If you work in home technology, you’ve probably asked this question a hundred times:
What should we, the people who design, install, and support smart homes, call ourselves so people can find us online?
It sounds simple, but it’s surprisingly complicated.
CEDIA is advocating that the U.S. government officially recognize the term “Technology Integrator.” And this is important work. A recognized title distinguishes integrators from electricians (whom we’re currently lumped in with). It also protects the industry from harmful laws, supports workforce training, and boosts credibility with clients.
At the HTA, we like “Home Technology Integrator”—it’s precise, professional, and descriptive. But here’s the catch: homeowners don’t search for either of these terms much. They use a variety of different terms to find us.
Think about Gandalf in The Lord of the Rings. He goes by many names—Gandalf the Grey, Mithrandir, Olórin, Tharkûn, The Grey Pilgrim. All the names point to the same wizard, doing the same magic. Integrators are the same way. One professional, many names.
How Homeowners Actually Search
Homeowners looking for an integrator might type in Smart Home Integrator, AV Consultant, AV System Designer, Home Technology Designer, Home Automation Specialist, Home Theater Installer, Electronic Systems Contractor, technologist, low-voltage integrator, or others. The chart shows the average search volume for some of those terms.
Meanwhile, terms such as “technology integrator” and “home technology integrator” each receive only 40 searches per month. That’s a tiny fraction of the market.
If you don't embrace multiple search terms, you might be invisible to the people who need your services most. Doing so doesn’t dilute your identity—it makes you easier to find, builds trust, and ensures your business grows.
Capture Variations Without Competing With Yourself
Optimize for different search terms and search queries, but do so strategically. Stuff a bunch of keywords onto a web page, and you might cannibalize other ranking pages on your site. Be deliberate in your keyword strategy and optimize for a few terms per page.
Leverage Credibility Signals
Certifications like HTA are powerful trust signals. Displaying the HTA Certified badge (and the HTA Design Partner badge if you have opted in) reassures homeowners that they’re working with qualified professionals. Because Home Technology Association has a high authority score, highlighting your HTA credentials strengthens your SEO authority. It also supports content that explains the value of professional installation.
The Bottom Line: Embracing the full spectrum of search terms doesn’t dilute your identity. It amplifies customers' ability to find you online.
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