Most consumers start their information search by typing a set of words referred to as a “key phrase” (a.k.a. keyword term; a.k.a. search term; a.k.a. consumer search behavior) from one of the major search engines. Examples of common key phrases used by online consumers are "San Diego Real Estate" or "San Diego Homes for Sale.” Effective real estate search engine marketing begins with knowing the exact key phrase most often searched for by online consumers on a particular topic. Recent advancements in technology now make getting this important data a reality. In fact, all consumer searches conducted on the Internet are recorded and can be viewed to see exactly how many times a particular key phrase is typed into the search engines. This reveals the behavioral search patterns you need to target for your search engine marketing program. This information is the cornerstone of building an unbeatable search engine marketing program.

Online consumer search behavior is kind of like having a geographic farm of 2000 properties all with big flashing sirens on their roofs. Whenever an owner within your farm shows any behavior that is consistent with a desire to sell their home, the siren goes off and you are alerted immediately to that listing opportunity.

That would be awesome, wouldn’t it? Well, the Internet offers this level of direct target marketing and much more. This valuable consumer search data, when utilized properly, is the most powerful advancement in modern marketing. It takes all the guesswork out of targeting your prospective audience. It makes real estate marketing a precise science.

Determining the most effective key phrase to target for your Realtor web site is the first step in building an effective search engine marketing program. To assist you in identifying online consumer search behavior, we recommend using Overture's Term Suggestion Tool. This search engine marketing tool allows even the most nontechnical agent an easy method in determining what key phrase they should be targeting.

This search engine marketing tool allows you to type a common search phrase like, "San Diego Real Estate" and it returns, not only the number of times that key phrase was searched for by consumers in the previous month, but also lists all similar suggested key phrase patterns and the number of times each of those were searched.

To get started, in researching the key phrase that best targets your search engine marketing, simply follow the steps outlined below.

Steps To Search engine marketing Keyword Research

Click here for the Overture Term Suggestion Tool.

In the text box, start by typing the most common industry related phrase consumers use in searching for the services you provide. (i.e. "[your marketplace] real estate" is usually the most common. This will result in a list of key phrases, as well as, the number of times each of them were entered in the search engines in the previous month. This list reveals all the consumer behavioral search patterns your search engine marketing should be targeting.

You can print the list of key phrases, including their search amounts, by placing your mouse cursor over the window area and right clicking. This will popup the menu window and you simply click on "Print.”

Once you have printed the list, you will want to continue your search engine marketing research by performing searches on sub-areas of your marketplace. You may also want to conduct a search of any popular developments within your marketplace.

You should repeat this process, substituting the word "real estate,” with the following words:

• home
• Realtor
• property
• realty
• foreclosure
• beachfront
• house
• mls
• new home

We suggest you also conduct research on any other terms you believe apply to building an effective search engine marketing program.

After you have finished the search term research for all of your potential target key phrases, you will need to decide on which key phrase you will be targeting. You will want to choose one key phrase that receives between 500 and 1500 consumer searches per month. The more consumer searches a key phrase receives, the more competitive and challenging it will be to get top search engine placement.

Each key phrase has a hidden marketing message that identifies certain behavioral characteristics about the online search consumer. You will improve the quality of your search engine marketing dramatically by targeting your key phrase wisely. The following examples illustrate some of the main characteristics.

"San Diego Real Estate" searchers are displaying a behavior of someone who is just starting the real estate cycle. It is a very broad phrase, not indicating any real specifics.

"Coastal San Diego Real Estate" is getting quite a bit more specific. It indicates someone in the middle of the real estate cycle.

"La Jolla Waterfront Properties" is a very specific key phrase search and likely is someone who is narrowing in on their target goal. They are going to be taking action soon, and are at the end portion of the real estate cycle.

The more specific the consumer’s search behavior becomes, the further along they are in the real estate cycle. Targeting key phrases that indicate a behavior consistent with being somewhere between the middle and end part of the cycle will impact your search engine marketing dramatically, specifically as it relates to your ROI and time management. The closer one gets to the end of the cycle, the higher their motivation becomes.

There is many other search engine marketing word insights that can be associated with the words consumers use in their search behavior. This fascinating subject will be the main topic in one of my future articles. As a bonus, without getting into too much detail, allow me to share a couple of the powerful insights that will improve your search engine marketing.

Online search engine marketing words that reveal consumer behavior:

Property: This is a term mostly searched for by investors. Most individuals are not looking for a “property” to live in. They are looking for a “home.”

Real Estate: The term real estate demonstrates a non-personal behavior. It indicates a person still in the beginning part of the purchase cycle. The emotion associated with the feeling of ownership has not yet set in and those consumers are still generalizing. You never hear a homebuyer say they are looking for the perfect real estate! This is also a term used by investor types and is also an industry term that is searched by other Realtors.

Home: This term, on the other hand, does indicate the feeling of ownership. As one closes in on their goal, their belief becomes stronger. As belief grows, so does the emotional aspect of the transaction. Social mindsets have a major influence in this type of word behavior. Popular metaphors like; "Home, Sweet, Home,” Home Away from Home", "A Happy Home", etc. reinforce this behavior. Everyone wants a wonderful home to live in.

Remember, the more "feature expressive" the consumer’s behavior, the further into the real estate cycle they are and thus the more effective your search engine marketing will be. Words like beachfront, waterfront, and references to specific communities are strong signals that indicate where consumers are in the real estate cycle.

Published: April 21, 2004

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