SEO Case Study: How a Photography Business Increased Booking Leads by 165%
In April 2025, a Santa Fe photography business partnered with Goforaeo because booking inquiries were not steady. Their work was strong, but they were not visible enough in local searches, and the website did not guide people toward contacting them. Over the next 8 months, we used SEO to improve rankings, build trust, and turn more visitors into booking leads.
This case study covers the location, dates, tools used, monthly actions, and the real before vs after proof. Paragraphs are kept short and easy, with bullets used where they make the steps clearer.
Business snapshot: Santa Fe, New Mexico
This business focused mainly on wedding photography, elopements, family portraits, and brand headshots. Many clients were visitors planning Santa Fe trips, so the website needed to answer planning questions clearly. Most people searched on mobile and compared multiple photographers before they sent a message.
They served Santa Fe and nearby areas like Tesuque and Eldorado at Santa Fe. They also accepted select projects in Taos when the fit was right. This made local SEO and location relevance important from day one.
What we counted as a booking lead
To keep results genuine, we counted only real booking intent leads. We did not count spam, vendor pitches, or vague messages that were not related to hiring.
Booking leads tracked:
- Contact form submissions from organic search landing pages
- Click to call actions from organic traffic
- Booking requests through the scheduling link
- Inquiry emails that started from the website
- Google Business Profile actions that later became real inquiries
Filters used:
- Removed spam and bot form submissions
- Removed vendor and partnership messages
- Tagged calls by quality using call tracking notes
Starting point: April 2025 numbers before SEO work
Before SEO, the website looked good but lacked clear service pages that matched how people search in Santa Fe. Most pages were gallery style, with very little text to help Google rank them. The inquiry path was also not clear enough, so visitors often browsed and left.
Their Google Business Profile existed, but it was not active enough to compete. Reviews were not coming in regularly, and the profile did not have fresh content that builds trust.
Baseline metrics for April 2025:
- Location: Santa Fe, New Mexico
- Organic sessions: 720
- Booking leads from SEO sources: 20
- Google Business Profile actions: 180
- Keywords in top 3 positions: 6
Results: November 2025 after SEO work
By November 2025, the business was showing up for the searches that bring real clients. The biggest change was lead consistency. Inquiries started coming even during weeks when referrals were quiet.
Results for November 2025:
- Organic sessions: 1,980
- Booking leads: 53
- Google Business Profile actions: 510
- Top 3 keywords: 21
Before vs after proof:
- Booking leads: 20 in April 2025 to 53 in November 2025
- Growth: 165% increase in booking leads
Where the proof came from: tracking and reporting sources
We used tracking tools that made lead growth measurable. This helped avoid guesswork and made it easy to compare month to month progress.
Tools used for proof:
- Google Analytics 4: sessions, conversions, form submissions, click to call
- Google Search Console: query growth, page clicks, indexing
- Google Business Profile Insights: calls, website clicks, directions, engagement
- Looker Studio: monthly dashboard view for reporting
- Call tracking: separation of organic calls from other sources
Tools used: execution tools that supported results
These were the tools used to find issues, plan content, and improve performance. We kept the tool stack focused and practical.
SEO and audit tools:
- Screaming Frog: crawl issues, redirects, metadata checks, internal linking gaps
- Ahrefs and Semrush: competitor research, keyword mapping, link opportunities
- PageSpeed Insights and Lighthouse: speed checks and mobile performance fixes
- Local Viking: map visibility checks across Santa Fe areas
- Hotjar: quick checks on user behavior and inquiry drop offs
Image and site tools:
- Image compression and format tools: reduce file size without losing quality
- CMS SEO plugin tools: metadata, indexing settings, and page structure control
The first 10 days: what was actually causing low leads
This was not a talent problem. It was a clarity and search visibility problem. Google did not have enough signals to rank the site for high intent searches, and visitors did not get enough information to feel ready to contact.
Main issues we found:
- Core service pages were missing or too thin
- Santa Fe intent was not used naturally on key pages
- Internal linking was weak, so important pages were not supported
- Images were heavy, slowing mobile load time
- Google Business Profile was not active enough
- Inquiry path was not obvious on mobile
Strategy overview: what we did and why it worked in Santa Fe
Photography is trust based. People want proof, style match, and a smooth booking experience. SEO had to support rankings and also make visitors feel confident enough to reach out.
Our SEO strategy had 3 connected parts:
- Build strong service pages that match real Santa Fe searches
- Improve Google Business Profile visibility and trust signals
- Improve conversions so traffic turns into booking leads
Phase 1: foundation and tracking improvements
We started by fixing measurement and site structure. Once tracking was correct, we could see which pages created leads and which pages needed improvement. This also helped us avoid spending time on content that would not convert.
Key work completed:
- Set up GA4 conversion tracking for forms, calls, and booking link clicks
- Checked Search Console indexing and fixed coverage issues
- Improved navigation so service pages were always easy to reach
- Fixed broken links and duplicate metadata
- Added LocalBusiness and service related schema on key pages
Phase 2: service pages rebuilt for real search intent
From May 2025 onward, we rebuilt pages so each service had its own clear landing page. This helped Google understand relevance and helped visitors land on the page that matched their needs.
Core service pages improved:
- Wedding Photographer Santa Fe
- Elopement Photographer Santa Fe
- Family Photographer Santa Fe
- Headshots Santa Fe
What we added to these pages:
- Clear process steps: inquiry to final delivery
- Simple pricing guidance: ranges and what affects cost
- FAQs based on real questions and Search Console queries
- Testimonials and proof from past clients
- Strong calls to action placed naturally through the page
Phase 3: Google Business Profile improvements for maps visibility
Local map results matter a lot for photographers because people want someone nearby and trusted. We treated the profile like a weekly routine so it stayed active and relevant.
Google Business Profile actions done consistently:
- Updated categories and services based on what ranked locally
- Posted weekly updates and seasonal availability notes
- Uploaded new photos twice per month
- Added Q and A topics like turnaround time and travel details
- Built a review request habit tied to gallery delivery timing
Phase 4: content that attracts couples and travelers planning Santa Fe sessions
Santa Fe has a strong travel and destination market, especially for elopements. We wrote planning content that was helpful first, and keyword smart second. That content brought traffic, built trust, and sent visitors to service pages.
Content topics we created:
- Best places for elopement photos in Santa Fe
- What to wear for desert portraits in Santa Fe
- Golden hour timing in Santa Fe by season
- Indoor photo ideas for windy days
- Planning timelines for small weddings and courthouse style elopements
How we used that content:
- Each blog linked naturally to a matching service page
- Each blog included real examples and simple next steps
- We updated topics based on Search Console query data
Phase 5: image SEO and speed improvements without harming photo quality
For a photography site, speed issues often come from large images. We improved performance while keeping the premium look. This mattered because most users were on mobile and slow pages reduce inquiries.
Image and speed improvements:
- Compressed large images across galleries and blogs
- Improved lazy loading so images did not block page load
- Renamed image files using descriptive names
- Added simple alt text that described the scene naturally
- Reduced heavy scripts where possible on high traffic pages
Conversion improvements: turning visitors into booking leads
SEO traffic only matters if it becomes inquiries. We made small but important changes to improve the booking path and reduce hesitation.
Conversion work done:
- Simplified the inquiry form and reduced unnecessary fields
- Added clear “what happens next” sections on key pages
- Added a sticky contact button for mobile
- Improved contact page clarity and added a short response time note
- Added more trust signals: reviews, testimonials, and location cues
Monthly progress: actions and results (April 2025 to November 2025)
April 2025: setup and baseline month
We set up tracking, reviewed competitors, and built a keyword map for each service. We crawled the site and planned a structure that clearly separated weddings, elopements, family sessions, and headshots. This created the base for the months ahead.
April 2025 results:
- Organic sessions: 720
- Booking leads: 20
- GBP actions: 180
- Top 3 keywords: 6
Work completed:
- Tracking setup completed
- Full site audit completed
- Keyword map completed
May 2025: service pages start getting rebuilt
We rewrote two key pages and improved internal linking so Google could understand priority pages better. We also simplified the inquiry form for mobile. These were early changes, but they started pushing the right direction.
May 2025 results:
- Organic sessions: 810
- Booking leads: 24
- GBP actions: 205
- Top 3 keywords: 7
Work completed:
- 2 service pages rebuilt
- 12 internal links added
- Inquiry form updated for better conversion
June 2025: content and Google Business Profile activation
We published planning content and started weekly posting on Google Business Profile. We uploaded fresh photos and launched a review request process after gallery delivery. This improved trust and started boosting local actions.
June 2025 results:
- Organic sessions: 930
- Booking leads: 28
- GBP actions: 240
- Top 3 keywords: 9
Work completed:
- 2 blogs published
- 4 GBP posts added
- 18 photos uploaded
- 5 reviews gained
July 2025: weddings and elopements become the main growth driver
We rebuilt the wedding page and launched an elopement page that matched high intent Santa Fe searches. We added FAQs and testimonials, and improved calls to action across the site. This month often marks a turning point because pages start ranking stronger.
July 2025 results:
- Organic sessions: 1,120
- Booking leads: 33
- GBP actions: 295
- Top 3 keywords: 12
Work completed:
- 2 major service pages launched
- FAQ blocks added to key pages
- Internal link clusters created to support them
August 2025: image SEO and speed improvements
We optimized images across galleries and older blog posts. We improved mobile performance and cleaned up metadata on older content. Google Business Profile activity stayed consistent with weekly posts and new photos.
August 2025 results:
- Organic sessions: 1,340
- Booking leads: 38
- GBP actions: 340
- Top 3 keywords: 15
Work completed:
- 120 images compressed
- 35 images renamed
- 35 alt texts added
- 4 GBP posts and 22 new photos uploaded
September 2025: expand into family sessions and headshots
We improved the family page and strengthened the headshots page. We also published content that targeted planning questions and seasonal weather concerns. Citations were cleaned up for consistency, which supports local trust.
September 2025 results:
- Organic sessions: 1,560
- Booking leads: 44
- GBP actions: 405
- Top 3 keywords: 17
Work completed:
- 2 service pages improved
- 2 blogs published
- 15 citations updated
- 6 reviews gained
October 2025: local partnerships and authority building
We earned local mentions from wedding vendors and improved portfolio pages around popular Santa Fe venues. We added more testimonials and created a simple planning checklist to increase engagement and page value.
October 2025 results:
- Organic sessions: 1,780
- Booking leads: 49
- GBP actions: 465
- Top 3 keywords: 19
Work completed:
- 2 local links earned
- 1 checklist created
- 8 testimonials added
- 4 GBP posts posted
November 2025: conversion refinements and confirmed 165% growth
We reviewed session recordings to see where people hesitated. We improved the contact page, strengthened internal links to booking pages, and kept Google Business Profile activity steady. This month made the growth clear when compared to April.
November 2025 results:
- Organic sessions: 1,980
- Booking leads: 53
- GBP actions: 510
- Top 3 keywords: 21
Before vs after proof:
- Booking leads: 20 in April 2025 to 53 in November 2025
- Growth: 165% increase in booking leads
Work completed:
- Contact page improved
- 10 internal links added
- 4 GBP posts and 16 new photos uploaded
- 4 reviews gained
Why this worked: the simple reasons behind the growth
This worked because we built pages that matched real Santa Fe searches and made the booking path easier. Service pages were clear, local intent was strong, and visitors got enough details to trust the business before they reached out.
Google Business Profile also played a big role. Regular posts, photos, and reviews increased map actions, and those map visitors were often ready to inquire quickly.
Key takeaways other photographers can use
If you want similar results, focus on the basics done consistently. Start with tracking and page structure, then build service pages that match high intent searches. Keep Google Business Profile active every week and ask for reviews in a simple way.
Also, do not ignore image speed. Fast pages help rankings and help inquiries, especially for mobile users. When content, local trust, and conversion work together, lead growth becomes predictable month to month.