Search Can Help You Sell More Homes and Sign More Clients Through SEO
There is so much information out there about the best ways to do SEO for home builders. Almost too much. It’s overwhelming and oftentimes can be bad advice that potentially harm your website and ultimately your business.
Starting off your SEO with an audit opens up so many doors to find “easy fixes” that will not be too time intensive. For example, is your website on Google’s index and can it be crawled by a Googlebot?
An audit can reveal a number of great opportunities. Personally, audits that I have done in the past allow me to see the internal issues with your website that will need some analysis. Some examples include:
Verifying Meta elements
Checking canonical tags
Finding duplicate content
Checking for thin content
These are just a few examples of the more technical SEO side for your home building business. But, still very, very important and should not be taken lightly.
Optimizing Home Builder Content With Keyword Research
Your content begins with keyword research.
When performing your keyword research there is one thing that is always on the back of my mind. What is the intent?
We can break down keywords into three categories
To begin, transactional keywords are going to be your money keywords. These keywords are going to be used when someone searching for a cheap home builder is ready to make a hiring decision.
For example, I am optimizing this post for [home builder SEO] because my goal would be to help home builders with their SEO strategy.
These are keywords that will have a bit more competition (meaning it will take some time to begin ranking) but will have a higher ROI.
Take a look at a few examples using some various home builder transactional keyword variants:
[home builder near me]
What am I looking at here? I am looking at the organic results (at the top there are the local results or map pack. Want to find out more about the map pack, check out this recent article) or “blue links”.
When a person runs this search you can see that there is a mix between business directories and various companies. The competition would be high here because of the authority of the directory listings that are found in these SERPs (Search Engine Results Page)
Related: Barnacle SEO – What is that and why should general contractors know about it?
[cheap home builders]
Notice anything different? By using opportunity keywords like “cheap” and “best” in front of your primary transactional keyword of home builder – you now have another opportunity to optimize your homepage for this great keyword.
Related: How to Optimize Your General Contractor Homepage Title Tag
[cheap home builders denver]
With this search that I ran, I decided to put the geo-modifier of “denver” on the tail end of the transactional keyword. Therefore, you can see that the local map pack or the Google My Business listing populates at the top with the organic results showing up just below.
Why is this important? This is just another great opportunity to optimize your Google My Business (GMB) listing for this as well as show up as a “blue link”.
Want a list of transactional words that you can use for your home builder business? Find out more here.
Perhaps my favorite type of keyword would be the informational keyword. To begin, an informational keyword is a person searching for more information around a certain topic. Most of the time (and best practice) would be to circle these keywords around your blog. These are often referred to as “long-tail keywords”. In fact, Moz.com claims that 70% of search traffic will come from these types of keywords. Very important. That is why developing a content strategy for areas of your business is crucial for these keywords.
When it comes to thinking about these informational keywords. Consider the following:
What are areas of my business that I would like to grow/improve (kitchen remodels, bathroom remodels, etc.)?
What are some questions that I receive during a consultation/estimate that I can put as content on my website? What about certain keywords?
Does my current blog generate organic traffic, if so what are the top performing pages? Low performing pages? Identifying these can help the latter for finding keywords that may be low hanging fruit.
Some examples of informational keywords can include:
cost for refacing kitchen cabinets
bathtub to shower conversion
how much does it cost to paint a house
Here is a breakdown of what the search results page shows us from one of the keywords provided above:
Featured snippet – great search real estate to own and can oftentimes lead to higher CTR.
PAA section – while it is possible to get listed here you should consider these questions and think how you can add them to your content.
Local Map Pack
Organic search result
As you can see, there is a lot of search real estate that surrounds some of these results, so getting to your website presents the searcher with a lot of options based on their intent.
Want a list of information keywords? Let’s get started.
These are the types of keywords that will be geared towards more branded types of searches. For example, when a searcher searches [rocky mountain home builders]:
You can see that the home page for this home builder company will result along with other citations that they are listed on.
Pro tip: Run a PPC campaign for branded keywords against your competition.
Running a Technical SEO Audit
One of the biggest pain points that I have run into running SEO audits comes from the technical side of website optimization. There are a lot of moving parts to a website and understanding where improvements can be made and find other areas of opportunity.
Some issues you can identify by using a tool like ScreamingFrog include:
Identifying duplicate content
Canonical tag errors
Fixing error status codes
Image optimization / missing alt tags
Writing Content for Home Builder SEO
Content is so powerful and if you provide clear and useful content for your audience it can have a major impact on content-rate-optimization (CRO).
A lot of the time, most home builders will just write content to write content and then boom they are doing SEO!
You have to consider the following for your content:
What is the intent? (see above)
What am I trying to accomplish with this post (sign a new free estimate, sign a new appointment, etc.)?
How long do I need to make this content? You don’t need to write 1000+ words if it’s not necessary. If you can write it in 500 words then that’s all you need.
Is this content engaging?
When you hear an SEO say, “What’s the value of that link?” Most of the time, they are talking about a number of factors for the link. Therefore, it requires some clarification.
Links are the currency of the internet. Links help build authority to your website and there are various tools you can use to define the value of the link and decide whether or not it’s worth going after.
Link building is a long-term game, and if you keep consistent with it you can really put yourself ahead of your competition.
I always like to think about link building similar to working out. I am not going to have a six pack after doing one sit-up but if I continue to go after them and set goals then over time it will begin to develop.
Ready to Get Started with Home Builder SEO?
Thanks for taking the time to read a little bit about the power of home builder SEO and what it can do for your business. If you would like to get started on your SEO feel free to send me an email or give me a call.
I started the Webmasons to help home builders with their SEO and give my insights based on my experience working in other niches.