Some real estate professionals have the initials SEO floating around their minds. They know search engine optimization is vital to real estate marketing. They’ve read up on the topic, listened to podcasts or online seminars. But, it's still not clicking.
Google adjusts its algorithm hundreds of times each year, and though most are minor massages, 2014 saw 15 major changes. Four have occurred so far in 2015.
The days of purchasing inbound links or stuffing your website with keywords for top rankings are long gone.
It won’t work for you. In fact, it will likely work against you, because the companies that have set up those search engines view such practices negatively and will punish you for them.
However, the most important thing to keep in mind is that SEO is your friend. It can work for you in many ways and the more you learn, the more you develop good practices, the better the results will be.
Wondering Where to Start?
Although much has changed in the world of SEO, the most important ingredient in the mix remains the same: the content on your website.
Helping people find homes is one of the most personal types of sales that exist, so your content should be designed to reach humans, not robots.
If you spend all your time trying to please search engine parameters, you’re appealing to robots.
Instead, appeal to your customers while understanding that today the search engines pick up on your ability to reach that audience.
For example, the folks at Google follow guidelines nicknamed EAT, which stands for Expertise, Authority and Trust.
Your website gets noticed and flagged if it sets you up as an expert with high-quality information that your specific audience trusts.
That means, it needs to be fresh with new content constantly coming in and a high click-through rate, which is an important part of that exponential factor.
If your information is clear, localized and targeted to your customers, it attracts people, who then provide feedback, continue to visit and give good rankings on the search engines.
But you can’t stop there.
To appeal to the human factor, your website and the data you provide also have to be easy to access and available on mobile.
If your site is not user friendly, it will not get more than a peek from visitors. If your information loads slow or your site asks people to fill out forms before they get very far.
As far as mobility, just as SEO itself has evolved, so has the way people get to information.
Does your site data transform well into the screen of a smartphone or a tablet? Can people easily maneuver through the data even on smaller views?
It is vital that your site is responsive.
Google's most notorious update this year, named Mobilegeddon, severely penalizes websites that are not mobile-friendly. In short, your site will not be found, if it is not responsive.
Maximize your Effort
The letter “O” in SEO stands for "optimization," remember that.
That comes back around to the content. If you want your site to pop up when your customers are searching, you have to evaluate and understand what they seek.
The search analytics have become much more sophisticated, so using tools such as synonyms and stemmed words are very useful. Long tail keywords play into this.
Long tail keywords are three or four keyword phrases specific to your audience and what they seek.
Optimization also refers to your time.
Fortunately, the big wide world of SEO contains many tools to help you make the most of your time including free or inexpensive tools such as the Google Search Console, which provides reports, advice on getting search results and problem alerts.
Another is YOAST, a plug-in service from WordPress that helps SEO on posts and pages.
Finally, don’t stop reading those articles and gathering knowledge.
Don’t think you’re in this scary SEO world alone. Many simple steps can maximize your site’s usefulness while adding to the exponential effect such as including internal links from page to page on your site or from your blog to the site.
In the world of SEO, the more connections you can make, the better chances you have of reaching your target audience and the more likely it is your business pops up on a search.
Don’t Do It Alone
SEO is a complex world, but it’s not one you have to maneuver without help.
Total Expert has a ensured that the websites built for our clients are agile and capable of navigating any algorithm change that the major search engines throw at you.
Your website is built on responsive technology and your website will be found. And there is a blog included, allowing you to cater content to your specific niche.