For many home builders, taking the time to ensure their home building company is appearing in the searches of potential home buyers is a challenging task. Google’s ranking algorithm consists of over 200 elements, most of which they don’t release to the public. While the task may seem daunting, there are a few key SEO (search engine optimization) practices that will improve your home building company’s Google rankings without taking up too much of your valuable time. Read below to learn a few fundamental SEO practices your company can make use of to improve its rankings.
Conduct Keyword Research
The initial step in building your home building company’s SEO strategy is to define exactly which keywords your potential home buyers are using to find a builder in their area. A good place to start is to base your keyword research around the area where you are located. For example, a Dallas based home builder would certainly want to appear in searches that have to do with their local market. “Dallas home builders” and “Dallas-Fort Worth home builder” are keywords that would help a Dallas builder get found by the right audience. Once you make a list of keywords you think people might be using to search for builders in your area, you can find out the monthly search volume for each of those keywords by using Google’s Keyword Planner. Determining which keywords are important for your home building company to focus on will help you better execute your SEO strategy going forward. Use our Quick, Clear Guide to Local SEO for further information about how to make use of local SEO strategies.
Use Proper Title Tags and Meta Descriptions
You may be asking, “What are title tags and meta descriptions?” Simply put, title tags and meta descriptions are what show up in Google search results to describe your website. Google’s search engine bots use title tags to determine if your website is relevant for particular search terms. Therefore, it’s important to use keywords in the title tags of your web pages. Your meta descriptions should also include keywords when possible. Additionally, meta descriptions should be written as a call-to-action to entice searchers to click through to your website from search results. Every page on your website should contain a unique title tag and meta description. It’s important not to duplicate them so that Google doesn’t assume you have a lot of duplicated content on your site.
Maintain an Engaging Social Media Presence
Maintaining a strong and engaged presence throughout various social media outlets is necessary if your home building company wants to improve its search engine optimization. Google announced social signals as a ranking factor in 2010, so running well-maintained social networks is well worth your time. For builders, we recommend concentrating on Facebook, Pinterest, Houzz and Google+. Houzz is a social platform specifically created for the home building and design industry. Having an active presence on Houzz will give your home building company another outlet for which it can reach potential home buyers.
Invest Time in Content Marketing
Google is constantly updating its algorithms to ensure that the websites which contain the most relevant and helpful content show up first in their rankings. Make sure your home building company benefits from this ranking factor by creating helpful content that your potential home buyers can find on your website. Blogging regularly is a great way to invest time in content marketing. Create blog posts that answer your clients’ most frequently asked questions. Be sure to include keywords in your blog titles and in the body content of each blog post. This will help Google understand that your website is relevant for those keywords.
Have a Mobile Friendly Website
In 2014, Google began using “mobile friendliness” as a ranking factor. Websites that have been made “responsive” which have the ability to appear as a mobile site on smartphones and tablets rank higher in searches on mobile devices than “non-responsive” websites. With the ever-increasing number of potential homebuyers beginning their search on mobile devices, a mobile-friendly website is a necessity to improve your search engine optimization. Searching for homes is an activity that is often done “on-the-go,” so having a mobile friendly version of your website is extremely important to user-friendliness and SEO. For more information regarding mobile friendly websites and their importance, check out Google: Mobile-Friendly Design Has ‘Significant Impact’ on SEO.
Secure Your Website with SSL
In an attempt to create a more secure web, Google has made website security a ranking factor. Those websites that have a SSL Certificate will rank higher than those lacking the certificate. A SSL or Secure Sockets Layer Certificate is given to those websites which have an encrypted link between a web server and a browser. This link ensures that all data sent between the server and the browser is private. Attaining an SSL certificate could give your home building company’s website the boost it needs as it will then give it the ability to be a HTTPS website. Learn more about secure websites and HTTPS as a ranking factor in this article, 6 Facts You Should Know about HTTPS as a Ranking Factor.
Take advantage of these tips to put your home building company on the road to SEO success!