"If a tree falls in a forest and no one is around to hear it, does it make a sound?"
Similarly, if a photographer takes a photo and no one is around to see it, does it mean it isn't art? Fortunately, we don't need to delve into the philosophical conundrum of defining art because that can be an endless debate.
However, from a business perspective, the ramifications of not having your art seen can be dire. If your goal is to make money through photography, you need to be found.
There are three ways people can find you.
If you're interested in SEO (search engine optimization) or how to be found on Google, Bing and Yahoo, read on.
Search engines are based on algorithms that comb the web and organize information. Their goal is to connect people to the most relevant websites. To be found for photographers, there are five steps.
1. Structure your website so that it is optimized for search engines. Every website that is freshly installed needs to be configured. Even if you use WordPress, it's not ready out of the box.
For example, not changing your default link structure is one of the most common mistakes of SEO.
2. Plan how you want to approach content. It's much more than just posting your portfolio work. In fact, if that's all you do, then that's pretty boring.
Like a well-rounded stock portfolio, diversify. Branch out into content that helps solve problems in your clients's lives. For example, if you're a pet photographer, share cool Halloween costumes for dogs or cats.
3. Target the proper keywords. This step requires a careful balance. Too much of certain keywords could lead to penalization. Too little of certain keywords may not have a strong enough impact.
4. Execute the aforementioned strategies into actionable posts or pages. This includes being found beyond just search results, such as having your images show up on Google.
5. Measure. This step is so important. How do you know if your efforts are not efficiently and effectively executed if you do not measure? Google Analytics coupled with many other digital tools should be part of your repertoire.
If you're interested in reading more about SEO, I have written industry’s most advanced and comprehensive 126-pages of successfully proven strategies in a PDF e-book.