Real Estate SEO
Does your website and brand show-up when potential customers are searching online? If not, you need a solid search engine optimization strategy.
Our experienced team is trained in the latest best practices. We’ll bring the SEO strategy to life, executing our proven system to drive more qualified traffic to your website.
Watch your online visibility, traffic and sales grow with our time-tested system. Let HookLead deliver the results you need!
Real Estate SEO
The goal is to build a strong online presence to ensure visitors can more easily find your website amongst all your competitors online.
Our primary aim is to improve page ranking so that users will see your website when they search for local real estate related items. In order for us to achieve this goal, we have to coordinate several different, but closely related activities.
We conduct a thorough investigation to find out everything there is to know about your target audience and how we can utilize your website’s content to drive traffic and turn your visitors into paying customers.
Our Real Estate SEO methodology is a process that takes place over time, involving result-driven practices. Simply redesigning web pages and rewriting content won’t ensure results. Truly building SEO authority takes an on-going effort over the course of months.
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Here we get to know your business, identify your target audience, competitors and potential challenges to select keywords that will drive traffic to your website.
Quick Fact: 90% of a campaign’s success relies on the proper selection of keywords.
Based on your industry, competition and the inherent characteristics of your site, we will create a strategy meant to match or beat the competition, taking your website’s structure, code, and digital footprint distribution into consideration. We call this the Campaign Roadmap. All our experts organize the activities required to drive success to you in the shortest amount of time. We report the work to you in real time and in some cases, require collaboration to achieve the best results for your campaign. We drive as many strengths to your website as we can, as soon as we can.
We identify the technical elements of your site that can be improved and match search phrases to the pages on your site. A semantic signal evaluation ensures that your site is sending the correct information to Search Engines regarding your value proposition, products or services. Next, we create algorithmically appealing content while attempting to match your marketing language to penetrate Search filters and reach your target audience even better.
Quick Fact: 70% of ranking success in small markets is attributed to On-Page factors.
Investigating your website’s digital footprint tells us how other websites refer to you. Our job is ensuring we create a natural and balanced off-page profile for your website. Our proprietary outreach program assists us in acquiring inbound links from unique publishers each month.
Quick Fact: Backlinks still contribute to over 60% of rankings in search.
Reporting & Analytics:
As a company, we invest heavily in technology and provide you with real time reporting and collaboration through our proprietary user dashboard. Our dashboard integrates Analytics, Social and Search Console data to allow business owners holistic access to the most important marketing data about their site and project progress on Desktop, Tablet or Mobile. You have the power to generate reports and analysis online and in real time.
Quick Fact: Over 80% of ROI opportunity is found through Analytics and Periodic Reporting.
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Methodology for Real Estate SEO
Is your real estate business taking advantage of the Internet?
The real estate market in the United States is on a steady rise ever since the crash of 2008. Forecasts for 2018 indicate realtors will sell up to 5.78 million homes before the end of the year.
If you’re a realtor, that means this is a good time to do business.
One thing did change throughout the past decade though: more people are online and a majority of people use the Internet when they want to buy a new home. This means the competition is tighter than it was before.
You won’t survive in 2018 unless you master SEO for real estate websites. But where to start and what strategies work best?
Read on here to discover how you can maximize your SEO efforts to make your real estate site stand out.
Understand How People Use Google
The first thing to understand is that people use Google in three distinct steps whenever they need something:
- To learn
- To decide
- To accomplish
A consumer will use Google first to learn about a potential neighborhood or city they may move to. Their search could go as “best neighborhoods in Chicago” or “friendly neighborhoods close to New York City.”
By the time they move to the second step, they’re on the verge of making a decision. They’re looking deeper into niche terms and will use keyword phrases like “price of apartments in Mayfair, Chicago.”
The third step sees people searching online to accomplish the decision they made in step two. Their search could look like “best realtor in Chicago.”
The goal of strong SEO for real estate websites is to maintain a presence for all three steps. Whenever someone makes those searches, your site should be among the results. Maintaining constant presence shows you are an authority that they can trust.
Proper Keyword Research
At the end of the day, SEO for real estate websites all boils down to making strong use of the right keywords. It’s not the be-all, end-all of your SEO strategy, but it is where a lot of your content and backlinks will lean on.
That said, you do have to conduct a lengthy amount of time for keyword research. Get it wrong and you could be marketing your site to the wrong audience. The risk and difficulty are some reasons why most realtors turn to a professional SEO agency to get it done for them.
Whether you do it on your own or you have the aid of the professionals, you will want to focus your keyword research on the following:
- Search volume
- Current keywords you rank for
- Keywords your competition ranks for
- Traffic potential
- Long-tail vs short-tail keywords
The last detail is one you have to take some time with. Research shows that there’s a higher search volume for long-tail keywords. But formulating the right terms means understanding the keyword market and your niche audience too.
Focus on Local SEO
SEO for real estate websites almost always banks on the local market.
Why put so much effort to build a national brand when the properties you sell are only in Los Angeles City or Jacksonville? You want to reach out to people interested in buying property in those specific locations, not building brand awareness like sports shoes that get sold in every store in the country.
Do you sell property in Abilene, Texas? Focus on that area. This guarantees you’ll get listed when people make those specific searches for properties in the area.
This should be your bread and butter. Want to dominate local SEO for real estate websites? Follow these core steps:
- Localize title tags and meta descriptions
- Get on online directories and citations like Yelp
- Use Google My Business
- Local structured data markup
Maximizing your efforts through these steps will ensure you land the top spot for local real estate searches.
Find Your Niche
Ranking high in SEO for real estate websites means targeting a specific audience. We’ve covered focusing on local SEO strategies but you also need to identify and focus on your niche.
Do you sell apartment properties? Business offices? Do you offer homes catering to the 1% or to people right along the poverty line?
Identify what kind of properties you have and who your target audience is. When someone does a search for “affordable apartments in Nashville,” they’ll find your site.
You won’t get those leads if you focused only on “properties for sale in Nashville” because that’s too general and the competition for those phrases is too difficult.
Use Google My Business
Make Google My Business your best friend. It’s not difficult to use and filling it up with the details about your real estate business and site don’t take too much time.
What benefits do you get? Some of the main benefits include:
- Appearing on Google Maps searches
- Listed as local business
- Respond to Google customer reviews
- Insight on search analytics
Some of the metrics you get to track include checking how many leads called the number you listed on Google My Business. You can see where traffic is coming from and if people found your site using this directory.
You do have to take the time to update your Google My Business. Make sure everything from the operating hours to your contact information are all up to date. If you have several properties on the market, make sure to add photos and videos to your Google My Business profile too.
Apart from keywords and great content, backlinks are the third most important factor in effective SEO for real estate websites. This is an aspect that shares similarities with SEO strategies for other industries.
External links or outbound links are links you place in your content that leads out of your site. These should link to other authoritative sites like statistical data, studies, or renowned sites in real estate.
Inbound links are the ones that matter more. These are links in other places that lead to your real estate website. You can get these through a number of ways, such as:
- Guest blogging on other real estate sites
- Get listed in relevant directories
- Encourage others to link to your site
- Share links on social media
There are three aspects of link building that you do have to focus on if you want good SEO for real estate websites. These three factors determine the strength of your link building strategy:
How many links lead back to your website? Google will take into consideration the total amount of inbound links and index them according to the next two factors.
The takeaway here is that the more links you have, the better your chances are of ranking higher on SERP.
You can have hundreds of links leading to your real estate site but Google will ignore them or even penalize you for them if they are questionable in nature. Poor quality backlinks equate to poor SEO for real estate websites.
With that in mind, always take the time to check for bad backlinks.
What are bad backlinks? These are links from spam sites, links that don’t relate to their anchor text or come from blacklisted websites.
Always check if the links hold any relevance.
Did these backlinks come from your social media pages? Did they come from a directory of local real estate businesses? Did you find backlinks in a blog post that has nothing to do with real estate?
Google’s Penguin update focuses on quality and relevance. If those backlinks aren’t relevant to your site or the site they come from, Google will hold them against you and penalize your website.
Backlinks build your profile but quality content is king. Not every real estate website has a blog, instead focusing on showcasing all their properties and financing deals for potential clients.
That is the first major mistake they make.
A blog helps build your site as an authority about the real estate industry. It also ensures your site gets new pages and new content. That’s the important aspect because it means new backlinks, audience engagement, and more elements for Google to rank.
By the year 2020, the number of active smartphone users will be over 2.87 billion.
More people access the Internet now on their phones than they do on a desktop computer. Google has taken notice of this and prioritizes websites that are mobile optimized.
Want to rank high in SEO for real estate websites? You need to get a responsive website. Make sure that your website gives the optimal experience for potential clients regardless of the device and screen size they utilize.
Use Social Media
If you still think Facebook is only to chat with friends and share photos of your vacation, it’s time to think again. Having a good social media plan is a key element of SEO for real estate websites.
Keep in mind that Facebook has over 2 billion active users. Well over 75 million businesses have a Facebook Page and there are innumerable Facebook Groups. Instagram has 800 million accounts and Twitter is closing the gap with over 350 million users.
This doesn’t even account for the number of people on Google Plus, Reddit, and YouTube. If you want to build a strong backlink profile and a way to engage with your audience, you have to get on social media platforms.
Take Advantage of Google’s SEO Tools
There are many different SEO tools out there, some of them free and others paid. Some of the more popular ones include KWFinder, Moz Local Listing Score, and SEMrush. You may come across blog plugins too like Yoast.
Google, fortunately, comes with its own set of SEO tools. Take advantage of these if you want to focus on SEO for real estate websites. Here’s a list of the most common Google SEO tools to consider investing time and effort in:
- Google AdWords
- Google PageSpeed Insights
- Google Analytics
- Google Webmaster Tools
- Google Keyword Planner
Analytics, in particular, can show how well your SEO efforts are performing. Maximizing your AdWords campaign, on the other hand, helps you reach potential leads through email. You can check for details regarding site visits, click rates, bounce rates, dead links, and more.
Don’t Forget PPC Ads
SEO for real estate websites focuses on organic search results. That said, you shouldn’t ignore the benefits of Pay-Per-Click ads that can also rank you high on SERP.
While others state you either focus on PPC or SEO, the truth is you have to give both a balanced amount of time, money and effort. With a strong PPC campaign, you can boost your SEO results and good SEO can aid your PPC campaign.
Jump into VR Technology
There will be more than 68,000,000 VR headsets sold by 2020. Facebook is already moving forward with its own virtual reality platform and the real estate industry is discovering other benefits VR technology can offer too.
With the technology, you can let clients from across the country or even across the globe see the property you sell. You can use VR to showcase the property and how it looks at night, during the winter even when it’s still summer, or how it might look with some proposed renovations.
But what does it do for SEO?
First off, think of the untapped long-tail keywords you can grab. You could rank high for searches like “VR home tour in Los Angeles” and “VR buying unseen for apartments.”
No Black Hat Tactics
Regardless of how your site is performing, never resort to black hat SEO tactics. It’s never an issue of if Google will discover these bad actions; it’s a matter of when.
Some of the black hat SEO tactics you need to avoid doing include:
- Paying money for more links
- Comment spamming
- Duplicating content
- Keyword stuffing
- Invisible text
Invisible text is the most troublesome because it’s the one you can’t check at face value. Black hat SEO experts will make text white to blend in with the background of the page, allowing them to place them anywhere.
While in the beginning, this can lead to higher traffic, Google’s crawlers will recognize they don’t have any relevance to the content and the site will get penalized as a result.
Using SEO for real estate websites can be a little difficult and complicated at times.
If you get it wrong, the consequences can lead to the downfall of your real estate business. If you get it right, though, you can see your business boom before you know what to do with it.
Don’t waste time and money. Don’t jump into any SEO strategy without consulting experts.
We can help you get it right and get it right fast. If you’re not sure about the next step, you can contact us and we’ll be glad to point you in the right direction.
You can also check some of our previous case studies to see what we can offer you.
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