Your online efforts rely on potential clients finding your website. It doesn’t matter if your work is more desirable than Joesph Eichler, how profound the scholarship or the appeal of your architectural photographs if customers can’t find you. Search engine optimization (SEO) is one method for getting found online and keyword choice is one of the critical elements of SEO.  

Keywords are actually quite simple to understand. They are the words or phrases that people type into search engines to find specific information online. Keywords when properly used can lead visitors to your website, blog, Houzz page, web copy, graphic design, video and photographs. 

Understanding keywords, how to research them effectively and use them properly is one of the most effective digital marketing strategies. Search engines like Google rank web pages in part based on the effective use of keywords. The goal is to get your site to rank high on search engine results pages or SERPs for keywords that your customers would use to research and find your business online. 

The beauty of keywords is that when used properly, they attract the customer’s that best fit your needs. Proper research using online tools like Google Keyword Planner, UberSuggest, or WordStream can help you to determine the exact keywords and phrases customers would use when searching for residential architects. Through keyword research, you’ll come to understand your market, their pain points, and buying process. Bottom line, use keywords effectively, and customers will find you! It's the first step in a marketing workflow that guides a customer through the buyers journey from introduction to your firm to signed contract.

What Makes A Great Keyword? 

You probably already know certain keywords and phrases that will apply to architects. Using keyword research tools, you can begin to expand on those keywords to find other related, or relevant keywords that apply to your business. At it's most simplistic, if you're a residential architect, then the keywords "residential + architect" are keywords you want to be known for.

The next step comes through frequency of use and conversion, or getting visitors to your site, and then converting them into leads. As a rule of thumb keep your keyword insertion rate at less than 1%. For each 600-word blog article you write, use no more than 6 keywords. You can begin to narrow down keywords and phrases for effectiveness based on how they translate into qualified leads and sales. As you develop your list and determine valuable keywords associated with “residential architects” you can then type them into Google yourself to learn more. 

If your search results page returns with a lot of sidebar advertisements, it’s a good indicator that that word or phrase is highly competitive. You can then begin to create content that utilizes these “popular” words, which will influence your SERP rank. 

Using popular keywords to build Google AdWords campaigns is another great way drive traffic if your customer lifetime value warrants the expense. While primary words and phrases such as "residential architect" can be expensive, your research should yield some secondary words that can be affordable and effective for your business. An example of this is "California Mid-Century Modern"

Think Long-Tail Keyword Phrases! 

One common misconception is that your goal should be to rank near the top of a Google search for a simple keyword like “architects.” The fact is, while those positions and words are highly coveted, it easier to rank well for longer phrases, of two or more words. Beyond three word phrases, we come upon the “long-tail.” Sticking with the example above, the longtail keyword phrase would be "California Mid-Century Modern Residential Architect"

Long-tail is valuable because it provides several keywords and can allow you to target your marketing more specifically. It also is generally less competitive, which makes it easier to rank highly on SERPs and if purchasing keywords for online paid advertising, these keywords are usually considerably cheaper. It is doubtful that using our mid-century modern long tail example is going to result in clients that want a replica of a "Traditional Queen Anne Late Victorian Home" (Though that might be a good keyword for an entirely different architect.)

Ongoing Keyword Research 

Keyword popularity often changes, and as a result, it’s necessary to continue refining your search. The best free tool for ongoing research is Google’s AdWords Keyword Tool. Using this tool, you’ll be able to determine high-value keywords and phrases that work for your business.  

The key to SEO success lies in the research. Seeking out less competitive keywords and long-tail phrases can pay off big and be of tremendous value. Understanding how to use those phrases and words get you found online, generate targeted customers and help you close more sales. 

About Michael Conway and Means-of-Production

My firm builds Squarespace websites, Houzz profiles, and content marketing and advertising solutions for architects, interior designers, design-build contractors and landscape design firms. Our all-in-one tactics attract the right clients with exceptional architectural photography and brand messaging that sets you apart from the competition. Contact me for a free-of-charge consultation and marketing review. It takes about 40 minutes and you'll be provided a list of actionable improvements designed to solve your specific marketing problems.