4 min read
The home builder market is only going to get more and more competitive in the years to come. These just having a website or a digital presence is not enough to cut it. You have to use SEO marketing strategies to keep up with the current trends in order to obtain top ranking results in search engines such as Google.
SEO, or commonly referred to as Search Engine Optimization, is the process of optimizing your website to obtain quality organic traffic from search engines results pages, such as Google, Yahoo!, or Bing. It works by editing a website’s content, code, and design to make your site optimally tuned for search engines. Therefore making your site more qualified to rank higher in search inquiries.
Good SEO techniques rely on authority, relevance, and trust with your target audience. When you think of using SEO techniques to increase visibility and authority for your home builder business, think of it in the long-term. Don’t expect an immediate jump in traffic and sales just because you optimized one of your webpages or blog articles.
It will take months or even a full year to realize positive results and benefits from effective SEO practices. Many company’s biggest weakness is not optimizing their website content regularly. It’s advised that you should check your content such as blogs, press releases, link building strategies, and so forth regularly to ensure you are up to date with the latest industry changes.
How often do you search for something on Google? Probably more than you think. In fact, there are over 40,000 search queries every second on Google alone. Other search engines and Google have a critical role in SEO marketing because they are constantly updating their algorithms and databases to improve the user’s experience and search results.
Google has the ability to make or break your home builder’s website. Google can actually raise or punish certain websites depending on their digital content and design. For example, Google prioritizes fast websites, mobile-friendly sites, and prefers websites that use https encryption.
They also track backlinks, or links on other websites that send consumers to your website when clicked. Quality backlinks that are built up over time are an invaluable tool when it comes to moving your site up the rankings.
On the flip side, however, Google penalizes websites with low-quality content, websites which take a long time to load, and sites with too many advertisements above-the-fold. Google is simply making the search process better for consumers. It does everything in its power to offer a seamless transition from the search list to the desired site.
Without implementing and maintaining effective SEO techniques, your home builder’s website might dramatically drop in Google’s search rank. Even if you are ranked #1 for a specific keyword or phrase, without continual updates to SEO, it’s only a matter of time before you lose your high rankings.
Like I mentioned earlier, SEO is not a one-time task. It’s more like a marathon than a sprint. It requires time and energy to drive website traffic and ultimately fuel your business. Google will forever make updates to its algorithms, but will someone continue to make updates to your website and content?
Your competitors will also not stop in their SEO efforts. By not keeping up with your SEO, your website runs into the potential risk of losing your page rank to your opponents, dropping your domain rank over time, and losing backlinks. Backlinks already naturally get lost over time due to being buried deeper and deeper into sites which upload up-to-date content regularly.
Unlike most professional home builder marketing strategies, SEO is relatively cost-effective. Plan to budget for a minimum six months to a year to achieve the benefits of SEO.
A recent study revealed that organic traffic results are approximately five times more likely to be clicked on than a paid advertisement. Investing in SEO is clearly the better value in search marketing and should be your best long-term strategy.
Understanding the complex data that occurs behind the scenes of a site might be confusing at first, but with the help of a third party such as an advertising agency or SEO expert, your home builder website can gain key insights into your target market.
Appreciating how SEO impacts ROI will take time so be patient. One of the most common ways to approach SEO ROI is by focusing on short-tail, short key phrases like “bike” or “new homes”, and long-tail keywords, which are longer phrases that target a more specific market. Adding these keywords to your website or blog can help drive traffic in a low cost and effective manner.
There are many SEO-related tools out there to help your home builders firm get started, one of them is called Yoast SEO. Yoast makes the web visitor’s experience better by supplying you tips for improving readability and design strategies. It also helps pinpoint areas on your pages, blogs, and posts which need help.
Incorporating SEO in your ongoing business model provides long lasting results for your company. With more people visiting your site, more people will be aware of what your business has to offer and will increase the chances of making a sale. Plus, it will help to increase your overall brand awareness.
In order to make more sales, consumers must be led down the marketing funnel of your home builder business. A marketing funnel illustrates the customer’s journey towards making the purchase from start to finish. SEO sits at the top of this funnel by being a driver for traffic with the proper keywords search for your consumer.
Companies with great SEO scores have the perception of being highly credible in the marketplace. After all, the consumer has a much better user experience on optimized site versus unoptimized sites.
After understanding the many benefits of using SEO for marketing, there is no question as to why your firm should take advantage of the SEO marketing trend. Establishing an effective online presence and maintaining it with SEO efforts will drive sales. It can also drive website traffic and overall be better for your business over the long term.
About Terry Zelen
Creative Director | Consultant | Author | President of Zelen Communications
Terry Zelen is a seasoned Creative Director with more than 35 years of experience in Home Builder advertising and marketing.
He is the founder of The Punch List, which is an online blog to help inform home builders and developers on strategic marketing insights to fuel their firm.
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