SEO Basics for Architecture Practices: How to Grow Your Visibility Online
- Carys Dorritt
- Apr 26
- 4 min read
Updated: May 3
If you're running an architecture practice, you already know how important reputation and word-of-mouth are. But today, if you're not visible online, you're missing out on a huge part of your potential market. Whether you're attracting residential clients, commercial developers, or even local councils, strong SEO for architecture practices can help you stand out and win more work.
At The Polka, we specialise in marketing and SEO for built environment businesses — including architects — and we know the unique challenges and opportunities in your world. In this guide, we’ll break down the basics of SEO and how your practice can start seeing better results online.
Why SEO Matters for Architecture Practices
When someone searches for "architects in [your city]" or "best architecture practice for extensions", you want your firm to appear on that first page of Google. Why? Because the vast majority of potential clients never click beyond it.
Good SEO (Search Engine Optimisation) means your practice shows up when it matters — when potential clients are actively looking for the services you offer. And not just in terms of traffic. Done properly, SEO brings the right traffic: people ready to hire.
1. Start with Solid Keyword Research
The first step to better SEO for architecture practices is understanding what your clients are searching for. It's rarely just "architecture." Instead, it's often:
"Residential architecture practice in [location]"
"Best architects for listed buildings"
"Contemporary house extensions architects"
Practical Tip:Use free tools like Google Keyword Planner or Ubersuggest to find out exactly what terms people are using. Focus on specific phrases (called long-tail keywords) that match your services. These are easier to rank for and bring higher-quality traffic.
👉 Example: Instead of targeting "architects", target "architecture practice specialising in eco homes London".
2. Optimise Key Pages Properly
Once you know your keywords, you need to weave them naturally into the important pages on your website — especially:
Home Page
About Page
Service Pages (e.g., Residential Architecture, Commercial Projects)
Location Pages (if you serve multiple areas)
Best Practices:
Include the keyword ("architecture practice" + location) in the page title, meta description, and headers (H1, H2 tags).
Mention it naturally within the text — but don't overdo it. Think of SEO as seasoning, not the main ingredient.
Ensure each page has a clear call-to-action (e.g., "Get in touch for a free consultation").
Remember: Google's job is to give users the best, most relevant result. If your page reads awkwardly because you're forcing keywords, you're unlikely to rank well.
3. Build Authority Through Content
Architects often have amazing project stories to tell — and these make brilliant blog content that can supercharge your SEO.
Regularly publishing useful, interesting blogs shows Google (and your audience) that you're an expert. It also gives you more opportunities to target those longer, more specific keywords.
Content Ideas for Architects:
"Planning Permission Advice for Homeowners"
"How to Choose the Right Architecture Practice for a Commercial Project"
"Sustainable Design Trends in 2025"
Each blog you publish is another doorway for potential clients to find you.
Pro Tip:At the end of each blog, link back to relevant service pages. It helps guide users deeper into your site and boosts SEO.
4. Local SEO Is Critical
Most architecture practices operate regionally. That’s why Local SEO is crucial.
Key steps to improve your local visibility:
Set up and optimise your Google Business Profile (this helps you appear in map results).
List your practice in reputable online directories (e.g., Yell, Houzz, RIBA directory).
Encourage happy clients to leave reviews on Google.
Important:Make sure your Name, Address, and Phone Number (NAP) are consistent across your website, Google profile, and any directory listings.
5. Build High-Quality Backlinks
Backlinks — links from other websites to yours — are like votes of confidence in Google's eyes. The more good-quality backlinks you have, the higher your site can rank.
For architecture practices, you can build backlinks by:
Getting featured in local news stories about your projects
Publishing case studies with suppliers or partners
Guest posting on industry blogs
Entering (and winning) architecture awards, then promoting it
Pro Tip:Focus on quality over quantity. A handful of links from respected industry sites or local business publications are worth far more than hundreds of random blog links.
6. Track, Measure, and Refine
SEO isn't "set and forget". It's about continual improvement.
Use free tools like:
Google Analytics (to see who's visiting your site and how they behave)
Google Search Console (to track which keywords bring you traffic and fix issues)
Look at metrics like:
Organic traffic growth
Keyword rankings
Time on site
Leads/enquiries generated
If you notice certain blogs or service pages performing particularly well, consider creating more similar content.
Final Thoughts: SEO Is an Investment, Not a Quick Fix
Many architecture practices still rely heavily on referrals and past reputation. But in a competitive world, being found online — by the right clients — is becoming just as important.
At The Polka, we combine SEO expertise with a deep understanding of the built environment sector. We don't just drive traffic; we help architecture practices build real authority online and convert visitors into clients.
If you want to build a stronger, more visible future for your practice, let's talk.
