Keyword Research in the Realm of Real Estate
Keywords are the words and phrases that people use in search engines when they go looking for the properties that your agency is offering.
Why keywords are important
If your website doesn’t have certain keywords, but your potential clients do use them in a search, once the algorithm gets to work, the search engine will disregard your website as being irrelevant: quite literally, without the right keywords on your website, the search engine can direct your potential clients to other agencies.
Conversely, if your website does have the keywords that your potential clients use, the search engines will not only recognize your website’s relevance to these keywords and show your website in the search results, but in doing so, they will also begin to rank your website higher in their results.
How to measure their value
‘High-volume Keywords’ are the ones that large numbers of people use when they make a search, while ‘Marquee Keywords’ are typically formed with a ‘big city/country + real estate/property’ formula. Naturally, these can create enormous amounts of organic traffic and it may seem obvious that these are the keywords to use in your website, but keywords can be misleading.
A keyword’s real value depends upon how it fits with your agency’s profile and what you can achieve with it.
The ‘Buying Keywords’, Volume and Higher Conversion Rates
On a search engine, ‘Low-volume Keywords’ are the ones that aren’t generating as much online traffic as the High-volume Keywords. But for your agency, some Low-volume Keywords may actually lead to higher conversion rates. To understand why, you have to consider what people are actually trying to achieve with their search:
People looking for information, may use keywords that are relevant to large subject areas and large geographical locations. Such keywords may be used by vast numbers of people, and may appear relevant to your business, but the bottom line for you is achieving more sales. Once you start seriously analyzing the keyword data, you may find that people who are genuinely looking to purchase property in your location, are using more focused keywords. Whatever the case, the keywords which stem from a genuine desire to purchase something are called the ‘Buying Keywords’ and they can be lower-volume.
Clearly then, Keyword Research must help you to:
– Understand user motivation behind a keyword.
– Identify a keyword’s relevance to your specific goals.
– Weigh up its real value for you and your agency.
The keywords that are used by people who will increase your sales, are more valuable to you in real terms.
Marquee and High-volume Keywords with High Relevance
If you do use Marquee and High-volume keywords, and they genuinely are relevant and vital to your business, then they can prove to be highly profitable. As long as your agency has the power to rank for such keywords, because such keywords may be ‘High Competition Keywords’. (This means they are commonly bid for, and used by, businesses looking to advertise on search engines.) If you’re going to ‘out gun’ the competition with these keywords, your agency needs to have more than just professional enthusiasm. You’ll need a budget and a dynamic SEO campaign to match it.
A Tale of Two Agencies: clarifying this a little more
Imagine two agencies who both start operating in a very big city. One agency is an established firm with a big reputation and a powerful budget. The other is a smaller, start-up agency. Although both are new to the same market, their agency profiles and budgets are vastly different.
-The big agency has a strategy to take on the established competition with Marquee Keywords such as “apartments for sale + city name”. These are high-competition keywords, (in a very big city), but the agency has the financial clout, the time and the SEO strategy to start ranking with these keywords.
-The smaller agency doesn’t have the budget to rank for the Marquee Keywords, but it can still rise in search engines and become very successful with a dynamic, but different strategic SEO campaign.
No matter the size of your agency, SEO professionals, analyzing keywords for your specific market, can really make the difference.
The Nuances of Keyword Research
SEO professionals love the challenge of Keyword Research. It requires technical skill, a curious mindset and an enthusiasm for understanding the market, the customers and the agency’s targets.
Typically, Keyword Research will involve the following:
– Identifying the ‘Buying Keywords’.
The keywords that should generate the most sales for your specific agency.
– Identifying the ‘Marquee Keywords’.
Depending on your market, these words may be well-known and obvious to all, but it’s not always the case.
– The Search for Low-competition Keywords.
Keywords that are relevant to you and your agency’s business, may not all have been used before. (Keep in mind those niche elements of geographical location, client base etc.)
Low-competition, relevant keywords, can prove to be very profitable.
– A Consideration of Keyword Business Fit.
How relevant is a keyword to a specific agency’s business? (Again, niche elements may be relevant here.)
– The Search for Possible Variations and Synonyms of Profitable Keywords.
Even though your potential clients may be looking for one specific thing, there are many ways to type that into a search. It’s important to find these variations and use them.
– An Appreciation of Keyword Search Volume.
The number of people who search for any specific keyword.
– An Analysis of Keyword Trends.
What is happening to a keyword? Is it becoming more popular or is it on the wane?
– A Head, Body and Long-tail Keyword Analysis.
This sounds technical, but it’s mainly to do with how ‘focused’ a keyword is, and the likelihood of its effectiveness in any given market.
Why do Keyword Research?
Keyword Research should be an essential part of your online business strategy.
Without Keyword Research, you may be missing out on attracting potential purchasers, while also finding it difficult to rank in search engines. In such a situation, you may lack clear ideas of how to react, other than paying for more ads.
With Keyword Research, you use the most valuable ‘buying keywords’ that fit with your agency and your aims. You push forward with your business strategy, fully aware that you’re using your website at its optimal. In addition, potential new strategies and new ways to compete may emerge, all assisting your rise within search engine rankings. Add in to this, with Keyword Research, via the words they type into search engines, it’s possible to see how potential clients might be thinking and in what direction the market is heading.