This is an interesting one to write because clearly I just want to say 'PICK ME, PICK ME!' but in reality I'm writing this to give people some actual advice and help them in their quest for the best fitting but perhaps more elusive photographer.
So to start with... lay off of google. Or at least don't take what google says as gospel. You google 'Newborn Photographer Cheltenham' for example and up pop the top websites for newborn photographers in your area. Top Websites. Not photographers. Websites. These photographers know their shit when it comes to SEO (search engine optimisation), and that is fantastic for them, good going guys! It doesn't mean that they are the best photographers at all, not by a long shot. I know a lot of photographers, and some of the best ones are on page 17 of google, are almost non-existent on the web, and they are GENIUSES.
You are probably thinking, 'well that's all well and good but I have know idea how to find one then?' because google has become our go to for everything (at least for me it has anyway). So here are some ideas...
1) Word of Mouth
Remember when Sarah from accounting had some really cute photos pop up on facebook of her newborn? Ask her who she used. Word of mouth is amazing for both consumer and company, you'll get an honest review and you can already tell if you like the style of photo.
Social media is a pain in the arse, but luckily Instagram is a very visual platform so it is great for researching something like this quickly. search a hashtag for the the type of photography and area you are looking for, e.g. #newbornphotographercheltenham and see what catches your eye. Pinterest is also great for this.
3) Go Undercover
If you are feeling really sly and want to integrate yourself yourself in the photography community in order to find the best but most hidden photographers then research what kind of photography you are after (e.g. do you like the more raw, filmy feel to photos or the retouched, painterly portraits?) and look at blogs for them. As an example I love filmy photos so I'd look at the massive Looks Like Film blog and see photographers work they have featured on there (also, instagram accounts for these blogs are another great way to track one down).