Organically ranking well on search engines sometimes feels like a schoolyard pick: a mysterious algorithm of choices coming together to determine the best order. As search engines become smarter at analyzing content and tweak their methods, remaining a top-ranked page is not a guarantee. SEO strategies require constant tweaking, but certain techniques never go out of style. These search engine optimization best practices keep real estate professionals ranking at the top.
1. Mobile Optimization
For the first time this year, mobile edged over desktops as the primary Internet access device. Google announced Accelerated Mobile Pages (AMP) and made clear it will prioritize AMP pages in its search results. Prioritize your settings for mobile now. Either select a mobile responsive web design, ensure your website has a mobile-friendly user interface, or create a mobile version of your website (m.site.com). For an example of responsive mobile design pages, visit CCIM on your mobile device. Emphasizing mobile does not mean to neglect desktop search, but that mobile is a fundamental part of SEO strategy. The bottom line: websites that are mobile-friendly and have mobile-first indexing are gaining priority in search engine ranking.
2. Long tail keywords
Remember users are making very specific queries in search engines, referred to as long tail keywords. These specific phrases rank higher than a generic one or two-word keyword search. It’s the difference between “Commercial listings Detroit” and “industrial space for lease in downtown Detroit.” The web page optimized for the first example faces more competition for ranking than the second phrase. Use a keyword research tool to identify long tail keywords and implement them across your website to improve search engine ranking. Identifying long tail keywords is not a one-and-done process but should be repeated until you get the results you want.
3. Quality backlinking
Linking continues to be a reputable ranking factor. Besides in-linking, backlinking is a highly favored strategy to improve search engine ranking. The key is selecting a high domain authority site that is relevant to your real estate field. A CRE tech firm might consider a guest blogging on Real Estate Tech News, and or a CRE leader might gain an interview on a popular podcast. Other backlinks originate as shares on other blogs or use in content curation and email newsletters. Leverage offline relationships to explore quality backlinking opportunities.
4. Enhanced user experience
Web design is a critical ranking factor in search engine optimization. The fewer clicks a user requires to find the information they need on your website, the better. Consider putting all of your most important content on one page instead of across multiple pages. Google demoted tab content in 2015. For the best ranking, page titles should be clear and tagged. Focus on quick-loading content. Cut down on unneeded flashy gimmicks and text.
5. Optimized images
Every image on your website need an image alt tag attributes. Google and other search engines use these tags to see how the image relates to the text content around it. Plus, all tags help visually impaired people understand your page. All images need an optimized image title, alt tag, and any other relevant metadata. Even a screenshot needs a tag to describe it: “portfolio analysis screenshot,” or, “asset management home screen sample.” It’s a simple trick to better search results ranking.
6. Analyzing metrics
Commercial real estate web ranking is competitive. To stay on top requires understanding your data. The only way to improve online marketing is to see what pages and content users are interacting with the most and why they may be ignoring other pieces of content. Do visitors convert or do they bounce off the page? Do visitors take action by filling out a form or downloading your ebook? The best real estate websites audit their metrics on a regular basis. Knowing how visitors interact with your website is key to fine-tuning SEO strategies.
7. Refreshing Old Content
Revisit older content from time to time. Search engines reward professionals that regularly revamp their web pages. Identify old content that isn't performing the way you expected and try to improve it. Revise old data for more current data, try new keywords that reflect better long tail keywords, or modify the title pages. Add words, add images, update alt tags, just keep old content registering as new. Bonus: updated content is excellent for redistributing via social media platforms.
Understand search engine optimization is a constant practice. The best real estate content marketers schedule time to review web page metrics, revisit underperforming content, and tweak the strategy as necessary. Our Top 5 SEO tools can help improve website results ranking.