Keyphrase Analysis


'Search engine optimisation (SEO) may be just one part of an online Internet marketing strategy, but it is the fundamental part. Search engine placement and keyword related advertising can make up 80 to 90% of your traffic' - Brand Week magazine.

SEO

Search engine optimisation for estate and letting agents

Buyers and renters will just look on Rightmove, FindAProperty or Globrix, right? Correct.

However, vendors and landlords, looking to instruct an agent, will search in Google, Yahoo, Bing, etc. for estate agents or letting agents in your area.

The focus of SEO for estate and letting agents is to get more instructions.

Without effective search engine optimisation, estate and lettings agents will not be found. Most instructions are gained by sellers and landlords visiting the estate and letting agency website. This is a fact now and the trend is only going in one direction.

So how can we help in search engine optimisation of your website? Estate Solutions will ensure that your website will rank highly in the search engines using the following techniques:

On-site search engine optimisation

This is a one-off process and has a single cost. The procedures involve:

Keyphrase analysis - what phrases should your website be ranking highly on?

Content writing - writing pages that search engines love and that visitors want to read.

Ongoing search engine optimisation

Search engine optimisation is an ever moving target, so optimisation is an ongoing process, requiring constant attention and has a monthly cost. The procedures involve:

Getting "link juice" - every link you get from another website, is a vote for your site.

Keeping it fresh - your website needs to be updated often and regularly - this is vital.

Adwords - if you have or would like a Pay Per Click campaign, then we will create and optimise it to save you money.

Why choose Estate Solutions?

The choice of a company to optimise your website is one of trust. No company can guarantee top position: it is only the search engine that ultimately decides. Once you give a company the go-ahead, then that company has complete control over your website to amend the pages and in the reputation of your domain. A company, which offers a seemingly low monthly costs, will use so-called 'black hat' techniques such as buying links on 'link-farms' and hidden text. Once the search engine realises these quick and cheap techniques are being used, they will drastically affect the search engine rankings.

Keyphrase analysis

SEO for estate letting agents- keyphrase analysis

How will we get your site on the first page of the search engines and how much will it cost? How much it costs will depend on the competition for your keyphrases.

On-site search engine optimisation - keyphrase analysis

The most important process in search engine optimisation is to discover which keyphrases are important for you. There is no point optimising your website for a search which is hardly used by anyone searching for estate and letting agents. We will undergo an in depth analysis of relevant keyphrases, how popular that phrase is for those searching for estate and letting agents and what your competition is doing. There is also no point in trying to get to the top of search engines for a phrase like 'estate agents' which will be dominated by companies spending tens of thousands on search optimisation like FindAProperty, Rightmove and Prime Location.

Generally speaking we will use keyphrases which incorporate the business and areas which you operate in. These are the keyphrases that your potential vendors and landlords will be using to find you or your competitors.

Content writing

Ongoing search engine optimisation for estate and letting agents - keeping it fresh

Textual content of website requires continual amendment to convince the SEs that the site is fresh and updated and thereby maintain and increase the amount of qualified traffic. This is done using the News Editor.

Estate Solutions have a unique tool to display new content on a regular basis: the News Editor. This is a separate area within your website which is a news cover page linking to articles of interest or posts. Once written these articles (either some news relating to property in your area, local area guides, events, developments etc) will remain permanently indexed in Google.

Glossary

Absolute Link

A whole link that contains the domain name and extension of your website normally used when linking to other websites.

Accessibility

Making your website accessible to everyone so it can be accessed by disabled people and also search engines.

AdWords

Sponsored advertising on Google using pay per click adverts to generate targeted traffic to your website.

Algorithm

Google's secret equation or criteria that it uses to analyze websites and define their search engine ranking position.

Alt Tags

Alt tags are used to describe the images on your websites to the search engines and screen readers.

Anchor Text

Text on a webpage that contains a hyperlink that directs you to another page.

Article

Information or news story containing a hyperlink to a relative site.

Back Link

Links from another website linking to your website with no return link.

Blog

A Weblog is an online diary containing information on a specific subject or person.

Browser

A program used to view websites. Examples: Internet Explorer, Firefox, Safari, and Opera.

Cached Page

Copy of a web page stored within a search engines database.

Campaign

A group of AdWords ad groups in your Google AdWords PPC account.

Cascading Style Sheet (CSS)

An external style sheet used to control the design and look of a website.

Content

The information and text contained within a website.

Conversion Rate

The percentage of traffic viewing your website that then leads to a sale or purchase.

CPC

The cost incurred or price paid for a click through to your Adwords landing page.

CTR

The percentage of time your ad is clicked on compared to how often it is shown.

Directory

A website displaying a list of other websites that are separated into specific categories.

Domain name

The name of your website. For Example www.cravenplan.co.uk

Dreamweaver

Software used for designing and editing web pages.

Dynamic Website

The content is created dynamically from a database instead of being stored in a static web page.

External Links

Links from your website to other websites.

Flash

Technology that uses a free plug-in to allow your browser to display animations and flash movies.

Form

Used to collect information from your visitors and send it to a specified predetermined location.

Forum

A place where users can share information and discuss various topics.

Frames

Outdated technology used to create websites.

Froogle

A product search engine that displays photos and product information relating to search phrases.

Header Tags

An HTML tag that is often used to denote a page or section heading on a web page.

Home Page

The main page on your website also known as the index or default page.

Hosting Provider

A company that provides space on their server to enable you to make your website accessible to all on the World Wide Web.

Human Computer Interaction

The way humans interact with what is displayed on a webpage.

HTML Hyperlink

A link that when clicked on will display the website specified in the link.

Internal Links

Links that allow users to navigate to other parts of your website.

KEI

Keyword Effectiveness Index-This number is calculated using the number of times a search phrase is queried compared to the competition for that search phrase. The higher the number the more effective that search phrase will be.

Key Words/Key Phrases

The key words and search phrases targeted when optimizing your website.

Keyword Competition

The number of companies targeting a specific keyword phrase that you want to target.

Landing Page

The page you have designed specifically for PPC and will deliver your visitors to.

Link Farm

A large quantity of websites that all link to each other to gain links back for the process of spamming the search engines.

Meta Description

The description shown in the search engines to describe your website.

Meta Tags

The tags used to describe your website to the search engines.

Meta Titles

The tag shown in the search engines to describe your website and also shown at the top of the page.

Natural/Organic Listings

The results shown in Google below the paid for sponsored links.

Off Page Optimisation

The optimisation of links and content on other websites that relate to your website.

Online Competition

The top listed websites for your chosen keywords.

On Page Optimisation

The optimisation of your website's content, links and html code.

Page Rank

The Page Rank Google gives your webpage depending on the quantity and quality of your inward links.

PPC (Sponsored Listings)

The pay-for-performance pricing model where advertising cost is priced based on the number of clicks rather than the number of times shown. These adverts are displayed within the search engines and on other websites.

Reciprocal Link

When you link to another website in exchange for a link back to your website from the site you're linking to.

Sandbox

Term used to describe the effects seen with new websites in Googles search results.

SEO

Search engine optimisation, the process of optimising your websites content with the aim to appear higher for the natural search engine listings.

Search Engine

Internet Search Engines help users find web pages related to their specified search term.

Spiders/Bots

The program search engines send out to crawl the web by going from website to website via links.

Sitemap

A page on your website that includes a list to all of the pages on your website to enable good navigation.

Site Submission

The process of submitting your website to the search engines.

Source Code

The code used to create your website and the code analysed by the search engines.

Spamming

Any technique used to falsely try to increase a websites position in the search engines.

Split testing

The testing of ads or landing pages against each other to increase efficiency.

Static website

A website is updated manually via the use of software or HTML.

Traffic

The amount of visitors and search engine spiders to your website over a given amount of time.

URL

Uniform resource locator. The address of a page on a website that identifies it on the World Wide Web.

Web Page

Page contained within a website.

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