Beyond Google: The New Rules of Attracting Photography Clients — with BIPP President Jeff Brown

Message Nick and Steve here: AI is changing the way people search — and that could completely change how new clients find your photography business. In this episode of The Photography Pod , Steve and Nick are joined by photographer, author, mentor and BIPP President Jeff Brown for a fascinating conversation about what photographers need to know about the rapidly changing world of online search. For years we’ve been told that SEO, keywords and getting onto page one of Google are essential. But increasingly, potential customers aren’t simply typing “wedding photographer Bristol” into Google. They’re asking ChatGPT, Gemini, Claude and other AI tools much more detailed questions — and expecting them to recommend the right photographer. So how do you make sure they recommend you ? Jeff explains the growing importance of Answer Engine Optimisation (AEO) and why understanding the questions your ideal clients are asking may now be more valuable than obsessing over traditional keywords. We also get into the long-running debate about whether photographers should publish their prices online, why your website should be built around your customer rather than around you, and why testimonials shouldn’t be hidden away on a separate reviews page. Jeff shares some brilliantly practical advice on: • Why AI search is changing traditional SEO • How ChatGPT, Gemini and Claude find and recommend businesses • Why photographers should put prices on their websites • How pricing can actually improve the quality of your enquiries • The three jobs every photography website needs to do • Why your homepage may need a rethink • How to create dedicated service pages for different customers • Why most photographers are using blogs incorrectly • The difference between a useful blog and simply showing another wedding • How to create content based on the questions clients are actually asking • Why a detailed FAQ page could be one of the quickest improvements you can make • Why LinkedIn is massively underused by photographers • How photographers can use AI to help create content without producing obvious “AI slop” • Why good quality, genuinely useful content may actually level the playing field for smaller photography businesses There’s also a lovely twist towards the end of the episode when Steve asks Jeff how he originally discovered The Photography Pod. The answer? AI recommended us. Which rather proves the point of the entire conversation. If you run a photography business — or you’re thinking about starting one — this is an episode we think you really shouldn’t miss. Find Jeff Brown Jeff is President of the British Institute of Professional Photography (BIPP) and works with photographers around the world through his mentoring and training. His latest book, Help! My Photography Website Needs More Customers , looks specifically at many of the subjects we discuss in this episode. You can find Jeff through The Photographers Mentor , LinkedIn and Facebook. And as ever, if you enjoy the show, please follow or subscribe to The Photography Pod , leave us a review, and get in touch through the link in the show notes. We genuinely love hearing from you. Support the show The Photography Pod is twice monthly photography podcast for both working professionals and enthusiast photographers. The host Nick Church and Steve Vaughan are professional wedding photographers based in the UK. They both use Sony Alpha cameras and lenses. Photography Pod Facebook group : https://www.facebook.com/groups/thephotographypod/ </p