3 steps for real estate professionals to dominate local search

It doesn’t make much sense for someone to type in the word “real estate professional” or “REALTOR” and find your website or blog in the search results. If they’re in Dustytown, Australia and you’re in Wausau, Wisconsin, there’s not much you can do to help them.

So you need a plan to focus your search engine optimization on only your most likely prospects. So where do you start?

STEP 1: FIGURE OUT WHAT YOUR TARGET MARKET IS LOOKING FOR

Well, you first need to start by figuring out who your most likely prospects are. Are they people moving into town from out of town? Are they people buying or selling within town? Do you have an even more focused niche than that? (Hopefully you do).

Each of these groups is looking for something different.

If your target market is military families who are moving to Wausau, Wisconsin from elsewhere to work on the ultra-secret military base then they are searching the web for very different terms than if your target market is soccer moms and dads who are looking to sell their first home and upgrade because they have baby #3 on the way.

Figure out what your target market is looking for and the types of words they are using to search online.

STEP 2: GET THE SEARCH TERMS

Head over to Google’s Keyword Tool and type in some of those words into Google’s keyword search. In the example below, you see I’ve done that with the fairly generic term “Homes for sale Wausau Wisconsin”…

By the way: The key here is to combine an action verb — “buy home”, “sell home”, “list home”, “find home” — with a location — in this case “Wausau Wisconsin”. Don’t forget to try mixing words like “buy house” instead of “buy home” and also try the short form of your state instead of the full name (or, drop the state altogether and see what the results are).

When you click the Search button you get the result of your search…

And just below that, you get a big list of ideas that are similar to the terms you’ve written…

This list is useful because it shows you related keywords that people are searching for that you might be able to use.

Find a few that you want to focus on — somewhere between 3 and 6 keywords. If you help people buy AND list homes then consider focusing on 3 buying-specific keywords and 3 listing-specific keywords.

STEP 3: USE THOSE SEARCH TERMS EVERYWHERE

You’ve found the terms that your clients are looking for. Now it’s time to use those search terms everywhere. Use them in the following places:

  • In your website domain name
  • In your website title and subtitle
  • In the title of your blog posts and web pages
  • In your article marketing (in the title of the article and in the text)
  • In your press releases
  • In the title of your ebooks
  • In the title of your print book
  • As the name of your ezine
  • In the title of your Storify locally-focused stories
  • In your Twitter description
  • … and anywhere else that you put online and offline

Mix and match them. Pepper them throughout your work. “Own” the words by making your brand synonymous with those words.

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