Professional SEO for architects and architectural firms looking to increase their revenue long-term.
Win new contracts and increase revenue with professional SEO for Architects
As an architect, you know the importance of a well-designed product.
So what good is a beautiful website if no one can find it?
That’s where Search Engine Optimisation (SEO) comes in.
If you’re looking for tips to improve your website or thinking of investing in professional SEO services, this article can help you.
We’ll take a look at the following:
Need help with your SEO?
What is Search Engine Optimisation or SEO?
SEO is the process of making your business and its website more visible to Google and other search engines like Bing and DuckDuckGo.
Being more visible allows potential clients to find you and your services easily.
For this to happen, you need to optimise your website.
Why?
Because search engines need to understand exactly what you offer so they can show it to the right audience when searched for.
We’ll take a look at how you can do this in a moment.
First, let’s look at the architectural market to understand its potential and a few common challenges it faces.
We can then understand how SEO can be one of the best marketing channels to grow your architectural firm.
If you’re an architect and already know this, skip on and find out how you can do SEO for your own architectural firm.
A little bit about the Architectural industry
With over 57,300 registered architects in the UK and the GVA of the UK architecture industry being £3.6 billion in 2019, it makes it one of the largest industries in Europe.
Find more statistics at Statista
Despite its size, the architectural industry faces many significant challenges, such as:
- A growing shortage of qualified architects in the UK, as demand for their services, continues to outstrip supply
- A lack of affordable housing in the UK which means keeping up with the demand for new homes
Whether you’re a solo architect or a large architectural firm, I believe SEO can help you and your business grow.
From recruitment to winning new contracts, the benefits of being more visible online are endless.
Why is SEO Important for Architects?
SEO can provide most businesses with a huge range of benefits.
Of course, this will depend on their individual goals, but why is SEO important for architects in particular?
You and your business will likely have individual marketing goals and targets you would like to meet.
We can assume these goals may include:
- Recruitment
- Winning new contracts
- Increasing revenue
So how can SEO help with these?
By understanding these goals and creating a detailed strategy, it can help by:
- Building brand awareness by improving visibility in search engines
- Increasing and directing relevant website traffic to your website
- Dominating local SEO search results and becoming an authority in your area
- Staying one step ahead of your competition by conducting advanced competitor analysis
- Increasing your sales and revenue by converting relevant leads into customers
Improving your SEO can make it easier for people to find you and your services, which can ultimately lead to more business.
All this information is great, but how do you put all this into practice?
If you are a busy architectural firm and in need of a consultant to handle your SEO, a managed SEO service is the best option for you.
On the other hand, if you have the time and internal resources to learn and implement SEO changes yourself, there are two options for you:
- Invest in a professional SEO Audit to discover every opportunity available that can improve the performance of your site.
- Learn from free SEO guides and resources and implement changes to your site.
If you decide to try and do things for yourself, I strongly recommend carrying out an SEO audit first.
This will give you an idea of what work is going to be involved and ensure it’s something that you can do effectively.
Let’s take a look at what’s involved in improving the SEO performance of your website.
But first.
Before we move on to how you can improve your own SEO performance.
Let’s take a quick look at a fundamental aspect of SEO that is vital to understand before you start.
What is it?
Keywords of course.
And to be more specific.
Keywords for architecture or architects.
Let’s take a closer look at how you can build these into your SEO Strategy.
Keywords for Architects
Architects and the architecture industry, like any other industry, need to have a solid digital marketing strategy in place to boost their online presence, attract new clients, and increase organic search traffic.
In this section, i’ll discuss keywords for architects and architecture, and how to leverage NLP keywords to improve your search engine rankings and drive organic traffic to your architectural firm’s website.
So where do you start?
First, it’s essential to understand what keywords are and how they can impact your website’s SEO position.
Keywords are the words or phrases that users type into search engines like Google and Bing when they are looking for information or services.
As an architect or architecture firm, you need to identify and optimise for closely related keywords that are relevant to your services and target audience.
One of the most important aspects of an SEO strategy is keyword research.
There are numerous keyword research tools available, both free and paid, that can help you identify high-ranking keywords related to your niche.
Some of the more popular ones include Google Keyword Planner (which is free), SEMrush, and Ahrefs (which, unsurprisingly are not free).
These tools analyse search engine algorithms to provide insight into what keywords are most likely to rank well and drive organic traffic to your website.
When selecting keywords, it’s essential to focus on both your main service keyword and other closely related keywords.
For example, if your main keyword is ‘restaurant architects’.
You may also want to target other related keywords like
- commercial architects
- interior design business
- building design services
By targeting different high-ranking keywords, you can establish authority within your niche and improve your website’s SEO position.
So now all that’s left to answer is the ultimate question all architects are asking?
How do I promote my architecture firm?
Promoting your architecture firm effectively involves leveraging effective digital marketing techniques.
And one of those techniques is SEO.
In my experience, SEO provides more long-term value than any other.
But I would say that wouldn’t I!
I love the way it keeps providing traffic for one keyword, long after you have moved on to another.
Whereas once you turn a paid Ad off, traffic stops!
So how can you promote your business with SEO?
Start by identifying relevant keywords and creating high-quality, engaging content to showcase your expertise.
Optimise your website’s title tags, meta descriptions, and headings, and focus on building a strong backlink profile to improve credibility.
Ensure your website is user-friendly and responsive on various devices, and maintain consistent business listings across online directories and social media platforms.
By implementing these fundamental SEO strategies, you can enhance your firm’s online visibility, attract potential clients, and build a strong market reputation.
Let’s look at this in more detail and (if you have the time and skill) see how you can do this for yourself.
How to do SEO for your architectural firm
Keyword research
When it comes to keyword research for architects, there are a few things you can do to help create a list of great keywords to target.
Think about the kinds of search terms that customers might use when searching for businesses such as an architect or construction business for example.
Then add them to a list.
TIP: If you wanted to hire an architect, what would you type in google? Start typing in Google and see what it suggests!
Another great way to help you find keywords is by utilising the ‘Related searches’ snippet in Google itself.
To do this, simply make a standard search for ‘Hire an Architect‘.
Then scroll to the bottom of the page where you will see the ‘Related searches’ snippet.
This list provides you with a great selection of long-tail keywords that your customers are searching for.
Simply add these to your list.
Repeat this process for each of the services you offer.
Competitor analysis
When it comes to analysing your competition, there are a few key things you need to keep in mind.
First, take a look at their backlink profile. This will give you an idea of what kind of link building they’re doing and how successful it is.
Depending on your knowledge of SEO and your budget, you can use SEO tools such as semrush or ahrefs to do this.
Secondly, take a look at their on-page optimisation.
This includes elements like keyword density, title tags, meta descriptions and image optimisation to name just a few.
All these elements play either a direct or indirect role in how well a page ranks.
You can also investigate their social media presence.
This can be a good indicator of how popular they are with potential customers and how well they’re promoting their business online.
Finally, nothing can beat a manual Google Search to see how they currently rank for the exact search terms you are targeting.
By keeping these factors in mind, you’ll be able to get a good idea of what your competitors are doing.
But most importantly, how you can beat them to the position 1.
On-page SEO
As we know, when someone searches for something online, they use keywords.
And for a webpage to rank for those keywords it must be optimised correctly so that search engines know your page is relevant for that person.
To do this, strategically place these keyword terms in specific places on your page.
These should include, page titles, descriptions and alt text, as well as using synonyms throughout body text content.
Your primary aim must be to create helpful content that provides the searcher with as much value as possible.
Technical SEO
Technical SEO involves improving a website so that it meets the technical requirements set by search engines to rank.
Technical SEO includes:
- Site architecture
- URL structure
- XML sitemaps
- Structured data
- Site speed
- Thin content
- Duplicate content
- 301 redirects
- Canonical tags
- 404 pages
Fixing all of these factors is very important when it comes to improving the overall performance of a website.
In some cases, you will require a developer to help you address these issues unless you have the resources internally.
TIP: You can use Screaming Frog SEO Spider to extract data from your website.
Another great tool to check the technical performance of your site is the Google PageSpeed Insights tool.
This allows you to see how fast your website loads on desktop and mobile devices.
You can also check for broken links using this handy website.
There are many benefits of improving your technical SEO, including:
- Helping to improve a site’s visibility in the search engine results pages
- Helps to improve a site’s speed and performance, making it easier for visitors to use the site, and it can also reduce bounce rates
- Helping to improve a site’s security and stability, protecting the site from hackers and other malicious activities
Technical SEO is an important part of any search engine optimisation strategy. If you want to improve your site’s ranking in the SERPs, technical SEO cannot be neglected.
However, it’s also important to remember that technical SEO is just one part of an overall strategy.
To achieve the best results, you should also focus on other aspects of SEO, such as link building, content marketing, and social media.
Create valuable and helpful content
When people search for architects, they will likely use keywords such as architectural design or residential architecture.
For your content to rank for a primary keyword such as these, you need to include it within specific areas of your web page, including:
- Title tag
- Meta description
- H1 title
- H2 title (a variation)
- First paragraph
- Last paragraph
- Alt text
To create relevance around your primary keyword use related terms (synonyms) throughout the rest of the content.
Make sure your site is mobile-friendly
More and more people are using their phones and tablets to search the web, so your site must work on all devices.
A report conducted by Hitwise claimed that nearly 60% of all online searches are now carried out on a mobile device.
Due to statistics like this, Google now operates on mobile-first indexing.
But what does this mean?
Simply put, where possible Google will use the mobile version of your website for indexing and ranking in the search results.
If you want to check if your website is mobile-friendly, you can use Google’s Mobile-Friendly Test tool.
If it requires any improvement, this free tool will give you a list of things you need to improve.
Use social media to your advantage
Staying active on social media can be a great way to promote your website and attract new visitors.
Social media activity isn’t a direct ranking factor for SEO.
Yet, regularly posting and engaging on social channels can send positive social signals between sites.
Look at this research done by backlinko.
It shows how every social network, including Twitter, Instagram, and Facebook, gives new posts a temporary boost.
Harnessing the Power of Google Search Console (GSC) for Architectural Firms
Now you have an insight into how to do SEO for your own architecture firm.
Another free SEO tool that you need to be aware of is GSC.
This is one of the most powerful tools available.
And it’s completely free!
It’s provided by Google themselves and allows businesses to monitor, maintain, and optimise their website’s performance in Google search results.
In this section, I’m going to give you an overview that will explain how architecture firms can leverage Google Search Console to improve SEO and achieve better rankings.
Setting up GSC
First things first, you need to set up an account and verify your website.
To do this, simply follow these steps:
- Sign up for a Google account or use an existing one.
- Visit the GSC website and add your website URL.
- Verify your website by selecting one of the available verification methods (e.g., uploading an HTML file, adding a meta tag, or using your Google Analytics or Google Tag Manager account).
Submitting your sitemap
A sitemap is a file that lists all the pages on your website, to help search engines understand your site structure and index it more efficiently.
Once you have created a sitemap for your architecture firm’s website, submit it through GSC to ensure Google is aware of all your pages.
Monitoring your site’s performance
GSC offers several features to help you monitor your website’s performance in search results:
- Performance Report: This report displays key metrics, such as clicks, impressions, click-through rate (CTR), and average position for your website. By analysing these metrics, you can identify areas of improvement and optimise your content accordingly.
- Coverage report: This report shows the indexing status of your website’s pages. It will notify you of any errors, warnings, or excluded pages, allowing you to address any issues and ensure your website is properly indexed.
Optimising your website’s content
Using insights from GSC, you can optimise your website’s content to improve its SEO performance in search engine results pages.
Some strategies include:
- Targeting relevant keywords: Use the performance report to identify high-traffic keywords related to architecture and incorporate them into your website’s content.
- Addressing errors and warnings: Resolve any indexing issues highlighted in the coverage report to ensure all your pages are indexed and discoverable.
- Improving mobile usability: GSC provides a Mobile Usability report that identifies any issues with your website’s mobile version. Address these issues to ensure a seamless experience for mobile users, as Google prioritises mobile-friendly websites in its search results.
Enhancing your website’s structure
A well-structured website improves user experience and enhances SEO performance.
And GSC can help with this too:
- Implementing structured data: Structured data helps search engines better understand your website’s content and can result in rich snippets in search results, improving your website’s visibility. Google Search Console provides a Structured Data report that can help you identify and fix any issues with your structured data implementation.
- Optimising internal linking: A good internal linking strategy can help users navigate your website and help search engines understand your site’s structure. Use the Links report in Google Search Console to analyse your site’s internal linking and optimise it for better SEO performance.
Next up, local SEO for architecture firms.
Local SEO services for Architects
If you’re an architect that provides a service to an immediate geographic location, e.g. Barrow or Lancaster, local SEO is something you should be paying attention to and should be included in your overall SEO strategy.
It is another essential aspect of any successful digital marketing strategy, especially for architects and architecture firms.
After all, it’s likely people are searching for a local business or architect to help them with their requirements.
By optimising your website for local keywords, adding your firm’s address and contact info, and creating location pages for each of the areas you serve, you can improve your local search engine rankings and attract more clients from your target areas.
If you’re not ranking high in local search results, then you’re missing out on a lot of potential business.
When it comes to local SEO, Google uses the information from your GBP profile to populate the local 3-pack.
This is sometimes referred to as the map-pack.
It’s usually shown at the top and contains the 3 most relevant businesses and their location on a map.
The image below shows a local search for ‘Architects’ in Cumbrian town of Barrow-in-Furness.
So how can you make sure your architectural firm is ranking high in local business search results?
Using local SEO of course!
Here are a few tips:
Step 1
Optimise your website for the local business area. This means including your county, city or town within your:
- Page headings
- URL
- Page title
- Meta description
- First paragraph
- Last paragraph
Step 2
Get listed in local business online directories. This can help improve your local search visibility and also give customers another way to find your website.
Step 3
If you haven’t already, set up a Google Business Profile (GBP) for your firm.
This is a free listing through Google that is shown when people search for your business name or do a related search.
Include important details like your business hours, location, website, and phone number. You can also upload photos of your work, team and office.
To get the most out of your GBP, make sure you:
- Use keyword-rich descriptions
- Choose the right category for your business
- Add as much information as possible
- Include photos and videos
- Respond to reviews
- Keep it up-to-date
This is one of the most important local SEO ranking factors, so it’s crucial to take the time to get it right.
Step 4
Encourage customers to leave reviews. Business reviews are crucial for local SEO. It’s worth asking clients to leave a Google review, plus reviews on other popular sites like Trustpilot and Facebook.
SEO for Architects – next steps
As an architect, you want to make sure that your website is optimised for search engines so that potential clients can easily find you online, nationally or via local seo.
However, simply running your business and working on current projects takes up most of your time.
It may be tempting to try and implement SEO yourself, however, the time it takes to effectively run an SEO campaign is always underestimated.
Unless you know exactly what you are doing, you can cause more damage to your rankings and may pick up a manual action from Google.
You can avoid all these issues by confidently investing in SEO services that can have a life-changing effect on you and your business.
You can be assured your business continues to grow month after month, while your time is spent where it is needed most – running your business.
I work with clients all over the UK, including Manchester and London, so don’t worry if you’re not in Cumbria or my second location in Lancaster.
I am confident that I can help you and your business increase revenue using SEO for architects. Contact me or book your free consultation and let’s get started.
Do you want to be the authority in your field?
Book your FREE Consultation and let’s get started today.
