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.
