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How to configure keywords

This article has been developed taking into account the usage experience and results of Mapaprop real estate websites. If you have any type of opinion or comment to make about it, please do so by reporting a problem from Mapaprop

Attention: this keyword configuration manual does not follow a pre-established model: it is adapted and highly related to the particular characteristics and functions of Mapaprop real estate websites (this guide is tailor-made for our system).

We also clarify that the manual refers to the possibility of achieving results in natural positioning within search engines like Google. If you want to force the option of being in the top results, you can use Google Adwords

Introduction

The "Titles", "Keywords" and "SEO Description" editing feature that Mapaprop makes available to you are the tools that allow you to enter the world of internet marketing and positioning.

These are generally options available only to internet professionals or website providers. At Mapaprop these functions are available to end users, with the aim of "self-supplying" and thus avoiding the costs of hiring such services.

Mapaprop provides a keyword editing space on each of your website's web pages. We are talking about "Home Page" and "Contact Page", plus all the following pages you create for your website from "Website" > "My Pages", whether they are shown in your website's menu or not. This space is 2000 characters, which allows you to create approximately 250 keywords including commas (,) and spaces ( ). This is more than enough for your configuration, considering that Google recommends using between 20 and 30 words per page. You should also keep in mind that there is no limit on the number of pages you can create for your website managed from Mapaprop.

Clarifications: This keyword configuration manual is for the function of adding keywords in "My Pages". For what relates to Properties, we recommend the help article Writing optimized texts

Your website is functional, self-manageable, modern and with effective support ... now you should focus on more important things: positioning your name, your brand, your real estate agency in search engines.

SEO stands for "Search Engine Optimization". Your website is SEO READY, which allows you, without doing any type of configuration, to obtain direct visits from search engines (thanks to the titles, descriptions and text content that your site generates for each of your properties.

If you started reading this guide, it's because the topic or at least the title of this article interested you. Now that you've read some lines of this text, you may think this is an unrelated topic, that has nothing to do with your previous experiences with real estate websites. Mapaprop does not impose a single standard configuration on you, where you would be limited to generic results: you have configuration freedom, real customization of your strategy to position your brand on the internet (through your website), and thus manage your business's image.

Keyword configuration

Each page you create within your website should have a complete data load in the "Title", "Keywords" and "SEO Description" fields. You can manage them from the Page Editing view in Mapaprop.

Things to keep in mind before starting to work:

1- Keywords for "real estate agencies in zone x"

The keywords for "real estate agencies in a given zone" are among the most important for your activity. People generally search (always keeping in mind that we're talking about the real estate industry):

  • properties and types of operations in a given zone
  • or real estate agencies in a given zone.

In summary: these keywords would allow you to be found without people knowing your name or your agency's name. The way to cover this "category" of keywords would be the following:

inmobiliarias en haedo, inmobiliarias de haedo, inmobiliarias haedo, haedo inmobiliarias, inmobiliaria en haedo, inmobiliaria de haedo, inmobiliaria haedo, haedo inmobiliaria,

This would cover your zone. Eventually, you'll want to position yourself in other nearby zones where interest or the marketing of properties is high or interesting. Then you could add (if you think it's good for your business) the following:

inmobiliarias en moron, inmobiliarias de moron, inmobiliarias moron, moron inmobiliarias, inmobiliaria en moron, inmobiliaria de moron, inmobiliaria moron, moron inmobiliaria, inmobiliarias en ramos mejia, inmobiliarias de ramos mejia, inmobiliarias ramos mejia, ramos mejia inmobiliarias, inmobiliaria en ramos mejia, inmobiliaria de ramos mejia, inmobiliaria ramos mejia, ramos mejia inmobiliaria, inmobiliarias en zona oeste, inmobiliarias de zona oeste, inmobiliarias zona oeste, zona oeste inmobiliarias, inmobiliaria en zona oeste, inmobiliaria de zona oeste, inmobiliaria zona oeste, zona oeste inmobiliaria,

Finally, a complete example of keywords for this area of competition would be:

inmobiliarias en villa ballester, inmobiliarias en ballester, inmobiliarias de villa ballester, inmobiliarias de ballester, inmobiliarias villa ballester, inmobliliarias ballester, inmobiliaria en villa ballester, inmobiliaria en ballester, inmobiliaria de villa ballester, inmobiliaria de ballester, inmobiliaria villa ballester, inmobliliaria ballester,inmobiliarias en san martin, inmobiliarias de san martin, inmobiliarias san martin,inmobiliaria en san martin, inmobiliaria de san martin, inmobiliaria san martin,

Note that the keywords for "real estate agencies in a given zone" refer to:

  • real estate agencies in your direct zone (e.g. real estate agencies in villa ballester)
  • real estate agency in your neighboring zone(s) (e.g. real estate agencies in san andres)
  • real estate agencies in your broader zone (e.g. real estate agencies in san martin, real estate agencies in zona norte, real estate agencies in gran buenos aires,)

Comments and Recommendations:

  • The objective of these keywords is to position your real estate agency in your zone.
  • If you want to position your agency without people knowing your name, these are your most important keywords.
  • Repeat these keywords on each of your website's pages; having them on several of your pages will increase your chances of being found.
  • Keep in mind that any keyword strategy is relatively temporary. For example: you may decide to place the same "real estate agencies in..." keywords on all your website's pages, but perhaps in the future you'll notice an improvement in your search engine results position, and therefore want to position yourself with other keywords. Since the number of keywords is limited, you should remove the repeated keywords from some pages, to focus on new keywords more suited to your new strategy.

2- Keywords referring to your "name, brand or agency name".

This second group of keywords is also very important: they would allow people to find you or your business in search engines under the commonly known name or a similar name. This means that people who know your name precisely or similarly will be able to get your link on search engines immediately by typing your name or a similar form. To configure this group of keywords we recommend the following set of combinations (adapt the model with your name):

estudio caldara, estudio caldara propiedades, caldara propiedades, caldara inmuebles, inmuebles caldara, caldara, caldara inmobiliaria, inmobiliaria caldara, caldara bienes raices, caldara operaciones inmobiliarias, caldara negocios inmobiliarios, Roberto caldara, abogado caldara, martillero caldara, corredor caldara, corredor inmobiliario caldara,

Comments and Recommendations:

  • The main objective of these keywords is for people to type your name or similar name and have you appear in the top positions of search engines.
  • One of the "collateral" objectives of using these keywords is for you to stand out among others with exactly the same name or similar name.
  • The "competition" for these keywords will tell you whether or not you should load them on many of your pages. Translation: if there are other agencies with a similar name, you should place these keywords on all pages.
  • If you have a new website and are starting to manage your positioning from scratch, initially, you should place these keywords on all your pages.
  • If you previously had another website and already have search history on sites like Google or Yahoo, you can configure these keywords on sections such as "About the agency", "Who we are".
  • If you notice that you don't have much competition (there are no colleagues with a name equal or similar to yours), your positioning is practically guaranteed, and therefore you can configure these keywords on sections such as "About the agency" or "Who we are".
  • Keep in mind that people who type your name or agency name are people who are already looking for you, already know you, and therefore if you see that you quickly rank for your name, you can leave that spot for other more competitive keywords.

3- Keywords for "activities and/or services in a given zone"

These words serve to attract visits from people searching for your offered services or the content you included on the page. You should enter them to get a direct result for that service or content. For example, in the "contact" section you can assign the following words:

tasaciones en haedo, tasadores en haedo, solicitar tasacion haedo, solicitar tasacion en haedo, tasacion en haedo, tasador en haedo, tasador inmobiliario en haedo, tasaciones en haedo moron, tasadores en haedo moron, solicitar tasacion haedo moron, solicitar tasacion en haedo moron, tasacion en haedo moron, tasador en haedo moron, tasador inmobiliario en haedo moron, tasaciones en moron, tasadores en moron, solicitar tasacion moron, solicitar tasacion en moron, tasacion en moron, tasador en moron, tasador inmobiliario en moron,

Now, we mention another example of keywords assigned to specific content on a section (page) within your site: e.g. "Developments" section:

emprendimientos inmobiliarios en san isidro, emprendimientos en san isidro, emprendimientos en zona norte, emprendimientos en acasusso, emprendimientos inmobiliarios en acasusso, inversiones inmobiliarias en zona norte, inversiones inmobiliarias en olivos, inversiones inmobiliarias en acasusso, fideicomisos en acasusso, departamentos en pozo en acasusso, venta en pozo en acasusso, departamentos a estrenar acasusso, departamentos para renta en acasusso, -nombre del emprendimiento- en acasusso,

The objective of this type of keyword is for a person searching for certain specific content to find, upon clicking the link shown by the search engine and entering the site, exactly what their search requested.

4- Keywords about "type of operation" + "type of property" + "zone x"

This type of keyword is the most used in the real estate industry, since the first thing a person normally types into a search engine when starting a search is "what they're looking for", and not so much "who sells it". People look for their objective first. Second, they start to see who allows them to achieve it.

We'll illustrate the idea with an example: "rentals in Mar del Plata". That search will return more than 1,500,000 results. As I said initially, when someone searches, they first type what they're looking for. That's why in the real estate industry everyone types the property they're looking for and/or the type of operation and/or the zone of the property.

The semantic way of writing search words can change by alternating the factors that make it up (type of operation, type of property, zone x) and their order. "House for sale" or "sale of house" "sale of houses" "houses sale".

Thus, "rental of houses in Ushuaia" is not the same as "houses for rent in Ushuaia". We now show an example:

propiedades en ballester, inmuebles en ballester, ballester inmuebles, casas en ballester, departamentos en ballester, locales comerciales en ballester, lotes en ballester, terrenos en ballester, emprendimientos en ballester, ph en ballester, propiedades en venta en villa ballester, casas en venta en villa ballester, casas en alquiler en villa ballester, alquiler de casas en villa ballester, locales en alquiler en villa ballester, locales en venta en villa ballester, alquiler de locales en villa ballester, venta de locales en villa ballester….

When we say that these words are the most searched, we say so based on tools that give us user search statistics. Just as you can access that data, others do too, looking for the same thing as you: to get more visits to their website. Therefore you should know this golden rule: what people search for the most is often what is most offered. This means that competition is the order of the day, and in this case, competition is really fierce.

Some ways of combining the factors (type of operation, type of property, zone x) that make up these keywords could be:

  • Type of property + zone x (houses in vicente lópez)
  • Type of operation + zone x (rentals in vicente lópez)
  • Type of property + type of operation + zone x (houses for sale in vicente lópez)
  • Zone x + type of operation (Vicente Lopez rentals)
  • Type of operation + type of property + zone x (sale of houses in vicente lópez)

You should understand that by using this type of keyword you will be competing (in zones with more development) directly with real estate portals. These sites are real estate search engines and generally have a high level of feature programming, including the automated generation of content, urls, titles and keywords. They are technologically better prepared than you, and through certain algorithms, generate keywords automatically, whereas you do it manually.

Here's our advice:

Invest effort in real, tangible objectives. Using Google's keyword tool you'll know the competition level of certain keywords. By placing keywords directly in google, you'll know who you're competing against, on which page you might appear.

If you observe that for certain high-competition keywords like "rentals in palermo" there are colleagues appearing on the first page of results, we say: go ahead, if you want to compete it is possible.

Now, if you see that there are only portals, first page, second page, ...portals and more portals, ... don't push it. Use the character space for other keywords that can help you get real visits. You'll surely be able to compete on other keywords.

5- Keywords directly "related to the page content"

These are the keywords that every SEO manual normally indicates you should configure for your page. Depending on the text content included on that page, you should write words that mark a direct relation to it. For example:

"Who we are" page: let's imagine that its content refers to the appraiser's résumé, so the keywords could be:

tasador inmobiliario en Vicente López, Colegio Martilleros San Isidro, Cámara Inmobiliaria Argentina, CIA, tasador judicial Vicente López, …

"Developments" page: if, for example, the content refers to a list of developments or a particular development, the keywords could be:

emprendimientos en pozo, emprendimientos en caballito, negocios inmobiliarios en caballito, negocios inmobiliarios, emprendimientos inmobiliarios capital, emprendimientos inmobiliarios en caballito, desarrollos inmobiliarios, emprendimientos, emprendimientos inmobiliarios capital federal, fideicomiso inmobiliario,nuevos emprendimientos inmobiliarios, emprendimientos inmobiliarios caballito, proyectos inmobiliarios, emprendimiento inmobiliario, …

"Frequently Asked Questions" page: in the case of having a page that communicates informational topics about real estate transactions, the following words would be an example for this section:

gastos de compraventa, contrato de compra venta de inmueble, contrato de compraventa de vivienda, escritura inmueble, contrato de compraventa de inmueble, escrituras de propiedad, boleto de compra venta de inmueble, escritura de compraventa, contrato de compraventa, compra venta contrato, escritura compraventa inmueble, la guia inmobiliaria, contrato de compra venta, compraventa de inmuebles, guía inmobiliaria, escritura inmobiliaria, registro de operaciones inmobiliarias afip, mercado inmobiliario, registro de operaciones inmobiliarias, registro de operadores inmobiliarios, inmuebles en venta, registro operaciones inmobiliarias, afip registro de operaciones inmobiliarias, registro operaciones inmobiliarias afip, operador inmobiliario, operaciones inmobiliarias,

"Judicial Auctions" page: If you have activities related to Judicial Auctions, you could configure the following example keywords for a section:

remate, remates judiciales campos, casas en remate, subastas judiciales, remate judicial casas, remate judicial inmuebles, remate judicial propiedades, remates judiciales casas, propiedades en remate judicial, remates judiciales de inmuebles, remate judicial de propiedades, remates judiciales propiedades, subastas, casas en remate judicial, remates judicial, remate judicial, remates judiciales inmuebles, remate judiciales, remates judiciales, gastos de compraventa, contrato de compra venta de inmueble, contrato de compraventa de vivienda, escritura inmueble, contrato de compraventa de inmueble, escrituras de propiedad, boleto de compra venta de inmueble, escritura de compraventa, contrato de compraventa, compra venta contrato, escritura compraventa inmueble,la guia inmobiliaria, contrato de compra venta, compraventa de inmuebles, guía inmobiliaria, escritura inmobiliaria, registro de operaciones inmobiliarias afip, mercado inmobiliario, registro de operaciones inmobiliarias, registro de operadores inmobiliarios, inmuebles en venta, registro operaciones inmobiliarias, afip registro de operaciones inmobiliarias, registro operaciones inmobiliarias afip, operador inmobiliario, operaciones inmobiliarias,

6- Keywords related to "competitors" or "colleagues" or "related sites"

As we've been explaining, writing keywords means entering the world of internet marketing. This means you'll have to plan a strategy, a way of carrying out your promotion.

You can push for participation in the competition for "real estate agencies in zone x", you can strive to achieve positioning for "type of operation + type of property + zone x", you can refer directly to "specific content" or talk about a "particular service". But there is another option raised here: use keywords that refer to "competitors", "colleagues" or "related sites" so that you compete to appear in the search results for those keywords.

We clarify that using this type of keyword may divert you from the common strategy that focuses on "your own", placing focus on "others". The decision to use these keywords will be an absolutely personal matter.

An example of this use would be (here we'll use keywords that refer to real estate portals):

argenprop, buscainmuebles, busca inmuebles, zonaprop, zona prop, argencasas, topinmobiliario, top inmobiliario, …

Another example would be expanding your area of influence to geographic limits where you have real interest, or you want to push against local competitors away from your zone (let's imagine your agency is located in Ramos Mejía):

inmobiliarias en ramos mejia, inmobiliarias en san justo, inmobiliarias en villa luzuriaga, inmobiliarias en haedo, inmobiliarias en villa sarmiento, inmobiliarias en palomar, inmobiliarias en morón, inmobiliarias en castelar, inmobiliarias en ituzaingó, inmobiliarias en parque leloir, inmobiliarias en ciudad jardín lomas del palmoar, inmobiliarias en Caseros, …

Finally we can illustrate a way that "perhaps" is questionable for some ethically: including the names of your competitors literally:

dimarco bienes raices, marrasca propiedades, multino inmobiliaria, martino negocios inmobiliarios, sobrado propiedad, …. (these are all made-up names, put your competitors there)

Keyword Suitability Study and competition analysis.

Now, you may wonder how do I know if "it's worth putting these keywords", or if the keywords that come to mind "will be good or searched for by people". For this we have a Google tool called "Keyword Statistics". This tool allows you to measure each keyword to take into account whether or not it's important to you. You should keep in mind:

  • The number of monthly searches for those words (you will compete for those clicks)
  • The competition that exists (low, medium, high) for those keywords: high competition with low search volume may not be relevant to you. You should make decisions about whether or not you want to appear with those keywords.
  • Similar ideas: the system gives you IDEAS about similar or related keywords: they won't always be relevant to you, but it's good to read the ideas.

Mapaprop does not provide support for this Google tool, nor for keyword configuration, but these guidelines will help you handle the tool easily.

Access Google's Statistics and Keyword Tool

Writing optimized texts (internal pages and property descriptions)

If you understand that any text written on your website can be found through the crawling carried out by an internet search engine (like Google), since these texts contain words that, if they match those that people type into the search engine, your content will appear as a result in the search engine.

This means you have to write the texts correctly, without using abbreviations, always trying to think that your text contains "keywords" among its paragraphs.

To learn more about this topic, see Writing optimized texts

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