’s not and you share it, we’ll make fun of you in the comments.

Here are the things I think people should be aware of:

Take the 2010 SEOMoz Industry Survey

Yo, Data Nerds, SEOmoz needs your help. Actually, the industry does. Last week Rand Fishkin blogged at SEOmoz about the 2010 SEO Industry Survey he sent live and he’s looking to get your help answering a few questions. By taking a few minutes out of your day, SEOmoz hopes to learn:

  • Who are the people in the SEO community?
  • How do they learn about SEO and sharpen their skills?
  • How are companies embracing search marketing?
  • Which tools and tactics do people in the industry use to support their SEO and social media efforts?

If you can, head on over to the survey and help the Mozzers out. It’s painless and SEOmoz promises to share the data they get with the industry. So go make your industry footprint known and take the 2010 survey. There are also prizes if you completely don’t care about the industry and just want a chance at an iPad or some sweet SEOmoz attire. Your 2010 census didn’t come with a possible ninja shirt, did it? No? I didn’t think so. This does.

New Social Marketing Analytics White Paper

While getting involved in social media is great, actually tracking and quantifying what you’re doing is oh-so-much-better. Unfortunately, placing trackable metrics on social media activity is something many businesses continue to struggle with it. In fact, according to a new white paper, most marketers can’t even agree on what social marketing analytics even means. Ouch.

Our friends at Web Analytics Demystified and Altimeter Group put together a new white paper on social marketing analytics to offer some recommendations on how business owners can and should be measuring social media.

The white paper looks at it:

  • Defining social marketing analytics
  • Available social marketing analytic vendors
  • A new social media measurement framework
  • Proposed social marketing KPIs
  • …lots more juicy stuff!

I was lucky enough to be one of the folks consulted on the report, so it was exciting to see some of the findings that were released. If you’re doing ANYTHING in social media (and how could you not be today?), I recommend you go download the white paper and check it out. It’ll help you sound smart to your boss.

Bruce Clay Inc.’s Small Biz Discovery Contest

It hasn’t gotten much promotion lately, but Bruce Clay, Inc. is offering a free pass to Search Engine Strategies San Francisco [scroll down to the contest] for the best answer to the question:

“What one recommendation would you share with small business owners to improve their online presence?”

Participants can focus their answer on SEO, PPC or Social Media. Or, you can submit three separate entries to hit each one. It’s your call. Either way, this is a nice opportunity for a small business owner to get themselves a pass for the big SES show taking place in August and to attend Bruce Clay’s SEO ToolSet training in either Simi Valley or Long Island. You’ll still have to cover your own airfare (as far as I can tell), but the knowledge you’ll get in each help you recoup that cost. Also, you never know who you’ll meet at SES.

If you want to get in on the action, BCI will be accepting entries starting May 1 (that’s Sunday) and you’ll have until May 31 to get them in. Voting starts in June and winners will be announced in July.

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Compete Ranks HubSpot.com in Top 1K Web Sites on the Web

According to Compete 's March 2010 data, HubSpot.com now ranks in the top 1,000 web sites of all sites on the web, with a Compete Rank of 878 ! Compete Rank is based on Compete's 'Unique Visitors' metric , and is often used as a complement to unique visitors to provide a relative metric that shows the significance of a site. We're extremely proud of this milestone, and we look forward to seeing our Compete Rank climb even higher in the coming months.? Thanks to everyone for visiting the HubSpot site, and we hope you'll continue coming back for more! Check out HubSpot's Compete report here . More: Compete Ranks HubSpot.com in Top 1K Web Sites on the Web
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Changes in the Google Webmaster Tools

Just when you are getting used to a certain make-up,  Google decides to change things on us.  Of course, from a development and SEO perspective, this is to be expected, but with the addition of more services, the frequency of changes has progressively gotten faster.  I'm going to describe tonight the changes and how they can be helpful to the overall maintenance of your website. Top Search Queries The greatest improvement seems to be the most generic of them all.  Google Webmaster tools has become the META version of Google Analyticor.  This is great for those of us worried about "No Script"  giving false information. The only change to the console is that impressions have been added to the list and an inclusion of hit counts(clickthroughs) has been placed on the side.  The clickthroughs may frustrate those with a low traffic site, since they only show numbers for counts above ten... Otherwise you get a readout of <10 for the clickthroughs for that particular keywords. The graphic interface allows for better interaction and quicker information access for each keyword Que.  This information can be used as a rough guide for how relevant your site is as a hole for each of the keywords that the site competes for.  While some fight endlessly for certain keywords in PPC and other venues, they rarely think of an easy concept..."USE WHAT YA GOT". If your site is already competitive for certain keywords(and assuming they area actually searched....Checking them against the Google Adwords Keyword Tool would be suggested) strengthen the relevancy of these unforeseen gifts.  It may not have been your intention to rank well for these items, but why waste a good thing? If you already are ranking for these items, and developing content on them won't destroy the overall effectiveness of the site, then hit with more content relating to them.  The overall goal is to extend the reach of your website and to engage others with quality content.  By considering how man Impressions your site has received during specific Ques, the site can be introduced to a larger and broader audience. Engage Google Why wouldn't you want Google actively involved in a site that you wish to perform.  With every tool by Google that is used throughout your website, the bond between it and Goglebot's preferences will grow.  I was laughed at recently when I suggested this, but it only makes sense.   Having a base for the XML Sitemaps allows for direct interaction with the Bot.  While this may not be a relationship to write home to mother about, it is one that can spur growth between the bot learning your site and you learning the bot. With continued interaction, this new tool is certain to add to the effectiveness and usage of Google Webmaster Tools.  I still say the interface is looking like a bridge between Webmaster Tools and Analyticor, but maybe that's something they are considering.  Or, they want to keep things as I said, one in  META, one in SCRIPTS.  Either way, it's a tool that continues to grow and become more and more useful to the overall goal of Search Engine Optimization. On a side note, if anyone from Bing or Yahoo ever reads this, please make your Webmaster Tools more useful.  We want to use them, they just have limited uses right now. TY
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Magento Development Starting Point

Recently we were contracted to redesign a Magento site that had been set up in a way that was not fitting to the site owners.  I'm actually taking a a break from it right now and will have more to post on it in the next few days. The first post on this program usage will be a bit weak of us.  We're going to restate the innstalation guide and make video of it over the next few days.  This way we can add some to the mix.  We're also going to attempt to engage the assistance of Lynda.com to see if they are interested in a cooperated effort on a full tutorial.  Since they don't have one yet, this should prove an interesting attempt. Anyway, here is the install text for Magento with more to come on the initial design specs. Magento content management system is an open source eCommerce application, perfect for online stores. It is a powerful software characterized by great flexibility and full control over the look, content and functionality of your online shop. Magento CMS was created not so long ago but proved itself to be an excellent solution for web store owners. Find more information regarding Magento CMS on Magento site. As our resource is aimed towards bringing quality tutorials on how to start business online, this time we would like to offer you a tutorial on how to create and customize online store run on Magento CMS and based on Magento template. You will get detailed instructions regarding Magento engine and Magento template installation procedure. Magento engine installation procedure From the very beginning you need to download the latest Magento package. At the moment Magento version 1.3.2.1 is available now.  This release solves an issue for users running Magento with PHP 5.2.0, and changes to index.php to support the new Compiler Module. First of all go to http://www.magentocommerce.com/download/noregister and download the Downloader as zip (not the Full release). Then extract the files. And after that upload them to server through FTP. Pay attention that you follow all server requirements. You may also do it through cPannel -> File Manager. Set file permissions: navigate to the directory with your FTP client. Then locate the function "Change Permissions" or "Change Mode" in your FTP client and select it. Change mode to writable. You may do the same via cPannel: login to the cPanel for your domain and click on the File Manager icon under the Files Selection. Make sure that a Show Hidden file is selected. Then check the checkboxes next to files and folders to set the permissions. If you still feel that you don't have enough knowledge or time to go though the whole customization process, you may take the opportunity of Template Tuning services. Here you can order the template customization at an affordable price. Their web developers will easily and skillfully do all the necessary changes for you. Again, this was copied from the Magento install instructions from both their homepage and the webdesign.org site.  There will be more to add, but we'll have to add those post as we complete this site.  We look forward to sharing this experience with our readers, our clients, and those who are just curious.  Thank you and have a good night.
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How Direct Sales became dominated by Pyramid Schemes and MLM’s

For many years the idea was that Direct Sales would prevail as the most effective method of communication with past, present, and future clients and customers.  For those of us who have been involved in the Direct Sales Market, the years have seen many strong changes that some view as the death of this marketing mainstay.  Before I get tarred and feathered, please allow me to explain how a structure with as much earning potential as direct sales has been degraded to a near death marketing method.  The mismanagement of campaigns, the overbearing approach of the salesman, and the overall view of direct marketers has the field looking like it's on the way out.  The MLM and Pyramid scheme mentality has taken a decent profession and once again made it as comical as the cartoon "I work my way through college" door to door guy.  The domination of these token groups has splintered the marketing world into one that will likely destroy the Direct Sales method for another generation. The primary thought of the MLM's is to hire lots and lots of small time individuals that have no possible way of producing well for themselves.  I don't say this trying to insult the members who have found themselves on the bottom of a pyramid scheme, it's just that this is the position where the management would rather you stay.  This structure keeps one mass moneymaker,perhaps a mid-level supervisory group and a  much larger group of bottom feeders to support them.  In the MLM structure there is absolutely no desire(contrary to what they preach) to elevate the position of anyone working for them.  If you have a lot of guys, working for barely anything, they will continue to do so, and keep you without any competition.  It's impossible for your employees to improve their position if you prevent them from doing so.  For years the MLM's have tried to propel the image of wanting to increase their employee numbers to support wealth: this is only true if they actually are selling and making wealth at all levels... which doesn't consistently happen. Marketing Campaigns, whether direct or through other mediums, have always run the risk of having improper management.  Direct Sales and Marketing is usually at the top of peoples list for effective communication methods, but is usually used in a way that is counterproductive to bring in new customers.  Consider the AT&T  UVERSE and the Verizon FIOS system marketing campaigns that are being waged on local levels.  In most cases, they employ the exact same parties to sell their platform that their competition is using in parallel markets.  While contracts usually prevent the sales group from mixing markets, the same groups are usually leading the charge for apposing companies.   Proper management would not include funding the marketing of your competition in companies like 20/20Communications/Companies or Stampede Marketing when both are contracted to lobby against you product in apposing areas.  20/20Communications contracted in Warrenville Illinois to sell the UVERSE while selling the FIOS System in Tampa. While the marketing and campaign management companies have always had a reputation for blatant solicitation, in recent years they have effectively branded the entire trade as one of scam artist and hustlers.  On an individual level, the usage of "Hard Sales" and "Strong Arm  Techniques" have become more and more staple as companies have demanded more and more conversion from the sales teams.   Large Corporations have gone to such extremes of adding quality control methods to prevent salesmen from cheating the system.  AT&T requires its sales force to have a quality control call for every sale... the problem is that it's rigged in such a way that it's easy to walk the purchaser through the Control Measure.  The purchaser has no clue what they've agreed to, the salesman ads another $10.00 to his check, and the main company can easily claim that the person was informed of the items they purchased.  It's impossible to assume that this doesn't cause problems. In Savannah and Chicago 20/20 Communications had to move markets because of the massive amounts of buyers remorse AT&T was receiving from their sales techniques.   The Corporate home companies have done what they could do to wash their hands of the mess, but the problems are still catching up with them as well.  Regardless of their attempts, the scams have continued and have all but been encouraged my senior and mid-level leadership of the marketing groups.  Regardless of the quality control methods being invested in by AT&T and others, the scamming has continued and damaged the branding of both the main company and the marketing group that was contracted by them.  The problem is, when they are in the field selling the item, it's the Parent Company shirt they're wearing, not the one with their marketing service logo.  Ultimately, the short term gains in sales are not worth the long term discrediting that is endured by the Host Company. I'm writing this today with the realization that AT&T cut ties with 2020 while several other companies utilize them still.  Several MLM structured sales groups are still out there killing the long-term structure of businesses across the corporate structure.  Their methods make for quick and responsive gains from the consumer, but also ensure the depletion of viable customers.  If dealing with a Direct Sales Campaign, one should consider the marketing methods wished to represent the Parent Company.  If the methods of and MLM sales group do not match your own, then it would be advised to bypass them for a more professional marketing strategy.  The age of social marketing and seo through web development are opening new doors for marketability.  If the holders of the Direct Sales marketing methods aren't careful, they will completely transform the marketing world to website and social media marketing.
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Free Stock Images From Spain

Our friend Alex from Chicago Shares sent some stock images our way last night.  We are accepting from any who wish to send stock images for free distribution.  While we may load these up to Stockxchange and Vecteezy, most will likely stay here to ensure that the images stay free to download.  These images are from a trip Alex took to Spain and the rest of the Mediterranean.  Each has the date stamp still attached, but should be easily cropped or chopped as needed. High Resolution Images from Spain are not always free, especially this quality, so a date stamp shouldn't be a deterrent of any kind. -Enjoy-
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