The Long and Short of It – Tails in Search Engine Optimization

By
Services for Real Estate Pros with RealtySoft.com
http://actvra.in/6qR

Our article a week or so ago made it clear that paying attention to SEO (Search Engine Optimization) is a critical component of any successful real estate website strategy.  Realtors read and study SEO, try to do their best to understand how to appeal to the search engines, and then try to use what they learn to get better search engine positions. One of the phrases we see a lot is “long tail” in relation to search queries.  Of course, there’s the opposite as well, “short tail.”

 


These terms refer generally to the number of words in a search query.  For our business, “real estate” would be considered a short tail query, while “Colorado springs real estate for sale” would be a long tail query.  A basic rule that holds up is that short tail phrases yield “long numbers,” while long tail phrases yield “small numbers,” referring to the number of searches that are being done.  The phrase “real estate” is currently yielding 30,400,000 global monthly searches on Google, while our long tail example above yielded about 1000 global monthly searches.

 


So, do we have a better shot at a good position and visits to our site because more than 30 million people are using the phrase “real estate?”  Nope.  It’s just too broad a term for our example Colorado Springs, CO real estate agent, to try and optimize for that phrase to attract local website visitors.  And, the competition for the term is fierce.  The site will be many pages deep in the search results, and even visitors that might come from this search are highly unlikely to be looking for a home in Colorado Springs.


With less competition for long tail phrases, should this agent be optimizing pages for the single long term phrase “Colorado springs real estate for sale?”  Nope again.  It’s not that she needs to concentrate on this or any other single long tail phrase, but that creating content that uses a great many words and phrases relevant to real estate in the Colorado Springs area will begin to enjoy traffic from people using longer tail keyword searches.  Google’s Keyword Suggestion Tool gives us pages of examples for this Colorado Springs site, but we’ll just look at a few here:

 

Keyword Searches Done Per Month Results
Colorado springs real estate for sale 1000 1,980,000
Colorado springs real estate listings 590 1,940,000
Colorado springs real estate agent 720 998,000
Colorado springs homes 49,500 5,070,000
Real estate in Colorado springs 22,200 4,970,000
Colorado springs homes for sale 14,800 1,080,000
Colorado springs condominiums 4,400 196,000


Choosing one long tail phrase, perhaps the “Colorado springs condominiums” phrase, and optimizing the site’s home page for that one would be a good decision.  There’s good search volume, and the competition will be much less for that phrase, giving the site a much better shot at high position on the first page for that phrase.  You’re getting the picture.  Then throw in every neighborhood and subdivision’s name with ending phrases like “real estate”, “homes for sale”, “waterfront”, “short sale” and others, and you can see that there are thousands of long tail combinations that people will use to search for real estate in your area.

 


RealtySoft.com begins by constructing websites to be search engine friendly.  Using SEO-friendly URL linking structures, it’s easier for the engines to index the site content. RealtySoft’s integrated IDX solution also adds hundreds of “Relevant” listing pages to your website. But, not stopping there, XML sitemaps are created that lead the search engine robots through the site to make sure all of the words and content are indexed.  RealtySoft’s syndication of listings is also helpful in getting links back to the site, an important ranking criteria for Google search.


For more information please contact us today RealtySoft.com

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Topic:
Real Estate Sales and Marketing
Tags:
real estate seo
long tail seo
short tail seo
seo
website seo

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Show All Comments
Rainmaker
41,623
Peyman Aleagha
RealtySoft.com

Terkel -> Hyperlocal is definately powerful. It's all about the niche!

Virginia -> Yessss! You have to find every opportunity to link back to your site! Check out my post next week, its full of SEO tips and tricks for Realtors!

March 11, 2011 03:31 PM
Rainer
16,971
Brandon Patton

It seems like it takes about a week to understand what it takes to get on the first page of google. However, it seems like the work that needs to be performed to make it there is a life time investment. Understanding what it takes to be number one and being number one are two diffrent things.

Good Post,

Brandon Patton

March 20, 2011 09:32 AM
Rainmaker
80,504
Virginia Dean
Keller Williams Realty

Very informative post.  I have bookmarked it to re-read to enhance my chances of understanding it all.

 

Thanks so much.

March 20, 2011 09:41 AM
Rainer
181,055
Keith Lawrence
ABR, CDPE, SFR, 203K Specialist
RE/MAX Properties

Great article.  I will work on revising my SEO.

March 20, 2011 10:09 AM
Rainmaker
261,251
Dawn Crawley
Find Pinehurst Homes
Dawn Crawley Realty

Thanks for sharing. I've been working on it, just too busy showing homes to concentrate as I'd like.

March 20, 2011 12:19 PM
Rainmaker
233,086
Mark Montross
Listing and Buyer Specialist
Catamount Realty Group

Thank you for this very detailed description. It was very helpful and I will look to use this technique.

March 20, 2011 08:40 PM
Rainmaker
233,907
Kim & Kristine Halverson
Realtors, Santa Monica Real Estate, CA
www.KimAndKristine.com, Santa Monica Real Estate :)

Thanks for the info.  It's taking awhile to learn about SEO.  Each article helps.  Kristine :)

March 20, 2011 09:25 PM
Rainmaker
693,641
Lanre Folayan
Buy a home in Washington DC. Sell your DC Home Now
Keller Williams Capital Properties-Buy a home in Washington DC. Sell a home in Washington DC

Peyman liked this one. Didn't know there is a difference from Integrated IDX and a Framed IDX. STAY AWAY FROM Framed IDX:-). Bookmarking this one for feature references. Great post.

March 20, 2011 11:01 PM
Rainer
8,941
Patrick Dague
Find Investors Coach
Get Investors Now

Hey, great post! Thanks much for the obvious effort that went into it. I'm going to copy it to my hard drive for future reference, and keep an eye open for other posts from you. Again, much appreciated! :)

March 20, 2011 11:20 PM
Rainmaker
133,873
Jeanne M. Gavish
Keller Williams Realty Elite Partners - CIPS,GRI,S
Jeanne Gavish, Keller Williams Realty Elite Partners

Really informative post!  I learned a lot, thanks

April 01, 2011 08:53 AM
Rainmaker
192,027
Bob Zorechak - ABR, GRI, e-PRO
Sells Homes in Morris/Somerset/Hunterdon Cos., NJ
Keller Williams Realty Metropolitan

Very good explanation of SEO and "long/short tail" search phrases, especially for the                    more inexperienced SEO'ers.  

April 01, 2011 08:57 AM
Ambassador
1,722,857
Barbara-Jo Roberts Berberi & Corinna Birgit Cromartie
Palm Harbor & Dunedin FL Residential Real Estate
Charles Rutenberg Realty

I am on vacation right now but have bookmarked this one to come back to next week when I am home again!!! thanks!

April 01, 2011 10:52 AM
Rainmaker
241,512
Jim McCormack
Nashville Short Sale REALTOR - Stop Foreclosure
Reliant Realty - Nashville Short Sale & Foreclosure Help

This post contains great SEO advice and information.

April 01, 2011 11:15 AM
Rainmaker
647,360
Evelyn Kennedy
Alameda, Real Estate, Alameda, CA
Gallagher & Lindsey, Alameda, California

Peyman:

I don't understand all of what you said.  But my next goal is to tackle SEO.  Your article may be a good start.  Thanks for your blog.

April 01, 2011 01:14 PM
Rainmaker
713,359
Chuck Carstensen
Minnesota Real Estate Expert
RE/MAX Results

I have a coupld keywords that hit well for me and need to work on getting others to work too.

April 01, 2011 01:38 PM
Rainer
107,800
Donna Malone
Homes and Property for Sale Nova Scotia
Waterfront, Luxury, Family, Affordable, Cottage, Deals

Great tips. I didn't know that.

April 01, 2011 06:23 PM
Anonymous #46
Anonymous
Anonymous

Good info, thanks!

April 01, 2011 11:02 PM
Anonymous #47
Anonymous
Anonymous

Good info, thanks!

April 01, 2011 11:03 PM
Anonymous #48
Anonymous
Anonymous

Good info, thanks!

April 01, 2011 11:03 PM
Anonymous #49
Anonymous
Lacey
Good to see a tealnt at work. I can’t match that.
June 20, 2011 11:16 PM
Anonymous
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Rainmaker
41,623

Peyman Aleagha

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