Why Website Analytics and SEO Matter for Your Photography Business
When it comes to running a successful photography business, we often think about honing our craft, booking more clients, and sharing our passion for creating beautiful images. But there’s an essential behind-the-scenes effort that can make or break our visibility in a crowded market: website analytics and search engine optimisation (SEO). As a mentor to photographers, I’ve seen firsthand how crucial it is to monitor and improve your online presence to grow your business.
One of the most valuable practices I’ve adopted since beginning my career in 2012 is tracking my keywords weekly. To illustrate, I’ve included a snapshot of my results from this week. Seeing these rankings not only motivates me but also highlights areas that need more attention in my marketing efforts.
For example, some of my search terms rank high in specific locations—like “maternity photographer Totnes” at number 1—while others fall short. “Newborn photographer Exeter,” for instance, isn’t even in the top 100! Knowing where I stand gives me clarity on what needs work and where to invest my time.
To track my keyword rankings, I use a brilliant tool called Small SEO Tools Keyword Position. It’s user-friendly and gives me an instant snapshot of how my website is performing for specific search terms.
Why Analytics and SEO Tracking Are Game Changers
So, why should photographers care about this? The truth is, understanding your website’s performance and making small changes to improve your SEO can dramatically impact your visibility, bringing more potential clients to your site. Here’s how tracking helps:
Spot Strengths and Weaknesses: Weekly analytics tell me which keywords perform well and which don’t. If “family photography Devon” is slipping, I know I need to focus on boosting content or backlinks for that term.
Tailor Your Content: When I notice that a specific keyword, like “newborn photography Devon,” is doing well, I can create more targeted blog posts, gallery showcases, or landing pages to leverage that success.
Track Your Progress: There’s something empowering about watching your efforts pay off. Seeing a keyword climb from page three to page one is immensely satisfying and provides a clear return on the time you’ve invested in your marketing.
Too Many Rely on Social Media Alone
One common mistake I see far too often is photographers relying heavily on social media platforms to promote their businesses. While platforms like Instagram and Facebook are powerful tools, they should not be your only source of visibility. Social media algorithms are unpredictable and can change at any moment, often reducing the reach of your content without warning.
Investing in your website’s SEO, on the other hand, gives you more control. People actively searching for your services are more likely to find you through Google if you’ve optimised your site properly. Your website is a long-term asset that consistently brings in traffic, while social media is more like a fleeting post—it’s here today, gone tomorrow.
Tips to Get Started with Your SEO Journey
If you’re new to all this, don’t feel overwhelmed. Start simple! Here’s what you can do:
Choose Your Keywords Wisely: Think about the phrases potential clients might use to find your services. Be specific to your location and specialty, like “family photographer Exeter” or “maternity photography Totnes.”
Use Tools to Track Your Keywords: Free tools like Google Analytics and Google Search Console can be lifesavers. I also highly recommend Small SEO Tools Keyword Position for checking how your keywords are ranking.
Analyse, Adjust, and Repeat: SEO isn’t a one-off task. It’s a continuous process of analysing your data, making improvements, and testing new strategies.
The Impact on Your Business
I’ve personally experienced how improved SEO can lead to more enquiries and bookings. When my rankings for high-impact terms started climbing, my website traffic increased, and with it, the number of enquiries I received. It’s the digital equivalent of placing your business card in front of thousands of people actively searching for your services.
So, my advice to fellow photographers: don’t overlook the power of analytics and SEO. It may seem dry compared to the creative aspects of our work, but the results are worth it. It’s like editing an image to perfection—small tweaks can bring out the best and create something truly impactful.
