Marketing Your Photography Studio Online – Why Great Pictures Aren’t Enough

By Terrance G Kern on March 20, 2018

As a photographer, you want people to know that you take fantastic pictures. What better way to show the world than to publish a few online. You have set up a website with the expectation that visitors in your market area will stop by your website to look at some examples of your best work. Unfortunately, great photos are simply not enough. Without the right marketing tools, no one will ever even know your website exists. Do you want to be seen? You really can draw an amazing number of visitors to your website if you understand why it takes more than great photos. Sites like Virtual Photography Studio will give you tips on setting up a great online photo site, but you also need to know how to get visitors to open your virtual door to step inside.

Google Is the Key That Unlocks the Door

The first thing to understand is that Google has a separate set of algorithms to rank images. Even with a few choice keywords, searchers may get results on the SERPs (Search Engine Results Pages) for websites also ranking for those very same keywords. What you should know here is that Google will rarely list images unless you frequently click through to images or you use image SEO strategies developed specifically for a site populated with more pictures than content.

Key Takeaway: You are competing with keywords that are used for many different types of websites, so keywords alone are not sufficient.

A Few Key Points from MOZ – How to Rank Well

It’s time to look at ranking factors within Google’s algorithms for images. A great article on MOZ does a very good job on explaining key factors within Google’s image algorithms. Rand Fishkin says that the following are some of the key points in Google’s image ranking factors:

  • The image file name
  • Image captions
  • Content surrounding the image
  • Page Title
  • URL
  • Popularity and engagement
  • Image shape and dimension
  • Size of the image
  • How many times it was embedded
  • Traditional ranking factors on your website
  • Image relevance and matching factors

For example, Rand says that Google tends to like square images and those which have been picked up and embedded on several other sites. He says that the images on your site should be relevant.

Putting Together an SEO Strategy for a Photography Website

In other words, you may have a wedding photography website and if you post a few shots of ancient Mayan pottery from your most recent vacation, it’s unlikely Google will rank those images highly enough (if at all!) when displaying search results for Mayan pottery. Google pretends like they don’t exist because they were not relevant to the overall purpose of your wedding photography site. Search algorithms for images differ from search algorithms for content, and that is what matters most.

No matter how you look at it, SEO is still king, and Google holds the key to the kingdom. Do you want visitors to your online photography studio? Ask Google to unlock the door!

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