The Monster: SEO


How to Launch a Photography Business


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.


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