Real Estate Blogging Is Not an Option

Google Search Time Results
••• Jim Kimmons

Are you already blogging for real estate? If your answer is yes, then congratulations. That doesn't mean that you shouldn't read this article, as I'm going to give you some good ideas for how to come up with fresh content that the search engines love for your local market. Google has really incorporated "locality" into search results, and you should think about that when blogging.

If you're not blogging, you're losing ground to the competition who is doing it well. When blogs first started they were just "diary-like" personal musings, not anything anyone would be interested in if they didn't already know the blogger. When business found that Google and the other search engines were giving SEO clout to blog posts because they were fresh and continuing content, the blogging world changed. First, let's differentiate between your website's "static" content and blog content.

Static Real Estate Website Content

This is content that you publish once and rarely change or add to. These are usually site pages, such as your About and Contact pages. This would also normally be content about what you do, your services, your market area of service and stuff that will not normally change often or at all. It does contribute to SEO search position, so do the keywords/phrases thing right, and do branding. 

Static content gets indexed by the search engines not long after you publish it. Without additional content, here's how the search engine robots react:

  • On the first visit when new static content is crawled, it is indexed in the engine.
  • Another visit by the robots could happen in days, weeks or even months.
  • If there is no new content or significant changes in the existing static content, the robot takes note.
  • When that is the case, the visits are stretched out with even more time in between.

That is not the sequence of events that will make Google love your site. Maybe like it, but not love it. 

Blog Post Content

Let's make this distinction: you should understand that blogging is a commitment to regular new content ongoing. Blogging is knowing that you need to post new material on a scheduled basis. You may only be able to do a couple of posts each month. If so, that's okay, but posting once or twice a week will cause those robots to speed up the time frame of their return visits.

Have you used the options at the top of Google searches, such as the "Anytime" option? The default for searches is anytime, meaning the content could have been out there for years. You can select to have only more recent content displayed. What this means is that Google is placing value on time, and your searchers can increase that value by selecting to see more recent results. They're becoming more search-savvy, so you could end up with the first-page position often for more recent searches that turn up your blog posts.

Editorial Calendar for Discipline

An editorial calendar is simply a calendar schedule of the posting you want to do. You should build a simple calendar with post titles or ideas into the future and have it prompt you to publish posts regularly. So, how are you going to find content?

  • Use questions you're asked and the answers as the blog posts.
  • Do seasonal posting.
  • Do market reports, sold statistics, etc.

If you actually put some effort into thinking about this, you'll find plenty of stuff you can post about. Get to real estate blogging to build your business!