Local SEO For WordPress: How To Optimize Your Website (And Citations) To Rank Higher In Google Maps & Local Search Results

Ready to rank higher in Google Maps and local search results?

We’ll follow Google’s local search ranking factors which Moz reports every 2 years. I broke these down into factors on and off your WordPress site. Citations (online directories like Yelp, Superpages, and Axciom) are about 11% of local SEO, so it wouldn’t be fair to leave these out.

This guide assumes you’re using the Yoast SEO Plugin. If you don’t have Yoast, I suggest installing it then configuring my recommended Yoast settings. It also assumes you have a physical address in your targeted city which is not mandatory, but is the #1 factor in Maps.

 

1. Local Search Ranking Factors

Here are Google’s 2018 local ranking factors. The main factors are Google My Business, citations (directories), reviews, geo-targeted pages, mobile optimization, and of course – links.

2018 Local Search Ranking Factors

Top 50 factors for local pack and localized organic…

Top 50 Local SEO Factors

Google your primary local keywords and see which results you want to target…

Local-Search-Results

 

2. Localized Keywords

Google Autocomplete
I have a separate tutorial on choosing Yoast focus keywords + green light optimization but I’ll go over this briefly. Go to google.com and use the underscore character _ anywhere in the phrase to have Google fill-in-the-blank and learn keywords people are searching in your city…

Google-Autocomplete-Fill-In-The-Blank-1

To find even more keywords, try using different variations of the keyword, like plurals

Google-Autocomplete-Plural-Keywords

Use different word ordering to get even more ideas…

Word Ordering Keywords

Target Specific Services – if “Chicago Wedding Photographer” is your primary keyword, try also targeting Indian and Gay Wedding Photographer. Same thing with web design… you can target both Chicago Web Design and Chicago WordPress Design which both show up in Autocomplete. For dentists, you may have Chicago Dentist, Chicago Dental Implants, Chicago Emergency Dentist, etc. Relying on 1 single keyword for ALL your traffic is never a good idea. You need to research Google Autocomplete for all your services, then create a page for each.

Moz Keyword Explorer
Next, use Moz Keyword Explorer to make sure you’re not missing keywords. This is similar to Google Keyword Planner only it’s completely free (you don’t have to sign up for AdWords), plus you can group related keywords so you’re not browsing through the exact same ones.

Moz Keyword Explorer

Once it runs, click keyword suggestions –> see all suggestions. You should see a nice list of keywords and the volume (monthly searches). Note phrases you DIDN’T find in Autocomplete.

Moz Keyword Suggestions

Estimating Local Keyword Competition
More Autocomplete results + broad phrases = more competitive…
Broad-Local-Keyword-Competition

Less Autocomplete results + specific phrases = less competitive…
Specific-Local-Keyword-Competition

You can also use the MozBar Chrome Extension to Google any keyword and learn it’s competition. The higher the PA (page authority) and DA (domain authority), the higher the competition and the more effort needed to rank for it. Try to stay within your own DA range.

Mozbar Keyword Competition

 

3. Blog Post Keywords

Blog posts usually attract the most links to your site (a huge ranking factor) since people naturally link to USEFUL content (not promotional service pages) which benefit the rankings of your entire WordPress site. Just like we researched keywords for pages, find as many informational, non-promotional blog keywords as you can, then write a post for each topic.

Local SEO Keywords
Local SEO Keywords

 

4. Geo-Targeted Pages

Create a page for each keyword – target your primary keyword on your homepage, then create a separate page for Chicago Indian Wedding Photographer and other specific services. Average Cost Of Wedding Photographer In Chicago would be a good article on your blog.

Optimize content with Yoast – you can get green lights all you want, but designing a nice (ideally lengthy) page with awesome photos, testimonials, video and other useful content – is the heart of content optimization. Yoast only detects exact keyword matches so if you use “Wedding Photographer in Chicago” instead of “Chicago Wedding Photographer” in your content… that counts as a keyword. So even if that specific light isn’t green (eg. keyword density), you can ignore it as long as a variation is present. Synonyms are actually encouraged.

Yoast Content Analysis

Presence of NAP – each location page should have your business name, address, and phone somewhere on the page. If you only have 1 location you can add this in a footer widget or your copyright area at the very bottom of your website (like I do) so it’s present on every page. For multiple locations you’ll usually want to add it somewhere in the actual content body.

Short Permalinks  – use short permalinks with your keyword in it.

Keyword Density – include your keyword in the first couple sentences and a few times in your content body (naturally). Sprinkle LSI keywords (synonyms) in your content instead of using the same keyword over and over. These can be secondary keywords you want to rank for.

Alt Text – label your images before uploading them to WordPress since the visual editor automatically uses the image file name as the alt text. This should simply describe the image – don’t stuff keywords. Images in widgets and page builders may not do this so check the HTML:

<img src=”/wp-content/uploads/2016/10/chicago-wedding-photographer.jpg” alt=”Chicago Wedding Photographer” width=”680” height=”380” />

Internal / External Links – Google follows links on your page to learn what your content is about. The important thing is linking to useful content your visitors will actually find helpful (like a blog tutorial). Interlinking blog articles/pages is also a natural way to build links to your own website but outbound links are good too since it’s kind of like citing sources to Google. Finally, always use descriptive link text (called anchor text)… never use words like “click here.”

SEO Title – use a modifier to spice up your headline so more people click on your link in search results… “Award Winning Chicago Wedding Photographer – Tom Dupuis” is a good example. Also make sure your SEO title has a decent length (the bars in Yoast should be green).

Meta Description – the main purpose of the meta description to entice people to click on your link. This and the SEO title are the first thing people see in search results so spend time writing these. It should include your Yoast focus keyword, plus a secondary keyword if you have one.

Post Long Content – Google measures “average time on page” which is why videos and other engaging content is key. Long, organized content generally ranks higher than short content.

Social Media Optimization – this ensures your page will display a properly formatted image when shared on Facebook and Twitter. Click the “share” link in Yoast and upload custom images where it tells you to. If you don’t see the tabs, check your Yoast social settings to enable Facebook and Twitter meta data. Yes, this means you need to design 2 separate images for Facebook (1200 x 630px) and Twitter (1024 x 512px). I leave the other fields blank which let you write a custom headline and description when it’s shared on Facebook/Twitter.

yoast-social-media-optimization

Rich Snippets – make your snippets stand out in search results by adding rich snippets to your content. You can do this with events, reviews, recipes, articles, products, organizations, restaurants, and videos. I use the premium WP Rich Snippets plugin which supports all rich snippet types except for events (use All In One Schema.org) and videos (use Schema plugin. However if you’re doing any other type of rich snippets, WP Rich Snippets looks way better and has more options, plus they have awesome add-ons. Here’s my WP Rich Snippets review which is definitely worth the money if you have content on your site that can be marked up.

Rich Snippets

Example Geo-Targeted Landing Page…

Localized Landing Page

 

5. Google My Business

Optimizing Your Google My Business Page

*Google is increasingly taking into consideration activate business owners who: post on Google Posts, respond to reviews, keep special hours updated, answer questions, make it convenient for customers to take direct actions on GMB using business URLs.

Google My Business Logo

 

6. Moz Local

Since citations are 11% of local SEO, this step will help you create and fix your top 15 citations. Just like you did with Google My Business you will make sure profiles are 100% complete, duplicates are deleted, and ensure consistent information is present. Run your website + zip code through Moz Local and look under “choose the most accurate listing.” Go through each one and see their recommendations. Yes, you will need each profile’s login info.

Moz Local Profiles

Correct Incomplete, Inconsistent, Duplicate Citations
Once you click your listing you will see incomplete, inconsistent, and duplicate tabs. Go through each one and fix all items. Incomplete profiles are often fixed by uploading more photos or adding categories. Inconsistencies can be as easy as correcting the www website version or using “st” instead of “street” in the address. Duplicates are fixed by deleting them. Moz Local includes links to your profiles which makes it easy to fix, delete, and report profiles.

Sometimes you will only have 1-2 categories (eg. photographer + wedding photographer) so it’s not always possible to get your profiles 100% complete. Just do everything you can.

Moz Loca

 

7. Whitespark

To conquer those #2, #5, and #14 ranking factors in Google Maps (citation consistency, quantity, and quality), we need to build even more citations. The more competitive your keywords are (eg. Chicago Wedding Photographer) the more citations you should build.

local-seo-citation-ranking-factors
citations-by-city

Whitespark has lists of top citations by city, country, and category, or use their citation building service for $4-5 per citation which saves a LOT of time. Google ‘Whitespark Canada‘ and you’ll see they have over 120 reviews with a 4.9 star rating. I’ve invested over $2,000 in their citation building service and have jumped from #8 to #3 in Google Maps. Read my Whitespark citation building review to learn the process, but you basically fill out an intake then wait 2-3 weeks for them to send a report of the new citation URLs and 1 universal login.

Free citations can cause spam emails and sometimes spammy phone calls. They improve rankings, but it’s a tradeoff. Here’s a response I got from Darren Shaw, owner of Whitespark:

 

8. Mobile Responsiveness

The best way to check for mobile errors is to setup Google Search Console and use the mobile usability section. This checks for ALL errors on your WordPress site (instead of just 1 page) which is only what Google’s mobile testing tool does. Even if you’re using a responsive WordPress theme you can still have mobile errors! So it’s definitely a good idea to check.

google-mobile-usability-errors

 

9. Mobile Speed Optimization

Most businesses doing local SEO have a good amount of mobile visitors (you can check in Google Analytics under Audience –> Mobile –> Overview). If you haven’t read my W3 Total Cache tutorial which shows you how to configure the performance tabs, Cloudflare, and MaxCDN, I would start with that. Then you can optimize images and make other optimizations from my WordPress speed guide. This helps you fix items in your GTmetrix report (the speed testing tool I recommend using) and improves page load times for both desktop and mobile.

To make your WordPress site load faster specifically on mobile, you can use AMP pages (accelerated mobile pages) using the AMP plugin and Glue for Yoast SEO & AMP. You can read Yoast’s AMP tutorial but this will basically add an “AMP” sign to your mobile search results…

amp-pages

Hosting
I use SiteGround and have 200ms response times with 100% GTmetrix scores and .4s Pingdom load times. Do a hosting check, run your own tests, or click through my pages to see how fast they load. They were rated the #1 host in 26 Facebook polls and are worlds better than EIG (Bluehost, HostGator), Godaddy, and bad hosts who pack too many people on the same server. They’re recommended by WordPress, do free migrations, and I use their semi-dedicated plan.

Switching To SiteGround

SiteGround Load Time Migration

Bluehost to SiteGround GTmetrix

HostGator To SiteGround

SiteGround GTmetrix

SiteGround Google PageSpeed Insights

100 Perfect Score On SiteGround

SiteGround Genesis

Speed Delivered By SiteGround

SiteGround GTmetrix Report

Reduced Load Times With SiteGround

New SiteGround Response Times

HostGator To SiteGround Migration

SiteGround Response Times On Joomla

Switched To SiteGround Hosting

SiteGround Rocket Imagify Combo

Joomla GTmetrix On SiteGround

SiteGround PageSpeed Insights

SiteGround On Joomla

SiteGround Reduced Load Times

SiteGround Speedy Hosting

New Pingdom Results On SiteGround

New SiteGround Response Time

SiteGround Response Time Improvement

2019 Hosting Poll

2017-WordPress-Hosting-FB-Poll

Elementor Hosting Recommendations

July 2019 Hosting Recommendation

WordPress-Host-Poll-Aug-2018

Shared-Hosting-Poll-2017

2019-Hosting-Poll

Go-To-Hosting-Company

WordPress-Hosting-Poll-2017

Managed-Hosting-Poll

WooCommerce-Hosting-FB-Poll

2016-Web-Hosting-Poll

Best-WordPress-Hosting-Provider-Poll

Best-Web-Hosting-2019-Poll

WP Friendly Hosting Poll

2016-WordPress-Hosting-FB-Poll

Favorite Hosting For Elementor

2018 Hosting Recommendations

WordPress Hosting Poll Sept 2018.png

Managed-WordPress-Hosting-Poll-2017

2019-Hosts-Poll-1

Hosting-Poll-For-Speed

WordPress-Hosting-Poll-June-1

SiteGround-Recommendation

2014-Managed-WordPress-Hosting-FB-Poll

Best-Web-Hosting-Provider-Poll

Hosting-Poll-Feb-2019

Hosting-Recommendations-Poll

Bluehost vs SiteGround

WordPress Web Host Poll

 

10. Reviews

You’ve heard this before so I’m not going to state the obvious. But you should know that Google My Business is usually the best place to get reviews since these appear directly in search results, and you need about 5 of them for the review stars to start showing up…

Google Reviews For SEO

Avoiding The Yelp Review Filter – Yelp reviews can get filtered even if they’re legitimate. You can avoid this by doing a Google search of “business name Yelp” and sending them that link. If you send them the direct link to your Yelp profile, Yelp will know and could filter it. Ideally you would ask existing Yelpers since they are more likely to get their review posted (another factor is if their profile is filled out and Facebook is connected). You should friend your reviewers too.

 

You know links are super important for your rankings, and it doesn’t have to be a pain in the ass. But yes, you WILL need to reach out to people to get these links. Here are some tips…

  • Ask partners to link to you
  • Ask sponsors to link to you
  • Ask suppliers to link to you
  • Get published by local newspapers
  • Get included in list articles (eg. best pizza in Chicago)
  • Make sure these articles include a link to your site
  • Find business directories and organizations who promote green businesses
  • Turn your business relationships into links, that’s what it’s all about

 

12. Targeting Multiple Locations

Create Multiple Location Pages On Your Site – sometimes you should create 1 page per city (if only 1 keyword is being search in that city), or multiple pages per city (if multiple keywords are being searched). It depends on how many keywords people search and whether you need content about different services (miami dentist vs. miami dental implants is a separate page).

Add Location-Specific Content To These Pages – your Chicago page might have photos of your Chicago office. Or testimonials from your Chicago customers. Or a Google Map showcasing your Chicago location. Avoid creating ‘search and replace’ pages (identical pages only you simply change the city name) since these are duplicate content and will not rank.

If you want to check out a great example of localized landing pages, check out Seda Dental.

local-landing-pages-multiple-locations

Create Citations For Each Location – each location should have it’s own Google My Business page, Yelp, Facebook, and other citation profiles you can use Moz Local and Whitespark to create (see steps 4, 5, and 6). Whitespark’s citation building service will save you a LOT of time. If you do this yourself, list the specific location page (website.com/locations/chicago) when listing your website. Photos and business information should be unique to that location.

 

13. Measure Keyword Rankings

Google Search Console’s Search Analytics – see keywords (queries) you rank for. This ONLY measures Google’s organic rankings, not Google Maps or other search engines. So if Google Maps appear when you search your keywords, you need to measure those too (see below). You can still get very helpful data in Search Analytics using filters: click-through rates, impressions, top pages, devices used, countries, and compare your rankings to the last 28 previous days.

google-search-console-search-analytics-queries

Whitespark Local Rank Tracker – track rankings in Google Maps, Bing pack, Google organic, Bing organic, etc. Sort by city names across multiple locations. User-friendly design and starts at $20/month for measuring up to 100 local keywords. Easiest way to measure local keywords.

whitespark-local-rank-tracker

 

14. Bonus Tips

Google Search Console – I mentioned this a couple times in this WordPress local SEO guide, but you really should take advantage of this tool. My video and Google Search Console tutorial show you how to set it up, submit your Yoast XML sitemap to Google, fix crawl errors (broken URLs), and quite a few other site optimizations. You can use it to test AMP pages, rich snippets, and find indexing, mobile, and security issues. Once signed you will need to wait around 1 week for the data to populate. But definitely revisit it and take advantage of it’s features.

Mobile Click-To-Call Button – if you’re running a website where many people call you (eg. a pizza business), adding a mobile click-to-call plugin can improve conversions but is also a ranking factor if you look at “Behavior/Mobile Signals” in Google’s local ranking factors.

Security – run your site through Sucuri security checker and the security section of Google Search Console to make sure you have no errors. Either way the best 2 things you can do is change the generic “Admin” username in the your WordPress login, then install WordFence.

Sucuri Security Scan

Social Media – just make sure you’re active on social media, it’s 2.8% of local SEO.

 

Time To Get To Work

Hopefully this WordPress local SEO guide gives you some ideas! Just remember it’s not all about optimizing your WordPress site – there are many off-page factors that are just as important like Google My Business, citations, and reviews. Start cranking some of this out and within a couple months hopefully your organic searches go up (let me know in the comments)!

SEO Google Analytics

Need help? Drop me a line. Looking to hire someone who actually knows what they’re doing? Check out my WordPress SEO consulting services. I love when people read my tutorials so if you have a question about regarding WordPress and local SEO, I’m glad clarify your questions.

 

Frequently Asked Questions

✅ What are Google's local search ranking factors?

Moz reports Google's local search ranking factors every 2 years. They emphasize geo-targeted pages, directories (citations), links, and reviews.

✅ How do you optimize websites for local SEO?

Research local keywords using tools like Google Autocomplete, create geo-targeted content around those keywords, make your mobile site load fast, get relevant links, and show NAP on localized pages.

✅ What is NAP and why is it important?

NAP stands for business name, address, and phone number. This should be consistent throughout your website and citations. Google uses NAP consistency as a ranking factor.

✅ Where should I build more directories (citations)?

Moz Local analyzes 15 top citations and shows you which ones are incomplete, inconsistent, or duplicates. Whitespark also has lists of top citations for different industries and locations. Google My Busienss, Yelp, and Facebook are some of the most important, but you should built more using Moz Local or Whitespark.

✅ How do I optimize my GMB Page?

Fill out everything including including NAP, categories, descriptions, photos, categories, attributes, hours, menu, services, etc. Verify your page and answer customer questions + respond to reviews. Get a custom URL and post updates on your GMB page.

See Also:
How I Optimized My WordPress Site To Load In .2s (100% GTmetrix/Pingdom Scores)

Cheers,
Tom

WordPress SEO For Photographers: How To Optimize Your Images, Citations, And WordPress Website For Higher Google Map Rankings

WordPress SEO For Photographers

If you’re a photographer, have a WordPress site, and you want to use local SEO to rank higher in Google Maps + localized results for photography-related keywords, this tutorial is for you.

I’ll show you how to use Google’s local search ranking factors to improve rankings by optimizing your Google My Business Page, citations, photos, and how to use Yoast’s SEO plugin for content optimization. No matter what kind of photography you do, it’s actually easy to do WordPress SEO for photographers (local SEO is usually much easier than national SEO). It can take 3-6 weeks to see results (Google takes time to update) but you can use Google Search Console’s search analytics to track your rankings, clicks, and overall traffic from SEO.

SEO For Photographers

Now let’s jump into it…

 

Understanding Google’s Local SEO Ranking Factors

No matter what industry you’re in, if you’re doing local SEO these are the ranking factors associated with Google. They are taken from Moz who does a survey of Google’s ranking factors every 2 years. This tells us which core ranking factors we should be focusing on.

Local-Search-Ranking-Factors

 

These are from 2015’s local search ranking factors, but most of them have not changed…

Top-20-Local-Search-Ranking-Factors

I go over these in my tutorial (drop me a comment if you need clarification on anything), but here is a translation with more practical tips:

  • Complete Your Google My Business Page (complete and verify your profile)
  • Sign up for generic citations (Yelp), local (COC), and photography directories
  • Get reviews on your Google My Business Page, Yelp, others
  • Use a mobile responsive and SEO-friendly WordPress photography theme
  • Use your primary keyword on your homepage (using Yoast’s SEO Plugin)
  • Get links from customers, directories, local websites, relevant photography websites
  • Complete your social media profiles, get followers, post updates

 

Complete Your Google My Business Page

This is the easiest way to improve your Google Maps rankings. In fact you HAVE to have a Google My Business Page to even show up in Google Maps. Make your profile 100% complete.

Add your website, hours, and list “photographers” as the category. If you’re a wedding photographer, list this as your primary category then list “photographer” as the secondary category. Now write a thorough introduction, verify your page, and complete your profile. If you already have a Google My Business page, do not create a duplicate listing.

Google My Business Page

 

Improve Directory Listings With Moz Local

Moz Local Dashboard

Run your website and zip code through Moz Local to get a report on your directories. You will get a score and recommendations to improve some of the most important directories…

Moz Local

Click on the different tabs, view the red notifications to see what items need fixing, then use the “update listing” links to improve those directories. Notice how consistency of information (business name, address, phone, categories) and not having duplicates are important. If you don’t want to do this, you can pay Moz $84/year. However, it’s usually a matter of adding photos and making sure your profile is consistent and 100% complete.

Moz Local Incomplete Listings

 

Build More Directories With Whitespark

Now that you have your core directories down, let’s build more. This will further improve your rankings so please don’t think this is a waste of time – it most certainly is not. These are the kind of extra steps that will help you outrank competitors. Notice “citation volume” is a direct ranking factor in the local SEO pie chart (yellow section) – so the more the merrier.

Top Online Directories

Do It Yourselfuse Whitespark’s list of top 50 directories
Hire Whitesparkpay Whitespark one-time fee of $4-5 per directory (worth it)

 

Ask Customers For Reviews

Online Reviews On Google My Business

Google My Business and Yelp are most important. Simply follow-up with customers after the work and ask for a review (leave them instructions with a link to your Google My Business and Yelp page). Make this a priority since reviews are good for both branding and SEO. Sometimes legitimate Yelp reviews get filtered out, so read this post to learn how to avoid it.

 

Use An SEO-Friendly Photography Theme

Let’s talk about optimizing your website – which starts with your WordPress theme. You want a theme that is SEO-friendly, responsive, secure, and loads fast. At the same time your theme should be built by a reliable developer so it won’t crap out on you down the road.

Djazz WordPress Photographer Theme

My list of photography themes is a good place to start. They all have the SEO-friendly features listed above, and they’re all built in the Genesis Framework which is recommended by Yoast, Google’s Matt Cutts, and the founder of WordPress – Matt Mullenweg. If you don’t know what Genesis is then you can read about it on StudioPress’ website. But it is the best way to build a WordPress photography website that is SEO-friendly.

 

Learn Your Keywords

If you haven’t learned your photography-related keywords, here’s how to do that…

Photography SEO Keywords

Just go to google.com and type in your keywords using this format. Google Autocomplete will fill-in-the-blank with the most common phrases people are searching, with higher phrases having more searches than the lower ones. Just be sure the last character you type is an underscore “_” so Google will fill-in-the-blank. You can try other combinations too.

Keep in mind your 1 primary keyword (eg. Chicago Wedding Photographer) should be targeted on the homepage. If you have multiple keywords (baby, nanny, maternity, etc) you will need to create a new page for each of those for better keyword-targeting.

This leads me to the next step…

 

Target Keywords Using Yoast’s WordPress SEO Plugin

Yoast WordPress SEOf Plugin

You will use Yoast’s WordPress SEO Plugin to target keyword(s) on your website. This is where a lot of photographers get overwhelmed. Don’t though, because I made this very easy.

Step 1 – Configure The Yoast Settings
Once you install Yoast, go ahead and download this zip file below which includes the Yoast settings I use. Upload this to your WordPress site using the SEO tab on the left side of your dashboard. You will go to Tools –> Import And Export –> Import. Upload the zip file.

DOWNLOAD MY YOAST SETTINGS (ZIP FILE)

You will need to navigate through the Yoast settings and change a few things…

  • General –> Company Info (fill this out with your info, and upload a default logo which should be at least 200 x 200 pixels)
  • General –> Webmaster Tools (see video below)
  • Social Settings –> fill this out with your own social media links
  • Advanced –> Breadcrumbs –> use your own company name

 

Step 2 – Target Keyword(s) On Your Website
As I mentioned earlier, you want to target your 1 primary keyword on your homepage. To do this, go to Yoast’s SEO tab on the left of your dashboard –> Titles & Metas –> Homepage. You should be able to fill out your SEO title and meta description here (this is the text that appears in Google’s search results), or click the link to view the page where you can edit this.

Targeting Keywords With Yoast

Use the same format in the photo. Write a unique meta description summarizing what you offer while including your keyword in a way that sounds natural. This is very important as it’s the forefront of your SEO. Also make sure you don’t go over the character limit of 156.

This might be all you need to do. You can’t include the keyword in the URL (this applies to any website’s homepage) so that’s OK. Most photographers prefer to have no text on the homepage (in the photo the article heading and content is red with “no”). I understand most photographers prefer let the photos do the talking, but it WILL benefit your SEO if you include text on your homepage. Otherwise Google will only have your photos to go by.

I suggest adding “Chicago Wedding Photographer” (or whatever your primary keyword is) as your title. Then include a short paragraph of what you want to tell your audience, while also including the keyword here. With all the different typography and layouts, you should be able to make this look nice. Here’s a good example of a website that uses text in the design.

How To Target Multiple Keywords
If you have multiple keywords (baby, nanny, maternity, etc) then target the main keyword (eg. Chicago Photographer) on your homepage. Now create a new page for each different type of photography. This gives you a better chance of ranking high for those specific types of photography since searchers will find THAT page in Google – not your homepage. Make sure each page contains unique content since duplicate content is an SEO no-no.

To optimize those pages for their keywords, use the same strategies described above only set “Chicago Baby Photographer” (or whatever type of photography it is) as your focus keyword. Then optimize that page using Yoast’s SEO Plugin. If you need help using Yoast to optimize your content for green lights, here’s a video…

 

Optimize Images For Keywords

Before uploading an image to your WordPress site, make sure it has a descriptive file name. Instead of using “DSC27272” a better file name would be “willow trees blowing in the wind.”

Willow trees blowing in the wind

 

Optimize Images To Load Faster

A common issue with photography websites is that the images are so large, they take forever to load. Since website speed is a ranking factor in Google, you don’t want this.

Luckily there are a few ways to prevent this…

Serve Scaled Images
If a featured image calls for 150 x 150 dimensions but you use an image that is 300 x 300, you are not using the correct featured image dimensions. This will cause slower like times by 200%. To solve this, learn the correct dimensions of your featured images (or even images in your slider) and resize them in the media section with the correct dimensions.

Another example of not serving scaled images, is when you drag to resize an image in the visual editor. This resizes the displayed image but not the actual image file (this is what “serve scaled images” means). The correct way to resize images is in the media library:

Serve Scaled Images

Optimize Images
Install the WP Smush.it plugin and go to Media –> Bulk Smush.it –> Run all my images through WP Smush.it right now (screenshot below). That’s it! You can automatically smush images once uploaded under Settings –> Media. I like to also run EWWW Image Optimizer which can catch images missed by WP Smush.it.

Bulk Image Smushit

If you don’t want to mess with images or you just want more tips on making your site load faster, see my WordPress speed optimization guide. There’s tons of good tips there.

 

Use Your Business Name, Address, And Phone # In Your Footer

I know, I love easy tips too… and this one doesn’t get easier. This helps with the whole consistency of information thing that Google looks for. In WordPress, you usually find this under Theme Options (look for the copyright area) or in the Editor –> Footer.

Here’s how I list mine:
Online Media Masters | 1324 West Byron Street, Chicago IL 60613 | 847-271-2422

 

Get Links To Your Website

Looking good so far! You’ve got your directories in place, your website optimized for your keyword(s), and you’ve make some other optimizations to improve your photography SEO. But let’s not forget about links to your website since they are essential! When people link to you, it’s a strong signal that tells Google your website is important and to rank it higher.

So how do you get links?

  • Asking customers to link to you
  • Asking partners to link to you (eg. you’re someone’s preferred photographer)
  • Local directories like the ones from Moz Local and Whitespark
  • Chamber Of Commerce
  • BBB
  • Getting published in articles (eg. in the Huffington Post)
  • Creating useful content on your blog (videos are good for this)
  • Making sure you have a nice website design
  • Sharing your photography on social media
  • Sharing your photography through an email list
  • Add social media sharing buttons to your website
  • Other publicity/marketing to get your website “out there”

 

Kick Your Social Media Into Gear

You know that awesome picture you took the other week? Did you post it on your Facebook, Twitter, Google, and Instagram account? You SHOULD! Spend some time creating nice social media profiles and cover images. Add your pictures, write an introduction, and so forth. Now keep updating those profiles with new photos. Then you’re golden.

 

Ongoing SEO Maintenance

The main “maintenance” involves asking more customers to leave reviews on your Google My Business and Yelp page. It can also mean creating more directories, adding useful content to your blog, and posting on social media. But once you’re setup with all the WordPress SEO tools and tweaks, local SEO should be pretty low maintenance.

I hope you found this helpful! If you did, please share :) or if you have a question about your photography’s WordPress SEO, drop me a line in the comments. Glad to help you out.

Cheers,

Tom Signature