How to Write Google Friendly Real Estate Website Content
By Anita Koppens on the Dynamic Page Solutions Blog
Posted by: RET Staff
Major search engine algorithm changes have forced Internet marketers to redefine their approach to content writing and real estate website owners are no different. There have been many changes which, if ignored, will hinder your ability to gain the search engine traffic that you need to be competitive in your business. If you're interested in the lurid details, you can read previous posts on the subject.
Here are some tips for content generation that will enhance the relevance of your pages while keeping them out of the line of fire of algorithm adjustments meant to filter out low quality or overly enhanced pages, otherwise known as keyword stuffing.
Identify your Audience
Search engines are not your audience, but most of us would agree that reading content on a real estate website is not your visitor's goal; it's promoting listings. Nevertheless, approaching content creation in a manner that would appeal to a human being versus a search engine robot will save you from overstuffing keywords into the content. Choosing an audience (either broad or narrow) allows you expand the breadth of your keyword usage naturally.
An example would be to include references to single parent homebuyers by exploring what may be important to this buyer, such as child-proof safety features, homes on a cul-de-sac or gated swimming pools. Obviously this buyer would also be interested in school districts, so referencing desirable school districts opens the possibility for this homebuyer to find your page.
Likewise, the active adult buyer may be searching using additional terms such as guarded, health programs, or golf. Equestrian real estate buyers may use additional modifiers like stables, trails or barn in addition to the more obvious horse property for sale. Being conscious of the audience's concerns allows you to refine your content and boost your relevance without forcing awkward keywords in to your content.