Long Tail is a very important factor to take into consideration by any real estate in order to get organic traffic towards its sites. This is also a concept that adds to the real estate SEO basic definitions.
Inside the real estate sector in Spain, this concept is not taken too much into consideration. Real estate websites are one of the sites where we can notice this concept is not applied at all.
Implemented and used in a correct way, Long Tail is an essential factor for the visibility of a real estate site on Internet in an effective way.
Before starting to explain the concept of Long Tail and its effective use, we need to make a clear observation: for all search engines, a real estate blog article or a property published on the real estate web means the same thing!
Search engines like Google or Bing do not distinguish between the different types of published contents of a real estate. For the search engines, a post is a content no matter if it is a real estate blog article or the pictures of the property for sale.
This is important to take into consideration, because a real estate in Spain dedicates only to the posting of properties for sale or rent on its website, without considering that the focus of the search engines are on a content.
For search engines, a content us a URL address linked to it which has certain info. The info linked to the contents can be of different types: texts, images, multimedia archives, etc.
However, a content must have a minimum number of words, be optimized and use Long Tail in a correct way in order to achieve a SEO visibility.
In other words, Long Tail is a concept that must be taken into consideration by any real estate, both for the posts on their websites as for the contents of their real estate blog.
What is a real estate Long Tail.
In order to understand the concept that determines the visibility of the contents on Internet, we need to start by understanding how it appears.
The term Long Tail was firstly used by Chris Anderson in an article published in 2004. With the passing of the years, this concept has been understood as an important SEO factor for visibility.
In that article, the author describes the tendency of the mass market linked directly to the behavior of the consumers and how they link to new technologies.
From there, another concept used in the real estate digital marketing sector has appeared and it is defined as a ¨market niche¨.
This is a specific segmentation of the contents shared on Internet and analyzing from the view of a real estate, its market niche will become the well-defined real estate environment.
Although the concept´s roots was never applied to products and services of low consumption as for example the property selling or properties rentals, nowadays it is applied in a frequent way.
This concept was normally used for more than a decade on products and services directly targeting the massive consumption through Internet (low cost products targeting the mass consumption). However, it is important to bear in mind that today´s market niche concept is a keyword inside the visibility of a real estate on Internet.
Consequences on the change of perspective applied by Anderson and the new concepts derived from his theory (market niche and Long Tail) have had a radical change in the concept of digital marketing on Internet.
The drastic change that brought a change of perspective affected the business strategy of spreading the contents on Internet in a direct way and it had become a great progress for the users that are looking for online products and services. Nowadays, a real estate is in a big challenge with other companies from the same sector on Internet and also with other millions of companies that position their posts and updates on Internet.
Speaking technically and professionally, the market niche that represents the real estate sector is considered as ¨low volume¨, although it shows high economic numbers. It is also copared to the products of massive consumption on Internet.
Long Tail applied to the real estate blog SEO.
As we mentioned before, Long Tail should be applied to the real estate blog and real estate website, as the contents published are not technically distinguished by the search engines on Internet.
However, there is one key question that appears from the first part of this article: how to use Long Tail in an effective way for the best of the real estate.
Internet users have preferences and defined interests and the real estate can get to know the search trends of its potential buyers through specific tools.
By knowing the way in which the users search on Internet, the real estate can optimize its real estate blog and properties for sale in an effective way.
This means focusing the audience and segmenting it by different variables that actually link to it.
Search engines are good for getting more info, but they represent also a real time report of the behaviors and preferences of the users. This becomes the possibility of the real estate to focus on the resources of its potential buyers.
A real estate blog article does not mean the sale of a property or rent of a property, but indirectly, it represents an essential resource for the brand development and the positioning of the real estate on Internet.
Apart from bringing added value to the real estate, a real estate blog brings organic traffic to its website and benefits for its SEO positioning.
We should never leave aside that even if Anderson´s concept was applied to specific roots of the sales by Internet, nowadays Long Tail is applies exactly the same for any type of content shared on Internet.
Keywords of real estate blog and website.
Segmenting and focusing the potential buyers of a real estate is essential, not only inside the Internet sector.
In order to manage to focus the resources of the real estate on Internet, especially through its blog and website, a real estate must pay attention to the use of keywords.
From a technical point of view, the keywords used and the Long Tail concept are two strictly linked factors.
In order to know the search trends of the users on Internet and manage to use the proper keywords to get effective results, the real estate can go to different tools.
However, simply by using the system of auto-complete of the search engines on internet, a real estate can observe a trend on the searched linked to a specific market niche.
Google Trends is another very effective and free tool which is very specific with the given info. This tool allows us to observe the users´ trends, but it shows also precise data on the regional segmentation.
A very practical and illustrative example is to put different synonyms of the keywords, in order to position the real estate on Internet. In this way, a real estate in Spain will detect the users are not looking for “properties” on Internet, they are looking for “houses”.
Potential buyers of the real estate in Spain do not look for ¨properties for sale¨ on Google. Actually, they look for different ways of language as for example ¨houses for sale¨.
This is a basic, but significant factor. Moreover, this is the start of understanding how Long Tail shall be applied in an effective way.
A real estate blog in Spain cannot use certain words. Neither the real estate web can include terms that would affect the positioning in a negative way.
In the following article we will keep analyzing how to use Long Tail in an effective way, both for a real estate blog as for the specific case of the real estate web.
Sources: ANDERSON, CHRIS. The Long Tail: Why the Future of Business is Selling Less for More. New York Times, 2008 edition.