your search engine optimization campaign:

1. Spend some time developing a list of the KEY communities, demographic and markets for which you would like to optimize your search activities. This list will come in handy when you are searching for image content, developing meta tags, and writing Web copy.

2. Include your full address on each page of your Web site using the < ADDRESS > HTML tag. It is important that this information is positioned close to the top of the page on the index or home page of your site; it can be placed in the footer on other pages.

3. Include a list of communities served with links to dedicated pages for each. (See next tip for more information.) The list can be its own Web page or be included in the home page content. Be sure to include subdivision and neighborhood names, if they are regularly-used in the community.

4. Structure your URLs and Web site directory to be search engine-friendly. This is CRUCIAL! Search engines take into consideration the keywords and phrases embedded in your URLs and use these to influence your rankings. An example of a well-structured URL for a landmark photo for a community would be (this URL reflects an image of the C&O Canal in the Georgetown neighborhood of Washington, D.C.): http://www.bobjonesrealtor.com/dc/georgetown/images/c&o_canal.jpg Keep in mind that hyphens and underscores are viewed as spaces by search engine algorithms.

5. Add pictures of local hot spots and landmarks within the communities that you serve. Be sure that these images include a descriptive "alt" tag and filename. Another great touch is to make the image link (in a new browser window) to a Google map of the landmark location — this also adds some additional interactivity to your site.

6. Include location identifiers in the title, description, and keywords section of your meta tags. Search for and use a free meta tag generator online, which will provide you with a complete set of meta tags to be pasted into the code of each of your Web pages.

7. Include city, state and/or neighborhood names in link text when linking to other sites in the area on your Web site.

8. Use geo-targeting in your pay-per-click (PPC) campaigns. (I could write a book on this strategy alone!).

9. Register for local search and listings with the major search engines and online yellow pages.

10. Include a Google map of your office location on your contact page and of communities on their dedicated pages.

11. Add a link to your Web site on all classified property listings. For example, add your link to such popular sites as craigslist, kijiji, etc.

12. Comment on well-ranked local blogs — even on your competitor's blog, if it has good search engine placement. Be sure to include a short location-rich tagline after your name — i.e. Julia Trulia, South Newport REALTOR® — in your comment.

13. If you target a certain market demographic, such as golfers, seniors, or boaters, swap links with well-ranked sites and directories that also target that group.

14. Make your page titles specific. Include your name, cities, and states served (or an individual community if you have a smaller niche), and "real estate agent" or "REALTOR®."

15. For the ambitious SEO enthusiast, purchase multiple geo-targeted domains that redirect to specific "landing pages" or community pages within your site.

This list is meant to offer suggestions, rather than be a comprehensive guide to local search optimization. Most real estate agents will require the use of a professional to implement many of these local SEO tactics — especially those that require the implementation and modification of HTML tags.

Geo-targeting can be a daunting task, but the investment of time and money is well worth it. Does your search engine strategy include geo-targeting?

Mia Orantes is a licensed residential salesperson and principal of Real Estate Geeks, a consulting firm offering Real Estate 2.0 marketing and virtual assistance to agents and brokers.