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The ever changing rules of SEO seem like a minefield for the uninitiated. Meta data tags, latent semantic indexing, canonicalisation; not only do you need to understand what these terms mean, you apparently need to be ready for Google to rewrite the rules that govern them at any moment. 

It’s a challenge to wrap your head around what SEO is, and how to use it effectively. But it’s a fact of life for any real estate professional who’s using the internet to promote their agency and listings (so, everyone). And the good news is that Google’s most recent algorithm update, Hummingbird (which we covered in detail here) means that good SEO really just boils down to common sense. Google’s overarching aim, no matter how the algorithm changes, is to help users locate interesting and useful content, fast. That should be your overarching aim too, and sticking to it will shield your site from future algorithm updates.

So if you want your website and its content to rank well in search engine results, here’s what to keep in mind.

Improve user experience

Make your site as user friendly as possible. It should be easy for users to navigate and find the information they’re seeking. All pages should be accessible within four clicks of the home page. Clean design, readable fonts and eye-catching images are icing on the cake. Page load times are vital; the longer your website takes to load, the less likely visitors are to hang around. Visitors who have a positive experience on your website are much more likely to bookmark, return and share.

Create relevant content

Figure out what your audience wants – then give it to them. Chances are they have questions that aren’t being answered elsewhere, so use your expertise to fill the void. Tell them about market trends in the local area, give advice that helps them out when buying or selling property, and promote your successes.  Unique, high quality content is a non-negotiable when it comes to SEO. Be clear about the value you offer, and post relevant content at the appropriate time; for example, there’s no point posting a list of tips for people bidding at auction just before a long weekend when there a few auctions scheduled and everyone’s going away.

Structure that content

Write with keywords, headings, and quality in mind. When it comes to keywords, focus closely on the topic – you don’t need to jam the piece with a particular word because Google is increasingly savvy at understanding which synonyms and phrases are related to the topic at hand. Focused, on-topic pieces are great for SEO. Clear, meaningful headings are also vital – they give people a reason to click on your links and further help Google understand the subject under discussion. And longer, in depth pieces are more likely to rank well; not every post needs to be a thousand word essay, but thoroughly exploring a topic is what Google, and your audience, wants. 

Build your authority

Build authority by getting other reputable sites to link to yours and promote your work. Social media shares are good, but not enough on their own. How do you encourage other websites and bloggers to promote you? Promote them – link to relevant content and share it with your readers and social media followers. If you’re producing great content, they’ll notice and return the favour. Online, it pays to be generous, and acknowledging others is just as important as self promotion. 

Master mobile optimisation 

If your business doesn’t yet have a mobile strategy, 2014 is the time to put one in place. Hummingbird makes it more difficult for sites lacking a mobile strategy to rank well. A huge chunk of your customers access the internet on phones and tablets, so you’re missing out if you don’t cater to them.

Use social media

Foster a strong presence on the social sites that makes sense for your business. If a social media platform allows you to reach your target audience, it’s useful. Focus on one or two sites that work for you; if you customers aren’t using Facebook, maintaining a Facebook page is a waste of time. Google+ can be useful because your content is linked via Google Authorship to your profile, which gives it an SEO boost.

The key elements of SEO, like link building, social media promotion and compelling content, all work together, so it’s crucial to invest the necessary time and effort. 

What  SEO strategies have worked for your business?