8 Steps to Boost Brand Visibility

8 Steps to Boost Brand Visibility


We all know Search engine optimization for photographers sounds difficult. But it surely’s not as intimidating as you may suppose.

Search engine optimization simply means adjusting your pictures web site in several methods so you may rank increased on engines like google like Google. 

So, when folks search one thing like “pictures companies,” your web site pops up as one of many first outcomes.

Google "Images" results for “photography services" query

The extra individuals who can discover your online business, the better it’s to get new enterprise.

These eight Search engine optimization ideas for photographers will assist you to optimize your web site and get extra guests who wish to hit your “Ebook Now” button:

1. Establish Strategic Images Key phrases

Key phrases are phrases that individuals use to look on engines like google like Google. For instance, some photography-specific key phrases are:

  • Industrial pictures
  • Enterprise photographer Boston
  • Company headshots
  • Editorial pictures
  • Marriage ceremony photographer

Repeatedly incorporating related key phrases into your content material triggers Google into associating your online business with them. 

Let’s say you’re a portrait photographer. In that case, you’d wish to be related to key phrases like “portrait pictures,” and “portrait photographer.” 

And extra particular ones like “household portrait photographer” or “senior portrait pictures,” relying in your areas of focus.

But it surely’s all about discovering steadiness. Use key phrases too sparingly and Google received’t make the connection. Use them too typically? You’ll look spammy and set off pink flags for the search engine.

And never all key phrases are useful for your online business. For instance, in the event you solely provide portrait pictures, then you definitely don’t must attempt to stuff in a random key phrase like “meals pictures.”

Key phrases are essential. However they want to slot in naturally in useful content material that solutions folks’s questions.

Right here’s tips on how to discover related key phrases for your online business:

Do Key phrase Analysis

Checklist out phrases you’d anticipate potential shoppers to make use of to seek out your pictures enterprise on Google. 

Let’s say you’re a marriage photographer. Some key phrases your prospects may use are:

  • Marriage ceremony photographer
  • Marriage ceremony headshots
  • Engagement photograph shoot

Then, use Semrush’s free Keyword Magic Tool to see if any of these key phrases are good suits for your online business. And to seek out different related keyword concepts.

Right here’s what that appears like.

First, enter one of many key phrases from the listing you created into Semrush’s Keyword Magic Tool. And hit “Search.”

Let’s use “wedding ceremony photographer.”

“wedding photographer" entered into Keyword Magic Tool search bar

You’ll get a listing of key phrases associated to the key phrase you entered. For instance:

  • photographers close to me
  • Marriage ceremony photographers close to me
  • photographers
  • Marriage ceremony photographer
Keyword Magic Tool results for “wedding photographer"

Pay attention to three columns:

  • Intent: The motivation behind the search (i.e., what kind of content material customers wish to see after they seek for a selected key phrase)
  • Volume: What number of searches a key phrase will get monthly
  • KD% (Keyword Difficulty): How tough it’s to rank for a sure key phrase
"Intent" "Volume" and "KD%" columns highlighted in the keywords table

As a photographer who’s new to Search engine optimization and desires extra web site guests, give attention to key phrases which have:

  • The appropriate intent primarily based in your objectives: Informational for visibility, transactional or business for promoting your companies
  • Excessive search quantity: Over 100 common month-to-month searches
  • Low key phrase issue: 0% to 49%

However keep in mind, these are simply pointers. So, in the event you discover a related low-difficulty key phrase with visitors beneath 100 month-to-month searches, that’s OK to focus on. You simply don’t wish to solely goal low-volume key phrases initially.

Use the filters above the desk of outcomes to seek out key phrases that hit the candy spot of search intent, search quantity, and key phrase issue:

Keyword Magic Tool filters highlighted in the upper menu

After getting a listing of filtered key phrases, notice all of the key phrases you suppose will swimsuit your online business. Think about these three strong examples:

  1. How a lot is a marriage photographer: This key phrase will get a good quantity of visitors (1,900) however is just not too tough to rank for (19%).
  2. Chicago wedding ceremony photographers: This key phrase is location-specific and has a business intent, that means searchers are actively in search of a photographer to rent. The key phrase additionally will get good visitors (1,600). Albeit, it’s a bit tougher to rank for, at 49%.
  3. Marriage ceremony photographers close to me: This key phrase mentions location and has a transactional intent, that means searchers are prepared to rent somebody.
"wedding photographers near me" "how much is a wedding photographer" and "chicago wedding photographers" keyword results highlighted from the table

Rinse and repeat this course of for the opposite key phrases in your unique brainstorm listing (e.g., wedding ceremony headshots, engagement photograph shoot, and so forth.).

You’ll be able to goal as many key phrases as you need. However to your first go, we suggest sticking between 10 and 50.

Manage Your Key phrases Into Lists

Totally different key phrases match various kinds of content material for Search engine optimization pictures functions.

For instance, informational key phrases normally take advantage of sense for weblog posts that give readers extra info. Whereas business and transactional key phrases are finest utilized in posts and touchdown pages that spotlight companies.

So, you might use a weblog submit to focus on the key phrase “how a lot do wedding ceremony photographers price.” But it surely’d be tough—and ineffective—to focus on that key phrase with a portfolio web page or landing page.

Take your listing of 10 to 50 key phrases and begin organizing them primarily based on what kind of content material you wish to create for these key phrases.

Some content material classes you may create are:

  • Web site: This class is for key phrases that you simply’ll use throughout your total web site
  • Informational weblog submit: This class is for key phrases that you simply’ll goal with weblog articles that give searchers extra info
  • Touchdown web page: This class is for key phrases you’ll goal with a devoted touchdown web page that highlights a selected service
  • Industrial weblog submit: This class is for key phrases you’ll goal with a weblog article that highlights your companies and encourages searchers to rent you

Create a desk that appears one thing like this:

Key phrase




Content material Sort

finest wedding ceremony photographers




Web site

How a lot is a marriage photographer




Informational weblog submit

Chicago wedding ceremony photographers




Web site

Photographers close to me for wedding ceremony




Touchdown web page

Low cost wedding ceremony photographers




Industrial weblog submit

Now that you’ve your preliminary listing of key phrases and the place they’re going, it’s time to begin incorporating them into high-quality content material.

2. Create Excessive-High quality Content material that Helps Readers

Quality content is well-researched, well-designed content material that meets your viewers’s wants.

Let’s say you wrote a weblog submit concentrating on “finest movie cameras.” Even in the event you optimized the piece for the key phrase, that doesn’t imply it’s routinely “high quality” content material.

The piece ought to:

  • Reply searchers’ questions
  • Have a seamless movement and clear construction
  • Break up chunks of textual content with wealthy media (e.g., photos, movies, charts, and so forth.)
  • Be filled with worth and actionable ideas

This type of useful, related content material tends to rank on engines like google organically and builds model credibility. That means you get extra web site visitors totally free.

If you happen to don’t meet these checkboxes, you’re much less more likely to rank and can lose credibility with searchers. Bear in mind: reader first.

Right here’s tips on how to create high quality, optimized content material that customers and engines like google will love.

Use Subject Clusters to Create Related Posts and Improve Your Website Construction

Topic clusters are teams of associated pages in your web site that assist you to set up your authority on particular topics. In flip, you may increase your search engine rankings.

Subject clusters are cut up into pillar pages and cluster pages.

A pillar page (e.g., “panorama pictures”) provides in-depth information on a broad subject. Whereas the cluster pages (e.g., “panoramic panorama pictures” or “panorama evening pictures”) cowl subtopics that relate to every pillar.

An infographic showing the structure of a topic cluster

These pages additionally hyperlink again to at least one one other, which makes it simple for customers and Google to navigate between your content material. And to know how the whole lot suits collectively.

Decide concepts for pillars and clusters with Semrush’s Keyword Manager device.

Head to the touchdown web page and sort in a phrase or phrase that pertains to your online business into the area supplied. 

Choose the right database, and hit “Create listing.” For this instance, let’s use the key phrase “how a lot is a marriage photographer.”

Creating clustered list for “how much is a wedding photographer" in Keyword Manager

The device provides you with subjects associated to your key phrase so you may create subject clusters. Providing you with a better likelihood of rating nicely.

Topics related to “how much is a wedding photographer" in Keyword Manager

The device can even provide you with vital items of data. Like key phrase intent and month-to-month common search quantity.

"Intent" and "KD%" columns highlighted in the keywords table

Select one of many subjects. After which click on on the “Write content material” button to the precise of that key phrase.

“Write content” button selected next to “how much is a wedding photographer" topic

On the next display, click on “Ship key phrases” within the pop-up modal that seems.

"Sent To SEO Writing Assistant" pop up window

Optimize Your Content material for Search Engines

When you nail your photography-related clusters, you may create and optimize content material for engines like google.

Our guide to on-page SEO provides fast tricks to get you began: 

  • Embody your most important key phrase within the web page title (title tag). Preserve titles 55-60 characters lengthy and related to the content material.
  • Write partaking meta descriptions (the textual content under the Search engine optimization title in Google search outcomes). Preserve them inside 160 characters and embrace your key phrase.
  • Use keyword-friendly headings and subheadings to interrupt up content material sections
  • Create descriptive page URLs that describe the web page content material
  • Add internal links from different pages to assist engines like google perceive how pages relate to one another
  • Add external links to your sources to offer further worth to customers


By way of including key phrases within the physique of your content material, there’s no “proper” quantity. However you additionally don’t wish to overdo it. If you happen to begin excessively key phrase “stuffing,” your readers will discover–and so will Google. And it received’t floor this type of spammy content material.

Two to 3 pure mentions per key phrase is an effective ballpark to bear in mind.

Earlier than publishing, paste your content material into the Semrush SEO Writing Assistant to get fast tips about bettering your textual content.

SEO Writing Assistant editor

Or in the event you’re struggling to even begin writing, no worries. Select from one in all 75 totally different content material sorts, fill out a quick immediate, and the generative AI copywriter will create draft content material that you would be able to simply regulate.

An example of text generated by Paragraph Generator

The device additionally present you:

  • Which associated key phrases to incorporate
  • Learn how to optimize photos, tags, and hyperlinks
  • Whether or not your tone of voice is constant and related to your viewers
  • Any components of your textual content that accommodates plagiarism

It helps you optimize content material for engagement and Search engine optimization so it has the absolute best likelihood of reaching its objective.

Additional studying: Keyword Density in SEO: Understanding Myths and Best Practices

Observe Google’s E-E-A-T Tips 

Google evaluates how reader-friendly and precious your pictures web site is with its E-E-A-T guidelines.

E-E-A-T stands for Expertise, Experience, Authoritativeness, and Trustworthiness.

An infographic on what E-E-A-T stands for

The acronym is a part of Google’s Search Quality Rater Guidelines. Actual folks (often known as High quality Raters) use this digital handbook to judge content material that seems in search outcomes.

This suggestions helps Google decide the success of its algorithm updates, with a objective to indicate outcomes that efficiently show E-E-A-T.

Right here’s the way you present every letter of E-E-A-T in your personal content material:

  • Expertise: Share your first-hand information on the subject material (e.g., writing about your private opinions on a selected digital camera model)
  • Experience: Embody your {qualifications} or credentials on the subject (e.g., together with your faculty diploma in a transparent writer bio)
  • Authoritativeness: Construct your status within the trade you’re discussing (e.g., getting your title on the market and constructing your Authority Score)
  • Trustworthiness: Spotlight who wrote your content material and the way factually correct it’s (e.g., together with supply hyperlinks to any info or research you point out)

3. Enhance Your Technical Search engine optimization 

Technical SEO is “behind-the-scenes” work that helps make your pictures web site extra user-friendly and accessible to engines like google.

Listed below are two simple duties that you would be able to apply to your web site at the moment:

Create an Search engine optimization-Pleasant Website Construction

Website construction (additionally known as web site structure) is the way in which pages hyperlink collectively in your web site. 

An Search engine optimization-friendly web site organizes pages so Google’s web site crawlers can simply discover and index your content material. 

While you add a brand new web page to your web site, it ought to comply with a easy, logical hierarchy. That means that each web page is, at most, two clicks away out of your homepage. 

An infographic showing an example of SEO-friendly site structure

For instance, Residence > Companies > Marriage ceremony and Engagement Images

This makes it simple for Google bots to seek out the “Marriage ceremony and Engagement Images” web page and perceive that it pertains to the companies you provide. 

It might probably then show the right web page in search outcomes.

Additional studying: How to Build Your Website Architecture for SEO

Monitor Your Web page Pace

Page speed is how rapidly (or slowly) your web site and particular person pages take to load.

Gradual web page velocity provides customers a foul expertise. Which makes them extra more likely to click on away, or “bounce.”

A graph showing how slow page load times increase bounce rate

Google additionally sees web page velocity as a ranking factor. So the slower your web site, the much less doubtless it’s to rank to your goal key phrases.

Fortunately, you may simply monitor your web site velocity with Google’s free PageSpeed Insights device. 

Enter your URL and hit “Analyze.”

PageSpeed Insights tool

After Google assesses your Core Web Vitals, it provides you a desktop and cell efficiency rating from 0 to 100. The upper the quantity, the higher.

Google's assessment page showing a performance score of 98

It additionally suggests methods to lower web site loading occasions and increase your total rating. 

"Opportunities" section of PageSpeed Insights report

One key method to increase your web site velocity is to scale back picture sizes. Massive picture information (anything over 3.5 megabytes) are one of the vital frequent causes of sluggish pages. 

In line with The Important Company, all the photographs on fast-loading pages ought to take up less than 500KB. Your objective is to maintain photos as near this as doable with out compromising high quality or person expertise.

There are two methods to do that:

1. Cut back picture width and peak in accordance along with your web site’s theme utilizing Adobe’s Image Resizer or Simple Image Resizer (e.g., yours might show photos at 500 x 500)

2. Compress picture file sizes utilizing TinyPNG or Optimizilla

An image from Adobe's site showing resizing an image feature

Picture Supply: Adobe

Each strategies guarantee your images have the identical influence with out slowing efficiency. 

Additional studying: What is Page Speed & How to Improve It

4. Make Your Images Web site Cell Pleasant

When Google crawls your pictures web site, it makes use of mobile-first indexing. This implies it seems to be at cell variations of your pages to index and rank content material.

So, your web site and images should be suitable on cell gadgets. 

This could already be the case in the event you’re utilizing a Content material Administration System (CMS), as internet templates are set as cell responsive. But it surely’s price double checking.

Head over to Google’s Mobile-Friendly Test device, enter your URL, and hit “Take a look at URL.”

Google’s Mobile-Friendly Test tool

The report tells you in case your web page is usable on cell. If not, it flags points that have an effect on cell usability.

Mobile-Friendly Test returns "Page is usable on mobile" message

If you happen to use Google Search Console, you may monitor efficiency beneath the “Cell Usability” report.

Your images must also be totally responsive. That means they’ll look simply as nice on small screens as they do on giant ones whereas nonetheless loading rapidly.

Most web site builders have built-in instruments that may match your picture’s pixels to your guests’ gadgets to create totally responsive photos (e.g., Wix’s Pro Gallery). 

Wix’s Pro Gallery page

Picture Supply: Wix

5. Optimize Your Photographs for Google Photographs

Some firms may skip image SEO for the sake of time. However Search engine optimization for photographers has to incorporate this key step.

Google is aware of that when somebody searches for photography-related key phrases, there’s a very good likelihood they wish to see images. Not simply hyperlinks.

So, it exhibits footage first to satisfy search intent.

Check out the outcomes for “classic wedding ceremony pictures”:

Google search results for “vintage wedding photography”

These first outcomes are additionally linked to internet pages. In case your footage aren’t appropriately optimized for engines like google like Google, you’ll get buried amid the competitors.

Listed below are our high Search engine optimization ideas for photographers to land these high, traffic-driving spots to your footage: 

Add Alt Textual content to Your Photographs

Various textual content, or alt text, is a written description of an image. It tells Google what the image contains so it might perceive its context and decide tips on how to rank and index it.

So, the precise alt textual content helps potential shoppers simply discover your footage.

Together with clear, correct alt textual content additionally improves your web site’s accessibility. As famous in our 2023 research, boosting accessibility led toan common 12% visitors improve throughout 800 surveyed firms.

If you happen to host your web site on a CMS, you may add alt textual content to an image if you add it to your photograph library. This routinely turns it into HTML code that’s crawled by engines like google. 

If you happen to don’t use a CMS, you may merely add alt textual content to your HTML code.

Right here’s what an alt attribute inside the <img> tag seems to be like:

<img src=“portrait.jpg” alt=“portrait of a lady with blonde hair and blue eyes sitting on a wood chair looking of a window”>

Observe these alt textual content finest practices every time you add a photograph to your web site: 

  • Clearly describe the picture (however there’s no want to make use of the phrases “image” or “picture”)
  • Preserve descriptions beneath 125 characters, as that is the cut-off for many screen readers
  • Keep away from single-word alt textual content
  • Embody one related goal key phrase

Let’s have a look at this instance from Shutterstock:

“high-fashion portrait of an elegant woman in a black and white hat and dress. Studio shot” image from Shutterstock

Picture Supply: Shutterstock

The alt textual content Shutterstock recommends for this picture is: “high-fashion portrait of a sublime lady in a black and white hat and gown. Studio shot”

If you happen to have been a trend photographer specializing in studio portraits, this description hits a few vital key phrase phrases:

  • “Excessive trend portrait”
  • “Studio shot”

It additionally precisely describes the scene and is beneath 125 characters. If the alt textual content stated “Lady in a gown,” it wouldn’t paint the identical image within the thoughts. 

And Google would lump it in with tens of millions of different generic photos, quite than a high-fashion studio shot. 

Use Descriptive File Names

Google additionally recommends including descriptive file names to your footage so it might get a clearer thought of what the picture exhibits.

Take this picture from Pexels:

A woman wearing glasses and yellow top image from Pexels

Picture Supply: Pexels

Usually, this image would have a numbered, auto-generated file title from a pc or digital camera, like:

However this doesn’t inform Google what the picture contains. A greater file title for this image can be:

  • woman-wearing-glasses-and-yellow-top.jpg.

Like writing alt textual content, make your file title clear and concise. However you may maintain it a lot shorter than 150 characters.

Place Photographs Thoughtfully 

Your images ought to complement the phrases subsequent to them. Google recommends putting images by related textual content and a very powerful picture on the web page. Ideally, near the highest.

This strategic placement permits Google’s search bots to higher join the dots between visible and written content material. And readers immediately get an thought of what the piece is about.

Take this text by NY wedding ceremony photographer Susan Shek on “101 Engagement Photograph Concepts From Actual {Couples}:”

Susan Shek's “101 Engagement Photo Ideas From Real Couples” landing page shows an image of a couple kissing right under the title

Picture Supply: Susan Shek

A related picture of an engaged couple kissing is true beneath the title. This textual content and picture positioning alerts search bots to incorporate this particular image in search outcomes snippets.

Susan Shek's article shows in Google "Images" for "engagement photo ideas ny" search

6. Make investments Time Into Native Search engine optimization

Almost 33% of mobile searches are location-specific. Like “wedding ceremony photographer close to me” or “household portraits Boston.” 

Enter local SEO. Any such Search engine optimization makes it extra doubtless that searchers in your space will discover your pictures companies.

The top objective is to finish up on Google’s local pack. The native pack includes a Google Map alongside a listing of native companies associated to the search time period.

Google bases these top listings on: 

  • Relevance to the search question
  • Distance between the person and enterprise
  • The prominence of a enterprise in opposition to its opponents
Google’s local pack results for "wedding photographers near me" query

Get began with these simple ideas from our guide to local SEO:

  • Use location-specific key phrases in your content material 
  • Declare your free Google Business Profile (previously Google My Enterprise)
  • Add your title, deal with, and telephone quantity (NAP) citations to native directories
  • Ask prospects to overview your online business on Google

When folks hear “Search engine optimization,” they normally simply consider Google. However social media platforms additionally act as engines like google that may flip guests into prospects. 

Nearly half of Gen Z and Millennials use social media to analysis new merchandise and companies. And yours may very well be the subsequent they discover.

As a photographer, give attention to visible platforms like Instagram, TikTok, and Pinterest.

And use these three social media SEO ideas to enhance the visibility of your pictures enterprise throughout these platforms:

Use Related Key phrases in Your Profile Information and Posts

In line with Instagram CEO Adam Mosseri, Instagram seems to be at 4 parts to know a profile when indexing it:

  • Your deal with
  • Your profile title
  • Your bio
  • Your captions

Every of those are prime spots for together with related key phrases. Do the identical factor on TikTok and Pinterest.

On Instagram, if you kind in “inside photographer,” all the top-ranking accounts have these key phrases (or comparable) of their handles, profiles names, or bios.

Instagram results for “interior photographer" search

Additionally, embrace a few hashtags in your posts that align with the context of your message. These will assist algorithms to higher perceive the kind of content material you’re sharing. And you will get extra related viewers.

Use our free social media calendar template to maintain observe of your posts. And take a look at how Semrush Social can streamline your work throughout platforms.

Join with Your Viewers

Getting viewers to interact along with your content material will increase the possibilities that they’ll see your content material going ahead. 


As a result of some social algorithms, like these on Instagram, have a look at person interactions (i.e., likes, shares, feedback, and posts) to find out what exhibits up in folks’s feeds. TikTok additionally confirmed that user interactions contribute to which content material lands on the For You web page.

Give attention to creating distinctive, related content material that exhibits off your distinctive abilities. For instance, this astro photographer’s TikTok recording of the Orion Nebula obtained 4 million likes:

"Orion Nebula through my telescope" video screenshot

Picture Supply: rajs_astrophography

And ensure you like and reply to feedback in your content material. Constructing a way of group retains customers coming again for extra.

8. Monitor Your Images Search engine optimization Efficiency in Google Analytics

Search engine optimization isn’t a set-and-forget apply. Google changes its ranking system typically, so the SERPs change too. That’s why it’s worthwhile to keep on high of your efficiency to proceed to realize visibility and visitors.

Google Analytics (GA) is a free device that helps you perceive how your web site is performing. In Analytics, yow will discover out:

  • What number of guests your pages get
  • The place guests come from
  • Which key phrases guests use to seek out your web site
  • How guests navigate your web site
  • What guests do on pages
  • How lengthy guests spend on pages
Google Analytics home

You should use these metrics to see the place customers are encountering friction or the place there’s room for enchancment. Then, you may make changes to enhance your SEO strategy and create a greater person expertise. 

Let’s say your GA stories present that persons are discovering your web site by trying to find “New York trend photographer.” You’ll then work that key phrase and variations of it into your touchdown pages to drive extra visitors.

Alternatively, let’s say you see web page views have dropped on one in all your high touchdown pages. Begin by analyzing the place it’s rating within the SERPs. If the rating has dropped too, you might must refresh the web page with up to date info. Or reoptimize for a brand new goal key phrase.

Try our guides that can assist you get began with GA: 

Bonus Tip: Spend money on On-line Advertisements

Paid promoting and Search engine optimization methods ought to go hand in hand. Collectively, they will strengthen your on-line presence and assist you to obtain long-term digital advertising objectives.

For instance, Tte “Sponsored” content material outcomes on the high of SERPs are paid Google Advertisements:

Paid results on Google for "maternity photographer california" query

Whereas paid promoting is not an Search engine optimization tactic, investing in paid internet advertising can not directly help your Search engine optimization efforts in a number of methods:

  • Paid adverts can improve your internet visitors and visibility, signaling to engines like google that your web site is related and precious to customers
  • Constant promoting boosts model recognition, which may result in increased click-through charges (CTRs) on SERPs
  • Testing keywords in on-line campaigns can assist you uncover that are only at driving focused visitors to your web site
  • Eye-catching advert campaigns might result in elevated backlinks and social shares, boosting your web site’s authority within the eyes of engines like google

Additional studying: Online Advertising: All You Need to Know (2023 Updated)

Semrush Can Assist with Search engine optimization for Photographers 

Search engine optimization for pictures web sites is a steady course of. However the finish objective stays the identical: to enhance the rating of your internet pages.

Preserve your rankings (and visitors) climbing with Semrush’s On Page SEO Checker. You’ll get a complete overview of your efficiency. And a listing of Search engine optimization duties to assist strengthen any weak areas.


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