It is every real estate investors/professionals dream to get quality leads, that is, people who can be easily converted into real estate customers. With quality leads, theres little to no cold calling shenanigans, less meetings with unqualified leads, less expense on marketing , and of course with better leads and cheaper marketing, you are practically guaranteed increased revenue. The secret is good Real Estate SEO mixed with an Amazing Digital Marketing Strategy.
But… Let’s be real, SEO Is not a quick and easy fix. SEO, especially Real Estate SEO takes time, patience, & money. This blog is catered towards those of you who already have a website and maybe somewhat of an online marketing strategy. Some of this might be basic, but it bears repeating.
Regardless of where you’re at, follow some of these tips & you’ll see your search engine ranking skyrocket.
Real Estate SEO Content Guidelines-
- Quality content:
This is what will boost your SEO performance, customers may be attracted to your page by fancy/witty titles or plenty of pictures but they will not spend a lot of time there if they find that the content doesn’t meet their needs. Think about it, if you clicked on an article By the way which is one of the things Google looks for to move your website up further in the search results. This is what affects your “Bounce Rate” in your analytics. What the heck is bounce rate? Here is a definition straight from Google Analytics:
A bounce is a single-page session on your site. In Analytics, a bounce is calculated specifically as a session that triggers only a single request to the Analytics server, such as when a user opens a single page on your site and then exits without triggering any other requests to the Analytics server during that session.
2. The content also needs to be relevant, it should offer the readers the information they need at any given time.
Bad Content won’t help your page ranking. A bad SEO strategy is to try and spend your time tricking search engines, instead of trying to build content that actually help’s your customers. Buying low quality articles to stuff websites full of keywords Is just bad practice . The Biggest factor in my opinion is that the people searching for real estate services probably won’t come back to the page, this means that you will have lost out, not just in here and now, but also in future.
3. You should create websites for human users, not robots or computers:
should be about creating a great user experience, one which visitors will
enjoy. Don’t focus on short term where you stuff keywords which might get your
page ranking high, for a short time and then disappear never to be found on top
again. The content published should be one that people would want to read over
and over again. Another thing to consider is page speed.
Want to see how fast your webpage is loading? Check out Google Page Speed Insight: https://developers.google.com/speed/pagespeed/insights/?hl=en
Google has said that page speed would impact your website ranking. Especially in regards to your websites mobile rendering page speed. When they talk about page speed they actually mean the time a visitor has to wait until your page is fully loaded. If it’s possible, you want to shoot for the 3 second mark. Even on my own website I’m still working on this.
4. Embrace blogging:
A study conducted in 2018 by the National Association of Realtors shows that 78 percent of realtors do not have a blog and only 13 percent plan on having one this year. You need to be part of the thirteen percent and create own blog where you can engage the customers. Blogs allow you to enhance your SEO strategy, make it easy to be found by online traffic. (Study Can Be Found Here On Page 23)
5. Try Vlogging:
If Content Is King, then Video is his “Merlin”…
(that was my attempt at a cool saying…that’s about as good as quotes get around here…).
Anyways, vlogging is a trend that’s growing fast, its effectiveness in attracting traffic and even gaining a qualified lead is unrivaled. They say a picture can communicate a thousand words, you can imagine how a moving pictures will perform. Videos are a big opportunity for real estate to create engaging content.
I personally started my wholesaling education watching Max Maxwell on youtube as he vlogged his everyday struggles and win’s with his business.
General Real Estate Digital Marketing Tips-
6. Increase social media activities:
Your activities in social media will greatly determine your success as a realtor. You may not want to manage it on your own, so you may hire someone (like a certain amazing real estate digital marketing firm with which you might know J) to help with social media management. This will ensure that there is constant engagement and the right content is posted at the right time to enhance your SEO strategy. At the end of the day people do business with people… not establishments. Social shows you’re a real person. Plus it helps with Real Estate SEO.
7. Deliver as promised:
Make sure you give your customers what you have promised. For example, if a user clicks on a result after a search or on your ad where you had promised tips on acquiring commercial properties, what you user should get is exactly that. Offering something different will make you lose potential customers, they’ll bounce off your site and never come back.
Eminem says it best:
8. Uncomfortable explanation test:
Use this strange test to gauge your strategies and content. This is where you imagine having to explain how your method to get more traffic to a google representative on the phone. If you find that you would be uncomfortable explaining your brilliant strategy, don’t do it, look for an alternative that wouldn’t make you feel like your 13 taking your shirt off for the first time at your best friends co-ed swim party.
Practical Tips For Your Real Estate Website –
9. Get rid of user-generated spam:
Use tools that can help in detecting and blocking spam on your blog. While the definition of what qualifies as spam varies greatly, pretty much anything that’s not related to real estate or whatever subject is being discussed in your blog should be treated as such. Whatever isn’t constructive, get rid of it. For you “Wordpress-ers” (that’s a word now…) you can use one of my favorite tools https://akismet.com/ to help you out.
10. Have your core, boring business pages, in place:
These pages include; privacy policies, contact pages ( where contact information such as name, address, and phone contact for the business are displayed). The name address and phone number that you use is absolutely critical to helping you rank in Google maps. Make sure it matches your yelp listings and any other local listings that you may have.
11. Use Google analytics:
You need to know whether you are making progress with your commercial real estate SEO strategy. With the use of Google analytics, you can get useful data and know whether things are working in your favor. Google analytics should be put in place when the website is set up and have complied with the guidelines. This tool gathers all the necessary data on the traffic as well as how the visitors are using the site. You will need to get assistance from a site administrator or a web developer to setup your Google Analytics. Basically, if you make a change to your site, or maybe you wrote a blog post, you need to know if it made a difference or not, and what content is performing best to keep creating more of the same!
12. Use other analytical tools:
Apart from Google Analytics, you will need to install other tools such as Facebook Pixel. This will allow you to gather data which can allow you to do retargeting ads. Did you know Website visitors who are retargeted with display ads are more likely to convert by 70%. (Source)
13. Get ideas on how you can use the competition backlinks to your own benefit:
You may be targeting a new niche or category of real estate customers and there are other sites that are in competition. Treat this as good news as you can use a reverse engineering strategy where the competitor’s SEO can be used to your advantage. Using tools such as SerpStat you can enter your competitor’s domains and track their backlinks.
13. Work on your site speed:
Slow speed can cost you a fortune, a report by Fast Company Article way back in 2012 showed that low page load at Amazon can led to loss of $1.6 billion in revenue annually. Tools such as Googles PageSpeed Insights among others can help you improve page speed.
14. Use keywords and Key-phrases:
Keywords play an important role in SEO strategy; they will make it easy to be found on search engines. You need to search for relevant keywords and key-phrases, those that customers are likely to use when searching for product or services that you are selling. Once again might I suggest UberSuggest? They have an awesome keyword feature. Heres me typing in Houston real estate:
15. To Ensure that you have the right keywords, check your competitors websites, & use own judgment to choose specific keywords that are likely to target the people you can help.
Wow….that was a long title…
You have to think, just because a keyword like “Houston Real Estate” has over 4000 searches a month doesn’t mean it can be good for you as a loan officer. You might be better off targeting “home loans Houston Texas” which only has about 90 views a month because the people who will contact you through that search query are highly qualified for the service you offer.
Show Off That Beautiful Face In Person! (Bring Breath Mints…)-
16. Embrace in-person events:
One of the most effective ways through which you can drive highly qualified leads into your website is through promoting it yourself. The technique may need more effort and many would not be in a position to do it, however, the results are great, you will get highly qualified visitors. There are various ways through which this can be done. Check out https://www.meetup.com/ to see what events are going on around you!
17. Get involved in self-promotion:
You should be the best marketer of your site, you can start with local events which are related to real estate. If you are targeting customers in a large city, https://www.facebook.com/events/ where you can search for events online.
18. Show up at the real estate events armed with business cards which have your website URL.
Your aim is to start a conversation with others in the real estate sector. In a case where the event has a hashtag, write a few tweets promoting the event and linking to your website. Just make sure that while your “networking” that you are tying it back or adding value to the event in question. No one likes spammers…
19. Ride on events through publishing the content of the events, where you can write a blog post or even post a video on the happenings at the event.
Inform the event organizer; let them know that you have published. They will love it as you are giving them a platform. Here you will have a good chance to earn a backlink as well as lots of traffic. Do this regularly and you will see increased traffic on your website. A big boost to your SEO real estate strategy.
Local SEO Tips For Real Estate Websites
20. Use local SEO:
The first step can be done through setting up Google My Business, follow the necessary steps in getting a free listing. Seriously there are a ton of people who don’t have this setup for their business. That means their business isn’t showing up in Google Maps. You could be missing out on a bunch of local traffic. This is the first step to your local SEO strategy.
21. Set up your real estate business on Yelp, this is one of the best platforms that will give you leverage and understanding on how you are being seen by your customers:
It is one of the most popular sites when people are looking for reviews on local businesses. While you’re at it… ensure that you give your correct and SAME contact information that can be found on other local website listings. Google uses your “Nap” (Name, Address, Phone Number) Information to rank you locally. The more citations you have with the correct NAP info the better.
22. Look for backlinks in local directories:
The exact directories will depend on where you are operating from. Potential directories will depend on the city as well as the availabilities of free listings. So if there are local newspapers or local directories, these are free backlinks for you to get which point back to your website.
Whats a Backlink? Heres a definition from WPBeginner:
Backlink is a link one website gets from another website. Backlinks make a huge impact on a website’s prominence in search engine results. This is why they are considered very useful for improving a website’s SEO ranking. Search engines calculate rankings using multiple factors to display search results. No one knows for sure how much weight search engines give to backlinks when listing results, however what we do know for certain is that they are very important.
Mobile Websites for Real Estate Pro’s-
23. Make use of mobile:
This is where a huge number of your potential customers are.
As of now, 70% of internet access is through mobile phones. Since the vast majority of internet access is mobile, Quartz said the “mobile internet” now simply refers to “the internet.” – According to CIODIVE
That means if your site’s not thinking “mobile first”, you’re doing it wrong. Thinking mobile first changes font sizing, what you show on the screen, where you place buttons, etc. This has to be in our considerations as we move forward. This will greatly impact your Real Estate SEO. Google’s thinking mobile first so should you!
24. Make sure your website is mobile-friendly:
if you are to reach people on the go, your website needs to be optimized to be used on both IOS and Android devices. Otherwise this will lead to poor access eventually leading to lower traffic. Does your website shrink down to fit the screen? Or do you have to do some ninja scrolling tactics to walk through your website. It’s time to change that!
Pro Tip- Talk to your web developer about turning your website into a Progressive Web App.
25. Slow Loading Mobile Websites:
How fast does your site load on mobile? This one factor will lead to customers avoiding your site and moving to competitors sites which are mobile optimized.
I literally today, clicked off of a link from facebook and it took so long to load on my phone I hit back….and left the site.
This and other factors will lead to reduced SEO results, Google has already said (in 2016 I believe) that page speed is a ranking factor. Tools such as Googles PageSpeed Insights can help you improve page speed, especially the mobile side of it.
26. Use Googles mobile-friendly test to detect if there are problems or areas which need to be improved on your mobile website.
Look we’re trying to rank you on Google right? Why not use their tools to see how they see your website? Doing this will ensure that issues are resolved quickly and you take care of every issue that’s detected. Check out https://search.google.com/test/mobile-friendly
A Pictures Worth…
27. Images too need to be optimized for SEO:
first, you should focus on those images which are found on your homepage since this is the gateway that most people will come through.
Upload your images to https://imagecompressor.com/ . This website compresses your images to a way smaller size while still keeping the sharpness needed to be beautiful. This impacts your page speed tremendously.
28. Focus on the image file name:
to reflect your company name and the products which you are offering.
An Image of your property in San Francisco shouldn’t be named:
Instead Name it to:
Just name it to something that Google can understand. Here’s straight from Google:
“Create good URL structure for your images: Google uses the URL path as well as the file name to help it understand your images. Consider organizing your image content so that URLs are constructed logically.”
This helps Google to know what your pictures are about, this also helps your real estate seo because it gets your pictures into google images.
29. Relevant Images Only:
While optimizing images for Real Estate SEO, keep in mind the Google recommendation, that images need to be helpful to the customers. Make sure your images actually have to do with what your article or webpages are about.
have multiple images on your Real Estate website (which you should…), Image ALT
tags are a must. What in the world is an “Alt” Tag? Heres the definition.
Wikipedia: “In situations where the image is not available to the reader, perhaps because they have turned off images in their web browser or are using a screen reader due to a visual impairment, the alternative text ensures that no information or functionality is lost.”
Real Estate SEO Tips For Websites-
30. Check whether you have duplicate content on your site:
This can happen if you have multiple pages hosting the same content. Google No Likey…
31. Change Duplicate content
If you find that there IS duplicate content, fix this as Google normally chooses a page which is relevant to display to your customers. With duplicate content sometimes the wrong page may be chosen, leading to people bouncing off and leaving.
32. Use the right tools
such as SEMrush to find and fix the problem of duplicate content; this will save you a great deal of time.
33. Reclaim site mentions through fixing broken links and targeting brand mentions.
In an event that the mentions of you or your brand are without a backlink, webmasters can be contacted and asked to include one. Basically if someone mentions your website, you should be getting a backlink. Unless the article is titles “Worst Real Estate Websites in (Insert Year here)”. Then don’t ask for a link…. Fix your site…
34. Use influencers to drive traffic into your website.
Hire them on Fiverr.
35. Update Existing Content:
Sometimes you do not need to reinvent the wheel; you can focus on the already existing content. You can get quick SEO results by optimizing the already existing pages with better photos, newer information, and better content.
36. Fix Broken Site Pages:
Get rid of those 404 errors, they are quite annoying to users, getting your page high in the search results only to click on it and get the annoying error is a recipe for disaster.
37. Ensure that your anchor texts are descriptive and make sure that there is no keyword stuffing.
Use of too many keywords in your anchor text will get you in trouble with Google.
If I wrote out a link to my website like:
COMMERCIAL REAL ESTATE SEO, REAL ESTATE SEO, REAL ESTATE DIGITAL MARKETING, REAL ESTATE WEBSITES FOR REAL ESTATE PROFESSSIONALS
Check out Digital Monestary for all of your Real Estate Digital Marketing needs.
The first version is filled with some of the keywords I like to target for my own website. This is what I’m talking about.
Stuffing your <a>(anchor tags) links with keywords seems smart, but you could get dinged… it’s not worth it. Build quality content instead.
38. Constantly update yourself with the changes that are happening in the Real Estate, SEO, and Digital Marketing world.
It does change constantly, it’s just the world we live in. Do a search for the marketing school podcast. Nevermind… I did it for you.
39. Try to include your keyword your targeting in your <h1> (Heading 1) and <h2> (Heading 2) tags.
40. Get Yourself A Free Video Audit from Us!
We will walk through your website and see whats going on, give you free recommendations, and talk about how we could help you. This is usually $199 and we wanna give it to you for free!
Check it out here: https://digitalmonestary.com/free-gift/