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How can we get more UK interior design clients using Google? In last month’s Business Success Blog, we explored what Search Engine Optimisation (SEO) is. Put simply, getting on to page 1 of Google’s search results when potential customers are looking for an interior designer. And if you need a recap, it’s here.
Back to our question, how can we get more UK interior design clients using Google? To ensure that it’s our interior design studio that’s returned on the first page of results. It can be exceedingly difficult or really quite easy. And you can do it yourself or have a SEO / web agency do it for you. Regardless, there’s a few concepts you need to wrap your head around:
- Keyword search terms
- On-page SEO
- Technical SEO
- Off-page SEO
Key Word Search Terms that UK Interior Design Clients Type into Google
Firstly, what is a keyword search term? It’s what people type into the Google search box. And in the UK, there are a couple of common ones that perspective interior design clients routinely use to search Google:
- Interior Designer near me
- Interior Design Studio / Business / Company / etc near me
We don’t need to worry too much about the “Studio / Business / Company / etc” part of the 2nd key word search term. Which means we can condense the keywords into “interior designer near me” and “interior design near me”. But there’s a 3rd type of keyword that potential interior design clients will use to search the web. It’s called a brand keyword.
A brand keyword is one that includes your brand name. Or more commonly with UK interior design firms, the company or studio name. It’s important to include a brand keyword because customers may not remember the name of your interior design business exactly. And will search for you based on their patchy memory. It’s possible that you have more than 1 brand keyword. For instance, if you’ve changed the name of your firm.
It might be tempting to use a lot of keywords to precisely describe your business. For instance, “luxury kitchen bathroom interior design residential clients property developers”. Although very precise keyword search terms (long-tailed keywords) have their place, it’s not on web pages. For web page SEO, less is more. So, 4 words at most.
To turn theory into practice, let’s use an example: Brighter Interiors owned by Abigail Bright based in Burton-on-Trent, Staffordshire. Abigail has 3 keywords to optimise her site for:
- Interior Designer Burton-on-Trent
- Interior Design Burton-on-Trent
- Brighter Interiors
Once we’ve defined our keyword search terms, we need to optimise our site for them. And we start with on-page SEO.
When it comes to on-page SEO, it’s often better to have one webpage dedicated to each keyword search term. For instance:
- Home page: Interior Designer Burton-on-Trent
- Portfolio page: Interior Design Burton-on-Trent
- Home page: Brighter Interiors
That’s not to say, each page needs a keyword search term. You don’t need to optimise some webpages, such as the contact page, for a keyword. To understand more about creating an UK interior design website to attract clients, read this Business Success Blog, Build Your Own Interior Design Website. Now back to on-page SEO, we should consider the following elements:
- SEO titles
- Text length
- Keyword density
- Alt text
On-Page SEO: Google Preview
A Google (or Bing etc.) preview is the information in the keyword search results. And the 1st 3 bullets, SEO title, excerpt, and slug, supply this information. For our home page and interior designer Burton-on-Trent keyword, this could be:
- SEO title: Residential Interior Designer Burton-on-Trent
- Excerpt: Is it time to refresh your home? Then Burton-on-Trent interior designer Brighter Interiors can help you make your home beautiful.
- Slug: The bit after your web address. In this case https://www.brighterinteriors.co.uk/ interior-designer-burton-on-trent. Include a slug even if it’s your home page. Because your home page will still be returned if the slug isn’t used (i.e., https://www.brighterinteriors.co.uk/ will still load Abigail’s home page)
Although it’s not an aspect of SEO, a featured image can help your page stand out when someone searches using a mobile device. A square picture that includes your logo and possibly a tagline.
On Page SEO: Page Content
On to text length and subheadings. Starting with text length, at least 300 words. But ideally more than 500. Because this tells an internet search engine that your site is rich in content. Which means a portfolio or projects page can’t just be images! Split your text into 3 sections, each with its own title. For SEO purposes, each title needs to be an H2 or H3 heading. The first title should include your keyword search term. And the other titles should relate to your keyword search term.
Next, keyword density. Put another way, how often a visitor reads your keyword search term on your website. Aim for once every 200 words. Ideally early in the text. We’ve already talked about the first heading including keyword search term. Likewise, it should be in the 1st paragraph. For a page of 500 words, you only need to include your keyword once more in the text.
Finally, images. And I’m not talking about the images themselves. Instead, the words that sit behind them, alt text. Originally intended to make web images more accessible, they’ve proved to be a useful on-page SEO resource. Include your keyword search term in the feature image’s alt text. For any other images, use phrases similar to your keyword. But not exact copies.
Once complete, your web page will look something like the image below. Also, you can use a couple of plugins to help with on-page SEO. Yoast and AIOSEO are 2 easy-to-use software add-ons that I use. And a site that’s well optimised for on-page SEO might make it on to page 1 of Google. If competition, at least SEO-savvy competition, isn’t high in your area. That’s of course if you haven’t made a critical mistake.
On-Page SEO: Mistakes You Need to Avoid
Don’t forget amidst all the SEO optimisation that people read websites. That means content needs to be engaging, informative. In short, well written and beautifully presented. Otherwise, your site won’t hold people’s attention. Instead, they’ll quickly leave. Which is bad if you want to attract new clients to your firm through Google. Not least, because search engines know when people don’t spend time on your site. And they’ll assume it’s because your site has rubbish, irrelevant content.
Something we shouldn’t do, if we want to find new UK interior design clients through the web, is over optimise for keywords. Put simply, splattering your keyword all over the web page. This is why some headings, and some alt text, shouldn’t exactly match your keyword. Instead, use phrases that are similar to your keywords. Moreover, you don’t need to pay for expensive tools to create what’s called synonyms. A bit of lateral thinking and a thesaurus is all you need! In our example we’ve also considered the multiple ways ‘Burton-on-Trent’ can be typed into Google.
Finally, key word stuffing. Putting your keywords over and over in places people won’t see them. For instance, below the readable content at the bottom of the page. Or hidden by making the text colour the same as the background. Don’t do it! It’s a big red flag! That will hurt your chances that people will find your studio on Google.
What is technical SEO? And how will it help me find more projects for my interior design business? Technical SEO is an overcomplicated term for, ‘Does my website work properly?’. And it’s a yes/no question.
To answer, Google’s bots crawl over a website. They enter your site, usually through the home page. Then find their way around it, judging it as they go. For instance, do pages load quickly? Does the site have a clear menu structure? And do links to other parts of the site work? Put another way, if bots (and humans) can navigate their way around a site easily, the answer is yes.
Of course, there are more elements to technical SEO than we’ve covered here. But we’re not web developers. So, we don’t need to concern ourselves with them. Because if we’ve built our website ourselves, we have done so through a web builder such as Wix or WordPress. And the web builder will take care of many of the technical SEO aspects, such as site maps.
In summary, a simple site that users can get around easily can win you more interiors clients through Google. And if you want to know about building a UK interior design web site yourself, read this Business Success Blog.
So, you’ve optimised your site for your chosen keywords. You’ve not dropped any clangers such as keyword stuffing. And your website has a clean bill of technical health. Page 1 of Google, here you come! Well….maybe. If you don’t have a lot of competition in your area. But in London, and the UK’s other major cities and towns, there’s lots of interior designers. And many of them have SEO-optimised their websites. To compete, we need to do something else, off-page SEO.
Off-page SEO is about doing stuff on other people’s websites which increases the authority of your site in the eyes of the search engines. The more authority your website has, the higher your webpage will rank in search results. To find out your site’s authority (scored out of 100) you can use the many free tools available on the World Wide Web. Including this one from probably the best known website analysis company, Moz.
Off-page SEO can have much more influence on your website’s ranking than on-page and technical SEO combined. At the heart of off-page SEO is building backlinks. Despite its IT-geeky sounding name, backlinking has little to do with technical website development. Instead, it’s PR. Because it’s about getting people to put a link to your website on theirs. And the more backlinks you have, the more your authority grows, the higher your webpage will rank in search results. But only if those websites that have linked to yours are relevant and authoritative themselves.
Off-Page SEO: Relevant and Authoritative Websites
A relevant website is one that serves the same or similar industry as you. Interior design, architecture, property development, to name a few. You can use Moz’s tool to gauge the site’s authority. Or you can ask a simple question, ‘have you heard of it?’. If the answer’s ‘Yes’, then it probably has a high domain authority.
Equally, it’s wise to avoid those who demand money to interview you or publish your blog (with a link to your website). They’re usually charlatans. Who’s only aim is to make themselves rich quick. And you poorer just as quickly. Reputable sites and journals don’t charge for editorials. Although, they will offer a fee-paying advertisement service.
Of course, getting published in Homes and Gardens would be amazing. But beyond most interior designers at first. So, an interview with an interior design resource platform is a good place to start. As is a feature in a self-employed interiors journalist’s blog. You could even consider approaching your more established suppliers. In return for a link to their site on yours.
Now We Know How to Get More UK Interior Design Clients Using Google
Because we understand what SEO is. Along with the differences between on-page, off-page, and technical SEO. And this understanding will allow us to attract more customers to our UK interior design practice using the power of the internet.
The next question is, ‘To blog or not to blog?’. We tackle that question in next month’s article. Should UK Interior Designers Write Blogs? Sign up for the YourCoachApproach Business Success Blog so you don’t miss it.
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