Commercial real estate businesses and investors can gain a significant edge in the market through proper optimization of their websites for search engine visibility. Many people are unaware that commercial real estate is the largest sector of the U.S. economy and there’s tremendous potential for commercial real estate firms to capture a piece of this highly sought-after market. However, to optimize their site and reach this audience, business owners need to understand a few basics about SEO for commercial real estate.
One common question that commercial real estate agents have is how they can improve their website’s search engine optimization (SEO)? To better understand this process, it is first important to understand how SEO works. Essentially, when people search for a given keyword or phrase on a search engine such as Google, the search results are determined by a complex algorithm that takes into account a variety of factors. This includes the relevance of the content on a page, the authority of the website, and the number and quality of its links.
What Is SEO in Real Estate?
SEO, or search engine optimization, is the process of improving the ranking of a website on search engines. The higher a website ranks, the more likely people will find it. SEO is a long-term strategy that requires ongoing effort, but the results are worth it.
Many different elements go into SEO. Some of the most important ones include creating quality content, building backlinks, and optimizing websites with keywords. Several free and paid tools can help with SEO performance optimization.
SEO for real estate can help commercial real estate (CRE) businesses by driving more traffic to their websites. Optimized content is more likely to attract people who are genuinely interested in what a business has to offer as opposed to people who are only looking for information about a specific product or service. This can result in more leads and conversions from website visitors.
SEO can also help increase the visibility of a website in search engine results pages (SERPs) which can lead to more visitors. It can improve visibility and ranking when people search for terms related to commercial real estate.
Real Estate SEO Tips for On-page Optimization
There are a few on-page optimization techniques that CRE websites can use to improve their search engine ranking and website visibility. The following are some of the most important:
1. Use Keywords in Titles, Content, and Meta Descriptions
When you’re creating social media content, it’s important to make sure that you use keyword-rich titles and descriptions. This will help you rank higher on search engine results pages, and it will also help people find your content more easily.
To use keyword-rich titles and descriptions effectively, you need to do some keyword research. Find out which commercial real estate keywords are the most relevant to your business and then use those keywords in your titles and descriptions. You can use keyword tools like Google AdWords Keyword Planner to help you find the right keywords to target.
2. Use Keywords and Phrases Related to Your Niche Market
When you’re creating content, it’s important to use keywords and phrases related to your niche market. This will help you rank higher on search engine results pages, and it will make it easier for people to find your content.
Similar to the first step, you can use a variety of tools to help you find the right keywords and phrases to market your content. Again, Google AdWords Keyword Planner is a great tool for finding market-specific keywords. Google Trends is another helpful tool for identifying popular keywords.
3. Make Sure Your Website Is Organized and Easy to Navigate
When people visit your website, the first thing they should notice is a clear and concise message about what your company does. If they can’t find what they’re looking for right away, they’ll most likely abandon your page in favor of a competitor’s.
To keep this from happening, your website should be well-organized and easy to navigate. The layout should be simple and the design should be clean and modern. Make sure all of the important information is easy to find and your contact information is readily available.
4. Optimize Website Images with Keywords and Descriptions
To get the most out of your website images, optimize them with keywords and descriptions. This will help your images show up in search engine results and will also help people understand what the image is about when they see it on your website.
To optimize your images, add captions, alt-text, and title texts to your images. Captions help your readers understand what they’re looking at. Alt-text is displayed if the image can’t be displayed for whatever reason while some browsers display title texts as tooltips when a user places their mouse over the image.
Search engines use these elements to help determine if images are relevant to a webpage. When they are deemed relevant by search engines, it helps your ranking and, in turn, your website.
Keywords and SEO
Keywords are at the heart of SEO and should be included in every piece of content on your website. When it comes to commercial real estate SEO, there are two types of keywords that you need to focus on: short-tail and long-tail. Short-tail keywords are general terms that are used to describe a wide range of products or services. In contrast, long-tail keywords are more specific and are used to target a specific audience or niche.
When selecting keywords for your commercial real estate digital marketing and SEO campaign, you must also consider the intent of the searcher. For example, if you’re a broker trying to generate leads, you’ll want to target keywords related to “commercial real estate for sale” or “commercial real estate leasing.” However, if you’re looking to attract tenants rather than buyers or landlords, you’ll be looking for keywords that are related to “office space for rent” or “retail space for lease.”
You should also consider the competition for the keywords that you’re targeting. If many businesses are targeting the same keywords, it will be more difficult to rank higher in SERPs. When competition is high, you may need to focus on creating high-quality content that’s relevant to your target audience and provides value to them. You can also try using long-tail keywords which are specific and less competitive than general keywords.
Keywords help you target the right audience and ensure that your content can be discovered by people who are looking for it. But how do you find the right keywords for your website? There are a few methods that you can use:
1. Google AdWords Keyword Planner
The Google AdWords Keyword Planner is a great way to get started with search engine marketing (SEM) for your SEO real estate marketing strategy. It helps you identify keywords that you can bid on for your ad campaigns. The tool also provides information about how competitive the keywords are and how much traffic you could potentially receive from them.
The Keyword Planner is a great resource for businesses of all sizes. It’s especially useful for small businesses that are just starting with their online advertising campaigns. By using Keyword Planner, you can find the top SEO keywords for real estate investors or the best keywords for real estate investors. As long as you use keywords that are relevant to your business and target potential customers, this tool will help you appear on commercial property search engines’ results pages.
2. Google Trends
Google Trends is a website that shows how often particular terms have been Googled over time. It’s a great way to see if keywords are trending or are no longer popular.
You can use Google Trends to research all kinds of topics. For example, you might want to know which topics are most talked about in commercial real estate right now. Google Trends can help you monitor how interest in a certain topic has changed over time and identify new topics that people have begun searching for instead. You can also use it to compare interest in two different topics.
3. Competitor Analysis
Competitor analysis is the process of examining the strengths and weaknesses of your competitors. It can help you understand how your business compares to others in the same industry, and it can also help you develop real estate SEO strategies for improving your business.
There are several ways that you can carry out a competitor analysis:
- You can look at the products and services that your competitors offer.
- You can look at the advertising and digital marketing strategies that they use.
- You can also look at how they structure their business.
4. Long-tail Keywords
When you’re creating content, it’s important to use keywords that people are searching for. However, you don’t want to use the same short, popular keywords that everyone else is targeting. You’ll have a lot more success if you focus on long-tail keywords.
Long-tail keywords are specific phrases that people are more likely to use when they’re searching for information. They’re more targeted and less competitive than shorter keywords so it’s easier to rank high with them. Plus, they tend to convert potential consumers better because people who use them are very focused on specific areas or types of properties.
SERPS: More Ways To Reach for the Top
There are other steps you can take to optimize your website and improve your search rankings:
1. Use Keywords and Phrases Throughout Your Site (But Don’t Overdo It)
One of the most important methods for reaching the top of SERPs is using real estate SEO keywords throughout your content. This helps commercial real estate search engines and search engines, in general, understand what your page is about so it can rank it higher in Google search results.
But you don’t want to overdo it. If you use SEO keywords for real estate too often, your content will start to sound spammy and people will be less likely to read it. A good rule of thumb is to use keywords three to five times throughout an article.
2. Include Links To Other Relevant Websites on Your Site
A great way to improve your website’s SEO ranking on commercial search engines and help your site visitors find more information about topics that interest them is to include links to other relevant websites on your site.
This helps your site visitors find the information they need while establishing your website as a credible source of information for a particular topic. You could include the best sites for commercial real estate in other areas, or include the advice of property experts and brokers on trending commercial areas.
When you include links to other websites on your site, be sure to use accurate and descriptive anchor text. This will help your site visitors and search engines understand what the link is about.
3. Update Your Website Regularly With Fresh Content
This is true for everyone who uses websites and is essential when you’re doing commercial real estate SEO. Keep updating your site with fresh, new, and relevant content. This can include blog posts, articles, news stories, images, videos, product updates, or anything else that would be of interest to your target audience.
As you do this, update your SEO real estate keywords, your meta keywords for real estate, and even your real estate investing keywords so your content will always appear to relevant audiences.
Keeping your website updated will keep visitors engaged and coming back for more. It also helps improve your website’s search engine ranking. Google and other search engines love websites that are constantly updated with fresh content and will often rank them higher on their SERPs.
4. Provide Good Customer Service
Good customer service may not be the first thing you think about when you want to create viral content but it can certainly help. When you respond to comments and queries promptly, it shows that you care about your customers and their experience with your company. This builds trust and loyalty which can lead to more customers and, eventually, viral content.
5. Get Involved in Online Forums
Forums are a great way to connect with potential customers and get feedback on products or services. They also present opportunities to learn about what people are talking about in your industry, especially trending commercial property searches.
There are forums for just about every industry and topic, and there are commercial property listings on both websites and forums that cover your niche. Find a few that are relevant to your business and start participating in the discussions. You can share your thoughts and opinions, ask questions, and provide helpful information and resources. Be sure to stay active, be helpful, and remain engaged. You’ll soon build a following of people who are interested in what you have to say.
This will help you a lot in identifying which relevant keywords are crucial to your CRE business and what types of content people are more likely to read and engage with.
6. Use Online Ads
Make use of Pay-Per-Click Ads (PPC) on Google because they’re relatively cheaper and put you on top of SERPs when someone performs a search that’s related to your brand or service. PPC for real estate investors is a good way to find new leads.
YouTube and Facebook are also very helpful when it comes to commercial real estate ads since advertisers don’t need to pay unless users click on the ad. Commercial real estate advertising has indeed gone a long way in making sure that companies reach their audiences without overspending on commercial real estate marketing.
The Benefits of SEO to Commercial Real Estate Companies
For commercial real estate websites, SEO is essential. The majority of people who are looking for commercial property information start their search online. If your website isn’t one of the top results, you’re missing out on a lot of potential traffic and business. There are many benefits of SEO for commercial real estate websites. Some of the most important include:
1. Increased Website Traffic
Website traffic is the lifeblood of any online business. It’s what allows you to attract new customers, sell products and services, and generate leads.
2. Increased Leads and Conversions
Generating leads and converting them into customers are the goals of any business. As mentioned, SEO helps generate more traffic which in turn provides you with more leads and conversions.
3. Greater Brand Visibility
Since SEO optimization makes your website more accessible through search engine results, more people will see your brand and your content, and have opportunities to engage with your company.
4. Improved Customer Engagement
Improved customer engagement is a natural offshoot of posting relevant content, using effective layouts, and encouraging a responsive dialogue with your audience.
5. Greater ROI
The greater the engagement, the better your ROI. For many CRE companies, nurturing the relationships between client and broker is very important since it always translates to better ROI.
SEO Matters to the Commercial Real Estate Industry
Search engine optimization is an important part of any online marketing strategy, including companies within CRE. SEO optimization can help attract more leads and traffic to your website.
If you’re interested in learning more about SEO services and how to market commercial real estate online, contact ELK Marketing. They are an experienced marketing commercial real estate agency that can help create the real estate SEO strategy you need.