Just as there is no point in having a shop if no one knows where it is; there is no point investing in a professional website for your property or Construction Company if it does not appear in search engine results for appropriate search terms (keywords).
It is all very well ranking number 1 in Google for your company name or the name of the property development –but what about the thousands of potential customers searching online for your services or property that have never heard of your company or the name of your development?
How will these people find your website?
Real value can be found by attracting ‘new’ visitors to your website – those that have never heard of your company but have a real need for your offering.
This is where search engine optimisation provides real value for companies operating across residential and commercial property and construction sectors.
Here are our 3 key stages for ensuring your website ranks for target search terms:
1 Keyword Research – You need to know the best keywords (search terms) for your site to rank for. You need to consider what people will search for if they are looking for your services or offering. If you are targeting traffic from a specific geographical location, or for people looking for one specific service then these factors should inform your selection of target keywords.
A less competitive search term will give you a higher chance of ranking highly in Google.
For example: ‘commercial property management company Bristol’ would be a far more targeted and easily achievable search term than ‘commercial property’ for a Bristol-based property management company.
Your target keywords should be considered and updated on an ongoing basis according to changes in your Google rankings and your changing business objectives.
2 On-Site SEO – Once you have determined your target keywords you need to ensure your website reflects these keyword choices. This means assessing and changing the content of your site as well as on-site elements such as page titles, page descriptions, H-tags etc
It is essential that on-site SEO is undertaken prior to off-site work, and is continually monitored and changed to counter changes to Google algorithms and your changing target keywords.
3 Off-Site SEO – Once your target keywords are determined and on-site optimisation has been undertaken then a sustained off-site campaign should be delivered.
Primarily this will take the form of a sustained link-building campaign – focusing on attaining quality links from relevant sites with Google credibility.
Search engine optimisation for property companies is about ensuring your site is found by people searching online for your services or your properties – the sooner you invest in optimising your website the sooner you will benefit from increased traffic, enquiries, leads and sales.