How to Keyword An Architectural Website or Blog for SEO

Website Keyword Research For Architects

When prospective clients are looking for information on architects in their local area, they type words into a search engine. When they click enter, the results are based on relevant content found in website copy and blogs for the words and phrases submitted.  Search engines scan websites looking for keyword information and other factors to determine which websites have the most relevant information. Those websites with the best information will rank highest on search engine results pages.

The problem I see on may architectural firm website's is that they stick with popular keywords and they are competitive. A Google search for "architects" resulted in 245,000,000 results. The first page had Wikipedia, AIA, Architect Magazine, The Boston Society of Architects, and Architects Advocate. All of these are very popular websites with thousands of visitors weekly and the well-known media sites create a considerable amount of content daily. By converting the search term to a phrase, "marketing keywords for architects" my company, Means-of-Production had a blog listed in the third spot on the search results page. This illustrates the difference between a keyword and a long tail keyword phrase. Researching long tail keyword phrases and using them in the right way on your website Houzz page and blog will help you get found on the first page of search engines for topics and information that is specific tour services. Using location based keywords like the name of your town or city, using terms specific to the type or style of work you do, and using your thesaurus when conducting keyword research are all best practices. 

Keywords are essential for getting your architectural website or blog found online, but it’s not the only determinant. Adding keywords to your page content is just one component of a comprehensive search engine optimization (SEO) strategy. Too many keywords used incorrectly, can actually hurt you.

Keyword Research For An Architectural Firm

You have to have empathy and think about the words your potential clients are using when searching for an architect. What prospects always asking at your first meeting? Are they looking for advice on aging in place design, seeking an architect that understands modernism or do they just want to know what an architect will cost? Give some thought to how you might phrase these questions when searching online. Create a long list of potential keywords about architecture, your answers to client questions and write blog articles or other website page content that uses these terms.

I recommend that you use tools like Google Analytics, Keyword Tool, Wordtracker and Uber Suggest to research keyword suggestions based on the list you've come up with. Start with a particular topic and analyze the popularity of the keyword phrases in your list. The goal is to find specific keywords around the term architecture that are highly searched but have a low competition score. Generic terms like “Architects” face tremendous amounts of competition, and you’re not going to rank for them.

Here's an example of a high competition keyword. Every November Pantone puts out its color of the year. Every year thousands of interior designers write blog articles–with small amounts of text and lot's of pictures–about Pantone's color of the year. If you search for "Pantone color of the year", all of the search engine results on the first page are Pantone website pages. The second page has articles from Houzz, Better Homes and Gardens, Home Advisor, Zillow and other home improvement media giants. It's not worth the time or expense to write a blog about "Color of the Year" because unless your website is getting tens of thousands of hits monthly, your article won't show up in the first ten pages

Keep in mind that keyword based SEO is a specialized skill that's something of an art. It requires experience based predictions, trial and error, and practice. Getting better at choosing keywords, knowing where to use them on a website page and publishing new content regularly will get your architectural firm found online. We strongly suggest that you do not hire SEO specialists that email you anonymous solicitations. They will do more harm than good. One of our clients lost almost half his website traffic and saw sales drop by 20% due to black hat search engine optimization tactics and changes by Google in the way websites were ranked!

How Many Keywords Should Be Used in a Blog?

As a general guideline, aim for about 1-1.5 percent keyword insertion. If you’re writing a 600-word blog, insert your keyword no more than nine times. You should never "stuff" keywords. If they read awkward or feel unnatural, Google will penalize you, and so will your readers. Never employ dubious tactics like inserting lists of keywords about architecture in an attempt at ranking high. This too will hurt you, not help you.

What, Besides Keywords, Affects SEO?

Once again, keywords aren’t the only factor affecting your websites page rank. The following are factors that play a role and tips for leveraging them:

The design of your website has a lot to do with rank. Search engines are looking for sites that are easy to navigate, do not have typo's, are attractive, have compressed images with relevant alternative tags, and are mobile friendly. Most importantly, search engines favor robust websites with hundreds pages that are updated weekly. This is why blogging is so important.

Search engines can distinguish good content from bad and they have the ability to understand your page content in context with the other pages on your website. Make sure your website copy is well-written answers questions customers might have and write blogs and other content on topics that will interest your audience and encourage them to click on links. Do not fill your blog with promotional content. Very few prospects care about the contract you one or your new hire.

Social Media and SEO - It Pays To Post

Being active on social media, increases the odds that people will find you in web searches. Remember, social media sites are indexed just like other websites. This means that your Houzz page may show up in search engine results, even if your website does not.

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About Michael Conway

I'm the owner and strategist at 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 marketing tactics attract the right clients with exceptional architectural photography and brand messaging that sets you apart from the competition.