SEO for Designers: How to Get Discovered by Your Dream Clients
In today’s creative landscape, it’s no longer enough to have a stunning portfolio — you need to make sure the right people can find it.
Lauren Engel, SEO strategist and co-founder of @arturo.and.lauren. Lauren’s resume includes leading SEO + digital campaigns for Disney, Hulu, National Geographic, the Oscars, and more. Now she helps interior designers, architects, and photographers get seen by the people who matter most.
In a recent webinar I hosted with SEO expert Lauren Engel, we dove deep into practical strategies that photographers and designers can use to boost online visibility and attract ideal clients through SEO.
Understanding SEO — “A Spider Building Its Web”
Lauren described SEO in the most approachable way:
“The way I like to describe SEO is kind of like a spider building its web.”
She explained how “Google is the spider web that needs to understand how to link everything together.”
Every page, photo, and keyword on your site should give Google clues about what you offer. Without those connections, your website becomes a loose thread — disconnected from the larger web of discovery.
For creatives, this means every detail matters: the words you use, how your photos are tagged, and how your pages link to one another.
Photos Are Assets, Not Just Images
During our conversation, I shared that “a lot of times when people hire a photographer, they don’t realize that — in industry standard, especially in commercial shoots — these photos are considered assets.”
Lauren reinforced that point: “You can write an article and in the next 10 years it could serve you and bring you clients.”
Unlike social media posts that disappear in 24 hours, SEO gives your images longevity — they keep working for you, 24/7.
On-Page SEO: Keywords, Alt Text, and Metadata
Photographers and designers often overlook how search engines actually “see” visuals. Lauren explained:
“Google can’t see images really, so it helps to describe them — like ‘mid-century kitchen, marble countertops.’ That’s what helps Google understand where to place your photo.”
Her top tips:
Add keywords in page titles and copy.
Use alt text that clearly describes each photo’s content and style.
Write meta descriptions that tell search engines what the page is about.
Name your files intentionally (e.g., modern-living-room-los-angeles.jpg).
Lauren also pointed out that Pinterest is a major discovery engine:
“Pinterest is a social media, so when you optimize with that, you can still put keywords in your images — but make sure it's vertical.”
Off-Page SEO: Links, Press, and Authority
Building authority isn’t just about what’s on your own site — it’s about who’s linking to you.
Lauren shared: “If New York Times links to you, that’s a huge credible source. Don’t discount local magazines — as long as they’re high quality, they can be strong links for SEO.”
So when your work gets featured, always ask for a hyperlink back to your website.
“Some websites have 90 out of 100 authority scores,” Lauren said. “That’s extremely strong.”
Using Blog Content to Get Discovered
Lauren reminded us: “Blogging isn’t dead.”
If anything, it’s one of the most effective ways to demonstrate authority.
“If you start writing educational type content — like what it’s like to work with a hotel photographer or things to know before a kitchen remodel — it shows you’re an authoritative person in your space.”
Tip: Write for your ideal client, not for DIY readers. If your audience is luxury or editorial, focus on case studies, process breakdowns, and project storytelling.
Tracking Your SEO Wins
Can you actually tell if SEO is working? Absolutely.
Lauren suggested:
“You can do general tracking on Google Analytics and see what people are searching, even by country. And when clients fill out your form, you can ask how they found you.”
Even without exact names, analytics data shows which keywords and pages drive the most traffic — giving you insight into what’s resonating with your audience.
The Role of AI in SEO
Both Lauren and I agreed: AI is reshaping how creatives approach SEO.
Lauren noted, “Squarespace has a new AI tool that reads the image and tells you what to put as alt text — all we do is click yes or no.”
Tools like these make optimization easier than ever — automating tedious tasks like meta descriptions or keyword suggestions.
But Lauren cautioned:
“Google can tell if an AI wrote your article. For me, it's better to have an article than not — I'd rather take that route and have ChatGPT help me a bit.”
Build Your Own Kingdom
I closed the session with something I’ve learned through experience: “Build your castle in your own kingdom.”
Social media algorithms change overnight, but your website remains your digital home. Every keyword, image, and link you optimize is an investment in visibility, authority, and long-term growth.
“The time you spend on Google and updating your website — that’s forever going to be valuable.” — Lauren Engel
SEO isn’t just for marketers — it’s for creatives who want their work to be seen by the right people. When you treat your website like your portfolio’s home base, you’re not just waiting to be discovered. You’re building your own path to visibility, sustainability, and dream clients.
Ready to dig deeper? Watch the full conversation with Lauren Engel to learn exactly how photographers and designers can turn their websites into discovery engines.