Buying Your Real Estate Website Top Ranking In Google
March 25, 2009
Spending your marketing dollars on getting your real estate website ranked highly in major search engines is one of the most cost effective means of advertising anywhere. In previous articles I’ve spoken about earning your way to the top of search engines. In this article I’ll deal with buying your way to the top of search engines.
Buying your way is done by investing in what’s known as a Pay Per Click advertising campaign. When you get a search results page in a search engine, you’ll notice there are Sponsored Ads along the very top and extreme right of the page. These are Pay Per Click ads. Each of the advertisers in this section is paying the search engine every time someone clicks their ad. The advertisers specify which keyword phrase searches they want their ads appearing under. For example, a real estate professional may want their Pay Per Click ads appearing on search results pages for searches like “Scarborough real estate” or “Scarborough homes” or “Scarborough condos”. If more than one advertiser wants to be found in search results for a particular keyword phrase, the advertiser who’s willing to pay the most per click gets the best positioning on the results page.
Here are a few tips for getting the most out of a Pay Per Click campaign:
Less Is More
“Real estate” is one of the top 5 searched phrases in the world in search engines. Consequently, you need to be very careful about which keyword phrases your ads are associated with. The more popular the keyword phrase is, the more expensive it will be. Being found under broad search phrases (eg. “Toronto real estate”) is much more expensive than a neighborhood specific phrase and won’t necessarily get you better results. It’s far better to get found under 10 less popular keyword phrases than 1 or 2 popular phrases. You’ll get lesser traffic with less popular phrases, but these prospects will be better qualified.
Use Very Specific Keyword Phrases
Using very specific keyword phrases is very important. The reason is there may be multiple instances of many neighborhood, town and city names throughout the world. You don’t want to be driving traffic to your Pay Per Click ad for “Rosedale real estate” when there are many places named Rosedale all over the world. However, you would want to be known for “Rosedale Toronto real estate”.
Learn more about Pay Per Click advertising campaigns by taking my course Building Your Ecommerce Business. This course was been approved by the Registrar, REBBA 2002 to qualify for 6 Credits.
Filed under: SEO For Realtor Websites
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