How to Launch a Photography Business

Lesson 52 of 87

Grouping Main & Niche Goals


How to Launch a Photography Business

Lesson 52 of 87

Grouping Main & Niche Goals


Lesson Info

Grouping Main & Niche Goals

Now we get to grouping our main and our niche goals. So again, this is just categorizing. We're just talking about the content that we're putting up. We just need to fill it with keywords that categorize our website for Google. All we're gonna do, and this goes back to your question, is we're gonna identify the main and the niche goals. We're gonna keep things on the list, and what we're gonna do is we're gonna separate them. We're gonna group terms into synonyms. Because guess what? San Francisco wedding photography, San Francisco wedding photographer, San Francisco wedding photographers, wedding photographers in San Francisco, all those are what you said, those are identical. Google will take those and treat them as identical. We don't need those to be something different. So we group them. This is a synonym. Fremont wedding venues versus wedding venues in Fremont. Synonyms. Is that making sense? Synonyms and like search terms get treated the same way. Google's gonna interpret that a...

nd try and take you to where you wanna go. And then we select one ideally, to focus in on, for our main SEO goal. This is the main search term that you're trying to get. The one that is the difficult to achieve, that might take six to 12 months to rank for. Okay? Chris says you can do up to two max. I still say focus on one, but you can do up to two max. These are highly searched, highly competitive, they require time and effort to rank well, and you wanna finalize it early in your business, because the sooner you get that finalized, and the sooner you get it into your content, time is a very big piece of that equation of ranking, so get it done. Yes. So does it mean that every blog post you are creating, you need to use these keywords? We're gonna get to that. Okay. We're gonna get to that. We're gonna tell you, right now we're still selecting it. We're still figuring out what it even should be. And then I'm gonna show you where it's gonna go everywhere on your site. Okay? So, a sample main keyword. These are just formulas for main keyword phrases. The formula is the largest city or region in your area, the type of photography you do, plus photographer. Simple formula to get to a general place of what a main goal would be. Examples: San Francisco weddings, Salt Lake City wedding, Orange County wedding, Orange County newborn photographer, Seattle, Tacoma, what, boudoir? Bellevue, Bellevue boudoir photographer. That has a nice ring to it. These are all main search terms, okay? Pick one. Then we're gonna pick five to ten niche goals. These are gonna be your initial bread and butter. These are the city halls. City hall wedding photographer. These are whatever niche of say, newborn photography, or boudoir photography. Like, maybe there's a particular style of boudoir that's very popular right now that people are searching right now. That's a niche goal. What might that be, Julie? Is there a certain like, dark, moody? I know there's like this dark vibe right now with boudoir. I do more colorful, romantic boudoir. So my question then for you would be do people search that? I don't know. You should probably do a keyword test and see do people search these terms? Because if you can identify a niche term that people are searching, maybe the volume is low, 20 to 30 a month. How many people do you need to sustain a business? Three to four a month? If you have 20 to 30 that are looking for something specific in your area, and, can you imagine the competition for that keyword? Do you think it's high or low? It's gonna be a lot lower. And you can probably rank well for it quickly. And you can probably get those 20 to 30 people looking at your site within just a few months. Does that make sense? And they're looking for exactly what you're doing. So that's what I mean, is like, looking into each of your companies, each of your individual businesses, what you provide as a service and what people are searching. These become your niche goals. They're less searched, they're less competitive, you can rank quicker, and they're gonna evolve over time, and that's okay. Because if I saw that San Francisco Wedding Hall, or city hall wedding photographer got views, guess what page I'm gonna go create? I'm gonna create a venue page for my tier two pages, that's the one that's gonna link from the homepage, and under venues, I'm gonna make a page called San Francisco Wedding Hall photographer. And I'm gonna go to Wedding Hall, and I'm gonna take some pictures. I'm gonna go write about my experience about that place and I'm gonna fill the entire copy of the page with I really enjoyed San Francisco Wedding Hall. I think it's a perfect, or San Francisco City Hall. I think it's a perfect place for wedding photos. Check out some of these angles. Look at this. I'm gonna go and create content that targets that spot. That make sense? That's literally all we're doing right now. One is primary target. Overreaching, large mission objective that's gonna last maybe a couple years to get to that ranking. One are niches. Quickly, you can get there. Quickly, you can start getting leads coming in. So sample niche goals we have here. So here's formulas. Venue name plus wedding photography. Popular photography location engagement. Small city name wedding. Ask a frequent question. Okay, let me guess. In the arena of boudoir. Julia, do your clients ask a particular, frequently asked question? What to wear? I wonder if you searched what to wear boudoir photography if you might find a whole bunch of keywords that you could write about. Right? And you would simply name the article whatever the most commonly searched thing is. Every one of you will have that for your businesses. Frequently asked questions that apply to your genre of what it is that you do, and what you're gonna do is create education around it. 'Cause this is the important fact. That you can still succeed without ever ranking for one of your main keywords. Your main keywords, that's that far object off in the distance, and you know what? It's okay if you never get there. If you never list on the front page of Google for that one keyword, not a biggie. We didn't for many, many years. But we ranked well for all the other stuff. All the niches and all the targets and all the other places? We got those real quick. Pye, we do have a question from Dani Hamm, who says that she lives in an area with three tiny cities right next to each other, so does she need to put all three of those, can she put all three of those in her keywords, or would people have to use all three of those to pull up her listing? So, if you're, can you kind of stack keywords on top of each other, people don't have to be searching for all of those things? Well, what I would do is in your possible keyword combinations, list out each of those areas, and see if one of those areas got more traction than another. And if they did, I would pick that one first. And then I would make the other ones your sub or your niche categories. If that makes sense. Aim for, your main goal should always be the biggest local market that you want to frequently serve. It should be the place that if you did get a lot of clients and you had to drive to every single day or however often it was, you'd be okay with that. Which is why like, you generally set destinations. Like for example, if you're a destination photographer. You do adventure photography, couples adventure stuff, like all that kinda cool stuff. You definitely want to set up niches around the places that you want to go. 'Cause you will go to those places. So you set up ten different niches for, you know, all the countries and all the places that are popular destinations that you like going to, 'cause otherwise you're gonna spend your time going to places you don't like, and we experienced this when we targeted Los Angeles for a long time. Do you know how often we were driving to Los Angeles to do engagement shoots? And that becomes very burden. I know it sounds like a first world problem right now, it's like, oh my god, you have to drive, life's hard. That's not what it is. It's like, dude, if you gotta do that 50 times in a year to do a portrait session which only lasts maybe an hour or two, that's a huge hit on the overall profitability of that shoot, because you're driving three hours each, like both there and back to get there. So it's targeting the places that one, you can serve easily, two, the ones that get the most visibility for the main, and making the other ones the outside areas, the niche topics. Uh, so what if you have a studio in one city, but you wanna target families that might live in surrounding cities, so for instance, in Orange County. If I have a studio in Orange, city of Orange, but I wanna target Yorba Linda, Anaheim Hills, how would you go about doing that if they're coming to you rather than you're doing a shoot in, say, Anaheim Hills? On location? You would do exactly what you just said. You would target those local cities as Yorba Linda family photographer. Like, that would be a, you'd, again, focus on one area as your main, the surrounding areas would become niche goals, and these become, they're not basically, on your homepage. The main objective, the main keyword, is for your homepage, which you'll see soon. The niche ones, that's why you can have a lot of them, because those are for sub-pages. Those are for secondary pages on your site, third, tertiary pages on your site. There's no limit to those. You guys want an example of this? Go to and look at venues. And you'll see, we've targeted every single venue that we wanna work at. I have a question on keywords from Eric who says do sites created from Squarespace, Wix, some of the things that you mentioned earlier, do those rank as well as some custom sites? Do you know if that matters, or is it mostly keywords in terms of SEO? Yeah, so it can matter. Generally, Squarespace, Wix, all these publishers that are putting out good stuff now. They know. They know the importance of SEO. They know the importance of content. And you can see that it says like, SEO-ready. You can see that it says SEO-optimized. You can see that it says all that. That doesn't mean that they did the work for you. That just means that the site itself will serve content in a way that can be searched by search engines. What was the kind of, bane of SEO was flash. Where you have Windows, JavaScript, all that kind of stuff where everything was embedded inside. Remember those flash templates and flash everything? Those weren't searchable from Google site. So whatever you did in that was invisible. Those days are kind of long and gone. Most everybody's using HTML5 right now or something beyond, everything comes SEO-ready, you can see the stamp of approval. SEO-optimized, SEO-ready. That's what you're looking at. What you wanna make sure is that it's easy to add pages. Easy to add secondary pages, easy to add third-layer pages, which we're gonna talk about. So when you're looking at the particular website that you're looking at, you wanna make sure it's easy to add more and more content and to organize that content. And that's where at some point, having a custom designed website, can be a benefit, but it's down the road. You don't need to worry about it right now.

Class Description

The content and opinions expressed in this course are for informational purposes only and not for the purpose of providing legal advice. You should contact your attorney to obtain advice with respect to any particular issue or problem

Build a business and get people to spend money on your photography. Award-winning photographer and co-founder of Lin and Jirsa Photography Pye Jirsa will walk you through the first 12 weeks of building your business. With his relatable and actionable teaching style, he’ll explain how to define your product as a photographer and determine where it fits into a consumer mindset. You’ll learn the steps to creating a brand, pricing yourself confidently, sales techniques, and basic marketing practices. This class covers everything you’ll need if you’re considering photography as a job, including:

  • Where to position yourself in the market
  • Branding your business to attract your ideal client
  • Pricing and basic financing
  • Creating a business plan
  • Setting up a portfolio
  • How to get your first customer in the door
  • Getting leads on new clients
  • Understanding sales
  • The psychology of a buyer

Pye has built multiple successful businesses from the ground up and this course includes your 12 week road map to launching your business.


  1. Class Introduction
  2. Common Myths & Unknown Truths
  3. The Road Ahead
  4. Find Your Passion
  5. The Lin & Jirsa Journey
  6. Part-time, Full-time, Employed, Partners?
  7. Stop Wasting Time & Money
  8. Your 12 Week Roadmap
  9. Great Plans Still Fail
  10. Strategy Vs. Planning
  11. Mind Mapping
  12. Select a Focus
  13. Competitor Research
  14. S.W.O.T. Analysis
  15. Strategy & Long Term Goals
  16. Values, Vision & Mission
  17. Effectively Managing Your Time
  18. Artistic Development
  19. Create Your Plan
  20. What's Your Product
  21. Luxury vs Consumer Products & Experiences
  22. Quick Break for Econ 101
  23. Your Target Market & Brand Message
  24. What's in a Name
  25. Your Client 'Why'
  26. Crafting the Why Experience
  27. Document the Client Experience
  28. Business Administration Basics
  29. Book Keeping Management
  30. Create the Logo & Branding
  31. Portfolio Design
  32. Design Your Services & Packages
  33. Pricing Fears & Myths
  34. Three Pricing Methods
  35. Package Pricing Psychology & Design
  36. Psychology of Numbers
  37. Pricing Q&A
  38. Grass Roots Marketing
  39. The Empty Party
  40. Friends & Family Test Shoots
  41. Join Groups
  42. Second Shooting Etiquette
  43. The Listing & Classified Hustle
  44. Make Instagram Simple
  45. Your Automated Pinterest Plan
  46. Facebook Because You Must
  47. Giveaway & Styled Shoots
  48. Content Marketing & SEO
  49. The Monster: SEO
  50. Selecting Your Keywords
  51. Testing Your Keywords
  52. Grouping Main & Niche Goals
  53. Your Content Road Map
  54. Content Marketing Q&A
  55. Inspiration to Keep Working
  56. How to Craft Your Content
  57. Internal Linking Basics
  58. Back Link Building Basics
  59. Link Value Factos
  60. Measuring Link Value
  61. Link Building Strategy & Plan
  62. Link Building Plan: Vendors & Guest Writing
  63. Link Building Plan: Features, Directories, Comments
  64. Link Building: Shortcuts & One Simple Tool
  65. What is Sales? Show Me!
  66. Your First Massive Failure
  67. The Sales Process
  68. Your Second Massive Failure
  69. Understand Buyer Psychology
  70. Step 0: Building Rapport & Trust
  71. Step 1: Identify Need or Want
  72. Cognitive Dissonance
  73. Steps 2 & 3: Value Proposition & The Solution
  74. Step 4 : Close, Make the Ask
  75. Step 5: Follow Up & Resolve Concerns
  76. Family Photography Hot Seat
  77. Business Example Hot Seat
  78. Boudoir Photography Hot Seat
  79. The Best Sales Person
  80. Your Mindset, Vibrations & Frequency
  81. Always Positive, Always Affirming
  82. The Second Money & Dual Process
  83. Chumming the Price Waters
  84. Creating Want or Scarcity
  85. Timeless Advice on Being Likable
  86. Selling Over The Phone
  87. Forbidden Words in Sales


Angela Sanchez

This class has been an eye opener for me; a point of change in my vision as photographer. Pye is and AMAZING, INSPIRING, GENEROUS instructor, with an, authentic desire to help people and to share with them the best of his knowledge. I will not have enough words to say thanks to Pye Jirsa, as a teacher and as a human being, and thanks to Creative Live who allows us to benefit from the experience of such a knowledgeable, educated, well-versed photographer and instructor. 1000% recommended!

Yenith LianTy

Been following this guy forever. Pye Jirsa may be well known in the wedding & portrait photography world and if there is something that this guy knows it is how to create a business, a sustainable one. The workbook he provided is comprehensive, and I honestly wish I had this when I first started out as a photographer! I love that he talks about his failures, keeping it real and honest for anyone starting out. He is definitely one of the best instructors around, super humble, down to earth and with a sense of humor to boot. The course is worth it! THE WORKBOOK is AMAZING! SUPER DETAILED!

Tai Hsin

I saw the live broadcast and it was amazing. Pye is one of the best instructors and inspirational photographers.. there are two type of ppl.. one who has the knowledge and doesn’t know to teach another who has the knowledge and knows how to get it through.... I still didn’t purchase this as I am saving for my daughters entrance fee for collage... :) Anyways he’s one of the best instructors and a good friend.... very humble and always cracks jokes.... Keep inspiring and keep teaching.... my blessings are always with you pye.