How to Research Keywords for Your Real Estate Website

How to Research Keywords for Your Real Estate Website

When it comes to writing content for your real estate website, you need to research what words and phrases are ideal client are searching for. If you’re unfamiliar with how to optimize a page for SEO, you’re more likely to sit down and just start writing.

While you may have some great information available, if the right words and phrases aren’t included, you’re unlikely to be found.

It can be challenging to know which keywords and phrases to focus your SEO efforts on, but lucky for you, there’s a lot of information and data available out there, and by following a structured approach, you’ll be able to find where to focus.

What are Keywords

Simply put, keywords are the words and phrases that are typed into a search engine, like Google or Bing. The search engines will scan and index sites that are most relevant to results for the search query. To properly add SEO marketing into your business plan, it’s important to understand what is being typed in so you can properly optimize your website for those search terms.

Keyword Research for Real Estate Websites

Formal keyword research is the opening piece in SEO; it tells you what people are typing in the search engines. The intent of keyword research tells you how search engines understand it, the frequency of the keyword searched, how relevant those terms are to your business objectives, and how competitive those terms will be to try to rank for.

Let’s review a simple example. As a real estate agent, you sell houses; you might think that the keyword house or home is something that you want to rank for. But after you’ve done a little keyword research, you’ll quickly realize you’ll need to be more specific.

Here’s why. Even though the word house or home gets typed into search engines with a very high frequency, it’s really not as relevant of a term. There are a number of reasons why someone may type in the word house or home; they might be looking for toys, information on the TV show House, or a store with one of those words in it, such has Home Goods.

Now, stop and think of all those people out there that are also trying to rank for the word house or home in the search engines. As you can see, this would be a very competitive phrase. Now consider a phrase like house for sale Frisco, TX. It might not be quite as competitive as just house or house for sale, but if you go even deeper, say home for sale Starwood, now you’ve mentioned a neighborhood within the city. 

Keywords like the ones mentioned above will very likely end up on your list of keywords to optimize for.

Planning Your Keywords

Now that you understand a bit more about keywords and keyword research let’s discuss planning.

By having an effective keyword research plan that is sound and structured, you will find discover the keywords to zero-in on within your website’s content.

A well-thought-out keyword research plan gives you the information that you need to make decisions about which keywords will provide you with the most exposure, allowing your website to be relevant and profitable.

How to Research Your Keywords

As a business owner and real estate agent, you’ll need to develop your own approach and process for researching and planning your keywords. Everyone is different and it’s important to find something that works for you.

But the most crucial thing to remember when planning and researching your keywords is to not think about you but think about your ideal client. Start the process by brainstorming and answering questions that your ideal client would be asking. Be as thorough as possible and list out as many keywords and phrases that you can think of from the client’s perspective.

Some examples may be…

>> Who is the best real estate agent in {City}

>> How much do I need for a down payment

>> Homes for sale in {City} under $250,000

By brainstorming and thinking from the perspective of your client, you’ll be forced to review all areas of your business.

As a real estate agent who works in the industry day in and day out, you’re most likely going to have a very different view of explaining the buying and selling process, but it all comes back to intent. You have to understand the intention of your customer base to develop a good list of keywords.

Once you have a list of ideas to get you started, I recommend using these tools to go deeper into how people are finding your site today and what you need to focus on to get more eyes on your content.

Sites I personally use include Google Search Console, Neil Patel’s SEO Analyzer, and Moz.

These tools offer suggestions around new target phrases based on your chosen keyword and help you understand exactly how people are searching for things on the live web.

After narrowing down your potential keywords, you’ll need to take a look at the search volume metrics to see how often those keywords and phrases are being searched each month. By reviewing the demand of the keywords, you’ll notice what the most commonly used phrases are and which ones aren’t used as often.

The more descriptive your keyword, the less likely it’s used regularly. These are known as long-tail keywords. The less descriptive your keyword, the more it is used through search engines. While long-tail keywords may not be searched as often, they can still prove to be incredibly useful.

Long-tail keywords let us go after a much larger amount of less competitive keywords that tend to be particularly relevant to our business objectives. While there’s not a lot of search volume on each term, they do offer some search value.

  • Home for Sale
  • Home for Sale Frisco TX
  • Home for Sale in Frisco TX under $300,000

When it comes to SEO optimization and keyword research, it’s important to remember that everyone searches differently, and you’ll find lots of data as you dig deeper. By being open-minded, shifting your thought process into the mind of your ideal client, and continuing to review your content, you’ll soon be able to craft a well-rounded website.

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