The Mistake That’s Tanking Your SEO Optimization (And How to Fix It)

If you’re a photographer, a branding expert, a commercial photographer, or just someone who got the genius idea to turn your side hustle into a full-time gig, then you already know this: your website matters. Like, a lot. It’s the place where your visual storytelling skills should slap people across the face with “WOW.” But let me guess, you’ve got a beautiful homepage, stunning gallery, maybe even a bio that says “light chaser” or “coffee-fueled creator,” and yet… crickets. Where’s the traffic? Why is no one clicking, calling, or converting? Welcome to the world of SEO optimization, where your fancy images mean nothing to Google unless you back them up with strategy. And if you’re like most small business owners or photographers, you’re probably making the same mistake that’s quietly suffocating your growth.

The #1 SEO Mistake Photographers Keep Making

Let’s cut right to it. The biggest SEO mistake photographers and small businesses make is treating their website like a portfolio, not a platform. You know what I’m talking about, image-heavy, text-light, minimal pages, and absolutely zero effort to communicate with search engines. You’re optimizing for aesthetics, not algorithms. Which is fine if your audience is exclusively made up of other photographers sipping espresso and admiring lens flare, but not great if you want clients to actually find you.

Google doesn’t care that your photo of that elopement in the Utah desert has perfect composition and emotional authenticity. Google cares if the file name is IMG_7438_final_final_EDITED2.jpg or something remotely useful like southern-utah-elopement-photographer-zion-ceremony.jpg. That’s what SEO optimization actually looks like. It’s not about tricking the algorithm, it’s about telling it, “Hey, this is what I do. Please send people my way.”

Why This Matters for Small Business SEO Strategy

Now, I get it. Writing blog posts and renaming images isn’t sexy. You’d rather be adjusting strobes or dodging sunspots than learning what H1 tags are. But here’s the hard truth: your small business SEO strategy is either working for you or working against you. There’s no in-between. And if you’re in a saturated market (which you are), SEO is the difference between being booked solid or wondering if everyone just hates you.

Photographers are especially guilty of skipping this step. Why? Because our industry is built on visuals. It’s easy to assume that a beautiful website will magically rank high. But here’s a fun fact: Google’s bots don’t have eyes. Your work only becomes visible when it’s described, categorized, and optimized. If you’re not embedding keywords like business photographer, photography website SEO, or commercial photographer into your content, then congratulations, you’re officially invisible.

Let’s Fix It (Without Making You Hate Your Life)

Okay, so how do we turn this around? First off, stop pretending SEO is some dark art that only bro-marketers and tech bros understand. It’s not. You just need a plan. Start by choosing a single target keyword for each page or blog post. And no, it’s not “photos” or “camera”, think more specific, like branding expert in Utah or Las Vegas commercial photographer.

Next, go back to your website and look at your titles, meta descriptions, and headers. Are they doing anything other than sounding artsy? Because if your homepage title is “Home | Jane Doe Photography” and your bio starts with “I’m just a girl with a camera,” we have problems. Your site title should literally say what you do: Utah Brand Photographer Specializing in Commercial and Editorial Shoots. I know it’s not poetic, but you’re not submitting to a literary journal. You’re trying to get found.

Photography Website SEO for the Win

Let’s get nerdy for a second and talk about photography website SEO specifically. Your images are huge assets, but only if you treat them like it. Rename every image before uploading. Use dashes instead of underscores. Describe the actual content of the photo, and include a relevant keyword. Alt text isn’t just for accessibility, it’s another chance to whisper in Google’s ear, “This is what I do. Rank me, please.”

Also, stop hiding your services in vague menus. If someone has to click three times to find out what you offer, they’re gone. Include your location, niche, and service in the main navigation. Make your about page do more than just talk about your love for golden hour. Add real keywords. Describe your experience as a business photographer or how you help clients craft visual branding that converts. Because again, Google needs that context. It’s not trying to be difficult, it just doesn’t know how to read your vibe.

Let Content Be King, Queen, and Court Jester

Blog posts are your not-so-secret weapon. You don’t have to publish every week, but you do have to say something. And no, “Look at this wedding I shot” doesn’t count unless you’re also writing about elopement photography in Zion National Park or why outdoor brand sessions in Southern Utah crush boring studio headshots. Each post should focus on one target keyword, just like this one. Notice how I keep saying SEO optimization? Yeah. That’s on purpose.

But here’s where I want you to lean in: You don’t have to write like a robot. Be funny. Be real. If you’re sarcastic, be sarcastic. If you’re obsessed with light and shadows, make that your metaphor. Just don’t leave it blank. A website with beautiful images and no copy is like a great movie with no dialogue. Cool to look at. Absolutely forgettable.

Branding Expert Tip: Tell People What You Actually Do

Let’s take a quick detour through ego-ville, because here’s another mistake: being too vague out of fear of sounding salesy. You’re not “just telling stories with light.” You’re a branding expert who helps small businesses build credibility with clean, elevated imagery. You’re a commercial photographer who captures visuals that get brands taken seriously. You’re not “a creative soul with a camera”, you’re a solution to someone’s business problem. Say it.

If that makes you feel gross, cool. Say it in your own way. But still say it. Because if your site doesn’t reflect your niche, your keywords, and your value, the only people landing on your homepage will be bots and your mom.

The Bottom Line: Strategy + Personality = Magic

SEO doesn’t mean you need to strip the soul out of your brand voice. It just means you need to be intentional. Every page should serve a purpose. Every image should have a name. Every blog post should have a target keyword and a reason to exist.

You don’t need to become a full-time content creator, but you do need to stop treating your website like a lookbook. SEO optimization isn’t a set-it-and-forget-it task, it’s part of your ongoing business health. And if you’re already investing in good photography, you might as well make it work for you.

Because let’s be honest, what’s the point of being a phenomenal photographer or branding expert if your dream clients can’t find you?

So do yourself a favor. Go rename those files. Write that blog post. Add those keywords. And for the love of conversions, stop writing your homepage like it’s a haiku.

Your business (and Google) will thank you.