We've gotten pretty descriptive with naming the photos. We like to use Google's related searches to name photos. Besides naming them properly, adding a title and alt text, making sure those images are losslessly compressed is another thing we always do. Big fan of tinyjpg.com to take care of it.
I try and go all out with my gallery optimizations. Use a good keyword name on the phone (keyword-name.jpg) and then be sure to take advantage of all the tags (alt, title..etc). If you can squeeze some text onto the gallery page that's a plus as well!
New advertising option:
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