Real Estate Marketing 2.0: Top Strategies for SEO Success and Maximum Reach

Relevant keywords

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

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

The central keyword: real estate agent

The most important keyword is probably "real estate agent" in combination with the region in which you operate.

• Example: Real estate agent Cologne or real estate agent in Cologne
  People who search for this keyword have already realized that they need a real estate agent and therefore demonstrate a certain level of maturity. You definitely want these searchers on your website. Leads that your website generates from this keyword often require little convincing and can be converted into orders immediately.

Keywords related to real estate

Once rankings for keywords related to real estate agents have been achieved, the next relevant search is for real estate in combination with an intention.

• Example: Selling a house in Cologne
  These searchers have a clear intention, but it is not yet clear whether they need a real estate agent or not. Websites targeting these keywords should be more informative and only contain a call to action in the second step. The website can pre-qualify the visitor and explain why it is a good idea to use a real estate agent for the stated purpose.

Occasion-related searches

The last standard to mention is occasions. Occasions can be any reason that leads to a property being sold or purchased.

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

At the end of such an informational article, questions can be raised that are relevant and can be answered in a "non-binding personal conversation." 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 is unavoidable to use more specific keywords. In such cases, however, it should always be considered whether these are short-term, current 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 because, due to their limited lifespan, they may become irrelevant before the search engine has fully indexed and evaluated them.

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

Creating content for a keyword

Creating content that relates to a specific keyword is very important. It is important that there is enough content for the search engine to recognize that the page deals with the topic of the keyword.

You should use keywords in headings, texts, title and alternative texts of links and images, as well as in the file names of files and images on the website. The URL of the page should also contain the keywords in some form.

Of course, this is only a superficial explanation and the actual functioning principle of search engines is much more complex. But with the basic rule "If the page is meaningful and thematically fits the keyword, it will be ranked by Google," a large part of the work is already done.

AI for the basic text

With the advanced AI tools currently conquering the market, it is easier than ever to create texts. Whether you use one of the available tools or Ynfinite's AI text generator is up to you.

However, it is important to understand that AIs do not generate final texts. Search engines are clever and have developed mechanisms to identify texts created by AIs. Therefore, it is crucial to revise the texts after the AI has generated them.

Human editing allows the texts to be refined, adapted to the target audience, and given the right emotional appeal. It is human creativity and sensitivity that breathe life into the texts and give them authenticity. AI tools are merely a means of supporting the process and saving time.

So take advantage of AI technology, but don't forget to review and adapt the texts afterwards. Because 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 convincing search engines that the article is relevant. An article should therefore contain the keyword in a quantity that does not feel strange to a human reader.

By designing the content in such a way that it is interesting and appealing to the reader, you automatically meet Google's standards. The focus should always be on providing high-quality and informative content that meets the needs of readers.

Example:

• Good: As a real estate agent in Cologne, I know the real estate market and can evaluate 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 and can evaluate your property in such a way that you can get the most out of it. With me as your real estate agent, you are in good hands in the real estate market.

Accompanying keywords for the text

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

All accompanying keywords should also be included in the text. The more accompanying keywords can be meaningfully integrated, the better. By skillfully incorporating accompanying keywords into the text, you can improve the relevance of the content for search engines and cover a broader spectrum of search queries. This in turn increases the chances of being found by potential readers and offering them valuable information. However, accompanying keywords should not distort the text. This means that it is better to keep a meaningful text with meaningful content than to include an accompanying keyword.

Ultimately, the goal is to meet the needs of readers and offer them high-quality content that inspires them.

• Example:
  For the article "5 reasons to invest in real estate in Cologne," the accompanying keywords could be "condominium," "stocks," "care properties," and "financing expert." For search engines, these keywords may be related to the article you are writing in some way, but only the keywords "condominium" and "care property" make sense in your article.

In this case, it is perfectly acceptable to ignore the other two supporting keywords.

Report articles to the robot

If the page itself does not yet have a ranking or is poorly ranked, I recommend that you continuously generate content and then report it to the search engine right away. Ynfinite CMS generates the sitemap and search engines can read these sitemaps, but it has proven to be advantageous to report important articles directly.

To report an article to the search engine, proceed as follows:

• Google:
  1 - Log in to Google Search Console
  2 - Enter the URL to be indexed in the search bar
  3 - Click "Request indexing"

The Google robot will re-index the page in the next few days.

Recommendation for content in the first year

• Real estate agent / Regions text

Article:

• Once a month, a new region should be revised and improved.
• In the first week of each month, add meaningful text about a region.
• The text should contain the keyword "real estate agent in {region}".
• heading H1 must contain the keyword "real estate agent in {region}".
• The URL must contain the keyword "real estate agent in {region}".

The text should contain at least 2000 words.

News:

• New news items should be published on the website every week to maintain relevance for different regions. When creating these news items, it is important to include the keyword "real estate agent in {region}". A good mix should be aimed for here.
• At the beginning of each week, you select a regional topic. This topic does not necessarily have to be directly related to real estate; it can also be a topic that is related to real estate. The important thing is that we cleverly sprinkle the keyword "real estate agent in {region}" throughout the news item. This way, you can show that you know the region well and at the same time strengthen the regional pages. Perhaps you can put a link to the relevant regional page at the end of the news item and use a meaningful transition.

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

This example illustrates that news does not necessarily have to be property-specific and that you can still find a way to transition to a property topic if you are a little creative. By posting news articles regularly, you demonstrate your expertise and your connection to the region. You show your readers that you are informed about current topics and consistently deliver relevant content. At the same time, you strengthen your position as a trustworthy real estate agent who thinks outside the box and offers a comprehensive service.

A news article should contain a maximum of 500 words. It should be as fresh as possible and should be relevant to current events.

• Asset classes / regions

Once the real estate agent has been used as a keyword and all relevant regions have a meaningful article, the next step is to continue with 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 contain the asset class as a keyword, e.g., "condominium."
• If you use the search engine automation of Ynfinite CMS, you don't have 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. You would then not create an asset class as "condominium," but as "condominium in Cologne."

Here, too, an article should contain approximately 2000 words and be posted in the first week of the month.

News:

Just as news items were created for real estate agents, news items should now also be created for these topics. Once a week, a news item with a maximum of 500 words. The news items should still be mixed with news from the real estate agent sector in the regions. The pool of possible options will not get any bigger now.

Just as we created news items for real estate agents, we should now also generate news items on these topics. Once a week, a news item with a maximum length of 500 words should be written. It is still important to mix the news items with news items 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 then write a news item that deals with both an asset class and a region. The news item should be tagged with both categories so that Ynfinite CMS can assign it to the appropriate pages.

• Events / Regions

Once the asset classes have been covered and there is a meaningful article and some news items for each asset class, the events can be processed in the same way.

However, as already mentioned in the introduction to keywords, it should be noted that event texts should be informative rather than sales-oriented.

The number of articles and words is similar to the previous articles.

What happens next?

It is always possible to write an article on a different topic and save it in the news or blog section. Here, the keywords should always have a regional reference. Keywords without a regional reference are much more difficult to use and are also searched for less on average.

In most cases, writing one article per month and one (region-specific) news item per week is sufficient to keep a website fresh and interesting for search engines.

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