Okay thank you for joining me this is Robert Newman I'm a real estate online
marketing expert out of California and this is the second segment or module in
my learning real estate SEO series. All right, I'm considering this a basic level
tutorial and this section is gonna be about keywords understanding them,
understanding how Google recognizes them, how you're supposed to be discovering
your own keywords, how to identify how difficult it would be to achieve a
first-place results for keyword that you're targeting, understanding what your
competition is doing in terms of targeting a keyword and based on all of
this information finally deciding what the best keywords are for you to target.
and again what we do with those keywords in terms of targeting is going to be in
other modules. This module is just about keywords alright. Once again I'm going to
be relying upon my tool ahrefs. In other versions of this tutorial or in the
description below you'll find links to other tools that you can use and when I
want to say other versions, I'm probably going to upload this series of tutorials
to deme which is a place where you pay and what I'll be doing there is I'll be
adding a lot of support links. Links to other tools that you can use to use
keyword research and things like that because ahrefs cost $99. I'm not
selling their tool I'm just using it but for the sake of this tutorial it's gonna
make it very easy and very fast for me to explain keywords and that's how I'm
going to use it. So ahrefs has a keyword Explorer in it
we're gonna use denver real estate as our example. So this is a keyword if you
don't understand what keyword is you really need to actually go ahead and go
to Moz and read through their basic SEO beginners guide and then come back to
this. I consider this to be very basic but if you don't even understand what
the terminology is then you need to go someplace else
to learn the terminology and come back into this tutorial. Alright so we
do Denver real estate and my tool here tells me in general how much the search
volume is, how many clicks there are, how many of those clicks are going to paid
search results and how many are going to organic. So organic in terms of
terminology is anything that is. So if I do the search here. Ah, surprising I'm not
seeing any paid results. So there would be something that would say ad. So I do
Denver real estate and apparently I get no page search results, makes no sense
whatsoever to me but whatever. Alright so anything that doesn't say paid is
considered organic. Alright so we go back here so for this keyword term "denver
real estate" these are the top 10 search results. So now why am I looking at them
in this tool as opposed to looking at them here in Google. Well this is going
to show me how much traffic somebody is getting for that particular keyword in
this case it's twenty three thousand five hundred and eighty-seven visitors
for a number one spot and then number two is five thousand, number three is
four thousand and it drops and changes here and there but when you're doing
keyword research certainly one of the things that you want to understand in
general is how competitive the keyword is? how much traffic there is associated
with it? and how capable do you feel that you are to build a better informational
page than whatever's out there? Now Zillow and realtor.com and Trulia are
going to run across this all the time. They're not actually, they have great
informational pages but they are actually all producing a similar page.
This is what a page on Zillow looks like. Now it has pricing, it has a map, it has
probably a walkthrough score somewhere down on the page and it has information
that connects you to Realtors. In general this is a very informational based
page and it's a good page. However if you wanted to learn something about the
community, you are absolutely positively not going to be doing it on this page.
Okay and that's where keyword research and SEO comes in. There's plenty of space
to write a page on this topic that is informational, tells you something about
the community or the city that you cannot find on this page. Now will we beat
Zillow and Trulia and realtor.com no probably not.
So this is where keyword research really starts to shine through. One of the
things that you need to decide early on if you're working in a big city and
you're at the agent level is you need to decide what Geo specific area you work.
If you're a broker you need to decide what areas that you work and
please I deal with many brokerages in Denver there's very few that target each
and every single segment of the city. Okay they would like to but they don't
specialize in all those areas. Most people are like low high or the
Highlands or Applewood or any of the many other communities that are there.
They they have a few that they do more business in than others and those are
the ones that you should be targeting for keyword research. So having said that
let's just pretend that you've now decided on your geo specific area that
you're gonna target and let's redo this search. So now it's Denver Highlands real
estate is what we're gonna do. Okay, so now when you're looking at this keyword
there's a few things that we need to understand.
So targeting keywords these days is an extremely important part of the SEO
process. We've now identified a keyword that has a volume of search and I'm
gonna explain this a little bit because keywords have changed a lot
in the last few years. You're not just going for the Highlands Denver and
you're not going for Denver Highlands. If you write a good page on this general
topic which is the Highlands in Denver Colorado.
You will probably rank not for one keyword but a whole group that Google is
associating with the primary keyword. That's why when you look at this volume
900 and it says the traffic potential is 800 this tool is assuming that you've
written a great page on this area in general and that you're actually
probably going to rank for maybe 191 other terms or a hundred other terms and
so all related to the Denver Highlands but what we have to do is decide what
the parent keyword is going to be. For you as a real estate agent we really
need to make very certain that you have taken a lot of time to understand what
your geo-specific target's gonna be. It relates very strongly to keywords okay.
So this map shows you what Google considers to be the Denver Highlands and
they're gonna associate keywords that have to do with this area. Now it's a
very small area but I happen to deal with a couple of different companies
that target this area and there's easily 50 to 100 million dollars worth of real
estate transactions that happen in this area and my clients would be very happy
with just getting 80 to 90 percent of those transactions in this one city. So
again keyword targeting becomes really important. Now this is a fine keyword
target Denver Highlands real estate why do I say that? Let's talk about keyword
difficulty for the sake of this tutorial and I'm going to be making the
assumption that you're using ahrefs. You need to be targeting keywords that
have a difficulty of one two three. What does keyword difficulty mean using this
tool. So there's something that is called a backlink. A backlink is when other
websites reference your website. Okay they put your URL on their website.
Now I will be covering that topic in depth later. This score though is based
on how many websites will have to use your page, not your website but the page
that we're building that will cover this topic. How many people are referencing
that page in this case a zero through a three which you're gonna find is really
common in real estate is exactly what we want. Okay because that means that
nobody has to be referencing your page if we just make a really good page of
content and you build it the way that I tell you to build it there's a very good
chance that you're gonna rank on the first page, get traffic back for this
keyword term and all the associated terms and hey if we do a really good
page and you reference even one or two sites to that page you're probably gonna
be number one and you're gonna get all 800 of these potential visitors to your
site and that right there is a business. Okay if you're a broker it's not
that much but if you do this city by City for all your geo specific targets
you're gonna be a very happy broker. Alright so we've identified a decent
keyword target alright but we're not done. Okay so we found a reasonably good
keyword target there are other people that have pages that are
ranking for this particular keyword target. Okay here's where a lot of real
estate agents make a mistake they see these pages and they assume they
cannot beat them and there is some truth to that in terms of keyword
targeting you need to understand a little bit more about this tool that
we're using. I'm going to keep it really basic this UR is a score from 0 to
100 as is the DR now that's a domain rank and a URL rank. The URL is
where the page actually lies and the domain is the the parents domain. Now
here's the funny thing, Google scores every page it ever looks
at. We're just going to make this really easy and say it's a score
0-100. When you refer to another page off a page that has a high score some of
that score bleeds over to that other page, it's a vote. The more votes you have the
better that you'll do and the more credibility the voting page has the
better the referring page is going to do. So we have no other websites
that have voted for this page on Zillow, none. That would be under here, under
backlinks. There's zero but because they have a very strong home page and they've
referred to this particular page they have a UR, URL score of 13. URL
scores work from zero to a hundred. All right hundreds of best zeroes the worst.
So you again, you don't know this yet but thirteen is an OK score in real estate.
In most other industries it would be much higher, in real estate competition is
always very low. So we're looking at these scores and we're going to
understand that even though that this says zero we might have to build one or
two referrals into this page to get it ranked but the good news is, is that's it.
It's not incredibly high and here's an important thing. When you're choosing a
keyword you need to look at all of these sites. What are you looking for? Let's
open up a few of them and I'll explain.
Google is going to measure how long somebody arrives at this page. The kind
of page that you can produce is this kind of page right here because it's
going to be informational and you're probably going to be putting it on a
wordpress website. So it's going to be, it's gonna have text, it might have some
listings and it's gonna have information on the community. Now this page is okay. I
would actually go so far as to say I feel it's not that great and why
would I say it's not that great because there's not a lot of data that anybody
that is in like a fifteen year old can't find on Wikipedia in two seconds and the
fact that real estate companies keep letting people put pages like this on
their website is ridiculous to me. There's only one reason why a page like
this should go on your website and that's if you're trying to build value
for another page. in other words you want to create some of these internal
referrals I was just talking about where you're gonna build up the page value and
then basically add a vote from your own site but this page should never
exist on this website because there's very little value to it as a user.
There's only one thing that's valuable on this entire page and that is this
video which is about 30 seconds in actual data long and it's good and
that's probably why this site is ranking at all is that one thirty second video
that's on the bottom of the page. Now here is a great SEO page. Okay honestly
my team wrote it so please bear that in mind. I just, it's a blatant plug.
However I want to illustrate what the difference is. So a good page of
information is going to have many, either image based or video based examples of
the types of property that you're going to find. You're going to find lots of
information that's extremely specific not just the stuff that you can find on
Wikipedia but a lot of data on the page about the area that you're
looking at. These images are gonna have what's called alt
image optimization on them and I'm going to teach you how to do all of this, okay.
I'm going to teach how to write the page, how to research the page, how to how to
do the images but look at the difference between this page and this page.
I promise you if you're moving in out of the city into this area this is the kind
of page that you're going to read and it's breaking the area down into its
micro parts. Okay and what do I mean by that. So we look at highlands and now
there's Highland Park, there's a school, there's little areas within the area
itself that really only locals will probably know. However if you write a
page one there's a lot of little teeny tiny keywords that you don't even
realize that Google would target. Maybe only you get one search a month and they're
gonna come in to this particular page and number two the people that are local
so anybody's coming in from out of town is gonna look at this page and they're
gonna find it interesting because they are gonna find general information on it.
Anybody that lives inside the town is gonna understand that you're an expert
on this area, that you are a truly knowledgeable resource. How does
that play back into all of this you're gonna make a completely different kind
of page than is available with any of these other services. Now let's take a
look at another one. So again you have another page with what 150 words on it
maybe that is incredibly general that honestly anybody with Wikipedia
could do a better job in. So these are your top local brokerages, these are your
national companies and you're still checking them for keywords. now the last
piece of this puzzle is as follows. You need to have an understanding of can you
write better pages than this? If the answer is yes, if you think you can
produce a better piece of information than what we're looking at. Then that's a
keyword that you should and could target and guess what I'm going to teach
you how to make better pages than this and how to get attention drawn to those
pages. So even if you are looking at this all right now I'm going oh I don't know
if I can do all of that. The exciting part is I'm going to teach you the rest.
So last thing that we want to understand about keyword research is that I've just
found and targeted a keyword really fast all right.
There's other elements of keyword exploration. You probably want to do a
few other keywords just to make sure that you've got a good one. So Denver
Applewood Colorado that's another, that's just another community inside of Denver.
so we're gonna do a search mind you I haven't added real estate in here. So
that one is it, so we already can see that the search volume is less the
keyword difficulty is the same but we want to go through this exercise five or
six times, eight or nine, ten times. You want to make sure that for your
geo-specific areas that you target. That you
understand like if everything is keyword difficulty zero then we want to find the
keyword that has the most volume in the area that you're in. Now I am cheating,
I know this area like the back of my hand so I already know that we've really
already found one of the best keyword targets but there is one other that's
good Denver downtown Colorado real estate. Actually let's just go downtown
real estate.
Now look at this Denver downtown has a keyword difficulty of four and only a
search volume of sixty, okay. So for far less search volume you'd have to spend
far more effort. So hopefully Denver downtown wouldn't be
your geo-specific target because if all you're doing is condos or high rises or
lofts or anything like that inside the Denver downtown area.
You're looking at a steeper competition keyword right out of the
gate. Now there's still things, tricks that you can do in terms of keyword
research like researching buildings. So I've put in Denver high-rises here's a
site that specializes in Denver high-rises and now here's another trick
that you can use when you're using ahrefs as a tool. We can actually
enter in a URL.
Sorry that's that's not gonna do us any good. So there they're actually part of a
larger site and that site is getting a lot of keywords or a lot of traffic but
it's not actually. They just have the Denver part of that. So let's look at the
exact URL, let's find out how much traffic is coming into this
particular page. So it doesn't appear to be giving him any traffic. So that was no good
So Denver Condo Mania seems like a good page to do this trick with.
Okay we've got some organic traffic. Now we do top pages and through this we can
take a look at a lot of keywords that are associated with this particular URL
and how much volume they have, how much keywords and what the difficulty is. So
this is a very fast way to also do keyword research. Another way to do it
would be to take like a site like this.
Basically your competitors websites if you have a tool like this again I cannot
emphasize enough how much time this saves you. You can just do this, do top pages.
Oh we wanted you, sorry we want to do the domain. So I actually messed that search
up but because I was doing the exact URL which is liveurban.com. So this is the
domain, this is the entire domain. okay so now we get to see how much traffic
is coming in, what their top keyword for that particular page is, how much search
volume is connected to it, what position they have, like where are they ranked and
now we could. Just real quickly this KD is keyword difficulty. So you can see
that it's a six. So we already know that that's six backlinks that is not as good
as our Denver Highlands real estate keyword. All right there are some zeros
on here and you could reverse engineer those using this tool to keep doing
basically keyword research and I strongly recommend you don't cut any
corners. I am NOT going to spend two or three hours running through this
tutorial with you on this part of it but I do suggest that you really find all
your competitors. Look at all their pages you're looking for anything that says
zero that has a decent amount of traffic associated with it. Denver Colorado
real estate agent, that's a surprisingly valuable keyword it only has 300 people
but it's got a keyword difficulty of zero and we could write an expose on
finding the best real estate agent inside Denver and that would allow us to
target Denver Colorado real estate agent or we could just set like Denver CO real
estate agent would be a great keyword and I'll explain how we target that
keyword correctly inside a content in the content creation part of
these tutorials. You should have a list of 3 to 5 keywords when you're done. Now
a keyword is really going to end up being an article. So like you're gonna
write a page about a keyword so when you do find something that's good you're
really committing to three or four keywords at a minimum and honestly in
terms of content strategy I oftentimes go out six months.
So I understand long in advance what kind of content I'm doing on my site, why
I'm putting it on my site. This does take a little while but forcing yourself to
think about keyword targeting and where you want to go in terms of your website
is an extremely valuable exercise. Getting out ahead of your planning curve
understanding where your resources are going to go. Like if you're hiring
somebody to do some of the work that's gonna come next then it's important to
understand how long do you want to take. Like if you want target let's call it
three or four neighborhoods, do you want to go for both the buyer side and the
seller side because what we're doing we're creating a keyword that says
Denver Highlands real estate is for the most part that's going to be people
looking to buy a home not sell a home. So we're gonna go for sales keywords, it's
gonna be something completely different. How to value your home, how to improve
your home. This set of keywords that you go if you're interested in attracting
sellers is completely different than the keywords if you're interested in finding
buyers. So thinking through your keywords and what you're gonna do in
terms of content creation is extremely important. So I recommend that you at a
minimum find three to five and at a maximum you can go, you can literally
look at your entire geo specific area decide do I want both buyers and sellers
leads and then look up all the relevant keywords which could be as many as a
couple hundred and basically put them in an Excel spreadsheet and keep them there
and understand checkbox' them off as you've targeted them and put them on
your site. So in other words part of what I'm going to teach you how to do or at
least I'm gonna explain the concept to you is creating processes. Now that's very
deep in this tutorial cycle but right now you do need to understand that
keywords can be and maybe even should be associated with the process and really I
think it's just gonna depend on are you an agent or are you a broker. If you're a
broker you need a business plan and you need a digital marketing plan stat and
I'm giving you the first step in your digital marketing plan. Understanding the
keywords that are associated with the geo specific areas that
your brokerage targets and hopefully you've already got that and you're just
tapping your your foot waiting for me to get to the next section of this tutorial
which is going to be creating content. Now this is a huge topic
it goes into usability, site speed, I'm combining things and basically turning
content creation into one big topic because Google kind of looks at content
digestion and content impact all as one topic now. So when somebody hits the page
how long do they stay on the page? How many other pages to the site do they go
on? Google tracks all this information and they've increased the amount of
relevance that this has tremendously. So how fast the site operates, this
all impacts the user experience and the user experience is like 20% of your SEO
score these days. So it's a really big factor in terms of how does Google
rank these pages. So that's our next topic its content user experience,
content creation all of those things combined. I hope you enjoyed the section
which was keywords, keyword research and keyword use.
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