Content Marketing Case Study: SEO “Photographer Auckland”
Christine F. Abela
Too much shit hitting the fan? Need more money? I help owners of $1M+ businesses to increase their profit, get organised, get more clients and GROW their business. Whatever it takes.
I am often asked, “What would you do for content marketing for <this> business?”.? The steps are pretty much the same for any business that is run online, so I thought I would explain with an example.? For this example, I will use the keyword “Photographer Auckland”.? So, this post will be about using content marketing for SEO for a photographer in Auckland, New Zealand.
Phase One – Research
The first part is to actually do a search for “Photographer Auckland” and see what comes up. I am particularly interested in seeing where my client appears and also in what the competitors are doing.??
Are they running ads?
Those who run ads are prepared to spend money on growing their business. Thus, they are generally the most competitively-minded (but not necessarily the best photographers).??
Do they have Google Business Profiles?
Businesses that rank well on GBP often have lots of reviews, which can indicate whether they have a good reputation or just mean that they are good at asking for and receiving reviews.??
The best way to get to the top of GBP is also to add updates.? Often.
Do they have a video on page one of Google (that is, in the top ten results)?
Google owns YouTube, so having a video on YouTube under your own channel is a great way to get Google to notice your business.?
I wrote a post several years ago about how to get your video on page one of Google.? The steps have changed because YouTube has changed, but the principles are still solid, and this method WORKS.
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Phase 2 – Create content
OK, so now we understand who the competition is and where we sit in our ranking for SEO for “Photographer Auckland”.? Let’s take action.
Google Search Console
First, make sure your site is listed in Google Search Console (this used to be called Google Webmaster Tools).? Add a sitemap to your website, and submit that to Google Search Console.? This will ensure that Google knows when you add new content and will hopefully list it.
Make a place for new content
If your Photographer Auckland website doesn’t have a “blog” section, make one and start writing blogs. But what do you write about?
Here are some questions that people are asking about hiring a photographer in Auckland.? I recommend that you write posts that answer these questions.
How much do local photographers charge per hour?
Who are the New Zealand art photographers?
How can I find a photographer in my area?
What are the best photographers' rates?
How many pictures should be expected from a 1 hour shoot?
领英推荐
How much should you charge for a 1 hour photoshoot?
Who is the best portrait photographer?
How do I choose a photographer?
How much is photographer hire?
You get the idea.? You can use the “People Also Ask” section of Google to find these questions, or just look at what people ask YOU all the time.? And then answer them.
Make a video
Once you have written that wonderful piece of content, make a video to accompany it. Your video can just be you reading the article (you don’t have to show your face). Include lots of photographs you have taken to show what a great job you do.
How should you write?
Remember that for your article and video, nobody really cares about who you are or what you look like.? What they want to know is – can you do what they want?? So make sure you answer that question in every post.
Talk about the feelings they will get when they have their photo shoot.? Talk about how happy they will be when they get the final prints.? And how proud they will be to show them to friends and family.
That is what really matters to them; not how many awards you have, or what exotic locations you have been to as a photographer.
Phase 3 – Publish and Syndicate
Now that your blog post has been written, ensure it appears on your website.? Add images (of course! you are a photographer!).??
Ideally, you should write several blog posts and schedule them to appear in the future.? I like one post a week, maybe on Mondays.
If you make a video, upload it to YouTube, SEO it as in that other post of mine, and then embed it into the blog post. This will help both the blog post and the video rank.
The last step is to split up the post into 12 key sentences and create a social media post for each month for the next year.? I use software called MissingLettr that does this well, and automates it.
Where to syndicate?
Where you send the social posts depends on where your audience is. Personally, for a photographer in Auckland, I would recommend, at minimum, Facebook, LinkedIn, and Google Business Profile. You should probably be on Instagram, too.
The Google Business Profile posts take the form of Google Updates, which can help greatly in getting your GBP to rank well.
Over to you
OK, now you know how to rank well for “Photographer Auckland”.? If you would like to chat about how working with me could improve your business ranking in Google, get in touch.