Keywords and LongTails in Real Estate Blogging

One of the first “concepts” I need for real estate agents generating leads online is understand is how “KeyWords” work for us… and against us. To understand “KeyWords” think about your brother – who needs to buy a home.  When he sits in front of the “Google Bar” what words is he going to put in to find a home?  Well, that might be determined by WHERE he’s looking for a home, right?

Let’s think about it this way… if someone puts “Car” into the Google Search Engine, they are likely to get results that include Ford, Mercedes, BMW even Chevys.  They are going to get GENERAL information about “Cars.” That is a “simple” sometimes called “Head” Keyword.  It’s a top line search term on a very broad topic… and would look like this: homes, houses, new homes, real estate.  As a point of reference, the term “New Homes get 1,500,000 hits on Google a MONTH.

“The competition is enormous and ranking for the “head” keywords is very difficult if not impossible for some small real estate professionals with little or no budget for marketing.”

If that person puts in “Ford Fiesta 2 door hatchback….” They are going to get a completely different response from Google.  That Ford Fiesta guy, for purposes of this explanation, is using “Buying Words.” These words, terms, etc. are usually 3 to 4 word terms separated by commas.  Sometimes these 3 and 4 word terms are referred to as “Long Tail Keywords.” So it would look like this: new homes California, CA new homes, CA homes for sale.  Again, as a point of reference, “New Homes California” gets 14,800 hits a month. “New Homes in San Diego” gets 6,600 hits a month.  If you live in a heavily populated city and your site is currently ranked #8, trying to increase that first page ranking to a #3 or #4 will require a lot of work over an extended period of time.

Knowing WHICH “Longtail Keywords” to concentrate your efforts on takes time, and guidance. In Texas, we have many new home builders who do not spend a large amount of time or effort on marketing their properties online… they are still stuck in the 1990s using brochures and print ads.  So it’s been pretty easy for me to rank HIGHER than the builder and their community in many places.

Also pay attention to the way people in your area speak. Do people in YOUR AREA “Move” or do they “Relocate.”  If they “Relocate” then use that term… if they MOVE, then use that one.  If you have no market for first time home buyers – don’t use that term!  But as a “whole” first time homebuyers (did you see that I used that as a 3 word AND a 4 word term?) are a big part of today’s market.

You need to know what part of the market you are trying to attract – and then start using those terms… liberally! People searching with long tail keywords (or “Buying Words”) are targeting a specific thing they are looking for, if your site ranks up towards the top you will see more traffic and if the site they come to is laid out properly you will see more leads. The Content on the site is important, and the headlines need to get their attention too… but mastering keywords is mission critical.

NEWSFLASH! Very few people sitting in California at that “Google Bar” are putting in your name to look for homes. The National Association of Realtors 2010 Buyer’s Profile says they are looking for HOMES before they are looking for a Realtor!  Is it important for your NAME to be found easily in a search?  Yes!  Because people don’t use Yellow Pages anymore (I”m #justsayin’)  But it’s MORE important for you to be found under “New Condos for Sale in San Diego” because one of those 240 searches a month might be your next buyer!

My suggestion is that you begin with 8 to 12 of these terms and once your are at the top for at least half of them – begin experimenting and expanding the list. They do not all need to be as “Hyper Local” as New Condos in San Diego – but some of them should be City, neighborhood and property type specific.

And here’s another tip… once you master Long Tail Keyword Searches, and figure out how to be found at the top of “your terms” push yourself a little bit. On your next listing appointment, ask the SELLER where they would expect to be found. “What terms would you expect to be found by?” should be a question we are all asking!  I might think the property should be tagged by the street, or the neighborhood… the seller might be looking for that property under “homes for sale in 92620.”  How are you going to meet their expectations, if you don’t know what they are?

If you have questions about your creating leads from your real estate blog, or how to get your Listing seen by more eyeballs – call Josh Harley, Fathom Realty, 214-228-0301. I”d love to help you, and learn more about what’s working in your market! Are you on Facebook and Twitter?  Let’s Connect!