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Aerial Big Boat Series, San Francisco Bay. 2004-09-17 Photo: Sandra Cannon


Here is the story in a nutshell. I, Sandra Cannon, as interforti have been involved in many startups along the way of my professional career as digital experience consultant. (Or whatever it might of been called at the time; guru, online marketing consultant, executive website application producer, now content marketing. ) in working with my clients I noticed in that there was not a lot of media available online to purchase as needed for my projects. I set out to start a stock photography and video agency in 2002. This was early adopter stuff and hired a team to build a custom e-commerce data-base for images. In the course of doing so I populated the database with my own photography. Technically I am trained in motion picture cameras, I've earned my stripes. Well, what happened was my photography sold. My photography has been in thousands of publications, hangs on the wall of many corporate and private collections and I was hired for many commercial photography shoots. is and was a division of Interforti. The original purpose was to provide photography for my client's marketing collateral. What happened was my IRS tax form ended up stating my profession as "professional photographer" for many years. has sold over a million dollars in images and I did quite well. While I am no longer pursuing a business in stock photography, I have the robust offering for my online marketing clients beautiful photography and videos from my extensive library of assets. Stock photography as a business model is very dead. Even big players like Getty have sold their databases and moved on.

Life is what happens to us while we are making other plans.Allen Saunders

Interforti is a company that assists businesses build an online digital experience. We are comprehensive. We have original assets to create from and the resources to photograph and film anything. Currently, we like to photography and film with unmanned aerial vehicles sometimes referred to as drones. We build teams on a per project basis from independent contractors and this includes, best of breed photographers and filmmakers.

Aerial photograph of a high speed Arnesson Prototype used for a magazine cover and marine communication advertising.

Search Engine Optimization:

Interforti Studio - Search Engine Optimization:

Search Engine Initiatives are like any other web initiative. They require assessment, analysis, a baseline for measurement, and a plan. Then the plan requires assessment on what is working and redefining the plan. True search engine optimization is a pro-active verb. When I was at a digital agency I was dubbed "the poster child of search engine optimization". I read search engine watch, follow Matt Cutts formerly the search engine expert at google, and keep track of current developments. I am not a short term quick fix S.E.O. person. You can easily find that. We are a long term comitment. We only perform SEO as part of a comprehensive marketing strategy.

There is only one true way to optimize for search engines. Make your content relevant to what you desire to be searched for.

A great place to start when thinking about Search Engine Optimization is by reading Google's article for webmasters, "Best practices to help Google find, crawl, and index your site".

That being said, after discovery and research an SEO plan might contain some of the following elements:

Optimized content writing, editing or recommendations
Analyze existing site to seek out potential problem areas for the SEO process (e.g. dynamic pages, flash graphics, frames, etc.)
On-Page Optimization
Developing specialized pages and content targeting specific keyword opportunities
Unique titles, descriptions, keywords and other optimized tags for individual landing pages.
Sitemap Submission to top search engines.
Conversion set up (e.g. "contact us" or other method)
Lead tracking
Link Building Campaign
Generating inbound links from other sites to increase your sites relevance and popularity, focusing on quantity and quality of inbound links
Generating reciprocal links through an "industry links" page on your site.
Other search marketing strategies Including:
Design a social media campaign using a corporate blog site, Facebook, twitter or other outlets to position your company as a thought leader and generate more inbound links to increase online visibility.
Optimized news releases and article placement on news and other Web sites Micro sites and unique Web domains focused on niche or specialized opportunities*
Paid Search Paid search marketing programs, while they require an investment in pay-per-click (PPC) ads, offer highly manageable and predictable results. We'll work with you to develop a search engine marketing program that meets your budget and is targeted to the best keyword combination that produce leads, not just traffic.

  • PPC Campaign Building:
  • Strategy
  • Keyword generation and research
  • Competitive analysis
  • Targeted writing and placement of text ads through top search engines
  • Organic Search Top Results
  • Initial Site Analysis

We would be happy to talk to you about doing this as a stand alone service, but typically we only provide this as part of a robust strategy plan. We incorporate best of breed practices in the course of developing digital real estate which naturally bring great search engine results.

footnote* - Guest blogging is not the best use of your online marketing campaign and should only be considered if there is a team with time on their hands.

If content is king, analytics are queen.

From the inception of online marketing, one of the most valuable byproducts has been analytics. The rich data available for mining provides the opportunity to review your marketing campaign. The data will revel quite clearing what is working and what isn't. After the launch of any content initiative the review of the analytics will reveal information to refine and chart the next course. Next level enterprise analytics can be customized so that any stakeholder can analyze any dataset from multiple data sources from anywhere. This information could contain call to actions, sales leads or a variety of information based on desired parameters. For smaller businesses, free analytic tools that monitor and drill down to analyze traffic patterns like google analytics will work. The data will reveal what content to push, build upon, step back from or delete.

I know half my advertising budget is wasted, I just don't know which half.Henry Ford*

Analytics, or data-mining can be simple or complex. With regards to online marketing, it can merely involve the websites, mobile app, online video or other content's statistics or it can drill down to a granular level to track with precision certain functions. Hopefully transparent, these functions can include email capture, product purchases, prospecting and other marketing gems. Video content analytics are most often associated with surveillance, but some video content analytic tools exist for advertising and other marketing purposes.

Data Mining is an analytic process designed to explore data (usually large amounts of data - typically business or market related - also known as "big data") in search of consistent patterns and/or systematic relationships between variables, and then to validate the findings by applying the detected patterns ....From the Dell Computer Website - Statsoft

As a dinosaur in online marketing, I have had the opportunity to design custom analytics and tracking software. In fact, I go far enough back in the online marketing wild west that I can remember attending groups and consortiums discussing what information we thought was ethical to be collecting. These days any small business can have access to rich data analytics using free and available products like google analytics which can parse browsers, cross platforms and devices to name just a few attributes. The software can be set to parse granular information which can be monitored closely to keep the course of your marketing goals. It could even reveal secondary or vertical markets. We can find the right analytic tool to match your business needs.

Analytics can reveal things such as that the best time to send your newsletter is Tuesday morning first thing for the most opens and call to actions. It could reveal that white sharks, aerial drones or cancer topics are hot and more content should be developed if building an audience is your goal. It could revel that very few of your users are coming from mobile devices, in which case they probably using your products in their work day professionally. In which case you have a bigger screen and more real estate. If your visitors are coming from mobile devices and primarily small screen your interface design might need work. You get the idea. Basically, analytics help you get to know your customer which hopefully helps you deliver what they need.

Interforti Studio. We build businesses online.

Promoting brands, businesses and products through digital media.
Partial Client List:

  • Apple
  • Alice Stienman/Artist
  • Armax Real Estate Development
  • Blue and Gold Ferries
  • Belveron Partners
  • Delizia Brand Olive Oil
  • Dendral/Artificial Intelligence
  • Franz Design Group
  • Gold Willow Coin & Bullion
  • Hacienda Cabo San Lucas
  • Hartman Producitons
  • Intel
  • Island Architecture
  • Knowlton Farms Guesthouse
  • Leslie Higgins Executive Coach
  • Lynne Leahy/Author
  • Muses Inc.
  • Olson Steel
  • Offroad Capital
  • Peter Pan Entertainment
  • National Geographic​
  • Navis/Shipping Container Software
  • Nvidia
  • Silicon Graphics Inc.
  • Suzanne Knowlton Designs
  • Sony
  • Wells Fargo
  • Wolf Coffee
  • 415-902-3804