Real Estate Marketing

Three Components for First Page Results

Now more than ever before, there is a desire from Realtors® in the industry to find ways to be found on the search engines without using the pay-per-click strategy. Many companies out there will say they can get you to rank on the first page of the search engines, but I will share with you three critical components to a successful search engine optimization strategy and how they must work together to create results.

1. On-page optimization (aka targeted/focused Web site content to support the target with proper coding for every page) – Many agents think they can just add a bunch of Meta tags and one general description for their entire site and that should suffice. However, for search engines to index your site in their system and be attracted to your site, your home page content must be focused on a specific niche/target market. Take for example, www.MarcoRealtySource.com. The navigation itself shows the consumer that they have come to the right place to get Marco Island Real Estate information. In addition, there is home page content for the search engines to recognize and index. There are also pages that focus on specific Marco Island Real Estate markets such as condominiums, beachfront properties, new construction and luxury properties. Each property type described has its own content page with its own specific coding to go after that market. This way, the focus is not just to rank on the front page for Marco Island Real Estate, but also for Alan and Linda Sandlin to go after niche markets like beachfront properties.
2. Off-page Optimization (aka link building strategy) – As early as two years ago, agents thought they could ask other agents, “Will you link to me and I will link to you?” Although this way used to get rankings, search engines have evolved in a more sophisticated manner so that the importance is to have INBOUND links coming to your site. Strategies like press releases can help RSS feeds syndicate your press release and create links to your site. Additional links like churches, chamber of commerce sites and industry directories can build this strategy. Also, link building every month is the secret, as to not spam them all at one time.
3. Blogging – There is a huge “buzz” out there to blog. However, if you want to get the best ROI, then your blog should exist within your actual website platform. Think of your Web site as a book of information, and the more credible and updated the book, the better. Search engines will recognize that your site is staying fresh and is a “living, breathing source.” It doesn’t have to be difficult. Even adding a new listing, an open house or just a community event can be powerful.

Finally, these three components must work in conjunction together. It’s a system of all these elements. The search engines will then say “Wow, what a great site.” It’s 1) focusing on the needs of the consumer with great and unique content; 2) is credible in the industry because other relevant sources want to link to it; and 3) is constantly being added to and improved for consumers.”