Real Estate Marketing Academy

How to Do Keyword Research

Katrina Langer

By Katrina Langer


How to do keyword research

How to Do Keyword Research

As we’ve talked about previously, the best way to help people find and enjoy your content via organic search is to make sure that content is helpful, informative, and share-worthy. But how do you find out exactly what kind of real estate content people in your market are interested in? By looking at what they’re Googling. The keywords your target consumers are typing into their search engines are exactly the phrases you should be using to build an effective SEO strategy.

So, where should you begin?

Make a list of phrases related to your business.

Before even opening a keyword research tool, make a list of 10-20 keywords or phrases that you feel best describe your products or services. This might be as simple as “real estate,” or as specific as “houses for sale in tallahassee.”

Don’t worry about ranking them in order of importance or value to your business—that comes later. For now, just make the list.

Expand your list.

Once you have your list as a starting point, keyword research tools can help you discover what other phrases or questions people are searching to uncover content related to your business. While there are dozens of keyword research tools out there, we recommend starting with the following:

Google Keyword Planner
Moz Keyword Explorer
WordStream Free Keyword Tool

If you’re looking for a quicker, easier way to generate ideas, look no further than Google’s autocomplete feature. Simply start typing one of the keywords from your list into your search bar, and Google will suggest several variations.

Finally, while most keyword research tools offer a snapshot of the current moment, Google Trends can show you the popularity of certain keywords over time, helping you “future-proof” your list..

keyword research: group keyword themes

Group keywords by themes

Depending on the size of your market and audience, your expanded list of keywords may include anywhere from a couple hundred to a couple thousand phrases (many of which will be very similar). Once you’ve assembled this list, try grouping your keywords by theme.

For example, many consumers in your area may be wondering about first-time home buyer programs and information, while others may be interested in a specific neighborhood or property type.

Don’t worry too much about getting too specific here. You’re just doing this to uncover bigger trends in searches. Avoid deleting keywords that only seem tangentially related to your business—they may indicate a larger trend that you can write valuable content about!


Strategize your content

Now that you’ve listed your keywords and organized them into themes, it’s time to start writing about them.

Remember: topics you don’t specialize in may still be a source of content for your business. For instance, even if you don’t work with first-time buyers, your insights into local market trends may still be useful for first-time buyers. Or, maybe you have colleagues you’d recommend to first-time buyers. By providing referrals via content, you may convince your colleagues to send other clients your way. Whatever your angle, keeping an open mind about these secondary topics may result in content that’s just as valuable as your area of expertise.

We’ll talk more about writing blog posts and pages for SEO in a future post, but here are some quick tips:

  • See what your competitors are saying about the topics you’ve identified. You might find they haven’t written anything at all, which is great news for you! If they’ve covered the subject extensively, however, your content should add new perspectives to the conversation, rather than repeat what others have already said.
  • Keep it simple: Focus on answering one question or uncovering one topic per blog post.
  • Add links throughout your content to other subject matter experts. Try not to link to Wikipedia articles, but rather add valuable connections to content on news sites or industry blogs.
  • Don’t rewrite something you’ve already written. Instead, make updates to existing content to add to the conversation or reflect any recent changes.

To learn more about why SEO-optimized content is so important, check our previous post about SEO basics, and stay tuned to learn more about link-building and blog writing strategies.

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