A Realtor’s guide to Search Engine Optimization (SEO)

Online, you will lose 100% of the prospective clients who can’t find your website. Scary, isn’t it?

SEO (Search Engine Optimization) is a critical component of online marketing. Basically, it’s the art and science behind propelling your website to the top of search engine results.

Effective SEO can skyrocket your success within the real estate industry. The likelihood of potential leads scrolling through seven pages of Google search results to click on your website is very small – but if you’re among the top few search results it’s a veritable golden ticket to conquering your competition.

The most successful real estate SEO can be as complicated as a chemistry class, but understanding the basics boils down to two fundamental principles:

• Key phrases: Perform keyword research to identify what popular terms prospective buyers and sellers are using when searching for a Realtor in your area. (Google’s Keyword Planner is a very useful tool.) Got ‘em? Now weave them into your web content. Use Google Analytics to track trends and traffic and help you gauge which terms and phrases best help drive visitors to your site
• Content: Content is king, and that applies equally to Google’s algorithm that rank pages. It’s also where things get can tricky. Your website needs compelling content that engages your target traffic, incorporates the perfect balance of SEO key phrases and terms (without sounding terrible) and that is unique to your real estate business

Warning: Don’t be a keyword-stuffing Realtor!

It’s easy to go overboard when trying to put key phrases into your web copy. Google’s algorithm is increasingly prioritizing quality, readable and informative copy over keyword-stuffed mumbo-jumbo, so use your key phrases in moderation. Your first allegiance should always be to your potential client. Once you’re sure you have informative, relevant content, THEN you can look at ensuring you have some of the right key phrases that your market is looking for. (A good rule is to focus on only one or two key phrases per page.)

Ensure your copy can pass Google’s stink test: Imagine a Google employee, or your biggest competitor, is asking you why you used a particular term on your website. If you can’t offer them a plausible explanation that’s not “I wanted to boost my SEO” then you’re likely engaging in “keyword stuffing,” which can actually cause Google to punish you by dropping you from their top search results.

In summary, SEO is crucial to boosting your real estate business and ensuring your website is seen by your clients, but it needs to be done right. Only then will your website start clawing its way up the rankings.

Need help with your marketing? Boost your real estate business with copywriting and content marketing services designed specifically to highlight what’s unique about your real estate business. Contact darcy@rpcopywriting.com.