If you’re a photographer, there’s a pretty good chance that most of your clients are local.
You might specialize in weddings, portraits, or commercial shoots. No matter your niche, people searching for your services are often looking for someone nearby.
And where do they look?
Google Search and Google Maps.
So, if your business isn’t optimized for local SEO, you’re missing out on potential bookings.
Local SEO helps your website rank higher in location-based searches, making it easier for clients to find and contact you. When done right, it ensures that when someone searches for a “wedding photographer in [your city]”, your name appears at the top of the search results – before your competitors.
The key to strong local SEO is a combination of an optimized website, a well-maintained Google Business profile, and strategic content marketing. In this guide, we’ll cover:
- Website optimization strategies for local searches
- How to set up and maintain your Google Business profile
- Getting listed in local directories
- Encouraging client reviews
- Using blog posts to rank for local searches and showcase your expertise
- Optimizing social media profiles and content to attract local clients
By the end, you’ll have a clear strategy to increase your local reach, attract more clients, and book more shoots.
Optimize your website for local SEO
Think of your website as your digital storefront. It’s the first place potential clients go to decide if you’re the right photographer for them.
Imagine a newly engaged couple searching for a wedding photographer in their city. They might type: best wedding photographer in Seattle into Google.
If your website isn’t optimized for local SEO, your competitors will show up first and potential clients will book them before they even know you exist.
A well-optimized website helps Google understand where you’re located and which areas you serve. This makes it easier for your business to appear in search results when people look for photographers nearby.
Here’s what you can do to improve your website’s local SEO:
Use location-specific keywords
Incorporate terms like wedding photographer in Seattle or portrait photography in Los Angeles throughout your site. You should not overdo and stuff keywords everywhere, but add these terms naturally to headings, service pages, and image alt text where they make sense.
Optimize titles, meta descriptions, and URLs
Ensure the city (or region) you offer your services in appears in your page titles, meta descriptions, and URLs e.g. yourwebsite.com/los-angeles-wedding-photographer.
Create location-based landing pages
If you serve multiple cities or regions, build dedicated pages for each location. These can feature past photoshoots, venue details, and testimonials from clients in that area.
A wedding photographer I spoke to used this strategy brilliantly. He created pages for dozens of locations in his working area, linking some to weddings he had already shot there. Others were “placeholder” pages that featured key information about the venue, a few relevant photos, and a call to action for couples planning a wedding in that area.
This approach helps in three ways:
- SEO. Google sees these pages as relevant for local searches, increasing your chances of ranking.
- Conversion. Potential clients searching for a photographer in that location will find a page tailored to their needs, making them more likely to book.
- Pre-conversion opportunity. These location-specific pages could also catch couples’ or wedding planners’ attention early on, before they even start searching for a photographer. Venues are often one of the first things couples book, so being visible in those searches puts you ahead of the game.
Here are some other ways you could make the most of location-based landing pages:
- A portrait photographer could create location pages for popular shoot spots (e.g. Golden Hour Portraits at Griffith Park with sample images and session details).
- A commercial photographer might build pages for different industries they serve in specific areas, such as Food Photography for Restaurants in Chicago.
The key is to make each page valuable. Showcase real work or provide useful information that builds trust with potential clients.
Use structured data and schema markup
Structured data is a way of organizing information on your website in a format that search engines can easily read and understand.
Schema markup is a type of structured data that helps search engines display key details like your business name, address, phone number, and reviews directly in search results.
So, by implementing local business schema, you make it easier for search engines to show key details of your business like your name, address, phone number, and reviews in search results.
Claim your Google Business profile
If you want to show up in Google’s local results and on Google Maps, claiming your Google Business profile is a must. It’s one of the easiest – and most effective – ways to improve your visibility and build trust with potential clients.
When someone searches for a photographer near me, Google often shows a map with a few local business listings right at the top. To earn one of those spots, you need an active, accurate, and optimized Google Business profile.
Start by claiming or creating your Google Business profile by heading over to google.com/business. Once claimed, make sure all your information is accurate and complete. This includes your NAP (Name, Address, Phone Number), business hours, and website URL.
Also, make sure to choose the correct categories. This helps Google understand what kind of photography you offer (e.g. wedding photographer, portrait photographer, food photographer).
Upload high-quality photos of your work and your studio. Clients want to see what they can expect from you, and visuals build trust fast.
And most importantly, keep it updated. Outdated information, like the wrong phone number or hours, can cost you clients. A well-maintained Google Business profile not only improves your SEO but it also gives potential clients confidence in your professionalism.
Get listed in local directories
Think of local directories as digital word-of-mouth. When your photography business appears across trusted platforms – like Yelp, local business directories, or photography networks – it boosts your visibility and credibility.
These listings not only drive direct traffic from people browsing those platforms looking for a photographer but also send strong signals to Google that your business is legit, established, and locally relevant.
- Get listed on major platforms like Yelp, Bing Places, and Apple Maps.
- Look for local directories in your area, such as chambers of commerce, city-specific business listings, or community websites.
- Explore photography-specific directories or local creative groups that feature professionals in your field.
When creating these listings, make sure your NAP (Name, Address, Phone Number) is consistent everywhere.
Google uses this information to confirm that your business is real and located where you say it is. Even small discrepancies like “St.” vs. “Street” can affect how trustworthy your business appears to search engines.
Getting listed in multiple directories may feel repetitive, but it builds a strong foundation for local SEO. Plus, it gives potential clients more ways to discover and contact you. This is especially true for people who tend to trust local platforms more than search engines.
Ask for reviews
Online reviews are one of the most powerful forms of social proof, and they play a big role in local SEO.
When potential clients see positive feedback from others in their area, it builds trust and makes them more likely to book you. Google also considers reviews when ranking local businesses, so more (and better) reviews can directly improve your visibility.
Make it a habit to send a review request email after delivering photos. This is when clients are happiest and most likely to respond. If you’re using picu, you can automate this process to make collecting reviews easier and more consistent.
Once you get reviews, don’t ignore them. Respond to each review, whether it’s glowing or critical. Thoughtful replies show that you care and help build your reputation as a professional who values client relationships.
Publish blog posts and case studies
Publishing blog posts and case studies is a smart way to boost your local SEO while showing off your expertise.
Every new blog post you publish gives Google more content to index. You can focus on local topics to rank higher for searches in your area. Plus, showcasing real client work builds trust and gives potential clients a feel for your style and experience.
Start by writing blog posts about local venues, recent shoots, and photography tips tailored to your area. For example, a post titled Best Outdoor Wedding Venues in The Hamptons targets both a local keyword and a topic your clients care about.
You can also share case studies from past shoots. Walk readers through the project, location, and results. Not only does this help with SEO, but it also adds powerful social proof that can turn curious visitors into booked clients.
Get on social media
Social media is an effective way to strengthen your local presence and connect with potential clients.
When people search for photographers, they often check Instagram, Facebook, or TikTok to see real-world work before reaching out. A strong, locally-optimized profile can help you show up in those searches and make a memorable first impression.
- Optimize your social media profiles by including your city or region in your bio and contact information. Use geotags and local hashtags when posting photos or reels to boost your chances of appearing in local searches.
- Share behind-the-scenes (BTS) reels from local shoots to create engaging, authentic content that highlights your work and your personality.
- Join local Facebook Groups where people look for recommendations for photography services.
Conclusion
Building a strong local SEO presence takes time, but the payoff is worth it.
By optimizing your website, claiming your Google Business profile, getting listed in local directories, asking for reviews, publishing local content, and showing up on social media, you’ll make it easier for clients in your area to find and trust you.
Each small step adds up to a powerful online presence that keeps your photography business competitive and growing. If you want even more ideas on improving your visibility, check out our guide to Online Marketing for Photographers in 2025.
Have any questions? Email us anytime – we’d love to hear from you!