SEO: SEARCH FOR NEW MEANING
REAL ESTATE SEARCH AND CONTENT MARKETING
It’s about time to give SEO some new meaning. And I’d like to introduce it here and now.
As most of the readers of this blog may already know, SEO is an acronym for Search Engine Optimization. No big revelation here. But we would submit that SEO – truly optimized – has the ability to Send ‘Em Over. And that means getting the attention of prospective homebuyers through a systematic SEO strategy, providing them with relevant content and ultimately sending them to your company’s onsite sales office to sign on the dotted line.
As you read on, you’ll see why effective SEO is much more than just relevant keywords placed strategically on website pages. While it’s important to ensure your page at a bare minimum contains the keywords you want to rank for, it is unlikely that keyword placement by itself will have much of an influence on your page’s ranking potential. Your website needs great content. We define great content as information that answers a visitor’s relevant question. A top ranking for any search query means the search engine believes your content answers the question best.
MAKE GOOGLE YOUR BEST CUSTOMER AND OTHERS WILL FOLLOW
Google has become the world’s most effective search engine, because it has done the best job connecting potential customers with information they desire. This tech juggernaut is continually validating websites for the relevance and quality of information. Search engines like Google can’t read pages like humans can, so we incorporate structure and clues as to what our content means. This helps provide the relevance element of search engine optimization that matches queries to useful results. The company weighs what each website page promises and evaluates it. If you don’t meet website optimization standards, your ranking takes a big hit and potential visitors are crawling elsewhere.
Like Mother Nature, it’s hard to fool Google. The old “black hat” SEO strategy of loading up keywords or using lists of prepackaged links just doesn’t cut it anymore. Google is now able to gauge where visitors come from (i.e., establishing reliable links) how long they stay on and return to a site, how many pages of content there are and other validating factors. That’s why “Google it” has become as identifiable and memorable of a brand as “Kleenex.” That’s why people don’t “Yahoo it” or “Ask Jeeves.” So… if your SEO goal is to Send ‘Em Over, then keep on reading.
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THINK LIKE HOMEBUYERS AND THEY’LL FIND YOU IRRESTIBLE
When real estate developers and homebuilders want to implement an effective SEO strategy, they’ve got to think like potential homebuyers. That’s why localizing and being specific in keyword phrases has become so important to effective SEO. For example, people aren’t just looking for “homes in Boca Raton Florida;” they’re looking for “new semi custom modern homes near Boca Raton Florida.” Between meta descriptions, headlines and optimized on-page content, there is a direct correlation between your website’s “structured data” and SEO.
One of our clients, MasterCraft Builder Group, faced a pretty daunting challenge. MasterCraft builds semi-custom homes in new home communities where several national builders compete for homebuyers. We developed a content marketing and SEO strategy that separated them from the competition. We helped them launch and maintain a content marketing and branding strategy, using search engine optimization, social media, and PR, as well as Facebook Ads and traditional advertising. In fact: MasterCraft Builder Group saw a 171% increase in unique website visits per month and 30% increase in new home sales! Impressive…because we never lost sight of the fact that Google is their #1 customer.
WRITE WELL. RIGHT ON.
A lot of SEO sounds mechanical and calculated, as it should be. But keep in mind that the most-read copy is far from that. In fact, SEO experts and Google itself acknowledge that interesting, relevant well-written content will advance your cause much further than keyword-heavy babble. At Simply180, we encourage our professional writers to first make it good and second make it work for the search engines to produce to rank on the SERP’s (search engine results page). From the number of unique visitors MasterCraft drives to their website, shows that we practice what we preach!
YOU’LL FIND US AT YOUR SIDE
Simply180 is a full-service real estate marketing firm that helps real estate developers and homebuilders approach marketing and advertising from a simple but significant perspective. Our principals and team have been doing SEO strategy and implementation, as well as content marketing for nearly two decades. With strategists, technologists, programmers, app developers and creatives, we are geared up to handle every aspect of SEO and online marketing. We are also brand people who get how real estate brands must work on- and offline. Above all, what really excites us is getting measurable results for our clients.
WHAT’S NEXT? THE MEANINGFUL RELATIONSHIP OF SEO AND CONTENT MARKETING
As we’ve been saying, SEO is all about getting more visitors to come to your website during online searches. But that’s just half the battle. To truly win the battle of the mind, SEO requires content with great-perceived value. So stay tuned as we cover that topic in our next blog and continue the quest to “Bring Properties to People, and People to Properties.”