Search Engine Optimization for a real estate website, or any website for that matter, is often met with skepticism. Tales of top secret search algorithms by Google, predatory companies who promise first page placement, and the mystery of managing one's website are enough to drive many brokers away from this critical real estate marketing strategy. Here are some tips we teach as part of the Internet Marketing Specialist Designation (IMSD).
The first foundational step to real estate website SEO is to perform a keyword analysis. This is a "heady" term for a simple subject. Basically, if the average consumer was going to look for the service you deliver online, what terms would they type into Google to find your real estate website? Here are a few tools to identify keywords for real estate websites:
Google AdWords - If you have a Google AdWords account, you can utilize the Keyword Tool under the Reporting & Tools tab. This will allow you to not only get a list of keywords people are searching locally, it will also give you a snapshot of how competitive the market is on those terms. Google is an auction. When you bid on terms like "Denver Real Estate", you will be up against companies with bottomless marketing budgets! Watch for the terms with low Competition in order to target terms that are realistic to win.
Google Wonder Wheel - This is a great tool for when you have writer's block. The Wonder Wheel can be found in the toolbar on the left navigation bar of the Google search page. This tools is going to help you speak the language of a person looking for a house, not someone who has been in the real estate industry for ten years.
Google Analytics (noticing a theme here?) - If you've had Google Analtyics installed on your real estate website for awhile, you can look for terms that people are actually typing into Google that are netting you results. Select "Keywords" under the Traffic Sources tab and search for the low volume keywords that are trending. Decide if these terms have the potential to bring buyers and sellers, and then utilize them in your real estate website seo strategy.
Start dumping all of these keyword in a spreadsheet and you've completed the first step in the real estate SEO process. From here, you'll need to learn that keyword placement permeates everything you do: blogging, social media, website structure, company naming... it all ties together.
About IMSD
The Internet Marketing Specialist Designation is an excellent training program for real estate agents who want to learn how Search Engine Optimization works and apply those principles to their business. Enter the referral code "Keywords" for a $175 registration discount on the program.
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