Short answer: search engines and AI assistants cannot read the quality of a design from a photo gallery. Give each project its own page with a short descriptive text, key facts, descriptive image text and structured data, and your work becomes understandable and quotable.

Why galleries alone do not work

A page of twenty images and a single word title gives crawlers almost nothing to understand. They cannot tell what type of building it is, what your role was, where it is or what makes it relevant to a client’s search. AI assistants have even less to quote.

The anatomy of a search-friendly project page

1. A descriptive title

Instead of “Project 14”, use something like “Renovation of a 1960s semi-detached house in [town]: energy-efficient upgrade”. The title should say what, and ideally where.

2. A short introduction that answers the key questions

In two or three sentences: what was the task, who was the client type, what was the solution. This is what an assistant is most likely to quote.

3. A key-facts block

Type of project, location at town level, size, year, services you provided (for example design, planning phases, construction supervision), and your role. Use a simple list or table.

4. Descriptive images

Write alt text that describes what the image shows, for example “South facade after renovation with new timber cladding”. Use sensible file names and correct dimensions.

5. A short section on challenges and solutions

Heritage constraints, budget, site conditions, sustainability goals. This shows expertise and answers real client questions.

6. Credits and consent

Name collaborators and photographers where appropriate. Only publish client details and addresses with written permission.

7. A clear next step

Link to the matching service page and a contact option for similar projects.

Add structured data that fits

Use Organization or ProfessionalService for the firm, BreadcrumbList for navigation and FAQPage where you answer visible questions. Keep the data identical to what readers see. Structured data helps clarity but does not guarantee any feature.

Connect projects to services and sectors

Link each project to the relevant service page and sector, and link back from service pages to selected projects. This internal linking shows search systems how your expertise and your work belong together.

Keep image-heavy pages fast

Use modern image formats, correct dimensions and lazy loading. Slow galleries hurt users and rankings. Check Core Web Vitals in Google Search Console and fix the heaviest pages first.

Frequently asked questions

How much text does a project page need?

There is no fixed number. A short introduction, a key-facts block and a few well-written sections are usually enough, as long as they are specific.

Should every project have a page?

No. Create pages for the projects that best represent the work you want more of.

Can I use the same text for several projects?

Avoid it. Each project should have its own descriptive text; duplicated text adds little value.

Want your project pages structured for search and AI?

I help architects and engineering firms in Germany and Europe with WordPress SEO, GEO and AEO. See the architect and engineering SEO service.