Capture high-intent clients with local SEO for photographers

Struggling to find photography clients despite a stunning portfolio? The key to becoming the top-earning photographer in your area is making sure you're easy to find online. Local SEO for photographers connects you with high-intent clients actively seeking someone to capture their special moments. And all you have to do is use the right tool to make light work of managing your strategy.

What is local SEO?

Local SEO, or local search engine optimization, is the process of optimizing your online presence for relevant local searches. For photographers, this typically means search terms like "photographer near me" or "wedding photographer in [city name]." Whereas general SEO focuses on improving your website's visibility on a global or national scale, local SEO targets a specific geographic area.

The type of google map result that appears alongside the Google Local Pack

Local SEO for photographers involves optimizing your Google Business Profile, building local citations, earning customer reviews, and creating locally relevant content. By focusing on these areas, you can improve your chances of appearing in local search results. You may even reach the top of the coveted Local Pack that appears prominently in local Google searches.

Local Pack results for photographers in Atlanta

Exposure boost: From listings to tracking local search rankings, Semrush Local’s marketing tools help local photographers get better results.

Why local SEO for photographers is so effective

These days, most people turn to their mobile devices to find local information. And because photographers tend to work within a geographic area, clients will likely search a local query. Local SEO’s job is to make sure your photography studio appears when they search relevant terms. Not only that, but you need to make a great first impression too.

A Google Business Profile for a photographer

Ranking higher in Google means more exposure for your studio, and the calls, bookings, and website traffic that come along with it. In fact, 60% of users click to call directly from the search results.

Local searches often indicate strong purchase intent. When someone searches for a photographer in their area, they are likely ready to book or inquire about services. By optimizing your local presence, you can outrank competitors and earn a bigger share of local clients. And it all starts with making sure your business looks great on Google.

Google Business Profile optimization: Capturing local attention

The first step in enhancing your local SEO is optimizing your Google Business Profile (GBP). Think of it as the digital storefront of your photography business.

Setting up a profile

• If you haven’t already, head to Google Business Profile and create a new profile or claim your existing business.
• Provide detailed information about your business. This includes name, address, phone number (NAP), website, and business hours.
• Showcase your best work by adding high-resolution photographs. This not only builds out your profile, it also gives a glimpse of your style and expertise. A picture is worth a thousand words, and in this case, it could be worth a booking!
• Use all the functionality GBP offers to maximize your lead-generation potential. For example, you can allow users to request a quote based on specific photography services.

A photography business booking on a Google Business Profile

• Do some local keyword research before writing your business description. This helps Google understand what services you offer and improves your chances of appearing for relevant searches.
• Keep your business information up to date. If you move to a new studio or change your business hours, update your profile immediately.

Zoom ahead: With Semrush Local, managing your Google Business Profile is a breeze. It keeps your information accurate and consistent across the web, so you never have to worry about it again.

Building local citations and directory listings

Local citations are mentions of your business name, address, and phone number in directories, social media, and websites. These citations help search engines verify your business information, which can improve your rankings.

A Yelp listing for a photographer 

How to get listed in relevant directories

• Start with Yelp, Yellow Pages, and industry-specific sites like WeddingWire or The Knot.

A photographer’s profile on The Knot

• Proofread your NAP data. Double-check for typos as these can negatively impact your local SEO.
• Regularly check your listings to ensure the information remains accurate.

Skip to step 4 and use a listing management tool to save you potentially weeks of work. 

Picture perfect: Semrush Local’s Listing Management tool alerts you to anything in your listings that’s out of sync. Quickly fix errors, suppress duplicate profiles, and guarantee everything is in order.

The role of customer reviews in local SEO for photographers

Customer reviews add depth and character to your online presence. But reviews play a significant role in local SEO too. Positive reviews signal to search engines and potential clients that your business is trustworthy and reputable.

Online Google reviews for a photographer

Reviews can also improve click-through and conversion rates; people are more likely to choose photographers with glowing reviews.

Strategies for getting positive reviews

• Deliver exceptional service to ensure clients are happy and willing to leave positive reviews.
• After completing a shoot, ask satisfied clients to leave a review on Google or other platforms. Make it easy for them by providing direct links.
• Send a thank-you SMS to clients, gently reminding them to leave a review if they haven't already. Personal touches can make a huge difference.

Handling negative reviews effectively

Negative reviews can be challenging, but handling them well can turn a setback into an opportunity. Address negative reviews promptly and professionally, showing potential clients you are willing to make things right.

Focus finder: Semrush Local keeps track of reviews across multiple platforms, so you never miss opportunities to engage with clients.

On-page SEO techniques for photography websites

Use tools like Semrush to identify local keywords relevant to your photography business. These could include phrases like "wedding photographer in [city name]" or "portrait photography near me."

Local SEO keyword results for a photography business on Semrush’s Keyword Overview tool

Once you've identified specific keywords to target, use them naturally in your photography website. This includes your homepage, service pages, blog posts, titles, meta descriptions, and image alt texts.

Write blog posts or articles about local events and landmarks from a photography perspective. For example, you could write about the best locations for engagement photos in your city. This not only helps with SEO but also establishes you as a local expert.

Best practice: Avoid keyword stuffing! It can harm your rankings and readability.

Write case studies about local photography projects. Detail the client's needs, your approach, and the results. For example, “Capturing Sarah and John's Dream Wedding in [city name].”

Local SEO type content on the George Street Photo & Video blog

Create a separate landing page for each location, optimizing it with local keywords and relevant content. For example, a web page for "Wedding Photography in [City A]" and another for “Portrait Photography in [City B].”

Local landing pages by a photographer that offers services in multiple cities

Reference local landmarks, reviews from clients in the area, and any location-specific offers. Run an SEO site audit and optimize your website with any recommendations. You may earn some quick local SEO wins simply by repairing broken links and shortening overlong titles.

Call the pros: Some technical SEO issues require coding knowledge to fix. If you don’t have any web development experience, you’ll have to hire an expert.

Local link building strategies for photographers

Links are an important part of local SEO for photographers. Not only do links drive traffic to your website, but they also serve as a “thumbs up” to Google from other relevant local sites. Search engines reason that if other trustworthy websites are willing to link to you, you must also be trustworthy.

Reach out to local magazines, newspapers, and blogs with story ideas related to your photography services. Send press releases about notable events, such as opening a new studio or winning a photography award. Offer to provide high-quality images for their articles. Local newspapers are often shorthanded, so taking care of the photos could make your pitch more appealing.

Offer to write guest posts for local business blogs. Share your expertise on topics like “How to Choose the Right Wedding Photographer” and include a link back to your website.

Provide photography services for local events in exchange for a sponsorship mention and backlink on the event’s website. Or you might partner with a local florist or dress store to create a mock wedding shoot and share the photos on both of your websites.

Link discovery: Semrush identifies backlink opportunities and measures the impact of your efforts on your SEO.