Keyword tips for stock photography visibility: More Views Equal More Sales!

When I started uploading photos to stock photography websites, I thought the process was straightforward: take great photos, upload them, and wait for sales. Simple, right? But I quickly realized that no matter how beautiful my images were, they wouldn’t sell if people couldn’t find them. That’s where keywording comes in. In this post, I’ll break down what keywords are, why keywords are crucial for stock photography, and how you can keyword your photos most effectively. I’ll also share some personal examples to make this process as approachable as possible.

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What Are Keywords in Stock Photography?

Keywords are descriptive words and phrases that help potential buyers find your photos on stock photography websites. Think of keywords as the bridge between your images and the people searching for them. If someone is searching for “mountain lake at golden hour,” and you’ve included those terms as keywords for your photo, your image will appear in their search results. Without keywords, even the most stunning photo becomes invisible.

Keywords are especially important because stock photography platforms use them to categorize and rank your photos. The better your keywords, the higher your photo might rank in search results, and the more likely it is to sell.

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How to Keyword a Stock Photo

Keywording might seem tedious at first, but it’s a skill that can make or break your success in stock photography. Here’s a step-by-step guide to help you get started:

1. Analyze Your Photo

Start by looking closely at your image. What’s in the photo? Think about the subject, setting, colors, and mood. Consider the season, time of day, and weather conditions. Is there an identifiable location or landmark? Are there any activities or actions taking place? What emotions or stories does the image convey? Write down everything you can think of that describes the image, even if it seems obvious. For example:

• Subject (e.g., dog, mountain, lake)
• Setting (e.g., backyard, hiking trail, city street)
• Colors (e.g., vibrant green, muted blue, golden hues)
• Mood (e.g., serene, energetic, dramatic)
• Season (e.g., spring, winter)
• Time of day (e.g., golden hour, midday, twilight)
• Weather (e.g., snowy, sunny, overcast)
• Activities (e.g., hiking, playing, working)
• Location details (e.g., Rocky Mountain National Park, Colorado)
• Unique elements (e.g., red merle coat, sandstone cliff, vintage car)

2. Get Specific

Avoid generic terms like “pretty” or “nature.” In addition to basic and vague keywords like “lake,” include details like the name of the lake, the name of the mountain in the background, the species of tree off to the side, what type of rocks the mountain might be made out of, the type of the clouds in the sky, or the scientific name of the flowers in the frame. Do your research! Really know and understand what everything is in the photos. The more detailed and accurate your keywords, the easier it will be for people to find your images.

3. Think Like a Buyers

Ask yourself: If I were looking for this photo, what would I type into the search bar? Think about the photo’s potential uses—marketing, editorial, or personal projects—and include terms that match those contexts.

One of the most important steps in keywording is putting yourself in the shoes of the potential buyer. Stock photography buyers aren’t just looking for pretty pictures, they have specific needs, projects, and campaigns in mind. To create keywords that resonate with buyers, here’s how to break it down:

What is the Buyer’s Goal?

• Marketing Campaigns: Think about what type of companies or brands might use your photo. For example, if your photo features a peaceful mountain lake, a travel agency or outdoor gear company might search for terms like “adventure travel,” “hiking destination,” or “nature retreat.”
• Editorial Uses: Is your photo journalistic or informational? Keywords like “wildlife photography,” “natural habitat,” or “environmental conservation” might appeal to publications or blogs.
• Lifestyle Projects: Buyers looking for lifestyle content will want to see keywords that reflect moods or activities, like “relaxation,” “family hiking,” or “solo travel adventure.”

How Would the Buyer Search?

Buyers often use terms that match their specific needs or industry jargon. They might think in terms of:

• Descriptive Phrases: A buyer may search for “snow-capped mountains during sunset” instead of just “mountains.” Always aim for detail in your keywords to capture these long-tail searches.
• Mood and Emotion: Consider how your photo feels. Does it convey peace, energy, joy, or adventure? Add emotional descriptors like “serene,” “energetic,” or “romantic.”
• Colors: Many buyers search for specific colors to fit branding needs. If your photo has strong color elements, include terms like “emerald green lake,” “blue skies,” or “golden sunlight.”
• Usage Context: Buyers sometimes search for concepts rather than objects. Keywords like “background,” “header image,” or “website banner” help your photo show up in searches for design or layout needs.

What Are the Buyer’s Pain Points?

Buyers don’t want to sift through irrelevant or low-quality results. Help them by being precise:

• Avoid generic terms like “nice view” or “dog photo” that don’t add value.
• Include keywords that answer why a buyer would choose your photo. For instance, instead of just “Australian Shepherd,” add “Australian Shepherd catching frisbee in backyard.”

Anticipate Popular Search Trends

Stay informed about current trends in marketing, advertising, and design. For example:

• If minimalism is popular, add keywords like “minimalist composition” or “simple design.”
• If sustainability is a hot topic, emphasize elements like “eco-friendly,” “natural landscape,” or “sustainable living.”
• Consider seasonal trends, such as holiday campaigns, back-to-school promotions, or summer travel. Keywords like “Christmas lights,” “fall foliage,” or “beach vacation” are highly sought after during specific times of the year.

What Would Make the Photo Stand Out?

Finally, think about what makes your photo unique compared to others. What small details or qualities make it the perfect choice for a buyer? Highlight those through keywords. For example:

• If your photo captures a rare moment (like a golden hour glow or a unique weather pattern), call it out.
• If your image has a distinct aesthetic or cultural element, describe it in detail. For instance, “red sandstone cliffs under soft morning light.”

When you keyword with a buyer’s mindset, you’re not just describing your photo, you’re actively marketing it. Think about what someone needs and how your photo can solve that need.

4. Prioritize Relevance

While it might be tempting to stuff your photo with keywords, only include terms that are genuinely relevant. Keyword stuffing can harm your ranking and confuse potential buyers.

Aim to add 30-50 helpful keywords, but focus on quality over quantity. I always try to include as many as possible, but keeping them relevant is most important. If you can only come up with 30 relevant tags, stop there. Additionally, make sure to put the 5-10 most important keywords first.

For example, if you have a photo of an Australian Shepherd dog sitting in a field during golden hour, don’t start with “sitting” as your first keyword, because that’s not the most important aspect of the photo. Instead, start with keywords like “Australian Shepherd,” “dog,” “golden hour,” and “field.” These keywords better capture the essence of the image and are more likely to match what buyers are searching for.

5. Check for Synonyms

Double-check your keywords for variations and synonyms. If your photo includes a location or subject that can be described in different ways, use those variations to reach a wider audience. For example, if you’re uploading a photo of a mountain scene in Colorado, you could use synonyms like “Rocky Mountains” or “Colorado Rockies” in addition to “Rocky Mountain National Park” or “Estes Park.” This helps your photo show up in more searches, as people may use different terms to describe the same subject.

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Examples of How I Keyword My Stock Photos:

Let’s look at two examples of how I would keyword my own photos to bring this process to life:

Example 1: Mountain and Lake Scene Here’s how I would keyword a photo of a mountain and lake I took during golden hour in Rocky Mountain National Park:

• Keywords: Emerald Lake, Hallett Peak, hiking trails Colorado, mountain lake, view, Estes Park, Colorado, Rocky Mountain National park, mountains, peak, golden hour, winter, evening, snow capped, tranquility, frozen lake, forest, Lodgepole pine tree, granite, igneous rock, rugged, steep cliffs, cold, peaceful, serene, beautiful, adventure travel, background image, outdoor branding

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Why these keywords? Each term highlights a unique aspect of the photo. Including details like the lake’s name (Emerald Lake), the mountain’s peak (Hallett Peak), where the photo was taken (Rocky Mountain National Park), the types of trees in the forest (Lodgepole Pine Tree), and what the mountain is made out of (Granite/igneous rock) ensures the photo can be found by people searching for these specific elements. Seasonal and time-of-day keywords like “winter” and “golden hour” capture the photo’s atmosphere, while descriptive terms like “cold,” “peaceful,” and “serene” convey the mood and help to tell the photos story. Buyer-oriented keywords like “adventure travel,” “background image,” and “outdoor branding” appeal to specific use cases, making the photo relevant for commercial purposes as well.

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Example 2: Portrait of Remy For this action shot of my Australian Shepherd, Remy, I would include the following keywords:

• Keywords: Australian Shepherd, red merle, heterochromia, playing, frisbee, looking at camera, backyard, dog carrying toy in mouth, catch, fetch, retrieve, working dog, merle pattern, action shot, colorado, spring, golden hour, bright, energetic dog, fluffy tail, floppy ears, brown and blue eyes, brown eye, different colored eyes, running dog, active dog, playful dog, mid-run, in motion, natural light, outdoor play, pet outdoors, pet photography, happy dog, candid dog photo, herding dog, athletic dog, playful moment, vibrant colors, spirited, carefree, dynamic shot.

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Each term highlights a unique aspect of the photo. Including specific details like the dog breed (Australian Shepherd), coat pattern (red merle), and unique features (heterochromia, brown and blue eyes) ensures the photo is discoverable by people searching for these distinguishing traits. Action-based keywords like “playing,” “catch,” “fetch,” and “running dog” emphasize the activity and energy of the moment, while setting-related terms like “backyard,” “natural light,” and “outdoor play” capture the environment.

Descriptive terms like “energetic dog,” “fluffy tail,” and “mid-run” emphasize key features and actions, helping viewers imagine the scene more vividly. Seasonal and lighting details like “spring” and “golden hour” convey the time of year and atmosphere, while storytelling terms like “happy dog,” “spirited,” and “carefree” evoke emotions and build a narrative. Buyer-oriented keywords like “pet photography,” “candid dog photo,” and “dynamic shot” make the image appealing for commercial or branding purposes.

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A Personal Lesson Learned

When I first started keywording, I didn’t put much thought into it. For a photo of a dog running in a field, I’d use vague terms like “dog” and “grass.” Unsurprisingly, my photos didn’t gain much traction. I thought the buyers would just find the photos themselves! Then, I decided to test something new. I revisited an image of a colorful sunset over the Colorado Front Range and added detailed keywords like “Colorado Front Range,” “vibrant sunset,” “orange and pink sky,” and “mountain silhouette.” Within days, the photo started to get noticed and downloaded. That’s when it clicked for me—specific, descriptive keywords make all the difference in helping your photos stand out and get discovered. The buyers can only find photos if you make them rank higher in the search results through keywording!

Final Thoughts

Keywording might feel like a chore at first, but it’s an essential step to getting your photos noticed and sold. Take the time to analyze your images, research keywords, and think about what potential buyers might search for.

What About You? Ready to take your photography to the next level? Start looking at your photos with fresh eyes—add specific details to help tell their unique story. Take a moment to reflect on what makes each shot special, and watch how your photos come to life.

Ready to start your stock photography journey? Join Shutterstock and begin earning money with your photos today. Sign up here.

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