Search engine optimization (SEO) refers to improving your website to appear higher in online search rankings. SEO is a measure of trust that a search engine has with your website. This trust is a complex calculation based on your website content, your location, domain age, website code structure, how often you update your content, your website load time, and how many other websites reference your site (backlinks). This algorithm is different and ever-changing for each search engine.
You can see SEO in action every time you do a Google search. If you open your computer and search for ‘photographer,’ the websites appearing on the first few pages have amazing SEO. It takes a lot of effort and many years to get to the first page of Google. These website owners did not pay to be in the first or second position. If you ever get a phone call or email from someone “selling” a spot on the 1st page of Google, this is a scam.
The goal of any search engine is to show the best results possible for the searcher. If you want more traffic, you’ll have to put in the time to cater your website to Google’s liking. Google is the most widely used search engine, so I highly encourage you to focus your efforts here.
Why Local SEO Matters More Than Global SEO for Photographers
As a photographer, your primary clients are in your region. Unlike an e-commerce business that sells products worldwide, your photography services require an in-person presence. This means local SEO is far more important than global SEO. Ranking globally for keywords like “best photographer” may seem great, but if your audience is in Toronto, you need to target searches like “Toronto family photographer” or “wedding photographer in Durham Region.”
How to Improve Your Local SEO
1. Optimize Your Google Business Profile
One of the most powerful tools for local SEO is your Google Business Profile (formerly Google My Business). If you haven’t already, claim and fully optimize your profile:
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Use your business name, exact location, and contact details
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Upload high-quality photos of your work
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Add service areas and keywords like “family photographer in Port Perry”
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Collect and respond to client reviews
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Post updates and offers regularly
2. Use Location-Specific Keywords
Your website should naturally include keywords that reflect your location and services. For example:
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Instead of “I’m a photographer who loves capturing memories,” try “I’m a family photographer in Durham Region who specializes in natural, candid moments.”
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Instead of just “lifestyle photography,” use “lifestyle photography in Blackstock, Ontario.”
These small changes help Google understand where you are and match you with relevant searches.
3. Create Local Content
Blog posts are an excellent way to boost SEO and establish authority. Consider writing posts like:
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“Best Outdoor Family Photoshoot Locations in Durham Region”
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“Top 5 Wedding Venues in Port Perry for Stunning Photography”
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“What to Wear for a Fall Photoshoot in Ontario”
These posts naturally include location-specific keywords, making them useful for potential clients and search engines.
4. Get Backlinks from Local Websites
Backlinks are links from other websites pointing to yours. The more quality backlinks you have, the higher your authority in Google’s eyes. Try to get links from:
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Local wedding venues and vendors
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Local event blogs
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Community websites or business directories
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Collaborations with other photographers or vendors
5. Optimize for Mobile and Speed
Most searches for photographers happen on mobile devices. Ensure your website:
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Loads quickly
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Is mobile-friendly
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Has easy-to-use navigation
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Features clear call-to-action buttons (like “Book Now” or “Contact Me”)
6. Encourage and Respond to Reviews
Google favours businesses with strong reviews. Ask happy clients to leave reviews on Google and Facebook. The more positive, detailed reviews you have, the more likely Google will show your business to local searchers.
Final Thoughts
SEO takes time, but if you focus on local SEO, you’ll attract more potential clients who are actually looking for your services in your area. Rather than trying to rank worldwide, your goal should be to appear in searches from local families, couples, or businesses searching for a photographer near them.
By optimizing your website for location-based keywords, improving your Google Business Profile, creating valuable local content, and gaining backlinks, you’ll be well on your way to increasing your visibility and booking more clients. SEO isn’t a quick fix, but consistent effort will help your photography business grow over time.
