5 ways to improve your property site’s SEO
Getting your property site to rank well on search engines can bring in new leads and give your business the boost that it needs. Good SEO can make the difference between a site that draws in visitors and one that remains hidden. Here are five effective strategies to enhance your property site’s SEO and get the visibility you need.
1. Produce a content template and start to answer popular questions on your site
Creating a content template can streamline the process of producing high-quality, relevant content. Templates ensure that each piece of content on your site will cover similar aspects but will also make it easier to actually write the pages. Start by identifying the most common questions your audience asks. These might be about property buying processes, mortgage advice, or tips for first-time buyers. Use these questions to develop content that provides valuable answers. You can find good ideas for questions at the site Answer the public.
For instance, you might create a template for a “How-To” guide that includes sections like Introduction, common mistakes, writers first hand experience and conclusion. This structure makes it easier for you to produce the content as you will already have a starting point for each section of the article.
2. Get a content schedule
A well structured content schedule is one of the best ways to ensure that you commit to producing content on a regular basis, and that’s what can make the difference SEO wise. One way to think about content is that each page is a new opportunity for your site to rank for more keywords.
Start by identifying key topics related to the property market that your audience is interested in. Think about what information they need, such as buying tips, market trends, or property maintenance advice. Then, create a calendar that outlines when and what type of content you’ll publish. This could include blog posts, guides, or updates on market changes. Google’s algorithms favour sites that are updated regularly, so a content schedule can give your SEO efforts a significant boost.
3. Improve your page speed
Page speed is a ranking factor for SEO and it will also help with the user experience of your site. A site that loads slowly can frustrate visitors and cause them to leave or interfere with getting your users to your conversion point. To enhance page speed, start by analysing your site using tools like Google PageSpeed Insights or GTmetrix. These tools provide insights into what’s slowing down your site and offer recommendations for improvement.
Common issues that affect page speed include large image files, excessive use of plugins, and un-optimised code. To address these, compress images to reduce file sizes, minimise the number of plugins, and ensure that your site’s code is clean and efficient.
If you use WordPress you can do a lot of the heavy lifting with a plugin called WP Rocket, although it will cost around £80 per year.
4. Get your analytics tracking sorted
It’s hard to improve without measuring your performance, but over the years I’ve seen lots of business websites with analytics installed but not conversions. This is such an important step that shouldn’t be missed out because it makes the data in your analytics account actionable. By setting up a conversion for your lead forms it’s then possible to see which traffic sources are bringing in leads. It’s also possible to see which specific keywords bring in the most leads when you set up a Google Ads campaign.
When you run a Google Ads campaign, having this tracking in place is even more important. It enables you to see which keywords bring in the most leads and adjust your PPC strategy accordingly. Without proper tracking, you’re flying blind and missing out on valuable insights that can guide your SEO and marketing efforts.
5. Run a PPC campaign to find your most important keywords
Running a pay-per-click (PPC) campaign can be a powerful tool for bringing in new leads but is also useful for discovering which keywords are most effective for your property site. PPC campaigns allow you to test various keywords and see which ones drive the most traffic and conversions.
Start by setting up a PPC campaign with Google Ads. Create ads targeting different keywords related to property and monitor their performance. Pay attention to which keywords generate the most clicks and lead to conversions. Once you identify the best performing keywords, you can incorporate them into your site’s content and SEO strategy.
In conclusion, by following these five steps, you can boost your site’s search engine rankings, attract more visitors, and ultimately achieve better results for your property business.
Author: Calum Macleod
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