Posts Tagged ‘SEO for Realtors’

Keyword Research- Part 1

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.

You can also try tools like wordtracker , sem rush (Paid services with free trials) that offer a quick look at the Keywords your competitors are using.

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)

The Three Pillars of SEO for Realtors: Strategy, Technology & Content- Part III

We’ve taken some time to break down what SEO really means and entails for Real Estate professionals trying to stay ahead of the game. With some digestible facts and tactics to employ, we’ll cover what we think should be top of mind as you consider an SEO strategy, the technology behind it, and the content production involved- all with end goal of increasing your web presence and remaining competitive online!

We started with “The What & Why?”, and then we talked Strategy- now let’s cover the technology component.

Having the Right Technology Matters

I can’t tell you how often we speak to realtors and realize the technology behind their site is so antiquated that it will actually keep them from ever ranking in Google. It’s tough to swallow, but most real estate website platforms will actually keep your search engine traffic down. You have to have updated technology and you need to make sure the company you work with can perform.

When you’re shopping for a website provider, avoid the common pitfalls by first asking for numbers. Have the site provider send you reports from other sites built on their software- specifically, ask to look at traffic and inbound leads. Next, make sure your site includes a blog. The blog should be a part of your site. Your blog should not be hosted on blog.yoursite.com or part of some other website altogether like myblog.blogger.com. It should be an integrated blog. Example: www.yoursite.com/blog. The navigation of your site should be made up of HTML text links, not images. Finally, you should be able to edit the pages of your site with unique content. If your current provider doesn’t offer all of these features, it’s time to start looking for a new one. And these are just a few of the features you need. Doing your homework will payoff!

Once you’ve got your SEO strategy down with a solid platform behind it,  it’s time to think about CONTENT. Nailing this last component down will steer you towards the top of the Google results- this may seem old hat by now, but content really is still King! Stay tuned for our final thoughts about how to make search engine optimization work for you.

If you’re looking for a solid platform to help grow your online marketing efforts, and ultimately your bottom line- check out Boston Logic’s industry leading Sequoia software for Real Estate Professionals

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