SEO For Homebuilders

home in a hand

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:

 

seo for homebuilders

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.

How to do Keyword Research 101

After spending the last couple weeks doing keyword research for some of our clients, I’ve decided that now would be a good time to shed some light on how it’s done. Before we look into how its done, it is essential that we understand why it’s done.

“In order to rank for searches and be visible to potential customers, your website must be optimized”

If I had a dollar for every time someone said these words to me, I’d have enough money to make rent this month. However, it clearly doesn’t solve my SEO problems, neither will it answer your questions on Search Engine Optimization. Thus, I’m going to take special efforts to make it crystal clear for you.

To simplify, Keyword Research is the process of discovering key search terms that internet users may be using to search for products or services through the medium of a Search Engine. This is then followed by optimizing your website, to naturally contain these keywords in the text or other forms of content.

How To Do Keyword Research?

Understand The Nature of Your Business:

It goes without saying that knowing your business (or the one you’re handling marketing for) is one of the most important things in any aspect of marketing. If you don’t know your company’s values, products or services, it is a good idea to start off by getting your hands on a catalogue or a similar resource that lets you understand the business.

Once you understand the products or services that the business offers, you’ll be able to categorize the keywords according to product or service type and also be able to figure out which keywords are more relevant than others. Let’s say we have a small online store that sells two products- Bread and Butter. When we try to hunt for keywords to target, we can separate them into two sections (at least) by product type so that it is easier to implement optimization and also track keyword performance.

Focus on Your Buyer Persona:

Buyer personas play a huge roll in keyword searches. If you know the kind of customer you are trying to target, you’re already halfway there. The challenge really is to be able to think like the buyer of your product or service. Let us look at an interesting scenario:

Case Study

One of ElementIQ’s clients, Keating Dental Arts, is a full-service dental lab that caters to dentists across North America. Let’s take a look at a snippet of their website traffic source by keywords.

If you take a look at the image above, the phrase ’emax stain and glaze’ brings 99 visitors to their website. The phrase is quite technical and will probably be used by dentists or people who are in the profession. Since KDA is a dental lab that only caters to dentists and not dental patients, It is a good idea to spend time optimizing for more technical keywords like this one so that it drives more traffic from dentists.

Just like the example above, focusing on industry-specific keywords and how the buyer uses those keywords, most definitely will benefit your process of optimization.

Start With Words Then Move to Phrases:

There are three kinds of keywords that you must consider when trying to optimize your page for both organic and paid searches – Generic Keywords, Broad Match Keywords, Long-Tailed Keywords. You can read more about these types of keywords here. The idea is to jot down words that are most relevant to your business or product/service. Let’s say you are a dentist (or you’re marketing on a dentist’s behalf), the words that you should start your research from would be something similar to these:

  • Dentist
  • Teeth
  • Denture
  • Dentistry

The above list is just an example, your list may look different in comparison to the one above depending on the nature of your business. The idea is to use these words to generate other keywords closely related to them using sophisticated tools.

Once you have this list, it’s time to put some tools to use.

Grab Your Toolkit:

The tool I like using for keyword generation is the built-in Keyword Planner (formerly keyword tool) that Google offers in it’s AdWords platform. The keyword planner looks something like this:

The keyword planner can be accessed by clicking on the tools menu in AdWords. You will need an AdWords account to access this feature. However, you do not need to spend money on ads to avail this feature.

Once you’ve gained access to the keyword planner, its only a few minutes before the magic happens!

We want to work in the ‘Multiply keyword lists together to get new keywords’. The idea is to enter a set of keywords in the List 1 section and another set in List 2 section. Here’s what I’ve entered, just for example sake:

Next, we want to adjust the location settings to our liking. This is important if your business caters to a specific locality. I’m going to set it to Burnaby.

The resultant page will give us a few keywords that are a product of the two lists. It is important to note that NOT all of those keywords are going to be relevant.

Once we have our final list of keywords, we can move to optimizing the pages we like.

Keep Track of the Keywords That You Feel Are Most Important:

Ranking for keywords is always a quality over quantity game. You’d rather rank for the most relevant keywords to your business to get the best possible conversion rate. However, to get the best possible results from keyword research and optimization, it is essential that we track the keywords that seem most relevant to the business and it’s goals. I personally use Ahrefs to accomplish this. I will soon be writing more about Ahrefs to help out with keyword tracking and analysis!

Contact Us

If you have more detailed questions related to Search Engine Optimization, you can leave a comment down below or get in touch with the ElementIQ team here.