Seven Ways Architecture Firms Can Improve Their SEO Position
How Architects Can Improve Their SEO Position
Optimize Your SEO and Get Found Online
It's no secret that Search Engine Optimization (SEO) is a necessary component of any digital marketing strategy.
SEO is the internet magic mix that helps connect users to the services and information they want.
From an audience standpoint, it begins with the words and phrases someone enters into Google or their search engine of choice.
The results they get from that search will be the links they start clicking. Where your architecture firm lands in those search results, is the result of many pieces working together behind the scenes.
For your architecture website, there are strategies and tactics to improve your position in results when someone starts searching for terms related to your business. That's where SEO works.
Mastering the world of SEO is kind of like making a building's blueprints come to life: It doesn't happen overnight. Ranking on the first page of search engine results takes time.
At the most fundamental, getting SEO magic to work for you starts with publishing relevant, engaging content throughout your website.
Here are a few things architecture firms can do to move the process along.
1. Build Out Your Landing Pages
A landing page is every part of your website with a unique URL.
For example, if you only have one homepage with a scroll-down display of all your information, you just have one landing page. But, if you have multiple places that users can click on and navigate through, you have various landing pages.
Use these to your advantage.
The more landing pages you have, the wider your digital reach. Each new page puts you in a position to rank higher, but you have to use this tool correctly.
Be sure to customize all the URLs within your domain.
Instead of having a bunch of letters and symbols, use keywords to name each landing pages web address. This is a form of keyword optimization that helps relate to your audience as well as web bots and crawlers checking your site.
Also, don't make a landing page just to have another URL. Create each one to have a specific purpose.
2. Start and Keep a Blog
One of the best ways to expand your landing pages is to start a blog. This can potentially be a never-ending stream of fresh content to improve your SEO position.
Blogging on a regular basis means you have a regular flow of information sending out a positive signal to search engines. A blog is where you can use a mix of different high-ranking keywords in the architecture industry.
It is also where you can establish authority - not only grom an SEO perspective, but just as importantly with your ideal audiences. Authority means a better SEO position, higher levels of brand recognition, and greater loyalty.
3. Use a Responsive Design
Whether you are creating multiple new pages or focusing on your firm's blog, your website must be mobile-friendly. Better still, it should be a mobile-responsive design.
Responsive design is made to fit any size screen. It automatically adjusts to be as big as or as small as the space on the device, whether that's a desktop monitor, an tablet, or a smartphone.
Such an approach makes your website significantly more user-friendly. It means site visitors will be able to read content, use navigation, click through drop-down menus, and fill in forms, easily from any device.
More so, it works with all your other efforts to boost your website's SEO position.
Before responsive design, architecture firms had to build out one set of landing pages for desktops and another for mobile purposes. This resulted in split efforts between the two platforms. It didn't take long before the two versions were out of sync and out of date.
Responsive design one of the reasons Archmark builds many of our new websites on Squarespace, which includes built-in responsive mobile design features to optimize SEO performance.
4. Take Full Advantage of Images
Visuals play a critical role in sharing your architect firm's story, showing off your work, presenting your team. Those same visuals are a crucial part of SEO content creation.
High-resolution photos and videos will help keep site visitors engaged from the moment they land on your homepage to the most recent blog post they've read. Custom-made graphics and a professional logo design help as well.
Wherever you use images on your website, be sure to give the image a name. Go one step more and add captions to images whenever possible.
Combining copy with visuals requires you to use a specific keyword in that file name and caption. This helps you gain a little more SEO exposure than you had before, which adds up more than you might think.
5. Be Social
Social media is another major online tool to use when building out your SEO strategy.
Social media is where you can connect with fans and followers on a more personal level.
It is where you can share what happens behind the scenes of your design process. It is an outlet to give followers a sneak peek into new buildings, talk about architecture trends you love, and maybe even post job opportunities.
As you start and engage in all of these conversations, something else is happening: Your online reach is expanding.
This is a result of using targeted keywords in your social copy. It is also due to sharing your URL on all your social platforms and managing your online reputation.
Keeping a blog will help you generate fresh content to share on social media with links to pull people back to your website.
6. Create, Create, Create
When it comes to establishing a strong SEO position, always remember to keep creating. This keeps you relevant in the minds of users and on Google bots' radars.
Schedule your social posts a few weeks or even a month in advance. Make time to go live on Facebook and Instagram, too.
Similarly, have a plan for your blog. Set a goal of how many new posts you want to share each month. And don't forget to keep sharing snippets from those blog posts on your social media accounts.
Establish another list of how often you want to recycle old blog posts. If the content is still relevant, you can use a blog from a few months ago as an upcoming social media post. Or, place it in the bottom of your emails as another tool to bring users to your website.
When you feel stuck for your own original content, have some go-to sources to curate new material. For example, look to Architizer, Houzz, or Pinterest for trends and inspirations to share.
7. Optimize with Your Readers in Mind
The first and last thing to consider when improving your SEO position is your audience. Create everything with your ideal client persona in mind. This persona is a fictional identity based on real audience data within your niche market. It includes a name, age, gender, career, earnings, spendable income or project budget, decision-making process, and lifestyle habits.
Write copy and place graphics as if you are having a conversation with this person. Set up your website's navigation in a way that they would easily understand.
As much as SEO is about algorithms and bots, it is first and foremost about the audience you are trying to attract.
Use all these digital tools to effectively reach your real-life consumers. Think of SEO as driving attraction, not as an attempt to manipulate numbers and systems.
Take Your SEO Position to the Top
Not sure how all of the tools above relate to one another?
Having trouble grasping where to begin?
That is why we are here. The Archmark team is your professional resource for all things SEO. We know the way the digital world works and we are here to help you understand it, too.
Contact us today to discover how our services can increase your SEO ranking.
Cover photo credit: Scott Webb