Everywhere you look on the web, blogs, podcasts, and social posts alike are all talking about the power of search engine optimization (SEO) and targeting the right keywords. But what does this really mean for realtors that are trying to connect with buyers and sellers in their area?

How do you know which keywords to target? Is there a way to test or compare keywords? Should you be following a certain SEO strategy as a real estate agent? To answer these questions – and any others you might have – let’s spend a few minutes going over the finer points of how to choose the right high impact keywords to target with your realtor SEO operations.

Build Your Raw “Idea List”

Generally, picking the highest impact keywords for your real estate-oriented blogs, landing pages, and other site content starts with a little brainstorming session. As the HubSpot Blog’s Rachel Sprung explains, this exercise helps you figure out which topics, concepts, and ideas are relevant to local buyers and sellers, as well as lay the foundation for refining these selections into proper keywords.

“To kick off this process, think about the topics you want to rank for in terms of generic buckets. You’ll come up with about 5-10 topic buckets you think are important to your business, and then you’ll use those topic buckets to help come up with some specific keywords later in the process.” – Rachel Sprung, The HubSpot Blog

The big key to keep in mind as you build this list is that these selections should fit naturally into the digital experience of potential clients. From terms that relate to the home selling process, to phrases that match up well with the regions and local areas that you service, potentially powerful realtor SEO keywords and ideas connect to each phase of your client’s journey.

Ask the Tough Questions

After you’ve assembled your collection of raw ideas, it’s time to ask the tough questions and start pruning away the irrelevant or weak choices from this list. Specifically, Mike Murray of the Content Marketing Institute suggests kicking off this process with the following questions:

  • Is this keyword phrase relevant?
  • How do you expect the client to come across this keyword? (Organic searches, paid search, etc.)
  • Are you already ranking on these terms?
  • How do you plan on integrating these keywords into existing or new site content?
  • Are you already targeting similar or related search queries?

These questions help your realtor SEO strategy come into sharper focus, as well as eliminate potentially frivolous or unnecessary keyword inclusions. This part of the process can be a time-consuming affair – no point in beating around the bush when it comes to this reality – but inspecting each keyword opportunity thoroughly ensures that you don’t waste time and money supporting poor choices later on down the round.

Pick up the Tools of the Trade

From the more technical side of the evaluation process, there are plenty of tools on the web that can also help you sift through potential keywords and hone in on the highest impact selections. The most obvious inclusion on this front is the Google AdWords Keyword Planner. This tool mines through data and insight related to your local audience of potential clients and points to keywords and search terms that already perform well with these demographics.

If you’re looking for something that goes into even more depth and detail than the Keyword Planner, then a tool like SEO PowerSuite is right up your alley. By covering raw search metrics, anchor text performance analysis, and even site structure planning, SEO PowerSuite provides a full service approach to keyword selection and confirmation that makes mapping out your realtor SEO strategy significantly more manageable.

Commit to the Long Haul

Perhaps the most important factor that goes into picking high impact keywords is a willingness to embrace the notion that this process never truly ends. Sure, you might win over your audience in the short term thanks to some smart selections now, but sustaining this success means keeping an eye out for rising search terms, watching trends within your local real estate community, and exploring the boundaries of realtor SEO strategy via long-tail keywords and other advanced tactics.

Fortunately, if you’re committing to this “long haul” approach, then consistently making a splash with winning keywords is well within your reach. The only thing left to do now is get to put what you’ve learned here to good use and start honing in on keywords that truly resonate with potential clients in your area.