When it comes to listing website SEO, getting ranked is a bit trickier than with regular blogs posts and website content, because of the high likelihood of creating duplicate content all over, on hundreds of sites. Most listings have one single copy - hopefully a nicely written informative one,but still only one - that is uploaded to the MLS, then copy and pasted into blogs and property website builders like RealBird. Then those listings are sent out to syndication destinations and also distributed via IDX to agent website and large corporate real estate sites. And just like that, you have hundreds of different real estate sites showing mostly the same information (your MLS copy) and that leaves Google and the rest of the search engines with a lot of duplicate content to sort and rank from.
You can get some extra SEO edge by mixing it up a bit. Since we are talking about your own listings here, it may not matter for you which site home buyers find your listing on, in general, but if you could improve your long tail search results with click-throughs pointing to your single property website or own blog or site, you can have a better conversion rate as opposed to prospective buyers continue to browse on the real estate portals.
We always suggest it to our RealBird members to have at least 3 copies for their listings, but this advise is useful in general:
- Create 3 or more distinct listing headlines. Try to make them completely unique, emphasizing 3 different selling point of the property. Don't just change "amazing" to "beautiful" to "gorgeous". Google might be too smart for that by now to consider those as unique adjectives
- Create 3 or more property descriptions. Just like with the listing headlines, try to come up with 3 or more distinct description as oppose to just rearranging sentences.
- Create neighborhood descriptions. This can optionally "stuff" a lot of unique but highly relevant content into your listing ads. Depending on how you build your real estate single property sites, you may have a separate page for neighborhood information, but you may also be able to extend your regular description page. For example when using the RealBird Wordpress listing plugin that pulls your listing info from RealBird into your own Wordpress site, you can easily add custom neighborhood and other info before or after the auto generated content.
Writing extra copies can be a bit extra work, but can greatly improve your real estate SEO. To make them unique enough, you can do it yourself of course, or you can hire copywriters on freelancer sites, use the "RealBird SEO boost" add-on or you can even ask you assistant or colleague to draft one for you from scratch, without being limited by your original property description and then you can always rephrase the new version to match your style and property details.
So how many copies do you write per listing?
Featured image is courtesy of Marcus Hamilton Perry His listing at 73 Valley Club Circle, Napa, CA 94558 is featured on the RealBird blog using the RealBird SEO Boost service.