Not only is inbound traffic important to your industry, but more specifically, search engine optimization (SEO) is vital to your real estate agency’s success. SEO helps you reach prospective buyers and sellers at the right moment and it can also improve your website’s ranking in search engines. And most importantly, it can be the difference between just running your businesses and being the most in-demand real estate agent in your town.
What is Real Estate SEO?
Search engine optimization, commonly abbreviated as SEO, refers to a collection of methods that are used to improve a website’s visibility in search engine results. In short, it means showing up in the search engines when people are looking for someone to help them buy or sell a property.
Put yourself in the customer’s shoes for a moment, and imagine you want to buy a new home. You’ve settled on where, and what kind of property — so, what are the first steps? If you’re like 44 percent of home buyers, the first thing you do is head straight to Google, open a new tab and start typing. Soon, you’ll be viewing a full list of search results, pulled based on your simple input.
The layout of the search engine results page (SERP) now lists ads, instant answers, and local map packs which all push down the once visible organic rankings – making it even harder to get noticed online for important search terms. And, because so many businesses are competing for the little organic real estate left on the SERP, SEO for brokers and agents has become brutally competitive space. It’s no longer good enough to create a website and publish content. Today, if you want to rank for important keywords that drive qualified leads, you need a proper realtor SEO strategy.
Without SEO, you could be missing out in ranking highly in SERPs or search engine results pages. When you use SEO, however, you are actively working to improve your website to appear at the top of search results.
What Are the Benefits of SEO for Real Estate Agents?
Marketing companies practice modern SEO that relies on Google-approved, “white hat” methods to improve a website’s ranking. These methods include the inclusion of targeted and relevant words or phrases, and keywords on a website. They also include creating content, building links, improving website speed and reducing bounce rate. Search engines rely on a variety of factors to determine how websites rank for any given keyword. By addressing all of these SEO factors on your website, you make your site much more likely to rank highly for the keywords that are most relevant to your business.
For example, if you want to rank for “realtor in oklahoma,” you can optimize your website for this term.
There are numerous benefits to utilizing SEO on your real estate agency website. Not only can it bring more traffic to your website, but it can increase the business you receive as an agent. Some prime examples of these benefits include:
- Traffic and Conversions: Website rankings alone won’t generate traffic to your real estate website, but high rankings certainly help. 64.5 percent of Internet users click on the first three results in a search engine listing, and only 30 percent click on anything after the third result. SEO is a reliable and affordable way to reach the top of search engine results and generate more clicks to your real estate website.
- Greater Brand Awareness: Because search engine users rarely go beyond the first page of results, most sites that aren’t at the top of the rankings don’t get a first glance, let alone a second. Since the main goal of SEO is to take your site to the top of search engine results, it’s also a terrific strategy for building brand awareness. If your website resides at the top of search engine listings, it will become more popular among searchers.
- Authority Impacts: Keywords aren’t the only thing that will land you a spot in top SERP. The quality of your website is just as important. Most users view the top results in a web search as the most authoritative and valuable, but it takes time and effort to build both. Search engine algorithms prefer sites with authoritative content that has been linked by other websites. This means that you need to work hard to develop articles, blog posts and other media that resonates with prospective home buyers. If you produce quality content, it can attract links from powerful websites, which can help both your authority and your traffic. Over time, your linked content will make you a voice of authority in real estate, which raises your rankings even higher.
- Higher ROI: SEO outperforms other marketing tactics in terms of click-through rates and conversions, so it’s typically much more profitable than other methods. As the number of people that turn to the web to search for a new home increases, SEO will continue to generate even more revenue for your agency.
The price tag of SEO depends on several factors, including the scope of the project, the services performed, the length of time the company works with you and the size of the agency. Some digital agencies charge by the hour, while others charge a monthly cost. In other words, depending on your SEO needs, could pay as little as $75 per hour for SEO or as much as $6,000 per month. At Bad Penny Factory, our proven SEO Subscription costs just $399 per month.