Feeling overwhelmed about how to best utilise ChatGPT for photographers? More than ever, potential photography clients are turning to AI-driven search tools instead of simply typing keywords in Google.

They’re asking questions like:

• “Who’s the best wedding photographer in London?”
• “What should I include in my destination wedding photography package?”
• “Which family photographer in Dorset offers outdoor beach shoots?”

When a user asks an AI tool to find a photographer, it filters through available businesses and “recommends” the ones that best match the request. As a photographer, you want to be that business!

This blog post will cover:

• How traditional SEO overlaps with what AI search tools require
• Where and how you need to adapt beyond standard SEO
• Concrete best-practices for showing up in searches and getting recommended
• Local-search tips
• What not to do
• Specific photography-industry angles and examples

A quick note: You’ll see us use “recommend” with quotation marks here, because AI isn’t giving personal opinions like a human would—it’s simply pulling options based on what it can read about you online and how a user phrases their search.

Why AI Recommendations Matter for Photographers

AI search tools like ChatGPT and Google Gemini signal a transformation in how clients discover local service-providers. Instead of browsing through pages of links and hoping they pick the right photographer, users might turn to AI to ask specific questions. 

For example— “Can you find a wedding photographer in Somerset who does natural, documentary-style weddings and has great reviews?” The AI doesn’t list every photographer—it picks a small handful that match those exact details.

For a photographer, being on that recommended list can mean fewer ad spend, higher-quality leads, and more direct bookings. And the good news: many photographers are still doing SEO the “old way,” so this is a chance to get ahead.

SEO vs AI Recommendations

Let’s take a look at the difference between getting found online through traditional SEO {Search Engine Optimisation} and AEO {AI Engine Optimisation}.

How SEO + AI Overlap

Much of what you’re already doing for Google still matters for AI:

• Creating helpful, high-quality content that addresses client questions
• Clear service pages, good visuals, fast-loading site
• Local SEO basics (location, service area, Google Business Profile)
• A strong portfolio + testimonials demonstrating trust and experience
• Clear website structure with accurate and descriptive meta titles, descriptions, heading tags, etc

The Key Differences

Here are several ways that AI-recommendation logic differs from “classic” SEO:

1. Brand clarity and niche:

AI needs to categorise you. If you’re “a photographer for all occasions,” AI can’t confidently “recommend” you. If you’re “a documentary-style wedding photographer in the Cotswolds for adventurous couples,” it can. 

AI search isn’t just looking for keywords like Google does—it needs to understand what you specialise in so it can decide whether you’re the right fit for a specific question.

Google can show lots of photographers who match a search, but AI has to narrow it down to a small handful, so it favours businesses with clear, confident positioning. In other words, it’s not enough to be “findable”; you need to be easily categorised so AI can recognise who you are, who you serve, and when you’re the best match.

2. Structured, clear information:

AI tools need straightforward information they can easily read—things like headings, FAQs, bullet points, and clear breakdowns of what’s included.

But that doesn’t mean your whole website should read like a take-out menu.

You need to speak to a human first: share your personality, your style, what makes the experience special, what makes your work unique, what your clients value most about you, etc.

Then, once someone understands the value, that’s when the clear details {pricing, what’s included, where you work, how it all works} become helpful instead of reducing you to a menu of services. Put simply: emotion builds desire, clarity supports the decision. Do both, and you’ll attract clients while giving AI the structure it needs.

3. Footprint beyond your website:

AI looks at what other sites say about you—mentions, features, reviews, awards, guest posts, directories. It’s about external authority, not just your site’s internal metrics.

In simple terms, your website alone isn’t enough for AI to trust you. It needs to see proof that other people recognise your business too. The more your name appears across credible places online, the easier it is for AI to understand who you are, what you specialise in, and when you’re the right match for someone’s search.

So if you’ve been waiting to apply for features and collaborations, take this as your sign to make it a priority!

4. Visual intelligence: 

Modern AI can now analyse images the same way it reads text—it can identify locations, lighting styles, moods, posing, colours, and even whether a photo looks candid, posed, natural, dramatic, airy, dark, or editorial.

That means your portfolio isn’t just showing clients what you do, it’s giving AI visual proof of your style.

If your website shows a mix of every genre and aesthetic {for example, light-and-airy newborn sessions next to dark, moody weddings and bold branding portraits}, AI may struggle to categorise you clearly and won’t be confident putting you forward when someone asks for a specific style.

To help AI understand your work, be intentional about the images you showcase. Remove outdated or off-brand photos, group similar styles into clear categories, and ensure the overall look of your portfolio reflects the niche you want to be associated with.

Think of it this way: your most consistent work should lead the page, and anything that confuses the message should be removed or moved to a separate portfolio. You don’t have to stop shooting different things, just make sure that what you display aligns with the work you want to be found for.

5. Evolution:

AI search is still developing. What works today may shift tomorrow. You need a mindset of testing, adapting, measuring.

Best Practices for Photography Businesses to Get Recommended by AI

Here’s a practical guide you can follow step by step.

1. Define Your Niche Ultra-Clearly

Write down your niche using this format:

“I’m a [style] photographer specialising in [type of shoot] for [client type] in [location & surroundings].”

Example: “I’m a documentary-style wedding photographer specialising in relaxed, outdoor weddings for creative couples in the Lake District.”

That instantly gives AI anchor points: style, client, location.

Action steps:

• Rewrite your homepage heading with that sentence
• Use the same phrase in your Instagram bio, Google Business Profile, and any other online presence you have
• Ensure portfolio and website reflect that positioning
  
  

2. Use Simple, Specific Wording Everywhere

Avoid vague, poetic language that’s hard for AI to understand.

Instead of: “Capturing the essence of your special day in timeless imagery.”

Write: “Documentary wedding photography for relaxed couples across Cornwall.”

Action steps:

• Add heading tags to your website {H1, H2, and H3} that include this information
• Name your services clearly
• Add meta titles and descriptions that match this wording
  
  

3. Create Helpful Content That Answers Client Questions

AI-driven search thrives on question-and-answer content. Instead of short, surface-level posts, AI favours in-depth, specific articles that answer real questions people are actually asking—especially those niche topics that haven’t been covered a thousand times already.

Topic ideas:

• “What to wear for a winter engagement shoot in Yorkshire”
• “How many hours of photography coverage do I need for my day-after session?”
• “Tips for beach family photo sessions in Dorset”
• “Why you should hire a documentary newborn photographer instead of studio portraits”

Structure your content:

• H2 headings with question-phrases
• Bullet lists of tips
• “What’s included” tables
• FAQs on each service page
• Internal links to your service pages
  
  

4. Add Clear Structured Information

Clear information doesn’t just help AI understand your services, it also helps clients feel confident enough to contact you. This isn’t about clever wording, it’s about how the most important details are laid out so they help people find you and feel ready to book

Pricing: 

If you don’t want to show your full package breakdowns online, include a clear “starting from” price and “average client spend.”

This sets expectations, prevents price-shoppers from wasting your time, and gives AI something concrete to reference when a user searches with budget-related questions {e.g., “photographers under £2,000 in Cornwall”}.

A simple starting point like “Investment from $2500” still protects your value while helping both humans and AI understand the ballpark.

FAQs:

Instead of one generic FAQ page covering every type of photography you offer, each service page should have it’s own FAQ section to answer the questions that specific clients are most likely to ask.

For example…

Weddings:

• Timeline
• Travel fees
• Hours of coverage
• Second shooter
• Weather backups

Newborn:

• Age window for sessions
• Safety
• Studio vs at home
• Siblings
• What to bring

Family:

• Locations
• Outfit guidance
• Weather rescheduling
• Pets
• Best times of day

When FAQs are service-specific, clients feel understood, anxiety drops, and enquiries increase. And AI sees stronger topic relevance, which helps your page show up for more specific queries.

Your Process:

Don’t assume clients know what working with a photographer involves. A clear process overview reduces hesitation and builds trust before price even becomes a factor. Present your workflow as a simple sequence {e.g., Enquiry → Consultation → Shoot Day → Editing → Gallery Delivery} and briefly explain what clients can expect at each step.

This isn’t just about information—it’s sales psychology. When clients understand exactly how it works, they worry less about price and more about whether you’re the right fit.

And when AI sees an organised process, it can confidently associate your business with service-based searches.

5. Strengthen Your Local Search Signals

For photographers, local search is crucial.

Action steps:

• Create or claim your Google Business Profile. Fill in as much information as possible including: service area, hours, website link, portfolio album, and make sure everything is accurate and consistent across your platforms 
• Use consistent contact information across your website footer, contact page, Google profile, directories, etc
• Include your location in each service page, and ideally in the H1 heading
• Write local-guide blogs {e.g. “Best photoshoot locations in Santa Clarita, California”}
• Encourage client reviews to add locations
• Build backlinks {links that come from trusted sources to your website, which gives your website credibility} from other vendors in your area

All local search signals are great for both AI queries and SEO.

6. Build External Authority & Be “Featured”

AI doesn’t just look at what you say about your business, it pays attention to the proof it finds elsewhere online. If other websites, venues, blogs, or directories recognise your work, that acts like digital word-of-mouth, making it easier for AI to associate you with your niche and location.

For photographers, this can look like:

• Being included in “Best of” or location-based photographer lists (e.g., Best Wedding Photographers in Florida).
• Collaborating with venues, planners, stylists, or make-up artists and asking to be listed as a recommended supplier.
• Sharing press features or publication links on your website.
• Getting mentioned in local business networks, directories, or community groups.
• Entering and sharing photography awards {these act as strong external trust signals, even if they’re small or local}.
  
  

7. Experiment

Traditional SEO has been around long enough to feel {mostly} predictable, but AI search is still developing, which means the rules are going to change as technology gets smarter. Instead of setting your website once and never touching it again, treat your visibility like an ongoing experiment.

Simple ways photographers can test and improve:

• Use Google Search Console to see which keywords and questions are bringing people to your site.
• Ask AI tools directly what they base their answers on e.g. “Which documentary wedding photographers in the Lake District might fit this style?” Then look at the reasoning and improve the areas your site is missing.
• Refresh older content with new images, updated starting prices, clearer FAQs, and stronger examples—small updates can make a big difference {and shows your site is relevant for both AI and search engines like Google}.
• Track engagement on informative content, like blog posts and guides. Posts that get shared, linked, or read for longer time are strong signs you’re answering real questions clients have.
• Monitor local search signals like reviews, directory listings, mentions from vendors, and backlinks from venues—these often influence how confidently AI can connect you to your area.
  
  

Avoid these common mistakes:

• Don’t have vague positioning: If you say “I shoot weddings, families, newborns, events, headshots…” you dilute your brand. AI can’t place you clearly. Focus on a primary niche + spin-off services.
• Don’t ignore structure: If your site lacks structured data, AI has to guess what each page is. That guesswork may cost you being recommended.
• Don’t ignore visual alignment: If your images don’t reflect your stated niche, AI may see a mismatch and skip you. For example: claiming documentary weddings but only showing formal staged portraits.
• Don’t neglect your broader online presence: If you only have a website and Instagram, and no mentions, reviews, external authority, AI may assume you’re less trusted.
• Don’t bury your pricing or process: If clients can’t find starting prices or understand what you offer, AI can’t confidently recommend you. Keep the info accessible.
• Don’t rely only on social media: Instagram is great, but AI search tools often look at “web presence” rather than just one platform. Your website and other references matter.

Keep learning: AI grows more sophisticated each year. What worked in 2024 may change. Stay current. Monitor your analytics, and keep content fresh.

Frequently Asked Questions

Q: Do I need to upload all my portfolio images again because AI “reads” them?

A: No, you don’t need to re-upload everything—but it’s wise to optimise image filenames, alt text and delete old work that doesn’t reflect your current niche. Align your visuals with your niche.

Q: Do awards matter for AI recommendation?

A: Yes—AI tools often list photographers with a long list of recognition first. While awards alone won’t guarantee recommendation, they help build external authority.

Q: How many blog posts do I need?

A: Quality beats quantity. A handful of in-depth, well-structured guides answering very specific client questions can be better than a lot of average posts.

Q: Can I still use creative, artistic language on my site?

A: Yes—but pair it with clear factual sections. A combination of connecting with your audience, communicating your value and experience, and clear, practical features {bullet points, FAQ’s, process, pricing, etc} is the perfect mix.

Q: What about paid ads—do they affect AI recommendations?

A: Not directly, but driving traffic and increasing brand visibility helps. However, foundational work (niche clarity, structured content, authority) comes first.

By implementing these tips, you’ll not only continue to rank in Google, but you’ll be far more likely to be “recommended” by AI tools—increasing your visibility, credibility and leads in one go.