CHAPTER 3

Optimise Your Website for Search Engines (SEO)

A beautifully designed photography website is pointless if no one can find it. SEO (Search Engine Optimisation) is the key to getting your website noticed by Google and other search engines. For photographers, SEO means making your website visible to potential clients when they search for terms related to your services, whether it’s “wedding photographer in [City]” or “family portrait photography near me.”


In this chapter, we’ll cover how to optimise your photography website for search engines, from keyword research to technical SEO. Follow these steps to ensure your site ranks higher, attracts more visitors, and, ultimately, converts them into customers.


Why Is SEO Important for Photographers?

SEO helps your website get found in search results. For photographers, a well-optimised website increases your visibility, especially in local search results. The higher your website ranks, the more likely potential clients will see and visit your site. SEO also makes your website user-friendly and relevant to what searchers are looking for, which improves both the quantity and quality of leads you attract.


Key Benefits of SEO:


  • Increased Visibility: Ranking higher on search engines means more people will find your website.
  • Targeted Traffic: SEO ensures you’re reaching the right audience—people actively searching for photography services like yours.
  • Cost-Effective: Unlike paid ads, SEO results are long-lasting and don’t require ongoing expenditure.
  • Competitive Advantage: Well-optimised websites can stand out in a crowded photography market.

Step 1: Conduct Keyword Research for Your Photography Business

Why Is Keyword Research Important?

Keyword research is the foundation of SEO. By finding out what potential clients are searching for, you can optimise your website to answer those queries. Effective keyword use can help ensure that your website ranks higher when people search for your services.


What to Do


Brainstorm Initial Keywords
Think about the services you offer and how people might search for them. For example:

  • “Wedding photographer in [City]”
  • “Family photographer near me”
  • “Best maternity photographer [Region]”
  • “Affordable professional headshots in [City]”


Use SEO Tools
Several tools can help you refine your list of keywords and identify high-traffic, low-competition terms. Some popular tools include:

  • Google Keyword Planner: Free and accurate, it helps you find keywords related to your photography services.
  • Ubersuggest: A more affordable option for keyword research with additional insights into traffic.
  • Ahrefs: A premium tool that provides in-depth keyword research and competitor analysis.


Consider Long-Tail Keywords
Long-tail keywords are longer, more specific phrases (e.g., “wedding photographer for intimate weddings in [City]”). These keywords usually have less competition and are more likely to convert visitors into clients because they indicate specific intent.


Step 2: Local SEO for Photographers

Why Is Local SEO Important?

As a photographer, your business is often location-dependent. Local SEO helps your website show up when people in your area search for photography services. Google’s algorithms heavily favour businesses with a local presence, making local SEO crucial for photographers targeting specific geographic areas.


What to Do


Optimise Your Google Business Profile
Google Business Profile (formerly Google My Business) is a free tool that boosts your local SEO. Here’s how to optimise it:

  • Claim and verify your business.
  • Add your business name, address, phone number (NAP), and business hours.
  • Choose the most relevant category, e.g., “Wedding Photographer” or “Family Photography.”
  • Encourage clients to leave reviews, which can positively impact local rankings.


Add Location-Specific Keywords to Your Website
Include keywords that reference your city or region throughout your site’s copy, including titles, headings, and meta descriptions. For example:

  • “Wedding Photography in [City]”
  • “Professional Headshots in [City]”


Create Local Content
Blog about local events, venues, or collaborations with other local businesses to increase your local relevance. A blog post like “Top 10 Wedding Venues in [City]” will help attract local traffic and increase your chances of ranking in local search results.


Step 3: On-Page SEO for Your Photography Website

Why Is On-Page SEO Important?

On-page SEO refers to the elements of your website that you can optimise directly, such as titles, headings, meta descriptions, and image alt text. These elements help search engines understand the content of your pages and rank them accordingly.


What to Do


Optimise Titles and Headings
Each page on your site should have a clear, descriptive title that includes your target keywords.
Example: “Wedding Photographer in [City] | [Your Name] Photography”
Use H1 headings for page titles and H2, H3 for subheadings. Ensure these headings also include relevant keywords.


Write Compelling Meta Descriptions
Meta descriptions appear in search results below the page title. Although they don’t directly affect rankings, a well-written meta description can increase click-through rates.
Example: “Capture the beauty and emotion of your wedding day with professional photography. Available in [City] and surrounding areas.”



Optimise Image Alt Text
As a photographer, your website will be image-heavy. Google can’t read images, but it can read the alt text. This describes the content of an image and helps with both SEO and accessibility.
Example: “Bride and groom sharing a first dance at [Venue] in [City].”


Step 4: Technical SEO for Photographers

Why Is Technical SEO Important?

Technical SEO ensures that your website is structured in a way that allows search engines to easily crawl and index it. Optimising technical elements like your site’s speed, mobile responsiveness, and structured data will improve your rankings and user experience.


What to Do


Ensure Mobile-Friendliness
More people now browse websites on mobile devices than desktops. Use Google’s Mobile-Friendly Test tool to ensure your website is optimised for mobile.


Improve Site Speed
Slow websites have higher bounce rates and rank lower in search results. Speed can be improved by:

Compressing images.

  • Using a content delivery network (CDN) like Cloudflare to speed up delivery.
  • Enabling caching with tools like WP Rocket (for WordPress).


Implement Structured Data (Schema Markup)
Structured data helps search engines understand the context of your content, like your business hours or pricing. For example, adding schema for “photography services” can help Google display additional information like your ratings, services, or availability directly in search results.


Step 5: Blogging for SEO Success

Why Is Blogging Important for SEO?

Blogging is a great way to create fresh, keyword-rich content that Google loves. Blogging regularly helps your website stay relevant and improves your chances of ranking for a broader range of search queries.


What to Do


Choose Blog Topics That Attract Your Audience
Write posts that answer common questions or provide value to your potential clients. For example:

  • “How to Choose the Right Wedding Photographer”
  • “Preparing for Your Family Portrait Session”


Use Long-Tail Keywords in Your Blogs
Long-tail keywords are specific and often less competitive. For example:

  • “Best outdoor wedding photography locations in [City]”
  • “Affordable family portrait photographers near me.”


Link to Other Relevant Pages on Your Site
Internal links help search engines crawl your site and improve SEO. For example, in a blog post about wedding photography, link to your wedding portfolio or services page.

Final Thoughts

SEO is an ongoing process, but optimising your photography website from the beginning will pay off in the long run. By researching keywords, optimising for local search, refining on-page elements, improving site speed, and blogging regularly, you’ll improve your site’s ranking, attract more visitors, and turn those visitors into clients.


In the next chapter, we’ll explore how to design your website with the client journey in mind, ensuring a seamless, intuitive experience that guides visitors toward booking your services.