strategies to drive web traffic in the real estate world
TRANSCRIPT
Rand Fishkin, Wizard of Moz | @randfish | [email protected]
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
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 RLSAor 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, &
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
KW Research + Industry Intuition
Publish Content
Promote via Social
ChannelsPush to email
+ RSS subscribers
Earn Links + Amplification Grow social, email,
RSS, & WoM channels
Grow Domain Authority
Earn Search & Referral Traffic
Rank for More Competitive KWs
The Right Approach for You:Matches your strengths
Fits how your audience finds you
Leverages your unique competitive advantage(s)
