In Photography SEO, keywords are vitally important. When you’re developing a search engine optimisation strategy for your professional photography business, you will need to consider how you will be using keywords to optimise your website. So for today’s blog post we are going to look at how to develop a keyword strategy for your photography website.
Getting your keyword strategy right can be tricky, and it can be even trickier keeping it within the rules of Google. So here are some tips on how to develop a keyword strategy for your photography SEO implementation.
What are keywords?
A pretty fundamental question, but if you are new to this, it can be a little confusing, as the term “keyword” implies a single word, and “keywords” implies a list of single keywords e.g. “photography,wedding,new york” – However in Google parlance “keywords” are actually “phrases” e.g. “wedding photography new york”.
What keywords should you use?
Obviously, the first step is to decide on your list of keywords – but is that really as simple as it sounds? This step is crucial, so take your time over it and make sure you get it right. The specific keywords you choose for your photography business will depend on your market, intended audience, and branding, so take all three of these into account when making your list. You should also consider whether your audience will search for you using any local or regional terms.
Your choice of keyword should also maximise the amount of traffic you will receive from those target customers.
For example I may decide to use a keyword such as “wedding photographers in boston”, which if I was a Boston wedding photographer would seem like a good keyword to target. However how do I know how much traffic that search term might bring me? Loads surely? Well this is the single biggest mistake photographers make when choosing keywords – they fail to do their research. That particular search term pulls in about 50 searches a month. By doing a little keyword research I would quickly discover that “boston wedding photographer” pulls in 20 times that amount of traffic. So would you rather have 50 people potentially finding your site or 1000? I know which one I would choose.
How do I do keyword research?
There are a few choices out there, but the most accessible option is to use Google’s Keyword Planner tool – this is aimed at its Adwords clients, but don’t worry it’s free, simply create an Adwords account and start using it.
UPDATE: Since this article was written, Google have tightened up on things and when you create your adwords account for the first time, it will give you the impression that you will have to fund a small advert before getting full access to the keyword planner. There are ways around this though which are detailed in this thread
As I am felling in a good mood I am making available one of my training videos covering the use of the keyword planner tool.
Video – How to use Google Keyword Planner for Keyword Research
Another Keyword Research Tool to consider – Market Samurai
For me a much better option, providing a greater level of research is to use Market Samurai. This is a premium SEO research tool that I have been using for a couple of years now – there is a little bit of a learning curve with it, but as a keyword research tool, it is hard to beat. If you would like to know how to do keyword research with Market Samurai, click here to access my Market Samurai training video. You can also download a free trial of Market Samurai here.
How many keywords should I target?
Personally I focus on 5-6 main keywords that I want to rank for – however I will pick out my most important keyword and that will decide how I structure my home page to optimise my site for that keyword.
So for example, my site title will include that keyword. My site description will include that keyword. When I link internally to my home page I will often use that keyword as a link to my home page. Within the text of my home page that keyword will now be a heading and I’ll mention that keyword 2 or 3 times more on the page.
If I have a particular blog post or page on my site that I want to target for a specific keyword, I will follow those same rules, but I will also make sure the url of the page includes that keyword.
This sounds complicated – are there tools out there to help me?
Yes it can be a little complicated, but fortunately there are many tools out there to help get your keywords properly placed on your page. The first one to install if you haven’t already done so is WordPress SEO by Yoast – this is the “Daddy” of all SEO plugins and using it’s “traffic light” system you can quickly establish if your page is properly optimised for your keywords. You can find a tutorial on how to setup the Yoast plugin here.
Easy WP SEO – the new SEO kid on the block
My next weapon of choice is a new premium WordPress plugin that I started using recently and it absolutely rocks – Easy WP SEO – this works alongside tools like Yoast and focuses on exactly how you place those keywords and analyses ranking factors that your competition for those keywords and ensures that your page is optimised at its best. I highly recommend this plugin and will be publishing a full review of it soon, but if you can’t wait till then you can get the plugin here.
So there you have it – how to develop a keyword strategy for your photography website – fundamentally it’s all in the research!
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