I’ve had photographers tell me they’ve given up on blogging because it doesn’t work for them.
Curious as to why that would be, I reviewed their sites. What I see are lots of beautiful images and very little text. Unfortunately, Google can’t read the full meaning of the 1,000 words your photographs represent, yet. Although blog posts do have headlines, it is not enough text to be effective for the search engines.
Headlines need a hook to lure readers. If you need ideas, pay attention to the online headlines you click on and take a look at the magazine racks. There you’ll find tried-and-true techniques to grab attention.
An issue I see with photography blogs is that they focus on the photographer and her photography. What’s wrong with that? Learning more about the photographer is great, but it shouldn’t be the whole point. The blog should be helpful and support the reader. It should be a resource that encourages people to link from their blogs and websites.
How can photography blogs be resources?
Share techniques, concepts and industry information. Display photos in an informative or instructional manner, rather than as a blatant exhibition.
One of my favorite examples of a great photography site is the Bui brothers (no longer updated). When I first ran across their website, many years ago, I noticed they posted videos of their work rather than a portfolio. Their videos feature behind-the-scenes footage of assignments and interaction between the subject — a model a bride, a client — and the photographers and stylists. You really get a sense of what it would be like to work with them. The Bui Brothers were early pioneers in the video age for photographers.
There is more than one way to approach blogging. Be creative. Look for new ways to share what you do. What information is your target market looking for? Answer the questions people ask you the most. What information can you share to give prospects confidence in your abilities?