Architects: key strategies for dominating local search (2024)

Local search plays a crucial role in the success of any service business, and architecture firms are no exception. With the rise of geolocated search queries like "architect near me" or "architect Paris," it is imperative for architects to implement an effective local SEO strategy to be visible to their potential clients. In this article, we present the essential strategies for optimizing local search and enhancing your search engine rankings as an architect.

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1. Understanding local SEO

Before delving into specific strategies, it is important to understand what local SEO is and why it is crucial.

What is local SEO?

Local SEO is a search engine optimization technique that involves optimizing a business's online presence for local searches. This includes elements such as geolocation, local customer reviews, and the use of keywords specific to a region or city.

Why local SEO is important for architects?

1. Local searches: according to Google, 46% of all searches have a local intent, and users often look for nearby services.
2. Quick decisions: 76% of people who conduct a local search on their smartphone visit a business within 24 hours.
3. Local competition: many architects operate in specific geographical areas, meaning local competition is strong.

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2. Optimize your Google My Business listing

Google My Business (GMB) is an essential tool for local SEO. This listing will appear on Google Maps results and in search results, providing essential information about your establishment, making it crucial to fill it out correctly so that it appears when users perform a search. Here's how to optimize your listing:

Complete the listing

• Business name: use the exact name of your business.
• Address: ensure the address is correct and formatted according to local standards.
• Category: choose specific categories like "Architect" or "Interior Architect."
• Phone and website: provide a local phone number and a link to your website.

Add photos and videos

• Photos: Add photos of your projects, team, and office, for example. This allows visitors to understand your approach, get a glimpse of your projects; which encourages them to visit your website and generates qualified traffic.
• Videos: Short videos showcasing your projects or design process are also beneficial.

Collect customer reviews

Customer reviews are a crucial element of local SEO:

• Request Rreviews: encourage your clients to leave a review after each project. These reviews will be valuable for increasing your reputation and for your communications.
• Respond to reviews: respond professionally to reviews, whether positive or negative. Responding to reviews sends a strong signal to visitors that you are attentive and available. Respond as quickly as possible to these reviews!

Google posts

Google Posts allow you to share updates directly on your GMB listing. Share announcements, events, or relevant blog articles.

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3. Optimize your website for Local SEO

Your website should also be optimized for local searches. Here, we list all the techniques to be implemented to optimize your ranking.

Local keywords

• Keyword research: use tools like Google Keyword Planner or SEMrush to identify relevant local keywords. These keywords optimize your positioning and therefore your natural ranking. They allow you to reach the top results on search engines like Google and thus generate traffic.
• Natural integration: integrate these keywords naturally in the content of your site, including in titles, descriptions, and paragraphs. In the long run, these optimizations will benefit you.

About page

• Local Information: Include information specific to your location (city, region).
• History: Share the history of your business in the region and your local involvement.

Contact page

• Complete contact information: include the address, phone, email, and a map for location.
• Contact form: ensure the contact form is easy to find and use.

Technical optimization

• Meta tags: ensure that the title tags (your titles) and meta descriptions (descriptions of your pages) contain local keywords.
• Structured data: use structured data (Schema.org) to help Google understand your site and your business. To learn more about how structured data works, we recommend using our free SEO checklist for your website, 10 simple and effective steps to improve your online ranking.

Local content

• Case studies: publish case studies of local projects to show your expertise in the region.
• Blog: write blog articles on local topics or specific to your region.

Finally, ensure that your pages are indexed on Google so that visitors can find them when searching for keywords. This will increase the number of clicks to the site's pages and improve your SEO ranking over time.

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4. Local backlinks and citations

Local backlinks (links pointing to your website) and citations help to enhance your geographical authority and relevance.

Local citations

• Local directories: register your business in relevant local directories.
• NAP consistency: ensure that the Name, Address, and Phone (NAP) are consistent across all directories you are listed on.

Local backlinks

• Collaborations: collaborate with other local businesses to obtain backlinks.
• Local press: contact local media to get mentions or interviews.

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5. Managing reviews and online reputation

Managing customer reviews and your online reputation is a key aspect of local SEO.

Collect reviews

• Customer follow-up: regularly follow up with customers after each project to obtain reviews.
• Multiple platforms: encourage customers to leave reviews on multiple platforms, including Google, Yelp, or Trustpilot, for example.

Manage negative reviews

• Quick response: respond quickly and professionally to negative reviews.
• Offer a solution: try to provide a solution to the problem raised by the client.

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6. Monitoring and analyzing performance

Tracking the performance of your local SEO strategy is essential to identify areas for improvement.

Google My Business insights

Use GMB Insights to analyze the following:

• Search queries: discover the search terms that led to your listing.
• User actions: analyze the actions users take after visiting your listing (call, visit the site, request directions).

Google Analytics

• Local traffic: use Google Analytics to track traffic from your target region.
• Popular pages: identify the most visited local pages.

Rank tracking Ttools

Use tools like Moz Local or BrightLocal to track your local ranking in search results.

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Local SEO is a relevant strategy for architects who want to attract more clients in their area. By optimizing your Google My Business listing, improving the content and structure of your website, and effectively managing customer reviews, you can dominate local search results and significantly increase your online visibility. Remember to regularly monitor your performance and adjust your strategy to maintain your dominant position in local search results.

If you wish to improve your website and online ranking to grow your business, do not hesitate to contact us to benefit from a free audit of your site and understand areas for improvement.