A new era for image SEO and licensable content

A new era for image SEO and licensable content

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The SEO strategies, monetization models, and business practices of image marketplaces have created a problematic landscape for licensable image content. 

A significant portion of images indexed in Google – especially free images – are not exclusive to one platform but are available across dozens of competitor sites. 

This lack of exclusivity has diluted the value of individual libraries and intensified competition.

As overlapping content libraries made differentiation harder, platforms began prioritizing the visibility of indexable images. 

This led to the gradual erosion of watermarking practices, with watermarks becoming less prominent or disappearing altogether. 

While this may be a boon for users unconcerned with indemnity or licensing, it represents a serious challenge for platforms relying on content monetization.

It’s an even greater disadvantage for contributing photographers whose works are increasingly devalued.

To compensate, some platforms have supplemented revenue with on-page advertising and/or enabled the unrestricted indexation of search pages. 

This includes intentional indexing of pages that target the full spectrum of adult, explicit, or even illicit queries. 

For some major players, a substantial portion of organic traffic comes from these dubious “low commercial intent” queries that yield little to no direct conversions. 

This traffic is monetized through ads or presented to stakeholders as evidence of SEO-driven growth and framed as a leading indicator of business success.

This system of overlapping content, low-intent traffic, and questionable monetization models: 

Undermines platform value.

Erodes trust among users.

Devalues the contributions of photographers and creators. 

As platforms prioritize short-term traffic gains, the broader ecosystem risks stagnation and diminished quality.

What the merger could mean for SEO

The combined entity of Getty and Shutterstock has immense untapped potential for organic search for licensable media. Here’s how it could reshape the space:

Streamlining content

The merger offers a chance to remove duplicate content from Getty and Shutterstock’s overlapping libraries.

This will improve Google Image Search quality and boost rankings through streamlined consolidation.

Bringing undiscovered content to light

Getty can fully leverage all acquisitions, such as Envato, Pond5, TurboSquid, and others, by integrating them into a unified multi-brand SEO strategy. 

While content duplication across stock media is massive, well over two-thirds of individual media assets never get seen by real users or earn any income for their creators. 

Onsite discoverability of assets is poor, and much of Google Image Search is littered with the same old stale imagery. 

Investing in onsite search and SEO for underrepresented brands could help:

Bring visibility to vast libraries of undiscovered content.

Expand into specialized markets outside licensable photos, video, and editorial.

Improve the image search experience for the rest of us.

Streamlining libraries and highlighting fresh, underused content can greatly improve the Google Image Search experience, making discovery more meaningful and efficient for users.

Adapting to an uncertain future

The Getty-Shutterstock merger reflects a strategic response to an unpredictable digital landscape. 

With frequent Google algorithm updates, AI-generated content flooding the market, and ongoing advancements in AI, content platforms face significant challenges.

This merger offers a chance to adapt, allowing both companies to consolidate assets, refine strategies, and tackle the evolving market. 

If successful, they could dominate the licensable content space, reshape organic search, and set new standards for success.

Dig deeper: Advanced image SEO: A secret manual

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