Keywords are the key elements for every real estate website. Through keywords you can reach potential prospects as they search for the services you offer. Research shows that 44% of real estate buyers begin their home buying journey through online search, while 95% use Internet during and throughout the buying process.
That’s why as a realtor you need online presence in major search engines such as Google. This way you will rank higher than your competitors and reach more potential leads.
Among the many SEO strategies to rank higher, a keyword list is the most fundamental. But how can you derive this? First, by pinpointing the specific terms that potential clients are searching for during the process of buying a home. And second, use the keywords to target your prospects on relevant web pages such as home valuation pages, property listings pages, and property blogs as well.
With the right real estate keywords, you will drive more traffic to your site, which can result in more leads and unit sales.
In this guide, we will dig deeper on:
- What is a keyword?
- Types of keywords for real estates
- How to find the high-converting keywords
WHAT IS A KEYWORD?
Keywords are terms and phrases you use in a search engine on your prowl for products, services, knowledge, or answers. And keywords can tell a search engine what you are specifically looking for so that it can query its database to provide you with the most relevant web pages.
During the home search process, there are terms that buyers use such as:
- Best realtors in New York
- Florida Lake homes for sale
However, some keywords are searched more than others, but you can use tools like Google Keyword Planner to determine the monthly search volume of a keyword.
DIFFERENT TYPES OF REAL ESTATE KEYWORDS
Most keywords usually have equal difficulty and search volume, but different levels of buyer’s intent. And that’s why real estate keywords are classified into three distinct markers including: generic, local, and hyperlocal markers.
Generic keywords are the basic search terms such as “how to buy a home”. Although it has a high monthly search volume, it is highly competitive to rank, hence a low conversion rate.
For a term such as “buy a home in San Diego, CA,” which has a local market, has a significant high search volume ranking for the terms “buy” and “San Diego.” The two modifiers indicate a strong buying intent in a certain location.
You can compete in less competitive markets by using hyperlocal keywords that give reference to specific neighborhoods, streets, property types among others. For example,
- 2 bedroom condos for sale 83723 zip code
- 2 bedroom lake house for sale
Although these hyperlocal keywords have a relatively small search volume, they are likely to convert because the buyers know exactly what they need i.e. type of property, location, and size.
THE STEP-BY-STEP PROCESS OF FINDING HIGH-CONVERTING KEYWORDS
Step 1: Search for the primary and secondary keywords for real estate.
You can use the Google Ads Keyword Planner to brainstorm property related terms you believe potential buyers and sellers are researching for. You can also use Ahrefs Keyword Explorer to research keywords used by your competitors to generate and drive traffic to their sites. You can determine the best keywords through competition, relevancy, and volume.
Step 2: Create different keywords and group them by primary keyword.
Select the most popular and searched keywords for real estate you find and use primary keywords as the main terms for the groups. These will act as content concept for your blog posts and web pages.
Step 3: Arrange keyword groups depending on their converting value
Earlier on, we mentioned that prospects can search for keywords with a buyer’s intent or just researching for more information. Although both are invaluable, your focus should be on keywords geared towards driving more traffic.
Step 4: Analyze your type of content
Before you begin to create content tailored to target specific keywords, first search them on Google to see the kind of content that is ranking.
Step 5: Choose where each keyword will be targeted on your site
You need to decide which keyword goes to each web page, for instance, about page, listing page, contact page, or simply change the copy of your on-page SEO.
Step 6: Measure the performance of your posts and pages
You can use Google analytics to measure and track the performance of your website, as well as identify which properties are generating more organic traffic.
Are you looking to boost your real estate marketing? Contact us today, and we will help you implement the best PPC campaign for your business.