SEO for Architects
A Complete Step-by-Step Guide
In this guide, we'll walk through how to plan and execute an SEO campaign for an architecture firm, aiming to reach the top 3 Google results and attract more clients while positioning as an industry leader.
The process can be divided into 5 parts:
Create an SEO Strategy
Create High-Quality Content that Ranks and Converts
Update Content Regularly
Technical SEO
Monitor and Manage Architecture SEO KPIs
1. Create an Architecture SEO Strategy
The foundation of SEO for architects is campaign strategy. This strategy serves as your roadmap, guiding you on which keywords to target, what type of content to create, and in what order to develop your pages. The goal is to demonstrate to Google that you have expertise in a specific niche, proving you deserve top search positions.
How do you create this strategy? We'll cover it in the following steps:
Identify your target audience
Define keywords to target
Identify your target audience
Start by auditing your current client base or by listing the clients you want to attract. Is it, residential homeowners, developers, commercial businesses, public institutions..? —then rank them by preference and profitability.
To guide this process, your team should consider these questions:
What projects do we enjoy most and want to continue?
Who are our best clients, and what do they have in common?
What problems do we solve better than competitors?
Your answers will reveal which client types deserve priority in your SEO strategy. However, don't target your most competitive audience right away. Instead, develop a strategic approach: start with less competitive client segments to build initial visibility and achieve faster wins. As your website gains authority, gradually shift focus toward your primary, more competitive audience.
This client prioritization directly informs your keyword research and content strategy, ensuring your SEO efforts attract the right prospects from day one.
Here is an example of how a fictional Bay Area Architecture firm is naming and prioritizing his clients:
| Priority | Client Type | Why We Want Them |
|---|---|---|
| 1 | Real Estate Developers in Oakland | High project volume, zone is getting developed, good profitability |
| 2 | Residential Homeowners in Palo Alto | Fast decision-making, personal referrals, enjoyable projects |
| 3 | Tech Startups in Silicon Valley | Brand visibility, potential for large contracts |
| 4 | Public Institutions in California | Prestige, long timelines, high social impact |
Defining Keywords to Target
Once you've identified your target audience, the next step is defining which keywords to target, identifying transactional keywords and organizing them into topical pillars:
1. Focus on transactional keywords first. Every keyword reflects where a potential client is in their decision-making journey, with transactional keywords like "architecture firm for multifamily projects" or "hospitality architect NYC" signaling high intent to hire, while informational searches such as "how to design a passive house" or "cost to build a custom home in Miami" represent early-stage research that may not convert immediately.
2. Organize your strategy around topical pillars. Create clusters of related keywords that share the same root term, where each pillar can become its own content campaign, making content creation more efficient while demonstrating niche expertise that helps Google rank your site higher for related searches. A more detailed guide on how to create topical pillars (aka. The Hub & Spoke Model) can be found here.
Here's an example of how a fictional Bay Area architecture firm created the first keyword pillars to position themselves as design build firm:
| Design-Build | |
|---|---|
| ... | |
| ... | |
3. Use Google's autocomplete to fill the pillars and build comprehensive keyword matrices. Start by typing each pillar's root keyword into Google's search bar—the autocomplete dropdown will reveal commonly searched variations that real users are actually typing, giving you a data-driven foundation rather than guessing what your audience might search for. e.g.:
4. Extract transactional keywords from each suggestion. Write down only the terms that indicate someone actively looking to hire an architect, ignoring informational or research-based queries. Expand systematically through the alphabet. Repeat this process by adding each letter after your root keyword (root keyword + a, root keyword + b, etc.) to uncover additional search variations that don't appear in the initial dropdown. e.g.:
Following this process, the matrix will start to fill out. At the end of this process, you'll have 10-50 transactional keywords per pillar with clear content mapping.
| Design-Build | |
|---|---|
| Design-build architecture firms | |
| Design-build remodel near me | |
| ... | |
Avoid these common mistakes: Don't target keywords you already rank well for—focus your efforts on new opportunities instead. Avoid overly competitive broad terms like "architects in Miami" when more specific alternatives like "residential architects in Miami" are more attainable. Remember that you don't need to target every variation of your root keyword—be selective and strategic.
5. Assign page types to each transactional keyword. Decide whether each keyword should lead to a service page, location page, project gallery, or blog post, ensuring every keyword has a clear content destination (see example below). e.g.:
| Keyword | Search Intent | Page Type | Notes |
|---|---|---|---|
| design-build remodel near me | Buy | Product Landing Page | Someone searching locally with this level of specificity is ready to hire. The landing page should highlight location, process, testimonials, and a strong CTA. |
| design-build home renovations | Commit | Product Landing Page | This user likely has a project in mind and is comparing service providers. The page should showcase your expertise in renovations, process transparency, and project photos. |
| best design build firms | Commit | Comparison Blog Article | High commercial intent. A well-written comparison blog can rank well and build trust — include yourself but avoid major national competitors to maintain clicks. |
| architectural design build firm | Solve | Case Studies Page | The user is trying to solve for the right delivery model. Case studies showing completed projects from concept to construction will resonate well here. |
| architecture design build construction company | Evaluate | Product Landing Page | This user likely wants to understand full-service firms. A page that explains design-build benefits and shows proof via projects is ideal. |
| design-build architecture firms | Evaluate | Comparison Blog Article | This user is researching vendors. A side-by-side comparison of local or regional firms with a clear value proposition will capture their attention. |
| design-build home residential | Clarify | Blog Article | This is a fuzzy, exploratory search. A blog post like “How Design-Build Works for Residential Projects” will help clarify and warm the lead. |
These can then be organized into a single project, which can be completed within 3-4 months. Once finished, the team then moves onto the next topical pillar. Below is an example of what this process might look like for a 12-month campaign:
2. Create High-Quality Content that Ranks and Converts
Content drives SEO, and Google now favors pages that truly engage users. With so much mediocre content online, creating valuable, high-converting content is more important than ever.
Regardless of which keywords your architecture SEO campaign targets, what makes a page truly excellent is simple: the page must provide searchers with exactly what they're looking for.
Achieve this by following the three "P"s of high-quality SEO content:
Precision. Get to the point quickly—address their intent in the first paragraph and present information clearly to boost conversions.
Personalization. Use industry-specific language and examples to show you understand your audience’s unique needs.
Portion. Match content length to the query—go deep on complex topics, keep it brief for simple questions.
Enhance readability with visual elements. Incorporate tables, graphics, and strategic formatting to maintain attention and help readers quickly locate information.
Convert readers into leads with strategic calls-to-action. Include clear CTAs at the bottom of every page and mid-page where appropriate. When direct conversion isn't suitable, use internal links to guide readers to additional content and build trust.
3. Update Content Regularly
Once your content is live, regular updates are more effective than creating new pages from scratch for maintaining top search rankings. This is especially critical for industry reports and trend-focused pages.
Update your most important pages monthly, with others refreshed every 6-12 months. Changes should be substantial enough for Google to notice without requiring complete rewrites. Focus on these update types:
Time-sensitive content like market data, regulations, or industry developments
Charts and tables with current statistics and benchmarks
Introduction refinements to better address your target audience's evolving needs
Strategic internal linking to connect related content and improve site navigation
Track updates systematically using a keyword map or content calendar to maintain an overview of which pages need refreshing and when, ensuring no important content becomes outdated. e.g.:
| Value | Keyword | Title | Page Type | Last Updated | Link |
|---|---|---|---|---|---|
| 1 | design-build remodel near me | Design-Build Remodel Services in Your Area | Product Landing Page | May 15, 2025 | https://yourfirm.com/design-build |
| 2 | best design build firms | The Best Design-Build Firms in 2025 | Comparison Blog Article | April 28, 2025 | https://yourfirm.com/best-design-build |
| 3 | architectural design build firm | What Makes a Great Architectural Design-Build Firm | Case Studies Page | April 10, 2025 | https://yourfirm.com/case-studies |
