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Tyler ShannonApr 24, 2024 11:58:25 AM3 min read

Understanding SEO for Architecture Firms

The TL;DR on SEO: 93% of web experiences start with a search engine and 75% of users never look beyond the first page of search engine results. This underscores the vital role of enhancing your visibility in search results. 

The process of positioning yourself for better visibility in search engines is called Search Engine Optimization (SEO). An excellent SEO strategy can boost organic traffic,  meaning visitors find your site naturally via search engine results and not through paid advertising. And directing visitors to your site through organic traffic could lead to more qualified leads because your content naturally aligns to what your visitors are looking for.

But as an architect, you may be more concerned with optimizing envelope performance rather than searches–we caution you to consider them equally.

Why is SEO pivotal for architecture firms?

Architects have traditionally been slow to adopt new business technologies, often opting to stick with traditional tools and instinctual decision making. This propensity for status-quo principles can create a divide in a rapidly evolving digital landscape and market.

Modern clients are technologically adept, and their expectations often include using up-to-date tech for more efficient, streamlined processes. Your clients get personalized content from Netflix, so is it a surprise that they might expect the same from your services? When architects are late in taking to these new tools, they risk not matching up to their clients' expectations, thus possibly missing out on significant opportunities. 

Being responsive to this change is crucial for architects who want to remain relevant in the modern marketplace. Clients are primarily online these days, and they use search engines to find suitable architecture firms.

Moreover, economic trends and the slowdown in commercial construction is making design work more competitive. With 40% of architecture firms relying on word-of-mouth marketing, those that are proactive about their digital marketing will have an edge. Hence, architects must make sure that they are visible in ALL the places where their clients are most active. Implementing an effective SEO strategy is table-stakes.

Developing content particularly tailored to your potential clients' requirements significantly boosts the efficiency of a robust SEO strategy. Creating engaging content or showcasing innovative projects must be aligned with the keywords your clients are searching.

Imagine for a moment, that you are in your client's shoes. What architectural services do you think you would search for online? Maybe it would be 'sustainable architecture designs firms' or 'office renovations'. Here, your SEO strategy's strength lies in keyword research. Tools like Google's Keyword Planner help gain insights into popular search terms in your locality or specialty. Once you've figured these out, you can integrate these keywords into your content, enhancing your visibility in search engine results. 

Side Note: Hourglass Collaborative offers SEO Research and Reporting, leveraging our acces to marketing industry software. If you're interested in an SEO Research Report for your business, book a discovery call.

SEO isn't just a tool; it's a powerful way for your architecture firm to stand out online. By mastering SEO, you're building a stronger bridge that connects your business with prospective clients, setting you on a path to expansion and success. 

Crafting a Robust SEO Strategy for Your Architecture Business

Using keywords effectively is arguably one of the best SEO tactics for architecture firms. These are specific words or phrases that potential clients might use when looking for architectural services. Embedding these keywords into your website's content, meta descriptions, and title tags will help boost your visibility in search engine results. 

For the people in the back: Embedding targeted keywords into your website's content, meta descriptions, and title tags will help boost your visibility in search engine results.

Often, architect marketers will overlook the importance of meta descriptions and html tags. They're important, don't forget them.

Building links is another vital SEO strategy. This process entails obtaining hyperlinks from other reputable sites back to yours. These links can enhance your website's authority and visibility on search engines. You can build links by guest posting on relevant industry blogs or securing features in local news outlets. 

Finally, don't forget to track and analyze your website’s SEO performance. Using tools like HubSpot will help you identify which strategies are working and which need to be improved. You can use this data to refine your SEO tactics and make them more effective.

Are you ready to start proactively bringing in more clients? Get started on your SEO-driven inbound marketing strategy by booking a discovery call with our team.



Tyler Shannon

Tyler Shannon is a digital transformation strategist, certified HubSpot Solutions Partner, architect-emeritus, and technologist.