Why SEO became a core part of my photography business

I’ve been a maternity, newborn and family photographer in Southampton for over 12 years, and in that time I’ve learnt probably everything there is to know about running a successful photography business. From working with clients to refining my artistic style, but one of the skills that’s had the biggest impact on the survival and growth of my business? SEO.

I began learning SEO early on, soon after launching my photography website, and quickly understood how important it was for helping the right clients find me online.

While I know social media can be a wonderful tool for growing a photography business, I’ve always known it wasn’t something I wanted to rely on entirely. Algorithms change, trends come and go, and visibility can never be guaranteed. Rather than putting all of my eggs in one basket, I wanted a marketing strategy that felt stable, sustainable and firmly within my control.

That’s where SEO came in. By investing in my website and learning how to make it visible in Google search results, I built a way for clients to find me organically, without depending solely on algorithms or daily posting.

Why I love SEO

SEO aligns with who I am in a way social media never quite has. It allows my work, my words and my experience to speak for themselves, without the pressure to constantly perform, share or stay visible. My website does the talking for me, quietly working in the background, connecting me with clients who are already looking for exactly what I offer.

I love that SEO is thoughtful rather than loud, consistent rather than reactive. It rewards clarity, quality and genuine expertise, all things that matter to me as a photographer in Hampshire. Instead of chasing attention, SEO focuses on being present at the right moment, when someone is actively searching for a photographer they can trust.

For me, SEO isn’t about stepping back, it’s about creating space. Space to focus on my clients, my craft, and a business that feels aligned, sustainable and true to who I am.

How I started offering SEO for photographers

As my own family, newborn and maternity photography in Hampshire business continued to grow, SEO naturally became second nature to me. It wasn’t something I kept separate from my work, it was simply part of how I ran a successful, sustainable photography business.

Offering SEO to other photographers had been a plan I’d been developing for a while. In 2023 I attended college and gained a formal qualification in Digital Marketing and SEO. When I started sharing small insights on my Instagram stories in 2024, the response was immediate, photographers began reaching out, wanting to know more and book one to one support. What began as a plan quickly became a dedicated SEO service with my SEO Booster package.

Since then, I’ve gone on to work with over 50 photographers around the world, supporting them in building stronger websites, improving their search visibility, and creating marketing strategies that feel aligned and sustainable, without relying solely on social media.

Why SEO for photographers is so important

Photography is a visual industry, but booking decisions almost always start with a search. Before someone ever sees your Instagram feed, they’re far more likely to open Google and type in exactly what they’re looking for:

“Maternity photographer Hampshire”

“Newborn photographer Southampton”

“Family photographer Hampshire”

SEO is what helps your website appear in those moments, when someone isn’t just browsing, but actively looking to book.

For photographers, this is incredibly powerful. SEO connects you with clients who already want what you offer, in your location, at the exact point they’re ready to take the next step.

Unlike social media, SEO doesn’t rely on constant posting or visibility on any one platform. A well optimised website works for you quietly in the background, bringing in enquiries consistently over time. It creates long term visibility, not short bursts of attention.

SEO also helps you attract the right clients. When your website clearly communicates who you are, what you specialise in and who you’re for, enquiries are more aligned, more informed and more likely to convert.

Ultimately, SEO isn’t about competing with other photographers, it’s about clarity. It helps Google understand your business, and it helps your future clients understand why you’re the right photographer for them.

2 common SEO mistakes I see on photographers websites

1. Not Targeting the Right Keywords or Location

One of the biggest mistakes I see on photographer’s websites is not being clear about what services they offer and where they work. Using generic terms like “photographer” without specifying your niche or location makes it much harder for Google, and potential clients to find you.

Think like your clients: what would they actually type into Google when searching for a photographer? Examples might include:

“Maternity photographer Southampton”
“Newborn photographer Hampshire”
“Sandbanks maternity photographer”

If your website doesn’t clearly state your location and your specialty, you could be invisible to the very people who are looking for exactly what you offer, even if your work is incredible. By targeting the right keywords and making your location clear, you make it easy for clients to find and book you.

2. Lack of clear page structure and headings

Websites that don’t use proper headings (H1, H2, H3) or have pages with long blocks of text make it harder for Google to understand what your site is about. Proper structure also makes it easier for clients to skim and find the information they need. Each page should have only one H1 at the top, followed by headings in a hierarchical order (H2, H3, H4) to break up content and organise information clearly. Clear headings improve both SEO and user experience, helping the right people find and navigate your site with ease.

Are you ready to fix SEO mistakes and attract more of your dream clients?

SEO doesn’t have to feel overwhelming, it’s just about making sure your work is seen by the right people. My SEO Booster package is designed specifically for photographers and creative business owners. I take care of everything behind the scenes, tidying up your site structure, fine tuning your content and handling the technical bits that help Google love your site as much as your clients do.

The result? More visibility, more website visits, and more lovely people finding their way to you.

I work with creatives all over the world, and I know how much heart goes into what you do. SEO isn’t about changing your style or your voice, it’s about making sure the people who need you can actually find you.

If you have any questions at all, just drop me an email, I’d love to hear from you. And if you’re ready to start attracting more of the right clients, book a consultation today and let’s make your website work harder for your business.

“Sophie overhauled my entire website and got it ranking number 1 for many of my top keywords and 2 or 3 for countless other keywords - this has made my whole site so much easier to find on Google. The process was easy, I was almost completely hands off as Sophie worked her magic. When the site was finished she sent me masses of easy SEO tips that I’ve been able to implement on socials and website updates since. I highly recommend Sophie for SEO, she was amazing to work with but the analytics spoke for it all - thank you so much Sophie, it was a pleasure and I’m so happy with the results.” - Nina Goks