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Strategies to Drive Web Traffic in the Real Estate World

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Rand Fishkin
Rand Fishkin

Rand's presentation at Inman Connect 2017, on how SEO, social media, content, email, and advertising can work to successfully drive traffic to real estate websites.

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Rand Fishkin, Wizard of Moz | @randfish | rand@moz.com 4 Essential Strategies to Drive High Value Web Traffic in 2017
What Channels Send Traffic to the Real Estate World?
Via SimilarWeb #1: Search #2: Direct (type-in, bookmarks, app referrals, or no referral data) #3: Other Websites #4: Email #5: Social
Spending most of your budget & time on these? You’re missing out!
Mobile, Desktop, Apps, Winners, & Losers
Desktop search is plateauing, while mobile search growth accelerates Via Wordstream
Ignore these, it’s just the holiday slowdown Good news – the top five sites account for only 17% of the industry’s visits. There’s a long, long tail. Real estate is a more mobile activity than most, but we can’t ignore desktop either.
Helpful to see how your site’s engagement metrics stack up against the winners.
How Do People Find an Agent, Expert, Company, Consultant, or Broker?
I need “X” to help me with “Y” Search Engine Friends Prior, Positive Experience Social Media Trusted Resource
I need “X” to help me with “Y” Friends Prior, Positive Experience Social Media Trusted Resource Search Engine
I need “X” to help me with “Y” Friends Prior, Positive Experience Social Media Trusted Resource Search Engine
I need “X” to help me with “Y” Friends Prior, Positive Experience Social Media Trusted Resource Search Engine
I need “X” to help me with “Y” Friends Prior, Positive Experience Social Media Trusted Resource Search Engine
One of the Real Estate Market’s Biggest Challenges…
These 5 sites own the top 3 organic results for every one of these queries (+ 1000s more like them)
Want to compete? Gotta go long tail.
You’ve got a real shot to rank for keywords like these But it’s looking near impossible to rank for keywords like these Via Keyword Explorer
4 Strategies to Pursue for Traffic Growth
The “Niche Expertise” Strategy #4
Molly has built a recognizable personal & professional brand association with a unique niche—houseboats
Thanks to content, outreach, and experience, she earns press & rankings
The “Maps + Local Rankings” Strategy#3
Strategies to Drive Web Traffic in the Real Estate World
Results like these (organic web results) are driven by inputs like: Keyword choices & placement On-page content optimization Engagement & user satisfaction Link diversity, quality, & quantity Site crawl accessibility Load speed & site security
But results like these (local/maps rankings) are driven by inputs like: Quantity & diversity of citations Business name Location in relation to searcher Listing consistency & coverage Link diversity, quality, & quantity Popularity of business
The “Pay to Play” Strategy#2
Google now shows up to 4 ad results above the organic results, and they’ve made these ads more subtle. They may get up to 50% of all the clicks on this page. The other 50% go to organic results (hard to rank, but free)
Though expensive, FB ads can be incredibly well-targeted
The best ads target people who already know you & like you. hence re-marketing via display ads (AdWords, AdRoll, Retargeter) with search through RLSA or on social via audiences that have liked your (or using uploaded emails) tend to have the best click & conversion rates for the lowest cost Geraldine looked at boot… Now boot follows me around Internet like lost puppy.
The “Content Flywheel” Strategy #1
Matt Goyer’s Urbnlivn gets traffic, links, and mentions from all over
Over time, he’s built a brand that gets cited & linked-to
He has active social audiences across Facebook, Twitter, & Instagram
Unfortunately, he’s made some SEO mistakes… Outranking the site itself, but with an awful title  Fine posts, but targeting words & phrases no one uses in their searches 
The Flywheel KWResearch+ Industry Intuition PublishContent Promotevia Social Channels Pushtoemail +RSS subscribers EarnLinks+ Amplification Growsocial, email, RSS,& WoM channels GrowDomain Authority EarnSearch&Referral Traffic RankforMoreCompetitive KWs
The Right Approach for You: Matches your strengths Fits how your audience finds you Leverages your unique competitive advantage(s)
Rand Fishkin, Wizard of Moz | @randfish | rand@moz.com Thank You!

More Related Content

Strategies to Drive Web Traffic in the Real Estate World

  • 1. Rand Fishkin, Wizard of Moz | @randfish | rand@moz.com 4 Essential Strategies to Drive High Value Web Traffic in 2017
  • 2. What Channels Send Traffic to the Real Estate World?
  • 3. Via SimilarWeb #1: Search #2: Direct (type-in, bookmarks, app referrals, or no referral data) #3: Other Websites #4: Email #5: Social
  • 4. Spending most of your budget & time on these? You’re missing out!
  • 5. Mobile, Desktop, Apps, Winners, & Losers
  • 6. Desktop search is plateauing, while mobile search growth accelerates Via Wordstream
  • 7. Ignore these, it’s just the holiday slowdown Good news – the top five sites account for only 17% of the industry’s visits. There’s a long, long tail. Real estate is a more mobile activity than most, but we can’t ignore desktop either.
  • 8. Helpful to see how your site’s engagement metrics stack up against the winners.
  • 9. How Do People Find an Agent, Expert, Company, Consultant, or Broker?
  • 10. I need “X” to help me with “Y” Search Engine Friends Prior, Positive Experience Social Media Trusted Resource
  • 11. I need “X” to help me with “Y” Friends Prior, Positive Experience Social Media Trusted Resource Search Engine
  • 12. I need “X” to help me with “Y” Friends Prior, Positive Experience Social Media Trusted Resource Search Engine
  • 13. I need “X” to help me with “Y” Friends Prior, Positive Experience Social Media Trusted Resource Search Engine
  • 14. I need “X” to help me with “Y” Friends Prior, Positive Experience Social Media Trusted Resource Search Engine
  • 15. One of the Real Estate Market’s Biggest Challenges…
  • 16. These 5 sites own the top 3 organic results for every one of these queries (+ 1000s more like them)
  • 17. Want to compete? Gotta go long tail.
  • 18. You’ve got a real shot to rank for keywords like these But it’s looking near impossible to rank for keywords like these Via Keyword Explorer
  • 19. 4 Strategies to Pursue for Traffic Growth
  • 21. Molly has built a recognizable personal & professional brand association with a unique niche—houseboats
  • 22. Thanks to content, outreach, and experience, she earns press & rankings
  • 23. The “Maps + Local Rankings” Strategy#3
  • 25. Results like these (organic web results) are driven by inputs like: Keyword choices & placement On-page content optimization Engagement & user satisfaction Link diversity, quality, & quantity Site crawl accessibility Load speed & site security
  • 26. But results like these (local/maps rankings) are driven by inputs like: Quantity & diversity of citations Business name Location in relation to searcher Listing consistency & coverage Link diversity, quality, & quantity Popularity of business
  • 27. The “Pay to Play” Strategy#2
  • 28. Google now shows up to 4 ad results above the organic results, and they’ve made these ads more subtle. They may get up to 50% of all the clicks on this page. The other 50% go to organic results (hard to rank, but free)
  • 29. Though expensive, FB ads can be incredibly well-targeted
  • 30. The best ads target people who already know you & like you. hence re-marketing via display ads (AdWords, AdRoll, Retargeter) with search through RLSA or on social via audiences that have liked your (or using uploaded emails) tend to have the best click & conversion rates for the lowest cost Geraldine looked at boot… Now boot follows me around Internet like lost puppy.
  • 32. Matt Goyer’s Urbnlivn gets traffic, links, and mentions from all over
  • 33. Over time, he’s built a brand that gets cited & linked-to
  • 34. He has active social audiences across Facebook, Twitter, & Instagram
  • 35. Unfortunately, he’s made some SEO mistakes… Outranking the site itself, but with an awful title  Fine posts, but targeting words & phrases no one uses in their searches 
  • 36. The Flywheel KWResearch+ Industry Intuition PublishContent Promotevia Social Channels Pushtoemail +RSS subscribers EarnLinks+ Amplification Growsocial, email, RSS,& WoM channels GrowDomain Authority EarnSearch&Referral Traffic RankforMoreCompetitive KWs
  • 37. The Right Approach for You: Matches your strengths Fits how your audience finds you Leverages your unique competitive advantage(s)
  • 38. Rand Fishkin, Wizard of Moz | @randfish | rand@moz.com Thank You!