Search Engines Rank Pages, Not Sites

Services for Real Estate Pros with Dynamic Page Solutions

This is an important distinction to remember as so many people get obsessed about ranking first on the Index (home) page for the most competitive high traffic generic keyword. Because people increasingly search the web by using very specific keyword phrases and not just competitive, generic terms like "Phoenix Homes for Sale," your home page is not the central entry point into your website. If you check your web logs, you will undoubtedly learn that your customers are finding your site on a page other than your home page. You might think of it as having many doorways for visibility instead of just the front door.Red Door

Every page of your site should be prepared to serve as a potential doorway to your site

Since today's homebuyers search on the web with a great deal of specificity, every page of your site should be optimized for a different keyword phrase, thus presenting numerous doorways to your site. In fact, my site, which wins first page placement for all of the major competitive keywords like Gilbert Real Estate and Gilbert homes for sale still wins eighty percent (80%) of its traffic on other pages that are optimized for long tail keywords.

So, don't get stuck thinking of your site as having only a front door that people enter and then go to other pages, but consider the potential of aggregate traffic by offering hundreds of doorways, each optimized with very specific keywords that are subsets of your primary keyword.

Of course, it helps if your real estate technology automates the process of creating, optimizing and organizing the hundreds of pages with long tail keyword phrases. This is more easily done than Realtors may realize. Just make sure that your site's technology "functionally" incorporates all of the MLS listings into your site and organizes them by themed category.

Posted by

Anita Koppens

Comments (11)

Pat Champion
John Roberts Realty - Eustis, FL
Call the "CHAMPION" for all your real estate needs

How right you are we should be concerned about all of our web-pages having key words not just the front page. I think this is something we sometimes forget.

Oct 01, 2009 04:51 AM
Dynamic Page Solutions
Dynamic Page Solutions - Mesa, AZ


Lots of varied keywords and phrases are essential when competing with aged and expensively optimized sites. I don't think many people grasp the potential of longtail keywords, why compete with a handful of super competitive, generic terms when there is little to no competition for the longtail?

Oct 01, 2009 06:18 AM
Ryan Martin
Pacific Continental Realty, LLC - Bellingham, WA
Bellingham Commercial RE Broker

This is precisely correct and a good reason to build backlinks to pages other than your homepage.

Oct 02, 2009 09:40 AM
Sybil Campbell
Fernandina Beach, FL
Referral Agent Amelia Island Florida

How can I do that without being seen as stuffing key words?  Does it help to blog using long tail key words?

Oct 02, 2009 03:27 PM
Dynamic Page Solutions
Dynamic Page Solutions - Mesa, AZ


You typically get penalized for keyword stuffing because the same phrases are used over and over again like the phrase "real estate" appearing 10 times in a paragraph. If you have a healthy amount of relevant content on your website with varying real estate related phrases, you should not suffer.

Yes, it absolutley helps to use longtail phrases on any form of published Internet copy. Think of it this way, someone looking for homes for sale in Williamsburg VA may not be as serious as someone looking for a 4 bedroom, gated home for sale in Williamsburg, VA. Since it is difficult and time consuming to target longtail, you have less competition. Most Realtors believe that the only way to win traffic is to target and win on the most competitive keywords like Williamsburge VA real estate.

I'm telling you that while it's nice to win on that top key phrase, it's unlikely you will unless you put in considerable effort and time. The technology that my company offers AUTOMATES the entire process of targeting longtail keywords using yours and even your competitors MLS listings by making the IDX spiderable by the search engines. (Typically, an IDX appears on a real estate website with visible listings, but the listings do not actually live on that website, it's an i-frame that points back to the original server where the information is actually stored). This in conjunction with superior site architecture allows our clients to win traffic with longtail keywords all the way to the top.

I hope this provides some clarity for you. Thanks for the good questions.

Oct 05, 2009 03:53 AM
Richard Byron Smith, NMLS #184479
Mortgage Loan Officer, Fairway Independent Mortgage Corporation NMLS #2289 - Chattanooga, TN
Mortgage Loan Officer


That is a very important distinction to make. Thanks.


Oct 06, 2009 09:18 AM
Rich Cederberg
eXp Realty - Albuquerque, NM
eXp Realty Agent Albuquerque

Anita, I am looking for a better IDX solution for my website. I want something that integrates really well with AR. Please contact me.

Oct 10, 2009 04:25 PM
Dynamic Page Solutions
Dynamic Page Solutions - Mesa, AZ

Richard - Thanks for the comment

Rich -

Our sites do in fact integrate very well with what you have in mind. Our sites typically have 26 general keywords that they are optimized for, plus many, many more secondary, tertiary keywords, etc. An example to see is If you look at the page titles in the blue bar for the index and all of the topic pages, you will see primary and secondary keywords for every page. Keyword optimization is extended to every listing page as well.

These are the strongest keywords on the site and as you will see are very specific. When you post a blog or build a link to the index or interior pages, you can optimize that link with the keyword text and bots or spiders can see that the links mirror the content on site. Our sites are generally found via many doors, not just the front door for the most competitive terms.

Since our IDX is the website, any link building you do has the capacity to optimize and support that particular page. Our clients have the capability to win on new homes, condos, townhomes, luxury, high end, affordable, 2 bedroom, 3 bedroom 4 bedroom 5 bedroom, pools, equestrian, horse property, homes with guest houses, casitas, or very specific neighborhoods and on and on. Please let me know if I can be of further service to you, thanks for the inquiry.

Oct 12, 2009 05:11 AM
Don Shurts
Keller Williams at the Greene Towne Center - Dayton, OH
Dayton Ohio Keller Williams Advantage Real Estate

Thanks for the responses and explanations, Anita.

Dec 22, 2009 02:28 PM
m reyn

I've been looking into this option, just worried that there is no lead capture and no ability for clients to save their listings, get new listing alerts emailed to them.  any ideas?

Apr 09, 2010 05:58 AM
Dynamic Page Solutions
Dynamic Page Solutions - Mesa, AZ

Hi M - I know the issue of client capture is important to real estate agents, but our experience has been that people really like the freedom of looking at the listings without being forced to give up personal information. Many of our clients have expressed that the amount of leads they get are less than what they may have "captured" on other sites, but the quality of lead is significantly better. That's because the information provided is real, from someone that has initiated the relationship and their ready to talk. The average "return" rate for hits on our sites is about 50%, so this tells us that people visit, and visit and visit some more and then they contact when their ready.

Just to let you know, we're now have full capability to intergrate with Wise Agent, they offer a very robust client management system including a feature called a Fusion Web Page where you can actually create a web page that is branded to you where a client can monitor all phases of the transaction. Very cool.


Apr 09, 2010 07:33 AM