The SEO Panic Photographers Need to Stop Believing = SEO is changing, but it has not been replaced
There is a lot of noise around AI search at the moment.
- AEO.
- GEO.
- AI visibility.
- Answer engine strategy.
But Google has now said something very clearly in its own documentation:
Optimising for generative AI search is still SEO.
In its guide to optimising for generative AI features on Google Search, Google says that SEO best practice remains relevant because AI features such as AI Overviews and AI Mode are rooted in its core Search ranking and quality systems. It also mentions AEO and GEO, then brings them back under the wider practice of SEO. From Google’s point of view, optimising for AI search is still optimising for the search experience.
That matters.
Since AI Overviews became more visible in search, a whole consulting market has grown around the idea that photographers need brand-new strategies, new frameworks, new deliverables, and possibly a small sacrificial offering to the algorithm.
Google is pushing back against that.
For photographers, this means the good SEO work you have already done is not wasted.
Your blogs.
Your location pages.
Your useful guides.
Your image optimisation.
Your internal links.
Your helpful, experience-led content.
It all still matters.
The shift is not “SEO is dead”.
The shift is this:
Generic content is becoming easier for AI to summarise, replace, and ignore.
Specific content is becoming more valuable.
And this is where Google’s second point gets interesting.
The content distinction photographers need to pay attention to
Buried inside Google’s recommendations is a distinction that deserves much more attention:
Commodity content versus non-commodity content.
Google describes commodity content as content based on common knowledge, something that could come from anyone and adds little unique insight. Its example is “7 Tips for First-Time Homebuyers”. Useful, maybe. Distinctive, not really.
Non-commodity content is different.
It brings a unique point of view, first-hand experience, and detail that could only come from someone who has actually done the work. Google specifically says creators should avoid simply recycling what others have already said or producing content that could easily come from a generative AI model.
That last bit is the important bit. The new test for your content is not only:
“Is this helpful?”
It is also:
“Could AI produce an equally useful version of this?”
If the answer is yes, your content is probably too generic.
That does not mean you can never write simple educational posts. Of course you can. Your clients still need clear answers.
But the content that will stand out in search, AI results, and with real humans is content that includes your experience, your judgement, your examples, your images, your local knowledge, and your actual client stories.
For photographers, this is good news.
Because AI can explain what to wear for a family photoshoot.
But it cannot say:
“Here’s what happened when I photographed three siblings under five at Frensham Ponds in October, why I started near the boardwalk, how I avoided the muddiest section, and why I told the parents not to put the toddler in white tights.”
That is non-commodity content.
That is the stuff AI cannot fake without sounding like it has been trapped in a Pinterest board since 2019.
What this means for photographers
A lot of photography blog content has followed the same formula for years:
- What to wear for your photoshoot
- How to prepare for your newborn session
- Top tips for a relaxed family shoot
- Best locations for photos in [area]
- Why personal branding photos matter
These topics are not wrong. But the generic version of them is now vulnerable.
The opportunity is to turn those standard ideas into content built around:
- Specific shoots
- Specific locations
- Specific client problems
- Specific decisions you made
- Specific before and after examples
- Specific lessons from experience
- Specific local knowledge
- Specific image examples
- Specific mistakes you helped clients avoid
That is where your SEO work becomes stronger for both Google and AI search.
Google also says images and video matter in generative AI search, because its AI features can bring in relevant visual content as well as web page links. For photographers, that is a sizeable opportunity, because your work is already visual.
Non-commodity content ideas for photographers
Family photographers
Commodity idea:
What to wear for a family photoshoot
Non-commodity ideas:
What this family wore for their autumn shoot in Camberley, and why it photographed so well
Three real outfit choices that worked beautifully for a muddy woodland family session
What I changed mid-shoot when a toddler refused to sit still
A behind-the-scenes look at photographing a family with shy older children
My favourite family photo locations in Surrey, with the pros and cons of each one
What happens when the weather turns halfway through your family shoot
How I plan a session when one child loves the camera and one wants absolutely no part in it
A real gallery walkthrough: how we got variety from one simple family walk
Why I chose this location for a family who wanted natural photos but hated posing
What I wish parents knew before booking a golden hour shoot with young children
Non-commodity content ideas for photographers
Pet photographers
Commodity idea:
How to prepare your dog for a photoshoot
Non-commodity ideas:
What happened when I photographed a nervous rescue dog, and how we built trust
How I choose locations for reactive dogs who need space
A real dog photography session from start to finish, from first lead walk to final gallery
What I do when a dog will not sit still, with examples from actual shoots
The best Nottinghamshire locations for dog photography, based on temperament, not just scenery
How I photograph dogs who cannot go off lead
What owners are surprised by when they see their dog’s final gallery
How I handle muddy paws, windy ears, and dogs with their own creative direction
A session breakdown: one dog, one field, five different types of portrait
Why older dogs need a different approach on a photoshoot
Newborn photographers
Commodity idea:
How to prepare for your newborn photoshoot
Non-commodity ideas:
What actually happens during a relaxed newborn session at home
A real newborn session timeline, including feeds, cuddles, and pauses
How I photograph newborns when an older sibling wants to help a bit too much
Why this family’s living room worked beautifully for newborn photos, even though they thought it was too dark
What I look for in a client’s home before choosing where to photograph their baby
How I adapt a newborn session for a baby who does not want to sleep
The difference between a two-week-old and a six-week-old newborn session, with real examples
What parents always apologise for before a newborn shoot, and why they do not need to
How I created a full newborn gallery using one window, one sofa, and one very sleepy dog
A behind-the-scenes look at a newborn shoot with identical twins
Brand photographers
Commodity idea:
Why personal branding photography matters
Non-commodity ideas:
How we planned a brand shoot for a business owner who hates being photographed
A real brand shoot breakdown: from strategy call to final image choices
How I help clients choose outfits that match their brand without looking like they are playing dress-up
What changed when this business owner updated her website with strategic brand images
How to plan a brand shoot around three months of content
Behind the scenes of a brand shoot for a service-based business
How I photograph a client’s process, personality, and expertise in one session
The five images this client needed for her website, and why
How we used one location to create content for sales pages, social media, and email marketing
What I ask before a brand shoot so the photos actually support the client’s business
Wedding photographers
Commodity idea:
How to plan your wedding day timeline
Non-commodity ideas:
What I changed when speeches ran 45 minutes late, and how we still got golden hour portraits
How I planned the photo timeline for a 2pm church wedding with winter light
A real wedding day timeline breakdown, from prep to first dance
Why this couple’s 15-minute portrait slot worked better than the usual hour
The exact timeline that worked for a relaxed barn wedding with 120 guests
How I handled a wedding morning that ran late before the ceremony had even started
What I do when the couple want natural photos but the venue has tricky light
The best portrait spots at [venue name], including where I go if it rains
How I photographed a camera-shy couple who hated being the centre of attention
Why I asked this couple to cut their group photo list in half
How we photographed 18 family group combinations in 12 minutes without chaos
What I do when parents are divorced and group photos need careful planning
How I photographed a full confetti moment in the rain without wrecking the bride’s hair
A simple way to turn any generic topic into non-commodity content
Start with the basic topic.
Then add one of these:
- A real client example
- A location you know well
- A problem you solved
- A decision you made
- A mistake you helped someone avoid
- A before and after
- A gallery walkthrough
- A behind-the-scenes explanation
- A seasonal or local angle
- A personal opinion based on experience
So instead of:
“What to wear for your family photoshoot”
Try:
“What this family wore for their autumn photoshoot in Lightwater Park, Surrey, and why it worked”
Instead of:
“How to prepare for your newborn session”
Try:
“What actually happened during this relaxed newborn session at home including which rooms we photographed in and why”
Instead of:
“Why brand photography matters”
Try:
“How we planned a brand shoot for a coach who needed website images, launch content, and confidence in front of the camera”
That is the difference.
Generic content explains the idea.
Non-commodity content proves your experience.
And that is where photographers have a real advantage.
Because your best content is not sitting in a keyword tool.
It is already in your galleries, your client conversations, your location scouting, your planning calls, your editing decisions, and all the tiny choices you make on a shoot that clients never see.
That is what Google is asking for.
Not more fluff.
Not more hacks.
Not another acronym.
Just better, more specific, more experienced content.
Annoyingly sensible, really.