Understanding Keywords

Keywords are the foundation of SEO. They are the words and phrases that potential clients type into search engines like Google when looking for properties or real estate services. By understanding how keywords work and how to choose the right ones, you can make sure your website appears in front of the right people at the right time.

Think of keywords as bridges connecting your expertise to those who need it. If you choose the right keywords, you build a strong, direct bridge. Choose poorly, and your potential clients might never find you.

Let's break down two key keyword types:

Long-tail vs. Short-tail Keywords:

• Short-tail keywords: These are broad, general terms with high search volume but also high competition.

  • Example: "real estate", "homes for sale"

• Long-tail keywords: These are longer, more specific phrases with lower search volume but less competition and higher conversion rates. They target a niche audience with a specific intent.

  • Example: "modern condos for sale downtown Chicago", "best realtor for first-time home buyers in Austin"

Which one should you focus on? While it might seem tempting to go for those short-tail keywords with high search volume, remember, long-tail keywords are your secret weapon. They attract more qualified leads who are closer to making a decision.

Buyer Intent Keywords:

Understanding what someone is truly looking for when they type a search query is crucial. That's where buyer intent comes in. Here's a breakdown:

• Informational: The searcher is looking for information.

  • Example: "average home price in Miami", "how to stage a house for sale"

• Navigational: The searcher is looking for a specific website or business.

  • Example: "[Your Name] realtor", "[Your Agency] website"

• Commercial Investigation: The searcher is comparing different options.

  • Example: "best real estate agencies in Denver", "Zillow vs. Realtor.com"

• Transactional: The searcher is ready to take action, like contacting an agent or scheduling a showing.

  • Example: "schedule a showing for [property address]", "contact realtor in [city]"

Focus on Transactional and Commercial Investigation Keywords: While all types of keywords have their place, prioritizing those with transactional and commercial investigation intent is key to attracting clients ready to buy or sell.

In a nutshell:

• Use a blend of both long-tail and short-tail keywords.

• Prioritize transactional and commercial investigation keywords.

• Keep the searcher's intent at the forefront of your keyword strategy.

By understanding the different types of keywords and how they relate to buyer intent, you can start building a targeted list that will help you attract more qualified leads and grow your real estate business.