Real Estate Content Strategy: SEO And Your Blog

If content writers had cocktail parties, I imagine things would go along quite swimmingly for a half hour or so: interesting conversation would be peppered with the most random factoids that only content writers would ever know.  Then, somewhere around the bottom of everyone’s first glass, I can envision some disagreements breaking out.

You see, we’re not all of the same camp.


I’m imagining an argument about SEO (search engine optimization) developing.  The fact is, there are some copywriters who want to stuff their blog posts and static website pages with every keyword imaginable, over, and over, and over.  Then, there are others who will use a keyword twice, and pat themselves on the back for writing an essay worthy of Montaigne.

Surely there’s a medium, wouldn’t you agree?

The Perks of SEO Focus

When it comes to real estate, there are many reasons why you might want your content to be SEO heavy.  The truth is 94% of homebuyers begin their search for a new home online.  96% of first time homebuyers begin their search online.

Are you getting excited?  Or, are you freaking out because you don’t have an online presence?  Hang with me here!

When that many people are looking for a home online, it’s inevitable that the search engine terms they use are going to be all over the map.  “My Title Guy” says that 50% of Google searches will happen once, and are never performed again.  Wow!

So how do you combat those daunting statistics?  The SEO camp would say you stuff your content with keywords in an effort to grab onto all the Web traffic you can.

But What About Quality?

If you’re like me, you might be feeling just a little bit uneasy about that approach.  Sure, you want to get traffic, but you also want to have a little style… a little flair, right?  Well, you can.  If you’re new to this wonderful world of real estate content marketing, then there’s one thing you’ve got to know about:

Landing Pages

Landing pages are the hubs that take your visitors from the busy streets of Google into the quiet, nicely decorated rooms of your house.  They’re kind of like the threshold.  Your guests can see inside, but the street is also within earshot.

What am I talking about?  Let me put it this way… your landing page is where you load up on keywords.  Everything from “six bedroom house in Omaha with pool” to “Nebraska high end real estate.”  You throw everything you can out there onto your landing pages, and you spread these terms out over multiple landing pages, each with their own specific niche focuses.  It might not be pretty, but it brings your visitors to your home.

Your Real Estate Blog

Next, your landing pages have a call-to-action that brings visitors into the comfort of… your blog.  Your blog is where you can share valuable information.  This is not the SEO-heavy, keyword-centric content.  This is the meat: the juicy pieces that your visitors can savor.

If you’re curious to know what a great real estate blog looks like, I’m happy to recommend you the Zillow blog.  Zillow does a great job with their blog because they’re largely non-promotional.  They focus on being a valued resource, realizing that their audience will convert to customers as they consume more and more content.

Here are some great examples of Zillow’s non-promotional blog posts:

These posts are completely different from one another, but they both offer valuable content (albeit, of totally different natures).  Also, check out how non-promotional they are.  Then again, notice how slyly that second post encourages the reader to link through to additional resource pages.  Perfect.

Your Real Estate Content Approach

So what will your real estate content approach be?  Do you see major issues with either side of the SEO spectrum?  Or, do you believe there’s a better way to reach a happy medium?

Do you have any thoughts on what a good real estate blog should do?

SEO Photo via Shutterstock


Amie Marse Amie Marse is the founder of a small content generation firm based in Lexington, KY. She’s been a passionate freelance writer turned business owner for over 7 years. Her philosophy is that the essentials of content marketing do not change from the small business to the Fortune 500 level, and that creativity trumps budget every time.

4 Reactions
  1. Where do we go with Estate SEO after recent google updates? Search results in my area were turned totally upside down with even some websites with little SEO done ranking on page 1. Almost seems like google has thrown some sort of wildcard in the Algo. Times have changed and may be for the better and personally think its time to forget about SEO whilst writing content and just do it. Some nice tips about making a Real Estate blog which what I was actually searching but some tips on how to structure it as well would be good. Should it be on site off site and should we call it a blog? Somehow sounds a bit cheap.

  2. Very informative. Thanks for the great read!