The importance of file names - SEO for photographers

How Google analyses file names

Google uses file names to better understand the content of images. A generic file name such as "IMG1234.jpg" provides no indication of the image content. On the other hand, a descriptive name such as "sonnenuntergang-am-meer.jpg" can help to increase the relevance of an image for certain search terms.

Practical examples of SEO-optimised file names

1. Before: DSC0001.jpg
2. Afterwards: wedding-berlin-castle-charlottenburg.jpg

A descriptive file name should contain the following:

• Relevant keywords
• No special characters or spaces (use of hyphens)
• Clarity and precision

Building a personal brand with Hella Willimsky

As a photographer on Mallorca, I don't need to tell you in detail why the Mediterranean island with its diverse locations is perfect for personal brand shoots. If you want to take a closer look at the location, you can find all the information here! 

With Hella Willimsky we have fully utilised the Mediterranean atmosphere and the soft light. As a Best Ager model, Hella stands for Authenticity and represents beauty at any age. She has been modelling for 5 years and pursues her dreams and visions with determination and energy. Age plays no role for her.

During our all-day shoot on Mallorca, we focussed on precisely these key points for her sedcard: unbridled joie de vivre. Hella has spent her whole life as a teacher of nutrition and sport dealing with health-related topics. 

She still lives her love of yoga, sport and a healthy lifestyle in her private life. This makes Hella's personal brand unmistakable: authentic beauty through an authentic lifestyle. Her sedcard summarises all her values and unique aspects. 

Content optimisation: The core of a successful WordPress website

1. the right keyword strategy

Keywords are the starting point for any SEO strategy. Use tools such as the Google Keyword Planner, Ubersuggest or Seobility to find out which terms your target group is searching for.

• Target your main keyword: Place it in headings (H1, H2), the introduction and the meta description.
• Add long-tail keywords: These specific search queries, such as "best restaurants in Frankfurt", attract users who are looking for specific information.

2. create appealing meta tags

Meta titles and meta descriptions are the first thing users see in search results.

• Meta title: Short, concise and with your main keyword. For example: "SEO for WordPress - The best tips for optimisation".
• Meta description: Describe in one sentence what the user will find on your site and arouse interest.

3. publish high-quality content on a regular basis

A blog is a great way to provide fresh content and show Google that your website is active.

• Write articles that offer real added value, such as instructions, checklists or inspiration.
• Use images, infographics or videos to add variety to your content.

4 Use the power of headlines

H1, H2, H3 and H4 headings are not only important for readers, but also for Google. They structure your text and help the search engine to better understand the content.

5. customise content for the target group

Make sure that your texts are both informative and easy to understand. Use short paragraphs, bulleted lists and relevant examples to keep your readers' attention.

Example of personal brand photography Mallorca

As an example, here is a current photo project from Mallorca - personal branding at its best. 

During the all-day photo shoot with the lovely Dr Harsha Gramminger in November, the island rewarded us with a summery atmosphere and a pleasant 25 degrees even in late autumn. Even in early winter, I still find perfect conditions for personal brand shoots here. Just one of the reasons why I chose Mallorca as my second home. 

The whole shoot was geared towards supporting Harsha's personal brand with make-up artist and a whole handful of outfits with various visuals for website and social media. We went to some of my favourite locations on the island. A shooting day like this is work, but somehow it's also free time. After all, I move from favourite spot to favourite spot.

Dr. Harsha Gramminger ist Ärztin, Ayurveda-Spezialistin, Buchautorin und Speakerin. Seit über 25 Jahren unterstützt sie Menschen auf dem Weg zur Gesundheit und Vitalität. Mit ihrem Konzept des “Vital Leadership” bringt sie Leidenschaft und Lebenskraft in Unternehmen. Besonders an Führungskräfte gerichtet, startet sie hier mit dem physischen Körper. 

Her approach: When we nourish our body well, our mind stays in the here and now. The result: optimal performance. As a medical practitioner specialising in Ayurvedic consultations, she takes a holistic view of people and offers individual ways to achieve better health in everyday life. To this end, she offers one-on-one coaching sessions, lectures and online courses - all with heart and mind.

The best locations for branding shoots in Frankfurt am Main

1 Frankfurt's skyline: A symbol of success and dynamism

Frankfurt's skyline is unique and provides a powerful backdrop for branding shoots. Skyscrapers such as the Main Tower or the Europaviertel district symbolise success and innovation - perfect for entrepreneurs who want to radiate strength and foresight.

2. modern architecture: TaunusTurm and co-working spaces

Frankfurt has numerous modern buildings that are ideal for a professional and urban visual language. Places such as the TaunusTurm or co-working spaces like WeWork create an innovative atmosphere.

3. historical locations: Römer and Palmengarten

For brands that want to emphasise tradition and authenticity, historical locations such as the old town with the Römer or the Palmengarten are ideal. These locations give the images a warm and personal touch.

Practical tips: How to prepare for a branding shoot

1. clothing and styling

• Choose clothing that reflects your brand and is comfortable at the same time.
• Look for discreet accessories that emphasise your personality.

2. make-up and care

• Naturalness is the key - professional make-up can help to conceal minor imperfections.
• Make sure you get enough sleep and stay hydrated to look fresh.

3. preparation for the shooting day

• Think in advance about the emotions and messages you want to convey.
• Bring props or products that represent your brand.

3. business premium - our bestseller

Who is Business Premium suitable for?
The Business Premium package is our most popular option, especially on Mallorca. It is ideal for anyone who is planning for the long term and needs an extensive pool of images. The variety of locations and outfits makes this package particularly attractive.

Services:

• Duration: 5-6 hours shooting time
• Location: Outdoor or on location
• Outfits: Change outfits at will
• Number of locations: 6-8 locations
• Pictures: 35 edited images in high resolution
• Photo selection: Selection from 250-400 images
• Rights of use: Including unlimited rights of use
• Consultancy: Telephone consultation in advance
• Price: 1.990 € plus 19 % VAT.

Advantage:
With at least 35 edited images, you are equipped with a whole year's worth of diverse content. On Mallorca in particular, we take the opportunity to visit numerous different locations in one day to create varied content.

In the workplace: pure authenticity

Why the workplace is a perfect location

• Show where the magic happens: Customers get an insight into how and where you work.
• Strengthen your brand identity: Your working environment is a reflection of your values and your brand.
• Personal connection: Photos in your familiar surroundings look authentic and trustworthy.

Ideal for you if...

• you want to give your customers an honest look behind the scenes.
• you work in a creative industry that benefits from its working environment.
• you want to be photographed in your everyday life to capture the working atmosphere.

The challenges

• Not every workplace is optimally lit or tidy enough for a shoot.
• Additional preparation time is required to set the scene in the room.

Important tips for successful still life photography

If you want to get into still life photography yourself, there are a few important points that can help you create appealing images:

1. the right light: Light is one of the most crucial elements in still life photography. Natural light is often best, especially in the early morning hours or during the golden hour in the evening. The soft, warm light gives the pictures a special depth and prevents harsh shadows.

2. composition and perspective: The arrangement of the objects in the picture and the choice of perspective play a major role. Think about what message you want to convey with your picture and how you can arrange the objects so that they tell a story.

3. colours and textures: Colours and textures are also crucial. A monochrome still life can fascinate with interesting structures and light accents, while a colourful arrangement comes to life through the combination of different materials and surfaces.

4. less is more: It is often enough to focus on just one or two objects. In still life photography, it is important to avoid unnecessary distractions and concentrate on the essentials.

Personal brand tips: How personal branding works 

With strong personal branding, many self-employed people avoid the nerve-wracking task of customer acquisition. Anyone who is known to the audience for a service or product automates so-called inbound enquiries: people approach you independently to buy without any acute advertising measures. Christine shows us a personal brand that presents itself coherently and consistently. But how do you get there? Here are my best personal branding tips for you!

• Self-analysis and goal setting

Think about what you want to stand for. What are your strengths, values and unique skills? What message do you want to convey? Define clear goals: What do you want to achieve with your personal branding (e.g. new customers, professional positioning, expert status)?

• Define target group

Determine exactly who you want to address with your personal brand. What needs and interests does your target group have? Your content and messages should be aimed at these specific people. A solid target group analysis is the basis for the content you will publish. 

• Develop a unique value proposition (USP)

Formulate what makes you unique and why someone should choose you. Your "Unique Selling Point" (USP) is the centrepiece of your brand and helps you stand out from the competition. In my case, this is my very specific image style for personal branding photography: my presence on LinkedIn ensures that my images reach people who resonate with them. The community then stands with many comments as a sign of trust, and people contact me directly for a shoot. 

• Define visual and verbal identity

Develop a consistent visual style (colours, fonts, logo, profile pictures) and a clear language. Your visual and linguistic appearance should be consistent and reflect your brand in all channels to create recognition. Christine is a great example of this recognition value - her colours are recognisable everywhere. 

• Establish an online presence

Optimise your social media profiles (e.g. LinkedIn, Instagram) and create a personal website or portfolio. These platforms serve as a central point of contact for your target group and should clearly communicate your brand message. Start with one platform and don't try to use everything at the same time. Once one channel is up and running, you can expand. 

• Consistent content creation

Regularly share valuable content that demonstrates your expertise and appeals to your target group. This can be blog articles, social media posts, videos or podcasts that support your topics, values and messages. Provide real added value that helps your followers, but also insights into your personal life. There are many who offer a similar service, but you are unique as a person. 

• Networking and increasing visibility

Take an active part in conversations, comment on relevant posts and build targeted relationships. The more visible you become in your network, the more your personal brand will be recognised. Create a database of comment buddies and potential customers. Check them regularly to stay present. 

• Obtain and adapt feedback

Listen to your target group's feedback and regularly evaluate how your brand is perceived. Adapt your strategy and content to ensure that you always remain authentic and relevant. Your personal brand grows with you. 

• Long-term consistency and patience

Stay tuned! Personal branding is not a one-off process, but requires constant maintenance. Stay consistent in your appearance, content and messages and continuously build your brand. Not every post will go viral, but your perseverance will pay off. 

For a uniform presentation across all channels, you need good image material. The more professional, the better. The shoot is in line with your personal branding - even better! Sooner or later, you will definitely need a professional shoot - if you want it to take place on Mallorca or in Frankfurt, I will be happy to support you!

1. authenticity

Today, we are bombarded with input from all sides. Life and consumption are getting faster and faster. Bright colours and motivating slogans are no longer enough to positively shape a corporate image. People long for real stories - which is why authentic expression is the most important point that corporate influencers need to take to heart.
Corporate influencers strengthen the trust of the audience through precisely these personalised presentations. This applies to both text and visual content. 

2. create emotional connections

Emotions play a central role in marketing. In a figurative sense, this is exactly what corporate influencers do - they market their company. Compared to text, visual content such as images and videos appeal more directly to emotions and are therefore remembered for longer. Corporate influencers who specifically use visual storytelling to share personal stories and experiences reach their target group more easily and quickly. 

Behind-the-scenes videos in which employees provide authentic insights into their work and corporate culture are a clear example. Such emotional content has a stronger impact than facts, skills and success stories. There is also room for mistakes and learning curves, which not only make every brand more tangible, but above all more human.

3. consistency across all channels 

There is often not just one channel, but several. Just as all starting points of the customer journey should merge into a uniform experience in modern omnichannel companies, corporate influencers should also appear uniformly across all channels. 

Just as with personal branding, the same rules apply here: consistent colours, image styles and slogans (ideally in addition to the company) on platforms such as LinkedIn and Instagram communicate brand values clearly and coherently. This visual recognition strengthens credibility and increases brand awareness for both the individual and the company, as it firmly anchors the brand image in the minds of the target group.

4. digitalisation as a superpower for corporate influencers

Everyone and everything is talking about AI. These and other innovative technologies are also expanding the possibilities of visual storytelling for corporate influencers. Innovative technologies such as augmented reality (AR), virtual reality (VR) and artificial intelligence (AI) tell even more immersive and interactive visual stories.

One example is the use of AR, which could enable Melanie Maas-Brunner from BASF to transform complex chemical processes into understandable and exciting 3D experiences. Companies benefit from these technologies with brand messages that sustainably increase the attention and engagement of target groups in a novel and captivating way.

5. visual storytelling of the corporate values 

Visual storytelling not only communicates corporate values, but above all brings them to life. For this content to be truly convincing, it must be seamlessly aligned with the brand values and identity of the company. This requires a clear line in collaboration and communication. Tobias Krüger from the Otto Group demonstrates this impressively by not only describing the company's cultural change, but also making it visually tangible. 

He uses authentic videos and images of internal workshops, team events and new working models to show how change is actually lived within the company. Through this visual content, he conveys how Otto is developing into a modern, agile company that focuses on innovation, collaboration and an open corporate culture. This makes the abstract concept of "cultural change" tangible and understandable for viewers.

6. measure impact: KPIs and ROI 

Melanie Kleemann puts it in a nutshell: visual storytelling is useless if you don't measure what works and what doesn't. Important KPIs such as engagement, reach and conversion rate help companies and their corporate influencers to analyse the impact of their content. By using analytics tools, they can continuously adapt and optimise their strategy and thus drive ROI and brand development in the long term.

Authenticity, emotional connections, consistency and the use of modern technologies are the key elements for successful visual storytelling for corporate influencers. Strategic investment in corporate communication strengthens companies in the long term - and if you need support with this, a professional shoot in Frankfurt am Main is the ideal starting point. Thanks to Melanie for the valuable insights!