Keywords are how potential clients find you via search engines, but not all keywords are created equal. Your business has a unique niche—are your keywords speaking to your unique clients?
Your online visibility depends on the keywords you choose. For something that matters so much, why do so many design and building professionals struggle to get keywords right? For many of you, your digital footprint may be on the edge of connecting with your ideal client. All you need to do is unlock your empathy and understand long-tail SEO.
There’s a lot to cover on this topic, but we’ll start with the fundamentals of how to identify and use keywords that truly connect with your audience’s needs and questions.
First, understand who your ideal clients are
Who are you speaking to? Start by profiling your ideal client.
Describe your ideal clients in detail, so you can create content that resonates deeply with a specific audience. Write down their demographic information, the types of projects they have, their budget, and their pain points. If you have existing clients, compare them to find similarities. If your current clients don’t represent who you’d like to be serving, do some research.
What specific services do they seek?
What problems do they want solved?
Try summarizing your ideal client in one sentence, like:
My ideal client is a homeowner looking for eco-friendly architecture on a mid-range budget.
or
My ideal client is a commercial property manager seeking maintenance services and clear communication.
Once you know your ideal client, then you can hone in on keywords. Otherwise, keyword research is premature—and could lead you astray.
Second, lean into the power of long-tail keywords
Now, let’s get into keywords—specifically, let’s talk about long-tail keywords.
Long-tail keywords are longer and more specific. For instance, “modern sustainable kitchen remodel in Austin” has a more specific search intent than “kitchen remodel Texas.”
Long-tail keywords tend to reflect the real questions or challenges your audience faces. If they search for “best drought-tolerant landscaping for small yards,” you immediately know several of the difficulties your client is dealing with. Though
Long-tail keywords have lower search volume but higher intent. In other words, the client is already aware of the problems they face and they are looking for someone to help them. This searcher is way closer to hiring someone.
If you can identify the right keywords for your business and your ideal clients, you can reduce competition and improve chances of ranking. Experiment with some Googling to see who is offering the exact service you offer.
Third, respond to real client problems and questions
Great keywords answer real client questions and concerns, not just services.
Your keywords need to reflect your clients’ problems—at every stage. By organizing your keyword strategy around all of their concerns, you’ll capture more leads.
- Planning: “how much does an architect cost”
- Design: “best materials for coastal homes”
- Hiring: “questions to ask a builder before hiring”
Great! Now you know what keywords to use. You can incorporate these questions and answers throughout your site, using them in blog posts, on service pages, and on your website’s FAQ page.
It’s reassuring when clients find answers to their specific inquiries. This builds trust and demonstrates expertise, while also capturing search traffic from people ready to engage.
Fourth, check keyword research tools for opportunities
Now that you’ve clarified your strategy, it’s time to use keyword research tools to confirm your approach.
Try tools like:
You’re looking for two things during keyword research: search volume and competition data. Look for keywords with a good balance of the two: enough searches but not impossible to rank for.
It’s worth analyzing competitors’ keywords to find gaps or underserved topics. You might be able to capture an underserved segment of the market.
Most importantly, keep updating your keyword list as market trends and client needs evolve. Don’t get stuck in a content strategy you made once. Keep improving.
Fifth, incorporate keywords naturally into your website
Finally, put those keywords to work. Use them naturally and conversationally.
Keyword stuffing is undesirable. It harms user experience and SEO.
Google may punish sites that cram keywords in unnatural ways—and they have ways of knowing.
So how do you use keywords naturally? Use them in titles, headers, meta descriptions, and body copy. Don’t overdo it, but create content about those keywords and then include those keywords in the headers and descriptions. Aim for topical coverage.
When writing, forget about the bots and write for humans first. This means clear and accessible language tailored to your specific audience. If your human readers find your content helpful, Google will, too.
Review and next steps
You’re here because you know that targeting the right keywords will help your design or building business connect with the people who need you most.
The successful keyword strategy starts with understanding your audience, using long-tail phrases, solving real questions, leveraging research tools, and writing naturally. This will boost your visibility, credibility, and ultimately your bottom line.
SEO can be a lot for one person (or a small team) to handle. Need help pinpointing the perfect keywords or designing a website that converts? Reach out to experts who understand your industry and can tailor a plan to your business.