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Nov 16 / bschwartz

Content is Key(word): Part 2

In last week’s post on content (yup, it’s still king), we explored the ways in which you should research content and how you should be using for your website and your online message.  We discussed how content is the king of the internet jungle, because content is what drives consumers to your site.

Great content not only engages users, it attracts links, comments, referrals, and search engine traffic. When content you create is optimized, it will be picked up by search engine crawlers and allow visitors who are searching for your content to find it and reach your site.

In part 2 of the content series we explore how to create and optimize the content you selected through your research.

Content Creation

1)      Stop writing your content for the search engines, write for your audience: Your audience, not the search engines, is your end user and they expect you to educate and inform them before they buy. Also, it is important to hone in on who your true audience is. You should be marketing to consumers, not just agents representing consumers. So, use keywords and key phrases (and images!) that are conversational as you would talk to a consumer about your industry, community or a property.

For example, there are literally thousands of realtors who might try to rank on page 1 in Google for a term like ‘Chicago Homes.’ Why set yourself up for all that competition? Pick a few smaller towns and neighborhoods you know. Focus your efforts. Then, you’ll start seeing the leads come in for buyers and sellers who want to own or sell in the markets that you know best.

2)      Recognize there are different types of consumers: The market for home buyers can often be broken down into three key segments: 1) the researchers, 2) the shoppers, and 3) the buyers.

  • Researchers want general information and are typically at the beginning of their real estate search; their Google searches might include general keywords like “homes for sale in X,Y,Z” or “real estate in X,Y,Z”.
  • Shoppers want comparisons and neighborhood/community information they typically are looking at large numbers of properties and start to hone in on some key attributes that they feel are important for their home search. Examples include searches for schools, community information, and homes in certain neighborhoods.
  • Buyers want specific property information. They want to know the ins and outs of a very specifc amount of properties. Specific addresses, granite counter tops, other amenities, square footage, etc., are all things consumers in this segment will want to know.

All three segments are equally important because each play a role from creating awareness, finding a lead, and, ultimately, to generating revenue.

All three segments are equally important because each play a role from creating awareness, finding a lead, and, ultimately, to generating revenue.

3)      Appeal to needs of your audience; inform them: Although there are different types of readers, they all have in common unmet needs that you can appeal to by asking questions and providing information. The goal is to be seen as an expert in your area or market niche.

4)      Write descriptive content in a natural flow: There is a difference between these statements: 1) We have houses for sale and 2) We provide you the best information for houses for sale in your area. We invite you to take a look at our homes for sale inventory and feel free to contact us with any questions.  Both say the same thing and use the same keywords. One talks at you; one talks to you, says what’s in it for you and encourages you to get involved. Which one is more convincing to you?

Now that you’ve created quality content that will attract buyers, how do you best utilize it on your website? Stay tuned for the third, and final, part in this blog series.

Written by bschwartz

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