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When a user is on your website, many of them prefer to search for keywords, locations, and addresses directly in your internal search bar. A poor experience with your internal search engine could jeopardize your conversion rate, so do make sure that your internal search bar shows the right pages without any broken links or redirected pages. An added benefit to having a n internal search engine is that you gain insight s into what your potential clients are looking for. This knowledge can help you improve the content and optimize the user journey.
Just as in the non-digital world, word-of-mouth referrals can offer the best business. A backlink is a link from another website to your own. A local backlink is therefore a link from a local online source, such as a business directory, a local newspaper website, or blog . Local backlinks send signals to search engines that help validate your local authority , as well as help drive referral traffic with relevant leads to your website.
To improve your real estate website, you need to gather and analyze data on how your clients and potential clients behave on your website. Some web analytic tools, like Siteimprove , allow you to gather data on how your users behave on your site and what the typical user journey is . You can set specific goals and events related to actions on your web site that allow you to segment your users , so you can target different groups more effectively with the relevant content and information . You can also consider using heatmaps on your key pages that would allow you to understand how your users are interacting with your real estate listings pages.
S chema markup , also known as structured data, is code you can add to your website’s HTML to help search engines more accurately read the information on your website and, in turn, help potential clients find the information they are looking for. T here are two types of schem a markup that have been created specifically for real estate busine sses , R eal E state L isting and R eal E state A gent schema. Using the real estate listing schema, for example , you can hand – feed relevant information to search engines, s o it is clear to both search engines and your potential clients when the listing was published, where it is located, pric e of the home or lease, and length of the lease. Use the schema markup wel l and you might even be able to snag a featured snippet in the search results.
Keep in mind that SEO is a long-term strategy and you should not expect to see results overnight. Instead, you can look at r eal estate SEO as a way to implement your business goals , now and in the futu re. Many companies pour their SEO efforts into ranking on Google and there is no surprise there with Google dominating 88.83 % of the US search market share in April 2021 , according to Statscounter GlobalStats. But keep in mind that Google is not the only search engine worth optimizing for. Microsoft Bing and Yahoo are both well-known search engines with 5.47 % and 3 % market share, respectively. Although these other search engines boast less traffic than Google, the advantage is that there is less competition, meaning you have a greater chance at ranking on Bing and Yahoo .
14. Test and iterate to improve your conversion rate.
As with any lead generation strategy, tailoring your content to fit the needs of specific target audiences will improve your success . For example, users looking to purchase or lease properties have different wants and n eeds from users l ooking to sell their properties. To attract both of these important target audiences, be sure to tailor your SEO program to ca ter to buyers and sellers .
A good real estate SEO program does not stand alone but rather is an integrated part of your marketing and sales funnel . SEO, therefore, creates new point s of entry for new leads to ente r the funnel by guiding users directly to conversion points on your website. The types of conversion points you can use include c ontact forms, newsletters , and local data driven market researc h that helps you understand the needs of your potential clients.
As more and more realtors invest in SEO, being visible online is critical to the success of a real estate business . Here are just a few reasons why you need to start building your SEO program.
To keep track of your goals and report on your performance , it is key to monitor the evolution of your keywords. Staying on top of any changes to a keyword’s search volume or ranking enables you to make any tweaks or course changes in your strategy. Monitoring also ensure you keep an overview of which pages have low rankings and need further optimization.
To start a successful real estate SEO program, you should first have a good overview of how technically optimized your website is. These are elements on your website that you should look for :
More and more people are searching from their mobile devices, so much so that many websites are automatically switch ed to mobile indexing first which means that Google only crawls the websites with mobile bots. These mobile bots treat your website the same as a mobile device, therefore, it is vital that your website is optimized for mobile users . If the mobile bots cannot easily get around your website, your rankings will suffer. Ways to improve the mobile experience on your website include improving page speed, ensuring your website’s design adapts well to smaller tablet and phone screen sizes, and ensuring any pop-ups you might be using on your site do not interfere on mobile.
T h e Americans with Disabilities Act (ADA) requires businesses to provide equal access and services to people with disabilities. In your real estate office or home office in which you conduct your business with clients , this would mean removing barriers to access such as installing ramps or widening doors. The same requirements apply to your real estate website . To avoid litigation and loss of business, you should therefore ensure your website is ADA-compliant by checking your website for accessibility issues, such as non-compatibility with assistive technology used by people with disabilities. Consider using a tool such as Siteimprove’s automated accessibility checker to get an estimate of your website’s ADA compliance.
W it h digital real estate marketplaces like Zillow and Redfin gaining traction, there is no doubt that more and more real estate decisions are moving online. But having a website and posting on social media is not enough on its own. You need to ensure you r listings are getting seen at the top of search engine results when people start their online search. And to do that, you need a solid search engine optimization (SEO) strategy. Let’s dive into what SEO is and how you can leverage SEO for your real estate business .
The main benefit of a strong SEO strategy that includes quality content is that it can improve your incoming traffic . Not only does it increase your traffic, but if you are publishing relevant content and keywords, you are also attracting more of the right audience with greater chances of becoming clients . With the right conversion points in place, you can turn this traffic into new revenue.
To measure the success of your real estate SEO program, you need to set clear goals and KPIs that are relevant to your business needs. Different KPIs you could potentially track include :
10. Monitor your keywords rankings.
It is a jungle of information out there, so to help get you started on building your SEO strategy, here are actionable must-know tips for SEO success .
Once you have audited your website for the appropriate technical elements, you should focus on fixing the issues that influence crawling and indexing . You can have the best content in the world but if it is not getting crawled and indexed by search engines, it has no SEO value. The types of issues that can affect crawlability include broken links, outdated URLs, a missing or inaccurate sitemap, page duplicates , and slow load speed.
SEO for real estate is a way to optimize your online content to attract people through organic search results , as opposed to paid online ad vertising , like Google Ads. C ontent that you can optimize for search engines include content on your website, social media platforms, and mobile apps. In the early days of SEO, optimizing your content meant putting a great focus on keywords and links as the main way to rank. Now, however, creating an all-around good user experience that helps meet your user’s needs is the most importan t .
A study by Outbrain revealed that organic search drives 300% more traffic than social media. Moreover, a poll conducted on Twitter by Search Engine Journal showed 49% of marketers reported that organic search brings the highest ROI out of any digital marketing channel. The stats show that SEO works to increase traffic and, in turn, profits , but keep in mind that SEO is a long-term game that can take month s to s how significant results . Although you will not get instant return on investment as you might with paid a ds , with consistency and time , you can reach some of the millions of visitors logging in every day.
According to a 2020 survey conducted by the National Association of Realtors, millennials make up the largest share of home buyers in the U.S., which is surprising news to many. For years, millennials have had a reputation for holding out on buying a home, opting instead to live in their parents’ home or rent. But now, the tide seems to be turning and realtors need to prepare for the needs of this digitally savvy generation.
Your Expertise Trust and Authority (EAT) factors are highly important for users looking for trusted sources of information. S earch engines are putting increasing value on your EAT factors , so much so that if your website lacks these factors, you can lose your ranking and traffic . Fortunately, you can opt imize your website to boost these factors . For example, m ake sure that relevant page s , such as your A bout page, contact pages, and homepage are on point with up to date information and content that positions you as a trustworthy, local authority in your field. If you have accreditations or have won awards, be sure to include thi s information too.
As mentioned earlier, the main goal of SEO should be to help visitors to your website find what they need. In SEO, content is king , meaning that good quality content should be your top priority. For each web page, you should target a researched keyword, but avoid stuffing the content with this keyword. Instead, your focus should be writing content that your potential clients will find useful , while the keyword helps you stay on topic . The most valuable content will answer their search query and provide insight and information they cannot find elsewhere.
13. Have a well-functioning internal search engine.
An other added benefit that might not be as obvious is that SEO also offers a form of brand protection , as you can better control how your brand is represented online . An example of how SEO can protect your brand is if you are participating in an affiliate program. These programs are a tried-and-true way to increase revenue, however, you should be careful not to let affiliates dominate traffic to your brand keywords , as you have little control over how affiliates are representing your brand.
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Finding the right recipe for success can take some experimenting to see what clicks. To improve the user experience and conversion rate on your website, consider testing different versions of your page. Analyze what combination of elements on your website work to convert and eliminate any elements that do not work. Keep in mind, the goal is always to improve how visitors interact with your website , as this will help you rank better and convert visitors into clients.
Make sure that people know how to get in touch with you and where to find you. To do this, claim your Google M y B usiness listing and optimize it for search to appear in the right locations. Be sure to list your services and add relevant posts. Wherever possible , localize your website’s content and include your name, address, and phone details where it makes sense.
To rank at the top of search engines, you need to find out what keywords your potential clients are typing in w hen they start their housing search. You t hen need to investigate which of these keywords are reachable, depending on how much search volume and competition there are for each keyword. You can use an enterprise SEO platform like Siteimprove SEO , to uncover the top keywords your competitors are ranking for . You can also use it to find out what keywords you are already ranking for, which are great low-hanging fruits for you to start with.
Even if you know your industry competitors well, your SEO competitors can vary from keyword to keyword , so you will need to run a compet itor analysis to find out who you are competing with for search engine rankings . Once you know who your competitors are, analyze what works for them and what does not . For example, what kind of content are they publishing? How do they structure their pages and their websites? Study and learn from their wins and mistakes, and you have a good starting point off which to build your own strategy .
In addition, quality SEO content establishes your business as a go-to source of knowledge, which builds trust with your audience. Each time someone reads your content and gains value from it, they are interacting positively with your brand , thereby increasing brand awareness. And better brand awareness further increases th e conversion rate .
A successful SEO keyword does not always mean one that has a high search volume or popularity . A long-tail keyword is a keyword or phrase that is very specific and usually does not have a lot of search volume. Although long-tail keywords are more niche, they are also much less competitive, so if you find a keyword that is very relevant to your audience, you can more easily dominate rankings.
The name recognition for your real estate brand being squeezed between Zillow, Trulia and Realtor.com is a game changing experience for a brokerage. The website traffic and leads from your website is just the cherry on the top.
keyword research is an important step in understanding what terms you want to rank for.
Another new technology that can be leveraged to speed up your real estate website is AMP . Accelerated Mobile Pages (AMP for short) is a process in which you create a stripped down version of your web page or blog to make it AMP compatible. AMP pages are then delivered straight from Google’s servers for lightning fast results. Having AMP pages on your real estate website for your blogs can provide a super fast experience for your readers. Its important to note — you generally cannot place real estate listings from IDX on an AMP page, so you will need to have those pages load fast without AMP.
Most REALTORS, brokers and real estate teams are well aware of the power of the online review . Whether you get your reviews on Zillow, Yelp, Google or your own real estate website, you should maximize every testimonial.
The most authority is passed from otherwise powerful real estate websites from within the content itself. For instance, if Zillow were posting an article on their blog, and they were to mention the term “discount real estate brokers” and use that term as the anchor text and point to your site, that link would be very powerful in ranking for the term discount real estate broker.
SEO for Real Estate by REALTORS.
Most REALTORS working on their digital marketing will already have IDX in place, but is it implemented best for SEO purposes?
Your meta description is slightly longer at 160-300 characters. The meta description for each page provides a quick description of what the page itself is about. The meta title plays an important part in the ranking of the page while a well written meta description will entice users to click on your site as opposed to the others in the search results.
Of course there is. The “ real estate ” search may be wanting statistics on the local market, or other general information on the real estate in the respective city. Where the “ condos for sale ” search is expecting to see active listings in the respective condominium complex.
Is there a different user intent if the search is * city * real estate vs waterfront condos for sale in *subdivision* ?
Your keyword research should include not only the obvious but every deviation of those keywords. For instance, * your city * + homes for sale should also include:
Understanding real estate search engine optimization can be daunting, we break it down for you…
Now that your local SEO is in place and you have a good idea of what keywords you would like to be found for, the next step is completing an SEO website audit.
There are many products that will assist you in socially syndicating your original content from your website. Hootsuite is a very popular content sharing application as is Buffer.
Below is the step by step process that agents, brokers and franchises can use to get the organic search results they require for traffic and lead generation.
Many will not have that link pass any “link juice” to you by using a rel=nofollow tag. Some go to great lengths to not have any outbound links showing. Even very powerful, real estate domains such as Zillow linking to your site from a profile page will have little impact your your real estate sites authority.
What Should be Your Real Estate Keywords?
Unfortunately, many REALTORS do not know what is needed to organically rank their website. We will cover the basic steps for ranking a real estate website using real estate SEO best practices.
The obvious key-phrases are simply *your city* real estate or *your city* homes for sale. In many instances, these can be the most searched keyword phrases but are not necessarily what keywords you should be going after.
Anyone in real estate understands one of the main reasons that home buyers and sellers use the internet in the real estate sales process is to search for listings . The process of having real estate listings from other brokers displayed on an agents site is through the implementation of IDX or a VOW, with IDX being the dominant option. There is a long history of IDX and bringing listings online.
The quality and quantity of backlinks that point to your real estate website is what shows Google that you are an authoritative source of quality information. There are different ways to acquire backlinks, but it is very important to remember that all backlinks are not created equal.
When you display an IDX listing on your website you are pushing out the same information as every other local real estate site with a RETS feed from the local MLS. Ultimately, that has everyone displaying IDX on their site is displaying duplicate content. Google looks at MLS listings as very low quality content because it is not unique and is duplicated across the internet.
Another no-brainer is assuring that your website is as fast as possible. These two factors somewhat go together as the speed in which your website loads is even more critical for mobile devices. In addition to how the site is built, the hosting that is utilized for your website will play a large role in its speed. We have done extensive work to come up with the best WordPress hosting for SEO purposes.
How to choose an SEO Agency and NOT get burned!
Mobile Responsiveness and Site Speed.
The first step in establishing your local SEO is creating and claiming your Google Business Profile listing . This will officially tell Google about your brand, your business name, business address and business phone number. Digital marketing experts call that your NAP (Name, Address, Phone Number). A super important aspect of this process is ensuring that your NAP is consistent with your Google Business Profile account and your other online mentions such as Facebook, Twitter and of course, your website.
One Click SEO just doesn’t pretend to understand real estate marketing, our founder was a licensed real estate instructor for 8 years and has been a REALTOR for well over a decade. Even our content marketing manger has 20 years of running a real estate brokerage under his belt.
Once your Google Business Profile account is created and verified, you will want to create/update citation accounts. Citation accounts are websites that reference your business online such as Facebook, Yelp, Yellow-Pages and Foursquare. There are literally thousands of potential citation/directory websites that you can put your business information on. We can not stress enough how important it is to insure that all citations have the identical NAP as you Google Business Profile listing.
With more than half of the internet traffic in the world being from mobile devices, we even recommend building your real estate website Mobile First. A mobile first website is one that is built to be displayed on a mobile device and then adapted afterward to display on a desktop computer. This may seem like a minor difference, but from the web design perspective, it changes the entire process.
Once you have the audit results, you now at least know where your website stands from the technical perspective. It is important to remember, there is no silver bullet for search engine optimization – to effectively rank any website, there are many parts that must all work in concert.
With backlinks being the single most important factor for ranking on Google – it is also the single most abused process by many SEO agencies. In the past, simply a higher number of backlinks increased the authority and visibility of your website.
Many of the broker provided, agent websites act as if adding “ real estate keywords ” as meta tags to your website will somehow make it magically outrank your local competition and even large real estate aggregates such as Zillow and Realtor.com. This is absolutely silly. Real estate SEO is much more than simply choosing your keywords. As a matter of fact, Google stopped looking at meta keywords as a ranking factor at all years ago.
Backlink creation is the single most important, and most challenging task of an SEO Agency or individual.