As a photographer, a website is absolutely invaluable to finding new clients. It’s a digital portfolio that showcases your best work to potential clients (of course!) but with SEO strategy it can also become your #1 lead-generating source of new clients.
In short? Your visual presentation is important, but making sure your online presence is optimized for search engines can set you apart from the competition.
One of Launch Week alums recently reached out to us to let us know that she’d just had a client book a call with her because her website kept showing up in his research…in all the top results!
And with SEO strategy, that could be you!
In this blog post, we’ll cover why SEO is an absolute must for photographers, complete with examples and actionable steps you can take right now to boost your website’s visibility.
Why SEO matters for photographers
OK, so the truth is that SEO matters for pretty much every business. Everyone is researching their next purchase on the internet, and that goes double for photography clients.
Why? First of all, people want to see your work before reaching out to contact you. But they’re never going to find your site if you don’t have great SEO.
Whether someone is searching for a wedding photographer, a personal branding shoot, or someone to take their yearly family portrait, appearing in top search results can significantly increase your chances of being hired.
Unlike many other professions, photography is uniquely visual and local, which means your SEO strategy needs to be tailored to highlight these aspects effectively.
Also, photographers are different than most other businesses because you work with your clients in the most important moments of their lives! Hiring someone to record those moments takes a whole lotta trust. And photographers with a strong online presence, amazing Google reviews, and a well-optimized site get found more often and book clients faster and more often.
SEO for photographers can also help you carve out your specific corner of market and start working with more of your dream clients (and make more money doing it).
The pieces of the SEO puzzle
SEO is more than just one thing–it’s actually a whole bunch of things that work together to move you steadily up the Google ranks for individual searches. It all starts with keyword research to find those words and phrases, but many different elements affect your search rankings, including:
- Keyword research
- Image optimization
- Website structure
- Blog content/articles
- Tags & descriptions
- URL structure
- Website speed
- Backlinks
- Local SEO
Researching SEO keywords for photographers
Keyword research is the foundation of SEO. Every time people search for photographers on Google, they type in certain words and phrases that describe what they’re looking for–those are called keywords. By choosing the right keywords and using them on your website, you’ll increase your chance of showing up in more search results (and ranking higher and higher on Google.)
SEO keyword ideas for photographers
The best place to find keyword ideas is with your audience. Think about the information they want to know, their burning questions, and think about what they would search for to find you. Other places to look for keyword ideas:
- Client intake forms and testimonials
- Facebook and Pinterest (type “photographer” in the search bar and see what pops up.)
- Competitor websites (what words are they using and ranking for?)
The ideal keywords will be slightly different for different niches, but here are a few ideas to get you started:
. General Photography Services:
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Portrait Photography:
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Event Photography:
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Creative and Niche Photography:
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After you’ve made a list of keyword ideas, head to a keyword research tool. My favorite two to use are Answer the Public and Ubersuggest.
Start by typing a few topics into Ubersuggest to get keyword ideas. Once you’ve found target keywords with a high search volume and low competition score, type those words into Answer the Public or a search engine to get a better idea of which questions people have on the topic and which types of content are already ranking for those keywords. Then, you can create relevant content based on the same keywords.
Need more keyword research guidance? Read our step-by-step guide on how to do it!
Choosing the right keywords for photographers
Ideally, you’re looking for keywords with a higher search volume (meaning lots of people are searching for that) and low competition (meaning not a lot of people are writing about it.) That’s the sweet spot for creating content that will get on the first page of Google sooner.
Pro Tip! Focus on long-tail keywords. Short-tail keywords are shorter, broad words and phrases related to photography. Long-tail keywords are more specific (and longer) that focus on one aspect of photography.
So, for example, instead of focusing on the keyword “headshots” you could try ranking for “Professional headshot photographer in [your city].”
Improving website structure
Did you know that there are five strategic website pages every service business website should have? Those well-structured pages lead potential clients through getting to know you and your offerings before booking a discovery call. And (you guessed it) – it helps your SEO, too.
Looking for a strategy-driven website? We can help! Book a time to chat with us now.
Blogging (with a purpose)
Know that you know your keywords, you’ll need to work them into your website pages and content. The best way to do that? Blogs!
Blogs (aka articles or content) are helpful for website visitors and potential clients, but they also add tons of fresh content to your website, which search engines love.
Every single blog you create is one more change to rank on Google.
Here are some tips to create engaging, SEO-friendly blog posts:
- Event-Specific Posts: Write about specific events or projects you’ve photographed, using keywords related to the event’s location and type, like “Real Estate Photography in Santa Monica”.
- Behind-the-Scenes Content: Share about your creative process or post about a day in the life of a photographer. This adds a personal touch but also naturally incorporates a variety of keywords related to photography techniques and styles.
- Answer Common Questions: Use your blog to answer common questions potential clients might have. This positions you as an expert and helps capture traffic from informational searches.
If you want help incorporating your keywords into on-page content, try out my favorite SEO plugin, RankMath. You’ll get real-time tips on what to improve to give each page the best chance at ranking on Google.
Writing headers and meta descriptions…the right way
Use header tags to organize content in a way that makes sense for readers. Those header tags help readers, but they’ll also act like a roadmap that tells Google what’s on your page. If you’re using them correctly, you should be able to skim through them and get a pretty good idea of what the blog is all about.
While meta descriptions don’t directly influence rankings, a well-written meta description can improve click-through rates. Include your primary keyword and make it irresistible for readers to click.
Want to learn all about how to optimize header tags? I explain all the details in this post!
Title tags
Title tags are usually the same as the H1, but that’s not always the case. For example, if you’re writing a blog post, the title tag should be the same as your H1 or blog post title. But on your homepage, the title tag might be something that isn’t displayed directly on the page, like “Jennifer Jones | Ecommerce Product Photographer.”
Whatever you put in the title tag field is what will show up as the clickable headline on Google. A title tag should be 50-60 characters long.
Optimizing Your Images
Images are at the heart of any photography business, but they can also be the Achilles’ heel when it comes to website performance. That’s because images are big—and when you load a lot of big files onto your website, they can slow things down. And Google doesn’t like sites that are slow to load; long load times can actually take you down a notch on the Google rankings. Here’s how to ensure they help (and not hurt) your SEO:
- Compress Images: High-resolution images can slow down your site, negatively impacting user experience and SEO. Use tools like TinyPNG, or JPEGmini to reduce file size without compromising quality.
- Descriptive Alt Text and File Names: Alt text helps search engines understand what an image depicts, which can improve your visibility in image searches. Be descriptive and keyword-rich but natural—think “Bride and groom laughing during sunset wedding ceremony in Malibu” instead of “img12345.jpg”.
Want to know more? Read the post on naming photos on your WordPress website!
Use proper URL structure
By default, new blog pages are assigned a post number. However, doesn’t really do anything for your SEO, because it doesn’t help search engines understand what content is on the page.Choose a URL name that is the same as (or close to) the main keyword, separated by dashes – like this:
www.yourwebsite.com/jewelry-photography-lighting-tips
Leveraging local SEO services for photographers
Many photographers operate locally, making local SEO a crucial component of your strategy. Here’s how to ensure you’re visible to the right audience:
- Google My Business: Claim and optimize your Google My Business listing. Regularly update your profile with new photos, services, and respond promptly to reviews.
- Local Keywords: Use keywords that reflect your local service areas. Include city or neighborhood names in your titles, meta descriptions, and throughout your site content. Location-based keywords also include things like “beach photoshoot near [your city]” or “best outdoor family photo spots in [your city]”
- Build Local Links: Collaborate with local vendors and businesses. Guest posts on local wedding planners’ blogs or links from venue sites can boost your local search rankings.
Improving Website Structure and Speed
As we mentioned before, your website’s structure and speed play a big role in its SEO performance. Here’s how to optimize these elements:
- Streamline Your Navigation: Ensure your site structure is logical and straightforward. Your portfolio, blog, and contact information should be easy to find and navigate.
- Optimize for Speed: Use tools like Google PageSpeed Insights to identify and fix issues that may be slowing down your site. This can include minifying CSS and JavaScript, leveraging browser caching, and optimizing server response time.
Want my best website speed tips for SEO? Read all about it here.
Keep working on it over time!
SEO for photographers takes consistent work and tweaking over time. Check in on your metrics and keyword rankings monthly to get the full picture of how well SEO is working for you. Then, make adjustments to lean into what’s working and tweak what’s not working.
Wondering which SEO metrics to track? Right this way!
Now you know how to do SEO for photographers!
SEO for photographers is about more than just technical tweaks; it’s about creating a seamless, engaging online experience that showcases your work and attracts clients. By optimizing your images, leveraging local SEO, and creating compelling content, you can improve your search rankings and connect with more clients.
Looking for SEO services for photographers?
We do that! Contact us today to schedule SEO Services and take the first step towards transforming your photography business’s online presence.
