Choosing the right keywords can completely change how well your interior design website attracts the right clients. Whether you’re a designer in London or a studio specialising in sustainable interiors, understanding what people actually type into Google is the foundation of getting found online.
Why Keywords Matter
Keywords are the words and phrases potential clients use when searching for services like yours. They bridge the gap between what people want and what you offer. Selecting the right ones helps your content show up in search results, builds your brand authority, and attracts clients who are genuinely interested in your style and services.
Think of keywords as signposts — they help Google understand what your site is about and help users find you when they’re looking for design inspiration or professional help.
Short-Tail vs Long-Tail Keywords
When choosing keywords, balance short-tail and long-tail options:
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Short-tail keywords are short, broad phrases like interior design or home styling. They get a lot of searches, but they’re also highly competitive. It’s tough for smaller design studios to rank for them without strong domain authority.
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Long-tail keywords are longer, more specific phrases such as Scandinavian interior designer in London or eco-friendly kitchen design ideas. These attract fewer searches but convert better because they match user intent more precisely.
In practice, a mix works best. Use short-tail keywords to position yourself within the general market, and long-tail ones to reach the people most likely to hire you.
Understand Search Intent
Keyword selection isn’t just about volume—it’s about purpose. People search with different intentions, and understanding these helps you create relevant content. Generally, intent falls into three types:
Informational: Users want advice or inspiration (e.g., how to decorate a small living room).
Navigational: They’re looking for a specific brand or designer (e.g., Kelly Hoppen interiors).
Transactional: They’re ready to act—book a consultation, download a brochure, or buy products (e.g., interior design studio near me or hire interior designer London).
For your website, focus mainly on informational and transactional intents. Informational keywords can attract readers to your blog or portfolio, while transactional ones help convert them into clients.
People are searching in a more natural, conversational way than they used to. With voice search on phones and smart speakers, queries are often longer, more specific, and more like real questions, such as “who is the best interior designer for small London flats?” rather than just “interior designer London.”
This means long-tail and niche keywords are more important than ever. They may bring less traffic overall, but the people who find you are often more likely to be the right fit for your services because they’re searching with a clear need in mind.
FREE Website Audit
The first step to better SEO is knowing what's working and what isn't. I offer a free website performance audit for interior designers and architects — a no-obligation review of your current site and SEO position, with specific recommendations you can act on immediately. This is a mini-version of my The Website Performance & SEO Audit Package
Claim your free website audit →What Keywords Should Interior Designers Use?
To get started, think about how your clients might describe what they’re looking for. Your keywords should reflect your services, location, and style. Here are examples for inspiration:
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Service-focused keywords: interior design services, home renovation designer, online interior styling, luxury home design consultation.
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Location-based keywords: interior designer London, home decorator Surrey, Hertfordshire kitchen design.
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Style-based keywords: modern minimalist interiors, boho living room design, Scandi home styling, sustainable interior design.
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Niche and long-tail ideas: small apartment design ideas London, eco-conscious interior designer for family homes, colour palette ideas for open-plan spaces.
The aim isn’t to stuff your website with keywords—but to use them naturally throughout your titles, page headings, service descriptions, and blog posts.
A Step-by-Step Approach to Choosing Keywords
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Start with your audience. List who you want to attract—homeowners, landlords, developers. Then imagine what they type into Google at different stages of their planning or renovation journey.
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Research with tools. Use free keyword tools like Google Keyword Planner, Ubersuggest, or AnswerThePublic to discover phrases related to “interior design.” Look for combinations of high relevance and moderate competition.
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Check competitors. Visit other designers’ websites and note what phrases appear in their titles and headings. It helps you understand what’s working in your niche.
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Refine and group. Organise your keywords into categories—service, location, and style—so you can target each one strategically across your pages.
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Monitor and adjust. SEO isn’t a one-off task. Track how your pages perform and adjust your keywords over time based on traffic and enquiries.
How Keywords Fit Into Your Content
Once you’ve chosen the right keywords, use them strategically:
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Add primary keywords in page titles, meta descriptions, and image alt text.
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Include long-tail keywords in blog posts or portfolio case studies.
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Keep the language natural and reader-friendly—Google now prioritises useful content, not keyword repetition.
For instance, instead of forcing “interior designer London” several times in a paragraph, you can say “As an interior designer based in London, I help homeowners create beautiful, functional living spaces.” It reads smoothly and still signals relevance to search engines.
Frequently asked questions
Aim for 3–5 core keywords per page, blending short-tail and long-tail phrases naturally.
Check them quarterly. Client trends shift—what works this season (like Japandi living rooms) may change next year.
Absolutely. Regular blog posts let you use fresh keywords around tips, trends, and project showcases, all of which support your main website pages.
Yes. Local searches often bring high-intent leads, and you can still appear for broader terms later through strong, consistent content.
Ready to see where you actually stand?
The first step to better SEO is knowing what's working and what isn't. I offer a free website performance audit for interior designers and architects — a no-obligation review of your current site and SEO position, with specific recommendations you can act on immediately. This is a mini-version of my The Website Performance & SEO Audit Package
Claim your free website audit →
