No matter what type of real estate business you’re part of, you need a steady influx of website traffic and leads. Without them, you’d have to fight tooth and nail to buy or sell enough properties to stay afloat. Do you see the importance of traffic and lead generation? Even if so, you may be at a loss as to how to tackle this task, in which case, it’s time to look into search engine optimization (SEO).
As you may know, SEO is a process by which you can make your website more visible in search results, thus resulting in more website traffic. Yet, many of the techniques that optimize for search optimize for readers too, giving your lead generation efforts a boost. Consider 8 things you can do in the way of search engine optimization to get more site traffic and more motivated real estate leads.
4 Ways to Drive Website Traffic
Here are 4 clever ways to draw more traffic to your website.
1. Begin Acquiring High-Quality Backlinks
Backlinks are one of many factors that can have an impact on rankings and visibility in search. During indexing, web crawlers view them as an indication of the quality of a website. Why so? Backlinks are like votes of confidence from other sites. When those websites are credible themselves, search engines can safely conclude that your site is also credible. When you accumulate many backlinks from authoritative sources, the credibility of your own site increases, often giving it a boost in search results.
The opposite is also true so it’s imperative that you acquire links from trusted, relevant sites. How can you do that? Regularly producing high-value content is one way. You may even choose to do some outreach, asking relevant real estate websites to share and link back to your content. You may also offer to guest post on such sites in exchange for backlinks. All of the above can send more traffic to your site, where you can then work on converting that traffic to leads.
2. Be Location-Specific
Whatever your goals, emphasizing location should be a part of your plans. This could take on several different forms. For instance, to be discovered more often locally, it would be wise to create and optimize directory listings for your business, as well as to add a location page to your website.
Related: Main On-Page Trends in SEO in 2019
On the other hand, to emphasize your service areas, you might target location-specific keywords in your content. For example, if you’re a real estate agent in Tennessee, you might use the keyword “homes for sale in Knoxville, TN,” which has the potential to attract individuals looking to buy homes in that area.
In other words, local SEO for real estate draws local potential clients to your business.
3. Target Your Competitors’ Keywords
Which of your competitors share the same target market as you? Would you like to outrank them in search results, thus directing more traffic to your site? Of course! To do this, you’ll need a tool like SpyFu, which will show you the terms your direct competitors are using and ranking for. With that knowledge, you can then determine which keywords you should target.
To choose the right terms there are a number of things you must consider. These include difficulty scores, what you’re currently ranking for, and whether certain terms are aligned with your goals and offerings. Choose wisely and you can successfully drive traffic.
4. Mark Up Your Content With Microdata
While not mandatory, Schema microdata gives search engines context, helping them to better understand a site during indexing. Such additional context can ensure that your site is shown only in the most relevant search results. That in itself can lead to more traffic. However, getting rich and featured snippets through schema markup can also boost click-through rates.
Consider rich snippets, for example. In search results, they appear below the page title and URL. They can consist of various types of information including prices, availability, and more. How can you use such snippets to your advantage? Suppose that many happy clients have reviewed your business online and, as a result, you have an excellent average star rating. With schema markup, you can get this outstanding rating displayed for all to see in search results. Then, when individuals are looking for the type of real estate services you offer, they’ll be more inclined to click onto your site.
As you may know, Schema is a form of HTML. If you don’t have a strong foundation in coding or just don’t have the time to do it manually, you may choose to use a schema markup generator.
For example, Data Highlighter, found in Google Search Console, basically does the work for you. If you’d like to save time, this may be the way to go!
4 Methods For Generating More Real Estate Leads
More traffic is a good thing but, ideally, you want as many site visitors as possible to become leads. Consider 4 ways you can make this happen through further optimization.
1. Prioritize Site Responsiveness and Speed
Since more than 50% of mobile traffic now originates from mobile devices, site responsiveness is more important than ever. At this point, it’s basically a toss-up. There’s almost an equal chance of each site visitor site using either desktop or a smaller mobile device. How you respond to that reality can directly and significantly impact your conversions.
It’s imperative that no matter what device a person is using when they click onto your site, you provide a comfortable browsing experience. Failure to do so is the equivalent of allowing precious real estate leads to slip through your fingers.
The same danger exists if your real estate website is slow. The longer it takes the pages on your site to load, the higher your bounce rate. In reality, most people are only willing to wait mere seconds for a page to load. In fact, recent research reveals that the probability of bounce skyrockets to 90% within the span of just 4 seconds. Surely, you can see why speed is so important. But how can you speed your site up?
Among other things, you can:
- Opt for better hosting
- Compress files for faster loading
- Cut down on server response time, perhaps by switching to a faster DNS provider
2. Target Long-Tail Keywords
Long-tail keywords are longer and typically more specific than shorter, more common search terms. As a result, they often have a lower search volume, leading some to believe that they’re not worth targeting. They couldn’t be more wrong! Let’s illustrate.
As you can imagine, a term like “sell my house” probably has a high search volume. Ranking for that term could get a home buying company in front of many eyes online. However, there’s generally stiff competition for such commonly used search terms, which can make it tough to rank for them.
Alternatively, a long-tail phrase such as “sell a house with water damage,” while it might be less common, has its benefits in SEO for real estate. If your business is buying damaged houses, this may be a good term to target, especially if you’re in a position to outrank the competition. Successfully ranking for this term would attract the portion of your target audience most likely to convert and become leads. This is a key benefit of long-tail keywords that you shouldn’t take for granted. Your website content, as well as any fresh content you produce (e.g. blog posts), should include such terms.
3. Enhance Your Internal Link Structure
Of course, a robust link structure makes for a smoother indexing process and can drive traffic as a result. But what does it have to do with getting leads? Linking to other relevant pages of your site accomplishes two important things.
One, it keeps people on-site longer where they inevitably engage more and, two, it enables you to provide more value, which can motivate potential leads to convert. This is true especially if you produce educational content for potential leads who are unfamiliar with the nuances of the real estate industry. By educating them, you build trust, credibility, and authority, all of which can lead to more conversions.
4. Gate Enticing Content
By gating your helpful and informative content, you can make it even more enticing. If you successfully whet reader’s appetites for what they’ll enjoy if they submit contact info (e.g. an email address), you can generate many new leads. Then, with that contact info, you can keep in touch and nurture their interest.
Generate More Traffic and Leads With SEO
As mentioned at the outset, both traffic and lead generation are vital practices. Not only will they make our job a whole lot easier, but they can contribute directly to the longevity of your real estate business in this digital age. Needless to say, now is the time to prioritize optimization so that you can boost your traffic and, even better, convert site visitors into leads.