What is SEO?
It’s a term you hear every day, but what is SEO and how does it work? In simple terms, Search Engine Optimisation (SEO) is the way that you increase the number and quality of visitors to your site. Better SEO means your pages are the first answers to their questions and they love engaging with the content you offer.
Estate agents often ask us to explain what SEO is to digital marketing. Well SEO is a way of marketing your business, but the great thing is that once it’s set up, it will keep paying you back.
And have you heard of On-page SEO? Well, that’s when you take a specific page of your site and really focus on making it serve a particular searcher, question, or customer intent. You use the building blocks of the website, as well as the content, to make this page please the searchers.
SEO is important for estate agents: people’s first instinct is to go online. In property, they’ll include specific search terms that you can learn and include, so your site will always deliver what they want.
What is Local SEO?
Local SEO is a major element in how people find estate agents online, because most property search is localised. So what is local search? Well, people enter in search terms that go right down to street level, and Google shows them local businesses from Google Maps at the top of their search results page. So using Local SEO helps build your online visibility at the local level, around your ‘patch’.
Local SEO is relevant for estate agents’ websites because it’s normally the primary source of traffic and leads, bringing new customers to the brand. Remember that the majority of users start their property search online and on Google, so that’s where you need to be.
What is Domain Authority?
Domain Authority (DA) is a metric of how trustworthy and popular a website is and a predictor of how well it will rank in search engines. It’s how you use quality and connections to help your site achieve better search rankings.
What is a good domain authority depends on the quality of your online connections to others. This could be through, for instance, link building: appearing in the most relevant local directories and websites. Links could also come from competitor analysis—understanding which sites your competitors are appearing in, or should be appearing in, and making your own approach. You can also build an expert voice on property topics by being featured in industry or local blogs, with publishers and partners, by guest blogging or sharing your content with their audiences.
This is important for estate agents because being at the top of listings isn’t enough; the most effective way to stay at the top is to show that your website, content and talents are first-rate, and are seen as such by the people who matter: your future customers!