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Build a better link profile and drive more traffic to your site.
September 21, 2018

How to Build the Ideal Link Profile for Your Real Estate Company’s Website

by The CE Shop Team

Drive More Traffic to Your Site Today

Technology and marketing change rapidly, but some aspects remain consistent. For a few years now, link building has been the number one way to drive traffic to your real estate website, and it seems like it will remain that way for some time. Link building refers to the process of getting other websites to link to your site in order to drive referral traffic. By taking advantage of link building, your prospective clients could find your business on various sites but each link would drive them back to you. Of course, having quality content is important, and can even help you earn some of those backlinks. But without a strong link profile, your quality content will go unseen.

Link building is not one size fits all. The way you would build your perfect link profile as a real estate company is very different from the way you might build your link profile as a law firm. You not only want to drive traffic to your website, you want to drive the right kind of traffic. Below are a few suggestions on how to do that.

Join a Directory

Make sure you’re joining the right kind of directory. You want to be listed on something industry-specific and moderated. If it’s a directory that anyone can edit and add to, it’s probably bogged down with spam, and Google’s more likely to pass over that. However, real estate companies have largely been met with success joining professional, moderated directories. For real estate agents, there are several options, such as House Value Store, ListHub, and HotPads. Even better, join an industry-specific association. The stronger their own link profile is, the more they can amplify your link profile.

Below is a chart of the most popular referring domains for U.S. real estate firms based on research done by SEMrush. These domains were determined by analyzing the backlinks of corporate websites on the referring domains. The percentage of matches used here denotes the percentage of companies that a particular domain links to. For instance, House Value Store links to about 99% of real estate companies. For more information on these findings and a full list of the most popular referring domains in real estate, check out this guide.

Be Involved in Your Community

When it comes to digital marketing, we often think of things on a global scale. But if you’re a real estate agent in, say, Nevada, you don’t need to sell a home to someone who lives in Singapore with no plan to move. You want to attract defined local traffic. One way to get it is to get involved in your community. Donate to local charities, support regional theater programs, or partner with local associations.

Specifically, look for entities in your community with excellent social media or digital platforms. Why? Because when those organizations talk about their most recent play, or their most recent fundraisers or ventures, they’ll be able to say, “sponsored by X” or “thanks to our friends at X for their support.” They’ll say it online and often with links. And because those links are local, Google is more likely to trust them and prioritize them. Potential customers will also trust these links and recommendations from established groups in your community.

While it might seem obvious, you also want to make sure that your local address is listed online and is easy to find. Research has shown that half of local mobile searchers are searching for local addresses for businesses and other information. One way to help this is by embedding a Google map into your website.

Diversify Your Link Sources

Too many backlinks from the same source looks suspicious, and not just to consumers. It also looks suspicious to Google’s algorithms. Your backlinks are likely to take a backseat if they’re flagged, and there may even be penalties if it seems like you’re trying to cheat the algorithms. The answer, instead, is to diversify your backlinks. This may mean guest blogging on various websites, partnering with a variety of local businesses, and listing yourself on more than one professional directory. Set up accounts on multiple popular review sites, and the more reviews you receive, the stronger that link will become.

Watch the Competition

If you want to know how to build a strong link profile, take a look at your competition. In particular, look at your most successful backlink competitors. What do they have that you don’t? A strong social media platform? Partnerships with trusted, established sources? A professional marketing team? This is also a good way to see what might be a waste of your time. Rarely are two paths to link building success alike, but if you’re carrying link building deadweight and see your competitors getting by without it, maybe you should consider whether that’s actually necessary for you or not. You can also measure a competitor’s success with tools like SEMrush’s Keyword Competitors report.


Scrutinize Your Current Link Profile

Of course, some self-reflection will also be necessary. Let’s say you’re not a new real estate company. You’ve already put hours upon hours into building your link profile and it hasn’t been unsuccessful, but something’s not quite right. Maybe you’re not reaching a particular demographic. In that case, it’s a good idea to take a look at your blind spots and research where you can find those demographics. Are you already there? Then you might want to evaluate what content you use to reach that group.

Always Be on the Lookout for New Backlink Opportunities

The goal of an ideal link profile is for customers to come to you with very little effort on your part. However, the work of building your link profile is never really through. Some sources fall in and out of relevance. Sometimes new opportunities arise that could skyrocket your link profile to new heights if you jump at them. So never decide that you’re through building your link profile. You might reach a point of not having to dedicate hours each week to it, but you should always keep an eye open for new opportunities.

The ideal link profile for your real estate company takes care and effort, much like running a business in general. However, it is possible to block out all the dead ends and focus on backlinks that will continue to amplify your website.

This content was created in partnership with Josh Elkin, a digital marketing strategist who writes about traffic acquisition strategies and link building.