As expected from Financial Magazine, 2021 will be the time of commercial real estate boom. And e-commerce will strongly influence the real estate trend, especially small real estate service companies in Vietnam.
It is not too difficult to see the user's search habits before making a transactional decision in buying a house, buying land or just renting a small comfortable apartment.
In this situation, sellers or brokers who know real estate SEO secrets will become winners.
In the previous article, I explained quite well what SEO is. So what is real estate SEO? And how to implement real estate web SEO to stay ahead of this competitive field? I will guide you in the following article.
What is real estate SEO?
SEO, as you know, is optimizing a website so that it gets a high position on the SERP when users search for related queries.
For real estate SEO, too, is the activity of optimizing the website to increase the chances of reaching potential customers.
Try to put yourself in the shoes of the searcher and imagine you are looking to buy a new home. The first thing you will do is open Google right away and start with queries like buying a house in District 1.
And Google returns you loads of results. However, current users are only interested in the first 3 positions.
According to thestudy 2014 Google Organic CTR, 60% of clicks come from the first 3 positions.
However, the SERP landscape has changed a lot compared to before.
Ads, Feature Snippets, maps..., all have pushed results. organic fruit downwards. So even if the site can climb to #1, the visibility is still quite low.
Advertising, Google map is occupying the top position of search results
When so many businesses compete for the few remaining organic positions on the front page. Real estate SEO is becoming more and more difficult and fierce.
More than simply creating a website and posting content, if you want to rank for hot keywords in your field and get quality leads, you need to master real estate SEO tactics.
See also: 3 Real estate SEO strategies shared by SEO expert Ryan Stewart:
So how to implement real estate web SEO for a chance to become a winner?
7 Steps Real Estate Project SEO Can't Ignore
SEO processes are virtually no different. Depending on the field, there will be a few different "secrets" to rank the top more effectively.
And here are 7 "secrets" of real estate SEO services that cannot be missed for you!
Step 1. Focus on local keywords (Local Keyword)
Most users will search for keywords associated with the location they want to buy a home. For example, buying a house in District 1.
Even though your real estate company is spread across 64 provinces, when you start SEO website, you should focus on one main city, then gradually build a silo structure targeting the next areas. . Please optimize the website by keyword phrases such as:
[City] real estate
[City] houses for sale
[City] real estate brokers [City] real estate
sales
Example: [HCM] houses for sale , [HN] real estate…
These keywords can be spread across the landing pages on the website. For example, your website focuses on real estate in District 1. Then you should use keywords such as:Real estate
District 1sell
houseshouses in District 1
brokers in District 1
buy houses in District 1
live in District 1…
Try to combine these local keywords and insert them into the article to attract the most potential customers.
In addition, you should also turn the website into a reputable reference source by writing some useful tips.
For example, with the keyword "live in district 1", you can provide information about schools in the area, living standards, income, means of transportation ... and information that homebuyers are often interested in.
The more detailed and specific the keyword, the more you target the right target audience.
Step 2. Write a blog post
A real estate company often has contacts for hundreds of homes for sale, some of which are key properties.
To drive traffic to these key product pages, you need to know how to blog and how to effectively post real estate news. Each blog post should target a specific location that homebuyers often search on Google. So that place will become a keyword, appearing in:
Meta Description
Title Tag
Alt Image Tag Image
Name Article
content
About the content, the article should ensure at least 200 words, meeting the needs of searchers Search and build unique seo standard content for the website. And don't forget to list some of the unique features of that home.
So you will not have to worry about Duplicate Content (duplicate content).
When it comes to real estate SEO, Google also wants to see a general description of the house on the website. So you don't need to worry about being penalized for inserting such information into your product pages.
However, if you want to compete for local keyword rankings, then like I said, you need to invest the time to write your own blog with content that is highly differentiated from the competition out there.
Step 3. Take advantage of images and videos
Images and videos are important content components in the website. Especially in real estate SEO services.
Visual images of the project help you quickly increase the rate of closing the sale with your target
customers. Current users will be more interested and have a more intuitive view when watching a panoramic video of the new apartment they want to buy.
Besides the tour video format, you can also record the comments or feelings of previous customers about the apartment.
In terms of images, you can add contacts of existing houses, circumstances around the living area, interior of the house… Don't forget to ensure image SEO factors such as caption, alt text, file name… and contains the target keyword.
Step 4. Make your website mobile-friendly
60% of organic searches come from mobile devices.
That is the official statement of Google in 2016. For the real estate sector, this figure is 48%.
Organic searches from Mobile for real estate in 2016 accounted for 48% of all electronic devices
Google has also spoken about the Mobile-First Index update. This means that Google will review and index the mobile version first for both desktop and mobile.
This change has proved that the "giant" is increasingly interested in mobile devices. And realize more and more users have the need to search on this device.
Homebuyers often go to real estate brokerage sites to:property
Updateinformation
Sort homes
Compare prices
Compare propertiesreal estate agents
Search for listings of homes for sale
Contact
Read reviews
Learn to buy loans Mortgage
Watch new home video
The above data shows that everyone uses mobile as an essential tool. Therefore, it is not difficult to see the importance of mobile optimization in real estate web SEO.
Mobile-Friendly
Freetool Mobile-Friendly Test is used to test the friendliness of the website for the mobile version.
Mobile-Friendly Test helps you to check the friendliness of your website for the mobile version.
If you encounter problems or warnings like the picture above, please talk to the technical team for immediate handling.
PageSpeed Insights
The truth is that Google doesn't like slow websites and considers this an important ranking factor.
According to Google, a website with a page load speed of more than 3 seconds will lose 53% of its traffic because the user has exited before the page has finished loading.
Therefore, you should optimize the page loading speed by consulting the instructions from Google's PageSpeed Insights. This is a tool provided by Google, completely free, to help exploit the opportunity to speed up the page loading speed of the website.
Google's PageSpeed Insights helps exploit opportunities to speed up your website's page load.
Step 5. Sign up for real estate company directories The real estate company
directory page usually attracts a lot of traffic. So you should put your name on this list.
These types of sites are very popular, including:
Propzy
Cityhouseapartment
And other reputable websites such as: Real Estate, Real Estate, Real Estate Online ...
Step 6. Optimize your brand on the website
If you are a Real estate brokers work for agencies, this is the time when you should invest in optimizing your name into your own brand.
Users can search for your name on Google and you will have a good chance of appearing if it is well optimized. On your own about page, you need to add the full name to the title and Meta Description. There are many real estate SEO services that skip this paragraph. Remember to remind your SEO team!
In addition to your name, you should also pay attention to provide complete, detailed contact information and a link to your website or personal blog.
Step 7. Incorporating Social Media
Real estate is an area that needs many relationships. While Social Media is a great channel to build and maintain relationships with customers.
Doing SEO for real estate business, so active on social networks will be able to interact daily with customers via Facebook, Twitter, Google+, Pinterest, Instagram.
Social networking sites are also an opportunity for you to build a professional, healthy and trustworthy image.
Pinterest is a social networking platform that effectively supports real estate SEO
Not only that, you can also take advantage of these platforms to post pictures of your real estate projects and hashtags to quickly increase interaction such as: #batdongsan #danhsachnhaban …
And here are 7 notes when doing real estate seo services for you!
Real estate SEO services: 7 Notes to know
#1. Optimizing Google My Business
In SEO, the top 3 positions of Google are always a top priority.
When a customer searches for a real estate company with a location (for example, a real estate broker in Ho Chi Minh City), the results will return a map with many different Google My Business pages.
Local SEO with Google My Business
This section takes up ½ of the screen area and attracts users by important factors such as rating, review, Google map…
Google ranks up to 3 businesses for local search such as “environment” real estate world near me”, and give priority to businesses to fill in the necessary information accurately and completely.
Finally, you should use schema markup to tell Google the most important information. Google will recognize schema elements such as phone numbers and addresses and use this information to check that Google My Business information is correct.
#2. Citation Correct and Consistent
Citation is one of the local search ranking factors or local SEO.
You therefore need to regularly update your name, address, phone number, and website (NAP). This is also the first step that every business needs to do to improve its ranking on the map.
In addition, you must ensure that the information declared is 100% accurate and matches the NAP on the website. Google will use this important information to be able to verify its data warehouse.
#3. Using attractive titles
In SEO in general and real estate project SEO in particular, non-standard seo articles, poor quality content right from the title will reduce your sales significantly.
Title is the first element that users see before clicking on your article. Therefore, optimizing attractive titles, SEO standards is an effective way to increase clicks and attract more users.
So how to create an attractive article title, SEO standard? Apply the following formula:
Strongly engaging numbers/words (like free, newest, verified...) + adjective + keyword + commitment = headline.
For example, with the phrase "sell your house in 1 day", turn it into a headline like "Sold without effort in less than 24 hours"
Some other phrases to include:
Would you like to
reveal secrets? The Secret of the
Way […]not everyone knows
The Way that everyone wants to know…
#4. Focus on reviews
According to research by Search Engine Watch, 90% of consumers read a review before coming to a business and 72% of them act immediately after reading a positive review about a business.
Online reviews not only increase trust (directly impacting conversions) but also affect website rankings.
Therefore, review is a trick not to be missed when doing SEO for the real estate business. It helps your online real estate marketing campaign to differentiate and stand out from the competition companies out there.
Review is one of the SEO tips for real estate business that cannot be ignored.
If you are confident that your seo top google service makes customers satisfied, then ask them to review on Google, Facebook, Yelp and many other reputable real estate review sites.
Besides, when SEO real estate, do not ignore the testimonials section on the website.
These reviews often repeat the location, city with the customer's name, thereby helping Google verify your location more accurately and build the credibility of the website in the eyes of users.
#5. Add Schema Markup
Schema Markup is a code that declares to Google the format and meaning of components such as time, images, opening hours, reviews ...
For example, in the article you insert a list of house prices, room number, location…
When using Schema Markup, this table will become more friendly in the eyes of Google. From there there is a chance to show up as a Rich Snippet or an instant answer.
In real estate SEO, you need to declare two main things. The first is business information such as opening hours, how to contact and some other information.
The second is information about real estate, including:
Name (real estate address)
Selling price (3 billion)
Currency unit (VND)
#6. Longtail Keyword
Keywords are usually divided into 2 main categories: Head keyword & Longtail Keyword.
Head Keywords usually short, broad and extremely competitive as real estate or real estatebroker.
If you want to be at the top of these keywords, you have to beat other big, reputable websites in the industry. For businesses that do SEO themselves, this is almost impossible.
Traffic from Head Keyword only accounts for 18% of total searches and usually does not bring high conversions.
That is, users searching for these keywords have no intention of making a purchase. They are just looking for information, news, definitions, articles like Wikipedia or newspapers. They weren't looking for specific words like commercial real estate brokers in HCMC or hormone warehouses.
This is the playground for Longtail keyword.
70% of searches on Google are long tail keywords.
Especially, the longer the keyword, the higher the user's purchase intention. Thereby helping the website increase the conversion rate. Therefore, new, small businesses can increase their chances by focusing on long tail keywords.
#7. Create a sitemap and lead to Search Console
Sitemap is a file that declares all the pages, articles, videos and content you have on your website.
Then Google and other search engines will use the sitemap to determine which content is most important, thereby crawling the site more effectively.
You can create a sitemap using Screaming Frog, WordPress, Yoast, or a free online tool HERE.
After creating the sitemap, you submit this file to Google Search Console:
Create a sitemap and submit it to Google Search Console
9 Mistakes to avoid SEO real estate projects
As well as the 7 "secrets" mentioned above, here is a list of 9 things When doing SEO real estate projects should not be made, because these mistakes can affect the user experience, be ineffective in ranking top or lead to Google penalties.
Error 1. Keyword stuffing
Google is getting smarter, allowing the tool to understand synonyms as well as semantic relationships between words.
So it's no use trying to cram dozens of keywords into your article. Some things to AVOID when distributing keywords:
Inserting irrelevant keywords
Stuffing keywords too many times
Using black hat SEO like trying to hide keywords
Instead of using the above tricks and sooner or later it will be Google "touch the nape", it's best to add keywords into the appropriate context as naturally as possible.
Avoid Keyword Stuffing
Error 2. Use Link Lists or Categories
It's ideal if you can create a page with a long list of target keywords. Then link keywords to pages on the website. But that's not user content.
Instead, you should build a system of Internal Links that link throughout the website through Anchor Text pointing to related articles or certain pages on the website.
You can no longer create credibility and relevance in the form of Link Farm as before.
Using a directory of links pointing to your website to get a large number of backlinks used to be a popular SEO trick until Google directly penalized websites related to this problem such as reducing rankings or even de-indexing.
Error 3. Content "link sentence"
Have you ever encountered a situation: You go to a website containing dozens of links about restaurants A.
You click on one of the links with content like the best restaurant in tphcm. But soon you are redirected to another page that also contains a bunch of similar links.
Say no to the viewcontent
If the articlecontent your property carrying value to the user, any links on their websites must also navigate to these quality articles, nine cycles.
Don't let users go around looking for the information they need just for the sake of SEO links. Although this method can generate more clicks, if you analyze deeply into the factors of time-on-site, pages-per-section and Bounce Rate, the quality of your website will be evaluated very poorly.
Google measures user engagement with your content articles. And Google based on that to consider whether the article deserves to be on top or not. Therefore, clickbait is no longer suitable for real estate SEO, and will even adversely affect rankings.
Error 4. Buying and selling links
Never invest money to buy links to your content or receive money to link to other people's content.
If Google detects these suspicious behaviors, your website will be severely penalized. As I said, Google is getting smarter and smarter. And Google will be ready to take action against those who deliberately cheat the system.
Black hat SEO software and tricks are now outdated and completely not worth the risk.
The best and most sustainable way is that the article needs to be interesting, useful and provide reliable information to users. This is not only the foundation for a solid link building strategy, but also builds a reputable image for your brand.
Error 5. Duplicate Content
Another mistake in real estate SEO is not knowing how to post real estate effectively. Specifically, posting the same content on multiple pages on the website. This is also known as Duplicate Content.
Google once stated:
"If the majority of website content copies each other, we will conclude these are copies and we will try to help you choose a page to rank."
This means that for each content you can only rank once. You cannot duplicate, reoptimize, or hope to derive any new value from the same content.
Therefore, the effective way to post real estate news is that you should avoid posting 2 completely identical articles on the website to avoid SEO risks.
Mistake 6. Hire an unskilled copywriter
The reason is simple: no one understands the real estate market in the area like you do. Copywriters hired or outsourced outside can only research and briefly analyze your SEO area, market, and field and provide basic knowledge.
If your website is ranking quite well and you want to create new content, content in the form of a home buying and selling guide, then it is best to invest in hiring a professional Real Estate Content Marketing team to support.
But if you are optimizing to get to the top with content that is inclined to local search, an area that only you know, it is best to create the content yourself or assign it to members of the company.
Error 7. Not having good control over SEO when redesigning the website
When redesigning the entire website, you have to watch out in case the SEO power will be scattered. Changing all or part of a website can also affect SEO. Therefore, this needs to be analyzed carefully.
First, you have to create a new sitemap that navigates the incoming links. Second, you need 301 redirects to transfer the full power of old content to new content.
This also ensures that those who click on the old link from the previous website will be redirected to the corresponding new page.
301 redirect helps your website preserve the existing SEO value and avoid ranking loss. If not handled carefully, your website will appear many broken links. This will affect website rankings.
Error 8. Full-text
content Writing effective content marketing is not only writing to provide sales definitions, giving an overview of the housing market, but also ensuring other important factors such as image, video, graphic ...
Infographic is a powerful weapon to increase the amount of interaction for the website, while helping the content to be more informative and in-depth.
Infographic template of a real estate SEO project (source: bancong.com.vn)
You can also embed an introductory video and visit your real estate project directly.
Thus, users will "breathe" easier when reading your content. Moreover, it also keeps them on the page longer to discover more interesting content.
Mistake 9. Ignoring the real estate marketing plan
After all, SEO is just one part of a marketing strategy. The painful truth is that content often takes a long time to rank. On average, a page to rank #1 for a keyword needs to be 3 years old and only a quarter of the front page content is 1 year old.
However, think about it the other way, once you've reached the top of SEO, you have a chance to earn leads in the long run.
Since SEO is a long game, you shouldn't just focus on SEO. Instead, you also need to apply other tricks such as posting articles / landing pages of your website on social media, sharing those links in email marketing campaigns ... to increase brand awareness and increase traffic.
Conclusion
Making real estate SEO services today is becoming more and more difficult due to the fierce competition of the real estate brokerage market.
Therefore, in addition to mastering the method, you will even have to hire professional real estate SEO services or register for seo lessons at reputable real estate seo training centers to increase opportunities and reduce risks for businesses.
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