seo for realtors

January 20, 2017

9 tools to help you succeed with Google SERP features

Columnist Jordan Kasteler notes that strong search performance requires more than just ranking well in organic results. The tools listed here can enhance your existing listings and help you to appear in other places on the search results pages.

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It’s no secret that Google is in a constant state of change. The “ten blue links” that used to comprise a search engine results page (SERP) are diminishing in importance, and new features are becoming more essential with every passing month. From image results and local packs to site links and knowledge panels, Google is reshaping search marketing.

Clearly, focusing only on your website is no longer effective. Ranking higher than your competitor in Google’s organic rankings is less meaningful if that competitor is displayed in, say, an answer box. The current name of the SEO game is acquiring as much page real estate on the SERPs as possible.

For example, a best-case scenario for search would be to do well in AdWords results, land a featured snippet, get a spot in a local pack and rank high in the organic listings. It also helps to have a presence in the Knowledge Graph and be seen in video snippets, images and news feeds that show up on Google.

To really create a competitive edge in this changing SEO landscape, don’t hesitate to get a little help from some friends — and by friends, I mean tools that help you leverage SERP features.

Here are a few such tools that can sharpen your SEO sword:

1. Yotpo’s Search Enhancements

Do you work in e-commerce? If so, you’ll definitely want to look into Yotpo, which focuses on integrating reviews into your website for greater SERP visibility. Its helpful, SERP-enhacing features include:

  • inline SEO: Includes reviews as part of a website’s content. The goal is to give an online store fresher content and a wider variety of potential keywords to rank for.

yotpo inline seo

  • Google Product Listing Ads with product ratings: Yotpo can help your Google Shopping and search results display product ratings, which can make your listing stand out from the competition.

Google Product Listing Ads

  • rich snippets: Yotpo helps an online business become more visible on SERPs through review and rating rich snippets.  

Yotpo Rich Snippets

2. Google’s Structured Data Testing Tool

Structured data is one element that really revs up today’s SEO. Because it labels a website’s data to make the website look better to Google, structured data boosts visibility and helps skyrocket traffic. Although Google doesn’t consider it mandatory for high ranking, using structured data is certainly recommended.

Are you using structured data effectively? Are there any errors that need to be fixed in your schema markup? The good news is that you don’t even have to ask these questions. Google’s Structured Data Testing Tool will tell you if anything is out of place, making it easy for you to fix any issues.

Google structured data testing tool

Want to learn more? Here’s a useful guide.

3. Data Highlighter

This ultra-handy webmaster tool “teaches” Google about how you structure your website’s data. It lets you quickly and easily tag your site’s data fields so Google can better display your website in as many SERP features as possible.

Google Data Highlighter

4. Schema-friendly WordPress themes

To really make your SEO activities much easier, do yourself a favor and take advantage of the many free WordPress themes with schema markup built right in. There are schema-friendly themes for many kinds of industries, formats and blog platforms. When creating a blogcompare blog sites to know the best fit for you.

mythemeshop seo wordpress themes

5. Schema markup WordPress plugins

Also, as you may have suspected, several schema markup plugins are available. A few of them include:

  • Schema App Structured Data: This tool allows you to edit your WordPress site’s schema markup directly, even if you have zero coding knowledge.

schema wordpress plugin

  • WP Rich Snippets: This is an excellent plugin to explore if you run a review site. It helps you mark up your content so your site will be as accessible as possible to Google.

Wordpress rich snippets

All in One rich snippets


6. Moz Pro’s Advanced SERP Feature Tracking

Moz offers an excellent tool to help you stay aware of the vast SERP feature environment. They market their Advanced SERP Feature Tracking tool as containing the most comprehensive data set on the market.

This tool provides analysis of featured snippets, image packs, in-depth articles, local packs, knowledge cards and knowledge panels, site links and more.

Moz SERP features

7. Rank Ranger’s Google SERP Features Tool

Rank Ranger’s SERP Features Tool tracks the presences of various SERP features over time. How often is a particular feature appearing? Is its presence within the SERPs generally increasing or decreasing?

According to Range Ranker:

This free research tool can be used to benchmark and explore the presence and trending of Knowledge Graphs, Ads, Images, Local Pack, News Pack, Related Search and Organic Results counts, plus special page indicators (e.g., breadcrumbs, events, HTTPs, ratings, notable online, image and video thumbnails, search box, sitelinks, Twitter pack, etc.)

Rank Ranger SERP features

Rank Ranger also provides a helpful guide to all the existing Google SERP features, including visual examples of each, here.


This is an excellent tool for discovering if any of your keywords trigger SERP features such as answer boxes. STAT tracks 20,000 websites and 218,000 consumer products daily.

STAT tool

9. SEMrush

SEMrush is useful when you need competitive data. Use it to find out if the keywords your competitors rank for trigger any SERP features like featured snippets, local packs, Knowledge Graph panels, Google News and so on.

SEMrush tool

Don’t go it alone!

Effective marketing has always been a complex endeavor, and Google’s constant innovations don’t make things any easier. But with change and innovation comes progress.Scott Lazerson

Staying current with SEO best practices will only give you a competitive advantage, and that’s where these tools come into play.

To be the best SEO practitioner, always be on the lookout for valuable tools that can make you more proficient. Experiment every day, use the apps that work for you, and know when to abandon the ones that aren’t improving your processes. Just like a good mentor, new tools can help you reach higher levels of success.

January 19, 2017

4 Fundamentals to Creating a Perfectly Optimized SEO Page – Real Trends

Learn how to create the perfectly Optimized SEO page for you and your business. Don't miss out on these steps to create the best SEO page possible.

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When it comes to creating a perfectly optimized SEO page for your real estate brokerage, you must first cover some fundamentals that will ensure you are taking the right steps toward optimizing your website to its full potential. Below are four steps to take when creating a new page on your website.


  1. Provide Value. Providing value for a potential home buyer or seller means first understanding what they are looking for when coming to your website. Each page on your site should be catered to a specific experience that provides laser-targeted value. For example, a community page on your website should shed light on the value behind the community and why they should look at properties within that particular community. Providing this invaluable experience will ensure they do not bounce from page to page.


  1. Easy Navigation. Navigating a website from page to page should be straightforward, predictable and progressive. This means having a clean design and user experience with specific calls to action that are placed in the right place at the right time. An example of easy navigation can be adding a Get More Information or Check Out Property button below each property listing on a listing’s landing page.


  1. Responsive. Responsive means that your website is 100 percent mobile friendly on a phone or tablet. More importantly, it means providing a seamless experience for mobile visitors when they access your website from any mobile device. An example of effective responsiveness on a website can be making sure that galleries and property images resize and adjust accordingly when a visitor is navigating your website on a mobile device.


  1. Keyword Targeted. Keywords should be at the forefront of any SEO-optimized page. Keywords should be placed and used accordingly throughout the page to maximize usage and optimization elements. Keywords should be placed in the meta data and URL structure of the chosen page. From there, keywords should be placed throughout the copy as well as in the header and subheadings of your page. Lastly, any images or graphic elements should be optimized with your keywords to give more value to the page and provide targeted relevancy for the visitor.
January 19, 2017

5 Must Have Keywords for Real Estate SEO • RealtyBizNews: Real Estate News

Location, location, location has served as the longstanding battle cry of real estate professionals, but ever-growing cyber property scouting has developed

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Location, location, location has served as the longstanding battle cry of real estate professionals, but ever-growing cyber property scouting has developed a new significance to the 3-L mantra that goes well beyond a physical address.

Although street names and neighborhoods can make or break a property’s desirability – and, therefore, sell-ability –  perhaps the most important location feature of all is where your listings rank on internet search results.

The Dawning of Digital Real Estate Shopping

Real estate SEO is becoming increasingly important, particularly as the volume of mobile web searches continues to expand. According to a study conducted by the National Association of Realtors, 43% of real estate shoppers in 2014 started their search online first, while a whopping 88% of buyers visited a real estate website at some point during their search. And these numbers continue to rise as the digital age unabatingly dictates our actions, including the way buyers find properties.

It is this increasing reliance on the internet that makes  SEO for real estate an unavoidable necessity. Nowadays, to get your listings in front of the right prospects, it’s all about discovering the same combination of real estate keywords your prospects are using to find you, and then broadcasting those keywords on every digital outlet for maximum online searchability.

Top Real Estate Keywords that Trigger Buyers

The real estate industry presents a unique opportunity for SEO, specifically in the fact that its audience is highly local. That said, you should focus your efforts on ranking high in local SEO, that is, appearing when prospects search for properties in the area you serve.

And while each property listing needs to be unique, you should include a few basic keywords when crafting your real estate SEO formula:

Item of Interest

Are you selling a house or condo? Are you leasing an apartment or duplex? The real estate industry is an expansive one, so make sure you specify what exactly is your specialty. Also, consider the different terminology prospects might use when searching for your listings, like homes for sale vs. houses for sale. Try to cater to each variation as much as possible.

Market Name

Over 69% percent of online real estate searches start with local keywords. Emphasize the specific markets you serve to make it easy for buyers searching in those areas, such as (City) Realtors or Rental Homes in (City, State).


If you serve a well-known neighborhood or area of town, include that information on your website and in your listing description, such as Homes For Sale in (Community).

Unique Features

Waterfront home? Gated community? Swimming pool? Five acres of land? If these things matter to the right buyers, they will include them in their online search, which means you should include them in your listings.

Job Title

Website visitors may automatically assume your role as agent or broker, but that does not mean the search engines will. Buyers searching for Find a Realtor in (Area) or Real Estate Agents in (City) can find you easily if  you include your full job title in your website profile or bio.

Of course, your prospects don’t simply search for realtors or waterfront homes. For narrower targeting, combine any of the above keywords and make them as specific as possible, like New Homes For Sale in (City). Or, consider highly specific copy like Home For Sale 3 Miles from Downtown (City) for individual listings.

Going Beyond Keyword Discovery

Determining the real estate keywords and phrases prospects use to find you provides a challenge in itself, but it doesn’t stop there.

To get the best results, implement keywords and phrases throughout your website, not just your individual listings. You can add keywords in your About Us  web page, home page, and other landing pages that feature specific services. Make sure you use each keyword  multiple times in your web copy, but only as long as the copy reads well without sounding like keyword stuffing.

Once you begin actively pursuing better SEO tactics, tools like Google Analytics can help you determine which keywords and phrases are driving web traffic so you can continue to optimize your website and listings.

SEO may seem like a constant work-in-progress, and truthfully, it is. But with enough practice and planning, you can upgrade every web page and listing to move-in ready status and prepare them for their new location at the top of your prospect’s search results.