You want results from your real estate website and fast. After all, those early days of business can be precarious, and for all the work and money you put into your website, it’s understandable to want results from it as quickly. If you’re not seeing those results, it may be that your website authority is too low.
What is Website Authority?
Sometimes called domain authority, your website authority is a ranking on a scale of 1 to 100 that predicts how well a website will rank on search engines. It’s rated on a variety of metrics, such as backlink profile, search engine traffic, and similar data. You can check your website authority through companies like SEMrush and similar page checker services.
Your domain score measures the importance of your website based on the volume of links going back to your website, while your trust score measures the quality of those links. These two combined make up your website authority. The closer you are to 100, the better your chances. But what if you’re at, say, 30? Here are a few things you can do to improve your authority, quickly.
You can’t expect people to interact with your website if you don’t make an effort to interact with others. However, the more friends and partners you involve, the further your links can spread. This can be as simple as asking your friends to share links to your website, or as intimidating as tracking down potential influencers.
For influencers, you want to find someone who already has a sizable social media following in a niche that’s at least adjacent to real estate, and of course, someone local would be the best choice in your industry. Maybe this could be a financial consultant who runs a blog about finances for millennials, or a travel enthusiast who could share your blog about the five hidden gems of living in your city. If you can get someone with this kind of pull to share your links, your website authority is sure to grow.
If you can get the attention of authoritative PR professionals, you’ve hit a goldmine in terms of building your website authority. However, this requires some finesse when it comes to outreach. You have to find the right professionals — journalists, editors, and the like — who are talking about topics within your niche. One way to find them is to search for relevant trends. Consider this image of popular hotel trends that hospitality professionals might search. In your case, you might search for topics about the housing market or recent real estate trends.
Make sure you don’t create a faux pas by choosing the wrong influencer or referencing incorrect information about them in your outreach email. Check and check again to make sure you know exactly who they write for and what niches they cover.
Guest posts will also help to boost your website authority. Find a website in the real estate niche that itself has a strong website authority. Some of the highest authority websites in the real estate niche that have blogs include Hotpads, ActiveRain, and Place Lookup. For a full list of high ranking real estate websites with blogs, check out our e-book on building a perfect backlink profile.
You’ll want to really wow them with your content, and then link back to your website or a related article you’ve written within your post. Just one guest post has the potential to draw people in their audience to your website. The higher the quality, however, the better chance you have of writing guest posts for that company in the future. You could reap just as many benefits, too, by having an established blogger write a guest post on your website, drawing their loyal followers to your website for their content.
Clean Out Your Links
Do you have broken links scattered throughout the internet? Maybe links that look a little spammy from less reputable websites? These can severely hurt the reputation of your website and your website authority. Consider doing a backlink audit so as to suss out the links that are hurting you, and send link removal requests or remove them yourself if you can. You can also install a browser extension to check for broken links.
If you see a broken link, reach out to the writer of the article and offer them the current link. They’ll be as happy to have the correct information as you will to have your broken link removed.
Sometimes a link can be bad not because it comes from a disreputable source or leads to a page that no longer exists. Sometimes a link is bad because the content on the page is out of date. Thus it’s important to maintain your website so that everything stays current. Reviewing your content also gives you the opportunity to see what worked. Look at the highest performing pages and the keywords that were used there. Can you use those same keywords in other content in order to replicate the results?
Join the Right Lists
The right directory or professional list will both put your links out there and give you more credibility. However, poor directories could do more harm than good, giving your website a “spam” sort of appearance. Moderated and reputable directories and lists are ideal. If you need help choosing the right directory, look where your competition is listed. At SEMrush, we’ve analyzed hundreds of real estate firm websites and tens of thousands of referring domains linking back to them. We identified the most reputable professional directories and referring domains based on domain score, trust score, follow and no-follow links, as well as search traffic and website traffic. Some of the top directories we found for real estate websites include:
- HouseValueStore (99% match)
- ListHub (93% match)
- HotPads (91% match)
- Place Lookup (84% match)
- Trulia (83% match)
Matches refer to the percentage of real estate companies that a domain links to, so HouseValueStore links to 99% of real estate companies and Trulia to 83%. For more information about the right directories for real estate firms and building the right backlink profile, check out our full guide.
A gut feeling as you browse entries should also be heeded. If half the entries on the directory look like spam, they probably are. Surround yourself with respectability and your website will become more respectable by association.
Persistence is important, but if you want to build your real estate company’s website authority in just 90 days, you have to be strategic. Consider the resources you have: social media, friends and partners, marketing tools. Make the most of those, and try not to waste time with things you’ll only have to delete later.