You should spend a reasonable amount of time on improving your search rankings so that anyone that searches for an architect has a better chance of finding you.
I’ll give you 3 low-hanging, actionable SEO tips that will put you on the map and help you appear in more organic search results.
What is SEO for Architects?
Search Engine Optimisation (SEO) is the process of continually improving your website to come up organically more frequently in searches for products or services related to your business. SEO simultaneously affects searches on Bing, Google, DuckDuckGo, and all other search engines.
Coming up in search more often is vital for any architect. Improving your SEO will increase your visibility and the number of visitors your website receives.
Anything is better than nothing.
I’ll show you several tips that you can put into practice today, but keep in mind that it’s not all or nothing! Any time spent optimising your website and content for search engines is time well spent.
Feel free to start small and work your way up to the ideal state of your site’s SEO. These tips are a great starting point, but it would benefit you more to act on 1 tip than to just read 4. Let’s dive in:
1. Tune-up your meta tags.
Meta tags define what search engines see and push to the top of the search rankings. Our goal is to make these tags descriptive and include some of the search keywords that we’re interested in being seen for.
If your website uses a CMS (content management system) like Squarespace or WordPress, you can alter your title and description tags without needing any code at all.
Rules for meta tags and section headings sometimes change, but in general, I recommend keeping to these criteria:
Meta Title Tags
Keep your title tags concise and descriptive. The recommended character count for title tags is 50-60 characters. Ensure that every single page has its own, unique title tag.
Meta Description Tags
Same as with title tags, make sure every page has its own, unique meta description tag. These descriptions show up under the title in search results, so they will heavily impact your website’s clickthrough rates. Try to be as descriptive as possible with these tags but try to stay under 160 characters when possible.
Page headings include headers, sub-headers, and page titles on each page of your website. The right page structure can help search engines crawl your pages more accurately so you can rank higher more easily. Include these types of headings on every page to give search engines the best idea of what is on your site.
Since most of you are probably using Squarespace to build your website, here is a great tutorial video by Big Cat Creative that demonstrates how to change your site’s meta titles.
2. Setup new pages for important target keywords.
Title tags should always be consistent with what the page itself is about. If you want to turn up in Google for a very specific search query like “Commercial Architects in London”, then you may need to create a brand new page for that.
Here’s an example from MATA Architects. They created a specific page that talks about their approach to commercial architecture, set the page title as “Commercial Architects London | MATA Architects” and set their main page headline to “Commercial Architect Services London”. Each of these decisions makes it clear to Google what this page is providing information about.
Here is another example of an SEO service page targeting a single niche, except this time it is B.E Architecture trying to have their website show up in Google searches for “country house” or “country house architects”.
3. Write blog posts that answer common questions.
While our main website pages will help us to rank for keywords people might search for if they’re looking to hire an architect today, many people are turning to Google to answer their questions about what architects do, what we cost, and how every aspect of our process works.
That’s where blog posts come in.
Writing blog posts falls into the broader category of “content marketing.” The more content you have on your website or blog, the higher your chances are of showing up in search results for the kinds of questions people are Googling.
Here is a small sample of the different topics Architecture For London have written about that help drive 10k+ high-intent visitors to their website each month:
- What is a feasibility study?
- How long does planning permission take?
- What is a Maisonette?
- How much does a house extension cost in London in 2021?
- Architect’s Services : What services do we offer?
- How much does it cost to build a house in 2021?
- What is a Construction Phase Plan?
- How much does a side return extension cost in London?
By answering questions people may have about architecture, you’ll improve your overall SEO and have a chance to appear in search results when that answer is searched for.
If you’re looking for new content ideas, you can search for something like “architects fees”, and Google will show you related searches at the bottom of the results page. From this search, we can see that people are interested in fees for specific cities, fees for renovations, calculators to help them estimate their project fees, and information about percentage-based fees. These could be individual articles, or sections of a big article on fees.
Before you get started writing one of these articles, do a bit of research to see what companies and articles are already showing up in Google for the keyword or query you’re trying to target.
You’ll need to make sure that your piece is more informative and detailed than what’s already out there.
4. Consider local search.
Our last tip is to consider people searching for local architects. This can often be a search like “architects near me” “architects in my area” or “best architect Houston.”
Google often shows results with local intent in mind first. They’ll show Google My Business listings to the right side of the main search results, as well as prioritise local architects’ websites at the top of the results.
If you don’t already have one, you should create or claim your Google My Business listing so that you show up in local searches. It doesn’t take long to do, and it really goes a long way toward improving your SEO.
Once you get a few positive reviews, and begin improving your SOE overall, you’ll start seeing your Google My Business location turning up higher in the local search results too.
But wait, there’s more!
Improving your SEO is a great step toward getting more visitors to your site and booking high-ticket jobs. The more time you spend on these improvements and learning the ins and outs of SEO, the better your business will perform!
If you want to spend more time doing what you do best (you know – architecture?), rather than learning how to do SEO, that’s okay too! At Vanity Projects, I’ve combined my expertise in architecture with my 1,000’s of hours helping clients attract amazing clients.
I can give you advice on your SEO so you don’t have to figure this stuff out on your own! Book a chat with me to get started and see how I can help or visit my site for more information on what I can do for you.