Podcast Summary

Podcast: This Can't Be That Hard
Episode: 360 - SEO in the Age of AI with Corey Potter
Host: Annemie Tonken (Guest Host: Dana)
Guest: Corey Potter, Fuel Your Photos
Date: March 17, 2026

Episode Overview

This practical, information-rich episode centers on how SEO (Search Engine Optimization) for photographers has evolved in the age of artificial intelligence. Guest host Dana and expert guest Corey Potter dive deep into the real-world impact of AI on searching habits, what’s changed (and what hasn’t) in Google’s landscape, concrete strategies photographers should use, and SEO myths to ignore. The advice is actionable, current, and designed for anyone running a photography business eager to stay visible online.

Key Discussion Points & Insights

1. Corey's Background & Why SEO Matters (02:43–05:38)

• Corey’s Journey: Started in web development, became a wedding photographer, and leveraged his website’s quality for discoverability before diving into helping other photographers with SEO.
• Identified a gap in reliable SEO information for photographers and established Fuel Your Photos to fill that need.
• Notable Quote:
  "I wrote at first, the first free SEO guide I wrote was like 12,000 words. I spent like a whole week not sleeping, just writing this whole thing."
  — Corey (04:55)

2. The Shift in Search and the Rise of AI (06:38–10:59)

• Since 2022, people increasingly use AI tools (ChatGPT, Claude) for searches instead of or alongside Google, especially for nuanced queries.
• Google market share remains high, but search behaviors are shifting, especially for specific types of information.
• AI Overviews: Now often shown atop Google search results for nuanced/complex queries. Users now trust these overviews heavily; while clicks to individual sites may be down, conversions from those clicks are up.
• Notable Quote:
  "Even if you're getting fewer clicks, you might be still better off in some situations."
  — Corey (10:58)

3. How to Show Up in Google & AI Overviews (11:51–19:11)

How AI Overviews Work

• Sites already ranking well in Google are more likely to be featured in AI summaries.
• AI overviews are triggered more often by specific, nuanced search queries (e.g., “best photographer for families with special needs in Austin”).
• Action Step:
  • Put on your “client hat” and search like an ideal customer would — observe what content and language appears in AI overviews and structure site/blogs accordingly.

Building a “Searcher Avatar”

• Go beyond generic “ideal client” to define a "searcher avatar": consider not just who they are, but what’s happening in their life right before the search (e.g., urgent last-minute maternity shoots vs. planned months ahead).
• Think like your clients regarding pain points, urgency, and specific desires.
• Quote:
  "Instead of just... searcher intent grouped into some really broad categories... I want you to get more specific and think about the most important thing: what's happening in that person's life that prompted the search?"
  — Corey (16:19)

4. Top SEO Levers for Photographers in 2026 (20:04–28:02)

a) Specialty Landing Pages

• Create separate, targeted pages for each specialty (pets, family, newborn, etc.), not just mentions in a general portfolio or homepage.
• Each “intent” (not just each keyword) you want to attract should have an intentional, comprehensive page (includes pricing, examples, FAQs, etc.).
• Location-specific landing pages also matter.

b) Page Titles & Headings

• Page titles: Still critical for SEO and click-through rates. Mix keywords and compelling copy ("Dallas Senior Photographer" + "Showcasing Your Authentic Self").
• Headings (H1, H2, H3): Use a clear content hierarchy to help search engines understand your page structure—but don’t obsess over keyword-stuffing headings.

c) Compelling, Human Content

• Make content for humans first; answer their actual questions naturally on the page, not just in FAQ sections.

Tools Mentioned:

• Headings Map Chrome Extension: Visualize your heading structure.

Quote:

"Everything you want the searcher to know should be on the page you want to rank for that term."
— Corey (21:27)

5. Separating Hype from Reality: What NOT to Prioritize (28:02–36:52)

• Writing for AI: No evidence yet that special AI-specific pages or new file types (like LLMs.txt) make a difference. Keep your eye on these trends but don’t make them a priority.
• Schema Markup: Useful in specific situations (like reviews/star ratings) but adding general schema doesn't automatically help your SEO or AI visibility.
• Over-reliance on FAQs: Not bad, but don’t only answer key questions in FAQs—address them in main content too.
• Let AI Audit Your Site? It's tempting to ask GPT/Claude how to improve your page, but their advice is only occasionally valuable and sometimes wrong. Use your judgment.

Quote:

"We've trained AI to think like humans, but now we, the humans, are trying to out-robot AI... But if you just be a human, it'll figure it out, because that's how it was trained to be."
— Dana (33:44)

6. Three Crucial SEO Categories for Photographers (37:09–55:55)

a) Be Everywhere

• You need a web presence on all major channels: Google Business Profile, Instagram, Facebook, TikTok, Yelp, specialty/industry directories (e.g., documentary, elopement).
• Consistent name/message everywhere builds trust for both search engines and clients.
• Top lists and directories can be worth joining—even paid ones, if they're reputable.
• SERP Features: "Discussions and Forums" (e.g., Reddit, public Facebook groups) are increasingly dominant on results pages. Being mentioned here can boost both visibility and trust.

b) Consistency

• Your business name, description, and specialties must be uniform across every platform.
• Inconsistency confuses both search engines and humans.

c) Proof

• Back up your expertise: accumulate reviews, participate in discussions (especially Reddit, used heavily by Google as a trust signal), and collaborate locally.
• Proactively leave and request reviews on both Google and Reddit.
• Join and be active in reputable, niche-specific organizations.

Quotes:

• "Anybody can say anything about themselves on their website... [AI] is going to back this up with what they're hearing about this business in other places."
  — Corey (37:27)
• "Reddit is probably...the most opportunity. ...Their entire ethos is you cannot self promote...so people trust it more."
  — Corey (45:36)
• "You could act as an expert being really helpful. ...You put good energy out into the world—it's really powerful, but also genuinely helpful."
  — Dana (47:02)

7. Collaborations and Creative Content Strategies (49:29–55:55)

• Local Connections: Team up with local businesses for features, interviews, guest blogs, or joint promotions—then feature those collaborations on your website (with backlinks and cross-promotion).
• Resource Lists: Photographers can create valuable “top” lists (e.g., best newborn boutiques, pet-friendly venues) which attract both ideal clients and backlinks from featured businesses.
• These posts rank for related searches and bring in traffic that wasn't actively seeking a photographer—setting you up as the obvious choice.
• Quote:
  "We're trying to get in front of people whenever they didn't even think about hiring a photographer, but they were thinking about something else that happens before.”
  — Corey (54:47)

Notable Quotes & Memorable Moments

• [10:58] “[AI recommendations in search]—they're much, much warmer of a click. So even if you're getting fewer clicks, you might be still better off in some situations.”
  — Corey

• [16:19] “...The most important thing is what's happening in that person's life that prompted the search. If you can identify that, you're on a really good track…”
  — Corey

• [33:44] “If you just be a human, it'll figure it out, because that's how it [AI] was trained to be.”
  — Dana

• [45:36] “Reddit is probably...the most opportunity. ...Their entire ethos is you cannot self promote...so people trust it more.”
  — Corey

• [54:47] “We're trying...not only to find people whenever they are actively searching for a photographer, but how can I get in front of people whenever they didn’t even think about hiring a photographer, but they were thinking about something else?”
  — Corey

Action Steps & Practical Homework

• Research as Your Client: Search as your “searcher avatar” using AI tools and Google for your specialties. Note what appears and who ranks.
• Create Specialty Pages: Build targeted landing pages for each service and/or location, addressing EVERYTHING a client would want to know right on the page.
• Audit Your Presence: Make sure your name, specialties, and brand message are consistent everywhere—from social to directories to third-party sites.
• Engage Authentically: Participate in forums like Reddit as a real expert, not just a self-promoter. Consider using tools like Reddit Post Notifier.
• Collaborate Locally: Propose specific, mutually beneficial collaborations with fellow local businesses and showcase these partnerships on your blog.
• Creative Blogging: Write list/resource posts (e.g., “Top 10 kid-friendly cafes in [city]”) to attract relevant traffic before they’re actively searching for a photographer.

Timestamps for Key Segments

• Corey’s story: 02:43–05:38
• Google & AI Search Changes: 06:38–10:59
• How to Rank in AI Overviews: 11:51–19:11
• Searcher Avatar Concept: 15:11–19:11
• Top 3 SEO Levers: 20:04–28:02
• SEO Myths and Trends to Ignore: 28:02–36:52
• Be Everywhere/Consistency/Proof: 37:09–55:55
• Collaboration & Content Strategy: 49:29–55:55

Resources Mentioned

• Fuel Your Photos — Corey’s website and free SEO guide.
• Headings Map — Chrome extension for auditing page headings.
• Reddit Post Notifier — Chrome extension to monitor new relevant posts.
• Yoast SEO tools for WordPress.

Final Thoughts

This episode is a must-listen for photographers looking to future-proof their marketing. Corey Potter distills the evolving SEO landscape into clear, actionable next steps, focusing on human-centric content, authenticity, and being discoverable everywhere clients might look. The advice is strategic, myth-busting, and packed with real-world tactics, with special emphasis on not just playing the “SEO game,” but actually providing value wherever your ideal clients spend their time.