Drive Loads Of Traffic To Your Real Estate Website Now With Google AdWords Part 6

October 29, 2010

Another basic principle to keep in mind that’s in line with Long Tail is that searches move from general to specific.  When someone first starts researching a topic they are not 100% sure of what they want, so they start their search in broad terms.  As their search progresses and they size up various options they know more and more what they want.

For instance, if someone wanted to buy a home in Toronto they might start their search with very general terms such as “Toronto Real Estate” or “Toronto Homes”.  This opens them up to the broadest number of options available from which they can start narrowing things down.  Based on their initial search they may realize within Toronto they can only afford a condo with, so their searches will then focus on finding a condo only.

When they start looking at various Toronto condo offerings and the areas they’re located in they’ll start getting a sense of what they want and don’t want.  Eventually they will become very clear in what they want.  They may have decided on 2 or 3 particular neighborhoods they want to live in and perhaps even the condo buildings they like most in those neighborhoods.  If they don’t have a car then convenience is an issue so out of those short-listed neighborhoods they focus on the one that’s closest to where they work.

When someone gets this decided on what they want they’ve entered the Long Tail of the real estate market.  Such people are far more serious about taking action than those just beginning their research starting in general terms.  So your AdWords ads (and your website) should be poised to cater to those people who have become quite certain about exactly what they want by offering information on very specific aspects of your farm area’s real estate.

Here are some tips for fine tuning your Google AdWords campaigns, and many of these tips are informed by the Long Tail principle.

Focus, Focus, Focus – Every subject area has many subtopics. This is the Long Tail.  Dealing with only the broadest aspects of your local real estate market doesn’t attract focused attention as people looking at these areas are very undecided about what they want.  Therefore, your keyword lists should include all the subtopics and sub-subtopics of your farm area.  We will get into great detail with a specific case study on how to do this later in this article series.

Filed under: Realtor Websites - Best Practices,SEO For Realtor Websites

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