Keyword Your Photos and Projects On Houzz and Get Found 

If your company does business in the building trades as a contractor, design-build firm, architectural firm, interior designer or landscape architect, you're probably familiar with the website Houzz. If you're not, you should be. When Houzz is used correctly, it can be a valuable source of new leads.

Houzz is a way for consumers looking for companies in the building and design trades to connect with businesses that offer the services they're seeking. Think of it as a cross between Google and Facebook. Like Google, consumers can go to Houzz and type in search terms for the services or companies they're seeking and like Facebook, Houzz will scour its database of company profiles to match consumers with the companies that closely match the search parameters.

Much like optimizing your website for search, Houzz uses keywords that are relevant to your business, which you've embedded into your content, photo descriptions, and tags, to find your profile when a user types them into the search box. The relevance of the keywords you select and use to describe your Houzz galleries, project pages, and business, determines if your pictures or profile appears in the search results.

What Exactly Are Keywords and How Should You Use Them on Houzz?

Keywords are relevant words and phrases that you can use to describe your business. The keywords you choose help to determine if your business profile or images appear on the results page of a Houzz search.

Adding keywords on Houzz is a two-step process. The first step takes place when you first load new images to your Houzz profile. When you upload pictures into the project description pay attention to the box located at the bottom of the form. This box is dedicated to adding comma-separated keywords for your entire new portfolio. Make sure that all of the keywords you add relate to all of the photographs you're uploading. Use both precise and general words and phrases, but make sure they all relate to the photos. Some examples, “Neutral Living Room,” or “Mid-Century Modern”, use all of the allotted space. Avoid repeating keywords as Houzz will penalize you for this practice.

The second step is to tag each individual photograph with additional keywords. Use keywords and phrases that were not used when uploading the portfolio and again, try not to duplicate keywords. More keywords will help you to increase your visibility and attract a broader range of search queries.

Choosing Relevant Keywords

Choosing your keywords is an important element of your listing process. Think about some general descriptive words for example words like “bathroom” or “storage”. Always remember to include a comma between words and phrases. When you do this, the keyword will turn green signifying that it is correct.

Make sure that every word you choose is relevant to that particular photograph, as opposed to the more general words used for the overall portfolio. Try to avoid words that are technical in nature. The key is to think like your customer. How would they describe the photograph? They will tend to be more broad, than the technical terms that a professional might use.

Remember that homeowners will often use pairs of words, especially if they're not sure of what they are looking for. An example would be “modern kitchen” or “soaking tub.” Once you've entered general terms, try to get more specific. Describe the colors, textures, and materials used, for example, “ceramic”, “ceramic floor tiles,” and “patterned floor.” Think of how you would describe the picture to someone who can't see it. The number of keywords you add is up to you, but try to use at least 10 to 15 per image.

A Bit About Long Tail Keywords

While they are used less often by searchers, long-tail keywords can increase the targeted traffic you receive. Because they are longer phrases (typically three or more words) searchers who use these types of keywords are specific in what they are looking for. Using them can send more targeted traffic that is more likely to convert when compared to shorter ones.

Houzz Project Portfolios and Long Tail Keyword Research

Because Houzz does not offer a Keyword Research tool we recommend you research long tail keywords for use in your project descriptions using Keyword.io. Keyword.io is a tool that will allow you to get 750 long tail keywords sourced from Google for free. 

Keyword research is an important part of the process. Long tail keywords convert more because those users the employ them are generally farther along in the research process and closer to making a purchase. Understanding keywords is an important step towards driving traffic and converting it into leads. Using services like Google Search Suggest, or Keyword.io can help you to develop viable lists of keywords that will help you get found on Houzz.

About Michael Conway

I'm the owner and strategist at Means-of-Production. My firm builds Houzz profiles, Squarespace websites and marketing solutions for construction firms, architects, interior designers, and landscape design firms. Our marketing tactics attract the right clients with exceptional architectural photography and brand messaging that sets you apart from the competition.