Case Study: 300+ Page 1 Google Rankings Through Strategic Content & Website Optimisation
David Lloyd: Building Visibility Through PR, SEO and Content
An ongoing partnership delivering 186% growth in website sessions, a milestone of 300+ page-one Google rankings and newsletter-generated safari enquiries and bookings.
Background
David Lloyd is a London-based wildlife photographer originally from New Zealand, particularly known for his distinctive black-and-white wildlife photography. He has been awarded six times in the highly prestigious Wildlife Photographer of the Year competition, and in many other global wildlife photography awards.
Authenticity is central to his work. His photographs preserve the scenes he witnessed, without digitally adding or removing elements, photographing wildlife as it is.
Alongside selling fine art prints, David leads wildlife photography safaris in destinations including Kenya, Uganda and India. His books include As Long As There Are Animals and All Eyes Speak One Language, with regular and collector editions forming part of his offering, including a limited-edition slipcase edition.
David first reached out to me as he wanted to strengthen his business’s visibility and reach more prospective customers.
The brief
David hired me in March 2023 at a time when he was seeking help to reinvent his business. His photography credentials were well established, but media coverage was limited and his website ranked for just 30 keywords, limiting his online visibility.
This was something he wanted to improve, while building recognition for his expertise. The PR and marketing work was also required to support sales of safari places, books and prints.
Strategic Support That Attracts Clients
The approach
An ongoing support package was agreed on and brought together PR, SEO, strategic content and email marketing activities.
My approach follows The Photographer’s Visibility Blueprint™, connecting David’s expertise and reputation with opportunities to reach prospective customers through media coverage, search, and content including regular email communication.
I assisted with both the strategy development and the content creation work in all these areas, including the implementation of PR outreach, strategic blog and copywriting, and SEO optimisation work.
The package ensured marketing communications activity was consistent, interconnected and strategically aligned across these connected areas.
Building recognition through PR
On-going media relations focuses on sharing David’s photography, story and expertise with relevant photography, travel and lifestyle audiences.
Support includes developing editorial angles, pitching journalists and podcast hosts, and coordinating features, expert contributions and interviews. These opportunities introduce audiences to his work and help communicate his approach to wildlife photography and safari travel.
Improving search visibility through SEO and content
An ongoing content strategy connects David’s knowledge and commercial offering with subjects prospective customers search for.
Search-optimised blog articles work alongside improvements to key website pages, creating more opportunities for people to discover his business and explore his safaris, prints and books.
Support covers content planning, copywriting, publishing, website copy optimisation and performance monitoring, with findings informing future priorities.
Turning email into a consistent sales channel
David already had an email list, but mailings were infrequent and the list was not regularly promoted. I increased the visibility of the newsletter on his website and established a monthly newsletter and a strategic email nurture sequence, creating a more regular way to stay in touch with subscribers.
David’s newsletters now share safari availability, photography news, blog articles, prints and book updates. They give interested subscribers timely reasons to enquire, book or buy.
The Results
✓ Strengthened David’s profile as an award-winning wildlife photographer and experienced photography safari leader
✓ Improved his website’s search visibility, creating more opportunities for prospective customers to discover his safaris, fine art prints and books
✓ Secured relevant media features and podcast interviews showcasing his photography, story and expertise
✓ Promoted upcoming safaris, photography books and print releases through media coverage, website content and email newsletters
✓ Established consistent email communication that generated safari enquiries and bookings
Website sessions increased by 186%
- Google Analytics recorded 3,652 website sessions in September 2026, compared with 1,276 in September 2023—an increase of 186%.
- Organic search accounted for 1,781 sessions in September 2026, approximately 49% of the total, demonstrating its substantial contribution to website traffic.
From 30 ranking keywords to a milestone of 1,700+
From a starting point of just 30 ranking keywords, David’s website went on to reach a documented milestone of more than 1,700 ranking keywords, including over 300 page-one Google positions.
The accompanying performance charts illustrate the growth recorded over time.
National and international media coverage
Numerous national and international media opportunities have also been secured during the partnership. Highlights include:
- Amateur Photographer Magazine: an extensive print and online feature exploring David’s black-and-white wildlife photography, career, approach and safari offering.
- Travel Africa Magazine: multiple mentions secured, including magazine coverage introducing his work to a relevant travel audience, and highlighting his recent Wildlife Photographer of The Year Award win.
- DIYPhotography.net: multiple articles secured, including the sharing of his advice on wildlife photography and a new book collection reveal.
- Wherever Magazine: glossy lifestyle magazine coverage reaching an international expat audience.
- F-Stop Collaborate and Listen: an in-depth podcast interview discussing his photography and experience.
These features and interviews provide additional ways for prospective customers to discover David and learn about his expertise through independent editorial platforms.
Email newsletters generating safari enquiries and bookings
Regular email updates provide a direct way for David to share available places and upcoming photo safari trips with subscribers, helping turn an existing interest in his photography into conversations and bookings.
David has also reported that content and email newsletters have directly generated considerable safari enquiries and bookings over the years, worth many tens of thousands of pounds.
Commercial results across his photography business
Alongside increased safari enquiries and bookings, David has also reported numerous fine art print and book sales during the partnership. In fact, the books have sold in such number that some have very few copies remaining.
David’s experience of working with Zoe
I hired Zoe to help reinvent my business. I enjoy her enthusiasm and hard-working ethic, and the results started to show in only a matter of weeks. Zoe’s ten years of experience in photography PR is beneficial, and she’s efficient, motivating and inspiring.
David Lloyd, 2024
An ongoing partnership
The partnership between David and myself continues, with PR, SEO, content and email working together to strengthen David’s visibility and support his commercial priorities.
The results combine measurable growth in website traffic and search visibility, relevant media coverage and client-reported sales outcomes.
Related: Interview with David Lloyd: How He Markets Photo Safaris and Fine Art Wildlife Photography
Strengthen the visibility of your photography business
If you want more prospective customers to discover your photography and understand what makes your business worth choosing, take a look around and read more about my done-for-you PR, SEO and content support services.
Then, get in touch to discuss your photography business marketing prioirties with me and explore how I can help.
Zoe
