Optimizing for long tail keywords is an uber popular search engine marketing strategy these days. Why? Because Google is on a mission to personalize results for users of its search engine, and personalization is best supported with more detailed key “phrases” rather than direct match key “words.”
The Bonus Upside of the Long Tail
In addition to Google’s newfound interest in long tail phrasing, there are several additional reasons to start focusing or refocusing on a long tail strategy for your real estate marketing, including:
- It’s still early in the long tail game and there are so many variations on phrasing, making long tail keywords less competitive and easier to rank for
- For the same reasons, it is cheaper to rank for long tail keywords for real estate
- Phrases are often used by searchers who know exactly what they want and they know it because they are near the end of their buying cycle (making for a faster, more desirable conversion)
Long Tail Keywords For Real Estate
So how do you come up with long tail keywords for real estate? Here are a few of our favorites.
Google Auto-Complete
As part of its unending mission to give users everything Google thinks they want, Google has developed an auto-complete search program that offers suggestions when users start typing words into the search box. The suggestions are based on common searches by others with similar needs. In the sample below, you can see where I started with a typical South Florida “head” or “primary” search term and Google offered me four suggestions for completing my search. 
Google Related Searches
Closely related to Auto-Complete is Google Related Searches, which you’ll find at the bottom of the SERP (search engine results page): 
Google Adwords Keyword Tool
Google offers a Keyword Tool to potential adwords customers to research ideas for Pay Per Click advertising campaigns. Because Google wants to encourage campaigns, this tool is set up to suggest lots of ideas and to give a relative idea of volume for searches. You don’t have to be a paying customer to use the tool, but you will see fuller results by setting up an account and searching through your account.
In the sample below, you can see that the Keyword Tool offered me 800 suggestions for my term “boca raton real estate.” My next step is typically to click on the competition heading to sort the results by competition. Whenever possible, I prefer to target medium to low competition terms.
Wordstream
This is a nifty tool from Wordstream.com:
I haven’t used Wordstream myself, but I’ve seen it recommended by people I respect. I like the Relative Frequency column, but the search volume number is blurred out, apparently because I’m not a paying customer. If you’ve used this tool, I’d love to hear your thoughts below in the comments.
Your Analytics
Your analytics will tell you where your existing traffic is coming from. You might be surprised to learn what kind of crazy search phrases brought people to your real estate website. If something has worked in the past to bring relevant traffic, keep testing it.
Research Your Competition
Type your ideal primary keywords or long tail ideas into Google to find out who is ranking in the top 5 positions. Scan those sites for phrase ideas. The odds are strong that those sites rank well for good terms because the site owner is employing a coherent keyword strategy throughout the site. Don’t forget to look at any available FAQ pages to identify commonly asked questions.
When All Else Fails, Ask!
What terms come up all the time in conversations with clients and prospects? The way people verbally ask questions are likely the same way they type them into search engines. Consider asking clients, prospects and website visitors to fill out a survey. Google forms is making surveys very easy these days.
Have You Tried This Yet?
Are you using long tail keywords as part of your overall real estate marketing strategy? What has your experience been? Do you recommend this strategy for other real estate professionals? Share your thoughts below.
If you have questions, leave them in the comments or ping us through our website.
About Tracy TC
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