Long gone are the days when you could pop up on Google overnight, maybe stuffing your HTML with meaningless lists of keywords (yes, I am that old!).

Our blog post series “SEO tips for Newborn Photographers” will help you navigate the most recent changes in search engine’s algorithm and get your Newborn Sessions page seen!


Since the major Google algorithm update in August 2018 (called “the medic update”), the acronym “E-A-T” has become a superstar in the SEO universe.

Why? Well…

To rank well on Google, you need to nurture your brand by building its Expertise, Authority, and Trustworthiness (exactly what E-A-T stands for)!

The core idea is that Google relies on a whole range of “trust signals” to evaluate the authority of a website’s content and its creator.

Unfortunately, we cannot control directly all of the trust elements considered by Google. We must therefore ensure that our studio’s website sends out as many “trust signals” as possible.

So, let’s dive right in!


Google reviews not only your website’s E-A-T score… but yours, also!

When creating your About page try to use the following structure:

  1. A one sentence introduction that immediately connects you with the reader on a more personal level (remember… it’s never about YOU!). In simple terms: write something that makes you unique, and that people WILL remember.
  2. Add a few more details to create Trust and Authority (for example, are you a registered nurse? What other qualifications do you have?). But remember: this is not a resume! Avoid writing a list of awards you have won or associations you are part of. Instead, mention a few and explain to the reader why they should care about it.
  3. End the About page with links to your Social Media profiles… and don’t forget Linkedin.


I am always surprised when I browse someone’s website and I struggle to find their full contact details!

Local businesses in particular (and you are one of them), should include their full address, a contact number and other contact details.

Are you using a contact form? Don’t forget to also include your email address!

Possibly, at least your email and phone number should also be included on your header and footer.

If your website uses WordPress it is a good idea to use a WordPress SEO plugin like Rank Math to create structured data that can then be used by serch engines.

SEO tips for Newborn Photographers


We all know about GDPR and the need of a GDPR/Cookie banner… but do you really have all of the policies in place?

These “boring” pages are not only important for your SEO, they are also required for your website to be compliant with Facebook Ads and Google Ads policies. Not having them in place can even result in your advertising account being banned!

At the very least, you should have in place:

  • A Cookie Policy that explains what Cookies are, which ones you are using and how a visitor can opt-out
  • A Privacy Policy that includes your contact details
  • Website Terms

Companies like Harmony & Blue offer professional templates you can personalise and use.

If you are on the Grow Your Photography Studio programme instead… get in touch! We have templates we can share with you right away.


WHOIS (pronounced as “who is”) is a query protocol used to check information about the ownership of a domain name.

As a real business, make this information public for your studio’s website. No serious business has private WHOIS information but before you do this make sure the address is your business address and not your home address.

How do you know if your WHOIS is private or public?

The easiest way is to check using a WHOIS Lookup service such as (free).

Wrapping up: SEO tips for Newborn Photographers (E-A-T)

There are many elements that Google takes into consideration when it comes to E-A-T, so every Newborn Photographer should ensure to work on the ones listed on this blog post as a start.

And as you keep working on your SEO remember: aim at creating quality content that resonates with your readers and creates trust!

Interested in getting more bookings and… clients who value what you do?

Start from the button below and book your free business and marketing coaching call.

Ever worked on your brand new website, then opened Google Analytics and got all excited about the spike in the number of visitors?

Then moved to the Session Duration to realised there is a 20 seconds average visit?

If that’s the case, your next thought might have been “it’s probably because I opened the website 425,000 times in the last week while designing it”.

If that’s the case, there is an easy fix for this: excluding your own IP from Google Analytics.

Once you setup Google Analytics you should always exclude yours and all other IP addresses you don’t want polluting your data: any computers using the same Wi-Fi network should have the same IP address, but you will have a different IP at the studio and at home.


Go to to find your IP address and do this for all Wi-Fi networks you want excluded from Google Analytics. Create a text or Excel files with this data, to ensure you have it stored.

It is important that you do the same thing for any other Wi-Fi networks as well as any phones/tablets. To see your phone’s IP when you are not using Wi-Fi, just disconnect Wi-Fi and go to to see a different IP address.


  1. Login to Google Analytics and select your profile
  2. Select the Admin menu
  3. Under Account select All Filters
  4. Click Add Filter
  5. Give the filter a name (can be anything, I use the IP address)
  6. Leave Filter Type as predefined
  7. It should read: Exclude + traffic from the IP addresses + that are equal to
  8. Enter your IP address

Here is a quick video that shows you exactly how to do this:

When it comes to costumer acquisition, retention and marketing in general… knowing WHO your ideal clients are, how to talk to them and where to find them is critical.

While many of
us have created an ideal client avatar (or customer persona), very few
know other tools that can help using that avatar in the real market.

This workbook
contains templates, quick tips and step by step processes to create your
ideal client avatar & deploy it in real marketing strategies!

Please enjoy and share this with photographers and friends!

Online advertising can be quite complicated… and launching campaigns without knowing the rules can be quite costly! Not to mention that you might not getting the results you were expecting.

To help you get started, we have created a simple 5-step guide. FAR from being a comprehensive guide to advertising for Newborn Photographers, this should help you avoid some of the most common mistakes… such as launching ONE CAMPAIGN with ONE AD and running it without tracking results.

Almost everybody has had this experience.

You go to a store to buy something. A pair of trousers, for example.
So your trip is purposed, you are leaving your house to go and buy something you need.

You enter the store, the customer assistant comes to you and asks “Can I help you?”

“No, I am just looking”.

In fact, this is our conditioned response to almost anything that can get us into a “sales process”.

We say no because we don’t want to be pressured into buying something.
We say no because we don’t want to have to explain WHY we don’t want to buy those trousers that apparently fits us perfectly and look good.

We say no because we want to be free to “think about it”.

You know why?

Because we’re supposed to.

Starting from childhood, we’re taught to be wary of people we don’t know and to never make a fast decision when it comes to buying something.

We aren’t supposed to buy at first. We’re taught not to do it.

So to expect our prospects to go against the very habits and beliefs is foolish.

Still, this is what most photographers and businesses in general try to do when it comes to promoting their services over the internet. And especially when it comes to paid ads.

We expect an immediate return, we expect “instant bookings”. For some reason, we are happy to spend hundreds of pounds or dollars in activities that don’t generate any return, but the moment we invest £10 in Facebook Ads or Google Ads we want to see bookings flocking in.

And for this reason, we mostly put out campaigns, ads and posts that sound more or less like:
“Give me X amount of money NOW to get Y”.

The bad news is that this message is exclusively designed to focus on the tiny percentage of prospects who defy human nature and buy quickly, and it ignores (and usually irritates) everyone else.

The good news is that there are massive opportunities for studios and photographers who do things differently.

You can start today by booking a free business and marketing strategy session below.