Keyword Use and Search Engine Optimization for Architecture Firms

How To Use Keywords and Search Engine Optimization to ATTRACT new Architectural Clients

How To Use Keywords and Search Engine Optimization to ATTRACT new Architectural Clients

Think of keywords as a bridge that connects qualified prospects to your website. Your goal? To help as many people as possible find and cross that bridge – and into your firm's sphere of influence.

Keywords are words and phrases that people type into search engines when they’re looking for something online. Businesses looking to be found embed the same words and phrases on their websites to show up prominently in search results.

A potential customer might search for “architects Boston.” On the search results page, just below the paid advertisers, he or she will see a list of web pages, the most relevant first. A recent search for the phrase above yielded 17,500,000 results, presented about 10 to a page. Since most people never look past page 1 or 2, merely having the right keywords isn’t enough; you’ve also got to beat out your competition to land on the first or second page. 

Research Highly Searched Low Competition Keywords

Make sure you’re using keywords that get you found – and as many of them as possible. A little upfront research will help you work smarter and save lots of time and money in the long run. Need help getting started? The Google AdWords Tool page lets you type in your website or a competitor’s and see a list of keyword ideas as well as which are searched for most often in your area and globally, and how steep the competition is for each. Paying AdWords customers will see even more relevant information, and businesses can also make use of online marketing guru Hubspot's Keyword SEO Tool software (, which helps you analyze your keywords, increase your search rankings, decide which keywords are generating customers for you, and track the competition. 

Who are your customers and how are they searching online?

Who are your customers, and what words are they using to search for your services? It’s always helpful to see the world through their eyes, and you can do that by developing buyer personas, or profiles of different types of customers. Hubspot has good advice and a free template for businesses looking for a little help getting started.

Longtail Keywords Allow You to Be Specific and Target the Right Audience

Shorter isn’t always sweeter. More general search terms, such as “architects,” will have steep competition for rankings, and, frankly, they’re probably not going to be as helpful to you as something more specific, such as “architects Boston.” Even better: “residential architect Boston” or “residential architecture firm Boston,” or why not both? The idea is to come up with a list of search terms that are two words or more, and that accurately depict your particular business niche and attract fewer competitors for rankings purposes.

Write Content Using a Longtail Keyword and Use it in a Number of Places

You’ve created a list of keywords to help your business get found by the right people, so it’s time to create some website content to showcase them. Try to use one keyword phrase per website page, and include it in the page URL, the headline, the content itself, the image name, the alternative text (or alt tag) for the image, and the page’s metadata. Blogs are an excellent way to incorporate keywords into your site’s content – just follow the same advice in showcasing one keyword per post.

You’ve successfully incorporated keywords into your marketing strategy. Just remember: Keywords are the way your website gets found. The greater the number of relevant keyword phrases you feature on your website, the greater the chances that your site will be found for the services you offer.

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.