A List Or Set That Never Ends Is Called Math Real Estate SEO for Beginners

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Real Estate SEO for Beginners

The real estate world is going through a dramatic change and I don’t mean the current market upheavals caused by the shift from a seller’s market to a buyer’s market.

Regardless of the price level, there will always be buying and selling of homes. But the way people search for and find homes is in the midst of a dramatic shift. The Internet is the great equalizer but also the great differentiator.

People searching online are not aware of your achievements, everyone is the same at first. If your website doesn’t offer the design and services people appreciate, they won’t stick around long enough to discover it. This is where you can differentiate yourself.

But design and functionality are a secondary issue to the problem of how to find each other in the first place. Use the analogy of websites as online business cards. New business cards are deposited not at the top of the stack, but at the bottom. Customers are picking up business cards from the top of the stack. SEO or search engine optimization deals with efforts to move business cards higher up the stack so that customers can find your site through popular search engines.

So you have a new website. So basically, you’ve just printed your business cards, but no one knows how to find them. Or even more dramatic, you don’t even know if someone is collecting your business cards and you still don’t know if your business cards are in the big pile.

I would define SEO as the efforts to intentionally move the website to be placed higher on the results page in response to a search query on a number of search engines.

But there are thousands of search engines. Is true. But all but 3 are irrelevant to your optimization efforts. Google, Yahoo and MSN control approximately 98% of all Internet searches. Focus on the three big search engines and the rest will take care of itself.

What is there to optimize? The goal is to be found by people searching for the things you offer on your website. When people search, they do so verbatim by querying a search term or phrase. To optimize your site you first need to understand what keywords or key phrases you want to be found for. Since I am practicing real estate in Aspen, Colorado and the appropriate search term might be “Aspen Real Estate”.

Be sure to repeat keywords and phrases on your home page. Make the most important key phrase a title and write it in bold.

It is important to understand that search engines are automated computer systems programmed by humans to evaluate web content without human interference. This means that the search results are based on what is called a computer algorithm. It is basically a set of instructions for the computer on how to evaluate certain criteria and translate the results into a sequence of importance. First the most important website, then the least important website.

The art and science of SEO is trying to understand what search engines are looking for in a good site and then giving the search engine exactly that. Google’s search engine algorithm probably looks at hundreds of different criteria. It’s so complex that even Google engineers don’t know the whole picture. Well, you might say, how should any Googler not know what to do?

Basically knowing the most important fundamentals of what makes a good website. Google, for example, uses a proprietary mathematical concept they call “Page Rank” at the core of their systems. Links are seen as votes. The more links point to a website, the more important that website must be. The more important the website that votes for another website, the more weight the vote has.

So, try to get people to link to your website. It is important to know that website links that have the same theme as your website appear to be more important than website links that do not fit the theme. Links from other real estate related websites are more important to my website than links from websites promoting toys.

Search engines like content-rich websites. The more pages with useful content, the better. Blogging is a great way to accumulate great content on a topic over a period of time. This is all the more important as search engines and websites that have fresh content on a regular basis.

DMOZ.org is a human-compiled website directory. Please read their instructions carefully and submit your website to a relevant category. Yahoo and Google use this directory and it’s helpful to be listed.

Generate a sitemap and place the xml file on your web server. A sitemap is basically a long list containing all of your web pages in a format readable by the computer programs used by search engines to navigate the web. These programs are called “bots” or “spiders”. This will help search engines find all the pages on your website. Remember, the more web pages the search engine knows about, the better for you.

Search engines cannot read certain content. Graphical content is one of those things. If your site consists mostly of images, the search engine will not understand what your site is about and therefore will not offer it as a search result. Make sure your site is rich in text.

The real estate website can have pages for the different subdivisions of the area served. Write a property blog of the week. Incorporate a “Frequently Asked Questions” section. Write about yourself and give people a bio about you. Explain the buying and selling process. Provide sales statistics. The list goes on.

Get a program like “Advanced Web Ranking” to search the search engines for search results that contain your keywords. Optimization is fun when you start seeing results. But manually searching for your website in the search results is labor intensive and a good job for an automated program.

Read web forums and a couple of books on SEO once you get past the basics. The field is constantly evolving and we have tons more to learn.

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