Content Marketing for real estate builds organic SEO

Real estate Content Marketing is never one-size-fits-all. But when it’s done right, it builds SEO (Search Engine Optimization), organically.  Please note that doing it right is never easy or quick! 

Effective content is defined by words like “comprehensive,” “extensive,” “detailed,” and “thorough.” That means, those words must describe the quality of your content. But that only sets the stage for building SEO.

To be done right, Content Marketing for real estate must also have a serious content-marketing strategy, defined ahead of time, to optimize your content for search engines (SEO).

Now, read further to uncover how Content Marketing, using your Blog and Area Guide, builds organic SEO.

Real estate Content Marketing is all about publishing relevant and useful articles online.  Whether the content goes on your real estate website, your newsletters, or on your YouTube channel, it conveys your regional expertise.

Most importantly, your content must answer pertinent questions asked online. Then, make it clear you value your audience by delivering the best content out there.

If you want people to contact you or visit your real estate office when interested in property in your region, get inside their head BEFORE they visit your region.  Do this through consistent publishing online.  It establishes and nurtures relationships with your prospects and previous clients.

You need to ask yourself what attracts visitors to your awesome destination.  From restaurants and hotels to beaches and famous sites, the most important content to put on your real estate blog is information people really look for.

Before people visit your beautiful location, they search for all of it online. If your real estate blog contains well-written content about those places, they’ll learn about everything they need to know, from YOU.  That will initiate and build a confident relationship that will last until they’re ready to buy.

If you’ve been in real estate for a long time, you know this to be true:  Buyers come back to sell and buy again, every few years.  And if they know and trust you, they’ll come back to YOU every time.  Now that’s a solid marketing platform!

According to Mailchimp:

“Content marketing is a go-to tactic that’s proven to work. Also, it provides a competitive advantage. To begin, businesses with blogs get 67% more leads than other companies.  Next, forty-seven percent of buyers view 3 to 5 pieces of content before engaging with a sales representative.  Finally, companies that use content marketing see approximately 30% higher growth rates than businesses not using it.”

In combination, your Area Guide and Blog will cross link within and to each other. That means, while reading your blog post mentioning a specific community or neighborhood, it will link to the Area Guide page about that, to get more information. Cross linking is great for SEO, as Google will map those links as part of their ranking algorithm.

When your audience thinks of you as a partner interested in keeping them informed, they’re more likely to choose you when it’s time to buy.

The most prolific form of real estate Content Marketing is blogging.  Your real estate blog should feature articles about everything important in your region.  And go deep.  For example, interview the chef at your local fancy restaurant and put that into your blog.  Or, write up a brief history of a famous site in your area.  Do this for each important aspect of your MLS area.

There’s another form of Content Marketing for real estate that you must put on your website – Area Guides and Featured Community Pages. Your area guides cover each area within and around your MLS region.

From city centers to parks, beaches and other points of interest, area pages bring in traffic.  These are considered “evergreen content” since they will remain relevant long-term.

TWO THINGS – Each of your areas needs a web page with pictures and well-written content. Then, each area page needs the most important part – YOUR LISTINGS.

FEATURED AREAS – Your important areas will be featured on your home page with an enticing excerpt and a beautiful image linking to each area page.

Your Area Guide covers each area within and around your MLS region.  From city centers to parks, beaches and other points of interest, area pages bring in traffic.  They contain 900 to 2400 words of well-written content along with nice pictures and videos.  These are considered “evergreen content” since they will remain relevant long-term.

Regarding SEO, area guides do very well when done right.  They must use strong keywords pertaining to each location.  Additionally, they must use all other SEO standards for articles and blog posts as defined by search engines like Google.

Each page of your area guide is considered “cornerstone” or “evergreen” content. In other words, each page is reliable long term. That means, once your area guide is published, it’s done. Updates should be made as things change over time. Also, each page must be comprehensive, extensive, detailed, and thorough, as mentioned earlier.

Articles from your blog must be published regularly to continue building SEO organically. Then, provide a great user experience to your online visitors. Make sure the design and layout matches your overall website design – your branding and personality grow strong.

Now that you have a general understanding of Content Marketing for real estate, check out How to stand out with your own real estate website.

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