Descriptions of keywords seem to relate to mammal parts—head terms and long tail keywords, for example. A head term refers to keywords that are more popular and more frequently searched. An example would be “real estate in Los Angeles.” However, the first three sites that appear on Google for that head term are realestate.com, trulia.com and zillow.com. Popular terms like that are expensive and very competitive.
A long tail keyword is more precise. They tend to target a more specific audience, are less competitive and usually less expensive in an AdWords campaign. They bring in fewer but higher quality leads. The thinking is that individuals who are searching this way are more likely to purchase.
So, if you use head terms you will compete with heavy hitters like the realtor.coms and zillows of the net. But if you use long tail keywords like “homes for sale near Encino elementary school,” you will have a better chance to get quality leads.
Sourcing for Long Tail Keywords
The idea is to find a dependable source of long tail keywords that pertain to your site and realtor niche. Some sources you can use to develop keywords include:
- Google Autocomplete: Just begin typing your primary keywords into the search box and review the variations that Google suggests to see if some may work for you.
- Related Searches: These appear at the bottom of the search engine result page.
- The Google Basic Keyword Tool: This tool, which is free, will generate keyword ideas for you.
- Website and Customer Data: Reviewing your own data is also an excellent way to develop good long tail keywords.
- The Competition: Search your direct competitors and view their website Meta tags.
Long Tail Keyword Examples
One way to make your website stand out in search engine marketing is to choose words that you hear from your clients when describing desired or listed properties. For example, “2 bedroom condo with low HOA fees” or “Horse property in Meadowview in Temecula.”
Other examples include:
- “2 bedroom waterfront condo in Boca Raton” rather than “condos in Boca Raton”
- “Canyon Trails homes for sale in Boynton Beach” rather than “Boynton Beach homes for sale”
- “Irvine homes for sale with no Mello Roos” rather than “Irvine homes for sale”
Long tail keywords when combined with IDX listings data, can produce very efficient landing pages for both organic and paid search engine marketing. See how at: http://www.idxnetwork.com/custom-idx-data-filtering.
Here’s how a long tail keyword like “Homes for sale in Corona del Mar South of PCH” would look on your IDX website page:
For specific, real estate-focused keyword ideas, stay tuned. We share more about that in the coming weeks. :-) Can’t wait? Ping me through my page at http://www.idxnetwork.com/tracy. I’d be happy to help get you started with a long tail keyword-rich IDX filters.
Have you tried long tail keywords yet? Tell us how they’re working for you in the comments. As always, questions in the comments section are welcome, too.