Keywords are the foundation of any Search Engine Optimization or Search Marketing campaign. If you don’t know what keywords are being used in searches by the people you want to attract to your Web site, you can’t effectively market through the search engines to those people. If you don’t know the keywords:- you can’t optimize your Web Site properly.
- you don’t know what keywords to put in Links pointing to your site.
- you don’t know what keywords to bid on in Pay Per Click programs.
- you don’t know where to place your Directory Submissions.
- you don’t know what keywords to put into your Press Releases.
You need to know the exact keyword phrases that searchers are using to look for your real estate market area and niche. You then also need to identify the keywords with the highest demand vs. lowest supply. These are the keywords that you can afford-ably have greater success with initially.Keep a focus on your master keyword phrase and those keywords with the highest demand to lowest supply ratio - these are the words you can use page by page. Your master keyword phrase should be optimized on your home page and used throughout your website, while your individual keyword phrases should be split, one for each page. Try to avoid having your pages compete against themselves!
Here are the basic web site HTML tag elements that you need to be aware of.
- Title: is the tag around the phrase that appears right at the top of your browser, in the blue line. You need to make sure that your keyword is included in that Title tag.
- Meta (Description): This is the tag that search engines pick up and display in the search results. Make sure the description contains your keyword, not more than twice, and that you use compelling, intriguing copy. This is what a searcher will see when your site’s results are displayed so make them want to click.
- Meta (Keywords): This is where you list your page keyword. Then secondary keywords, including the master keyword for the site. This tag is not visible to the reader, but tells the search engine what to expect. If there is a keyword conflict here, it will adversely affect your position.
- H1 to H4: These are the various “Header” tags which show that the text is an important Headline. H1 is the biggest font, and they get progressively smaller. You should use at least one header, right at the top of the page, containing your keyword for that page.
- Body: This tag sets the body copy for the page. You should always aim to have your keyword in the first 90 or so characters, or the first sentence. Include it a couple of times in the body copy, but use it naturally and don’t “stuff” lots of repetitive keywords – the engines are programmed to pick it up and treat it as spam. Ensure that you use your keyword in the last sentence of the body copy.