How to Rank on the First Page of Google as a Photographer

Step-by-step SEO strategies to get your photography business seen, booked, and profitable!

You know the frustration — you’re a crazy-talented photographer, pouring your heart into every session, but somehow you’re still stuck on page 4 while less experienced competitors are booking out thanks to better visibility.

If you’ve ever wondered how to rank on the first page of Google without becoming an SEO expert or churning out weekly blog posts, you’re in the right place.

In this guide, I’ll break down exactly what it takes to show up when your dream clients are searching for terms like “Boston wedding photographer” or “branding photographer near me,” so you can stop hiding and start getting booked.

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Why SEO Matters for Photographers

Instagram is cute, but it’s not where most clients start when they’re ready to book. They head straight to Google and type in things like “family photographer near me” or “San Diego elopement photographer.”

If you’re not showing up there, you’re missing out on serious opportunities.

Ranking on the first page of Google means more visibility, more clicks, and ultimately more inquiries from the kind of clients you actually want to work with.

The best part? Unlike social media, SEO keeps working for you long after you’ve hit publish. It’s the marketing strategy that pulls its weight behind the scenes — while you sleep, shoot, or sip coffee between edits!

Here’s what to do:

Step 1 – Do Local Keyword Research

Before you can rank on Google, you need to know what your clients are actually searching for. Hint: it’s not “creative storyteller with a passion for capturing light.” It’s specific, location-based phrases like “Boston family photographer” or “branding photographer Austin.”

These local keywords help Google understand where you are and what you offer — so it can match you with people actively looking to hire someone like you.

Use Location-Based Keywords

Think about what your dream client would type into Google if they were ready to book. Include phrases like:

“NYC elopement photographer”
“San Diego maternity photography”
“Chicago engagement photo shoot”

Use these keywords on your homepage, service pages, blog titles, and even image alt text.It’s important to infuse them into your copywriting, and not just place them all over your website. You also want to be strategic. Make sure to map out what keywords you will target on EACH page. If you try and rank for the same exact keyword on every page, you will end up competing against yourself.

Find LSI + Secondary Keywords

To strengthen your SEO and give Google more context, weave in related terms your audience might also search for, such as:

family-friendly photo sessions
natural light photographer
best engagement shoot locations in [your city]
outdoor family photo ideas

These help you show up for more search queries without being repetitive or spammy. These are great to use you throughout your body content, or subheads.

Tools to Use

You don’t need to guess what people are Googling — use tools to find actual data:

Ubersuggest – Great for keyword ideas + competition data
Keywords Everywhere – A browser extension that shows search volume right in Google
Google Suggest – Type your service + city into the search bar and see what pops up in the dropdown

Nail your local keyword research, and you're already one step closer to page one!

Step 2 – Optimize Your Website Pages for SEO

Once you’ve done your keyword research, it’s time to put those golden phrases to work—starting with your website. SEO isn’t just about cranking out blog posts. It’s about making sure every corner of your website clearly tells Google (and your dream clients) what you do, where you are, and who you serve.

When your photography website is optimized, it becomes a magnet for the exact kind of people who are already searching for your services.

Homepage SEO Basics

Think of your homepage as your first impression. If someone lands there from Google, they should know in two seconds flat: what you do, where you’re located, and whether you’re the right fit for them. For example, instead of a vague headline like “Capturing life’s moments,” say something like:“Boston Wedding & Family Photographer for Joy-Filled, Sentimental Souls.”

This hits your service (photographer), your niche (wedding and family), your vibe (joy-filled, sentimental), and your location (Boston). Naturally include this kind of phrase in your homepage title, your first paragraph, and your site’s meta description.

Need help with your homepage? Snag my Ultimate Homepage Blueprint!

SEO Your Portfolio + Gallery Pages

Your galleries are some of the most-visited pages on your site — but they’re also often the most overlooked when it comes to SEO. A page simply titled “Gallery” tells Google nothing. A better title? “Boston Newborn Photography Portfolio” or “Lifestyle Maternity Sessions in NYC.” This kind of specificity helps Google understand exactly what’s on that page.

The same goes for your images. Don’t upload photos with file names like IMG_7890.jpg — instead, use descriptive names like boston-maternity-photo-beacon-hill.jpg. And don’t skip the alt text! That’s another spot to describe your images in plain language, which is great for accessibility and SEO. Something like: “Expecting mother in flowy white dress during golden hour maternity session at Beacon Hill in Boston.”

Blog Post Optimization

If you’re blogging regularly, amazing — but even if you’re only posting occasionally, make it count by targeting what your clients are already Googling. For example, instead of titling a blog post “Sarah + Jason,” go with something like “Boston Waterfront Engagement Session | Sarah + Jason.”

This not only helps your blog show up for people searching for engagement sessions in Boston, but it also tells Google that you’re relevant for that topic and location. Want to go even more strategic? Write posts like:

“Top 5 Senior Photo Locations in Boston”
“What to Wear for Your Branding Session (With Real Client Examples)”
“How to Plan a Stress-Free Elopement in NYC”

Use your keyword in the blog title, your first few sentences, your headers, and naturally throughout the post — but always write for your reader first. Google is smart enough to know when you're trying too hard.

Step 3 – Improve User Experience (aka Google Ranking Fuel)

Here’s a little-known secret: Google doesn’t just care what your website says — it cares how it feels to use. User experience (UX) is a huge part of how Google decides who deserves to rank on the first page. That means your site needs to be easy to use, fast to load, and crystal clear to navigate. The goal? Make it ridiculously simple for someone to fall in love with your work and book you without friction.

Mobile-Friendly Design

Most of your future clients are finding you on their phones. Whether they’re curled up on the couch scrolling through photographers or sneakily Googling during their lunch break, your website needs to look and work beautifully on mobile.

If your images aren’t resizing, your text runs off the screen, or your buttons are too small to click, you’re losing people — fast. Google notices that too. A mobile-friendly website isn’t optional anymore. It’s essential. So check your site on your phone and your friends’ phones. Make sure it’s clean, clickable, and easy to navigate. Your dream client shouldn’t have to pinch-zoom to read your pricing.

Fast-Loading Images Without Sacrificing Quality

Photographers love a high-res image, but your website isn’t the place to upload 40MB RAW files. If your portfolio takes forever to load, your visitors (and Google) will bounce. Slow websites = bad rankings + lost inquiries.

That doesn’t mean sacrificing quality. You can still showcase stunning images by compressing them before you upload. Use tools like TinyPNG, Squoosh, or Lightroom export settings to get that balance of crisp visuals and quick load time. Pro tip: keep images under 500kb and no wider than 1800px for full-width display. Your galleries will still wow — without slowing your entire site down.

Clear, Easy Navigation

Let’s talk about frustration. Ever landed on a beautiful website and couldn’t find the info you needed? That’s exactly what we want to avoid. Your site should guide visitors smoothly — from discovering your work to hiring you — without confusion.

Don’t bury important pages like your pricing or contact form. If someone has to click five times to find your investment page, you’re losing inquiries. Instead, make navigation intuitive. Keep your main menu simple with pages like Home, Portfolio, About, Services, and Contact.

And make your call-to-actions (CTAs) unmissable. Buttons like “Book Now,” “Check Availability,” or “Inquire Here” should be easy to spot on every page — especially at the top, middle, and end. If someone loves your work, don’t make them hunt for the next step. Invite them to take action right now.

Step 4 – Create Content That Converts + Ranks

Let’s bust a myth right now: you don’t need to blog every week to show up on Google. What you need is intentional content that speaks your client’s language, answers their questions, and includes keywords in all the right places. This is about creating blog posts that not only get you found, but also make people say, “Yes — I want to book with her.”

Blog Smart, Not Hard

You’re already doing the work — you’re out there capturing magical sessions every week. So why not turn those sessions into content that helps you rank? Instead of titling your blog posts something vague like “Sarah & Mike,” turn it into a keyword-rich title that tells Google and your reader what the post is about.

Think:“Golden Hour Maternity Shoot in Central Park | NYC Maternity Photographer”

This format does so much heavy lifting. You’ve got the type of session (maternity), the location (Central Park), and your service (NYC maternity photographer) all baked into one juicy title. And it works for any niche:

“Branding Photoshoot at The Sable Hotel | Chicago Personal Brand Photographer”
“Backyard Summer Wedding in Boston | Intimate Wedding Photography”

Throughout the post, make sure to naturally mention the type of session, city, and client details a few times. Sprinkle in helpful context too — like outfit inspiration, location tips, or what made the session unique. This kind of content feels personal and valuable, and Google eats it up.

Build Internal Links

This is one of the most overlooked SEO boosters — and it’s so simple. Internal linking just means connecting different pages on your own website. For example, if you mention pricing in a blog post, link directly to your investment page. If you reference your process, link to your FAQ or services page.

Let’s say you write a blog post about a downtown branding session. Within that post, you can naturally link to:

Your Branding Services page
Your Contact page with a “Ready to book your own branding session?” CTA
Your Blog category archive for “Branding Photography”
A helpful FAQ like “What should I wear for my branding shoot?”

These links help your reader explore more of your content and help Google understand how your site is structured. Bonus: it keeps people on your site longer, which also boosts your rankings.

Step 5 – Set Up Google Business Profile

If you’re a photographer who works with local clients — whether you shoot families, weddings, branding sessions, or anything in between — setting up your Google Business Profile (formerly Google My Business) is a non-negotiable step. This free tool is what helps you show up in those eye-catching local map results when someone types in “photographer near me” or “Boston newborn photographer.” And yes, it absolutely affects your rankings.

When you create and optimize your profile, your business becomes visible in the Local Pack — that magic box at the top of the page with a map, photos, and business listings. This is prime real estate. Even if your website isn’t ranking #1 yet, a strong Google Business Profile can still get you noticed and booked.

Here’s how to make it work for you:

Fill out every detail: Add your business name, location or service area, phone number, website, and business category (like “Photographer” or “Wedding Photographer”). Be sure your info is consistent with what’s on your website.
Upload beautiful, high-quality photos: Yes, your photos matter here too! Add recent client work, behind-the-scenes shots, and a professional headshot if you have one. Your images are what make people stop scrolling.
Set your service area and business hours: If you don’t have a physical studio, no problem — you can list a service area instead of an address (ideal for elopement, lifestyle, or travel photographers). Include your availability so clients know when to reach out.
Collect and respond to reviews: This part is huge. Reviews build trust, increase credibility, and help you rank higher in local results. After each session, kindly ask your happy clients to leave a review (bonus points if they mention the location or type of session). And always reply — it shows you're engaged and professional.

Step 6 – Build Backlinks (Without Being Spammy)

Let’s talk about backlinks — one of the most misunderstood (and most powerful) elements of SEO. A backlink is simply when another website links to yours. And when Google sees those links coming from reputable, relevant sites, it reads that as a big vote of confidence. More quality backlinks = more authority in Google’s eyes = better rankings.

But here’s the catch: not all backlinks are created equal. Buying links or joining sketchy link farms? Total no-go. Instead, focus on earning natural, organic backlinks that actually make sense for your photography business — and feel aligned with how you already work.

How Photographers Can Earn Backlinks Naturally

You don’t need to be a PR pro or SEO nerd to start building backlinks. One of the best (and most underrated) ways photographers earn them is simply by being visible in your industry.

Start with these low-lift, high-impact strategies:

Get featured in blogs or local wedding publications. If you’ve shot a beautiful session at a well-known venue or worked with a dream vendor team, pitch it to wedding or lifestyle blogs. They’ll usually include a credit with a link to your site.
Say yes to styled shoots — and make sure your link is included. When vendors or planners share the shoot online, ask for your site to be linked in the credits. You’ve earned it.
Get listed on directories like The Knot, WeddingWire, Zola, or Junebug. Not only do these bring traffic, they often carry domain authority that helps your site rank better.
Co-create content with vendors. Team up with your favorite makeup artist or florist to create a “Top 5 Tips for Wedding Day Prep” blog post. They post it, link to your site — and now you’ve got a backlink and fresh visibility.

Share Your Work!

You’re already creating stunning content — now get it seen. Submitting your work to publications like The Knot, Green Wedding Shoes, Style Me Pretty, or even niche local blogs is a fantastic way to earn backlinks from high-authority domains.

Pro tip: When submitting, include your full website URL and request a credit link back to your homepage or relevant blog post. If they only link to your Instagram, don’t be afraid to ask for your website to be included too. After all, that’s where people can actually inquire and hire you.

Step 7 – Track What’s Working

Here’s the part most photographers skip — but it’s where real SEO momentum comes from: tracking what’s working and making small, strategic updates over time. SEO isn’t a one-and-done thing. It’s a living, breathing part of your marketing that gets stronger the more you pay attention.

If you're putting time into optimizing your site and creating blog content, you deserve to know what’s actually bringing people in — so you can do more of it (and stop wasting time on what’s not).

Google Analytics + Search Console

These two free tools are your behind-the-scenes dashboard for SEO growth.

Google Analytics tells you how people are finding your site, what pages they’re viewing, how long they’re staying, and where they’re dropping off.
Google Search Console shows you which keywords you're ranking for, how many clicks you're getting, and how your site is performing in search results.

For example: you might notice that your blog post on “Golden Hour Maternity Sessions in Central Park” is bringing in steady traffic every month — while your “Sarah & Mike Wedding Recap” post barely gets seen. That tells you what kind of content your audience (and Google) is loving, so you can lean into it more.

And if you start ranking for a keyword like “NYC elopement photographer” without even trying? That’s a sign to optimize and create even more content around that topic.

Update Old Blog Posts + Pages

One of the easiest ways to improve rankings — without creating anything new — is to update what you already have. Seriously. Google loves fresh, relevant content. So go back to older blog posts and portfolio pages and give them a glow-up:

Swap in better keywords based on what people are actually searching for
Add new or seasonal photos that feel current
Improve the formatting — break up long blocks of text, add subheadings, include links to newer posts or services

Even updating something as simple as the post title and meta description can boost your visibility. You don’t need to reinvent the wheel — you just need to keep it turning.

SEO Mistakes Photographers Should Avoid

Now that you know what to do, let’s talk about what to avoid — because even the most beautiful websites can stay invisible on Google if a few key mistakes are standing in the way. Don’t worry, these are all super common (especially in creative industries), and they’re all fixable.

Mistake #1: Only optimizing your homepage

Your homepage is important, but it’s just the start. If the rest of your site — like your galleries, service pages, blog posts, and about page — isn’t optimized, you’re missing out on dozens of opportunities to show up in search. Think of every page as a chance to be found.

Mistake #2: Using vague, artsy phrases instead of searchable keywords

I get it. You're a “visual storyteller” who captures “the magic of human connection.” But your dream client? They're searching for things like “San Diego family photographer” or “intimate wedding photographer in Asheville.” You can still sound like you — just make sure your website copy includes the actual terms people are typing into Google.

Mistake #3: Uploading massive, high-res images that slow your site to a crawl

It’s a classic photographer move: uploading 20MB images because, well… they’re gorgeous. But a slow website means higher bounce rates, lower rankings, and a frustrated user experience. Compress those files before uploading (under 500kb is ideal) and watch your load speed — and your SEO — improve.

Mistake #4: Ignoring your Google Business Profile

If you serve clients locally, skipping your Google Business Profile is like leaving money on the table. This is what helps you show up in map results when someone searches for “photographer near me.” It’s quick to set up, totally free, and often overlooked by your competition — which gives you an edge.

Your Dream Clients Are Searching — Make Sure You’re There

SEO isn’t about chasing perfection. It’s about showing up consistently, creating intentional content, and making small changes that stack up over time. It’s the long game — the kind that keeps delivering visibility, inquiries, and bookings while you’re out doing what you love behind the camera.

And if you’re ready to stop guessing and start ranking? I’d love to help. Check out my SEO services or go all-in with a focused, high-impact SEO Sprint VIP Day — perfect for photographers who want to get visible without wasting time.

You don’t need to do more. You just need to show up where it matters. Let’s make sure Google knows exactly who you are — and sends your dream clients straight to your inbox!