Did you know that 97% of your website’s first-time visitors leave (without purchasing!) to never return? I know, that’s a huge number.
The reason for that is they want to get to know you first before purchasing. However, in the process of getting to know you, they could get distracted and end up just leaving to never come back.
Let’s say they were looking for Christmas lights and they end up on your website. Then as they are looking around, they get a phone call from work. They close your website.
There’s a good chance that is your last time to see them.
Did you know that there is a way to bring them back? In this blog post, you will learn all about retargeting marketing.
- What is retargeting marketing?
- Platforms to use for retargeting
- Effective retargeting strategies
- Key takeaway
What is retargeting marketing?
Retargeting marketing—or simply, retargeting—is the practice of using personalized ads to remind your past visitors to return to your website and check out your products and services or to complete their purchase.
According to LinkedIn, only 2% of visitors convert on their first visit to a website. By retargeting those who visited your website then left without purchasing, you entice them into coming back to your website and convert.
For example, let’s say the person looking for Christmas lights earlier (let’s call them Alex) got a phone call from work and closed your website. If your company invests on retargeting marketing, they would be seeing ads of those Christmas lights even on other websites. That means they get to be more familiar with the brand and product of your company until they decide to check out your website again and eventually make a purchase.
Thing is, 49% of consumers need to visit your website 2-4 times before purchasing anything from you. So if they aren’t coming back after that initial visit, how will they make that purchase?
How effective is it? A 2018 statistic says that leads who see your retargeted ads are 70% more likely to convert. And not just that, but those who abandon their carts are also more likely to come back and complete their purchase, with conversion rates rising to 26% from a measly 8% from non-retargeted leads.
Retargeting also has been found to increase branded search results by at least 500% and deliver a 700% increase in website visitors “due to improved ad exposure.”
What is the difference between retargeting and remarketing?
Yes, retargeting and remarketing are two different strategies.
Retargeting is when you “target” a customer based on their activity (and cookies) by showing them your ads even after they leave your website. If you’ve ever felt like you’ve been “followed” by a certain brand or product that you’ve Googled once, that’s retargeting at work.
Remarketing is when you collect the information of your leads so you can send them sales and marketing emails. For example, check your “Promotions” tab in your email. You’ll see there are a couple of offers from various companies you’ve purchased from or signed up for before.
How does retargeting marketing work?
When your leads enter your website, they leave cookies. According to Google, “Cookies are files created by websites you visit. They make your online experience easier by saving browsing information.” Cookies basically give you the personalized experience you have on the internet.
There are two kinds of cookies: first-party and third-party cookies.
The difference is that first-party cookies are the ones created by the site you’ve visiting. For example, if you sign in to my podcast website, The Leadership Stack Podcast, you can keep yourself signed in there because the site has created cookies.
Third-party cookies are created by other sites. For example, here’s the homepage of CNN:
(I visited ReadyCloud to get statistics on retargeting, now I’m seeing their ad!)
To display their ads, third-party cookies are essential. What happens is that advertisers are using your first-party cookies with third-party cookies so they can retarget you even as you leave their website.
The interesting part is that support for third-party cookies were announced to be removed by Google by 2023. I won’t get into the alternatives here, but you can read this extremely useful blog post by Mateusz Rumiński on how retargeting will work without third party cookies.
When should you use a retargeting marketing campaign?
Simple—you use a retargeting campaign when you want your leads to come back to your website.
Whether it’s because they haven’t purchased anything yet, they abandoned their cart, or you have new products or bestsellers you think would catch their eye (and again, lead them back to your website), you should be retargeting your leads.
Platforms to use for retargeting
There are three major platforms that you can use to retarget your leads and bring them back to your website.
Google Display Network
Google Display Network has a massive reach, so using this platform would be essential in successfully retargeting your leads.
Image from WordStream
To use this platform for retargeting, what you need to do is to add a “pixel” or “tag” to your website for your visitors to get added to your retargeting audience through browser cookies.
Through the Google Display Network, you can show your past visitors ads as they visit the different Google partner sites. You can also create various lists for your leads so your retargeting campaigns will be more personalized and relevant.
We have all been followed by ads even on our social media accounts like Facebook and Instagram. That is because Facebook also allows retargeting campaigns on its platform.
Same with Google, you just need to install a Facebook pixel that will enable you to track your visitors and their actions as they engage with your brand. You can also create lists for your leads so your campaigns can get more personal.
Last but not the least, you can use LinkedIn for your retargeting campaigns as well.
To use this platform, you need to install their LinkedIn Insight Tag to your website so you can retarget them using ads on LinkedIn. They also have demographic segments for more personalized retargeting marketing campaigns.
Effective retargeting strategies
Retargeting marketing, like any kind of marketing, also needs strategy to be effective. And as always, personalization is the name of the game.
Segment your audience
I cannot stress this enough. Audience segmentation is one of the main things you should be doing, whether it’s remarketing or retargeting. When you segment your audience, you are able to give them more relevant and personalized ads.
You can segment your audience by behavior, intent, or demographic. Then you can show them ads that are relevant to the lists you’re putting them in.
For example, you can show an ad to your past visitors who viewed your Christmas decorations but left before engaging anything. The ad you will be showing them will be different to those who added the decorations to their carts but left without purchasing, or those who are looking at non-Christmas-themed decorations instead.
Choose the right platform
The next question is, where is your target audience hanging out?
If your past visitors (whom you’ve segmented) prefer LinkedIn over Facebook, then it would not make much sense to invest on retargeting campaigns in Facebook. If they have no social media accounts, then Google Display Network would be the best platform for you to use.
This is why understanding your audience is a big deal. You don’t want to waste money creating retargeting campaigns that they won’t be seeing anyway.
Another reason is that although 30% of recipients of targeted ads react positively to being targeted, bombarding your audience with targeted ads can seem… creepy, that’s why there are calls to ban targeted ads. So make sure you don’t overstep your boundaries. Remember, you still want to give your customers a good experience with your brand, and the goal is to entice them to come back, not to scare them away.
Have easily recognizable and pleasing ads
Your retargeting marketing campaigns will be useless if your ads look generic. Make sure your leads know it’s you at first glance, and make sure they look good.
You can opt to A/B test your ads as well. A/B testing is when you change certain aspects of your ad or email such as copy, titles, or graphics to gauge what works well with your audience. By knowing what your audience prefers, you get to run better, more effective retargeting campaigns.
Use tools for retargeting marketing
You can also opt to use tools for your retargeting marketing campaigns. One such tool you can use is AnyTrack. As we’ve mentioned before, “AnyTrack is a conversion tracking platform that consolidates all of your conversion data from your website, whether it’s organic, paid, or direct, and sends it over to the marketing and analytics platform that you use. All of these using a single line of code only.”
This means that whatever your visitors do on your website, you get to know about it and you can make retargeting campaigns based on their behavior. You can sign up using my referral link here.
Letting your past visitors leave without engaging your site and converting is a huge mistake. Running retargeting marketing campaigns is one of the most effective ways you can bring them back to your site, so it’s integral to do it and to do it right. There are strategies, platforms, and tools you can use to successfully convert your past visitors, so make sure you learn them and utilize them.
Did this guide help you? Let me know by commenting below!
The Only Shopify SEO Checklist You Need To Rank Your Site
When it comes to driving motivated traffic to your Shopify store, no other digital marketing strategy is as affordable or impactful as SEO.
For e-commerce retailers, taking the time to ensure your web pages are properly optimized can help increase your organic traffic, meaning more potential customers browsing your products.
For this reason, leveraging SEO is one of the best digital investments a Shopify site owner can make.
What Is Shopify SEO?
Shopify SEO is the process of optimizing a Shopify website to perform better in search engine results.
Common SEO Challenges For E-Commerce Websites
In general, e-commerce websites are more likely to face certain challenges that can negatively impact search engine performance.
- Thin Content: Google loves in-depth, long-form content. Because product pages tend toward thin content, it can be difficult to boost their rankings in search.
- Duplicate Content: With multiple product pages that are so similar or auto-generated, many e-commerce websites face duplicate content issues.
- Poor Site Architecture: Google likes to see an optimized site structure that users can easily navigate. With so many pages on their website, e-commerce retailers can easily suffer from poor site architecture signals.
- Not Utilizing Schema: Products schema helps Google crawlers understand your products and promote them accordingly. Not utilizing schema is a huge mistake for Shopify retailers.
To make sure that your website doesn’t suffer from these common setbacks faced by e-commerce sites, the Shopify SEO checklist below is a great place to start.
Automated SEO Features In Shopify
The Shopify platform does have some SEO features built-in that ease some of the SEO workload on-site owners.
These features include:
- Auto-generated “rel-canonical” tags: this feature helps avoid duplicate content penalties!
- Auto-generated robots.txt and sitemap.xml files.
- Automatic SSL certificates: Google prefers to rank secure pages with HTTPS protocols.
- Auto-generated page titles that include the store’s name.
However, SEO is a vast and multidisciplinary field.
Counting on the Shopify platform alone to do the work of SEO for you is not going to produce the best results.
19 Must-Do Tasks On Your Shopify SEO Checklist
Remember that SEO is not a one-and-done process and will require work both when you initially set up your store and throughout the lifetime of your website.
The checklist below is organized by the type of optimization, but it can be easily completed “in order.”
Some of these steps are a one-time optimization, but the majority will need to be repeated whenever you add new products or pages to your online store.
1. Invest In A Custom Domain
It’s generally better to invest in a custom domain and drop the “myshopify” from your URLs.
Why? Because the URL path is visible to users at the top of the SERP result. Custom domains look more professional and more enticing to users, and higher CTRs lead to better SEO performance.
You can buy custom domains from Shopify or any third-party domain provider.
Then, add your custom domain in the Settings > Domains menu of your Shopify account.
2. Choose A Fast And Responsive Theme
With last year’s page experience update, fast page speed and load times are non-negotiable if you want to rank well in Google.
Although flashier themes might be tempting, it is better to choose a theme that is optimized for speed and performance.
Your theme also needs to perform well on mobile devices, as Google will index the mobile versions of your web pages.
You can get a sense of how fast your current Shopify store is in comparison to others in your dashboard or via your PageSpeed Insights report. If your scores are low, it’s likely impacting your ability to rank in top positions.
Consider another, more SEO-friendly theme.
Here is a list of some of the fastest themes on Shopify.
3. Setup Your Analytics Tools
Your Shopify Analytics dashboard will give you an overview of your e-commerce metrics.
However, you need to set up additional tools to better understand where your website traffic comes from and how users behave once arriving at your website from search.
Google Analytics and Google Search Console are must-haves for any site owner, and they are completely free to users.
After you create your accounts, here are some other key steps you’ll want to take:
4. Get Helpful Shopify SEO Apps
There are all sorts of Shopify SEO apps that can help ensure you are meeting SEO best practices across your web pages. Some of my favorites include:
- Plug In SEO: Similar to Yoast SEO for WordPress and ensures best practices.
- SEO Pro: Great for schema and more advanced optimizations.
- Smart SEO: Very affordable option for lots of SEO value.
5. Do Your Keyword Research
Before you start optimizing your content, you need to identify which keywords have strong relevance to your products and will bring qualified traffic to your website.
There are hundreds to thousands of ways users might be searching for products like yours. A keyword tool allows you to discover what users are searching for.
Some of those keywords will be easier to rank for than others, and a part of your SEO work is identifying which keywords present the best opportunities for your store.
The most important keyword metrics to pay attention to are:
- Search Volume: You want your keyword targets to get a reasonable number of searches per month, otherwise you’re optimizing for no one.
- CPC: Higher CPCs represent stronger conversion potential. Higher CPCs are more common with commercial and transactional keywords.
- Keyword Difficulty: Higher scores will mean the keywords are more difficult to rank for. Make sure you choose keyword targets where you can realistically rank on page 1.
Ideally, each web page in your Shopify store will be targeting a different keyword or keyword cluster.
For your product and category pages, optimize for keywords that show more transactional intent, as those users are more inclined to make a purchase.
For your blog posts, optimize for informational queries to capture searchers near the top of the funnel.
6. Optimize Your URLs
There are some URL best practices that are essential to improving your rankings in Google.
- Keep it short and sweet.
- Include your target keyword.
- Avoid unnecessary words like and/or/the/etc..
You can easily edit the URL paths in the Search Engine Listing Preview at the bottom of any page in the Shopify CMS.
7. Optimize Your Page Titles And Meta Descriptions
While you’re editing your Search Engine Listing, make sure you also optimize the other meta tags visible in your SERP result: the title tag and meta description.
You’ll want to follow best practices here as well by including your keywords and meeting SEO best practices, especially length – no more than 60 characters for your title tag and no more than 160 for your meta description.
Google looks to these pieces of metadata to understand what your content is about and when to promote it.
And because the meta description may also be visible as a search snippet (although not always), it can influence whether searchers click on your result.
Google is smart enough to understand the terms and phrases that have a semantic relationship to your primary keyword, so there is no need to stuff these on-page elements with the same keyword over and over again.
Your meta tags should read naturally and adequately describe the content on the page.
8. Use A Content Optimization Tool For Your Product Descriptions
Thin content on product pages can be a serious hindrance for e-commerce websites.
Make sure you take the time to craft original, descriptive product descriptions that include relevant keywords, synonyms, and related terms.
A content optimizer tool can help you identify which related keywords have the most SEO power and show strong relevance signals to your products.
Do your best to include them in a natural way to elevate the ranking potential of your product pages.
9. Optimize Your Alt Text
Your Shopify website likely has lots of images that showcase your products.
But remember, Google cannot see your images. It’s important you communicate to Google what those images are through descriptive file names and keyword-rich alt text.
This also makes your Shopify website more accessible to users with visual impairments.
10. Create Blog Content To Target Long-Tail Queries
To capture users who are near the top of the sales funnel, create high-quality blog content that is optimized for relevant long-tail queries.
By answering the questions users are asking about products like yours, you can build brand awareness and expertise.
It’s also a great way to increase the total number of keywords that your Shopify store ranks for.
11. Create An SEO-Friendly Navigation Menu
Navigation menus help your users easily move throughout your online store. Not only will a SEO-friendly navigation menu look better to Google crawlers, but it will also create a better user experience.
A few SEO tips for navigation:
- Prioritize clear and easy navigation.
- Take the time to make sure that your products are well organized into collections.
- Keep your navigation consistent across the page.
- Use the nav to help users easily contact you or your support team.
12. Leverage Internal Links
Your internal links accomplish a few things.
They keep users moving throughout your website, they help search engine crawlers understand your site architecture, and they distribute your PageRank across more of your site.
The majority of your Shopify website’s PageRank will be on your homepage, which is why the links you include in your nav menu should be strategic.
Avoid sending link equity to items that are out-of-stock, seasonal, or are unlikely to rank well in search results due to thin or unoptimized content.
Instead, push PageRank toward pages that you want to elevate in search, like your primary category and collection pages.
13. Add The Products Schema
There are a few different ways to add structured data to your Shopify website, and which is best for you will be determined by how comfortable you are editing your website’s code. To add schema manually, go to Themes > Action > Edit Code.
You can use a schema generator tool to generate your markup and input all of the required properties.
Shopify users should consider using the following Product Schemas when applicable:
- Aggregate rating.
- Special offers.
If working in your HTML editor isn’t your jam, plenty of Shopify plugins have Products schema features and make the process simple.
14. Add Product Reviews
Positive reviews on your products can push users toward a click or purchase.
Download the Product Reviews app in the Shopify store to start leveraging product reviews. This app sends structured data information to Google so those yellow stars appear with your SERP result.
They can be game-changing in improving CTRs and generating more clicks to your store.
15. Build Links To Your Shopify Site
You will also need to build off-site signals in order for Google to trust your online store and rank it in search results.
This is arguably the most difficult part of SEO because you don’t have control over whether a website chooses to link to yours.
However, there are some easy ways to start earning links:
- Create high-quality content like blog posts and ask other site owners to link to it.
- Get featured in gift guides or product roundups.
- Guest blog on relevant sites.
16. Invest In Public Relations
Public relations and organic outreach are at the heart of link building and one of the best ways to earn high-quality links from authoritative websites.
If you don’t yet have the time or resources to do PR outreach, sign up for Help-A-Reporter Out (HARO). You’ll get daily emails from journalists and publishers looking to hear from experts or feature certain products.
Shopify Website Maintenance
17. Regularly Audit Your Website
Over time, your website will change. This occurs as you add or delete pages on your website, as your pages accrue backlinks, or as the landscape of search changes.
A regular website audit can help you determine which of your pages are performing the best in search and which are underperforming.
The insights provided from a website audit can help you identify key content, page experience, or authority issues that you need to prioritize and resolve.
18. Repair Broken Links
As you change up your product offering or items go out of stock, you will likely unpublish or delete pages of your Shopify Website.
If that page was linked to anywhere else on your website, you will create a “broken link.”
Google does not like to rank websites with excessive broken links, as it looks as if the website is not active and being properly taken care of.
Once a quarter, it’s a good idea to run a site crawler across the entirety of your website to identify broken links and repair them.
19. Study The Data And Iterate
As more users visit your online store, your analytics tools will provide you with loads of data about how they are behaving on your website, how they got there in the first place, and more.
Make sure to draw insights from that data to iterate on your keyword targeting, page content, internal linking, meta tags, and more.
Remember, SEO has a wonderful way of lowering customer-acquisition costs in the long term.
Learning the basics of Shopify SEO and taking the necessary steps can be all the difference in outranking and outperforming your competitors.
Follow the checklist above, and you’ll most likely see Google reward you with more keyword rankings and more site traffic.
Featured Image: Kaspars Grinvalds/Shutterstock
Google Gives Sites More Indexing Control With New Robots Tag
A new robots tag, called indexifembedded, lets websites give Google more direction over which content to index in search results.
With this tag you can tell Google to only index content on a page if it’s embedded through iframes and similar HTML tags.
The indexifembedded tag overrides the noindex tag.
That means you can use noindex to keep a whole URL out of search results, and apply the indexifembedded tag to make a specific piece of content indexable when it’s embedded on another webpage.
Google says it created this tag to fix an issue affecting media publishers:
“… while they may want their content indexed when it’s embedded on third-party pages, they don’t necessarily want their media pages indexed on their own.”
When To Use The Indexifembedded Tag
This new robots tag is not something that applies to a lot of publishers, as it’s intended for content that has a separate URL for embedding purposes.
For example, a publisher of a podcast may have webpages dedicated to each podcast episode, which each have their own URLs.
Then there would be URLs pointing directly to the media, which other sites can use to embed the podcast on one of their pages.
Such a URL might be used when inserting a podcast episode as a source of reference, like I recently did in an article about Googlebot crawling.
The podcast creator may not want the media URLs indexed in search results. Previously, the only way to keep them out of Google Search was with a noindex tag.
However, the noindex tag prevents embedding the content in other pages during indexing. So if the publisher wanted to allow embeddeding they were forced to have the media URL indexed as well.
Now, with the indexifembedded tag, publishers have more control over what gets indexed.
The indexifembedded tag can be used with the noindex tag, and will override it when the URL with noindex is embedded into another page through an iframe or similar HTML tag.
Google offers the following example:
“For example, if podcast.host.example/playpage?podcast=12345 has both the noindex and indexifembedded tag, it means Google can embed the content hosted on that page in recipe.site.example/my-recipes.html during indexing.”
How To Use The Indexifembedded Tag
There are two ways to use this new robots tag.
To enable your content to be indexed only when it’s embedded on other pages, add the indexifembedded tag in combination with the noindex tag.
See an example of what the code would look like in the image below:
Alternatively, you can specify the tag in the HTTP header.
Refer to the image below for an example of how that would look.
Currently, only Google supports the indexifembedded tag.
Source: Google Search Central Blog
Featured Image: IgorGolovniov/Shutterstock
How Construction Companies Rank In Search
SEO in the homebuilding industry requires a mix of local, on-page, off-page, and technical organic search skills to maximize your ranking potential.
The right balance of these skills and tactics for your organization depends on your:
- Targeting (regional vs. national).
- Business type (custom vs. tract builders).
- Availability of resources to get the work done.
- And growth goals.
While the above factors will help you personalize and tailor your SEO strategy to your unique needs, you need a solid foundation to build from (see what I did there?).
Here are four areas marketers in the homebuilding space should be well aware of to help your residential construction company succeed in search.
1. Required On-Site Content Areas For Homebuilders
Your site is going to have sections devoted to prospects and customers.
Here are five areas your site needs to invest the most in for SEO success:
Floorplan Or Home Plan Pages
The most popular sections of builders’ sites are typically their floorplan pages.
Most of your website investment should go into making these pages full of imagery, specification, localized pricing/features, virtual walkthroughs, FAQs, and video-based content featuring the home designer or architect.
These pages should also be optimized for mobile devices as they may not be able to easily see detailed imagery as well as you could on a desktop or tablet.
Community Or Sales Office Pages
For homebuilders, your community or sales office location pages are your gateways to showing up in local search.
These pages should have a community name, address, and phone number information.
Additionally, for tract builders, each community page should contain information about what it’s like living in the area and a gallery of your homes (with rich localized text descriptions).
Even better if you can include a map with nearby attractions, restaurants, grocery stores, and watering holes.
For custom or on your lot builders, these location pages should also have localized information about:
- The build process.
- Any permits needed.
- Video testimonials from happy customers from that area.
- A gallery of homes built in the area.
- Frequently asked questions (with FAQ schema implemented on the page).
Featured Product Pages
Builders work with a variety of vendors and contractors throughout the build process.
These vendors make an impact on your buyer’s decision because there is an association of the quality of the vendors’ material with the buyer’s perception of the brand.
Homebuilders that have clear product information on their website can use this to their advantage in helping ensure that the buyer feels confident because they are using premium products.
These pages help both from an SEO and a sales process perspective.
For custom homebuilders, buyers need to understand the lengthy, multi-phase process of homebuilding.
You should consider creating a timeline infographic, guide, videos, or a series of articles that describe this.
Most of this content is usually documented internally but builders who can make this public-facing (even if it’s somewhat abbreviated) will help educate and qualify buyers during the sales process.
For tract or spec builders, this content should focus on the financing and selection process of the existing home.
For custom home builders, this needs to speak to a broader range of topics could include:
- Finding land.
- Preparing your land.
- Working with the builder.
- Inspecting the home before moving in.
- And much more.
2. SERP Features For Homebuilders
The high involvement and long home purchase process create several opportunities for showing up for several SERP features.
Homebuilders’ first steps in improving their local SEO presence should involve optimizing and verifying their Google Business Profile(s).
This should be done at the local office or branch level, and you will need to build out a profile for each (sales office or community) location.
After optimizing your GBP, you should now focus on generating 5-star reviews through a review-building program, which will further help you rise in the local SERPs.
Each of your communities (for tract builders) or sales offices (for on-your-lot builders) can show up with an individualized knowledge pack.
The highly visual nature of new homes creates opportunities for builders to show up in image packs.
Image packs typically contain images from the builder’s website as well as reshared images from home building aggregators, YouTube, and local publications.
Along with high-quality photography, homebuilders need to invest in content distribution and PR strategy to disseminate their visual creative assets across channels.
People Also Ask
There are dozens of commonly asked questions that your team members have answered for prospects and customers about the home buying and building process.
If you have a help desk, a lot of this information can be mined from there.
In any case, your website can show up frequently within the People Also Ask (PAA) SERP feature using FAQs on your site.
Further, by implementing FAQ schema, you provide a signal to search engines and are giving your site the best shot at gaining the PAA SERP feature.
FAQ schema is relatively easy to implement depending on your CMS.
3. Off-Page SEO Opportunities
Homebuilders typically have a lot of low-hanging link building opportunities given they are well connected with vendors, partners, and organizations in the community.
Here are two off-page opportunities to invest in.
Homebuilders have relationships with suppliers, trade partners, vendors, contractors, realtors, customers, media, and people though out the community.
The volume of these relationships scales even more broadly when looking at national or regional homebuilders who are found in multiple locations.
Marketers for homebuilders should create a list in their CRM of potential link building opportunities and ensure there is a process to gaining a backlink from every website you have a relationship with.
Generating positive reviews on third-party sites or Google is one of the most impactful off-page SEO opportunities for your team.
As you complete projects with buyers, you should have an automated system for outreach to encourage (happy or high Net Promoter Score) customers to leave reviews on Google, Houzz, New Home Source, and other sites that aggregate builder reviews.
If you are using your CRM to its fullest extent, you should be keeping track of the customers that left you 5-star reviews so that you can work with them in the future to build out case studies, rely on them for customer reference calls or potentially sell to them again in the future.
Along with an automated review request system, you should incentivize your sales team to encourage review building, as well.
Online reviews are worth their weight in gold, and you should be rewarding your sales team (with cash) if they are ones that pushed the customer to leave their online review.
Many review sites prohibit incentivizing your customers to leave reviews, but there are several creative ways to make it easy for them.
4. Common SEO Mistakes To Avoid
The list of common SEO mistakes is long. Here are two that builders should avoid:
Larger homebuilders have more sophisticated CMS functionality that allows for more personalization and localization of content.
Though this can be useful from a UX perspective, you need to balance this with Google’s ability to crawl your site.
If you are hiding specific content from users in certain locations and if Google doesn’t have any means to crawl this hidden content, then you risk not having that content indexed in Google.
Content Deprecation Issues
The other major mistake that is more common with Tract builders is the excessive amount of content that needs to be deprecated and redirected when all the homes in a community are sold out.
New communities have the propensity to generate inbound links, to new communities, from local news and other sources when they are announced to the public.
301 redirection to a relevant category or city page will give you the best opportunity at retaining link equity built up at the URL.
Alternately, you can update the page and let the visitor know the community is sold out but that they should look at the provided list of nearby communities.
As you can see, there are a variety of skill sets and resources that homebuilders need to stand out in local and organic search.
As the competition in this space continues to grow, builders who have a strong local and national SEO presence, a system for generating 5-star reviews across local channels – and most importantly, a raving fan base of happy customers – are going to see the greatest success in the SERPs.
Featured Image: sculpies/Shutterstock
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