By now, you are probably beginning to understand the role of keywords in search engine optimization (SEO), the impact they can have on your real estate agency’s website.
You’re probably also realizing that content is a huge component to a successful SEO strategy, and that your content needs to be tailored to address the specific questions and concerns that potential clients have.
One of the first steps in developing an effective content strategy is by conducting thorough keyword research. Effective keyword research will provide you with valuable insight into what your potential clients are searching for and how those searches relate to services your real estate agency provides.
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Keyword research for your Real Estate Agency’s SEO strategy
The old approach to search engine optimization was placing a lot of emphasis on the number of times a specific keyword is used, and not much else. That approach is no longer effective, and has become obsolete.
This does not mean that keyword research isn’t still important, it is. Particularly for realtors who are in the process of developing a content strategy aimed at answering whatever questions their potential clients are asking.
Effective keyword research helps to eliminate the guesswork from your planning sessions. It enables you to learn about related topics, keywords, phrases, and unique search terminology – all of which will help you customize your content and engage your readers on a more meaningful level.
Here’s how we do it at AdInfusion:
Create a list of topics related to the areas of real estate your agency practices
To start, consider, in a very broad sense, topics that would be relevant to your real estate agency’s service areas. For example, a Sacramento-based realtor may come up with topics such as:
- residential real estate
- commercial real estate
- types of realty
Use those topics to come up with a list of keywords, questions and phrases for your real estate agency’s service areas areas.
(If you haven’t already, try creating a real estate agency client persona to help you get inside the mind of your ideal client.)
Following the example above, our Sacramento real estate agency might choose some of the following items to list under “residential real estate”:
- new home buying and selling
- duration of home buying process
- manufactured homes
- local home prices
- local property values
The goal behind this process is to brainstorm general content topic ideas that your potential clients will relate to.
At this phase, you should think about questions that future clients are asking. A prospective client may look for one of the following, for example:
- “how much does it cost to have my home appraised”
- “How long does it take to sell a home?”
- “How much money can I get for my home?”
- “Are manufactured homes safe for my family?”
It is common for web searchers to ask detailed questions instead of searching for a few short words. It is nearly always beneficial to have a combination of short, basic keywords and phrases, and long, complex ones for each topic.
Research related search terms.
Working on the assumption that you have compiled a sizable list by now, you may find it challenging to come up with any more keywords to do with real estate. Try taking one of your keywords or phrases and running a search on them. Scroll all the way to the bottom of the page, and you will discover “related searches” that can give you even more ideas.
Here’s an example of what you might find in related searches if you search for something general like “residential real estate Sacramento:”
Note some of the other searches that are listed:
- “Sacramento real estate market”
- “housing bubble Sacramento”
- “Sacramento real estate agents”
Now we have three new topics for our Sacramento realtor to write about.
A basic search phrase like “Sacramento real estate market forecast” could easily become several pieces of new content on a real estate agency’s website.
Let AdInfusion write the content for your real estate website
AdInfusion makes it easy to get great content for your real estate agency’s website.
We understand that most realtors are too busy to write their own content, or they just plain don’t want to, which is why AdInfusion offers content marketing solutions for real estate agencies of any size. Our content experts are experienced in how to use content to drive potential clients to your business, and we have contributed to some of the most successful real estate agents in the state.
AdInfusion writes unique and highly effective content for real estate websites and blogs that considers how your clients search and think. The result is superb content that not only educates potential clients, but compels them to take action.
Contact us today to learn how quality content can boost your real estate agency’s web traffic and conversion rates!