But some of the content strategies that work for businesses in other industries may not work for you. What you really need to be focused on is local content marketing.
How to develop highly effective location guides
When you need to find the nearest ATM, what do you do? You run a quick Google search of “ATMs near me.”
When you’re in need of a new accountant, what’s the easiest way to find one? You head over to your favorite search engine and type in something like, “best accountants in Nashville.”
Millions of people use search engines on a daily basis to find resources in their local vicinity.
You should be utilizing local content marketing as a method for driving traffic to your real estate pages and identifying potential clients. There’s value in writing neighborhood and city guides that focus on an isolated location that your clients find valuable.
Here are some tips for developing high-returning neighborhood and city guides.
1. Focus on quality over quantity
The biggest mistake people make when developing location guides is assuming they should stuff them with keywords: They use the name of the city 100 times throughout the course of a 3,000-word guide.
That’s simply misguided; keyword stuffing will get you nowhere.
You need to focus on producing quality content; and, in the midst of creating quality content, you’ll naturally find yourself using long-tail keywords that satisfy the search engine’s ranking algorithms.
2. Move beyond real estate
Make room for real estate-specific content in your location guides, but don’t make everything about housing trends and valuations.
These guides should touch on a wide array of topics and give readers a full picture of what it’s like to live, work and play in their respective city.
This North Dallas guide from agent Roxanne DeBerry is a good example of a location page…