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Home Purchase vs SEO (Search Engine Optimization): Online Marketing For Foundation, Structure and Location

By Steve Webb

Most people have a really good grasp of the fundamentals of the Real Estate industry. Many people will own a house at some time in their lives. Even if one never owns a home, they are likely to have considered buying a real estate at one time or another. There are very few milestone purchases like home buying and real estate is often the most scrutinized.

As such, most people are aware of the key variables that determine value in the Real Estate market: 1. Foundation 2. Structure 3. LOCATION


Most folks understand that a house is built from the foundation up. If the foundation isn't solid, everything else can be compromised. The same is true of your SEO initiative. A solid foundation is crucial to long-term success. And in SEO, keyword research is your foundation. Everything you do must be built upon it. Without an analysis of customer search behavior and the competitive landscape of the industry, an SEO program will lack the insight needed to get off the ground. Just like a house with a weak foundation.


While a foundation consists of building blocks of a solid residential structure, its only a fraction of the entire house. How many residents will eventually come to live upon this foundation? The fundamental value of a home's foundation is that it provides a permanent base for the structure that will eventually rest upon it . In the end, the quality of the construction is just as important as the foundation when assessing property value. As in the fairy tale story of the three little pigs, a house made of straw holds no real value.

As we continue our analogy of SEO and real estate, your company website is the online version of a house, and Google is both the appraiser and city code inspector. As such, Google and the other major search engines, will assess a wide range of checks on your website to determine its value, quality and relevance. Similar to the real estate market, layout and architecture are important components in the calculation of property value. The same is true for level of materials used in construction. From an SEO perspective, material components include things like:

1. Website coding: Best practices coding and structure is essential to enable Google to properly index every line of code on your online property.

2. Site Content: Although the Internet is continually changing and evolving, the one thing that has never changed is that content is king, and is now more important than ever. With keyword research and strategy comparable to a home's structural foundation, your content should be created in a way that delivers the best possible SEO. This is achieved using optimized body content and other coding elements such as website's page and meta titles, text headings, keyword anchor text, keyword ratios, etc. For example, if you have a page on your site related to Austin web design", the content and wording on the page should be related to this phrase.

Location, Location, Location

The most talked about element of property value the subject's physical address. External factors will always influence the value of a property. Even luxury properties fail to realize optimal value if they are located in low value neighborhoods. Other factors such as proximity to prime retail, demographics and crime activity can contribute significantly to real estate valuation.

Likewise, circles of association play a crucial role in Google's assessment of a web site. From an SEO perspective, high quality links will ensure your website has a great location. Search engines analyze the links to each website to determine the quality of the location in which it resides. If your site is connected with link farmers and spammers, you can't expect search engines like Google to attribute much value to your property. You're in the online hood.

In competitive markets, top Google rankings do not happen by accident. Want to prove to Google that your website should be ranked first? Make sure your link building efforts are focused quality over quantity.

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