If you have been adding content to your real estate website or blog for several months, it might be time to for a check up. It’s important to keep an eye on your rankings (where your site ranks on search engines), review your website analytics, and see if you’re still focusing on the keywords your target audience is searching for.
Certainly, keywords and search terms that include the cities you want to rank for are important, but there are niches within each real estate market that generally bring even greater value. Examples may be specific neighborhoods, credit challenged buyers, first-time homebuyers, empty nesters, or the special needs community.
The challenge becomes figuring out if your site is attracting the target audience you are aiming for and finding out if there are other phrases you should be focusing on. How do you determine if you are using the keyword phrases your target audience is using to search for information? In other words, how do you measure whether you are creating content your target audience wants to read about?
6 Tips To Analyze and Improve Your Real Estate Website
- Target Market – Let’s face it, most real estate agents are not creating focused content for their website or blog. Someone told them they should be blogging so they write about whatever they can think of that day. I can’t blame them. It makes a lot of sense at first glance. They want to knowledgable they are and provide great tips to win over their visitors. As a result, they write articles on how to clean a chimney, or why you need a home inspector. While this is definitely good information and has a place on any real estate website, it’s not what is going to generate traffic and subsequent leads from their website. Don’t fall into this trap. Instead, focus your efforts on creating content for your target market. If you want to generate leads for potential home buyers in the community of Falcon’s Creek, then write several pages of content for that one community. One post may cover recreation around Falcon’s Creek, another can cover shopping and dinning around Falcon’s Creek, while a third can cover the schools that Falcon’s Creek feeds into. While you’re at it, don’t forget to create a post that details living in Falcon’s Creek and include available homes for sale. The list can go on and on. The point is, there are hundreds of thousands of websites that discuss cleaning your chimney but how many websites go into great detail about a specific neighborhood? Not many… if any. Even the community’s dedicated website rarely has any information of value and you will find your website quickly rank on the first page of the search engines, if not in the first few spots.
- Demographics Research – Understanding the demographics of a particular city or area will help you tailor your content to ensure you are reaching the right audience. Don’t waste your time guessing on or else you may find yourself wasting your time. Consider using a resource like City-Data.com to research your target markets.
- Site Analytics Mining – If you haven’t installed Google Analytics on your real estate website or blog, that should be the first thing you do when you finish reading this article. You can sign up for a free Google Analytics account here. It’s important to explore the existing analytics data for your website to understand who is visiting your real estate website, what content they are interacting with, and what content they are not. Keep in mind who you are trying to attract to the site, and look at the analytics to see who you are actually bringing to the site. Explore the analytics to see the paths visitors are taking through the site, and make sure your call-to-actions are pulling your visitors to the appropriate landing pages and those visitors are actually becoming leads. If you see people bouncing (leaving your site) at higher percentages on certain pages, revisit those pages and try to improve on them to help reduce the bounce rate. If you want to learn more about call-to-actions, read my article on How To Create Call To Actions That Work.
- Social Listening – If you understand hashtags, you can easily research a set of keywords on social media to explore the conversation happening around those keywords. This can help you determine what kind of content to address and then share on those social media sites. Depending on your area, I would also check the conversations going on in Yelp! and see if there is anything worth covering around the niche markets you’re focusing on. Remember, you want people to see you as the authority on your niche markets.
- Competitive Analysis – Who are your top competitors online? I don’t mean Zillow or Realtor.com, I mean other agents who may be trying to focus on the same niche markets you are. Check out the keywords they are focusing as well as any available traffic reports for their site. If they are beating you, then consider focusing more on those keywords and phrases they are ranking for, and come up with more content around those terms that will help the search engines see your site as the new authority. You may decide to change your strategy to capitalize on other markets or niches that have little competition.
- Keyword Research – When you are analyzing your real estate website or blog, you should conduct a Keyword Search using Google’s Adword Keyword Tool. You will want to find 6 to 8 keyword phrases that best target your audience, and remember that you want to use some phrases that have high competition, some that have medium competition, and some that have low competition. This tool is free and will help you ensure you are focusing on keywords that actually get traffic.
I trust this information will help you as you continue to improve your real estate website rankings. Just remember, the tweaking of your website and blog are never done. It’s a continuous effort but one that pays huge dividends over time. Be patient as organic traffic takes time to build up but once it’s flowing, the leads are free.
Do you have any ideas on how to analyze and improve your website? What tools are you using to analyze or conduct your research? Please share your ideas with us. There’s always something new to learn.