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Since I started teaching the Headshot Sales & Marketing class I’ve been asked over and over about SEO (Search Engine Optimization). I’m a people person, and it’s in my nature to want to help people so it’s not uncommon for me to take a look at some of their basic data and analytics to see how they’re doing, and usually they’re not doing well. Most of the photographers I talk to are all in the same boat. They want to:

  • checkRank Higher in Search
  • checkBook More Clients
  • checkMake More Money

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That’s not too much to ask is it? At this point they reach the proverbial fork in the road. Option A: Hire a professional SEO company or Option B: Start researching SEO shortcuts. Every photographer I’ve talked to that’s hired an SEO company is getting fucked. What makes working with an SEO company so difficult is that most of them won’t tell you what they’re going to do because it’s their secret recipe. That’s bullshit. There is no secret ingredient or magic bullet, it takes work. If there’s a secret in their sauce, it’s time to turn around. How can you measure success if you don’t know what’s being done?

As for the SEO shortcut people, they end up missing the boat too. Most of them first find themselves in a state of paralysis by analysis. They’re overwhelmed by all of the recommendations on the internet so they end up doing nothing at all. Those that do manage to get out of their own way end up turning to places like Fiverr and doing more harm than good.

Photographer friends, the moral of the story is that you don’t need to hire an SEO company. And you certainly don’t need any of the SEO shortcuts being sold on Fiverr.  Ignore anyone telling you to start a blog. If you want to rank higher in search you just need to be the best solution to your potential customers problem. It’s about building a reputation for being the best in your field. These are all things we cover in Headshot Sales & Marketing. If you’re interested in learning more, I’d love to invite you to check out our free weekly website review series.


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