How to Improve Your SEO Copywriting for Real Estate Marketing
If you were to ask the average marketer what they think the core tenet of SEO copywriting is, they would probably tell you “keywords” and leave it at that. But we know there’s more to it. While SEO copywriting was once heavily focused on the implementation of a targeted keyword strategy, today the key to success is a streamlined content hierarchy that guides readers to conversion.
What is Content Hierarchy?
To put it simply, content hierarchy is the practice of ordering content so the most important information is at the top of the page where your readers are most likely to see it. For real estate marketers, that means introducing the name of your property, where it is located, and what services you offer in the first paragraph on each page of your website.
Why is it important that this information is at the top of the page? It allows your readers to self qualify whether or not your property is right for their needs. This can help cut down on bad leads and save your Sales team time.
Write Catchy, SEO-Optimized Headings
You’ve undoubtedly heard by now that you have only three seconds to make an impact on your reader before they decide to read on or bounce. The best way to keep potential customers on your site is to engage them with catchy headings optimized with SEO keywords. The H1 is the overall subject of your page and should state explicitly what that subject is. If you are leasing apartments for example, the H1 should include the keywords apartments + city + state. Not only is it the most machine-friendly approach, it also clues readers in on the information they will find on the page. It is important that your headings be relevant to the content or you will risk a poor user experience.
When it comes to H2s, you get to be a little more playful as this text is supportive to the main content. If, for example, your self storage facility sponsors a specific charity, you can promote it with a more interesting heading like Selfless Storage.
How to Structure Your Headings for SERP
On the subject of headings, how you organize them matters – they’re not just there for aesthetics. To make your content more scannable for readers and recognizable by search engines, it should be organized as follows:
- H1 – Overall page topic; limit to one per page
- H2 – Supporting content
- H3 – Content specific to the supporting content
Confused? Wikipedia is a great example for how to format content on a webpage.
Content Should Anticipate the Readers’ Questions
We get asked a lot about the rise of voice search and how to optimize your content for it. The answer is easy – and something any effective SEO copywriter already does. You write in anticipation of your readers queries.
Query – Hey Google, show me apartments for rent in Bend that are close to Drake Park.
Copy – G5 Apartments are located in downtown Bend near Drake Park, making it easy for you to walk home after an afternoon on the river.
When your content answers these kinds of questions, it proves to the reader that you understand their needs better than your competitors, keeping them on page longer.
Provide Readers with Contextual Clues about Your Location
Although we lead into it a little in the previous paragraph, how you represent your location in copy is key to contextualizing it to readers and search engines. This is something that is especially important in saturated markets where your competitors line every street corner. People in these markets are likely searching for a property in a very specific neighborhood or close to relevant landmarks. For senior living providers, highlighting your proximity to hospitals, places of worship, and major roadways for visiting families can help you stand out in search.
Regardless of industry, put yourself in the shoes of your prospective customer. What landmarks are close to you and how can you use them to promote your locale?
End with a Softened Call to Action
Now that you know how to introduce your content, structure it, and contextualize it, it’s time to finish it off with a softened call to action. As you may have guessed, a softened call to action is less aggressive than just demanding your prospects call you. Here’s an example:
For more information on senior living options in Bend, OR, contact us today. Our friendly and professional team is here to answer your questions and put your mind at ease.
The key here is to empower potential customers to contact you.
If you would like to know more about how to improve the performance of your website with SEO copywriting, get in touch with the creative specialists at G5 Studio.