SEO Strategies for Photographers

Five SEO Strategies for photographers to drive website traffic and get their portfolios in front of potential clients and customers.

Before delving into specific strategies which can leverage photographers' online presence, let's briefly acquaint ourselves with Search Engine Optimization (SEO) - the linchpin of this article. So, what exactly is SEO?

SEO is the method of enhancing your website to augment its visibility when users conduct searches relevant to your business, such as photography products or services, on search engines like Google. The more visible your website is in search engine results, the higher the probability of catching the eye of potential and existing customers for your photography business. This could be crucial when seeking new clients, boosting online sales, or simply enhancing web traffic in general - all of which are invariably beneficial.

Why oh why?

Why is SEO indispensable for photographers? In the digital world, competition is fierce, particularly among photo-centric websites. While each photographer has their unique aesthetic vision and attention to detail that might result in recognition, that recognition depends on who discovers you - and how effortlessly they do.

Countless talented photographers are competing for visibility, hence the need for a well-crafted SEO strategy. What's more, a whopping 90% of users don't venture beyond the first page of Google's search results; I can admit the same, rarely straying past the first few results. Thus, dedicating time and effort to enhance your SEO score considerably amplifies your chances of getting noticed by potential clients and customers.

Here are the 5

Keyword Optimization

Keywords serve as the foundation for an efficient SEO strategy. Utilize tools like Google Keyword Planner to pinpoint keywords that potential clients might use when seeking your services (e.g., "wedding photographer" or "fashion photography"). Embed these keywords in your webpage titles, image alt text, blog contents, and URLs. The ability to include keywords can usually be found in your page's settings on your website's design platform. Unsure about some of these terms? I'd strongly recommend spending some time researching them; they're incredibly beneficial and represent the simplest first step toward optimizing your SEO.

Here's an additional tip that I've discovered to simplify this process: leverage ChatGPT. A straightforward prompt like "Write alt text for an image of a wine glass intended for lifestyle photography" can generate image alt text that you can then easily copy and paste onto your site. However, I would suggest providing more detailed information than my example, being even more specific about the image's content and the audience you aim to attract.

Image Optimization

As a photographer, your website is rich in images. Thus, image optimization is crucial. This incorporates appropriate file names (akin to adding alt-text), adding alt-text (as previously mentioned), and diminishing image size for quicker loading times.

Uploading your photos with their existing file size might be the easier route, but it's worth decreasing the file size to optimize loading times. I confess that I've neglected this aspect for numerous image sets on my site, but I'm continuously updating those that need resizing. Search algorithms, which emphasize speed, confer an advantage to websites that load promptly. If someone else’s site has already implemented this practice before you have they may be showing up ahead of you in the search standings.

Creating Quality Content

Maintaining a blog is another great method to keep your website active and deliver value to your audience. I once believed blogs were outdated - "what people previously used for content sharing" - but having them on your site means there are more pages for Google to index. Share your expertise, experiences, tips, and tricks – anything relevant to your life.

In addition to enhancing your SEO through a blog, it can be an underappreciated portfolio piece. Visitors to your site will undoubtedly be impressed by your imagery, but accompanying words (whether related to your images or not) provide an indirect channel of communication. It offers potential clients and customers an opportunity to know you better and foster a sense of trust in your work, contrasting with silent websites. Personally, I've secured photography assignments where the deliverables are solely images, but my blog posts have been referred to in the initial emails I received.

Speaking of blogs, check out my recent review of the Sony FX30. 6-8 min read

Backlinks

Backlinks, or links from other websites to yours, contribute to your website’s domain authority and raise your site's credibility in the eyes of search engine algorithms. To put it in fun terms, search algorithms see these links as clout or something like popularity. Backlinks show that you’re capable of making friends and aren’t a recluse just uploading random things to the internet - instead, you’re being active and creating a site that people enjoy sharing.

You might consider partnering with other photographers and their blogs (or any other platforms they use for content distribution), contributing as a guest blogger on company blogs, or securing features in news articles. Admittedly, this is easier said than done. So, how can this be achieved? It ultimately boils down to conducting some research and reaching out. Do you have a favorite brand? Check if they have a blog and see if they're open to a discussion. Do you admire somebody's photos? Consider proposing an interview with them that can be hosted on both of your sites. There's no infallible method for gaining backlinks, but in my experience, it primarily involves taking the initiative and introducing yourself to folks.

Mobile Optimization

Nearly 56% of internet access is conducted through mobile phones. If your site isn't responsive to various screen sizes, you're missing out on the opportunity to attract a significant portion of your potential audience. A site suitable for SEO must be mobile-friendly.

Your site is very likely capable of being viewed in a mobile preview; in fact, I can assure you it is. Virtually all website platforms recognize the importance of a mobile-friendly website to their users, consequently developing ways for you to optimize your site.

Previewing on a mobile device is an absolute necessity, not only because search algorithms favor it, but also because even if you disregard the rest of these SEO suggestions and only display your photos, a non-mobile-friendly site could adversely affect your perception. Does that sound a bit too alarming? Perhaps slightly, but it's crucial to remember and a piece of advice I'd like to stress.

You’re Ready to be Found

The world of SEO may seem intricate and daunting initially, but it becomes easier over time. With consistent effort, these strategies will enhance your photography website's SEO, attract more qualified leads, and help you be found by clients that love and NEED your work. Plus, being deliberate in your strategy extends your reach beyond local footfall and word-of-mouth referrals, to harness the power of the internet and find success on a global scale. Hopefully what it’ll do though is give you the inspiration to get creative with how your website is perceived and help you enjoy the nitty-gritty of website curation.

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