Introduction to Real Estate Search Engine Optimization (SEO)

In the last episode, we covered the basics of real estate web analytics. In this episode, we do an overview of real estate search engine optimization (SEO). If you’re trying to solve a problem that you’re not familiar with, what’s the first thing you do? If you’re like me, you do a Google search. Many of your prospects do the same thing and what you want is for your website to appear first on page 1 of the search and not your competitors. In this episode, we’ll go over the basics of SEO so that you’ll have an idea of what needs to be done. Here are the factors that go into SEO:

1. Keywords: Your first step in the SEO journey is to identify the keywords your potential clients are using to search for real estate services. To streamline this process, you can rely on tools like Google Keyword Planner and SEMrush. These platforms will help you discover high-traffic keywords that are relevant to your business and, more importantly, your audience’s search queries.
2. Meta Tags: Meta tags are snippets of text that describe the content of a webpage, and they play a crucial role in search engine visibility. A well-structured meta title and description that include your target keywords can provide valuable context to search engines and improve your website’s visibility in search results.
3. High-Quality Content: Your content is your virtual sales pitch. Creating relevant, informative, and engaging content will not only captivate your visitors but will also indicate to search engines that your website is a trusted source of valuable information. A website that is filled with rich, high-quality content is more likely to rank higher on search engine results pages. See the episode Real Estate Content Marketing 101.
4. User-Friendly Navigation: A user-friendly website is essential for providing a positive experience for your visitors. Easy-to-navigate websites help visitors find the information they’re seeking quickly, which enhances their overall experience and increases the likelihood that they’ll spend more time exploring your site. See the episode, 6 Key Elements for Building a Professional Real Estate Agent Website.
5. Page Speed Optimization: Speed is of the essence in the digital world. A slow-loading website can frustrate visitors and negatively impact your SEO. Google’s PageSpeed Insights is a powerful tool that provides insights into your website’s load times and offers actionable recommendations for improvement. See the episode, 6 Key Elements for Building a Professional Real Estate Agent Website.
6. Mobile Optimization: In today’s digital era, a significant portion of web traffic comes from mobile devices. Google’s mobile-first indexing means that your website’s mobile version is critical for SEO. Ensuring your website looks good and performs well on mobile devices is not an option – it’s a necessity. See the episode, The Real Estate Agent’s Guide to Mastering Mobile Engagement.
7. Backlinks: Backlinks are essentially endorsements from other reputable websites. Having a strong backlink profile boosts your credibility in the eyes of search engines and can lead to improved search rankings.

It’s important to note that SEO is a marathon, not a sprint. It requires ongoing optimization and adaptation to the ever-changing search engine algorithms. While it may not yield immediate results, a well-executed SEO strategy can significantly impact your online visibility and success in the long term.

Essential SEO Tools for the Digital Marketer

Every seasoned professional knows the value of a robust toolkit. In the digital marketing world, SEO tools are essential for optimizing your website, increasing your online visibility, and navigating the complexities of web analytics.

Here’s a breakdown of your SEO toolkit:

• Keyword Research Tools: Platforms like SEMRush and Google’s Keyword Planner are indispensable for uncovering the search terms your potential clients are using. These insights enable you to tailor your content to resonate with their queries.
• Analytics Platforms: Tools like Google Analytics provide invaluable insights into your website’s traffic patterns, user behavior, and more. These insights can guide your strategy and help you refine your approach. See the episode, Real Estate Web Analytics 101.
• Site Health Checkers: Think of these as your website’s diagnostics tools. Platforms like Screaming Frog and Ahrefs scan your website to uncover technical issues that may be hindering your SEO efforts. Whether it’s broken links, slow-loading pages, or mobile optimization issues, these tools help you identify and rectify them.
• Backlink Monitors: Backlinks are digital endorsements from other websites. Monitoring tools like Moz and Majestic allow you to track who is linking to your site, helping you understand your digital reputation and uncover new link-building opportunities.

With these powerful tools at your disposal, your digital real estate journey will be laser-focused, targeted, and formidable. Happy optimizing! In the next episode, we’ll do an overview of local search engine optimization. For more information on digital marketing, see the episode Real Estate Digital Marketing 101.

About the Author

Larry Hales is a seasoned and multi-faceted technology professional. His passion all-things tech began with his first computer in 1984 and it has stayed with him ever since.  Larry is the CEO and Co-Founder of MarketingHero.   Previously, he served as the Marketing Technology Director at West, Williston Financial Group Company, where he coaches and guides Real Estate Agents on how to better leverage technology in their business. His 25 years of photography, design and printing, combined with his knowledge of digital advertising and brand building, gives him a unique perspective of marketing from different angles. When he isn’t busy being a proud computer geek, Larry enjoys trail running, hiking, mountaineering, rock and ice climbing, and anything else that gets him outside.