Your Guide to Writing SEO-Driven Web Content
In 1996, Bill Gates coined the phrase, “Content is King.” Nearly 25 years later, digital marketing agencies still contend that content is the most important component of an SEO strategy. Despite claims to the contrary - largely due to trending mediums such as graphics and videos - no SEO tool gives you greater online traction, higher search engine ranking, and higher conversion rates than written content.
What is Content Marketing?
It’s hard to pin down digital marketing in a sentence or two. Perhaps a fitting definition that relates to real estate investors would be:
Content marketing consists of creating and distributing relevant and compelling content that attracts your target audience to convert leads into real estate deals.
Using content, you can deliver your marketing message, create credibility, and stir a motivated seller to take action to contact your company. Content marketing can include any of the following components on a website, email, instant message, or social media post:
- Meta tags and descriptions
- Heading and subheadings
- Bullet lists
- Call to action
The core components are all included in the main content written throughout each page.
How to Optimize Content on Your Site
Your search engine optimization team may include an SEO specialist, analyst, strategist, and writer. Each person’s job is to optimize the content on your site. How do they achieve this?
Add Target Keywords
Keywords are where optimization begins. In digital marketing, keywords apply to words that match organic search terms in search engines. For instance, a common search term in the real estate investment industry that sellers type in Google is:
“Sell my house fast in [location].”
For your website to rank high in Google search results, the content on your website must contain the phrase, “sell my house fast in [location].” So, the goal is for your content to contain as many matching keywords as possible to match various search terms in Google.
Provide Relevant Context
Google’s latest standards and algorithms now look for context in addition to keywords to rank websites for search terms. To put it plainly, Google now assesses the intent of the search term and matches it with e websites that provide the most relevant content to match the intent. If this sounds complicated, it is.
However, writing relevant content that matches the searcher’s intent is possible with a little strategy if you understand your audience. You can start by writing topics that are relevant and current. Second, you need to continue adding content as you go.
Write a Compelling Message
The primary purpose of content writing is to convert readers into leads and leads into real estate deals. Therefore, your message must be on point and compelling enough to stir readers to take action. Here are some tips for creating a compelling message.
- Create a need and a solution.
- Only provide valuable information - eliminate useless information.
- Keep your writing level at 7th through 10th-grade.
- Present the most important information first.
- Add a call to action at the end of the page.
- Keep your thoughts, sentences, and paragraphs short.
- Break up the paragraphs with bullet lists, tables, or tiles.
Why You Should Add Fresh Content
One of the biggest mistakes investors make is creating a website and then leaving it alone, never adding or updating content. Meanwhile, Google’s algorithm and policy continue to evolve, rendering the website obsolete within a year. The websites that ‘stay afloat’ in Google rankings are the ones that receive fresh content regularly.
If you are going to compete with these websites, you need to add content continually. Two of the main types of content you can add are blogs, problem pages, and location pages. Beyond that, you can also add main and sub-menu pages. In addition, you will want to give your website a full content overhaul every two to three years so that it doesn’t get stale.
Contact MSP for Content Writing Solutions
Motivated Seller Prospects can help you get more qualified leads through Spark, our fully customizable lead generation tools. Learn more about how we can help you implement the MSP Marketing Program in your area. Fill out the form below or contact us at (877) 540-4248, and we will walk you through the process. We only work with one real estate investor per market, so reserve your area today!