The Impact of Search Engine Optimization On the New Home Industry

By now, most builders have a website and do email. Many are participating in some level of social media such as LinkedIn or Facebook. Some are even blogging. But believe me, the effects of the Internet are not over and the need to learn and grow with this incredible new medium is only beginning.

I want to talk briefly about SEO (search engine optimization). What is it? Search engine optimization, according to Wikipedia is: the process of improving the volume or quality of traffic to a web site from search engines via “natural” (“organic” or “algorithmic”) search results. In short, SEO is optimizing your website to get more traffic from search engines. I won’t attempt to make you SEO experts in this article. My goal is to simply help you understand the subject so you can ask the right questions when you hire someone else to help you with your SEO.

There are basically three ways customers can find your website: direct traffic visit, referring site visit, and search engine visit.

Direct Traffic Visit

Direct traffic website visits are when the customer keys in your website address (URL) into the browser. This is by far the best form of website visit and technically requires no SEO, but let’s address it briefly. For instance, my website for the month of March received 40.62% direct traffic, 37.5% referring sites traffic and 21.88% search engine traffic. That means nearly 41% of all my visits were from people who either have me bookmarked or who learned of my website from my marketing efforts.

That’s the key to direct traffic visits: market your website everywhere. I recommend that every marketing endeavor should have your website address on it. If I was you, I would put it on my hats, trucks, advertisements (print, radio, online, television), pens, agreements, signs, displays, nametags, brochures, billboards, mugs, shirts, all free gifts and anything else you use for marketing. The more you direct traffic to your site the better. The more you market your web address, the more you will see your direct traffic increase so spread the word. pittsburgh seo company

Referring Site Visit

A referring site visit means the visitor to your website came from another site. An example would be when a customer goes online and Google’s (that’s Google as a verb) ‘new homes Pittsburgh’ into the search box, it’s very possible and likely that one of the top results will be a web portal like newhomesource.com or move.com or even realtor.com. When a customer goes to a portal like the three mentioned above they are looking for a home. If you are participating with that portal – in other words you have your homes listed on say, newhomesource.com – then you may come up in the customer’s search parameters. If your company comes up and they customer clicks through to your website, the portal has done it’s job and you just got a referring site visit.

Another possibility is that you recently sent out a press release about your company’s new model home opening. If you sent that release to nhdbuzz.com or prweb.com and included some ‘anchor text’ in it, the customer could have linked to your anchor text and gone directly to your site. For example: My company offers many builders consulting services. In that sentence, the word company is what is known as anchor text. If you click on it you will be directed immediately to my website. That would be a referring site link as well. Inserting anchor text into online communication like social network conversations and online PR is a simple method of SEO.

 

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