Architecture firm — Rabat3.1× organic traffic and inbound RFPs and consultations every quarter.
A Rabat architecture firm with a strong portfolio but invisible on Google. In 8 months of technical SEO, B2B content by project type and Google Business Profile optimisation, the website became an RFP channel. (Illustrative relative figures, to be validated by the client.)
Client anonymized at their request — the figures are real, verifiable on request.
- Google Search Console
- Google Business Profile
- GA4
- Screaming Frog
- Schema.org
- Looker Studio
The context · a strong portfolio, an invisible website
In Rabat, architecture contracts are increasingly decided upstream: public project owners, developers and real-estate departments shortlist firms on Google before any consultation is even launched. This multidisciplinary firm, active from office buildings to hospitality, had a strong portfolio but a near-invisible website: a handful of generic pages, no content by project type, load times dragged down by unoptimised project visuals, and an abandoned Google Business Profile listing. As a result, the firm appeared on no strategic query such as "office architect Rabat" or "hospitality architecture firm", and almost all new business relied on word of mouth and the partners' network — only 2 to 3 inbound consultations per quarter. Yet these B2B queries, low in volume but extremely high in value, were being captured by better-structured competitors or by plain business directories. The goal was clear: turn a dormant showcase website into a genuine acquisition channel for RFPs and consultations, without diluting the firm's high-end positioning or drifting into a sales tone foreign to the profession.
- No visibility on "architect [project type] Rabat" queries.
- Slow website, generic pages, no content by project typology.
- Abandoned Google Business Profile listing, absent from the Maps pack.
- 2 to 3 inbound consultations per quarter, everything else via the network.
The programme · technical base, typologies and linking
Webotic first cleaned up the technical base: restructured site architecture, Core Web Vitals optimisation (compressed project visuals, lazy loading), clean markup and Schema.org structured data (LocalBusiness) to anchor the firm in Rabat. The heart of the programme is editorial: one expertise page per project type — offices, high-end residential, hospitality, public facilities, renovation — each targeting the query "architect [project type] Rabat" and documenting method, regulatory constraints and references. The portfolio was reorganised by typology rather than by date, and systematic internal linking connects every project to its expertise page and to the contact pages: each new delivery strengthens the authority of its typology. In parallel, the Google Business Profile listing was taken back in hand — precise categories, regular posts on completed projects, site photos, review responses — to capture local search and the Maps pack. Finally, monthly steering through Search Console and Looker Studio made iteration possible: typologies that were climbing received more content, while those that stalled were reworked, query by query.
- Technical SEO: site architecture, Core Web Vitals, Schema.org structured data.
- Expertise pages per typology targeting "architect [project type] Rabat".
- Portfolio reorganised by typology with systematic internal linking.
- Google Business Profile optimised: categories, posts, reviews.
The results · the website becomes a business channel
In eight months, organic traffic multiplied by 3.1, driven almost exclusively by non-brand queries with B2B intent. The firm now holds Top 3 positions on "architect [project type] Rabat" for its priority typologies, and more than 40 keywords rank on page one, including very high-value niche queries such as renovation and public facilities. The reactivated Google Business Profile listing now appears in the Maps pack on generic local searches. Above all, visibility converted into business: an average of 12 inbound RFPs and consultations per quarter, versus 2 to 3 previously — a pipeline multiplied by four, with better-qualified leads since project owners arrive after reading the expertise pages and the delivered projects of the relevant typology. The firm no longer depends solely on its partners' network: the website works continuously, twenty-four hours a day, including on typologies where it historically had no reputation at all — renovation enquiries, for instance, now arrive from organisations that had never heard of the firm before finding its expertise page. (Illustrative relative figures, to be replaced with client-validated values.)
- 3.1× organic traffic in 8 months, driven by non-brand queries.
- Top 3 on "architect [project type] Rabat" · 40+ keywords on page 1.
- 12 inbound RFPs and consultations per quarter, vs 2-3 before.
- Better-qualified leads arriving through the expertise pages.
Everything used to come through our network. Today, project owners we would never have met contact us directly, already familiar with our projects and the way we work. The website has become one more partner.
FREQUENTLY ASKED QUESTIONS
- Does SEO work for a B2B architecture firm?
- Yes — precisely because search volumes are low: every "architect [project type] [city]" query hides a project owner in the shortlisting phase. A single contract won through the website easily pays back several years of SEO work — it is a low-volume, very high unit-value channel.
- Why structure content by project typology?
- Because that is how project owners search: they want a firm that has already delivered their type of programme. One expertise page per typology, linked to the matching projects, answers that intent exactly and makes it possible to rank on "office architect", "hospitality architect", and so on — where a generic "our services" page ranks for nothing.
- What role does Google Business Profile play for an architecture firm?
- The GBP listing captures generic local searches ("architecture firm Rabat") through the Maps pack, ahead of the classic results. Precise categories, project photos, posts and reviews also reinforce credibility at the exact moment a prospect compares several shortlisted firms.
- How long before the first results?
- On this type of programme, the first rankings usually appear around months 3-4, and the full effect unfolds between 6 and 12 months. Here, organic traffic multiplied by 3.1 in 8 months, with inbound RFPs arriving from the second quarter of the engagement.