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The Future of Image SEO Is Here—And It’s All Thanks to Getty and Shutterstock

2 min read

Getty Images has announced plans to acquire Shutterstock, a monumental deal uniting two of the biggest names in the stock photography and creative assets industry. This merger promises to influence the future of creative content, SEO strategies, and the ever-evolving world of licensable media.

 

SEO Implications of the Getty-Shutterstock Merger

 

The merger is set to redefine dynamics in content creation, monetization, and licensable media—areas where SEO plays a critical role in connecting users with creative assets.

 

A Brief History of SEO in Licensable Media

Licensable images and videos represent a niche market where organic search has long been a critical driver of discovery.

  • The Early Days: A few years ago, giants like Unsplash and Shutterstock dominated the organic search space, leaving smaller competitors struggling to gain visibility.
  • 2019 Site Diversity Update: Google’s algorithm update shifted the landscape, opening the door for emerging players and increasing competition.
  • Today’s Reality: A few dominant players maintain control through diversified portfolios, leveraging advanced SEO strategies to mitigate risks and fuel growth.

 

Key Players and Strategies in Licensable Media SEO

 

Getty Images

Getty has built its brand on premium, diversified content. Its offerings include:

  • iStock: A mid-tier platform for affordable stock imagery.
  • Unsplash: Free-to-use images catering to a broader audience.
  • Getty Images Core: Exclusive, high-end content for corporate and media clients, supported by regional TLD websites for enhanced localization.

 

Shutterstock

Shutterstock’s approach has centered on aggressive acquisitions, adding brands like:

  • Pond5: Video and audio.
  • Envato: Templates and design assets.
  • TurboSquid: 3D models.
  • PicMonkey and Giphy.

While Shutterstock’s portfolio is extensive, its SEO potential remains underutilized. With Getty at the helm, there is an opportunity to consolidate these assets for joint organic growth.

 

Other Notable Players

  • Freepik: Offers vectors, illustrations, and templates, emphasizing AI-generated content.
  • Pexels and Pixabay (owned by Canva): Free stock photography and video platforms.
  • Adobe Stock: Integrated with Adobe’s design tools for professional creators.
  • Smaller Platforms: Brands like Alamy, Dreamstime, and 123RF provide niche royalty-free content.

 

Dominant SEO Strategies in Licensable Media

 

  1. Free Content: Platforms like Unsplash and Pexels leverage free content to build backlinks and drive organic traffic.
  2. Indexed Search Results: Many companies index internal search pages to capture traffic through long-tail and broad keywords.
  3. AI-Generated Content: Platforms like Freepik use AI to generate thousands of variations for popular search terms.
  4. Localization: Major players optimize for regional search through country-specific TLDs and linguistic adaptations.

 

Challenges in the SEO Landscape

 

  • Content Overlap: Non-exclusive images dilute library value and intensify competition.
  • Watermark Erosion: Reduced watermarking devalues content monetization and creators’ contributions.
  • Low-Intent Traffic: Some platforms rely on dubious or low-commercial-intent queries to inflate traffic metrics.

 

Opportunities from the Merger

 

Streamlining Content Libraries

Getty and Shutterstock can consolidate overlapping content to reduce redundancy, improving rankings and enhancing the user experience in Google Image Search.

 

Unlocking Hidden Potential

With streamlined strategies, the merger could bring visibility to underrepresented assets, expand into niche markets, and improve onsite discoverability.

 

Adapting to Market Challenges

The merger provides a framework to tackle challenges posed by AI-driven content saturation, evolving Google algorithms, and shifting user expectations.

 

The Road Ahead

 

If executed effectively, the Getty-Shutterstock merger could reshape the licensable media space, redefine SEO strategies, and set new benchmarks for success in creative content and monetization.

 

If you’re still feeling overwhelmed or unsure, don’t worry—our monthly SEO packages are here to help. Let the experts take the reins and handle it for you!

Shilpi Mathur
navyya.shilpi@gmail.com