SEO for Photographers in Depth: Focus Your Photography SEO
There’s a lot of research out there on the web when it comes to SEO keyword research – almost everyone has something to say on the subject, and information from one site often contradicts information from the other.
We’ve spent a lot of time doing keyword research and analyzing the effectiveness of SEO keyword research techniques here at Photographer Marketing Academy, and we’ve done it all with photographers in mind. Although no SEO marketer can say 100% that he has the right answer all the time, we believe we’ve hit on a powerful method of using keywords to boost photographers’ SEO – and that’s focusing on the specifics.
Let’s be honest – no SEO marketing firm, no matter how great it is at what it does, can optimize a site or page for every keyword that could bring customers to the site. Doing keyword research involves figuring out which search terms will bring the most customers the most often, instead of scattering the limited resources that SEO marketers and small photography business have.
We’ve found that the best way to find the search terms that work the best is to aim for specifics. For example, the search term “photography” is never going to work as a keyword. Why? There are several reasons:
- The competition for the keyword “photography” is too high for a small business to fight for dominance of this term and come out on top. There will always be a bigger business that includes photography services – it’s best not to try to compete with international corporations when it comes to SEO.
- People rarely search for something as general as “photography” anymore. Rather, they search for something more specific like “wedding photography in Topeka.” Even if they do simply search for “photography,” Google’s location based search results will favor local results for their SERPs, and Google (or one of its competitors) will likely suggest more specific search terms like “wedding photography” – which users are likely to use when their more general searches don’t turn up the results they really want.
The upshot of all this is that a photography firm (or an SEO marketing team who works on behalf of a photography firm or individual photographer) must use those more specific search queries as potential keywords. For example, if you’re primarily a wedding photographer, you should have “wedding photography” optimized as much as possible throughout your site!
You should also take location into account, and use your geographic location as often as possible in conjunction with words and phrases like “photography” and “wedding photography.” This will help you win at local SEO, which is where you’re going to pull in the most clients anyway.
You’ll also want to use a wider variety of keyword phrasing when you’re focusing on specifics – for example, it’s probably equally likely that a potential client will search either “wedding photography in Topeka” or “Topeka wedding photography” – and the upshot of that is that your site should be optimized for both (if not more).