A real estate blog used correctly will drive lead generation and boost search engine ranking. If your blog isn’t doing that, something is off. One possible explanation is not using the right keywords.
The algorithms search engines use when indexing and ranking a website are always adjusting, but the emphasis on keywords remains consistent. Using the strategy chosen keywords for your real estate venture is essential to boost your page’s chances of a ranking high. How do you find the right ones?
Step 1: Brainstorming Keywords
Start your keyword identification with a master brainstorming session. Think of keywords as phrases. No one searches just “dog.” We search “Boykin Spaniels for sale” or “bouncing Boykin Spaniels” or “Boykin Spaniel breeders in Tennessee.”
What would your target audience search for that would find you? Often this begins with a “city” or “neighborhood” + “real estate,” like “Los Angeles real estate.” Perhaps your target market is more specific, like “Naples vacation home,” “Boston student housing,” or “Denver luxury homes.” List them all, good or bad.
Now consider: what topics will draw readers into your website? This is especially important for blogging. Make a second list of what your target audience might read: “Top 5 Neighborhoods in Philadelphia,” “Tips for Condo Living,” or “First-Time Homebuyer Advice.” You’ll want to research these, too, for content ideas. Imagine discovering “best schools in Atlanta” is a top search term for your area–write a blog listing the schools!
Step 2: Search for Keywords
Now it’s time to research for real estate related keywords. Google Keywords Planner is a free Adwords tool that allows you to search multiple keywords lists or find search volume data and trends. Start finding new keywords by entering your product or service, landing page, and product category. Google has a real estate category that gets as specific as you need it. Once you’ve chosen your categories, the tool will show you a list of keyword ideas based on average monthly searches and competition.
Step 3: Test your Real Estate Keywords
Use the search volume data and trends option. Enter your brainstormed keywords or upload a .CSV file. Apply targeting to focus your research as appropriate. Now the planner tool will show you the ranges for search volumes. The Keywords Planner shows the average monthly searches and the competition amongst that keyword.
Step 4: Deciding What Keywords to Use
If you see thousands of people are searching “Dallas real estate,” you know competition for that keyword is fierce. That doesn’t necessarily mean to never use it, but perhaps to sprinkle it in with medium or low competition keywords. On the other hand, if the keyword “house listings” receives only 10-100 monthly searches, it’s probably best not to focus on using that keyword for the best results. If the results show that 5000 users a month are searching a phrase, and competition is low, that could be a great keyword to incorporate into your blog.
Step 5: How to use Keywords in Your Blog
Just knowing what keywords you would like to use isn’t enough. You need to use them naturally and coherently. Writing “the top real estate agent in Dallas is John Doe, Dallas’ top real estate agent,” is click-baiting search engines. They are catching on. That said, there are some techniques you can use with keywords to add a little extra fire to your blog’s SEO. Try to use the keywords in your title. Write your first sentence, or if not, in your first paragraph. Depending on the blog’s length, use the keyword naturally 2-4 more times, but be warned! Never sacrifice quality content to throw in keywords. Readers can tell. If it makes sense, use keywords in the subheading. And of course, keywords should be programmed into the blog’s metadata.
Armed with these steps, get the wheels turning and start identifying the right keywords for your real estate blog!
Casey McKenna-Monroe is an avid rowing fan with a passion for content writing. She works with real estate agents to create blogs, ebooks, marketing materials, and more. Contact at firstname.lastname@example.org
Also published on Medium.