Organic search is one of the leading forms of traffic for the internet, and an extremely lucrative source for realtors. Organic search yields highly targeted viewers that will easily convert into customers. The trick is to know how to benefit from organic search and dominate your local area.
How Organic Search Benefits Realtors
When a customer is looking to buy a home what is the first thing they do. 90% of the time they are going to go to Google and type in “homes for sale in my area”. Wouldn’t it make sense for you to be the first source of information they find. When they see your brand, your name, your face, they are going to make an instant connection to you for what they are searching for and this is what you want. The next time they think real estate you want them to remember you. With organic search you can put yourself in front of hundreds of buyers who are looking for exactly what you have to offer!
How to Benefit From Search Engines
Like I said before, you want the customer to see you first, not your competitor. If you’re not on the first page of the search results your website is going to get nearly zero traffic, and your competition will get nearly all if they are on page one. The only way to ensure this doesn’t happen is to be number 1-3 in the results. So how do we do this? I’ll show you!
Search Engine Domination How-To
To dominate the search engines you have to own a majority of the property on page one. You basically want all your internet properties to be in the “good part of town”. So what internet properties do we use?
- Personal Website
- Social Media Pages
- YouTube Videos
- Other Profiles
By ranking multiple properties for your target keywords you can collect a majority of the traffic and gain the majority of exposure from organic search. So how do we do this?
Step 1: Optimization
Firstly, you’ll need to optimize each web property for your target keywords. If you want to rank for “homes for sale Dallas”, be sure to include the keyword in each web property. Each one will work differently, but as long as you optimize your text you should be good. Here’s a few tips for each platform
If your site is built with WordPress use YoastSEO to help you optimize, it will cut the guess work. If you don’t have Yoast you’ll just have to follow a few guidelines:
- Aim for over 300 words for your page. I recommend a minimum of 1,000
- Use your target keyword in the title. Do not stuff it or make it unreadable, it should be natural
- Use your keyword in H1,H2,H3 tags as you see fit. Again don’t over do it, less is more
- Add a relevant picture. DO NOT make the alt tags as your keyword, alt tags should describe the image. Ex: a picture of a home in Dallas with a pool, alt tags: Dallas home with pool
- Link OUT to a relevant authority site if possible. Google likes to see outbound links
If you follow this handful of guidelines your on page optimization should be sturdy enough to rank. On page is only one side of the equation with SEO, we’ll talk about the other side later.
Social Media Pages
Social media pages are a great way to get extra property on page one, and are a little easier to rank since they are made on authority sites. With the right optimization you can get to page 1 pretty quick. Here’s how:
- Fill out the description as much as possible. Use text that is relevant and add your target keywords. Don’t stuff!
- Add images of your business, homes, yourself. Be sure to add a description on these as well.
- Add your location, hours, and phone number if possible. You want your profile to be complete and useful
- Add a few posts with good pictures and plenty of text. Don’t go overboard with you keyword
This should be enough to have your social media optimized. Just like with your personal site, this will need a little bit of a boost to get it to page one, but I’ll get to that soon.
YouTube videos have to be one of my favorite ways to get targeted traffic and easy rankings. YT videos work best for long tail keywords, but you can also rank them for your target keywords with extra effort. I made a post about ranking YouTube videos that you can read here, or you can keep reading below.
- Video file name: Have your keyword as the file name. Ex: “keyword my area.wmv”
- Title – Make a clear title that includes your target keyword and makes sense. Tip: Add phone number in title
- Description: Use at LEAST 100 words and include your keywords in the first 2 sentences. Don’t go crazy!
- Tags: Try to incorporate your local area and keywords in your tags with as much variation as possible. Type the most relevant ones first. Mix between “keyword my area” and “keyword, area”
- Location: Add your video location in the advanced settings tab.
With that your YouTube video is fully optimized. I would test this method with low competition keywords first so you understand how it works before trying to do it for competitive keywords.
These are any profiles that you have on the internet. It could be a Yelp, a Directory Listing, or a profile on a realtor site. As long as it has your name, business name, phone number, and a link back to your site it is useful. We can optimize these like so:
- Have consistent Name, Address, and Phone for the profiles. This is super important
- Include as many links as you can. Website, Social Media, YouTube video
- Make a unique description for each one that uses as many words as possible
- Add photos/video if possible
By doing this you not only help all of your other properties rank, but you have more ways for people to find you online, which equals more traffic. Now we move on to the other side of optimization; link building.
Step 2: Link Building
So optimization is the first half of dominating the search engine, the second half is link building. Links from other websites count as votes that show Google your site is relevant and authoritative. We want to build as many RELEVANT and AUTHORITY links as possible, but keep in mind quality over quantity. So how do we do this?
- Publications in local and niche relevant news sites, directories, blogs, and websites
- Guest posts on niche/ industry relevant blogs
- Links in resource pages on other local business sites
- Links from social media pages and other profile pages (we talked about this earlier)
- Press release and article links (not highly recommended for beginners)
- Comment links (do not use keywords for anchor text, use brand or personal name)
- Local citations (Name, Address, Place) from sites like Yelp, Angies List, etc.
These are all good ways to build links to your personal site and other web properties, but there’s a few rules to keep in mind when doing so.
- Don’t OVER optimize anchor text. You don’t want each link to be your target keyword. Mix between your brand name, naked URL, your personal name, long tail keywords, and then your exact match keywords. Make it look as natural as possible and keep your exact match to a minimum.
- Don’t build too many too fast. Keep a natural rate when building links
- Don’t build too many links on the same site. 1 or 2 links from one site is more than enough
- Don’t build links from 1 type of site only, mix it up. A few directories, a few guest posts, a few profile links
TIP: A good way to get an idea of what links to build look at what your competitors are doing. Where do they have links at? How do they market their business online. This is a good start to getting results!
That about wraps it up for this post. If you liked the info be sure to let me know in the comments, and also ask me any questions if you have them. I hope you found this post useful!