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7 Steps for Improving Your Local Market SEO Ranking

Looking for better visibility for buyers and sellers in your area? Make sure your bases are covered.

7 Steps for Improving Your Local Market SEO Ranking

When you're looking for a new restaurant or a local service provider, what is your first step? If you're like the vast majority of people, you begin your search online. The same thing is true for buyers and sellers in your local market who are looking for help with real estate. That's why real estate website SEO (Search Engine Optimization) is essential for keeping you top of mind in your local market.

How do you make sure your online content stands out from the crowd? There are a variety of strategies that real estate digital marketing companies use to help ensure you are front and center in online searches.

Your Real Estate Digital Marketing and SEO Guide

Building your online presence requires time, patience, and consistency -- and a great digital marketing strategy. Here you'll find the building blocks of successful SEO. It's not about shortcuts -- it's about quality content at every point of contact with your potential client.

  • 1. An SEO Optimized Website

    The most beautifully designed website won't get you the rankings you want if it's not optimized for SEO. That means knowing the keywords people are searching for and ensuring that the content on the website is optimized for those search terms, both on the front and back ends.

    A robust website should include enough content to help Google's algorithm recognize you as an expert. While expertise can't always be measured in word count, higher-count pages often do well in the rankings. Make sure your website is answering the questions and concerns your potential clients have about the home purchase or sale process.

  • 2. A Niche or Micro-market Strategy

    No matter who you're working with or how much time or money you spend, you're not going to rank for broad search terms like "real estate" or "New York City real estate." There's simply too much other content out there. However, by narrowing your market and your message, you can make your SEO far more effective and rank higher.

    Choose a particular market segment, like Military Families or Senior Adults, and gear your website and content toward them. Choose a specific neighborhood or subdivision where you'd like to focus your digital marketing efforts. Let your URL, webpage content, and other marketing elements focus on these less competitive "long-tail" keywords in order to rank higher in online searches.

  • 3. Consistent, Value-Added Content

    In order to climb in Google's algorithm -- and stay top-of-mind with potential clients -- you need to be producing and adding new content to your website on a consistent basis. Whether you choose to start a blog, create video content, or host a podcast, adding content regularly lets Google know that you are a leader in your field and in your market.

    Creating original content can be time-consuming -- and even a little intimidating. Try to incorporate it into your everyday activities. Wondering what to write about? Answer a question posed to you by a new client. Looking for a topic for your next video or podcast? Feature an interview with a local business leader or ask a civic leader for insights on zoning changes.

  • 4. The Trust Factor

    Establishing trust between you and your online fans and followers is an essential element in converting them into clients. Testimonials, statistics, online reviews -- all of these can help reassure potential clients that you have integrity and credibility.

    Feature testimonials from satisfied clients on your website and on your social media platforms. Seek out reviews on platforms like Google My Business, Facebook, and other sites. Create a brag board with the logos of publications or blogs where you've been featured to build your brand authority and raise your profile.

  • 5. Traffic Drivers

    "If you build it they will come" doesn't work for websites, so you need to drive traffic to your SEO optimized site. Compelling, professional social media content and management can continually capture the attention of people in your market and beyond, sending traffic to your website and helping you distribute links to your best content.

    If you currently use your CRM or an outside service to send email newsletters to your contact list or sphere of influence, share your best articles, updates, and website features there. Add your website link in your email signature and on flyers, business cards, and other promotional content.

  • 6. Engagement

    Want to draw attention to your website and your services? Get out there (online) and engage with people. Meet them on social media and in Q&A forums. Become a contributor to a local blog or neighborhood newsletter. Look for opportunities to connect with media figures or with influencers in your area to be featured on larger platforms.

    Remember, online communications is all about engagement. The more you connect with people, the more they want to know more about you and the service you offer. When you answer a question or make a thoughtful comment on someone's post, they're more likely to look at your profile and visit your website.

  • 7. Analytics

    Want to continue to improve your ranking and create more buzz around your real estate digital marketing initiatives? You need to visit and revisit your statistics. Understand who your audience is, where they're coming from, and what they're looking for. Know how long they are staying on each page and look for ways to keep them there longer.

    Your website shouldn't be a one-time effort. It should be a work in progress, responding to the changing market and answering the questions you're hearing on a daily basis from clients and potential clients. By studying your analytics and usage statistics, you can ensure that your website grows and evolves along with your business.

Looking for a digital marketing agency designed with real estate professionals in mind? Contact us to find out how our real estate marketing services can help you create a digital footprint you can be proud of -- one that gets the results you want.

Guides September 16, 2019
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