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Video: SEO Basics – Everything Your Real Estate Brand Needs to Know
SEO helps your website rank higher in search engine results pages. Here are the SEO basics to get your website performing better and in front of your target audience.
Highlights:
- SEO stands for search engine optimization — that much has stayed the same. It refers to techniques that help your website rank higher in search engine results pages.
- SEO works by optimizing a website’s pages, conducting keyword research, and earning inbound links.
- To rank well in the long term, build your SEO marketing strategy around topics, not keywords.
Video transcript:
I’m Jennifer Yim and today’s topic is SEO. SEO seems pretty straightforward. You pick a few keywords and your page is magically optimized for SEO, right? Not quite.
People seem to understand the basic principles of SEO, but a lot has changed in the last decade. Let’s take a look at the basics to get your site ranking higher.
What is SEO?
SEO stands for search engine optimization — that much has stayed the same. It refers to techniques that help your website rank higher in search engine results pages. This makes your website more visible to people who are looking for solutions that your brand, product, or service can provide by search engines like Google, Yahoo, and Bing.
What hasn’t stayed the same are the techniques we use to improve our rankings. This has everything to do with the search algorithms that these companies constantly change.
How does SEO work?
SEO works by optimizing a website’s pages, conducting keyword research, and earning inbound links. You can generally see results of SEO efforts once the webpage has been crawled and indexed by a search engine.
There are a ton of ways to improve the SEO of your site pages. Search engines look for elements including title tags, keywords, image tags, internal link structure, and inbound links.
Search engines also look at site structure and design, visitor behavior, and other external, off-site factors to determine how highly ranked your site should be in their results pages.
To rank well in the long term, build your SEO marketing strategy around topics, not keywords. If you do that, you’ll find you can naturally optimize for important keywords, anyway. Understanding your target audience and what interests them is key to attracting relevant visitors to your website through search engines.
For more tips on improving SEO and building your digital marketing strategy, visit us at froneticsrealestate.com.
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- The Role of Social Media in Luxury Real Estate Marketing
- 4 Real Estate Blogging Tools You Should be Using
- How to Use Guest Posting as Part of Your Content Strategy
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Why You Should Always Respond to User Reviews
A new study shows companies that respond to user reviews get better ratings overall.
It’s not really news to point out that buyers and renters are likely to consider online reviews when making decisions about properties. In fact, more than 80% of Americans seek a recommendation when making a purchase of any kind.
All this is great for real estate — when the reviews are good. But stay in business long enough, and a few bad reviews are inevitable.
So what do you do when reviews go bad?
A brand new study from Harvard Business Review (HBR) shows that businesses that respond to reviews get better ratings overall. This means that bad reviews don’t necessarily spell disaster — but they do mean that you should incorporate a response plan into your overall marketing strategy.
Replying to reviews is a important part of online reputation management, which is especially crucial in the real estate world, where companies live and die by their reputation.
How does responding to reviews improve your online reputation?
To examine this question, Assistant Professor of Marketing at University of Southern California Marshall School of Business Davide Proserpio and Assistant Professor of Marketing at Boston University Questrom School of Business Giorgos Zervas looked at tens of thousands of hotel reviews and responses from TripAdvisor.
What they found was that “when hotels start responding, they receive 12% more reviews and their ratings increase, on average, by 0.12 stars.” While 0.12 may not seem like a lot, in the scale of TripAdvisor’s 5 star system, where ratings are rounded to the nearest half star, it has a significant impact on customers’ perceptions.
Proserpio and Zervas found that “approximately one-third of the hotels we studied increased their rounded ratings by half a star or more within six months of their first management response.”
Why is it that the hotels started to get more and better reviews when management started responding?
The researchers examined every facet of the data to rule out other factors that would undermine causality, and found that, in fact, “improved ratings can be directly linked to management responses,” rather than improvements made to facilities or services.
To explain it, the researchers make the analogy of eating at your favorite restaurant, and your meal arrives late. You complain to your dinner companions, but when the manager checks in seconds later and asks how everything is, “for a moment, you consider complaining, but instead choose to avoid confrontation and focus on enjoying the rest of your meal.” Essentially, by humanizing your presence on review sites, you discourage potentially awkward online interactions.
The researchers conclude, “While negative reviews are unavoidable, our work shows that managers can actively participate in shaping their firms’ online reputations. By monitoring and responding to reviews, a manager can make sure that when negative reviews come in — as they inevitably will — they can respond constructively and maybe even raise their firm’s rating along the way.”
Related posts:
- Social Media Can Be a Strategic Weapon in Real Estate Marketing
- Using Online Virtual Tours to Sell and Lease Property
- Why You Should Benchmark Real Estate Marketing Against Competitive Properties
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4 SEO Tips to Improve Your Real Estate Website Ranking
Search engines are constantly changing, but these 4 SEO tips will ensure marketers can improve their real estate website ranking.
Highlights:
- Google’s primary focus is delivering the most accurate information to meet user’s searches.
- You should start thinking about the major themes of your content (your property!) and then build posts and website pages to support them.
- Reviews are an easy (and free!) way to help boost your real estate website ranking.
More and more marketers believe that SEO is dead. So much so that 210 people search “is SEO dead” every day. But we do not subscribe to this mentality.
93% of all online experiences begin with a search. And why shouldn’t they? The internet is full of useful information. So there’s no reason that your website shouldn’t be at the top of the search results. But as the enormous amount of content being published daily continues to grow, it has become harder and harder to rank on search engines.
Google’s algorithm to rank websites is constantly changing. And for good reason — people are changing, too. As the needs of users evolve, so does Google’s need to stay ahead of the curve. As the leading search engine in the world, Google’s primary focus is delivering the most accurate information to meet user’s searches.
So how do you improve real estate website ranking? In other words, how do you get your real estate website, and more importantly, your properties, to the top of the search results page? How do you deliver accurate, informative content that Google deems worthy? Here are four tips to help boost your SEO ranking.
4 SEO tips to improve your real estate website ranking
1. Keyword research
People are now searching with a phrase or question rather than a single term. In response, search engine development has focused on natural language processing — meaning search engines now analyze phrases as a whole rather than a single keyword. That essentially means they evaluate a site’s content regarding an entire topic rather than its use of a particular word in order to deliver the best answers to users’ queries.
To improve your SEO ranking, stop trying to rank for a small set of keywords. What’s important is broad visibility across a topic. You should start thinking about the major themes of your content (your property!) and then build posts and website pages to support them.
2. Optimize for mobile
In 2019, mobile traffic accounted for more than half of internet traffic, and that percentage is growing. Google reported that more searches take place on mobile devices than on desktops. In response to this trend, Google’s algorithms rank mobile-friendly web pages higher in search results than desktop pages.
93% of home buyers start their search online. And since we know mobile traffic is growing at a rapid pace, it’s imperative your website be optimized for mobile use. Some easy ways to optimize for mobile include:
- Utilize website design specific to mobile
- Make sure pages are high speed
- Minimize pop ups
- Don’t block CSS, JavaScript, or images
3. Review management
90% of consumers read reviews before contacting a business and 72% of consumers will take action only after reading a positive review. If you’re trying to gain exposure for your property, start by using the positive reviews of other residents and clients.
Late last year, Darren Shaw of Whitespark released the findings from his annual Google Local Rankings Survey. The survey found that reviews accounted for 15.44% of how Google ranks a local business.
Missing an abundance of reviews? Just ask! If clients have expressed their appreciation for your services, don’t be afraid to ask them for a positive review on Google. These reviews are an easy (and free!) way to help boost your real estate website ranking.
4. Video
We’ve been talking about the benefits of video for a while now. Having video on your landing page will robustly improve your SEO. Video increases conversion rates, improves bounce rates, and boosts overall time on sites.
Search engines use bounce rates to rank pages — a low bounce rate and high user retention rate are indicators of strong content and high relevance to your perspective buyers. Consequently, Google is strongly emphasizing these metrics in its ranking algorithm. Video keeps users on your site better than just about anything else and is therefore one of the most effective ways to boost SEO.
Need more tips to boost your real estate website ranking. We can help! In fact, we’d be happy to do it all for you.
Related posts:
- The Role of Social Media in Luxury Real Estate Marketing
- 4 Real Estate Blogging Tools You Should be Using
- Infographic: Statistics that Prove Why Your Real Estate Marketing Needs to Include a Blog
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5 TED Talks for Real Estate Marketers
Need a little inspiration? Check out our top 5 TED talks for real estate marketers.
The popularity of TED Talks seems to have increased recently. A decade ago, the lecture series focused on technology, education, and design wasn’t a household name. Today, the number of views totals well over 1 billion.
TED Talks can be inspiring and full of useful information from thought leaders in all aspects of the field. Here are 5 that we think real estate marketers should watch right now.
5 TED Talks for real estate marketers
Co-founder of Fundrise — an investment platform for creating a simple, low-cost way for anyone to access real estate — Ben Miller discusses the role technology will play in how people invest in real estate in the future. He offers his perspective, gleaned from 15 years in real estate and finance, in which he has acquired, developed, and financed more than $500 million in property.
You may have heard the phrase “The Golden Circle,” coined by Simon Sinek. It starts with the question “why?” and examines the emotional core of what makes employees and customers buy into a company. In his extremely popular TED Talk, Sinek discusses the connection between The Golden Circle, marketing, and consumer behavior — a must-watch for all content marketing professionals.
Prolific author and marketing guru Seth Godin offers his insights about creating remarkable stories. He posits the idea that when it comes to getting attention, bad or bizarre ideas are more successful than boring ones. Ultimately, he advocates for a tailored, specific message spread passionately to those who want to listen.
Gunnar Branson is the CEO of the National Association of Real Estate Investment Managers. His TED Talk applies Moore’s Law (which predicts that technology will get exponentially smaller as it advances) to real estate. He predicts that the physical space we live, work, and play in will transform in front of our eyes, and discusses how those changes will impact the real estate market.
This one is good for the soul! Author, scholar, and speaker Kio Stark says, “When you talk to strangers, you’re making beautiful interruptions into the expected narrative of your daily life — and theirs.” Her talk explores the benefits of pushing through discomfort with strangers, and embracing what can become profound moments of genuine connection. It’s an inspiring listen for real estate marketers, in a field that’s all about connecting and telling a story.
What TED Talks for real estate do you recommend?
Related posts:
- 10 Social Media Statistics for Real Estate Marketers 2018
- 4 Real Estate Marketing Trends 2018
- 10 Must-Follow Blogs for Real Estate Marketers
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Top Real Estate Marketing Posts 2018
Here are Fronetics Real Estate’s most-viewed real estate marketing posts from the last year.
2018 was a big year for Fronetics Real Estate. We celebrated our first birthday in September, marking one year since the launch. Despite our youth, FRE is born out of longstanding expertise in real estate marketing. Our team has been working with residential and commercial real estate clients for many years under our parent brand, Fronetics.
We aim to bring that same expertise to the readers of our blog at FRE. Below are our top viewed real estate marketing posts from this year.
1. 5 Luxury Real Estate Brands that Use Content Marketing to Sell Property
Content marketing and luxury real estate are a match made in heaven. This extremely powerful tool can attract visitors, convert them into leads, and convert leads to deals. That’s largely because real estate buyers — especially luxury real estate buyers — are more connected than ever before. Smart real estate brands understand this reality and are using it to their advantage through content marketing. Read more.
2. 4 Real Estate Marketing Trends 2018
Digital marketing platform Placester recently published the results of its 2018 Real Estate Marketing Survey. We pulled out the top 4 takeaways from the survey here. Interestingly, these real estate marketing trends align with those we are seeing with our clients as well. In general, real estate marketers are focused on leads: acquiring valid potential buyers and then turning them into sales. It makes sense, then, that many are turning to content marketing as a strategy, as it can be a highly effective lead-generation engine. Read more.
3. 7 Ways Content Marketing Helps Sell Luxury Real Estate
It’s no secret that, when it comes to driving luxury real estate sales, content marketing, like real estate marketing posts, works. According to Placester’s 2018 Real Estate Marketing Strategy Survey Report, 42.1% of real estate professionals surveyed plan to experiment with developing new types of content they haven’t tried. And a whopping 94.1% plan to focus on creating new and unique content for their websites. Here are 7 ways that content marketing can help you sell luxury real estate. Read more.
4. 10 Quick Ways to Grow Brand Awareness
If you’re building a new property, or just rebranding an old one with a bad reputation, you want to get the word out quickly about what your project is all about. It’s called brand awareness. To grow brand awareness requires a proactive approach. Some companies turn to traditional methods, such as billboards. But it’s important to think about your digital strategy, as well, since the vast majority of real estate research occurs online. Read more.
5. 4 Ways a Blog Can Help You Sell Real Estate
You might think that it seems silly to keep up a blog for your property or real estate company. Writing real estate marketing posts can be a significant time investment, and you may wonder who would even want to read your blog after all. But blogs do so much more for real estate than provide news and updates to a small community of interested parties. Read more.
6. Using Online Virtual Tours to Sell and Lease Property
As a real estate marketer, one of the most powerful tools at your disposal is the imagination of your potential buyers and renters. You’re most likely to sell them on your property when they can envision themselves in the space. The National Association of Realtors published a list of ways to dress up your virtual tours. We’re summarizing the key takeaways here. Read more.
7. Drive More Traffic and Generate More Leads with Your Real Estate Blog with our Editorial Calendar Template
Having a documented strategy is critical for content marketing success. An important extension of that idea is making sure your blog content is well-organized and aligns closely with your content strategy. We have created a blog editorial calendar template to help you organize and improve your real estate content marketing efforts. Read more.
8. Fronetics Real Estate Blog Named Top 60 Real Estate Marketing Blog
We are pleased to announce that Fronetics Real Estate’s blog was included on a list of the best real estate marketing blogs. Feedspot’s Top 60 Real Estate Marketing Blogs & Websites for Real Estate Marketers features a number of valuable media resources for the industry. Fronetics Real Estate is honored to be included — particularly since we’ve only been live for six months. Read more.
9. 5 TED Talks for Real Estate Marketers
The popularity of TED Talks seems to have increased recently. A decade ago, the lecture series focused on technology, education, and design wasn’t a household name. Today, the number of views total well over 1 billion. TED Talks can be inspiring and full of useful information from thought leaders in all aspects of the field. Here are 5 that we think real estate marketers should watch right now. Read more.
10. 10 Must-Follow Blogs for Real Estate Marketers
One of the most exciting aspects of real estate marketing is that there’s always something new to learn. As technologies constantly evolve, there is an ever-growing field of ideas being generated and discussed—and every real estate marketer should be a part of it! We’ve compiled this list, letting you in on 10 of our favorite blogs that we think you should be following, too. Read more.
Make sure you follow our blog in 2019 to for insights and tips on how content marketing can help you grow your real estate business by generating and capturing more leads.
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