One of the most common reasons a website is not generating more real estate leads is that it is not properly optimized for search engines. So many people build a website and they either forget about it or think that they do not need to update it on a regular basis. They think that you can build a website and their ideal client will instantly find it and Google will push their website instantly to all people. In order for this to happen, you have to put in the work just like any other form of marketing.
Nowadays, there is such a focus on content marketing and getting found in organic search results that people are putting more focus back on their websites and their search engine ranking. However, I notice that real estate agents are not putting focus or attention on local SEO for their websites. They are putting more focus on social media which in my opinion is a mistake and a huge missed opportunity.
Local SEO (Search Engine Optimization) is a way that Google and other major search engines will crawl (scan) your website to know exactly what is on it and how important and relevant that information is when a user searches for that type of information. Search engine optimization is the practice of getting pages and websites to rank for a specific set of keywords or keyword phrases. Examples would be ‘realtor in Houston’, ‘homes for sale in Houston’, ‘how to buy a home in Houston’, etc. The goal is that your website is coming up at the top of the search rankings for your resources, blog articles, properties, etc.
The key is that you have to put in ongoing effort on optimizing your website. SEO is not a one-and-done type of marketing service. Google and other major search engines look to see if you are consistently adding new and relevant content to your website that is easy for the user to understand. If you do not update your website consistently with new content, then the search engines will think that your website is not relevant and will push you further down the search engine rankings.
So how can you optimize your website besides the standard header, title tags, and description tags? One of the best ways to optimize your website on an ongoing basis is with a blog. In your blog, you can put out weekly articles on things that your target user is searching for. Ideas would include:
- market updates
- local places to eat
- local community highlights
- real estate tips for buyers and sellers
- family-friendly attractions in your community
- commonly asked questions
- resources for buyers and sellers
The reason why you don’t have enough leads is that you do not have enough traffic.
How do you drive more traffic to your website?
You can do paid ads, but everyone is conditioned to ignore ads and click that skip ad button on videos. Plus, there are so many people doing ads that we are bombarded with ads. So one of the best and most cost-effective ways is content marketing because it drives free organic traffic. You create content that the user is searching for. You want to use keywords that the user is searching for.
How do you find keywords and content ideas that users are searching for?
There are so many keyword research tools out there that you can use that will show you how many searches a month those keywords get and how much competition those keywords have. If you are new to optimizing your website it is better to start with keywords in the low-competition category with a score of 40 or less. In the beginning, it will be hard to rank for high competition keywords such as ‘realtor in CITY’ because websites like Zillow or Realtor.com will dominate those every time. Try to focus on content with keywords of common questions clients have or things that they would research about a community before moving there like top restaurants in CITY, dog-friendly parks in CITY, things to do in CITY, etc. Then as your website builds domain authority, you can focus on those high-competition keywords.
Here are some free keyword & content idea tools.
These tools can be used to generate keywords, similar keywords, keyword phrases, questions about certain topics, and endless content ideas that your target user is searching for.