Nearly everything can take place online these days, and shopping for homes is no exception. Studies show that more than 80 percent of homebuyers use the Internet to help their search.
It’s great to know that so many potential clients are out there on the Internet — but how do you get them to end up at your Web site? One technique brokers are using to direct prospects their way is called search-engine optimization (SEO).
The first step to SEO is selecting the right keywords and placing those keywords in the right places.
What are keywords? Simply put, they are the terms people type into search engines when they are looking for more information about a topic. In this case, keywords are the terms potential borrowers use when they are researching mortgage companies or actively looking for a loan. Some examples are “first-time homebuyer” or “financing investment properties Atlanta.”
The goal is for qualified prospects to find your Web site on the first page of results when using the major search engines. (Actually, when we provide search engine optimization services for mortgage professionals, our goal is to have several listings on the first page of the results.) When search engines look for sites to pull up for keyword-search results, they often seek ones that employ these certain keywords. The keywords can be used on your site in a blog, articles, links or meta tags — aka keywords built into a site’s foundation to help search engines find the page.
When you choose the right keywords — ones that relate to the services you offer — and implement them in your search-engine marketing, they can draw qualified prospects to your mortgage Web site.
Effective keyword selection is more of an art than a science. It involves a mixture of intuition and technical know-how and is a skill that gets better with practice. It also can be time-consuming. But effective keyword selection is well within the reach of any mortgage professional.
6 Initial Steps in Keyword Research
Follow these steps to start the process:
- Brainstorm:Think about the words or phrases potential borrowers might type into a search engine. Write down whatever comes to mind, and keep writing until you run out of ideas.
- Channel their purpose:Think of what customers will search for when they are actively looking for your services, as well as when they are in the broader market for services you offer. There is a subtle difference. If you are a Cleveland-based mortgage broker who offers hard-equity loans, for example, potential borrowers may search for “hard-equity loan Cleveland” or “hard-money loan Cleveland” when they seek your services. They may, however, search for “loss mitigation” or “deed in lieu of foreclosure” when they are in the market for your services.
- Use your customers’ lingo:One frequent mistake mortgage professionals make when brainstorming keywords is using language they know, as opposed to their customers’ language. If average users have no idea what a “mortgage planner” or “certified mortgage specialist” is, they are not likely to search for those terms. Consider whether customers use a term before adding it to your list.
- Don’t neglect your niche:A key part of brainstorming the right keywords is getting into the minds of people who are in your niche. The more focused your niche, the better. If one of your niche markets is investors, for example, your brainstorming process should involve thinking of what terms investors might enter in the search engines when they are looking for mortgages.
- Remember: Location, location, location:Include your geographic area in your brainstormed list of keywords. Remember also to list the terms residents use to describe the geographic area. If the post office, for example, lists a city as “Duluth, GA.,” but residents refer to it as “Berkeley Lake,” you should include both terms.
- Get help:Brainstorming your keywords is not something you want to do alone. Recruit your clients, employees, team members, referral partners and anyone else willing to help you compile a list of keywords. Ask these people what they might type in a search engine if they were in the market for a home or mortgage.
Finalizing Your Keyword List
Now that you have this brainstormed list of keywords, it’s time to narrow it down. One way to do this is to think conversion, rather than just Web site traffic. As you review your list of brainstormed keywords, ask yourself: “Is this a keyword someone who is ready to take action will use?”
Another way to trim your list is to analyze each keyword’s popularity. There are a number of keyword-selection tools on the market that can help you determine which words are popular search terms. Look for keywords that are in the mid-range of popularity. A term with 200,000 searches in a month may be extremely competitive and difficult for you to dominate. Conversely, one with 10 searches may not be worth your time and effort.
Once you have pared down your list of keywords based on popularity, enter each term into one of the major search engines and analyze the results. Look at the Web sites that show up on the first page. Are they directories, competitors’ mortgage sites or a combination? Decide, based on the results, if the particular keyword is one you want to target and if it is one you have a good chance of dominating.
How many keywords do you need to target? The answer depends on several factors, including the number of pages on your Web site and your niche markets. A good starting point is 10 keywords: three that are universally used across your Web site and seven that are targeted to one or two Web pages.
Next Steps – Using Your Keywords
After you have selected about 10 keywords, your next step is to optimize your Web site for these keywords. Start incorporating your keywords into your Web site’s content, using your keywords in the title of each page on your site and including your keywords when you submit your Web site to online directories. It is not wise to add keywords in meta tags if they do not appear on pages themselves; search engines can ignore these.
Now that you’ve determined what borrowers are searching for and you have integrated the results into your Web site, your site is positioned to see increased traffic from highly qualified leads.
JC Kiadii, Mortgage Internet Marketing Services . 770-469-7385. Are you reaching out to the 87% of new buyers who start their search online? Our team provides results-driven mortgage Internet marketing services. Visit our website and sign up for the More Closings email newsletter to receive the 4-week e-course on Building a Quality, Responsive List.
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