Setting up your website is often one of the most exciting parts of starting your real estate business. It’s your digital business card, and in these times of fully remote working, it’s even your office. And along with your CRM, it’s an essential part of your growth strategy.
But websites aren’t like a field of dreams: they won’t come just because you built them.
SEO is all about answering the questions your prospects are asking
Search engine optimization is a mix of art and science. It’s about understanding how people use the internet as well as best practices for design and development. And even if you’re a real estate professional, not a web developer or digital marketer, we want to give you the right information so you can set yourself up for success.
First, here are some common terms:
Landing page: this is any page on your website where people can “enter” and get started. This is not the same as your homepage! In fact, people will likely visit your landing pages before they find your homepage.
Call to action: this acronym stands for Call to Action. What do you want people to do when they’re on your website? Make sure it’s clear and easy to find.
SERPs: this acronym stands for Search Engine Results Page or the page in Google or Bing where results are displayed for a search query.
Long tail search term: it’s when people type a phrase rather than a single word. This allows them to fine-tune their results from the get-go. Instead of just “single family homes,” a long-tail search term might be “single family homes with in-ground pools near me.”
Authority: This is perhaps the most important factor in research these days. Google’s search algorithm wants to deliver results that offer the highest “authority” on a topic, ensuring that users get the information they need as easily as possible, with just a few clicks.
Five factors are considered in an authority ranking:
- How old is the page?
- Page traffic trends
- Are there any backlinks?
- Quality of page content
- Technical SEO (site speed, schema, etc.)
Real Geeks offers highly optimized and easy to use websites with the technical SEO aspects that built it. We’re tailor-made to help you establish authority in your market, with easy-to-use tools that take your site from a static, purely informational site to a powerful tool that drives conversions.
Establish authority with a robust zone page strategy
Estate agents are local experts. And your website can help demonstrate that local expertise by capturing search traffic in your area.
Bob McCranie is a brokerage partner and team owner at Texas Pride Realty Group – HomeSmart Stars. And it leverages SEO best practices to be a great result for anyone looking for real estate in its market. He is determined with the pages of his site, building them to anticipate needs rather than to meet them.
“I don’t have a box on my website that says, ‘Find a home.’ It just won’t work. I love that searches are predefined on my site.”
McCranie’s site is an IDX-optimized size from Real Geeks – and he’s definitely a power user.
“I use Real Geeks because of the programmable URL feature,” he said. “I can enter the city name, county name, number of bedrooms and have it in my URL. If I can’t do that with a site, that site is dead to me.
The use case for this is very clear when you hear it describe its strategy.
“I have very specific research on what people might need at this point in their life: corner lots, mother-in-law suites, three-car garages, big houses, small houses, swimming pools, price points …my site gets people right to what they want. And best of all, Google reviews every single one of them. So when someone types in a long-tail search term, Google is more likely to match me. send it because I have already presented it on my site.
Savvy SEO means anticipating needs and building your site to meet those needs. Potential buyers are not looking for real estate in the main city. They are looking for a suburb or even a neighborhood, a school district or close to an employer.
This is why you create area pages for each market suburb you cover. Each page receives a call to action that takes the reader to the actual area page on your website.
McCranie explores every possible search parameter to help potential buyers find the home they need for their lifestyle. “For example, I took the map of the Dallas-Fort Worth rail system and created a link for each stop, so you can find homes within walking distance of the stop.”
Watch a demo of Real Geeks IDX websites to learn best practices built into your site from day one.