Chapter 3: Guide to Choosing the
Best Real Estate Keywords for SEO

When we talk about SEO, you’re going to hear us mention “real estate keywords” a lot. Because the fact is, you can’t talk about SEO without talking about keywords.

Keywords are a fundamental part of your SEO strategy. If you don’t target a specific keyword phrase with each page that you want to rank in Google, then you’re probably not going to rank.

The fact is, you have to tell Google what keyword phrase you’re trying to rank for. And the clearer you are about it, the better chance you have of reaching page one.

But what exactly is a keyword or a keyword phrase? And why are they so important for optimizing your website for search engines, driving passive traffic, and generating high-quality leads?

Let’s talk.

What are keywords for real estate?

Simply put, a keyword is a word that defines the content on your page or post best. It’s the search term that you want to rank for with that specific piece of content.

When people search for that keyword in Google (or other search engines), they should find that page on your website.

For example, for real estate agents, a good long-tail keyword could be: best time to buy a house

Then write an article that has that keyword worked into the title as well as strategically placed spots within the content.

what are keywords for real estate

We’re going to help you figure out the best real estate keywords for your business here.

Why is Keyword Research Important for SEO?

Organic traffic! Keywords are important because they are the core connection between what people are searching for and the content you are providing to fill that need.

Your goal in ranking on search engines is to drive organic traffic (non-paid) to your website from the search engine result pages. The keywords you choose to target with your content will determine the type of traffic you get.

Keywords should be as much about your audience as they are about your content. You might describe what you buy or sell in a slightly different way than a buyer or seller will ask for it. In order to create content that ranks high organically and drives visitors to your website, you need to understand the needs of your audience.

How do they talk? What phrases will they use and what type of information will they seek? You can do this by communicating with your customers, frequenting Facebook forums, visiting local community groups, plus doing your own keyword research.

How to Find Keyword Ideas for Your Real Estate Website

Step #1: Research primary, secondary, and long-tail real estate keywords

First, you need to perform targeted keyword research. You need to look for high-intent, local keywords. Focus on real estate SEO long-tail keywords.

Long-tail keywords are phrases that contain at the very least three words. Although we like to see four or five.

Long-tail keywords are a great way to target your niche location rather than trying to rank for a more generic term. In other words, long-tail keywords are more specific and often have less competition.

Long-tail Keywords for SEO

Long-tail keywords will allow you to rank higher in search results for popular niche topics fairly quickly while you might be trying to rank for harder terms, such as “we buy houses in [market city]. They tend to attract more qualified traffic that is more likely to convert into leads.

Use Google Suggest to Find Long-tail Keywords

In conjunction with the keyword research tools mentioned above, you can also take advantage of Google Suggestions to find quality long-tail real estate terms.

To use Google suggest, start by typing your primary keyword into the Google search box and see what variations Google suggests:

using google suggest to find long-tail real estate keywords

If phrases turn up in a Google suggest, you know that it is a phrase people are searching for. Some of the suggestions might not fit your goal but they can inspire other search terms that you can use within your content.

More Tools to Find Real Estate Keywords

There are many tools you can use to help you find the best real estate keywords for SEO. You can use these tools to gather information like search volume, ranking difficulty, keyword value (if you’re using the keyword for paid traffic), and competition. Just to name a few.

There are many tools you can use to help you find the best real estate keywords for SEO. You can use these tools to gather information like search volume, ranking difficulty, keyword value (if you’re using the keyword for paid traffic), and competition. Just to name a few.

Here are some of our favorite tools to get you started.

  • Ubersuggest is a very easy to follow keyword tool. You can see suggestions, volume, estimated paid competition, and estimated competition in organic traffic.
  • Ahrefs is a complete platform full of keyword research, content and SEO+PPC tools.
  • Google Ads Keyword Planner (you’ll need a Google Ads account) lets you gather monthly local search volumes for keywords, competition levels and the estimated cost per click.
  • SEMrush provides keyword data. You can use their free tool for a trial period, but beyond, this is a paid tool with many other SEO and PPC research features.
  • The SEO Book Keyword Suggestion Tool is only accessible to logged in members who have registered a free account. It provides search volumes, related search terms, estimated values and more. Similar to the Google Ads Keyword Planner.

Get FREE Real Estate Keywords Lists for Investors and Agents

Or, we’ve done the leg work for you. Download our Real Estate Investor and Real Estate Agent keyword bibles…

Free SEO Keyword Bible Download

Action Item: Use the tools above to find a long list of keywords to target. At this point, you just want to find as many possible keyword phrases as possible.

Step #2: Create multiple keyword groups, each with its own distinct primary keyword as the main focus.

Now that you have a long list of possible keyword phrases to target, it’s time to group those phrases by intent and pick a primary keyword for each group.

Imagine, for example, that these are some keyword phrases that I want to rank my website for…

  • How to sell my house fast for cash in Dallas, Texas
  • How to sell my house fast in Dallas, Texas
  • How to sell my house for cash in Dallas, Texas
  • How to sell my house before foreclosure in Dallas, Texas
  • How to sell my house during foreclosure in Dallas, Texas
  • How to sell my house during probate in Dallas, Texas
  • How to deal with probate in Dallas, Texas

If I group that list of keyword phrases by intent — meaning, the searcher’s intent behind the grouped keyword phrases is the same or closely similar — then my groupings would look something like this…

Group 1

  • How to sell my house fast for cash in Dallas, Texas
  • How to sell my house fast in Dallas, Texas
  • How to sell my house for cash in Dallas, Texas

Group 2

  • How to sell my house before foreclosure in Dallas, Texas
  • How to sell my house during foreclosure in Dallas, Texas

Group 3

  • How to sell my house during probate in Dallas, Texas
  • How to deal with probate in Dallas, Texas

Once you’ve grouped your keywords, choose the primary keyword phrase you want to target for each group and focus only on ranking for that search term (at least, to start).

Group 1 – How to sell my house fast for cash in Dallas, Texas

Group 2 – How to sell my house before foreclosure in Dallas, Texas

Group 3 How to sell my house during probate in Dallas, Texas

Action Item: The idea here is to simplify your SEO strategy and to not cannibalize your rankings by writing too much content for each search term. Ideally, you only want one page on your website per keyword phrase that you’re trying to rank for. And even then, you don’t want too much overlap — just choose one keyword phrase from each group and then try to rank for those terms.

Step #3: Put Your Keywords Where They’ll Have The Most Impact

Not all keywords are created equal. Some keyword phrases will generate higher quality leads and some will generate lower quality leads because of the PEOPLE who search for those things.

“Sell my house fast for cash in Dallas Texas” is probably a higher value phrase than “Deal with foreclosure in Dallas Texas” because of the intent behind the searcher, for example.

But it’s not just the keywords themselves that have varying value, it’s also where you put those keywords within your content.

Lots of SEO experts have revealed the following about keyword placement…

  • The first words on your page hold more weight than the last words.
  • The headline, title tag, and meta description hold the most weight of all.

In other words, you must put your target keyword phrase in the title and meta description. And as far as the body of your content goes, your keyword phrase should be placed as close to the beginning as possible — first words matter more than last words.

Action Item: When optimizing your pages, put your target keyword phrase in the title, meta description, and near the top of the body of your content.

Step #4: Tools to Track Your Keyword Performance

Why is it so important to know how you rank in Google?

Where you rank in Google determines if buyers and sellers find you when they search. For example, if your real estate business is based in Roseburg, Oregon, and someone searches, “Sell my house fast in Roseburg, Oregon,” your only chance of being seen is if you show up on the first page of results (unless you’re using paid traffic).

Here’s some proof: ThriveHive reports that

“The first page of Google captures at least 71% of web traffic (some sources say up to 92%), and the second page is far from a close second: It drops to 6% of website clicks.”

That stat illustrates exactly why we’ve built an internal tool with Carrot’s platform. We want to help you to know where you are.

Carrot Keyword Ranking Tracker

Using a good keyword tracking tool allows you to spend more time analyzing ranking results and optimizing your site. Here are some other keyword tracking tools that work for you:

SEMrush

SEMRush keyword tracking tool

SEMrush is more robust but it does offer a very easy to use keyword tracking tool. Using the search bar, you can search for ranking a site or page’s Google and Bing results by providing the URL. Once the results are in, you’ll also be able to compare them to how other sites and pages rank by selecting a keyword.

If you need more detailed data, you’ll need to go beyond and join one of their membership plans.

Ahrefs

ahrefs keyword tracking tool

As with SEMrush, Ahrefs is more than just a keyword ranking tool. And, it comes at a cost. Ahrefs “Rank Tracker” allows you to monitor your rankings and chart your performance against your competitors over time.

Again, they have a very limited free version, but their system is very user-friendly and offers much more than the keyword ranking tool.

Action item: Dial in your needs. If you’re a Carrot Content Pro member, be sure to take advantage of what already have at your fingertips. If your needs fit more of a robust system, then shop around and find the ranking tracker that fits you and your budget.

Free SEO Keyword Bible Download

Conclusion

There are many other benefits to optimizing your website with the right keywords. Beyond, long-term, passive traffic and leads, it’s free if you do it yourself.

Getting the first position for a great local keyword without paying for it will impress prospective leads.

SEO also adds credibility to your site. People see ranked search listings as more reputable than advertised listings (like the articles with the green Google Ads “AD” boxes on the top of some Google pages).

This might sound difficult, but it’s entirely possible, and there are tons of resources you can use to make it easier.

We have many within the Carrot system that can help you get started. And, they’re all real estate SEO focused.

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