Online Marketing: Search Engine Optimization Parallels Home Buying

Real Estate is an industry most people have a relatively good grasp of. Almost everyone will own a home at some point in their life. And even if they don’t, they’re likely to have researched it seriously. Few purchases in life are as heavily scrutinized as a property.

As such, many consumers have a strong understanding of the elements that are considered most important to real estate value: 1. Location 2. Foundation 3. Structure

Foundation: Most folks understand that a house is built from the foundation up. If the foundation isn’t solid, everything else can be compromised. The same is true of your SEO initiative, see: Austin SEO. A solid foundation is crucial to long-term success. And in SEO, keyword research is your foundation. Everything you do must be built upon it. Without an analysis of customer search behavior and the competitive landscape of the industry, an SEO program will lack the insight needed to get off the ground. Just like a house with a weak foundation.

Structure: While a foundation consists of building blocks of a solid residential structure, it’s only a fraction of the entire house. How many residents will eventually come to live upon this foundation? The main purpose of a home’s foundation is that it serves as a permanent base for the entire house. In the end, the quality of the construction equally as important as the foundation when evaluating a property’s value. As in the classic storybook tale of the three little piggies, a straw house has no value.

As you may have guessed, your website is your online house. And Google is the property inspector, assessing a wide range of factors on your website to determine the true quality of your structure. Just like in real life, architecture is crucial in the assessment of property value, as is the quality of materials used in building that structure. From an SEO perspective, property materials include:

1. Website coding: Best practices coding and structure is essential to enable Google to properly index every line of code on your online property.

2. Web site content: The old adage that content is king is as relevant as ever. And with the appropriate foundation work (keyword research), your content can be crafted to deliver maximum SEO impact via body content and other on-page elements (page titles, headings, anchor text etc). For example, if you have a page on your site related to web design, the content and wording on the page should be related to this phrase.

Location, Location, Location: The final variable of the property value equation is the address. External factors will always influence the value of a property. Even luxury properties fail to realize optimal value if they are located in low value neighborhoods. Off-property factors such as crime activity and demographics contribute significantly to real estate valuation.

Likewise, circles of association play a crucial role in Google’s assessment of a web site. From an SEO perspective, high quality links will ensure your website has a great location. Search engines analyze the links to each website to determine the quality of the location in which it resides. If your site is connected with link farmers and spammers, you can’t expect search engines like Google to attribute much value to your property. You’re in the online hood.

Top Google rankings do not happen by accident. If you want to prove to the search engines that your company should show up at the top of search results, make sure your website, its content and your link building efforts are focused quality over quantity.

Aaron Kaiser is the Business Development Director for Web Design Austin SEO,, a firm that provides search engine optimization, web development and design services in the Austin metro area and throughout Texas.

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