"SEO" (Search Engine Optimization) -- you could spend a lifetime trying to figure it out. And about the time you get it figured out, Google and whoever will up and change things.
Unless you want to pay for traffic via PPC (Pay Per Click), it's critical to get your site ranked well in search engines.
So what's a non-techie Realtor to do?
Throughout the years of changes in how Google, Yahoo, MSN and others rank sites, one thing has remained constant: CONTENT IS KING.
Fresh and unique content, regularly updated WILL (eventually) get noticed by the search engines. As Realtors, the sky is the limit when it comes to content. Content needs to be relevant but if you think about it, virtually anything is relevant to real estate. Think about what you need or want to know about a community, especially if you've never lived in the area before. Schools, doctors, entertainment, restaurants, local government, local news, crime rates, utilities, maps. The list is practically endless.
Our web site, ThompsonsRealty.com ranks very well in Google for dozens of good search terms. We've pulled in a client who found our site because they were looking for a good Greek restaurant (we're ranked #1 in Google for "Greek restaurant in Gilbert"). We certainly didn't try to get #1 for that term, we just added a page with some restaurant reviews (which gets LOTS of visitors).
Our SEO philosophy is horribly oversimplified: Frequently add unique fresh content to the site with the goal of becoming a "one stop shop" for anything and everything a visitor could ever need--and write this content for the VISITOR, not for Google.
It's a lofty, and probably unattainable, goal. But as we add content on at least a weekly basis, our site grows and more and more pages and terms are indexed by Google. If you add new content regularly, and add it for the benefit of the site visitor, Google will find your site and see that it's helpful to others. Your search engine placements WILL rise.