For any real estate agent today, finding an effective marketing strategy is paramount. There is no shortage of estate agents in the property industry, so to attract clients it couldn’t be more important to boost your rankings in the Google search engine results to get the edge over the competition. With this in mind, more real estate agents than ever before are recognising the potential of search engine optimisation when it comes to creating an effective website and driving up web traffic.
With an effective strategy for estate agency content, your company can improve its ranking in the Google listings, receive more visitors to your agency website, and gain more qualified leads that will give you the best chance of success in your local area.
Although it’s easy to say that you need to harness the power of SEO for estate agents, it isn’t always easy to know what that looks like in practice.
- What exactly is an SEO strategy, and what does it involve?
- How can you improve the link building potential of your property website?
- How can you persuade more potential customers to get in touch with your company simply by sharing quality content that is relevant and engaging?
Here, we give you some top SEO content strategy tips that will make you more visible and help take your real estate agency brand to a new level of success.
What Exactly is SEO for Estate Agencies?
Estate agent SEO is, in essence, a technique used by marketers to ensure your real estate website content is as visible as possible. That’s to potential customers who are looking online for a property to buy or for an agent who can help with selling their home. SEO campaigns are all about positioning your estate agent content as close to the top of the organic search engines results as possible.
Why is SEO for Estate Agents so Important?
In the past, property buyers would head to their local real estate agents to look at the listings in the windows. Alternatively, they would search the property market adverts in their local newspaper. Today, though, things have changed enormously. Now, most buyers find their dream property by carrying out search queries on Google UK. Meanwhile, sellers and landlords searching for the right agent for them also tend to turn to search engines, relying on the Google ranking search results to match them with the business that can offer the services that best meet their needs.
Although it may sound like a no-brainer to make sure your business web pages are glossy and beautiful, there’s something more to consider – and that’s how visible your business is. Even the glossiest site with the most fascinating blog posts still can’t be successful if your target audience cannot find it online. This is why estate agents SEO is so important for marketing your services, overcoming your competitors and ensuring your business has future success.
How Does Search Engine Optimisation Work?
Optimising businesses sites for Google’s search works in several ways, and the area is a complex one. At one time, when it came to SEO estate agents had to research the right keywords, with a focus on keyword ideas that included all the example high search volume terms and phrases that users would enter into Google searches when they were interested in properties, sales or purchases.
Times have changed, though. While keyword research is still vital, organic online searches on Google have evolved. This means that filling your website with page after page of keywords won’t have the positive effect you desire. In fact, it could have a negative impact on your SEO success. The SEO community is now becoming increasingly aware that the latest technology tools are smarter than ever before. When the Google bots crawl sites they now lower the rank of any website with articles that are keyword heavy and with poor copywriting. This means that companies must now concentrate on producing websites that contain relevant, high-quality blogs, images and videos that consider the intent that lies behind searches as well as their context.
To optimise successful content, you, therefore, need to include a range of aspects into your SEO strategy. Not only do you need to consider the keywords you use on each page and blog post of your site, but you also need to consider technical aspects like meta tags and descriptions.
How to Use Keywords Well
Although we have just said that keywords aren’t the most important factor, that doesn’t mean you don’t need to research them at all. The key is to concentrate on relevancy and traffic and target terms that are commonly searched for. There is no point whatsoever in being able to rank highly if it’s for a term that nobody is searching for.
As well as using individual keywords, you need to incorporate longtail keyword searches. These are common questions asked by people searching online. Many people now enter questions into Google when they go online to find information, and as fewer websites are targeting those specific queries the chances of your pages ranking highly for them are good. This will enable you to be more competitive and generate more leads to your site.
The Power of Local SEO When People Google my Business
Generally, you’ll need to target people in a certain location when you create a site for your business. That means you need to find a way to make your site rank locally. You can do this by including neighbourhood property news and become a hub for events, data, information and amenities in your area. Not only will this help you to rank more highly within your locality, but you can also use this technique to obtain valuable backlinks to your page.
Building links is important for SEO as this is something that the bots value highly when ranking a site. Featuring nearby businesses on your site by promoting their events or writing positive reviews can help to give you a better social media presence as they will be more likely to link back to your site and mention you on their social media platforms like Facebook, Twitter and Instagram. Not only are these kinds of links essential for effective SEO, but they are also a great free advertising solution, and that’s something that is clearly beneficial. So, find ways of including these links in your posts whenever possible.
Development of an Authority Presence
Links through reviews and localised information are important but even more essential is setting your brand up as an authority in the field. Your site is your chance to showcase your industry expertise. Writing articles that answer customers’ questions and provide them with the advice and guidance that they seek is the best way to establish your firm as a top performer within the sector, and will persuade them to subscribe, coming back time and again for more information and help. This will keep your firm at the forefront of their minds, so when the time comes to buy or sell a house they won’t need to waste time reading reviews or researching rival agencies. Rather, they will contact you straight away as they will know you can be relied upon to be professional and offer exemplary service.
Leading the Way in Your Sector
As you can see, there are many benefits to incorporating SEO into your website. Not only will it help your prospective customers on their search engine journey but it will also increase awareness of your organisation, boosting your marketing potential. With a well-crafted blog, you can establish yourself as leading the way within your sector and give yourself a valuable search engine visibility injection.
Seeking Professional Help
Optimising isn’t easy, especially for those who are new to the concept. That’s why using the services of a professional is always the best solution. We can help you with well-thought-out content, area guides and e-guides that can help you achieve your marketing goals. Contact us now to learn more.