How to Launch a Photography Business

Lesson 49 of 87

The Monster: SEO


How to Launch a Photography Business

Lesson 49 of 87

The Monster: SEO


Lesson Info

The Monster: SEO

This is a daunting one. The monster. This is Mordor, you know, like, we're going into Mordor right now. Don't worry. Relax. It's okay. This is Chris's line. It's not, every time we bring someone new in for SEO, Chris is like, relax. It's not rocket science. It's gonna take a little bit of time, that's it. Understanding keywords. This is a keyword, okay? San Francisco wedding photographer. This is a keyword. New York portrait photography. Tucson newborn photography. Salt Lake City pet photographer. Do I know right now whether each of these has a market to actually buy? Not really. That's gonna be based on your competitor research. If you see a lot of pet photographers in an area, that's kind of your proof. Your competitors, you know how we talked about that? When you research your competitors in an area, if there are competitors competing there, the more that there are, the more proof that that's actually viable as a business in that area. But those are the keywords that we're looking a...

t. Areas. It's literally what you would type into a search engine, is it not? What is the name of this class, guys? Anybody, raise your hand, tell me the name of this class. Anyone? (woman speaks without microphone) Say it into the mic. How to launch a photography business. That's not the sexiest title in the world, is it? Do you think it might be someone, something someone would put into a search engine? Yeah, well, maybe. There might be other search words before, keywords. The name of this class is based upon the two most likely things that people are gonna put into a search engine. How to start a photography business and how to launch a photography business. Huh. Why'd they name the class that? This is the SEO that I want you guys to do. This is understanding keywords. And the simple side of understanding keywords is placing relevant keywords in the areas... You're gonna learn the nitty gritty. This is the simple. The content that you write should have the relevant keywords for the person looking for it. Why did we identify a friggin' persona? Because we need to know what the people we're targeting and what they're looking for when they search. Okay. So if understanding keywords is simply about understanding the words and phrase used in the copy of a site. About page, title, URL, copy, image names. And all we need to do is select keywords that our target market would be using, that makes the first part of SEO very simple. That's just simply understanding keywords, right? Pretty basic, yes? Okay. Pause. Go back to your persona. If you need to draw out multiple personas, fine, but craft the personas. Know who you're actually targeting and know what are they gonna be searching. We're gonna help you with that part, too. So this was our persona. So what would Karishma... Don't go looking up Karishma Patel. I'm sure you can find one. It's not this person, though. This is a fictitious person. Poor Karishma Patel out there. Some Karishma is gonna be, like, hit up by 10,000 people, like, hey, you were on Creative Live. I feel really bad now. I should've, like, I don't know, not used a name. But this is a keyword phrase that a Karishma would look up in Google. The keyword is the category. It's the subject that we're talking about, right? Now, how it shows up, the first step is properly categorizing the content by putting in the keywords. That's step number one. Step number two is raising your authority of your site so that the way it displays in Google or a search engine is up to the top. Do you understand what that means? So if I were to simplify it down to two things, SEO is two things. First, properly categorizing your content with keywords. Step number two is proving to Google that your content is important. That's a lot easier to bite off and chew, right? Now, there's a lot of things that go into each of those components, but that's as simple as the game is. Once you have it categorized, great. That doesn't mean you're gonna show up at the top of Google, because now Google simply knows what your category is. What you have to do now is tell Google I'm important enough to be towards the top of your listing. So rank and position. These are things that are dependent upon page quality, quantity, inbound links, outbound links, domain age, site speed, internal linking structure, hundreds of other factors. And the problem is I could teach you every single one of them, but they're always changing, and every search engine has its own algorithm, and the algorithms are proprietary. They don't go and tell you what they do. So what I can give you is a structure of good SEO practices and a simple framework to follow that'll work. It'll work. It'll take a little bit of time and a little bit of effort on your side, but it's gonna work. I'm also gonna be completely clear about this. This arena... This is the beauty of having partners, because we're about to dive into Christopher Lin's arena of our business. This is his subject, his expertise. Do I know a lot about it? Sure, I do. I can teach anybody that's a few years into their business about SEO. But I will tell you this, if you ask me a deep, dark, hairy question about SEO that probably doesn't really matter, I will tell you I don't know. I'm not gonna lie about any of these things, because these things constantly change. Chris is the one that's tasked to keep up with every single one of them. But I can give you the framework that's gonna get you to the top of Google over time, and it will work. Why do we target Google? Because, well, all the other search engines are following the same principles, but they're doing different weighting factors, okay? We're gonna talk about those principles shortly. But if 75% of online search is Google, we probably wanna use the practices that are best for that engine that has the most traffic and let the other ones pick us up as needed. And if we need to, we can learn more at that time. But getting your business started, for the first few years, do this, and then if you want to, you can source it out to somebody else to handle, or you could better yet bring somebody in to do it for you.

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.