No matter how attractive and information-packed your site is, your target audience still has to find it. A fantastically written page can be buried in the search engines just as easily as a poorly written one. To get more targeted visitors to your website, you have to employ sound search engine optimization (SEO) strategies along with all of your other efforts. With the majority of website traffic coming from search engines, good SEO is a must.
The Right Keywords
Keyword research is a key part of SEO. You can probably come up with a long list of keywords and phrases that apply to your real estate business, but they may not prove the best for getting prospects to your site. Instead, the best keywords are those that draw a high level of searches yet have less competition. Such keywords provide a better chance of ranking higher with the search engines and getting more visitors to your site. Of course, it’s critical that you choose keywords that are relevant to your content as well. Just think how frustrated visitors will be if they land on your page from a luxury home keyphrase and find commercial property information instead.
SEO Keyword Incidence
Figuring out how to use the keywords you choose can be confusing. We’ve all seen pages that are 90-percent keywords and only 10-percent valuable content. These pages may spend a little time at the head of search results, but eventually they get slapped down by the search engines. And the visitors who do see the pages? They are often so annoyed by the lack of valuable information and poor writing that they get off the website as soon as they can. Many SEO experts recommend including your keywords just a few times per page. For example, you might do well to focus each page of your site on one keyword and include that keyword or phrase once every 100 words of content.
Besides the body of your page (your article, blog posts, listings, etc.), there are others areas that need well-targeted keywords. Use them in your meta tags and description, title, subheadings, and image tags. For example, write a title that includes your keyword and then add the keyword to one subheading on your page. Add keywords to the anchor tags of your links and in your page URLs. If you can include your keyword in your domain name, that’s even better.
Company or Custom Website
Company-provided websites are easy to set up, as many only require you to upload an image, contact information and a short bio. They often boast clean, attractive design elements and simple navigation. The problem with these sites is that they don’t show off your unique style, and it’s your unique attributes that set you apart and make you attractive to clients. If you can design a website that is uniquely yours or hire a designer to handle it for you, you can better demonstrate the reasons a prospect needs you rather than the agent down the lane. Likewise, you may find it easier to optimize your custom site for the search engines.