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Introduction to SEO | Property Investment Lead Generation

Search engine optimisation (SEO) is an often overlooked but important part of a company’s marketing strategy. Business owners and marketers alike can often feel overwhelmed by the amount of information surrounding SEO, so we have prepared this article as an overview of the process.  

Understanding the basics of SEO can help your company rank higher on search engines and help to drive traffic to your website, bringing in visitors for years to come. So, how exactly does SEO work, and why invest time and marketing budget into it?

What is SEO?

Fundamentally, SEO is about ranking well on a search engines results page. With over 97% of people using search engines as a source of information during their home search, appearing high on search platforms is one of the most important elements of a property investment company’s success.

SEO is a ‘slow burn’. Successful SEO will take months or even years to get the results you are looking for. The difference between SEO and other forms of lead generation such as paid social is that, where paid ads will yield immediate results at a greater expense, the time and money put into SEO will generate an increasing number of organic leads as time goes on. This will in turn reduce your marketing spend when it comes to cost per lead.

Search engines will scour the web to find content that best match the users search query by using keywords.

Keyword Analysis

Using the right search terms, known as keywords, on the webpage or blog post you are trying to rank for is perhaps the most important part of SEO. Keyword research should be undertaken before you start preparing your content.

If you are trying to rank well for a blog post for example, your aim is to target a keyword or keywords that are related to what you do as a company, have high search traffic, and have low competition. Striking the perfect balance here will be challenging.

SEO Analysis

There are tools available to help with your keyword research. To further improve your chances of appearing for your target keyword(s), it will be beneficial to know the distinction between short-tail and long-tail keywords.

Short-tail keywords are made up of no more than three words and make up the more general keywords you will be targeting, an example being “UK Investment Guide”. Long-tail keywords are longer and more specific key phrases such as “How to invest in UK property in 2022 guide”. Targeting several short and long-tail keywords is the recommended approach.

Best practices

You can also enhance your search rankings by:

  • Ensuring that the text length of your page or post is at least 1,000 words
  • Adding images with relevant alt tags & video/audio that complement the text
  • Adding both relevant internal & external links
  • Ensuring the title and meta descriptions match your keywords

By following the above, you should have the foundations in place to start building traffic to your page. However, to further improve your chances of appearing in the organic search results on search engines, you should aim to secure backlinks to your targeted page.

Backlinks

Your competitors will most likely be securing backlinks to the pages they want to rank for. Securing a backlink means having a site add a link to your page on their site, usually contextually as part of a blog post.

The reality is that many backlinks will have been paid for from high quality sites. In the property investment sector, you may face difficulty finding high quality websites that will be willing to link to your page for no cost.

Whilst it is possible to receive a free backlink, these are harder to achieve, especially as your site is growing. It is always possible if your content is of a high standard though, and there is no harm in reaching out to the website owner to see if they are willing to link to your content or are open to a link exchange.

REMM have spent many years building relationships with websites and link providers to help get your content ranking for the right searches.

Content is key

The most important part of SEO is having content rich, keyword optimised pages that satisfy the above recommendations. To help enhance your SEO, we are currently offering a free SEO report and a one to one, 30-minute session to help maximise your chances of getting strong results on search engines.

Get in touch with us here to find out more, we would love to hear from you.