The copy on your home page will greatly determine your website’s relevancy to a search engine query, so it should contain your major key words and phrases. Keywords are the terms that people type into the search windows when trying to find something on the Internet. It’s safe to say that everything about Internet marketing begins with keywords. So the first thing to do is make a long list of every possible keyword and phrase that someone might use to find your website. Here are some things to keep in mind:

  • Keywords should include the cities, districts, and region that your services cover.
  • The more “niche” your market, the better chance for higher search engine rankings because you will have less competition for your specialty keywords.
  • Capitalization does not matter with keywords.
  • Many words should be listed in both singular and plural versions.

Your keywords are phrases that you believe are relevant to your business and that people will use at the search engines to find services like yours. Examples of this would be:

  • San Francisco real estate agent
  • Cap Cod homes for sale
  • Orange County apartment rentals
  • Pensacola beachfront home
  • Pittsburgh mls listings
  • Idaho new home

To get started, check out a sample real estate industry keyword list here. You can also use the iHOUSE Keyword Wizard available in the Keyword Manager Link on your Admin Panel to identify additional keywords and titles. We will ask you to provide some information about your business. The tool will then produce a set of keywords and website titles based on your business segment and geographical area. You can then choose the best keywords and title to use with your website.

Once you have your chosen keywords, select 8 to 10 of the most relevant. Use these keywords in your homepage title, headline and the first 300 words of text on your website’s home page. For example, “San Francisco Residential Homes for Sale.” If possible, your title tag should also contain 3 to 4 keywords. You can change the website title and the description and keyword tags through the iHOUSE Keyword Manager.

Remember: your keywords provide relevance for the search engines – by targeting fewer, quality keywords, you attract visitors that are more likely to be interested in your services. If you pack your site with keywords that have little to do with your business, you may get more traffic but fewer resulting leads.

Now that you have identified your important keywords, you can start inserting them throughout your website content. You don’t want to stuff the keywords here, however. Google expects a keyword density in the entire body text are of maybe 1.5% to 2% for a word that should rank high.

  • Read through your current text, and see where you can add them, while keeping the content flow and readability.
  • In place of “we” or “us,” use your company name whenever possible – your company name is a key search term.
  • Search engines will give more weight or importance to words that appear near the tops of pages, headlines, and words in bold. Using keyword-rich copy to open paragraphs is important.
  • Bulleted lists are a good way to keep things from sounding awkward.

Add a Keyword-Rich Paragraph at the Bottom of Your Home Page

While the top of the page is an important place for keywords, your copy also needs to make sense to people visiting your website, not just search engines. If you find it challenging to use all your keywords in copy intended to convert website visitors into leads, try placing a small keyword-rich paragraph at the bottom of your home page.