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My Daughter Got Married!
Last weekend, my daughter got married to a great young man. It went off without a hitch and we had a beautiful day! One of the reasons it went off so well was because we hired great wedding businesses to help us: Folks like a wedding planner, DJ, Photographer, Videographer, Florist, Baker, Limo and an event venue.
Since I work with local businesses in the Cincinnati area, I spoke to a number of the owners. Each shared with me how competitive this industry is, and that competitors end up chasing the same couples for their business.
To help them reach couples as they search for help, many wedding vendors rely heavily on TheKnot.com to attract new clients. It’s a site where engaged couples can get ideas and connect with wedding service providers who pay to be seen.
While The Knot has name recognition, it’s a mistake for these businesses to depend on it alone. The truth is that couples aren’t just browsing one wedding directory anymore. They’re searching on Google, scrolling Instagram, and finding vendors through multiple online touchpoints. If your wedding business isn’t showing up in those places, you’re missing out. That’s where digital marketing comes in.
The Knot: Helpful, but Limited
The Knot has been a staple resource for couples who are planning their big day. But for those businesses that are on The knot looking for sales, here’s the reality:
- The Knot receives about 20–25 million visits per month, or roughly 250–300 million visits per year (Source: SimilarWeb traffic estimates, 2025).
- That traffic includes all types of visitors, not just couples searching for vendors in your city.
While that may sound like a big number, it doesn't measure up to what’s happening on Google.
Google: Where Couples Actually Search
According to aggregated data from Google Keyword Planner (compiled by adding up top categories like “wedding venues”, “wedding photographers”, “wedding dresses”, etc), there are between 30–40 million wedding-related searches per month in the U.S. alone. That works out to roughly 400–500 million wedding-related searches every year. That is 150-200 million more searches than those on The Knot!
And remember, those are just searches in the U.S.! Globally, the number is much higher, likely well into the billions. That means Google accounts for more wedding-related activity in the U.S. than The Knot!
So if you want your local, wedding business to show up after the highest number of searches for things like, “wedding photographer near me,” “best wedding venues in Cincinnati,” or “unique wedding ideas,” you need to be showing on Google first, not The Knot.
Why This Matters for Your Business
If your marketing strategy is built around The Knot alone, you’re missing out on where the majority of couples are searching. Here’s why investing in digital marketing makes a difference:
- Search Engine Optimization (SEO) - SEO helps your business appear on Google when couples search for vendors in your area. This brings steady, high-quality traffic directly to your website.
- Google Business Profile and Local SEO - Appearing in Google Maps is critical. Many couples search “near me” when looking for venues, florists, or DJs. An optimized profile with photos, reviews, and keywords helps you show up first.
- Paid Ads - Google Ads and social media ads give you more control than The Knot’s directory. You can target your budget directly to engaged couples in your area.
- Content Marketing - Blog posts, inspiration guides, and FAQs not only improve your SEO but also position you as a trusted expert. Couples searching “how to choose a wedding photographer” could land on your site instead of a directory.
- Social Media Visibility - Instagram, TikTok, and Pinterest are huge drivers of inspiration and traffic. A strong presence there reinforces your brand and pushes couples back to your website.
The Big Difference: Ownership
The most important distinction between The Knot and digital marketing comes down to online asset ownership.
- With The Knot, you’re renting space in a crowded directory. You don’t control how much visibility you get, and if the platform changes, your leads could vanish.
- With digital marketing, you own your website traffic, your SEO rankings, your email list, and your ad campaigns. That’s long-term visibility that can’t be taken away.
It’s the difference between having your shop on a side street with limited foot traffic versus being located on the busiest avenue in town. Google is that busy avenue, and digital marketing ensures your wedding business is standing out, front and center.
Final Thoughts
The Knot should still play a role in your marketing, but it shouldn’t be your only strategy. Couples are searching on Google, scrolling social media, and gathering inspiration from multiple places. Digital marketing makes sure you’re visible across all of them, not hidden in a single directory.
If you’re serious about reaching more couples and booking more weddings, it’s time to take digital marketing seriously. The audience is already out there, you just need to show up where they’re looking.
Relate Resources
Why Google Reviews Matter More Than You Might Think
Understanding SEO: Ranking on the First Page is Like a Car Race
What Kinds of Businesses Need Local SEO the Most?
Getting Started
If you’re curious about reaching a wider audience, we can help. Call Signal Digital Marketing at 513-237-5530 for a free consultation. Let’s sit down, learn more about your business, and build a strategy that helps you reach your goals.
You can also learn more about our Local SEO, Website SEO, Social Media and Content Creation services at our blog.
Sources
- SimilarWeb traffic estimates for TheKnot.com, 2025.
- Google Keyword Planner data, aggregated by SEO industry sources, 2024–2025.