When it comes to search engine optimization (SEO), keyword research is one of the most critical steps for photographers. Understanding what your potential clients are searching for allows you to create content that will help your website rank higher in search results. In this guide, we’ll walk you through the basics of keyword research, explain different types of keywords, and show how targeting the right ones can help you attract more clients to your photography business.

What Are Keywords, anyways?

At their core, keywords are the words and phrases people use when they search for something online.

As a photographer, you want to ensure that your website appears in search results when potential clients are looking for services you offer. The key to success is selecting the right keywords to target and crafting content around those terms to drive traffic to your website.

The Importance of Keyword Research for Photographers

Keyword research helps you understand how potential clients search for photography services, and it gives you insights into the specific phrases they use. By incorporating these keywords into your website’s content, page titles, headers, and meta descriptions, you can optimize your site for search engines and increase the chances of being discovered by the right audience.

The main goal of keyword research is to save you time and effort by focusing on the terms that will yield the best results, allowing you to attract more visitors and turn them into inquiries and bookings.

2 Types of Keywords You’ll Use

There are several types of keywords you can target, and understanding the differences will help you create an effective SEO strategy for your photography business.

1. Short Tail Keywords

These are 1-2 word phrases with a high search volume but also high competition. While they can attract a large number of searches, it’s often harder to rank for these terms because they are very broad.

• Examples: “photographer,” “wedding photographer”

Because these keywords are so general, they will return millions of results and may not drive the most qualified traffic to your site.

2. Long Tail Keywords

Long tail keywords are more specific and usually consist of 3 or more words. While they have lower search volumes than short tail keywords, they often come with less competition, making it easier to rank well in search results.

• Examples: “wedding photographers in New York,” “family portrait photographer in Seattle”

These more specific searches often have higher intent, meaning someone searching for these terms is more likely to be actively seeking a photographer.

Categories of Keywords for Photographers

Now that we’ve covered short and long tail keywords, let’s break them down further into specific categories that photographers should focus on.

Location-Specific Keywords

Many clients search for photographers based on location. As a photographer, you can target both broad and specific geographic keywords to attract local clients.

• Broad Location Keywords: These target larger areas such as countries, states, or major cities.
• Examples: “California wedding photographer,” “photographer in Canada”
• Specific Location Keywords: These focus on more niche areas like small towns, wedding venues, or landmarks.
• Examples: “Aspen wedding photographer,” “wedding photographer at Blue Sky Ranch”

While broad location keywords tend to get more searches, the more specific location-based keywords can drive more qualified leads. For example, someone searching for a “Colorado elopement photographer” likely has high intent to book a photographer in Colorado.

Trending Keywords

Trending keywords are related to current events, popular culture, or seasonal trends. For example, during the holiday season, keywords like “Christmas family photos” may surge in popularity. Tools like Google Trends can help you identify trending topics in your niche.

• Examples: “holiday mini sessions,” “moody engagement photos”

Keep in mind that while trending keywords can provide a short-term boost in traffic, they may not have long-lasting value. Use them selectively to capture seasonal or current demand.

Informational Keywords

Informational keywords are used when people are looking for answers to questions or solutions to problems. These are often used for blog content and are a great way to attract potential clients who are in the research phase.

• Examples: “how to plan an elopement,” “what to wear for a family photoshoot”

Combining informational keywords with location-based or trending keywords can make your content even more relevant. For example, a post titled “Best places to elope in Iceland” targets both an informational and location-specific keyword.

Brand-Specific Keywords

Brand-specific keywords refer to searches for a particular brand, either yours or another brand you’re associated with. Including these in your SEO strategy can help build authority and trust.

• Examples: “Honeybook review,” “Lululemon wedding dress”

Brand-specific content can show your expertise, create associations with popular brands, and attract people who are already interested in those products or services.

Where to Use Keywords on Your Photography Website

Once you’ve identified the right keywords to target, it’s important to know where to place them on your website for maximum impact. Simply knowing the keywords isn’t enough—you need to strategically use them throughout your website to ensure that search engines can recognize and rank your content. Here are the key places where you should include keywords on your photography website:

1. Page Titles and Headers

Page titles and headers (H1, H2, etc.) are some of the most important places to include your primary keywords. Search engines pay particular attention to these elements when crawling your site, so using keywords here helps define what each page is about.

• Example: If you’re targeting the keyword “New York City wedding photographer,” you can use it in your page title like: “Experienced New York City Wedding Photographer | Capture Your Big Day.”

2. Body Text

The body of your page is where you can naturally integrate keywords throughout your content. Aim to use your primary keywords early in your text (within the first 100-200 words) and sprinkle them naturally throughout the content without overstuffing.

• Example: “As an experienced New York City wedding photographer, I’ve had the honor of capturing countless love stories across the city, from Central Park to Tribeca.”

3. Meta Descriptions

Meta descriptions are brief summaries of your page that appear in search results. While not a direct ranking factor, using keywords in your meta descriptions can improve click-through rates by signaling to users that your page is relevant to their search.

• Example: “Looking for a New York City wedding photographer? I specialize in capturing candid, emotional moments across NYC’s most iconic locations.”

4. Image Descriptions and Alt Text

Images are a vital part of any photography website, and search engines can’t “see” images the way humans do. That’s why it’s crucial to include keywords in your image file names and alt text to help search engines understand the content of the images and improve accessibility.

• Example: Instead of naming an image “IMG_001.jpg,” use “central-park-wedding-photographer.jpg” as the file name and write descriptive alt text like “Bride and groom walking in Central Park, New York City.”

By placing your keywords strategically in these key areas, you’ll optimize your website to rank higher in search engine results and improve its visibility to potential clients. The goal is to use your keywords naturally and effectively, allowing both search engines and visitors to understand the value of your content.

Keyword Research Tools

To find the best keywords for your photography business, you’ll need to use SEO tools that help you discover search volume, competition, and related keywords. Here are a few tools to get you started:

• Google Keyword Planner (Free): Great for discovering new keyword ideas and estimating search volumes.
• SEMrush (Freemium): Offers more in-depth keyword analysis, competition insights, and keyword difficulty scores.
• Ahrefs (Paid): Provides detailed keyword data, competitor analysis, and backlink tracking.
• Google Trends (Free): Useful for identifying trending keywords and seasonal spikes in interest.

Each of these tools offers different features, and some of the paid tools provide more robust data and analysis, but you can accomplish a lot with the free tools as well.

See an expanded list in our SEO Tools for Photographers resource.

Final Thoughts

Keyword research is an essential part of your SEO strategy. By targeting the right keywords, especially long tail and location-based keywords, you can drive more qualified traffic to your website. Remember to use the tools available to you and consider the intent behind the keywords you choose to target.

By implementing these strategies, you’ll not only improve your search engine rankings but also attract clients who are actively searching for photography services. Take the time to understand your audience’s needs and craft content around the keywords that matter most. The results will speak for themselves.