Posts Tagged ‘Real Estate SEO’
Keyword Research is the building block of any SEO strategy. Formulating an SEO strategy without keyword research is like walking into a maze blindfolded. If you don’t use the words people are actually interested in and actively searching for, you’re missing a lot of traffic.
Keyword Research helps you mainly in two ways:
1. To figure out what people are interested in and what language they are using to search these topics. Your audience might not use the same terms to describe things or not be aware of industry terminology.
2. To rank higher in search engines. With keywords that you decide on you can optimize your website, target phrases for link building and develop content for target audience. All of the factors mentioned help a website achieve better search ranking.
Note that Keyword Research is not just about finding the right words to help you talk to your consumers online- it’s part of a process and requires diligent monitoring and updating to get the best results.
KEYWORD DISCOVERY PHASE
In this post we will cover some initial steps which help you through the keyword discovery phase. People use their familiarity with the products/services to find new word variations or maybe some new relevant words. This might produce a lot of information, therefore finding the right method to organize and deduct is crucial.
A good way to start would be to write down the top twenty words you associate with your company and product/services. Once you have that go over to Google.com and type in your keywords to see more targeted, suggested searches. You can get more and more detailed and local to see varied suggested keywords.
Let us first set up a spreadsheet to organize all the information you have gathered until now. You can download (click on file, go to download as excel) a simple spreadsheet we use.
GOOGLE ADWORDS KEYWORD TOOL
The Google free keyword tool is a good start to associate some numbers to your keywords. Enter your core keywords and run the search…
The keyword shows you three columns:
- Competition: “The number of advertisers worldwide bidding on each keyword relative to all keywords across Google. The shaded bar represents a general low-to-high quantitative guide to help you determine how competitive ad placement is for a particular keyword.”
- Global Monthly Searches: “The approximate 12-month average number of search terms matching each keyword. This statistic includes traffic in all countries and languages but is specific to your keyword match type selection.”
- Local Monthly Searches: “The approximate 12-month average number of search terms matching each keyword. This statistic is specific to your targeted country and language as well as your match type selection. If we don’t have enough data for a particular keyword, you’ll see this noted within the column.”
If you have logged into the google adwords account you can also see approximate CPC. (CPC- “This is the approximate cost-per-click you might pay if you were to bid on the keyword. The CPC is averaged over all the ad positions.”)
It is here you need to narrow down your keywords and start moving away from generic terms. If you see the left side of adwords you can select three options for specific match types based on broad, exact and phrase. This becomes more relevant if you are looking to run a PPC campaign.
- Broad- “The sum of the search volumes for the keyword idea, related grammatical forms, synonyms and related words” So PPC ads and Organic search results for commercial real estate would show up with any searches including commercial or real estate.
- Phrase- “The sum of the search volumes for all terms that include that whole phrase” Therefore if you were doing PPC and targeted the phrase match for Condo, ads would show for anyone who typed in commercial real estate with or without additional keywords such as commercial real estate listing . Organic results would include only results including the exact phrase commercial real estate.
- Exact- “The search volume for that keyword idea” . If you were doing PPC and targeted the exact match for commercial real estate , ads would only show if someone typed in commercial real estate but not any other variation of that phrase.
Generic terms are expensive and hard to get a good ranking for, therefore you need to narrow down your keyword list to 10-15 terms that you can dedicate your budget and time to. We will look further into the details of picking the best terms based on more specific factors other than volume- stay tuned for the next post!
If you would like to learn more about Keyword Research, check out our LogicClassroom video presentation, Master Your Keyword Strategy (Advanced SEO)
Over the past few weeks we’ve framed what SEO really means and entails for Real Estate professionals trying to stay ahead of the game. We’ve finished up our series with some advice about the Content component of increasing your web presence and remaining competitive online.
CONTENT IS STILL KING – OPTIMIZE IT!
With a strategy set and the right technology, it’s time to create some content! Great content not only engages users, it attracts links, comments, referrals, and search engine traffic. When content you create is optimized, it will be picked up by search engine crawlers and allow visitors who are searching for your content to find it and reach your site. We recommend adding new, unique content to your site at least twice each week- and keep in mind there is a direct correlation between the frequency with which you post content, to how successful that content is in attracting leads!
The Nitty Gritty
So you know what optimizing does, and you know how often to do it- but what are some day-to-day actions that you should take to actually get more leads? Watch our latest LogicClassroom video, Optimizing Your Content for Search Engines (and People!)- and you’ll be ready to go with a content bag full of techniques!
A great strategy and a great website platform will never be found if the site doesn’t have quality content and if it isn’t updated regularly. Blogging is a great way to publish content, and it’s smart to syndicate that content to sites like Facebook, Twitter, and LinkedIn.
Getting found at the top of the search engines results is unfortunately not a black and white endeavor. While Google does use a mathematical algorithm to determine where your website ranks on a page, these equations are constantly changing in nature. It’s fair to say it would be impossible to keep up with all the calculations, particularly when you have a business to run. But there are some good places to start. With some commitment, and the right foundation, new clients will find you!
If you’re interested in learning more about how Boston Logic can help you with SEO, contact us today for a no-pressure consultation
After reading a great – and true – blog post on “7 Reasons Your Blog Sucks (and What to Do About It)”, I had to comment and share my thoughts. Blogging about real estate can often be frustrating: trying to generate interesting, consistent, and good-quality content frequently can be a daunting task. What’s more, that in the real estate industry, readers aren’t exactly actively engaging with blogs or becoming loyal fans and followers.
That’s not to say that this isn’t possible. Usually the problem is either lame content and not being consistent with your content. Don’t forget, it takes more than the bare minimum of just throwing content once a week up on your blog: you are competing for your readers – and potential customers – online attention. And if we know anything about browsing the web, the online reader isn’t a patient one.
Here are some top mistakes that we see non-real estate SEO clients make every day, and some tips on how you can think about blogging differently to overcome them.
1.) No content strategy goals
You either don’t have a goal, or are all over the place. Take a minute to think about where you are trying to go with your blog and what statement you want to make. Are you writing to build a brand, build influence, or increase your leads? Your goals will shape your blogging strategy, and you need to make sure this message is conveyed accurately internally.
2.) Internal resources aren’t organized
Who writes your content and manages your social media profiles? My guess is, you’ve got one person for your company that you hope is blogging at least once a week. Identify who this person or team will be, whether its a requirement of all your agents to post once a day, or you and an intern writing once a week. If you don’t have a blog yet, start small and test-run a Sequoia real estate website with blog feature for 6 months to see how your business benefits. Create a solid team, and compile data to have a common ownership of the blog within your company.
3.) Real Estate niche is undefined
As with businesses in general, its so much better to have a specialized niche. The same applies to your blog: the less your posts are all over the place, the less targeted your message and your audience will be. Think about your target market and what they want – now how can you solve their problems? What are they concerned about?
4.) Not listening to your audience or clients
We tell clients that blogging is the best way to assert yourself as an expert in your field of real estate. But how can you position your company as an educator if you don’t know what your clients’ problems are? There are great “listening” tools like Google Alerts or Radian6 that you can employ to be on top of the latest news and issues of your market. From here, you can generate blog material in reaction to what you read.
5.) Your blog is boring
Here is where we have to be honest. Many real estate agents and brokers are not really writers, and the content your blog pushes out reflects that. It may be worth bringing in some fresh perspective with younger interns or agents that have expressed interest in writing to help stimulate interesting blog ideas to give you different angles to pursue.
Try and be the journalist that attracts your readers’ attention. Stories are everywhere, from interacting with clients to your kid’s dentist appointments. You can also tie in a recent news event or real estate market development: and the faster you are with these, the better. Have a defined, committed point of view – and finish it off with a great headline, like a “How-To” post or “Are You Paying Too Much To Sell Your Home?”
6.) Lack of authentic material
People don’t care about press releases. Sorry. They want to talk and leave comments for actual people, not droning company robots. Here’s where speaking about your personal experiences really comes into play – “I just met with this seller, and ran screaming from the house…” These are memorable, and make people connect to what you are writing about. And, clients prefer to work with “real” people.
7.) No publishing system
We emphasize constantly that consistent blogging is horribly important. However, there is a system that should be put into place. It starts by monitoring relevant and trending topics, aggregating the “noise” into relevant topics, creative writing and editing, and ends with measurement with Google Analytics. You need to have this process in a calendar to make sure you meet deadlines consistently, and over time you will become more efficient as blogging becomes part of you or your team’s routine.
8.) No “BOOM!” Ending
Remember in high school when your teacher told you to write a captivating conclusion that leaves the reader in reflection of what they just wrote? Don’t leave your readers hanging. Pull it all together, and throw some punch in there. Also don’t forget to continue the momentum with a strong call-to-action.
So go forth and make your blog the best it can be. Social media sites move quickly, and every reader that bounces of your blog is another opportunity lost. Don’t be overwhelmed by this list: tackle one issue at a time, and over the upcoming weeks your blog will be back on track.
I received this inquiry from a real estate SEO client, and thought I would share my response -
Q: “I recently read an interesting pointer in Realtor Magazine regarding naming photos. It recommends taking care with image names and not to leave camera-coded numerical file names on the images – rather retitling with relevant words. It further claims Google will recognize the keywords associated with those images and direct consumers to your website. I wanted to ask what technique/strategy you would recommend when naming photos during the download process. I noticed that when I hold my cursor on the photos on our blog, the photo title is revealed. Any insight or guidance is appreciated.”
A: Yes, it is very important to re-name images when you upload an image to your real estate website or blog! This is known as image optimization, and it is similar to optimizing a blog post or web page. Search engines do crawl photos (i.e., when you conduct a Google Image Search) so it’s best to optimize the photos when you upload them. You can do this by using your SEO keywords whenever possible: in the title, alt. text, or description.
Take a look at the image below – which is a screen shot of an image upload on WordPress – to see the steps involved in optimizing an image:
It’s also important to make sure that the keywords you are using are relevant. If you have an image of a generic beach – Wesagussett Beach, for example – title it as such. Using one of your keywords that has nothing to do with the image such as “Weymouth Homes for Sale” will not help your rankings and will not drive the relevant traffic that you are looking for. Additionally, the image alternate text (alt. text) and descriptions should be relevant and accurate.
To give an example, if you have an interior kitchen photo of 1482 Elm Street, don’t name the image <1482ElmStreetKitchenWeymouth>
- Make sure that the words have spaces so the search engines can crawl them as words and not 1 giant keyword
- You can make a title that specific, but if you are looking to increase your SEO rankings, you can name it something like “Elm Street Interior Kitchen Weymouth Home”. That way, you have the specifics of what street it is on if people are searching for it, as well as one of your SEO keywords (“weymouth homes”) incorporated into the title.
Writing blogs consistently and often is a great way for your website to get noticed by search engines. We recommend, and place our clients on, the WordPress platform, which is an easy to use posting system that provides tons of great features for SEO. So how do you get started?
We break down the basics of publishing a post here:
1) From your WordPress Dashboard, select “Posts” from the far left sidebar, then “Add New”
2) Write Your Content. This is where you will write all of your content. It’s important for your to take your keywords that you’ve researched (or that Boston Logic has given you!) and use them in your title, and as bold and links to relevant pages on your website in your content.
3) Add and Image. Once you’ve written your blog content, it’s optimal to break up your content for readers with an image: optimizing images are also a great opportunity for optimization, as well!
Right above where you write the body of your content you’ll see “Upload / Insert”. To upload an image, click the 1st rectangle shape. From here, a box will pop up where you click the “Select” button to choose an image to upload from your computer. Once it’s uploaded, you can optimize your image by adding Alt. Text and a Description that contain your keywords that are descriptive of your text – it also helps to have keywords in your Image Title.
You can also add a URL so that when a user clicks the image, they will land on a page of your website. If you are doing a featured listing and have an image of the apartment located in Boston, you can place the URL of the listing here so they can click to read more.
4) Tag and Categorize your post. Now that you’ve got the body of your post written, time to Tag and Categorize it. You can find both the Categories and Post Tags section on the far right of your “Edit Post” dashboard.
Your categories should be based on your SEO keywords that you’d like to rank for – select the checkbox next to the appropriate categories that your blog post fits into. These are more broad, and you should only add another category when you have a whole new topic with multiple blog posts.
Tagging allows you to be a bit more descriptive with your posts. Here, you can take the level of detail to describe your post to the next level. For real estate SEO for example, let’s say that you’ve written a Featured Blog on one of your properties in Back Bay, Boston. Check off the “Back Bay Apartments”, “Back Bay 2 Bedrooms”, etc. Your “Post Tags” are located right beneath your “Categories”.
5) Fill out the SEO pack. Depending on what version of WordPress you have, the All in One SEO Pack may be available. This is a great SEO tool that WordPress uses for you to describe your own content: add a Title, Description, and Keywords – and be sure to include yout SEO keywords that you want to rank for in all three sections.
Blogging is an important aspect of your real estate online marketing strategy, and takes a lot of work. Sign up for Boston Logic’s real estate SEO services today to help you blog consistently for website success!