Whenever a new single property site is created in your account, you’ll see a bunch of options for promoting those sites (directions below). An important marketing feature available on all of your sites is the “search engine metadata” option that can be found on the “Edit & Promote” page in your account.

This allows you to manually adjust the SEO tags (the keywords search engines look for when determining where your website shows up in search results). From here you can configure:

TITLE tag

This is probably the most important tag with the biggest impact on the visibility of your property site in search engines. This tag is what shows up as a clickable link in search results. When determining what to type in here, be sure to think about the specific keywords potential buyers are searching for, and include them here. Try to stay away from using punctuation, and be sure to keep this to about 12 words maximum.

META Description 

This should be a short paragraph or one sentence about the property. Don’t go crazy here! Make the description re-enforce the TITLE tag by reusing your main keywords whenever possible.

To configure your metadata options:

1) Log in to access your account dashboard

2) Scroll down near the bottom of this “Manage Sites” page, and click the “Edit & Promote” link to the right of the property site you want to configure.

3) Click the “Search Engine Metadata” link under the Promotion column

4) Follow the instructions on the right side of the page, and click the SAVE button at the bottom of the page.

We have made this as easy as possible, and all you have to do is fill out the fields and click the save button. The information will then automatically be put into the HTML code of your single property site, so you never have to worry about messing around with headache-causing HTML!

The post New and improved SEO features for property sites appeared first on Real Estate Marketing and Property Marketing Blog by Single Property Sites.

While the success of both depends on the keywords you choose, there are specific things to consider when conducting your research:

• Search Volume
  In your SEO research, you want to find the keywords with the highest search volume.  With PPC keywords, search volume is not as important.
• The reason:
  You don’t have to pay each time your website appears in search results via your SEO efforts. You DO have to pay each time someone clicks on your PPC ad.  Therefore it makes sense that you don’t want it to show up in 1,000,000 searches per month. So instead of choosing a broad keyword like “real estate” which has a very high search volume, you would be better off choosing a more targeted set of keywords that have maybe the second or third most traffic.
• Keyword Focus
  When researching keywords for your SEO campaign, you want to find those with a broad focus, while you want to find more narrow and specific keywords for your PPC campaign.
• The reason:
  With your SEO efforts, you want keywords that cover many different streams of incoming traffic.  You want your website to appear in front of as many people as possible.  With PPC, you want to target specific keywords that relate to exactly what type of customer you are targeting.  For example, if you specialize in selling condos in Denver and you choose “homes for sale” for your PPC campaign keyword, you will likely end up having to pay for people searching for other types of properties in other locations around the country. Those clicks will be irrelevant because that isn’t your target market. A much more targeted keyword like “townhomes for sale in Denver” will get your name in front of a group who IS looking for your type of properties. Again, cost per click is a huge determining factor.

• Motivations
  People conduct searches for a whole variety of different reasons.  Your job as a real estate professional is to discover these reasons, and how you can leverage them into maximum profit for your business.  Is someone simply browsing for more information on the mortgage process, or are they looking to refinance their home?  When deciding on PPC campaign keywords, you want to focus on those that will bring in buyers, not browsers.  For example, someone searching for “mortgage” is less likely to become a customer than someone who searches for “how can I refinance my home?”.

While there are certainly many more deciding factors when it comes to keyword research, the items mentioned above are a good starting point.  In the end, it’s NOT a matter of deciding whether to pursue SEO or PPC in your real estate marketing strategy, it’s a matter of effectively using them both in tandem, to maximize your search engine traffic.

The post Using SEO and PPC to Boost Your Real Estate Marketing Strategy appeared first on Real Estate Marketing and Property Marketing Blog by Single Property Sites.