Sourced through Scoop.it from: searchengineland.com
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:
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:
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.
Want to learn more? Here’s a useful guide.
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.
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 blog, compare blog sites to know the best fit for you.
Also, as you may have suspected, several schema markup plugins are available. A few of them include:
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.
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 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.
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.
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.
Sourced through Scoop.it from: realtrends.com
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.
Sourced through Scoop.it from: realtybiznews.com
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:
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.
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).
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.
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.