Posts Tagged ‘SEO benchmarks’

Real Estate SEO – Where you start matters

I have a request for you. Please stop and think for one moment. I want you to think about your real estate website. I’m talking about the site that you are trying to optimize.

Please ask yourself the following: When you set out on your Real Estate SEO campaign, those many moons ago, what was your starting point? How did you judge your SEO at that point? What metrics did you use to measure your real estate seo? Was your site built only to represent your real estate practice or was it built with SEO as a requirement? OK, maybe that’s more than one question.

Let’s investigate:

  • To judge your SEO progress and effectiveness, you need to know how well you rank for the right terms. Notice that I said terms. We’re not talking about 1 term. You should pick 20 or 50 or 100 search terms that are going to be right for your business. Picking these terms is a topic for another post. Read on.
  • Since you have your list of target terms, you need to know where you rank currently for those terms. This will be the benchmark that you measure against.

Ok, now that we have our quantitative SEO facts established, we need to look at the technology and how your site was built. Here are some very helpful features that every real estate website should have in order to achieve good SEO.

  • Of course, your site needs to be built for SEO. I’m not going to delve into SEO basics here. I want to focus on Real Estate Specific SEO. Still, as a very fundamental reality, your pages need titles, descriptions, H1s, keyword rich content, few images, little flash, a sitemap, and all of the other basics. Don’t overlook these SEO fundamentals. You will only do this at your own peril. Oh yeah, and having a blog on your site helps a lot too. Just don’t forget to post regularly.
  • It’s important for every real estate website to include a property search. Unfortunately, too many sites just toss all that great information into an iFrame. Iframes are BAD for SEO. The search engines do not count this content as part of your site. Also, if the search is on a page that is not part of your site, but part of another site or a subdomain on another site, this is not going to help either.
  • So, you need to have the mls information in your site and on your pages. This information will be presented as listings. Each listing should have it’s own page. Now, these listing pages should all be optimized. This is not all that hard to do. Every listing page is generated from the database of MLS listings. So, the optimization of these real estate listings should be automatic. There are so many of these real estate listing pages, that your site, if properly constructed will automatically have thousands of SEOed pages for the search engines to spider.
  • OK, let’s assume that your site includes lots of SEO ready, MLS driven real estate listing pages. Next, you need to have a linking structure that allows the search engine spiders to reach these pages. We recommend a pyramid structure. We’ll have to cover the SEO pyramid linking structure in another post.
  • One more thing you really should do is create some dynamic pages about each of the towns that you work with. If you have an MLS database behind the site, creating some dynamic market data isn’t too much work for a good development team. Write about what’s going on in the market and what you’re seeing. You’ll need to keep these pages updated, but that’s a good thing. The more current the content is, the better off your Real Estate SEO will be.

OK, that’s about it for today. We’re blogging a lot these days. So, come back often to read more about Real Estate SEO.

Thanks.

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