Article: “SEM Bootcamp: How Search Engines See Keywords“

Want to show up higher in results on search engines like Google? We can help. Zillow has a lot of “Google Juice” and we want to share it with you. By using Zillow and Search Engine Optimization (SEO), you, too, can boost your Google search results.

Don’t be scared – it’s pretty easy.

Here are 3 tips:

1. Post your listings on Zillow with good links to your site – Zillow is one of very few sites where your listings actually improve your Google ranking. To enjoy this, make sure your listings on Zillow link to your Web site – preferably with links to the exact listing pages on your site.
2. Join the Zillow Professional Directory – When you create an active profile on Zillow, it will automatically load into our “Find a Pro” directory. Make sure the link to your Web site from the Zillow Directory is accurate so your ranking on Google improves. Join the Directory
3. Update and optimize your Zillow Profile – Complete or update the “About Me” section of your Zillow Profile. In your description, use keywords that you want to be recognized for in Google and link those words to your Web site or blog. By using links to your Web site within Zillow, your profile gains authority in the search engines. Update My Profile

Bottom line: The more active you are on Zillow – through your listings, profile, directory, or discussions – the better your Web site or blog performs. Learn more about how to ensure that your listings are helping you to rank in Google.

As always, thanks for using Zillow.

We want to thank Zillow for allowing us to reprint this information on our site.

In addition to helping your site possibly rank better due to the inbound links, there are several other benefits as well.  You are helping your seller get better exposure for their property and visitors who find your listing on Zillow’s site can click through to your website – increasing your traffic. In the upcoming weeks we plan to expand more on this subject so check back in the next few weeks for updates.

Most sites that rank well have a few things in common, plenty of ‘relevant’ content for the search engines to index, many other websites linking to them (the more popular the website, the more valuable the link), and to some degree ‘age’. Getting other people to link to you is a topic for another post. For now, we want to focus on letting you know what you can do on your site to improve your odds.

First, lets take a quick look at what search engines will be primarily looking at on your website.

• The official ‘Title’ of your page. Does the Title include the keyword phrase you are trying to rank for?
• The Meta Description of your page. This is found in the html code and is what shows under the Title of your website on the search engine result pages. Does your description include the phrase you are trying to rank for?
• Keywords. Although, this is thought to be of little value to search engines. Some believe it is not used at all.
• Content. Does the content support the claim that your Title makes about what can be found on this page? Is there just a brief amount of copy or does the page contain significant content about your subject?
• Links. Are links on your pages descriptive of what can be found on your site?

SEO Sreenshot Overview

The Title (50 characters or so) is what people see first when scanning the search engine result pages, so you want this to grab their attention and make them want to click through to your site. Just under the title is your meta description (140 characters or so). The meta description should be a more detailed explanation of what can be found on your page as this will be the second thing visitors look at if they are not convinced by your title or any other title they see.

SEO Results Screenshot

So, when writing a post for your site, be sure to keep these items in mind. This is by no means a complete list and if anyone wants to offer other suggestions we will gladly add them (provided we can find some supporting data).

• Determine what keyword phrases you anticipate people will use when searching for sites like yours. Keep the phrase short and specific to what you want to rank for, but not too specific so that no one ever enters that phrase. Don’t hurry through this step, take the time to pick the best phrases. Use different pages, such as Neighborhood profile pages, to target more specific keyword phrases. To help research this consider using Google Adwords Keyword Tool and / or SEO Book’s keyword suggestion tool.
• Include the keyword phrase you wish to be found for in the Title of your page / post. By default, your WordPress website will display the Title of your page / post in the Title bar of the browser.
• Include your keyword phrase in the meta description of your page. By default, WordPress doesn’t give you a way to edit the description on your site. If you are interested in manipulating your Title and Description, we suggest the All in One SEO Plugin. You can find a link to this plugin on our Top Plugins page.
• Include the keyword phrase in the body of your page. Try to write about 200-300 words in each post. Include your keywords at least 2-3 times on the page (but don’t overdo this and don’t make it look forced). For a great explanation on how this works, be sure to read this article “SEM Bootcamp: How Search Engines See Keywords“.
• When linking to other pages on your site use keyword phrases in your link text. For example, if you are writing about the real estate market in Roseville and wanted to link to an existing page on your site about Roseville Foreclosures – create a link to your foreclosure page using the keyword phrase Roseville Foreclosures rather than …. for Roseville Foreclosures click here. Don’t overdo this, keep your links to 2-3 per post.

Again, these suggestions are the basic strategy you want to keep in mind as you add content to your site. We can’t stress enough that you don’t want to obsess with this, and your primary focus should be on writing great content that visitors will find useful and informative. By providing great, relevant content, search engine rankings should improve naturally and visitors will want to keep coming back.

Resources:

• Google’s SEO Starter Guide – Google has done a nice job of explaining the basic best practices of on-site optimization. Since this is published by Google themselves, it will help give you peace of mind that these are acceptable things you should do. Be sure to download and read the “Search Engine Optimization Starter Guide” found on their SEO Starter Guide page.
• SEO 101 by Website Helpers – This goes over the basics of search engine optimization then discusses in more detail. The table of contents is located on the left side of the page so you can easily jump to the section you are most interested in if you don’t want to read it all.
• Search Engine Ranking Factors – Several search engine optimization professionals discuss their opinion regarding the effectiveness of over 50 different criteria that search engines consider.