When I started Studio 29 Photography back in 2010, the “goal” was simple: rank on Google. If I could show up when someone searched “Milwaukee family photographer,” I felt like I was winning. And it worked… back then.

But here’s the truth I’ve learned (after 15 years, hundreds of sessions, and building a multi–six figure business): ranking isn’t enough anymore.

Because the way people find photographers online has changed. Your dream clients aren’t just typing into Google anymore. They’re asking AI tools like ChatGPT, Perplexity, and Gemini for recommendations. They’re searching TikTok for “what to wear for family photos.” They’re looking at your Google Maps reviews before they ever scroll your Instagram grid.

That’s why today’s most successful photographers have stopped obsessing over rankings. 🙂 And YOU should, too!!

What Top Photographers Are Doing Instead

The ones filling their calendars are focused on being everywhere their clients are searching. That looks like:

• Writing helpful blogs and FAQs that answer actual client questions (like “What should we wear for fall family photos?”).

• Locking down Google Business Profiles with fresh photos, updated hours, and reviews that make people trust them instantly.

• Creating content worth recommending—like a newborn prep guide or a behind-the-scenes look at a family session.

• Building trust signals everywhere: testimonials, galleries, and even Instagram Stories showing how they work with kids.

I’ve seen this play out in my own business. A mom might first find me in Google Maps, but by the time she books, she’s seen my newborn blog post, watched a reel of me with Lake strapped in the Artipoppe at a session, and read a testimonial from another parent. It’s not one thing; it’s the mix that seals the deal.

How ChatGPT Changes the Game

Here’s the biggest shift photographers need to get: When someone asks ChatGPT, “Who’s the best newborn photographer near Milwaukee?” the AI doesn’t spit out ten links like Google. It gives a summarized recommendation.

That’s a massive difference. If your site, your reviews, and your online presence aren’t clear, consistent, and trustworthy, you won’t get named. You’ll be invisible, even if you “rank” on page one.

The businesses being mentioned are the ones with:

• Clean, structured content (think: FAQs, detailed blog posts, service pages).
• Strong local signals (accurate contact info, solid reviews, photos uploaded to Google).
• Authority-building content that proves you’re an expert (session prep guides, client resources, etc.).

Think about it like this: Google ranks you. ChatGPT recommends you. And a recommendation converts way faster than a ranking.

SUBSCRIBE TO MY SUBSTACK

Ren Lenhof is on Substack

What This Means for Your Photography Business

If you want to future-proof your bookings, here’s where to start:

1. Stop chasing just rankings. Think visibility across Google, AI, and social.
2. Write content like a resource, not a robot. Make it easy for a client—or an AI—to trust you.
3. Be consistent everywhere. One outdated address or phone number is enough to knock you out of a recommendation.
4. Create quotable, helpful content. AI engines pull from clear, trustworthy answers.

This isn’t about getting more traffic. It’s about getting found by the right people… and turning those discoveries into booked sessions.

My Final Thoughts

When I started Studio 29, I thought the measure of success was being “#1 on Google.” But today, the measure is simple: Am I the one being recommended?

And if you lean into that mindset and if you show up with clarity, consistency, and authority—you’ll be the one AI recommends. You’ll be the one clients trust. You’ll be the one fully booked. That’s how you win in the new era of SEO.

About Ren Lenhof

Ren Lenhof is the owner of Studio 29 Photography in Milwaukee, Wisconsin. Since 2010, she’s photographed hundreds of families, newborns, and brands, building a multi–six figure business rooted in systems, storytelling, and client experience. Ren is also the founder of the Momtographer Method, a high-touch mentorship program for moms who want to master their camera and turn their passion into profit. When she’s not behind the camera, you’ll find her with her husband Caleb, their son Lake, and their two dogs, Kenzo and Monkey.