How You Can Benefit From SEO

• Increased Google™ and search engine positioning
• Increased leads from buyers and sellers
• Increased sales from your website
• Increased Exposure in your industry

 

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Optimize For The Right Keywords

Understanding search behavior is important in selecting the right keywords. The majority (64%) of searches are 2-4 related words. Extremely general or generic keywords are highly competitive and do not necessarily convert to leads as well as more specific keywords. Finding the balance between a broad highly searched phrase and one that will convert at a reasonable level is the goal. Generally, "Your City Real Estate" will be the keyword phrase that is highly searched with traffic that will convert.

(Example)
A real estate agent in Miami, FL would have a higher return on investment optimizing for "Miami Real Estate" than for "Real Estate" in general. While the term "Real Estate" may get more searches each month the keyword is so competitive that the effort to move up on that keyword would outweigh the return as many people searching "Real Estate" are not necessarily looking for Miami, FL.

URL and Title Tag

Once you have determined your targeted keyword phrase it is time to optimize the page. The URL and Title tag are two important factors (Specifically to Google's ranking algorithm) that really allow you to tell the search engines know what your page is about. The title tag should contain the keywords you are targeting and keep in mind this is also the title users will first see when your site shows up in the search results. For a a real estate agent in Miami targeting the phrase "Miami Real Estate" a good title tag is:

(Example)
<title>Miami Real Estate | Search all Miami FL Real Estate</title>

Metatags, Heading Tags and Content

Metatags
Similar to the title tag, description and keyword metatags are placed in the head of each page on your site. These description and keyword tags should be different for every page, some search engines penalize sites for redundant metatags. In recent years search engines like Google are relying less and less on these tags but other smaller search engines, MSN included, still place a lot of value in them.

(Example)
<meta name="description" content="Suppliers of quality office furniture and accessories at discount prices.">
<meta name="keywords" content="furniture, office, store, shop, retail, discount">

Heading Tags
Heading tags are specific tags throughout the content of your website, generally the titles of paragraphs or articles. It's a good idea to use your targeted keyword in these heading tags, search engines place an emphasis on the content in these headings. Use one <h1> tag per page with the most important keywords. Use other head tags (<h2>, <h3>, etc) to provide variations and support the main heading.

(Example)
<h1>Miami Real Estate</h1>
<h2>Miami FL Condos</h2>
<p> ... information about condos in Miami... </p>
<h2>Miami FL Waterfront Property</h2>
<p> ... information about Miami waterfront... </p>

Content
Make sure your site contains a fair amount of uniquely written content on the topic that you are optimizing for. The keyword phrase you are targeting must be used on the page throughout the content and the measure of this is known as Keyword Density (The number of times any keyword is repeated within a web page, expressed as a percentage of the total number of textual words on the page). Keep your visitors in mind that this content still needs to make sense and be helpful, but a 5-7% Keyword Density is common among highly ranking websites.

* Be careful not to put your content within images or flash. Search engines cannot read content embedded in images or flash and will assume your site has no content. Keep this in mind when working with your site designer.

 

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Link Building

Assuming the basics of SEO have been met, quality link building is the single most important factor for determining search engine results. With an emphasis on quality over quantity, the number of incoming links (Websites that have links to yours) will directly effect your results in the search engines.

(Google describes incoming links)
"Google interprets a link from page A to page B as a vote, by page A, for page B. But, Google looks at more than the sheer volume of votes, or links a page receives; it also analyzes the page that casts the vote. Votes cast by pages that are themselves "important" weigh more heavily and help to make other pages "important"."

Tips For Link Building
Anchor Text, the clickable text that is a link, is important to Google and other search engines in determining what your site is about and should be close to the keyword phrase you are targeting. It is good to have a variety of Anchor Texts linking into your site but the majority should be your specific targeted phrase.

(Example)
This is the Anchor Text - This is the link description.
For a website targeting the keyword "Miami Real Estate":
Miami Real Estate - Search all Miami FL Real Estate.