To attract visitors to your website, and to keep their interest when they get there, your site should offer information that is locally relevant, and unique.
How do I determine what's 'locally relevant'?
Start by reflecting on your clients and your market. What areas do you buy and list homes in most? What kinds of properties do your clients tend to look for? Do you specialize in a particular type of real estate – commercial, luxury, active adult living, etc?
The more niche your market, the more specific you can be, and the more you can cater your content to your audience making it particularly useful to them. If I’m a buyer looking for active adult communities in Colorado Springs, which of these sites am I going to spend my time on?
Option 1: a website with a focus on homes for sale in Colorado.
Option 2: a website with an active adult community focus in central Colorado.
The answer there is pretty obvious.
How do I make sure I'm relevant to search engines too?
Fortunately, the same content that's relevant to your visitors is also relevant to search engines if you play your cards right. The best way to enrich your site to attract new visitors is to add locally relevant content specific to your business and the communities you serve.
By naturally inserting geographic and real estate keywords into the content of your website, you’re helping search engines understand exactly what your business is about – who you’re serving and where. Search engines are smart. They’re helpful. If someone is looking for active adult communities in Colorado Springs, and that’s the market you’re cornering on your website, search engines will know that your site is going to be helpful to that person, and are more likely to send him or her your way.
By focusing on a specific market, you’re knocking out some competition. If your market is broad and general, it’s likely also saturated with competitors who buy and sell the same kinds of properties in the same areas. If you’ve got a niche, you have fewer competitors and are more likely to rank on important keywords. This can help you to carve out your piece of the online real estate market.
How do I make sure my content is unique?
If you’ve figured out your niche, you’re already on your way to making your website’s content unique. Now you want to make sure that you follow some basic guidelines:
- write your own content, or commission someone to write it for you
- get ideas from your local Chambers of Commerce or Visitors Bureaus if you’re struggling
- copy and paste content from someone else’s website (or from Wikipedia)
Pretty simple, right?
If I’m a little overwhelmed, how should I get started?
Let’s break this down step-by-step:
1. Choose a city, neighborhood, or property type within the niche market you identified.
- Example: active adult communities in Colorado Springs
2. Create a search for that city, neighborhood, or property type with SEO Presto. If you’ve never used SEO Presto before, check out this article. Pay special attention to the tips you’ll see on how to name your searches: http://wordpress.engageremarketing.com/seo-presto
- Example: Harmony Village Active Adult Homes for Sale – Colorado Springs CO
3. Write out some of the features of that city, neighborhood, or property type. Maybe think about keywords that you’d like to rank on for this kind of home search.
- Example: quiet, 55+, walkable, active adult homes for sale, adult communities, Colorado Springs real estate
4. Write out a paragraph or two and naturally include the keywords you identified in step 2.
- Example: Harmony Village in Colorado Springs is a wonderful 55+ community perfect for active adults. This quiet, desirable retirement community features walking paths, an aquatic center, on-site entertainment, and shuttles to the grocery store. Current residents love the beautifully landscaped grounds and friendly management staff. Contact Noella Jenkins today to find available homes in Harmony Village.
5. Contact WordPress Premier Support – let us know that you’ve created your search (or searches), send us your written content, and we’ll make sure to get it added to the front end of your website. If you participate in Agent Insight, consider posting your new content there. You might also want to share your new posts on social media for maximum exposure.