Search Engine Optimization

Relevant Keywords

There are a wealth of keywords that can be important to you as a real estate agent.

Here, I’m offering you a basic keyword strategy that works in most cases in the real estate market.

The key keyword: real estate agent

The most important keyword is likely “real estate agent” combined with the region where you operate.

• Example: Real estate agent in Cologne or Real estate agents in Cologne
  People searching for this keyword have already realized that they need a real estate agent and are therefore at a certain stage of decision-making. You definitely want these searchers to visit your website. Leads generated by your website through this keyword often require little persuasion, and a listing can be placed right away.

Real Estate-Related Keywords

Once you’ve achieved rankings for keywords related to real estate agents, the next relevant search is for “property” combined with a specific intent.

• Example: Sell a house in Cologne
  These searchers have a clear intent, but it’s not yet clear whether they need an agent or not. Websites targeting these keywords should be designed to be more informative and include a call to action only as a second step. The website can pre-qualify the visitor and explain why it’s a good idea to hire an agent for the stated purpose.

Occasion-Based Searches

The final standard category is event-based searches. Events can include any reason that leads to the decision to buy or sell a property.

• Example: Divorce in Cologne
  With such search queries, it’s important to understand that the searchers aren’t yet explicitly looking for a real estate agent, but rather want information about what options and next steps are available to them. In this case, it’s more important to provide empathetic and informative content that truly helps the visitor move forward, rather than being overly promotional.

At the end of such an informational article, relevant questions can be raised that can be answered in a “no-obligation personal consultation.” At this point, the visitor can be converted into a potential customer. Such pages are also ideal for offering evaluation tools, for example.

Other Keywords

Sometimes it’s unavoidable to use more specific keywords. In such cases, however, you should always consider whether these are short-term, trending keywords that may no longer be relevant in two months, or keywords with lasting relevance.

In the first case, these are SEA keywords that can be used in campaigns to achieve short-term results. These keywords are less suitable for targeted SEO strategies, as their limited lifespan means they may become irrelevant before the search engine has fully indexed and ranked them.

Keywords that do not fall into either of the above categories but still have long-term relevance should be addressed once the general keywords are already ranking well. Of course, there are exceptions to this concept, but in general, this approach is the right one.

Creating Content for a Keyword

Creating content related to a specific keyword is of great importance. It is essential that there is sufficient content so that the search engine recognizes that the page addresses the keyword’s topic.

You should use keywords in headings, body text, title and alt text for links and images, as well as in the filenames of files and images on the website. The page’s URL should also contain the keywords in some form.

Of course, this is only a superficial explanation, and the actual way search engines work is much more complex. But with the basic rule—“If the page is relevant and thematically aligned with the keyword, Google will rank it”—a large part of the work is already done.

AI for the Base Text

With the advanced AI tools currently taking the market by storm, it’s easier than ever to create text. Whether you use one of the available tools or Ynfinite’s AI text generator—the choice is yours.

However, it’s important to understand that AI doesn’t generate final drafts. Search engines are smart and have developed mechanisms to identify text created by AI. Therefore, it’s crucial to revise the text after the AI has generated it.

Through human editing, the text can be refined, tailored to the target audience, and imbued with the right emotional appeal. It’s human creativity and sensitivity that breathe life into the text and give it authenticity. AI tools are merely a means to support the process and save time.

So take advantage of AI technology, but don’t forget to review and adapt the texts afterward. After all, in the end, it’s human skills that make the difference.

Revising Content with Keywords

The goal is to write articles that revolve around the chosen keyword. The aim is to offer the reader added value while simultaneously convincing search engines that the article is relevant. An article should therefore include the keyword in a quantity that doesn’t feel awkward to a human reader.

By crafting content that’s interesting and engaging for the reader, you’ll automatically appeal to Google. The focus should always be on delivering high-quality, informative content that meets readers’ needs.

Example:

• Good: As a real estate agent in Cologne, I know the real estate market inside and out and can appraise your property so that you can get the most out of it. With me, you’re in good hands.
• Bad: As a real estate agent for properties in Cologne, I know the real estate market well and can appraise your property in the real estate market so that you can get the most out of it. With me as your real estate agent, you’re in good hands in the real estate market.

Supporting Keywords for the Text

In addition to the actual keywords, there are always supporting keywords that can be identified by keyword research tools. Ynfinite CMS will offer a feature to support the AI text generator in this regard in the near future. However, there are already several tools on the market that can identify such supporting keywords.

All supporting keywords should also be included in the text. The more supporting keywords that can be meaningfully integrated, the better. By skillfully incorporating supporting keywords into the text, you can improve the content’s relevance to search engines and cover a broader range of search queries. This, in turn, increases the chances of being found by potential readers and providing them with valuable information. However, it’s important that supporting keywords do not distort the text. In other words, it’s better to maintain a coherent text with meaningful content than to include a supporting keyword.

After all, the ultimate goal is to meet readers’ needs and provide them with high-quality content that inspires them.

• Example:
  For the article “5 Reasons to Invest in Real Estate in Cologne,” the supporting keywords “condominium,” “stocks,” “senior living properties,” and “financing expert” could be identified. While these keywords might be related in some way to the article you’re writing from a search engine’s perspective, only the keywords “condominium” and “senior living properties” make sense in your article.

In this case, it’s perfectly fine to ignore the other two identified supporting keywords.

Submit the Article to the Search Engine

If the page itself doesn’t have a ranking yet or is ranked poorly, I recommend that you consistently create content and then submit it to the search engine right away. While Ynfinite CMS generates the sitemap and search engines can crawl these sitemaps, it has proven beneficial to submit important articles directly.

To submit an article to the search engine, follow these steps:

• Google:
  1 - Sign in to Google Search Console
  2 - Enter the URL you want to index into the search bar
  3 - Click “Request Indexing”

The Google bot will reindex the page within the next few days.

Recommendations for Content in the First Year

• Real Estate Agent / Regional Description

Articles:

• Once a month, a new region should be revised and improved.
• In the first week of each month, add a meaningful text about a region.
• The text should include the keyword “Real Estate Agent in {Region}.”
• The H1 heading must contain the keyword “Real Estate Agent in {Region}.”
• The URL must contain the keyword “Real Estate Agent in {Region}.”

The text should be at least 2,000 words long.

News:

• A new news article should be published on the website every week to maintain relevance for various regions. When creating these news articles, it’s important to include the keyword “real estate agent in {Region}.” Aim for a good mix of topics.
• At the beginning of each week, select a regional topic. This topic doesn’t necessarily have to be directly related to real estate; it can also be a topic that complements real estate. The important thing is that we skillfully incorporate the keyword “Real Estate Agent in {Region}” into the news article. This way, you can demonstrate your expertise in the region while simultaneously strengthening the regional pages. Perhaps you can include a link to the corresponding regional page at the end of the news article, using a natural transition.

• Example:
  The new XY restaurant in Cologne is great. You can find it at this address. The building where the restaurant is located is great because...
  Are you also planning to open a restaurant in Cologne? [Link]We’re the real estate agent in Cologne and would be happy to help you find the right property.[/Link]

This example illustrates that news doesn’t necessarily have to be real estate-specific, and you can still find a way to transition to a real estate topic if you’re a little creative. By posting regular news articles, you demonstrate your expertise and your connection to the region. You show your readers that you’re up to date on current topics and consistently provide relevant content. At the same time, you strengthen your position as a trustworthy real estate agent who thinks outside the box and offers comprehensive service.

A news article should contain no more than 500 words. It should be as up-to-date as possible and relate to current events.

• Asset Classes / Regions

Once “real estate agent” has been used as a keyword and all relevant regions have a meaningful article, the next step is to move on to asset classes in combination with regions.

Articles:

• Once a month, an article is created in the same way as for the regions. The article should then include the asset class as its keyword, e.g., “condominium.”
• If you use the search engine automation feature in Ynfinite CMS, you don’t need to worry about regional assignment. Ynfinite automatically combines your asset class article with all region articles to generate meaningful content.
• If this is not the case, it makes sense to create a regional assignment for each asset class as well. You would then create an asset class not as “condominium,” but as “condominium in Cologne.”

Here, too, an article should contain about 2,000 words and be posted in the first week of the month.

News:

Just as news articles were created for real estate agents, news articles should now also be created on these topics. One news article per week with a maximum of 500 words. The news articles should still be mixed with news from the real estate agent sector in the regions. The pool of possible options is not expanding at this time.

Just as we created news articles for real estate agents, we should now also generate news on these topics. A news article with a maximum length of 500 words should be written once a week. It remains important to mix these news articles with those from the “Real Estate Agents in the Regions” section. The pool of possible options remains the same.

Our suggestion is to create a list of all regions and asset classes. Each week, you’ll then write a news article that addresses both an asset class and a region. The news article should be tagged with both categories so that Ynfinite CMS can assign it to the appropriate pages.

• Events / Regions

Now that the asset classes have been covered and there is a meaningful article and several news items for each asset class, the next step is to handle the events in the same way.

However, as mentioned in the introduction to keywords, it’s important to note that event texts should be informative rather than sales-oriented.

The number of articles and total word count is the same as for the previous articles.

What’s next?

You can always write an article on a different topic and post it in the news section or on a blog. Here, keywords should always have a regional focus. Keywords without a regional focus are much harder to rank for and, on average, receive fewer searches.

Writing one article per month and one (region-specific) news item per week is usually sufficient to keep a website fresh and relevant to search engines.

Website for Real Estate Agents – Stay One Step Ahead of the Competition