In today’s digital world, being a great photographer, producer, director or other creative isn’t just about capturing stunning images, it’s also about making sure people actually see your work. SEO (that’s Search Engine Optimisation, not Some Enormous Ordeal) is the secret weapon for getting your photography in front of the right eyes. Here’s a simple guide to help you get found—and maybe even booked.
1. Optimise Your Website for Search Engines
Your website is the digital storefront for your photography business, and making it SEO-friendly is the first step to improving your online visibility.
- Use Relevant Keywords – Incorporate keywords that potential clients are searching for, such as “food photographer in New York” or “fashion photography portfolio.” Place them in page titles, meta descriptions, headers, and throughout your website copy. This will push your website higher up the search results for that keyword.
- Improve Site Speed – A slow-loading site can negatively impact rankings. Optimise image sizes, use caching plugins, and ensure your site is mobile-friendly. Make sure your site is working how it should be and keep it consistent.
- Create an SEO-Friendly URL Structure –Use clear, descriptive URLs like yourwebsite.com/portrait-photography-portfolio instead of yourwebsite.com/page1234. This way it gets straight to the point. People should be able to understand what your page contains.
2. Leverage Image SEO
As a photographer, your images are your biggest asset, and optimising them for search engines can drive more traffic to your site.
- Use Descriptive File Names – Instead of IMG1234.jpg, rename files to something relevant like new-york-food-photography.jpg. These play a role in search results so you can gain more traffic to your website. The names of the files should directly relate to what is in the image.
- Add Alt Text – Search engines can’t “see” images, so use alt text to describe your photos. This helps with SEO and makes your site more accessible. These alt texts can enhance user experience and provide context if an image fails to load.
- Compress Images – Large files slow down your site. Use tools like Photoshop to reduce file sizes without sacrificing quality. This way it makes images load in quicker so people will not click off of your website.
3. Create Valuable Content with a Blog
A blog is a powerful way to boost SEO by regularly adding fresh content to your site. It is a way to connect with whoever is looking at your website on a level besides images.
- Write About Your Shoots – Share behind-the-scenes insights, client stories, or photography techniques to attract readers and improve search rankings. This can allow people who visit your website to understand you on a closer level.
- Use Internal and External Linking – Link to other relevant pages on your site to keep visitors engaged and improve SEO. Internal links allow people to stay on your site for a longer period of time which improves your search results. External links provide credibility to your site if the links you are providing are credible.
- Answer Common Questions – Create blog posts around topics people search for, such as “Best Locations for Engagement Photos” or “How to Prepare for a Professional Photoshoot.” Find out what people want to know and then provide that information for them.
4. Build High-Quality Backlinks
Backlinks (links from other websites to yours) signal to search engines that your site is reputable and authoritative.
- Get Featured on Photography Directories – Submit your portfolio to directories like Production Paradise, Behance, and 500px. These will help your site traffic, improve search results and boost reputation.
- Collaborate with Blogs & Publications – Offer guest posts, interviews, or collaborations with industry websites to gain backlinks. This can help bring the attention of a different audience to your website.
- Share Your Work on Social Media – While social media links don’t directly impact SEO, they help drive traffic and visibility.
5. Utilise Social Media & Video Content
Google values content from social media and video platforms, so integrating these into your SEO strategy can enhance your search rankings. This could include links and videos from your social media account that widen the range of your audience.
- Share Content on Instagram, Pinterest, and Facebook – Use strategic hashtags and geo-tags to increase reach. Also post about your website and use this content to pop up in more searches.
- Create YouTube Content – YouTube videos often rank in search results, so consider posting behind-the-scenes footage, photography tips, or client testimonials. You could also include interviews if it makes sense for your page.
6. Monitor and Improve Your SEO Performance
SEO is an ongoing process, and tracking your progress helps refine your strategy. In order to succeed using SEO, you have to fail a few times to better understand what works and what doesn’t.
- Use Google Analytics & Search Console – These tools help monitor traffic, keyword rankings, and site performance. Use these tools to test what works.
- Adjust Based on Insights – If a certain blog post or portfolio page is performing well, update and expand on it to keep driving traffic. If something is doing well, keep doing something similar to that topic or idea.
- Stay Updated on SEO Trends – Search engine algorithms change frequently, so keep learning and adapting to the environment.
SEO may seem complex, but by implementing these strategies, photographers can improve their online visibility and attract more clients. By optimising your website, leveraging SEO, creating valuable content, and building a strong online presence, you can ensure your work gets discovered!
Want to Go Deeper with Your Marketing and SEO Strategy?
If any of these tips have sparked your curiosity—or if you’d like tailored guidance on applying them to your own photography business—you can book a one-on-one session with a Business & Marketing Coach. They’ll work with you to build a strategic approach to SEO, marketing, and business growth that fits your unique goals and style.
Start optimising today and watch your search rankings soar!
Header Image: Gary Salter from Horton-Stephens Photographers Agents
Article Thumbnail: Robert Stanley
