Content - Why it Matters For Real Estate Sites

I sometimes get the "rolling eyes" look when I suggest to other site owners they produce "UniqueContent" for their community/neighborhood pages over the long haul. Yes... it's a royal pain, and itmight cost a good chunk of money if you hire someone to do it. But there are numerous reasons, andthe image below is proof of one of them.

I segment our traffic by community landing pages (which is easier if you use a consistent keyword-based URL structure). The image below represents the number of ORGANIC NEW visit landingsspecifically to our "Community Pages" between August January for the past 3 years. (Before you goon a hunt for this report, this isn't an available graphic in Google Analytics - had to piece together.)

The most recent period ending last month, has seen 4.5 times the number of new organic landingscompared to the first year. Why? Because we've continued to add more community property-typepages... and (drumroll...) new content!

(And in all honesty, we've been somewhat lazy about it lately - definitely need to work on it more.)

By adding unique content, you exponentially increase the number of potential keyword matches. Ofcourse, we all like to focus on specific keyword phrases, like "Bellevue Homes For Sale" - but that'snot where the gravy is. Rather, it's all of those phrases we cannot see (thank you Google) that bringin the most visitors. But guess what? Without unique content, those words don't exist - which resultsin little to no organic traffic.

So... get to work on your community content - and make sure it's primarily "real estate related"because Google needs to know it's not a visitor's guide - not a travel site - so no ethereal prose - andlimit the historical ramblings. It doesn't have to be award winning... but it needs to be there. (Anddon't repeat words unnecessarily - unless you really know what you're doing! Just write...)

Lastly... in addition to tracking specific keywords, begin tracking community page landings. Withtime, unless your domain is tarnished, by adding unique content, a "healthy" domain WILL seeincreased landings, and likely increased time on site. What you WON'T see, is overnight success.

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