Have you ever wondered how some photographers or artists always seem to pop up on Google when you search for “photographer near me?” It’s no magic trick—but Local SEO comes pretty close.
Whether you’re the type of photographer who preserves life’s most understated moments or an artist creating visual wonders with another medium, understanding this niche in SEO can turn you into the go-to creative in your area. If becoming a star in your community isn’t enough motivation, let the conversions from Google sway you—Local SEO is a powerhouse that fuels some of the biggest trends today. Search optimization for any local service-based business leans heavily into local SEO. Sort of makes sense, right?
Let’s break down what it is, why it matters, and how you can use it to become the favorite in your area.
How ‘Near Me’ Searches Work
So, how do you actually show up in “near me” searches? Local SEO is your ticket. When someone types in “photographers near me,” the work you’ve put into Local SEO helps your name pop up in the search results, making it super easy for potential clients nearby to find you. This visibility is like a digital handshake—it lets local clients know you’re available, trusted, and nearby.
(Trust me, it feels great when you finally see your name rise to the top of those results.)
A common mistake with “near me” searches is assuming you must put “near me” on your website copy. “Near me”, typed into Google is just a trigger to the search engine that it needs to match the users’ location to yours. That simple.
Optimizing your Google Business Profile is not enough—your actual website can also show up in these local searches, leading people to your portfolio.
The Fine Line Between Local and ‘General’ SEO
Before we dive deeper, let’s draw a line between Local SEO and general SEO. General SEO (or the normal stuff on your site) is all about making your website attractive to search engines so it ranks higher globally. It focuses on keyword optimization, meta descriptions, backlinking, and user interaction.
If you need more help with on-page SEO, I’ve got an SEO resource for that, too.
Local SEO, on the other hand, is hyper-focused on making sure your business stands out in your community both with your Google Business Profile (Maps) and increasingly your website. While your general, normal SEO is still important, Local SEO is much more about how Google sees and trusts your presence in the immediate market around you.
Believe it or not, some people rank locally with just a Google Business Profile on Maps, even without a website. Would I recommend this? No—but it’s a great reminder that your local impact can stand strong on its own.
The Unique Value of Local SEO for Creative Professionals
Mastering this form of SEO can be a game-changer if you’re a photographer or artist with a local focus. If you have a physical gallery, or if you offer on-location services, your next client could very well be just a block away—and they could find you through a local search without even typing in your location.
Local SEO doesn’t just get you on the map; it funnels quality leads directly to you. These are people actively searching for the services you provide, and they’re right in your area, ready to book. Google works hard behind the scenes to connect you with people in your sub-community, even if they didn’t specifically search for your location.
Local SEO Essentials: What You Need to Know
Now, let’s dive into the details of optimizing for Local SEO. Here are the basics you need to get started:
Create a Google Business Profile (formerly Google My Business)
Think of your Google Business Profile as your digital business card. It showcases your business name, location, contact info, and services. Keep it updated to improve your local search rankings.
Include some photos that highlight your brand and services—it’s like giving potential clients a sneak peek into your portfolio. Fill out all the info you can, so this becomes a mini-website in its own right. While many of us don’t like sharing our phone number, this is a critical part in allowing Google to trust your location.
Bonus tip – Use the updates feature in your GPB to highlight what’s going on in your business
NAP: More Than Just an Acronym
NAP stands for Name, Address, and Phone Number, and it’s a huge deal in Local SEO. Your NAP details need to be consistent across the internet—whether it’s on your website, social media profiles, local directories, or even mentions in community boards.
Here’s the good news: these mentions don’t even need a backlink to your website to help. The key is consistency—the more consistent your NAP is across different platforms, the more credible you look to search engines.
Pro tip: Make sure your NAP matches your Google Business Profile exactly. Even if you don’t list a physical address, get your contact details spot on.
The Power of Reviews
Customer reviews are one of your most valuable assets. Not only do they serve as social proof, but they’re also a major ranking factor in Local SEO. A steady stream of positive reviews can push you to the top of local search results, so don’t hesitate to ask happy clients to share their experiences.
Your reviews also paint a geographic picture of where you serve clients.
(You’d be surprised how many clients are willing to leave a review—they just need a little nudge!)
Keywords and Local SEO
Like normal optimization, keywords play a crucial role in Local SEO. You’re on the right track if you’ve already optimized your website for local keywords. But don’t forget to include smaller, nearby communities and landmarks that might not have a lot of SEO competition.
Even if there isn’t direct traffic on hyper-local keywords, it still helps paint an overall picture to Google that you’re an authority and can trust you’re located where you state. If you’re familiar with Google’s EEAT ranking, this is a great way to boost your trustworthiness.
Ready to Boost Your Presence in Your Community Online?
Friends, Local SEO is one of the most overlooked—but rapidly growing—areas of online visibility. Lean into this side of SEO, and you can see some amazing results. It’s an ongoing effort, but the rewards—in terms of business growth and visibility—are more than worth it.
So, what are you waiting for? Start your Local SEO journey today and become the go-to creative in your community.
A little extra help from me to you
* Sign up below for a free PDF to help you get started. Think of it as part checklist, part challenge—designed to kickstart your Local SEO strategy and set you up for such
