[Video] How to Research Keywords for Your Home Builder Blog
Have you been blogging for months, even years, without generating a measurable number of monthly website visitors, leads, and appointments?
If so, it may be that your blog content is not properly optimized for search engines.
Blogs are one of the most cost-effective ways to attract new home shoppers to your website and into your online sales funnel. By optimizing your blog posts with the same keywords that home shoppers in your area use to search for a new home, you put your message in front of the exact people who are looking for the type of homes that you sell.
But how can you determine which keywords are right for your product, your audience, and your market?
The Purpose of Keywords
Every search engine optimization (SEO) strategy begins with keyword research. If that sounds like a term better left to your IT department or SEO agency, let’s consider the role of keyword research in your overall online marketing.
The purpose of keywords is simply this: to connect a buyer’s wants and needs (or the solution to a problem) to your product. Sound familiar? Keyword research is similar to what new home sales professionals have been doing in sales offices for years. Keywords are simply the way that home builders make that same connection with home shoppers online.
Here are a few examples of common wants/needs for home shoppers, and keywords that they might type into a search engine:
“I want/need to buy a home in Minneapolis” – Minneapolis real estate, Minneapolis houses for sale, Minneapolis homes
“I want/need to buy a new home” – Minneapolis new homes, Minneapolis home builders, Minneapolis home builder reviews
“I need to sell my current home and move up” – Minneapolis realtors, Minneapolis real estate market news, tips for selling a home in Minneapolis
“I want/need to buy my first home” – financing your first home in Minneapolis, tips for first time home buyers in Minneapolis, new home floor plans for young families in Minneapolis
Once you’ve identified our buyer personas, their motivations, and the problems that they need to solve to buy a new home, you can brainstorm different terms that buyers might use to solve those problems. One buyer may type in “Minneapolis real estate” while another types in “Best schools in Minneapolis.”
Keyword Research Tools
There are many keyword research tools on the market, but creating a list of keywords doesn’t have to be expensive or complicated. Google’s Keyword Tool is a fast, easy, and free way to start researching keyword ideas that can be used in your blog.
Here’s a quick overview of home builders can use the Google Keyword tool:
Now it’s your turn. Using the Google Keyword Tool, brainstorm 25 keywords that home buyers in your area might use to search for a new home. Review the keyword suggestions provided by Google to narrow down your keywords to the ones that are most relevant to your product: Phoenix luxury homes, Spokane custom homes, active adult living in Sante Fe.
Now review your list. What are online home shoppers in your area searching for? How can you develop blog content that meets their wants and needs?