How To Beat the Algorithm & Get Found in search
Let’s go there. Let’s talk about the most common frustration and confusion when it comes to online marketing that I hear over and over again from my fellow wedding pros: Ranking on search engines is just too hard. I don’t care if it is Google, YouTube, Pinterest, Instagram and now A.I. like ChatGPT, it all feels too hard. If this is you too, listen up because I’m sharing my secret sauce for what works every single time, on every single platform. Yes, these are my top tips for how to have your business show up in the search results of your dream clients. So, if you’re in the wedding industry and you want to know how to you beat the algorithm and get found (and booked!) on any search engine every time by your ideal clients, you’re gonna love this.
If you’re a wedding planner, designer, photographer, videographer, DJ, florist, officiant, stationery designer, bridal alterations and so much more, and ever thought that SEO is some sort of mythical creature that only tech geniuses with computer science degrees and too much free time can understand, you’re not alone. Most wedding professionals feel that way. After all, you’re just a dress shop owner or a wedding cake baker, right?
After 20 years in the wedding industry, I know I feel that way. I’m just a wedding garter maker and now you want me to know about SEO, algorithms and engagement?
When you’re spending weekends working events and weekdays juggling clients, timelines and logistics, the last thing you want is another complicated system to figure out. And search engine optimization? It sounds like another full-time job.
But here’s the good news: ranking on Google, being recommended in ChatGPT, and showing up in search on Pinterest or getting all the engagement on social platforms is not about being a marketing wizard. It’s about being the expert. It’s about showing up as the real you in your wedding business and consistently sharing the unique value you already bring to engaged couples.
That’s the not-so-secret secret.
SEO What?
If SEO feels hard or confusing, it’s probably because you’re trying to be something you’re not, or you’ve been led to believe you need to be someone else to get found. True facts.
BTW, for those of us who aren’t tech Gods, SEO stands for Search Engine Optimization, and when I use the acronym, I’m talking about how the algorithm, or sometimes I like to think of it as a little bot, on a platform like Google, Pinterest, or even ChatGPT figures out what content to show and who to show it to. It’s basically how your content gets found by the right people at the right time. The algorithm or bot scans your content and it’s your job to “optimize” or make your content scanned-able.
Some call SEO an art. Some all it a science. I call it talking about what you know the most about, aka being the expert.
In this post, we’re going to break down clear, simple SEO tips for wedding professionals to get found on Google and ChatGPT, and any other algorithm-based platform.
Whether you're a wedding planner, photographer, florist, DJ, or stationer, you can win in SEO by being yourself, consistently.
Let’s talk about what that actually means and how to do it in a way that attracts better wedding leads, without overwhelming your already full plate. Because believe me, the last thing I want to do is add more to do’s to your to do list.
Related: What To Do When You Can’t Add One More Thing To Your To Do List
Be the Expert in Your Wedding Business
The first and most important thing you can do to win in SEO is to stop trying to be everything to everyone and start being the expert in your own corner of the wedding industry. You don’t need to master hashtags or decode mysterious ranking formulas. You just need to talk confidently and clearly about what you know best.
If you're a wedding planner who specializes in multi-day destination weddings, talk about that. If you're a wedding photographer who loves intimate backyard weddings, say it over and over again. Your unique perspective is your SEO superpower.
The more you speak from your expertise or your niche, the more the algorithms, yes, even ChatGPT, can connect your content to what your ideal engaged couple is searching for.
Remember, other people may do what you do, but no one does it the way you do. When you own your specific knowledge and point of view, you stand out in a sea of sameness.
Side note to this: I hear a lot from wedding pros that their market is saturated or it is too crowded in their area, and SEO will never work. That may be true, but you definitely won’t be found by not even putting your hat in the ring.
Sure, it might feel hard or tough to stand out when the market is flooded with lots of talented photographers or creative wedding planners, but I can almost assure you that you won’t rank if you don’t even try.
Being the expert that you are is all it takes, and it is a lot easier than you think.
Be Clear About Who You Help & What You Do
A big mistake wedding vendors make in content is being too vague or generic. If your content sounds like it could apply to any industry or any type of client, you’re going to confuse and dilute the search engines and your potential clients.
Here’s a real-talk example: if you say “couples” or “clients” in your content, that could mean anything. It could be any industry in any market and doing any service.
But if you say “engaged couples planning a wedding in Charleston,” now we’re talking. That’s clear. That tells Google, Pinterest, and ChatGPT exactly who you serve and what you do.
The same goes for the services you describe. It’s not a “dress,” it’s a “wedding dress.” It’s not “flowers,” it’s “wedding floral design.” Extra bonus points for adding geographical references onto anything that you’re doing.
Be so clear that your content cannot be confused for anything else. This isn’t about being fancy or clever, it’s about being searchable and specific. Leave the creativity to your work, not to your content that you want to be searchable.
Related: 10 Words & Phrases Wedding Pros Need To Stop Using
Be Repetitive (Yes, Repetitive Is Good)
If you feel like you're saying the same things over and over again, you're probably doing SEO right.
I know being repetitive in your marketing is a tough on for those of us in the wedding industry who pride ourselves on creativity. Being boring on purpose can almost feel painful to a bridal designer or a wedding creative.
Algorithms need repetition to understand and categorize your content. This doesn’t mean keyword stuffing or sounding robotic. It means staying consistent in your message.
If you’re a wedding planner, keep talking about planning weddings. Don’t branch off into content about wedding photography or baking a wedding cake unless that’s actually your business. Or worse (and I see this all the time), start talking like a social media influencer and talk about fashion or politics or whatever is trending or seems like it is getting the most engagement on social media.
When you stay in your lane and repeat your key topics consistently, you reinforce what you’re known for. And that makes it easier for search platforms to know what to rank you for.
Your content should almost feel a little boring to you. That’s OK.
Repetition what builds recognition and trust, both with algorithms and with engaged couples who are overwhelmed and looking for someone they can trust to guide them.
Be Consistent With Your Content
Consistency matters more than creativity when it comes to winning the SEO game. Yes, I’ll say again. Consistency matters more than anything. Show up. Show up. Show up.
You don’t need to go viral. You don’t need to be loud.
You need to show up on your platform of choice regularly. Algorithms reward a steady presence much more than sporadic bursts of activity.
That means publishing blog posts or Pinterest pins or posting on social media is better than dumping a bunch of content all at once and then disappearing for months as a time. It’s the slow, steady rhythm that builds authority and traction over time.
Side note on consistency with your content: Consistency is whatever it means to you. Yes, there are best practices on every platform for how often to post and it what format. And you should look them up before diving in, but remember, consistency that you can’t keep up with that isn’t do-able, is not consistent.
If you’re feeling stuck or burned out with content creation, revisit this post on marketing consistency for a few actionable tips that work for busy wedding pros like you.
Be Basic (In the Best Way Possible)
It might go against everything you’ve been taught or come to love about your creative business, but when it comes to online markeing content that is searchable basic is best.
Again, I know this is tough for those of us creatives in the wedding space. It makes me uncomfortable even typing it and telling something of the most inspiring and creative people in the world that they want to succeed is to be basic. But, remember, I’m not asking you to be basic about your work, only about your marketing content. And only if you want it to rank on search engines and get found by your ideal clients.
Your content should be simple, approachable, and easy for someone who has never planned a wedding to understand. Think of an overwhelmed, newly engaged couple who has no idea what a day-of coordinator actually does. They don’t need insider terms or industry jargon. They need clear, helpful answers.
The same is true for the SEO bot that is scanning your content. It’s a bot, it doesn’t understand clever or get nuance. It’s getting better at it, sure, but if you want to get booked today, don’t make it so hard for your content to be found. Don’t make the algorithm, or your idea client have to read between the lines to get some help or get an answer about who you are, what you do and who you serve.
You are not writing for other vendors or your peers. You’re writing for people outside of this industry. And, first and foremost, you’re creating content for an algorithm that has no feeling. Remember, if the algorithm doesn’t rank your content or doesn’t even pick it up, it doesn’t matter how pretty your pictures or how good you are at your job. You’re potential clients won’t see it.
So slow it down. Break it down. Speak simply. The more basic and beginner-friendly your content is, the more helpful and searchable it becomes.
Be Helpful & Answer Questions
If you want more wedding leads from Google and ChatGPT, the single most powerful thing you can do is answer the questions your engaged couples are actually asking. Not what you think they should ask. Not what your peers are talking about. What your clients are asking, right now.
Start with your FAQs. What do you get asked in inquiry calls or in DMs on Instagram? What do your best clients always want to know before they book you? How about after they book you? What keeps them up a night? What frustrates them the most? What do you help them with?
Answer these most common questions in your content. Then answer them again. And again. You’ll never run out of content ideas if you’re truly listening to what your couples need help with.
Helping is the whole point of SEO. If you’re helpful, you’re valuable. If you’re valuable, you’re relevant. If you’re relevant, you get found. Done and done. It’s literally that easy.
And you’re the expert, you’re a pro, you’ve been doing this a long time, so you can answer their burning questions in your sleep. You can knock out a video or a blog post answering the most common questions of couples planning a wedding in no time. You know this stuff. Stop making it so hard on them and on yourself. Just be the expert - that you and I both know you are!
What to Stop Doing & What to Start Doing Instead
Stop overthinking SEO. Stop trying to hack the algorithm. Stop chasing trends or trying to be someone you’re not just because you think it’s what the Internet wants.
Start showing up as the expert. Start saying the same helpful things over and over. Start being basic, consistent, and clear. That’s the path to visibility. That’s how you beat the algorithm. You don’t trick it. You teach it who you are.
Letting the algorithm build up know, like and trust with you is the fastest gateway to your potential clients building up know, like and trust with you.
You absolutely can do this. You don’t need a computer science degree or an expensive marketing team. You just need to be you, on purpose and on repeat.
How to Beat the Algorithm as a Wedding Professional
It can all feel like a lot. I know. But I pinky promise you that when you jump in and start creating content following these tips, it’s not nearly as hard as you might think. Sure, it takes practice and consistency, but it doesn’t take anymore more than being the expert that you are.
To win at SEO as a wedding vendor and get found on Google, ChatGPT, Pinterest, or any other platform where engaged couples are searching you need to use clear language that’s specific to weddings. That means no vague terms or generic phrases.
Keep saying the same things often and stay rooted in your niche so your message becomes obvious and recognizable. Show up consistently over time, even if it’s just a little at a time, because the algorithm rewards steady effort. Your content should feel basic, helpful, and approachable, not overwhelming or clever for the sake of being clever.
And above all, answer the real questions your clients are asking, because that’s exactly what search engines and platforms are looking to deliver to their searchers.
Talk about what you know best and be the expert. Boom, that’s it!
It’s not magic. It’s not mythical. It’s just good, consistent marketing rooted in your unique expertise. And yes, it works.
FAQ: SEO for Wedding Professionals
I would be remise if I didn’t answer a few of your most common questions when it come to online marketing and ranking on search engines. I have to take my own advice, after all!
Do I need to hire an SEO expert to get found online?
No. You can start getting found as a wedding or event business by creating consistent, helpful content, whether it’s blog posts, inspiration galleries, or videos and more, based on what you already know. You just need to be the expert and show up regularly.
How long does it take to rank on Google?
It depends on your niche, location, and consistency. But steady content focused on specific wedding-related topics usually starts gaining traction in a few months, and it grows from there. Online marketing content is like a snowball rolling down a hill, it grows bigger overtime. Be very careful of any “expert” that promises you anything specific like ranking #1 on Google or bringing you 1,000s of clicks, I’m not saying they won’t or they can’t, just be very careful.
Can Pinterest or ChatGPT help me get leads too?
Absolutely. Both platforms rely on clear, specific content. What works for Google often works for these search-based platforms too, especially when you create searchable, helpful content.
What if the algorithm changes?
True algorithms can shift and change, or most likely update. But, regardless of what changes may or may not come to any platform, it will never hurt your business to be the expert and create content that talks about who you are, what you do, who you serve and where you do your work. Solving your clients burning questions or most common problems with your content will always be on trend.
What kind of content should I create to improve my SEO?
Focus on content that speaks directly to what engaged couples are searching for. Think FAQs, real wedding examples from your portfolio, custom design work that you’ve done, wedding planning advice related to your niche, or behind-the-scenes, first-hand insights that show your expertise and help them make decisions. One area of content that is a winner is geographical or regional tips that are relevant to your area, such as blog posts about getting married or planning a wedding that are specific to your location of service.
Is blogging still worth it for my wedding business?
Yes, 100 percent. Blogging gives you searchable content that lives on forever. It is content that you control on your website that you own. It’s not like a social media post that disappears after a day or a few seconds. It helps Google and tools like ChatGPT understand what you do and who you help.
Can I just focus on Instagram instead of SEO?
Social media is great, but it's fleeting. SEO gives your content staying power and helps engaged couples find you when they’re actively planning and ready to book. If you want long-term leads, you need both, but especially searchable content.
Ready to Get Found in Search?
You don’t have to chase the algorithm or become a tech expert to start showing up online. You just need to create simple, helpful content rooted in your unique expertise, and keep showing up consistently. That’s exactly what I teach in The Pin Pipeline, my signature course for wedding pros who want more leads from Pinterest and Google without the stress.
And if you’re ready to dig even deeper, I’ve got some great articles to guide you. Learn how to be consistent in your online marketing, how to go from trendy to iconic with your content, or how to avoid the common pitfalls with my favorite: 4 Ways to Suck at Marketing.
These aren’t fluffy feel-good tips. I only like to give real, doable strategies that actually work for busy wedding professionals just like you.
You’ve got this. Let’s make your content do the work so you can get back to doing what you love.