Nate Torres

How to Optimize Your Photography Core Service Pages for SEO

Your core service pages as a photographer are your “money” pages.

These are the pages that will bring in revenue to your business.

Here are some examples:

  • “Portrait Photographer in Miami”
  • “Headshot Photographer in Tampa”
  • “Wedding Photographer in Austin”

Ranking high for these keywords in search engines will allow you to drive free, organic traffic to these pages, increasing the amount of client leads for your business.

Who doesn’t love more traffic and potential revenue?

Well in this guide, I’ll be covering 5 tips to optimize your core service pages on your photography website.

These are the same exact tips and steps I use when optimizing photography websites in my Photography Core Page SEO Service.

Now, I know a thing or two about Core Page Optimization for SEO.

In fact:

I’m an SEO consultant and a photographer and I rank #1 if not top 5 for many photography-related keywords due to optimizing core pages on my websites:

My Article Ranking #1 for what is portrait photography
My Article Ranking #1 for “what is portrait photography”
My Article Ranking #1 for what is a speedlight
My Article Ranking #1 for “what is a speedlight”
My Article Ranking #2 for business headshot tips
My Article Ranking #2 for “business headshot tips”

And there’s a lot more!

What are Photography Core Service Pages?

As a photographer, your core service pages are often the pages that follow the format of “[niche] photographer in [location].”

For example:

  • “Portrait Photographer in Miami”
  • “Headshot Photographer in Tampa”
  • “Wedding Photographer in Austin”

But let’s say you do retouching.

Then an example core service page would be:

  • “Headshot Retoucher in Dallas”

So you can apply that format to any niche or job.

Another example:

  • “Plumber in Seattle”

Why Should Photographer’s Optimize Their Core Service Pages?

As I mention in my Keywords for Photographers Guide, each of these phrases is a different keyword with their own search volume and difficulty.

For example:

Let’s say “portrait photographer in Miami” gets searched 100 times each month.

The #1 ranking on Google gets roughly 30% of all the clicks.

This means if you had a page on your website targeting the keyword “portrait photographer in Miami,” and you were ranking #1 when people searched that, you could be getting ~30 potential clients visiting your page every month, for free (organically).

Now imagine you had other core service pages ranking well too!

Cha-ching!

That’s the power of SEO.

5 Tips for Optimizing Your Photography Core Service Pages for SEO

Here are the 5 Core Service Page SEO tips and common errors I find on photography websites.

This is not an exhaustive list of everything encompassing Core Page SEO.

There are a lot more Core Page SEO optimizations and errors that you and I can find during my Photography Website Core Page Optimization.

For the first tip, I’ll be using my article “What is Portrait Photography?” which as of right now, ranks #1 on Google for “what is portrait photography”:

My Article Ranking #1 for what is portrait photography
My Article Ranking #1 for “what is portrait photography”

Two things to mention:

First, the tips I’ll be mentioning in this guide revolve around having an understanding of how keywords work.

So if you haven’t read my Keywords for Photographers Guide, be sure to read that first then come back to this guide!

Second, if you’ve read my guide on optimizing your Photography Blog for SEO, you’ll find lots of overlap with these tips.

This is because the strategy of optimizing your Core Pages and your Blog is essentially the same in terms of optimizing your page for its target keyword.

The only difference between the two will be the goal of the keyword.

For Core Service Pages, the goal will be to get people reading the page to book a photography session.

For the Blog, the goal will be to educate and add voice to your brand as a photographer, adding credibility to your brand, leading to more bookings.

Of course:

The strategy we tailor for your site during my Photography Core Page SEO Service and Photography Blog SEO Service is more refined than that, but that’s the gist of it.

1. Fix and Optimize URL Structure

The first tip to optimize your photography core service pages for SEO is to fix and optimize your URL structure.

This means your target keyword should be in the URL.

For example:

In my article, “what is portrait photography” was my target keyword, so that needs to be in the URL:

Including Keyword in URL
Including Keyword in URL

The URL itself was “https://photofocus.com/photography/what-is-portrait-photography-the-importance-of-portraits/”

As you can see, I made sure to include the target keyword in the URL.

This maximized its chances to rank for that keyword.

2. Fix and Optimize Heading Tags

The second tip to optimize your photography core services pages for SEO is to fix and optimize your heading tags.

The heading tags on the page are your H1 header, H2 header, H3 header, etc.

If you aren’t familiar with these, they are essentially HTML tags used to define the headings of a page.

They’re written like:

<h1>This is an H1 Header</h1>
<h2>This is an H2 Header</h2>
<h3>This is an H3 Header</h3>

This is how they would look:

Heading Tag Examples
Heading Tag Examples

The heading tags (Headings) are signposts that help structure your writing to make it easier for users to read while also letting search engine crawlers understand the structure of the page.

Remember this:

The most important part to remember is that you should only have one <h1> per page and it should have your target keyword in it.

For example:

If you are trying to rank for the keyword “new york headshot photographer,” then that should be the H1 Header of your page:

H1 Header Example
H1 Header Example

As you can see from this example, Dorothy Shi has that as her H1 header, and she’s ranking #1 on Google for that keyword:

H1 Header Ranking Example
H1 Header Ranking Example

While that isn’t the only reason her web page is ranking #1 for that keyword, the fact that she has her target keyword in her H1 definitely helps!

You might be wondering:

What would you put in the other headers such as the H2 or H3?

You would put secondary keywords into those headers.

Secondary keywords would be keywords we identify together that align with your primary keyword.

For example:

If you target keyword is “new york headshot photographer,” then secondary keywords could be:

  • “new york headshot photographer for fashion”
  • “headshot photographer in new york”
  • “ny headshot photographer”
  • “new york headshot photographer for actors”

And as you can see, Dorothy Shi also does a great job of including the secondary keywords to her primary keyword in her H2 and H3 headers:

Secondary Keywords in Other Headers
Secondary Keywords in Other Headers

Identifying which secondary keywords to include and where to fit them in naturally is different for each photographer.

In my Photography Core Page SEO Service, we would identify the best keywords for you and tailor the keyword strategy to your specific business goals.

Not sure if you need these optimizations?

→ Get a Free Photography SEO Audit!

3. Fix and Optimize Duplicate, Missing, and Truncated Title Tags

The third tip to optimize your photography core services pages for SEO is to fix and optimize duplicate, missing, and truncated title tags.

The title tag, also known as the meta title, is an HTML element that specifies the title of a web page.

It can be written in HTML with the title tag attribute like this:

<title>Title of Page</title>

The title tag is also the title displayed in the search engine results page (SERP)

You know. The clickable part:

Title Tag in SERP
Title Tag in SERP

When it comes to the title tags, you’ll want to make sure:

  • You have your target keyword in it
  • You don’t have duplicate title tags across your photography website
  • Your title tag is not too long which will cause truncation

Truncation is an issue with title tags because if it’s too long, then it will show the ellipsis (…) on the search results page, leading to a lower click-through rate.

What this means:

Less traffic, less revenue, less everything.

This is what it looks like when your title tag/meta title is too long:

Truncated vs Non-Truncated
Truncated vs Non-Truncated

How do you edit the meta title:

If your website is custom coded, then you can edit the HTML directly.

But I’m guessing most photographers don’t have a custom coded site and they’re using a CMS (Content Management System) like WordPress or Squarespace.

In this case:

On Squarespace they have settings that allow you to edit the meta title for each page.

On WordPress, you’ll need an SEO plugin (they’re free) that will allow you to edit certain HTML elements for your page.

The plugin I use is called RankMath.

During my Photography Core Page SEO Service, I’ll scan and check all the meta titles across your website and then optimize them for you!

Want to see if your photography site is healthy?

→ Get a Free Photography SEO Audit!

4. Fix and Optimize Duplicate, Missing, and Truncated Meta Descriptions

The fourth tip to optimize your photography core services pages for SEO is to fix and optimize duplicate or missing meta descriptions.

The meta description is another HTML element that summarizes the page.

The purpose of the meta description is to provide the main idea of the content that exists within the page

It’s written like this in the HTML:

<meta name="description" content="This is the meta description.">

Within the search engine results page, it is displayed underneath the meta title of the page:

Meta Descriptions
Meta Descriptions

Similar to the title tags, for the meta descriptions, you’ll want to make sure:

  • You have your target keyword in it
  • You don’t have duplicate meta descriptions across your photography website
  • Your meta description is not too long which will cause truncation

You can edit the meta descriptions in the setting where you can edit the meta titles.

During my Photography Core Page SEO Service, I’ll scan and check all the meta descriptions across your website and then optimize them for you!

5. Fix and Optimize In-Content Keywords

The final tip to optimize your photography core services pages for SEO is to fix and optimize your in-content keywords.

Throughout this guide, I’ve mentioned how you need to have your target keyword within:

  • URL
  • H1 Header
  • Meta Title
  • Meta Description

Lastly, we need to ensure your target keyword exists within the content of your page.

Now here’s the thing:

You may be thinking, “well if putting my keyword in my content will improve my SEO, let me just put it in my content numerous times!”

This has already been thought of.

It’s called keyword stuffing.

Back in the day, this used to be a tactic by SEOs, but search engines became wise.

In order to combat this, they came out with new updates and algorithm changes that will detect if you are spamming your keyword in your content.

In fact:

If you try to do this now, it will actually harm you and you can get penalized by Google and other search engines, leading to less traffic.

Based on my experience, I’ve found the best keyword density to be about 2%.

For example:

For a 1,000 page, list the keyword about 20 times.

But here’s the deal:

You’ll want to make sure you vary the keywords as much as possible while making the page still sound conversational.

Once you do that, your photography core service pages are all optimized! Congrats!

Now:

If all of that sounded like too much work, then feel free to reach out to me and my Photography Core Page SEO Service!

I can help you optimize your core “money” pages to receive as much traffic as possible so you can make more revenue!

If you aren’t sure whether you even need these optimizations, then be sure to get Free Photography SEO Audit first!

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