Photography case studies for SEO

Jun 24, 2023 | Marketing

“Show notes”

In this show Sam discusses the case for photography case studies. He tells us how they can attract more visitors to your websites and help attract your ideal client. He also talks about how they are best showcased for maximizing a website’s SEO.

And then there are the regular features- News and stat of the day!

“Show transcription”

Marcus: Hello there, Sam. How are you doing?

Sam: Very good, Marcus. How about you?

Marcus: Yeah, I’m brilliant. I’ve had a good week, thank you. The sun is shining outside, which is a welcome first time we’ve seen that for about six months here in the UK. And I’m very excited about today’s show because you’re going to be talking about something that I really would like to find a little bit more about, and it’s case studies, how you can use case studies on your website. Take it away, Sam.

Sam: So, yeah, today’s topic is case studies about why case studies are a good idea, or are case studies a good idea? How we should use them and hints and tips using them. So that is what we’re going to talk about today in the show. But first of all, Marcus, we’ve got news of the day, so that’s over to you.

Marcus: Today I’m actually going to be talking about artificial intelligence.Now, we’re going to be covering this in next week’s showing a lot more depth, but the news is that ChatGBT has just come out with a fourth iteration.And what’s interesting for me is that this, what we could do now is it will actually look at a photograph and it will describe it for you.And that started making me thinking, wow, that’s going to be great for doing alt tags, isn’t it?Sam, what do you think about that?

Sam: Maybe I’ve not seen it.I’ve seen it to the other way, so I’ve seen some AIthings where you tell it what to draw and it draws it.I’ve not been overly blown, I have to be honest. But, yeah, no, that is possibly right.But I think with all of these AI things, they give youa good start and then you need to take it from there.

Marcus: Exactly.Sam, this started me thinking about this new process is something that I’ve been banging on about for a longtime, and that is someday, will photography have the same weight as SEO goes as copy on a text?What I mean by that is, at the moment, if you have original copy, you will get favored by Google.You’ll get to get to that higher up on the list.That doesn’t apply to photography.Now, with this new artificial intelligence, does that mean that Google Will now be able to look at a website and ifit’s got original photography on there, it’s going to be weighted higher as far as, let’s say, Seo goes.What do you think about that, son?

Marcus: Well, we’re certainly not there yet, and maybe we could do a whole show about it, but at the moment,no, but it could be on the way.So should we start with this week’s topic, Marcus?

Marcus: Let’s go for it. Okay. Over to you, Sam.Let’s tell us tell me all about case studies.

Sam: Okay, so case studies, I guess the first thing we need to say is, what do we actually mean by case studies? So what we’re talking about is, if you’re a photographer talking about work you’ve done and so having a page where you could talk about work on a particular day with a particular client. Now, a simplest example is, obviously, if you’re a wedding photographer, a case study for a wedding photographer is clearly very obvious. It’s a wedding. This is Janet and John’s wedding at this location and then you’ve got a page about that. So that’s sort of what a case study is. So the question is, why would you want a case study? What’s the point in them? Why would you go for this? And there’s a few different reasons for it. And the first one is you can show what you’ve done, and you can sort of build up a relationship with your reader. So a lot of what are the readers are doing is seeing if they are the visitors to your website, they’re saying if you’re the right match for them, if you’ve worked with people like them. So if they’re flicking through some of the case studies and they see a case study that’s got a venue that’s kind of at a similar, say, budget and level to what they’re thinking of or a similar look, it might be that they want a country hotel look or it’s a village hall look. So if they’re looking through your case studies and see somebody that’s done a similar wedding, they’re suddenly looking, people like me work with people like you. They’re making that connection. You’re starting to get that emotional connection. And then they can start to seethe photos of this particular wedding. And once they’re in there, they’re looking at a wedding that’s in the style that they want. And so they can sort of see that. You can do weddings like they do. Yeah, you empathize with their style. You empathize what they’re talking about. And there’s text there, too. So I think that’s really important .A lot of photographers love their photographs obviously but not so many remember that the writing is important, too. A photo of the bride is fantastic. But explaining how much time you spent with the mother of the bride beforehand, and the bride and the groom discussing what they wanted, whether they wanted the formal photos or whether they wanted a more casual approach and how long you spent talking about that planning with them none of that comes through in the photograph. You’ve got to talk about it.

Marcus: I think it’s really important what you’re saying there, because I think there’s a temptation from photographers just to bung up a load of images and think, oh, there’s my latest blog done. You’re saying it needs to be more than that? Yes.

Sam: Yeah, definitely. So, I mean, a website the same, but definitely for the case studies. This isn’t a gallery, this isn’t a grid of shots. I mean, that’s what Instagram is. This is about the day, what happened on the day, from the people, from the photos point of view, from your point of view, and then it’s about getting that feeling in there, too. So, I mean, when we buy things, we all like to think what we’ve logically done is looked at the review and decided what’s the best thing for us to buy and at the right price. But if we’re honest and we look at this, we all buy emotionally, and then afterwards we go back and we make the rational decisions. We sort of back it up rationally because we’re rational people, but we’re not. We all buy emotionally all the time for most things. And so, especially something like a photoshoot, it’s definitely linked to emotions. And is this person going to be right for me on the wedding day? I’m using weddings like here, I ought to move on to a different LRG, especially for wedding. It’s an important day. Do I want this person at my wedding? That’s quite emotional, isn’t it? So you got to get that across. I think it’s important to get the feeling of the day. So for that case study, how did the bride feel about you being there? How did they feel when they received their photographs? Getting across how people feel using your services is really important and you can get that across in those case studies. You’ve got the space to do it on your homepage and your services. You’ve got a little bit but you’ve got a whole page about a day on that case study. And like we said, it might not be wedding, it might be you do commercial photography or something different and the case studies can work just as well.

Marcus: Sam just as a sort of figure, just to help me get my head around this, how many words would you say should be in a case study?

Sam: So that’s a good question. And there’s obviously a range. I’d say you probably don’t want less than 500.That’s probably a minimum. But that spaced out with some photos is not a lot of text. And I’d say 1000. It’s similar to a blog. Basically. My answer for a blog is kind of 500 is good for a short one. You don’t want them all at length but some that length is absolutely fine. 1000 is a good kind of average. And then if it’s like a mega project then maybe 1500 or a little bit more. So it could be if you’re a commercial photographer and you were working with the business, getting photos of their business, you went for a couple of hours, 500 word blog, great. If you spent a day with them and you got your drone out and you were going to a few different sites of theirs, then that would be more than 1000, 1500, because there’s so much going on.

Marcus: Sam, why do you think case studies have become so applicable now or so important on the website? What’s brought that about?

Sam: I think there’s a few things. I think it personally is that so that potential customers can see people like them that you’ve worked with before. And that connection is really important. A lot of the Seth Godin books, the marketing books, if you read those, talk about people like us do things like this, and you getting that across to people, that people like them work with you. And that’s really important. It’s really important from an SEO point of view. So getting found on Google, if you want to get found on Google for working, if you’re doing commercial work and you want to work with local newspapers, say, then if you’ve got lots of case studies of how you’ve worked with local newspapers, then when people search for that, you will be the one turning up. And including in that is mentioning geography. Because in your case study, you can talk about where you are. That could be specific venues, specific businesses, names of towns, and you’re building content on your website, which is great for getting found on Google, which is what SEO is. And it also is great for Google in terms of there is new content on your site and for visitors. Your site isn’t stale. There’s new stuff happening. It looks fresh.

Marcus: Yeah, that’s really good. Well, I’ll tell you what, you really infused me to relook at my website and get a few case studies on there. Yeah, it seems like a no brainer, really.

Sam: That’s it. It doesn’t have to be a lot of work. I think the key is to set yourself a target. Right? Let’s do one a month. Yeah, let’s do one every two weeks and pick a target that’s realistic. You don’t want to just be too lax. You know, it’s it’s so little that the the content will grow so slowly. It’s hopeless. So, you know, everybody could manage one a month. That is not that much work. And yes, the first one will take you quite a bit of time. And the first time this is a bit of a drag, but by the time you’re on your second and your third, you’ll be in the flow of it. You’ll know what size you need your images. You’ll know how you want to organize your text, and by you doing the fourth and fifth, you’ll be flying and it’ll be taking you half the time it did before. But I think it’s really important to set that time aside and think, right, I’m going to do this. Let’s get it done.

Marcus: Great stuff. Well, Sam, that was brilliant. You’ve really given a lot of information across there for our listeners, but could you maybe just do quick, maybe two or three bullet points from the kind of things that really are the most salient bits about that, please?

Sam: Yeah.So I guess the key, isn’t it, isfor case studies, the why and the how.So, the case studies.The what is it’s about jobs you’ve done with particular clients, getting across the story of the day as well as the images.The why is it so you find people visiting your site, can see people like them having their photos taken, working with you, so they can relate to you and get that emotional connection.And also, in terms of SEO, it works really well because you’re getting

more content on your website, talking about specific locations, specific industries and things like that.So it works really brilliantly for that.And how do you do it?Well, you just need to put some time aside, decide how many months you’re going todo, and go away and do it.

Marcus: Brilliant. Sam, that’s great. I love that. What, why and how you can’t beat it. Brilliant. Okay, so, look, we’re coming up to the end of the show and we’re going to come back to you again because, of course, you’ve got Start of the Day.

Sam: That’s it. So start of the day today 23% of small retailers in 22 still don’t have a website. So, I mean, that’s a massive missed opportunity.

Marcus: Wow

Sam: Yeah, 23%.I mean, even if it’s not selling your stuff, it needs to at least be there with a few pictures and show you exist and point people where to come and find you. Massive missed opportunity there for those small retail businesses.

Marcus: I mean, that’s amazing. Actually, again, a quarter of businesses don’t have a website. Sam: Retailers. Retailers, rather than business, specifically, retailers so those small shops yeah, even just no online presence, just relying on people walking in the door.

Marcus: Wow, okay.Well, that’s obviously well, it’s a good job there’s people like you around to put them right, Sam.

Sam: Well, hopefully we can help people with things like that.Right, Marcus, I’ve enjoyed speaking to you today.

Marcus: Be great, very informative.Hope that everybody’s enjoyed it and yeah,see you on the next episode, Sam.

Sam: See you next week. Cheers. Bye then.