Portfolio Posts: SEO-Strong Blogging to Display Recent Work
This article is designed to help you create a SEO-strong portfolio blog post. It covers the ten key metrics that should be worked into blog posts displaying your most recent work. If you’re a photographer or artist, this article is for you!
For SEO-strong topical content-driven articles, please see On-Page SEO for Topical Posts.
This tutorial is best viewed on a desktop or tablet. (And with a pen and notepad, and a cup of coffee 🙂 )
Displaying Recent Work: SEO-Strong Portfolio Posts
By portfolio posts, I’m referring to any image-focused post where a photographer or artist displays their work. Before we look at the 10 key metrics required for SEO-strong blogging, let’s talk about keywords.
Any post or article begins with an idea … more precisely, an idea captured in a keyword phrase. That is, if you intend your post or article to perform well in search results.
However, unlike content-driven topical posts which are rich in keyword phrases, displaying your recent work or sessions means your pool of keyword phrases is limited. Why? Because you don’t want to use the same phrase repeatedly. In fact, you should ideally aim to use a keyword phrase just once, or you end up competing against yourself!
The biggest mistake I see photographers make is churning out reams and reams of blog posts all anchored by the same keyword phrase. Not only are they competing with themselves but they run the risk of duplicate, spammy-looking content that Google actively frowns upon. (On this note, don’t add multiple tags with variations of your keyword phrase either. Tags no longer mean anything in terms of SEO, but too many of them can look like spam and count against you.)
What do you do?
Keywords & Best Practice
Get this down for good. First, build your site’s Home page around your primary keyword phrase (and other main pages around keywords pertinent to niche areas). Second, create blog posts around similar but distinct keywords that supports these main pages (rather than competing against them).
For example, if “maternity photography” is the primary thing you do, your Home page should be built around this phrase. (If “maternity photography” is one of your niche areas, you should build a main page, like a focused maternity gallery, around it).
If you now create a blog post focused on “maternity photography,” you’re undermining your own Home page. Instead, create a post around a related or shoulder keyword. “Pregnancy photography” or “expecting mum photography” are two related keywords phrases you could use. “Before the stork arrives” or “what to do while you’re expecting,” are two playful shoulder phrases that would work. (Note: they’re shoulder because they don’t directly reference “maternity” or “photography”.) Got it? Good.
PS. I’ll offer some more suggestions below.
Creating a Portfolio Post with 10 Key Metrics in Mind
For our example, we’re going to pretend that our business name is Panoramic Views and our primary focus is landscape photography. Assume that we’ve built our Home page around that phrase and we also have a main page that is a dedicated image gallery of our best work.
Now, we’re going to create a portfolio post to display our most recent work. We’re going to build it around the keyword “scenic photography,” which is a related phrase of “landscape photography.”
(Toggle the green buttons to open details of each key metric. Then toggle to close before opening the next button so that you can view each metric’s details alongside the example.)
That’s it! I hope this example proved helpful. (I chose landscape photography for two reasons: first, to avoid competing with many of my clients, and second, to prevent verbatim copying of the example, which would lead to duplicate content problems.) I do recommend viewing the related post on creating SEO-strong topical posts. It will give you a second example from which to learn.
You can get our 43-page PDF, How to Write a Blog Post that gets Google, along with two other crucial guides (including building a social media strategy), as part of our 3-in-1 product bundle. [As a client, you’ll get this product bundle free.]
With more tricks than a Swiss knife … and multiple screen shots, it covers on-page SEO far more comprehensively.