Free Google Tools to Help Clients Discover Your Photography Business

If you’re a professional photographer looking to get more visible online (and don’t want to blow your marketing budget on ads), there are three essential tools I’d strongly recommend setting up and using regularly.

They’re all free, provided by Google, and designed to help you understand, improve, and control how your photography business shows up online.

Here’s a breakdown of what each tool does, how it can support your marketing, and why it’s worth your time.

Free Google Tools for Photographers

1. Google Analytics

Use it to understand what’s happening on your photography website

Google Analytics is one of the most powerful tools available when it comes to understanding how people are interacting with your photography website.

Once it’s set up, you can use it to discover:

• Who’s visiting your site – including where they’re based, what device they’re using, and how long they’re sticking around
• How they found you – whether via Google search, social media, a referral site, via your email marketing campaigns, or by typing in your URL directly
• What they’re doing while they’re there – which pages they’re looking at, how long they’re spending on each one, and where they’re dropping off.

This insight is gold dust for photographers trying to make better marketing decisions. With it, you can:

• Spot your most popular galleries or blog posts, and therefore potentially create more of what’s working
• See whether your SEO efforts are paying off (or if people are bouncing off your website before booking!)
• Understand which referral sources are driving traffic, so you can double down on the PR, partnerships, or content that’s working
• Learn how your visitors are navigating the site, so you can fine-tune your homepage, services pages, or booking flow to help convert more visitors into paying clients.

Instead of guessing what’s working on your website, Google Analytics gives you real data. You’ll start making decisions based on what your audience actually does, not what you think they’re doing, on your photo website.

Related: How To Increase Organic Traffic to Your Photography Website

2. Google Search Console

Use it to see how your site is performing in search (and how to climb the rankings)

If you want to increase your chances of showing up when people search for photographers like you, Search Console is another free Google tool that you should be using.

It shows how your site appears in Google’s search results, highlights any technical issues, and gives you opportunities to improve your visibility.

With it, you can:

• See which keywords your site is actually ranking for
• Check your average position in Google for different search queries (a.k.a. keywords)
• Identify poorly converting pages or blog posts – those that are getting lots of impressions but not many clicks (a sign that your headline or meta description could do with some love)
• Spot and fix technical issues like broken links or mobile usability problems that could be holding your site back from performing well in search
• Submit updated blog posts and sitemap changes directly to Google, helping your fresh content get indexed and appear in search results faster.

Think of Search Console as your website’s behind-the-scenes control panel. It tells you how Google ‘sees’ your site, so you can make tweaks and improvements that directly impact how often, and how high, you show up in search results.

Related: SEO for Photographers – Basics to Get Your Photography Found Online

3. Google Business Profile (previously Google My Business)

Use it to control how your business appears in Google Search and Maps

Whether someone is specifically searching for you, or just Googling something like “wedding photographer in Dorset”, your Google Business Profile can be the very first thing they see.

This free Google tool provides you with the means to create a business listing that give you the power to manage how your photography business appears in local search results and on Google Maps.

With it, you can:

• Share key business details like your location, opening hours, contact info, and website
• Upload recent images from client shoots, behind-the-scenes content, or highlights from your portfolio
• Collect and respond to client reviews (which help build trust and boost local SEO)
• Post updates, offers, or links to recent blog content to keep your profile fresh
• Make it easy for people to call, message, or book with you directly from Google

If you haven’t claimed and completed your Google Business profile yet, you could be missing out on local traffic and bookings. Your profile doesn’t just help people find you, it helps them feel confident enough to choose you.

Related: Four Types of SEO Optimisation Photographers Can Leverage To Improve Website Rankings

Which of these free Google tools should you prioritise?

If you don’t have these tools set up yet, start with one, but aim to use all three. If this all feels a little overwhelming, don’t panic. You don’t have to master everything overnight.

Start by setting up whichever tool you’re missing (or log back into one you haven’t looked at in a while!). Even just reviewing your Analytics once a month, or using Search Console to check what you’re ranking for, can spark valuable ideas for improving your digital marketing and Search Engine Optimisation (SEO).

These tools are here to help you make smarter, more strategic decisions, so you can spend less time worrying about social media algorithms and more time on marketing that will move the needle in your photography business.

Need visibility help?

If you’re a photographer who needs help getting started with any of these tools, get in touch. This is something we cover in detail in my Photographer’s Visibility Blueprint mentoring programme.

I specialise in supporting photographers with SEO, content marketing, and visibility strategies that help you get found online, without relying on social media or costly ads.

Discover my services and subscribe to my Content Connection emails for photography PR and marketing tips, and to stay in the loop about my news and offers. I also have a free ‘PR-Savvy Photographers’ Facebook group – all photographers are welcome!