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Most photographers rely on word-of-mouth and social media — but the couples searching 'wedding photographer [city]' on Google represent high-intent clients ready to book. This guide shows photographers how to build a Google Maps presence that converts local searches into consultations.
Photography businesses live and die on word-of-mouth and portfolio quality. Most photographers don't think of themselves as local SEO candidates — they think of Instagram, Pinterest, and referrals as their primary acquisition channels.
But Google Maps is increasingly how clients find photographers, especially for weddings, family portraits, and commercial shoots. Someone searching "wedding photographer [city]" on Google is a warm lead with intent. Getting in front of them through local search is a conversion opportunity that most photographers leave on the table.
Here's how to capture it.
The keyword segments that matter:
Wedding photography (highest ticket): "Wedding photographer [city]," "wedding photography [city]," "engagement photographer [city]," "[neighborhood] wedding photographer"
Portrait photography: "Family photographer near me," "newborn photographer [city]," "headshot photographer [city]," "senior portrait photographer [city]"
Commercial/event: "Corporate photographer [city]," "event photographer [city]," "product photographer [city]"
Niche searches: "Boudoir photographer [city]," "pet photographer [city]," "real estate photographer [city]"
📊 Flento Data: Wedding photographer searches peak 12–18 months before the event date. Family portrait searches peak October–November (holiday cards) and April–May (spring sessions). Timing your GBP post activity to these peaks increases visibility during high-intent windows.
Primary category: Use the most specific category for your dominant service:
Wedding Photographer (if weddings are primary)Photographer (if you're a generalist)Portrait PhotographerCommercial PhotographerSecondary categories:
Service-area vs. physical location:
Photos — this is where photographers have an unfair advantage: Your portfolio IS your GBP. Upload 20–30 of your best shots across your primary categories. These appear directly in Google Search results when someone sees your Knowledge Panel.
What to include:
Update photos quarterly or when you complete particularly strong shoots. Fresh, high-quality photos signal an active, in-demand business.
Photography reviews are among the most emotionally rich in any service category — clients aren't just rating a service, they're describing a meaningful experience.
When to ask:
The ask: "I'm so glad you love your photos — they came out beautifully! If you have a moment, sharing your experience on Google means so much and helps other [couples/families/businesses] find us. Here's the link: [link]"
What makes a great photographer review:
Encourage specificity: "If you want to mention what type of session it was (wedding, family portraits, newborn), that's really helpful!" This generates reviews with natural keyword phrases.
Portfolio previews (best performer): Share a selection from a recent session. "Just delivered this family's fall session in Lincoln Park — golden hour in the park never gets old." Include 2–3 photos and location details.
Booking availability: "2026 wedding date openings — we have availability for late summer and fall dates. Reach out this week to discuss your vision."
Seasonal: "Holiday mini-sessions are now booking for November — 30 minutes, 20 edited photos, perfect for cards and gifts. Spots are limited."
Behind the scenes: "Setting up for today's commercial shoot — product photography for [type of brand, not specific client name] in our downtown studio."
Posts that include actual photos of your work perform dramatically better than text-only posts. This is where photographers' natural content advantage is most useful.
Wedding photographers often serve a large geographic area — couples book 12–18 months out and are willing to travel for the right photographer.
How to geo-target effectively:
For portrait photographers: Tighter geo-targeting makes more sense (5–15 miles). Post sessions from specific neighborhoods. "Autumn session in [neighborhood park name]" creates relevance for neighborhood-specific portrait searches.
Beyond standard directories, photographers benefit from:
Photography-specific directories:
Location-based:
For wedding photographers, The Knot and WeddingWire listings are functionally citation sources that also carry significant direct traffic.
Should photographers use service-area or physical location in GBP? If you have a studio, use your physical address — clients visit you there. If you're purely location-based (you go to your clients), use service-area settings. Many photographers use both: a studio address with a service area that extends for travel shoots.
How do photographers rank for wedding venue searches? Mention specific venue names naturally in your GBP posts and encourage clients to name the venue in reviews. Over time, these venue references build relevance for venue-specific searches ("wedding photographer [venue name]").
How many reviews does a photographer need to rank locally? For portrait and wedding photography, 20–40 reviews with 4.8+ rating puts you in strong local pack contention. Rating threshold is higher in photography because clients are making an emotional and financial commitment — they filter aggressively below 4.7.
Photography businesses that invest in local SEO capture clients who have already decided they need a photographer in their market — they just haven't decided who yet. Your GBP is what tips that decision.