Ever wondered how some websites magically end up at the top of Google searches, while others languish in obscurity? That's the power of SEO (Search Engine Optimization). Squarespace offers a great foundation for SEO, but there are specific things you can do to give your photography website a boost in search rankings.

Before we dive in here’s a look at how SEO works, what matters, and key concepts to grasp:

How SEO Works

The Basics: Crawling, Indexing & Ranking

Think of Google as having a bunch of tiny robot spiders constantly scouring the web for new pages. These "bots" follow links to discover content. That's why linking to your own pages and having other sites link to you is important. Just finding your page isn't enough! The bots also try to "understand" what your content is about. So using clear keywords and writing descriptive text helps Google categorize your site correctly.

Finally, there's ranking. This is where the magic (and the mystery) happens. Google's got a super-secret recipe of factors they use to decide which websites deserve the top spots. Things like how helpful your content is, how many other sites vouch for you (backlinks), and whether people actually hang out on your site all play a role in how Google ranks your pages.

SEO: The Big Picture

It's a team sport! SEO overlaps with everything from the quality of your content to the design of your site, and even how you use social media. The best results come from a holistic strategy. Google loves quality, so focus on being genuinely helpful and informative. Sites that demonstrate expertise and trustworthiness tend to perform better in the long run.

Location, location, location! If you're a local business, pay special attention to your Google My Business profile and location signals to attract nearby customers. And don't forget about visuals – images and videos can be SEO gold! Optimizing them helps you show up in image searches, which is crucial for photographers looking to get their work seen.

Things to Remember

Play the long game! SEO is an ongoing effort, not a one-time fix. Keep working at it consistently to see the best results. Mobile matters more than ever, so if your site looks awful on phones, Google will penalize you. Make sure it's fast and easy to use on smaller screens for the best rankings. Google isnt dumb – trying to cheat the system rarely works long-term. The best strategy is to focus on creating awesome stuff people genuinely want to see. Ultimately, SEO is about attracting the RIGHT visitors, the ones who might actually hire you or buy your work. It's not just about the numbers!

1. Foundational Squarespace SEO

Squarespace gives you a head start with some awesome built-in SEO features. Let's break down the basics:

Built-in SEO settings: Squarespace provides areas to input your:

• Page titles: Keep these under 60 characters and include your target keywords.

• Meta descriptions: A brief summary (around 160 characters) describing your page's content. It'll show up in search results, so make it enticing.

• URL slugs: Make URLs short, descriptive, and keyword-relevant.

Mobile-friendliness: Squarespace templates are built to be mobile-responsive so you don’t have to worry about this but you will want to edit the mobile version of your site to ensure it’s displayed how you want.

2. Photography-Specific Optimization

Image Optimization:

• Descriptive filenames: Use keywords in image filenames (e.g., nyc-newborn-photographer-soft-light.jpg).

• Alt text: Essential for accessibility, but also helps search engines understand your images. Describe images clearly with keywords.

• Compress images: Use image compression tools to keep file sizes small (optimizes page load speed, a ranking factor).

Target Keywords:

• Research: Identify the search terms potential clients use to find photographers like you (location, style, etc.) Use tools like Google Keyword Planner for help.

• Content integration: Sprinkle keywords thoughtfully through your website copy (headings, image descriptions, blog posts), but avoid keyword stuffing.

Heading tags: Use H1, H2, H3 tags correctly to give your website structure and signal what content is important to search engines.

3. Content Strategy to attract clients and Boost SEO

Think about it this way: A website filled with nothing but gorgeous photos is like a beautiful, empty art gallery. People might wander in, admire your talent briefly, and then leave, never to return.

Here's why content goes beyond the visual:

• Keywords are key: Those blog posts and captions are where you strategically use the keywords your target audience is searching for. Without content, Google has a much harder time understanding what your site is about and who it's relevant to.

• Give Google more to chew on: Every blog post, every portfolio description... that's all content Google can index! More content means more opportunities to show up in searches relevant to your business.

• Build trust & authority: Helpful blog posts and behind-the-scenes insights position you as an expert in your field. Potential clients are more likely to hire someone who knows their stuff!

• It keeps people engaged: Quality content makes people linger on your website longer. This signals to Google that your site is valuable, which can boost your rankings.

What happens if you neglect content?

• Missed opportunities: You're basically limiting your visibility in search results. People looking for a photographer like you might never find your site!

• Harder to stand out: Pretty pictures are great, but lots of photographers have those. Content helps show off your unique personality and expertise.

• Lower engagement: A content-less site makes it easy for visitors to click away quickly. That can hurt your SEO in the long run.

Content strategy might sound intimidating, but it doesn't have to be. Start small! Even a few well-written blog posts or detailed portfolio descriptions can make a difference.

Blog Content Ideas

It's all about providing value for your ideal client while subtly using the keywords and concepts they're already searching for. You're making it easier for Google to understand that your site is the perfect answer to questions like "How to find a wedding photographer in [city]?" or "Best lens for newborn photography". Here are some more ideas on high-quality blog post topics relevant to your niche:

• Gear reviews

• Location spotlights

• Shooting techniques

• Editing tips

Portfolio Ideas:

• Present your work with captivating images and descriptive captions.

• Categorize work thoughtfully to make browsing easy (weddings, portraits, etc.).

• Link your portfolio prominently from the homepage.

4. Claim your Google My Business listing:

Optimize for local SEO and appear on Google Maps.

What is Google My Business?

• It's a free listing that allows you to manage how your business appears on Google Search and Maps

• Think of it like a mini-profile for your business. You control what information people see (address, hours, photos, etc.)

• Includes features like reviews, which heavily influence how your business is perceived

Why is Google My Business so important for local photographers?

1. Get found in local searches: When people search for things like "family photographer near me" or "[city] wedding photographers," your optimized GMB listing increases the chances you'll show up.

2. Appear prominently on Google Maps: This is HUGE for attracting clients in your area. A well-maintained GMB listing can show up directly on maps searches with your star rating and contact info.

3. Build trust through reviews: GMB makes it easy for happy clients to leave reviews. Positive feedback is like social proof, making potential clients more likely to click and get in touch.

4. Increase website traffic & bookings: A robust GMB listing often includes a link to your website and a "call now" button, leading to direct contact and potential bookings.

How to optimize your GMB listing:

• Complete everything: Fill out every possible field, including hours, website, and service descriptions.

• Keywords, keywords, keywords: Weave in the location and photography specialties you want to be known for in your description.

• High-quality photos: Showcase your work! Update regularly with fresh images to keep things visually appealing.

• Encourage reviews: Ask happy clients to leave a few kind words on your GMB profile.

• Post updates: GMB has a "Posts" feature, like a mini-blog on your listing. Share promotions, behind-the-scenes peeks, etc.

Important Note: Even if you don't have a physical studio, you can still create a service-area GMB listing, expanding your reach beyond your immediate location

5. Create Your Own Directory listings:

Most SEO guides suggest submitting your photography website to relevant directories (general business ones, niche-specific, and regional). My SEO hack is to create your own. What this does is it positions your website as the go-to source in your local area or region. It also serves as a networking and business development tool.

6. Social media SEO

Drive traffic to your website, but don't neglect posting captivating images directly on the platforms.

See here for more Squarespace SEO Tips

• Monitor your progress: Use Google Analytics and Search Console to track your website traffic, search rankings, and identify areas for improvement.

• SEO is ongoing: It takes time. Be consistent with content creation and link-building efforts for best results.