Category Archives for "seo for agents"
On Page SEO Basics for Real Estate Agents
Search engine optimization for your blog articles and your pages on your website is not difficult. It sounds scary and complicated to many real estate agents. When you break it down into smaller bite size pieces, it becomes manageable.
Here is a graphic that I created to show you visually the basic concepts on the items that need to get done when you write a blog post or create a page on your real estate website. This includes your listing pages. Don't just allow syndicators to take the SEO value from your listings. With a few simple steps you can optimize your listings.
Content that people like to link to is the most important factor. You also need to have content that people can link to. For instance, if you send all your traffic to your idx search page- that page most likely does not have great content to link to. Send the traffic instead to your individual listing pages where you have created some additional interesting content about your listing. This entices someone to link to your listing.
Understanding Keyword Research and How it Relates to Your Content
It is best if you can create a balance between doing your keyword research and actually blogging, adding value and content.
If you are very analytical person you might get really hung up trying to discover the exact and best keywords for you to develop your content. This can really hold you back. I like the saying”Good is good enough”.
While you should not start a website or blog blindly without any knowledge or thought into what your keywords would be and without any research into whether anyone is actually looking for keywords that you're blogging about, you shouldn't overthink it either.
I find that many business owners, agents and brokers who hire me to do keyword strategy sessions with them are on the wrong track as to which keywords they really should be writing with.
So for instance buyers will type into Google totally different keywords phrases than sellers will. Do you want buyers or do you want listings? That is the first decision to make.
The first thing that you need to decide is who you're going to be writing to. A lot of people start to randomly type into Google keyword tools different keywords just to see which ones are the most popular, the most searched, have the most traffic and the least competition.
You can buy all the different types of software that they are selling on the Internet to do keyword research with and even use Google's Adwords but none of that is can make a difference if you're speaking to the wrong audience because you're just going to get a high bounce rate.
Before you start any keyword research, the first order of business is to develop your avatar. This is the one thing that most people will not do. And even if they do they only scratch the surface. You really need to go deep with this. Successful marketing campaigns create avatars that are very specific down to even the way that their avatar looks, what they say, what they eat and drink. They put a face to their avatars by cutting out of picture they have found that is that look of their avatar in the demographic that they're going after.
In Listing Experts Academy we have two modules dedicated to working on your avatar. That is how important this process is for marketing online.
Engagement, transparency, authenticity and tuning into your avatar's frequencies is how you will connect with your target market.
Developing credibility and expertise in your niche is more important than keyword research. When you really get to know your avatar you will instinctively know what keywords they use when they type phrases in Google to find you.
Once these steps have been finished you want to make sure that your keywords have high commercial intent within your niche.
You don't need high-volume keywords if you have high commercial intent keywords. More on that in another blog post. For more information click to learn about Listing Experts Academy– including a set of 4 free tutorials to help you develop you get more listings.
Listing Experts Academy will be opening in mid-October.
Thanks for all the many emails and inquiries about this awesome academy where you will get the best practices along with tactical steps and strategies, how to's and systems that work in order for you to become the listing agent of choice in your niche market.
The case studies that are going on are absolutely exciting and already have amazing results!
Here is another example of one of our case studies. This is for a keyword term that sellers use to find agents to list their properties. I did mark it out on this particular screen shot.
We are testing and pushing the limits of what we can do with some other keyword phrases that can be sacrificed should something go wrong:).
In this screen shot you see that we have all 9 of 10 spaces on page one of Google.
But take note: Listing Experts Academy is not just about dominating at least 7 out of 10 spaces on page one on Google.
Listing Experts Academy – the first launch will be taught live by Katerina Gasset. We will be covering expired listings, listing presentations, networking for listings, direct mail and much much more.
We get a lot of requests for brokers and agents to “shadow” us in our business. But this is even better. Because you can implement each module right away and then we will also record all the trainings so you have access to them during the courses.
In case you have not signed up for Listing Experts Academy yet- do so right now- go here:
You will get my free 5 key strategies to getting listings when you sign up for the Listing Experts Academy notification emails and of course tips along the way.
Getting 9 out of 10 spots on Google results doesn't just feed the compititive spirit many of us have, but also more importantly helps you to dominate the listings in that specific market.
This does not mean you will get a ton of listings for a longtail keyword but what it means is that you have credibility because if you can do this for a keyword, imagine what you can do with a seller's property for sale! That is what you want to put into the seller's mind.
For some of these longtail keyword phrases, we may only get one listing a year but in our market, that is not a bad listing price anyhow. But some of the brokers I coach who dominate for at least 7 out of 10 spots on page one on a Google result page ( SERPS), get several listings a year from just one keyword phrase.
If you are following the case study updates with Corinne Guest- she has so far for one dominating page received 4 phone calls from sellers who need or want to list. That does not mean she is going to take all those listings. In fact, she turned down one that was ready to sign the listing agreement because he wants $100K more than what the market value of his house is.
Here is one of our results pages for a term that we get 2 to 3 listings each year from:
The side effect of doing page one domination is that it is fun and addicting:)!
Do you want to learn more about how you can achieve these same results? Get on the list to be notified of my Listing Experts Academy that is going to be launched in the middle of October. You will want to be on the email list because I will be giving some great content along the way to October about being the listing agent of choice in your market.
You will also get my 5 Key Strategies on getting listings.
Go to this website to sign up:
Corinne received 2 more seller calls from her seller specific websites.
Corinne Guest is a great case study for Listing Experts Academy:
Corinne is one of my private coaching clients. She set up a couple of websites designed for attracting listings. You never know for sure if you have a match- but in this case- she chose exactly the right keywords, exactly the right message and the right call to action.
She also made sure she did her homework to dominate 7 out of 10 spots on page one on Google!
That is a great accomplishment by itself. She actually dominates page one on Google with 9 out of 10 spots for the ONE KEYWORD PHRASE that gets her listings in her market!
What you get is the lead call from the seller. Then it is up to you to convert that call into a listing. Not all calls will convert to listings but that is not the job of your website. That part is up to you. Some people will be priced too high and won't listen to reason so you may choose to walk from taking the listing even though the seller is ready to list with you.
So far Corinne has received 3 phone calls from her new website that dominates the SERPS. She had converted one of those into a listing for sure. One of the other sellers also was ready to sign the listing but wanted too much for his house so Corinne is the one who chose not to go through with the listing. The third seller has not decided to put his home on the market yet but I am sure as wonderful and professional and articulate and attention to detail Corinne is, she will get the listing.
We will have an entire module on how to set this all up so that you can get these results like Corinne is getting. Disclaimer: Remember though, there are no real guarantees that you will get the same results as Corinne or Petra or any of the other brokers and agents that do get these results.
We are launching in Mid October- so be ready!
Make sure you are on the Listing Experts Academy mailing list by signing up here:
P.S. In case you missed the Realbird webinar where I give you a lot of great content for building your online marketing for sellers go here now to watch on YouTube:
Do You Know YOUR Best Keyword Phrase to get Listings?
This is just one of the many topics we will be covering in depth in Listing Experts Academy. This is called, “highest and best commercial intent keywords”.
You won’t be finding any SEO gurus defining or leveraging keywords with highest and best commercial intent.
But the one thing to remember with this ninja strategic move is that you MUST dominate page one on Google for this to work to your best benefit.
Check out what one of my coaching clients did- she totally dominates page one on google for a very specific keyword that she and I discovered as one with high commercial intent and value-
Not only does she dominate but her efforts are paying off! She just got a $850,000 horse farm listing because the seller found her for this keyword online!!!!
These strategies work!
Sign up for my Listing Experts Academy early bird notification list now and get my free 5 key strategies for Getting the Sellers To Call You to List!
Go here now:
Stay tuned for more updates on Listing Experts Academy. We are shooting for an early October launch date so make sure you keep up with our updates!!!
P.S. She dominated the SERPS by the end of June, she landed the listing by the end of July! You do the math:)
Google is Unleashing Penguin 2.0 Soon
The buzz all around the SEO forums and google webmasters forums is all about the anticipation of Google's actual announcement that they are rolling out a new update to their penguin update. It has been nearly a year since the last update to the algorithms so this has been expected.
Most of the time Google just makes updates and does not really announce that it is going to take place. However, this is supposed to be a big algorithm update, so big that Matt Cutts said you can you look at Penguin as 1.0 and the new update as Penguin 2.0.
There has been some movement in the SERPS already since the announcement so most people who are keeping an eye on their SEO are noticing the shifts.
Google did talk about a few things they wanted to work on in this update. It all remains to be seen for the most part.
What we do know is that Google has made a HUGE shift towards brands. That is why they took out patents related to detecting brands. The bad part for the real estate agent is that that means the big 4 took over most of the top spots you used to dominate for in the SERPS.
For hyper-local content this is not what the consumer, the searcher normally wants. When a searcher is looking deep for information on the hyper local level they are not interested in clicking on zillow or trulia. Those sites don't get to the real nitty and the gritty about lifestyle in specific neighborhoods and certainly don't have a voice that the searcher can relate to.
Google says they are trying to work in this update to be able to discover sites that are not as authoritative as far as pagerank goes but that are more what the searcher is looking for making the smaller site the authoritative voice for that brand. The brand equals the keywords. The keywords when used correctly signal to Google that they are that brand.
We hope to see some shift back to real estate agent and broker websites for the content that the searcher is looking for.
But we saw something very unnerving in several areas this past week where most SEO folks believe the algo shift and update have already started to take place:
1. We ranked for a keyword phrase for over 4 years now, totally dominate page one for this keyword holding 8 out of 10 spots. Two competitors each have one spot on this SERP. Suddenly, lo and behold, this past Monday- guess who showed up on page one? Yep, zillow. And they were given a spot without the keyword being in their title. The phrase match was not even in the description or the title tag. Google could only pull up a word here and there throughout a page that somehow they considered authoritative enough to rank on page one. This goes to our original theory that the fear is to make the big brands even stronger rather than the small companies have a shot at page one on the SERPS.
2. The next concerning SERP situation was Debbie Gartner's keywords that she uses. She owns a flooring store. She sells hardwood floors and carpet, etc. She has ranked for a cherry wood flooring for a long time. She dominates the SERPS for this keyword. Suddenly there was zillow when you do a search for looking for hardwood cherry flooring in her town which is in New York. Zillow was given a spot on page one of the serps for a listing of a home in Boca Raton Florida with hardwood flooring. Now, the obvious search is that someone is looking to remodel their home in New York and wants to put hardwood floors in their house so they do a search for hardwood flooring in their town so that they can find a store that sells the wood flooring and get the prices, etc. So either Google is too stupid in their algorithm to be able to figure that one out or they are so far bent in preferring the big brands over anyone including Debbie Gartner who sells flooring. And the listing from zillow was not optimized either for the keyword phrase!
3. The worst part came when Debbie posted about the flooring keyword on her google plus page. Google now assigns hashtags to your posts. You have the option to delete the hashtags that google puts there but most people don't know that. What really bothered me is that Google put the hashtag of zillow on Debbie's posting. Now, even if the algorithm could see that there was discussion about zillow why did Google choose that hashtag instead of the main topic hashtag which was hardwood flooring.
I am hoping that I am wrong, very wrong. I am hoping this new shift is back to the good quality content websites that agents and brokers have worked hard to offer good content to consumers serious about moving, selling and buying homes and properties in their respective areas.
But I am not holding my breath in light of what we have encountered over this past week.
I was quoted in RISMedia about the Trulia acquisition of Market Leader.
When the news of Trulia buying Market Leader surfaced last week I was doing my daily posting and networking on Facebook. I chimed in on some posts on Facebook about this news event. I posted on my Facebook page what I thought about this event.
Then I wrote a post about the acquisition and my take on the SEO factor and the big 4- you can read that post here: http://activerain.com/blogsview/3720156/trulia-buys-market-leader-what-does-this-mean-for-your-seo-
RISMedia wrote an article about the acquisition and used one of my comments from Facebook. This goes to show that you can be picked up in any of the social platforms these days.
When something newsworthy comes along and you add to that conversation you can get quoted or interviewed in regards to your opinion on the matter.
This is great exposure to your business and brings traffic to your blog and website.
You can read the RISMedia article here: http://rismedia.com/2013-05-08/trulia-to-acquire-market-leader-securities-litigation-firm-investigating-sale-for-shareholders/
What I am really grateful for is that RISMedia picked up and reported about who I was and what I do. This is a great way to add credibility to a business. “Katerina Gasset, owner and CEO of Coach Katerina a business consulting company” is how they credited me.
Not happy about this. I love Market Leader and train companies to efficiently use Market Leader. It is the best tool for CRM and lead funneling. So for Trulia who is one of the “big 4”, a top competitor of us small independent brokerages in SEO and in prices of PPC- this is very disheartening. I don't like providing funds to my online competitors. Trulia does not wish for an even playing field in the SERPS space and we who use SEO as our main source of lead generation have to work harder and spend more money to keep Trulia off page one for our “money terms”.
Whenever you are picked up by any news source make sure you print out a copy of the article, get the link to the article and create an article about the article that you can place in your media room on your website.