Many real estate agents’ websites are brimming with helpful information regarding the cities, neighborhoods and areas that they serve, answering a range of questions that most buyers are asking. This is precisely the reason why ensuring potential clients are able to quickly find your site is a priority.
You are likely in agreement, however, working your way to the top of the SERP (Search Engine Results Page) is easier said than done. One key determining factor is whether or not your pages have been optimized. Search Engine Optimization (SEO) is a digital marketing term for making your site as attractive as possible in order to grab the attention of engines such as Google and Bing.
What is SEO for Real Estate Websites?
SEO is about enhancing your website’s visibility in the organic (non-paid) search results. It involves various strategies and techniques aimed at increasing the likelihood of your site appearing higher on the list when someone searches for terms relevant to your business, product, or content. This includes optimizing your website’s text, images, and tags, as well as ensuring site structure and navigation are efficient. By improving these elements, you’re more likely to draw in organic traffic and, ideally, convert that traffic into clients.
Simply put, SEO as it relates to real estate websites is no different than its function for any other site online. It involves optimizing the site to rank higher in search engine results, thus increasing visibility to potential clients. This includes using relevant keywords related to real estate, such as “homes for sale,” “real estate agent,” or specific locations. It also involves optimizing website content and structure, building backlinks, ensuring mobile-friendliness, and improving page speed.
For real estate, particularly, it’s important to have high-quality, relevant content that meets the needs of those looking to buy, sell, or rent properties. Local SEO strategies, like optimizing for local keywords and listing the site on local directories and Google My Business, are also crucial for attracting potential clients in specific geographical areas.
Why is SEO important on area pages?
SEO is crucial for the area pages on real estate websites because these high value pages are great at turning visitors into leads. Think of these pages as the main stages where people browse listings and might fill out a form to get in touch. When your area pages appear higher in search results thanks to good SEO, the page has potential for more traffic — and that’s a big win for any real estate business.
Getting the SEO components of area pages right matters. These pages draw in people who are actually looking for what you’re selling. When your page answers their search and looks good doing it, you’re more likely to get that person’s details and start a conversation. It’s not just about being seen; it’s about creating trust and credibility.
Key SEO Elements To Incorporate Into Your Area Page
To make the most of your area pages, it’s essential to understand and implement key SEO practices that can drive tangible results. From optimizing content to utilizing effective keywords and incorporating a compelling call-to-action, various factors can influence the success of your area pages in terms of organic traffic and lead conversion.
Keyword Research
Digging into keyword research is key for making your area pages shine in search engine results. This step is about figuring out what people are typing into Google when they’re looking for homes for sale in the area your page is about. It’s all about finding those high-traffic keywords that you can rank for, while fitting with what your page talks about.
Once you’ve picked out the perfect keyword, it becomes your north star for your area page. You’ll weave this keyword into your page’s text, the behind-the-scenes meta tags, and the headings. It’s like leaving breadcrumbs for search engines to find and show off your page to the right people. By smartly layering these keywords throughout your page, you make it easier for searchers to stumble upon your business.
Keyword Placement
Once you’ve identified the keyword you aim to rank for, strategic incorporation across your area page becomes crucial for enhanced exposure on search engines. Key areas include the title, URL, and meta description. The title tag, being a significant factor in search algorithms, should seamlessly feature the chosen keyword to signify relevance. Integrating the keyword into the URL structure not only enhances search engine friendliness but also reinforces the page’s thematic connection.
Crafting a compelling meta description that incorporates the keyword aids click-through rates and underscores the page’s relevance for both users and search engines. Through strategic keyword placement, you can optimize your area page for search engines and improve its exposure. In turn, this can drive higher traffic to your website and potentially lead to increased conversions.
Content
Leveraging content effectively on your area page presents a prime opportunity to demonstrate expertise. With a recommended minimum of 300 words, delve into topics such as the local real estate market, offering insights into city living and neighborhoods, all while seamlessly incorporating your primary, and other relevant keywords naturally throughout the text.
To keep your readers hooked, mix in some catchy subheadings and eye-catching images to break up the text. It’s about guiding them through your content with a smooth, easy flow. This trick does wonders for both search engine rankings and keeping your audience engaged. Plus, when you deliver content that’s both interesting and useful, you’re showing off your expertise in the area. It’s all about building trust and making sure your readers know they’re in good hands, helping convert the area page visitor into a lead.
Link Building
Smart link-building can really give your area page a SEO boost. Think of it like setting up signposts that guide search engines right to your doorstep, making it easier for potential buyers or renters to find you. Internal links are your best friends here; they connect different parts of your website, like other neighborhood pages or blog posts, making it a breeze for Google to get the layout of your website to help with crawling and indexing.
Don’t forget about external links too! Linking out to well-respected sites, like local schools or community resources, spices up your content and shows you’re in the know. It’s all about creating a web of connections that ups your credibility and helps search engines see you as a go-to source. By weaving together these internal and external links, you’re building a solid SEO foundation that helps push your pages up the search ranks.
Why It’s Important To Have Original Content On Your Real Estate Website For SEO
Ask any digital marketing strategist, and they’ll emphasize the importance of original content on your real estate website for SEO. In September 2023, Google rolled out the Helpful Content Update. This put the spotlight on the need for content that’s not just good, but useful and relevant for your SEO rankings. The update works hand-in-hand with other algorithms to pick up on quality content that’s genuinely helpful to visitors.
Since then, the ripple effect has been huge, leading many websites to grapple with a decline in their organic rankings. Numerous platforms are now in the process of recovering from the impact of this update, striving to adapt and align their content strategies with the evolving SEO landscape.
In light of these changes, real estate websites must prioritize original content creation. This means doubling down on creating content that’s 100% original and really speaks to what people need. Being unique and relevant has become a big deal for ranking well on Google. To stay ahead in the online world, it’s all about packing your website and area pages with content that’s authentic, aligning with the new benchmarks set forth by Google’s Helpful Content System.
Listed below are some helpful tips to remember when producing original and authentic content.
Relevance to Audience: Tailor your content to address the needs and interests of your target audience, providing information that is valuable and relevant to them.
Consistent Branding: Maintain a consistent brand voice and style across all your content to build brand recognition and trust with your audience.
Evergreen Content: Create evergreen content that remains relevant over time, providing long-term value to your audience and maintaining SEO benefits.
Mobile-Friendly Design: Ensure that your content is optimized for mobile devices, as an increasing number of users access websites from smartphones and tablets.
Encourage Interaction: Prompt engagement by inviting comments, questions, or social media shares, fostering a sense of community around your content.
Compliance with Guidelines: Adhere to ethical standards and guidelines for online content creation, avoiding copywriting infringement and ensuring accuracy.
User-Friendly Navigation: Design your website with user-friendly navigation, making it easy for visitors to find and explore your content seamlessly.
Call-to-Action (CTA): Include clear and relevant calls-to-action in your content, guiding users on the next steps, whether it’s contacting you, exploring listings, or subscribing to newsletters.
Overall
As with all marketing strategies, SEO for area pages takes time to both implement and see results. It is also important to remember that getting traffic to your area pages, and website in general, is only the first step. Engaging and educating your audience is essential to turning that traffic into meaningful interactions and, ultimately, conversions.
To learn more about the importance of SEO for your real estate business, or how Asterisk Marketing’s expertise can elevate your online presence, connect with our team!