Strategies to Drive Web Traffic in the Real Estate World

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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? Youre missing out!

Mobile, Desktop, Apps, Winners, & Losers

Desktop search is plateauing, while mobile search growth acceleratesVia Wordstream

Ignore these, its just the holiday slowdownGood news the top five sites account for only 17% of the industrys visits. Theres a long, long tail.Real estate is a more mobile activity than most, but we cant ignore desktop either.

Helpful to see how your sites 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 YSearch EngineFriendsPrior, Positive ExperienceSocial MediaTrusted Resource

I need X to help me with YFriendsPrior, Positive ExperienceSocial MediaTrusted ResourceSearch Engine

I need X to help me with YFriendsPrior, Positive ExperienceSocial MediaTrusted ResourceSearch Engine

I need X to help me with YFriendsPrior, Positive ExperienceSocial MediaTrusted ResourceSearch Engine

I need X to help me with YFriendsPrior, Positive ExperienceSocial MediaTrusted ResourceSearch Engine

One of the Real Estate Markets 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.

Youve got a real shot to rank for keywords like theseBut its looking near impossible to rank for keywords like theseVia Keyword Explorer

4 Strategies to Pursue for Traffic Growth

TheNiche Expertise Strategy#4

Molly has built a recognizable personal & professional brand association with a unique nichehouseboats

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 & placementOn-page content optimizationEngagement & user satisfactionLink diversity, quality, & quantitySite crawl accessibilityLoad speed & site security

But results like these (local/maps rankings) are driven by inputs like:Quantity & diversity of citationsBusiness nameLocation in relation to searcherListing consistency & coverageLink diversity, quality, & quantityPopularity of business

The Pay to Play Strategy#2

Google now shows up to 4 ad results above the organic results, and theyve 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.

TheContent Flywheel Strategy#1

Matt Goyers Urbnlivn gets traffic, links, and mentions from all over

Over time, hes built a brand that gets cited & linked-to

He has active social audiences across Facebook, Twitter, & Instagram

Unfortunately, hes 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 FlywheelKW Research + Industry IntuitionPublish ContentPromote via Social ChannelsPush to email + RSS subscribersEarn Links + AmplificationGrow social, email, RSS, & WoM channelsGrow Domain AuthorityEarn Search & Referral TrafficRank for More Competitive KWs

The Right Approach for You:Matches your strengthsFits how your audience finds youLeverages your unique competitive advantage(s)

Rand Fishkin, Wizard of Moz | @randfish | rand@moz.com Thank You!