What is SEO and how does it apply to my homebuilding business? It can be difficult to determine exactly what your new website needs in order to reach your audience of interested homebuyers. In digital marketing, the word SEO is used frequently and it's often not entirely understood outside of the industry.
SEO is the shortened version of Search Engine Optimization. This is the term used to describe the factors required for your website to appear readily on search engines. When you optimize your homebuilding website in compliance with good SEO practices, it will make it easy for your prospective clients to find. Here's how to optimize your homebuilding website for SEO.
Top SEO Elements For Your Homebuilding Website
Optimize Your Content For SEO
Your content makes up the majority of your website. Content includes every written, visual or video asset you have online. Content is a very important factor in SEO and ranking status because it tells your users and search engines what your website is about.
There are a few techniques you can use to optimize your content for search engines. As you may know, search engines like Google do not read in the same way that humans do.
Google wants to help searchers find the most relevant information quickly, it does this by scanning keywords on your website. When an interested buyer searches keywords that match the keywords on your site, your site will appear in their search results because Google has determined that your page is a good match for the information that they search.
Google will crawl your entire website, but the important areas within the content that are significant for SEO are your page URL, titles, and headings on the site, meta descriptions, keywords, and images. In this post we will discuss each of these SEO aspects and how they apply to your homebuilding website.
Appeal To Your Target Audience: Use Keywords
Define A Clear URL
Each page of your website has a URL. You want your URL to appear as clean and easy to understand for your readers. Aas well as for Google.) When a URL is specific and to the point, it clearly displays your website name and any brief, additional page keyword information.
Messy URL: “housingcompany.5678234_78/8”
Clean URL: “housingcompany/houses-for-sale-vancouver"
Your URL should contain the name of your homebuilding company and the essential keywords for your specific site page. If your page is about a housing development in Vancouver for example, the URL should contain the name of your company, the name of the development and the location of the development. This type of URL format makes it easy for Google to read, as well as easy for searchers to understand.
If you do not create a custom URL for your site pages, your site will auto-generate URL addresses. These often appear messy and are difficult for users to understand. They often lack keywords and this makes it difficult for Google and other search engines to read as well. Never create two pages with the same URL, make sure that each is unique and specific to the page, just like an address.
Add Title Tags
When prospective clients are searching for your housing developments, they may not know specific terms like the name of your housing company. Clients that live locally may search specific terms, however, the large majority of interested buyers will begin by searching general phrases in Google.
Example of phases users search:
“Homes For Sale In Vancouver.” “Apartment Developments In Langley” “Custom Homes In Burnaby” “Vancouver Real Estate”
There will only be a small number of searchers that know the specific name of your company or development. There will be many more interested searchers who type phrases like “Homes For Sale In Vancouver.” when you include both the development name and the location in your headings and title, you are telling Google that your page has information relevant to both possible search methods. As a result, you will show up more frequently in searches as your title content indicates that your page is informative.
The headings and subheadings on your pages help Google, as well as your site visitors, understand what your page is about. When they search these general terms, your content will appear if it has the same keywords in the title. Just like in your page URL, specific keywords are important in the titles and sub-heading of your housing company page content.
Your heading should match the keywords that you use in your URL as well as your page title.
Write Captivating Meta Descriptions
You want to take every opportunity possible to catch your prospective client's attention in a sea of other real estate listings and housing developments.
Your meta description, although not an official ranking factor by Google, plays a very important role in your ability to grab your viewers attention.
In the search results displayed below, the meta descriptions are the grey text under the page title and the site URL. When a viewer is scrolling down a page of search results, they are quickly scanning the meta descriptions to find a page that stands out to them. Google helps your searchers along by highlighting their key search terms in the meta descriptions. In this case, the search was “Housing Developments In Vancouver.” Those keywords are highlighted in the meta description below:
This means that when you are publishing a page, you should take the time to edit the meta descriptions. Write a captivating preview of what your page is about. It's a good idea to incorporate the keywords that you used in your page URL and your title as well.
Optimize Your Images For The Web
Your home building company is likely to have many images and visual content of your homes and developments. Images are an excellent resource for your website and when they are properly optimized for SEO, they can be a great way to gain visibility and rankings on search engines.
- Use Alt text that is relevant to your images
- Name your images differently using keywords specific to the image content
- Write an image description wherever it's relevant
- Ensure your images are properly condensed (Large images can slow your housing website down)
Competitor Analysis and Link Building
A major factor in SEO ranking is the number of links that point to your website. Google and other search engines place a high value on content. When your content is credible and helpful to others, businesses and other websites will link to your content. Google takes these links or “backlinks” as they're called in SEO, and uses them to determine the credibility of your website. If you have several different, credible and related websites linking to your pages, Google will deem your site as helpful and important.
A great way to determine your backlink profile is by performing an SEO audit. It's also important to understand how your homebuilding company ranks when it's compared to your top competitors. If you have a company that is competing closely with you for rankings on Google search results, chances are, they're one of your competitors.
Eventually, you may want to rank above your competitors. In order to do this, you must first assess your competitor's websites. You can perform a competitive link analysis in order to gauge the level of authority your competitor's website maintains. A link audit helps you understand what companies and websites your competitors are associated with.
Contact A Digital Marketing Agency
Many developments and housing companies hire an external digital marketing team to help organize and implement an effective SEO strategy. If you are looking to optimize your website for prospective clients, a digital marketing company could be beneficial in helping you achieve these goals.
It also gives you time to focus on your homebuilding business! ElementIQ is a full-service digital marketing agency located in Vancouver, BC. They have worked with housing companies as well as developers to help create a clear brand image and increase visibility for home builders.