These days, real estate agents’ internet marketing requires familiarity with Search Engine Optimization (SEO) techniques. In a nutshell, SEO helps your real estate property listings get found when people search online for properties for sale in their area. Someone using a search phrase like “homes for sale in Calgary,” for instance, will have a higher chance of seeing your property listing if you use SEO techniques emphasizing those keywords.
But not every approach works! Simply stuffing your page with the same keywords repeated over and over will actually hurt your chances of getting found on search engines like Google. Instead, use SEO best practices that incorporate keywords in the right spot.
To help you follow these best practices in your typical online listing, make sure your target keyword can be seen in the following areas:
Your Web Page URL
Many tools spit out random letters and numbers when creating a unique web address for a page. However, Google and Bing tend to have a harder time indexing pages that end in phrases similar to …/listings/jekhj39o83fn83hf9.html compared to …/listings/Calgary-homes-for-sale-3br-home-sage-hill-classic-bath.
Not only is this page address easier to read by both human and computer, its descriptiveness actually gives search engine indexing programs an additional keyword to latch onto when adding your page to possible matches.
WordPress has an entry field just for customizing page URLs, and you can often upload a page with a specific URL if you work with your site curator.
Title and Headings
Ideally, you will have a keyword phrase somewhere in your page title. You may need to shorten or alter the phrase to fit better within the page’s purpose, though.
You should absolutely have your exact keyword phrase in at least one of your H2 headings, although you may need to add a preposition or change the plural case to make it work — e.g. a keyword for “homes for sale Calgary” could be changed to “homes for sale in Calgary” so it makes grammatical sense. Also, try to use your keyword in the first 100-200 words of your post.
Never “Stuff In” Keywords
One thing you should not do is use your keyword excessively. Around four mentions per 500 words is a good density to hit without going overboard. You can always use similar or alternative phrasings if you feel like your density is too heavy.
Alt Tags for Images
You can code in a descriptive phrase, known as an “alt tag,” to show up when you hover over images in your web page. Use a keyword phrase here or a similar phrase to add yet one more instance for search engines to index.
Title tags display in the tab at the top of the browser. Your title tag should include a keyword phrase while still remaining descriptive.
Meta descriptions display as previews of the page on search engines, describing the page’s purpose in one or two short sentences. Definitely make sure your keyword phrase appears in this area!
You can further optimize your page by anchoring keywords as links to other parts of your site. For instance, we at Top Agent could mention our “pay-per click services for real estate agents” and link to a relevant page. This link not only encourages people to visit different parts of your site, but it also helps search engines connect parts of your site to specific keyword phrases.
Longer posts give search engines more to look at, increasing the chances of them finding a page relevant compared to a shorter page. Most real estate listings are understandably short, but try to flesh them out to be more descriptive and hit at least 300 words, if possible.
If you do not have the time or space to reach that length with every listing, you can instead create a keyword optimized “neighbourhood hub page” for each region you list in. Adding a link from this page to your listings can pull in search users to your hub page when they search for keywords and then funnel them towards your listing page afterwards. Make sure your page is informative, though; the fewer people who actually read it, the less likely search engines are to link to it in the future.
Get Tailored Advice for Real Estate Agents’ Internet Marketing
These tips can help you get started, but only a thorough look at your market and your online prospects can provide you with the comprehensive SEO strategy you need to succeed. Get started improving your online lead generation strategy and picking up more consistent business by working with a specialist internet marketing agency for real estate agents today!