Photography businesses face more competition in local search rankings than ever before.
Google your most competitive keyword. For example; wedding photographer in London.
If your photography business isn’t showing up anywhere on the first few results (SERPs), then how do you expect your potential customers to find you?
And as we know, if your website isn’t showing up on search engines, then it’s having an impact on your income.
Did you know that 70% of all Google users only click on the first 3 organic listings?
I don’t mean Google Ads, I mean organic search rankings.
Every day, people locally search for photography businesses of some sort. They want to find opening hours, contact details and directions.
If your company is not on top of their search results, Then you’re losing customers to the competition in your area.
However, That’s about to change.
In this article, you’ll find out how to dominate local search results for your local business.
What is Local SEO?
Local SEO helps you rank better in local search results. It tells Google everything it needs to know to put you on top in local search results.
In simple terms, Local search optimisation enhances your business so your potential clients actually make it to your location or contact you.
Google (and other search engines) like it when you tell them a little bit about yourself: Name of your business, Type of business, Physical location and Opening hours etc.
However, by just putting this information on your contact page won’t get your rankings higher.
Therefore we need to add some more technical stuff, such as Citations, Schema outputs, KML File generation, XML sitemap formatting and submitting all of this technical data to Google.
Local SEO can be a mind field.
But, with these 10 super easy tips you can start to rank in local search results quickly.
1. Keyword Research
Keyword research isn’t just about finding high volume keywords.
Create a list of potential keywords that cover the services you offer.
For instance, you might choose “photography studio”, or “wildlife photographer”.
Now take your chosen keywords and see how many searches those terms receive each month.
Tools such as, Neil Patel’s keyword suggestion tool will give you a quick idea of which keywords people are searching for.
From the image above you can see that wedding photographer receives 18,100 searches a month in the UK.
It’s going to pretty impossible to knock these guys off top spot.
However, Wedding photographer + ‘town’, although offers less search volume, does offer you an opportunity to rank.
Remember, pick a keyword that is going to be suitable, relevant and has a good local search volume.
Once you have a favoured and most likely keyword it’s time to start optimising Google My Business.
2. Google My Business (Maps local search)
Google My Business is the first step to local search domination.
Do a search on Google and include a location in your keyword, such as “Photography Studio in Sutton Coldfield”.
See what happens?
Google Business listings are above the organic listings in their rankings.
Google My Business pages are featured in the “Map” section of Google local business results.
Although you can get quick rankings boost, as it is easier to rank highly on a Google My Business page than on a website, there are important steps to take when setting up your account.
Google My Business pages need to be accurately completed.
Your business name, address, and phone number (NAP) must be correct and consistent on your Google My Business page and across the internet.
Google requires all category listings to focus on services instead of results.
Include your photography services as well as your general category. For example, in addition to Photography, you might choose Family Portraits.
A brief overview of your photography services and include a sale pitch too. Make the description around 150 words.
An example description would be:
Scott Latham Photography offers professional wedding photography in Staffordshire. Award-winning photographer covering your wedding day. Call me today to start your journey!
List your opening hours for each day.
As a photographer, you know that your portfolio is vital to converting your visitors into clients.
Upload only your BEST photography to your Google My Business page.
Replacing the generic Google My Business background image with a bespoke cover photograph of either yourself with a logo or your favourite image with your logo.
Once you have set up everything you’ll receive a postcode in the post from Google with a unique code.
Enter this into the given website and verify your account.
You can sign up for an account here.
3. Customer reviews
Have happy customers?
Of course, you do, then jump all over it.
Ask them to leave you a review on your Google My Business listing.
Reviews can help to improve your rankings.
Google likes to display photography businesses that have a 5-star rating at the top of the Map Pack.
4. Business Citations
Once you’ve set up your Google My Business account, then you should start to build citations.
Citations occur across a range of platforms, such as local business directories, on websites and on social media. They are any online mention of the name, address, and phone number for your business.
They help Google users to discover local businesses and impact local search engine rankings. They should be at the core of your photography business.
However, you need to be consistent. Your information needs to be exactly as it is in your Google My Business set up.
5. On-Page Search Engine Optimisation
The purpose of on-site SEO is to make it simple for both users and search engines to understand your web page.
Google wants to know what the webpage is about; for example, Wedding Photography in ‘city’.
Then, identify what your page is relevant to search queries; such as, weddings at certain venues etc.
Finally, find your page useful to visitors and worthy of ranking on page 1.
By optimising key elements on your website in order to rank higher and earn more relevant traffic from search engines.
So, whenever you add a new page or blog post, think about:
- Meta titles and descriptions.
- Image Alt tags.
- Make sure that each article has at least 1000 words.
- You have the correct structure for H1, H2 & H3 tags.
- Ensure images are resized and load quickly.
Check out the most comprehensive SEO for Photographers guide available online for more information.
6. Don’t neglect your businesses blog
Every day, people search for quality informative content.
They want to find out about ‘How to’ ABC or ‘The Best’ of 123.
There are 1000’s of photography blog ideas you can write about. Don’t just focus on your current work.
Say for example your a wedding photographer. Share some love with other wedding businesses. Write a blog post about the ‘Top 10 products you must have at your wedding’ or ‘The best venues in your area’ etc.
They’ll love you for it and may even share your blog post on their social media!
7. Keep up to date with SEO
SEO changes constantly.
Google’s algorithms altered over 200 times in 2018 alone.
Keep on top of what’s going on, what tactics are working and any new techniques which are coming.