Let’s say you’re running your own real estate business and you already have a strong online presence where you promote your services. You might already have a well-optimized real estate portal or agent website, a blog where you post regular content about your industry, as well as a solid following on social media.
You might be thinking of taking the next step and using digital PR to build brand awareness and boost your SEO efforts. Digital PR, or link building, is really useful if you want to get your name out there and get featured in major industry publications or real estate blogs. Getting relevant publications to link back to your website can boost your domain authority, improve your credibility, and it can also help you establish crucial professional relationships with journalists and industry bloggers.
What’s really important to remember is that you want high-quality links from publications that have something in common with your niche. You also want to keep track of any links or mentions of your brand and see if they add any value to your overall SEO. But more often than not, these links and mentions can fall through the cracks, and that can put a damper on your efforts when you run the tally at the end of the month.
So, how can you make sure that you’ve looked everywhere and found all the backlinks to your website? And how do you identify the links that are truly valuable to you?
Where to look for links and mentions of your website
We’re going to give you a crash course in how to find backlinks and mentions of your real estate website or portal, and how to figure out their value. You might already be familiar with some of these tips, but you might also find a new way to scan the web and find your links and brand and mentions. Let’s first round up a few ways to find backlinks.
Search for your RE brand in Google News
The simplest way to search for online mentions of your business or your company name is to search for the domain in Google News. You can tweak the search to look for results in a certain language, a certain region, or you can choose to look only for blog mentions, if you want. What’s really useful is the fact that you can filter results by date, so for instance, if you just published a new article on your blog, you can only look at the results from the last 24 hours.
Check your blog’s comment section, if you have one
Most real estate agents and businesses today use blogging as a tool to raise brand awareness and boost their other marketing efforts. If you already have a blog integrated with your agent website or real estate listings portal, then you could use your comments section to encourage engagement and get readers to share ideas and give feedback.
You can also use the Comment section in WordPress to look for backlinks that you might have missed. Using blog comments as a link building strategy is a controversial method, but it’s also a good way to build connections with other real estate professionals. Even though you might find that you’re getting a lot of spammy comments on your blog, you might also track down some valuable backlinks, so it’s worth checking that section on a regular basis.
Use tools to hunt down links & mentions
Google News will definitely not catch all the links and mentions of your real estate website, so you will need to use some tools to make sure you’ve found them all. There are many ways to search the web for backlinks. You can use the Referral Visits section in Google Analytics, or Google Search Console to look for links to your real estate blog or portal, and you can also set up Google Alerts to keep up with all the web activity related to you domain.
Additionally, you can use popular tools like Moz, Ahrefs, or Buzzsumo to track down links, as well as Mention.com to find any mentions of your brand. If you’re really serious about link building and digital PR to boost your real estate business, then you could also check out Buzzstream, which is a great tool to organize your whole outreach process in one place. Do keep in mind, though, that these tools aren’t free, but they do offer a lot of bang for your buck. If you want to try them out you can sign up for a free trial before you commit to a subscription.
How do you know which links bring value and which do not?
Let’s say you’ve scanned the web high and wide and have found various backlinks to your website. Now you’ll want to check each one to see if it adds value to your SEO. How do you do that? Well, when it comes to media links and mentions, there are three crucial things to look for:
There are 3 types of mentions you usually get from other publications, namely brand mentions with no link, brand mentions with links, and deep links, which are the most valuable. Here’s what each represents:
- Brand mentions without a link – this is when a journalist mentions the name of your brand or website without actually linking back to it. What you can do is reach out to that journalist and ask if they could possibly add a link to that mention. But you need to remember that each publication has its own linking policy, and some publications don’t link to other domains at all.
- Brand mentions with a link – this is when journalists mention your brand and also insert a link to your website within that mention. Usually, these links go to your homepage. They can be either dofollow or nofollow (we’ll get to that later), so if you’re stuck with a nofollow link, you can once again reach out to the writer and try to have it changed to a dofollow.
- Deep links – this is the most valuable type of link you can get, and you want as many of these as possible. A deep link is even better that a link to your homepage, because it’s more focused and leads to a particular page on your website. Deep links can lead to a blog article, which is the most common type of link if you’re doing digital PR; they can lead to a search directory page or any kind of location-based product page, which can impact your search engine rankings directly; or they can link to a property page or a listing.
Anchor text types
The anchor text is the text contained in the mention or the link, and it’s important when it comes to SEO because usually, you’ll want you ‘money-making’ keyword in there. If your main keyword that you’re targeting and trying to get good rankings for it is, for instance, ‘Manhattan office space for lease,’ then ideally that’s the keyphrase you’d like to have in your anchor text. However, a lot of times you won’t have control of what goes in the anchor text, and you might have to do a bit of persuasion work to get the journalist to change it to your liking.
There are also a few different types of anchor texts that can go with a backlink. Anchor texts can be:
- A brand term anchor
- A rich text anchor
<a href=”https://www.markethink.agency“>Real Estate Marketing</a>
- Other random text
<a href=”https://www.markethink.agency“>Click here</a>
There are two types of links when it comes to the amount of value that they bring: links that pass on SEO value, or ‘juice,’ and links that don’t pass SEO value. Needless to say, you want the juicy links that bring value to your website. Here’s how to differentiate them:
- Nofollow links – ‘These aren’t the links you’re looking for’ is all we can say about it. These are links that you usually get from websites that feed content using press releases services, aggregate content from multiple sources, or from websites that consider the content as being advertorial, or, to put it in layman’s terms, ‘too salesy.’ You can identify these links by following the link, right-clicking on the page, and then clicking Inspect. You’ll notice the rel=”nofollow” term attached to the links if you look at the HTML source code.
- Dofollow links – now, these are the links you’re looking for, the ones that pass on SEO value from one website to the other. These are obviously much more valuable to you as they help boost your overall SEO. You can identify them the same way as the nofollow links, by looking at the source code. If the link code doesn’t contain the rel=”nofollow” command, then you have a dofollow link – Yay!