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What to Write About on your Photography Blog

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If you read our last post on boosting your photography business through blogging then you’ll understand just how important it is to write lots of high quality, original content – the kind of stuff that people would want to share on Twitter, Facebook, Pinterest, and other social media sites because it’s just so great.

That’s all very well, but it doesn’t answer the critical question – what should you write about?

Think about what your clients might want to know

Let’s think about this logically. We want to increase leads to our business. To do that we need to grow traffic to our site. Not just any traffic though. The right kind of traffic – people who want to hire a photographer.

It’s well known in SEO circles that Google rewards websites that answer the ‘right’ questions for their users’ queries. The reward is a higher ‘organic’ search result ranking. The questions are ones that you would ask if you were looking to hire a photographer. Understand though, that not every question is created equal. Consider the following search/question.

new york wedding photographers”

It’s going to be really, really hard to get your website on the first page of Google when people search for this phrase. So, for a moment, put yourself in the shoes of a Google user who’s going to be getting married in New York next year. What else might they be searching for? If we get a little creative we might come up with something like:

  • Best location to have wedding photos taken in New York
  • Coolest venues to get married in New York
  • New York’s best wedding church
  • New York same-sex wedding photographer

Let’s consider the first one — Best location to have wedding photos taken in New York. If you wrote a well researched post about this subject, someone looking for this information could well end up on your blog. And if they’re looking for places to get married then they’re likely looking for a wedding photographer too. And guess what? They’re on your blog looking at photos you took of weddings in New York. Boom!

The same applies for any of these topics. The last one is a great example of optimizing for a niche — New York same-sex wedding photographer. If “New York wedding photographers” is too competitive a term to be worth investing time in, then “New York same-sex wedding photographer” is certainly a far easier term to rank highly for.

Listicles

Listicle is an portmanteau of the words list and article. Perhaps it’s best explained with a few examples:

  • 10 mind blowing wedding photographs!
  • 5 shocking truths about guys and sex – Cosmopolitan (where else?)
  • 11 Basketball Moves That Double As Life Advice – Buzzfeed (it is real)

When done right they can generate a lot of traffic — people can’t resist clicking on such a catchy headline. You’ve probably clicked on quite a few yourself!

Listicles are incredibly easy to consume and share and have an inherent viral nature. You’re not going to be able to control the traffic like you would with a highly targeted article, but getting the word out to lots of people can’t hurt, eh?

Questions from consultations

Almost all wedding and portrait photographers have a consultation with a prospective client before getting hired. They do this for a variety of reasons; getting to know a client, closing the deal and, critically, answering any questions that the client may have.

It’s almost certain that the questions prospective clients ask in a consultation are the same questions that are being asked of search engines an order of magnitude more. When considering what to write about, think about what questions crop up frequently during your consultations.

For example, people might want to know:

  • What can they do to prepare for the shoot?
  • How many photos do they get of the wedding shoot?
  • Can they order albums?
  • Can they get the raw images?
  • Will you send them some preview images? (Write a post about the shoot?)

These aren’t the most exciting topics to blog about so I’d advise against an extended series of articles. A few a year is a good target. You could also revise your posts. A year is a long time and your processes could well have changed as you develop your business. This ‘fresh’ content will keep you up there in the eyes of the search engines — ahead of the competition.

What not to do (if you’re running a business)

There’s lots of ways photographers can use blogs. Frequently it’s displaying their latest work or offering clients previews of their shoots. If you love what you do then why not show off, right? Doing this is definitely a good thing – you want prospective customer to see your work – but it shouldn’t be the only content on your blog – diversity is important too.

This post is written from the perspective of SEO (Search Engine Optimization). If you’re using your blog to create a photo blog of your travels for friends and family then that’s totally cool — you probably don’t need to worry about SEO. However, if you’re running a photography business, then a healthy dose of organic search traffic could well be make or break you.

Creating image heavy posts with little text isn’t the best approach when optimizing your content for SEO. Google can understand text, but images present a much greater challenge. Search engines have a harder time trying to determine what an image ”means.”

As a result, text-heavy blog posts are more likely to rank higher than pages with lots of images. Remember: the photos are important for someone to see your work, but they’re only important once someone’s on your site and looking. To get them there in the first place you need to have great content that search engines can use to direct traffic to your site.

Takeaways

If there’s only one thing you remember from this post, make it this:

Google rewards content that answers questions for their users.

If you write posts that answer those questions you’ll be rewarded with higher rankings, more traffic — and consequently, a significant boost for your business!

Happy blogging!


Tim Fletcher

Tim Fletcher

This post was written by Tim Fletcher, a co-founder, programmer and designer at FotoJournal. You can find him on Twitter and +Google.

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4 comments

Kyle
Kyle
Thanks Ryan, glad you found it useful!
John@Esignatures
Choosing a photographer based on quantity over quality is a huge mistake many couples make. When initially contacting a photographer you are interested in hiring , it is much more important to meet them in person, see their work and see how your personalities mesh, rather than just emailing and asking about pricing.
Money Aggarwal
At the risk of repeating what has already been shared, this was a great read. I’m definitely going to change my photo blog around. I think another piece of advice is “know your audience.” When I started my blog, I didn’t know if I was targeting potential clients, other photographers, or just supporters of my photography. Therefore I put “a little something for everyone.” I’m definitely going to incorporate KIIFM from here on out. (Actually, I’ll probably got back and add a little something to old posts to keep my blog KIIFM compliant!) Thanks for sharing!

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