Say you are a real estate agent in Scottsdale. As part of your real estate online marketing, you would like to target online home buyers.

After conducting your keyword research, you discovered that the search term "Scottsdale home for sale" had 1357 consumer searches in the month of March 2004.

Once you have chosen a key phrase, you are ready to create your page content. This step is the most important aspect in building an effective online real estate marketing program. Your web page content must have depth, as well as a significant keyword density. Your key phrase must be integrated into well written content, offering value to the reader.

In short, you want to develop each page of your real estate web site to be centered on the search term you are targeting. Within each page you create, you will want to be as repetitive of your key phrase as possible while still delivering an informative message related to the page's key phrase theme.

To target the 1357 online real estate search consumers, you must create a web page centered on this search term. The content must have proper content depth as well as approximately a 3-15 percent keyword density rating. To accomplish this, you need to write an informative web document which seamlessly repeats this key phrase throughout your content. At the same time, you need to offer your readers the highest level of educational value you can deliver.

Be careful not to dilute your content's effectiveness by attempting to use more than one key phrase within each web page developed. Focus on targeting only one term within each web page. Any more than that and your web page content will lose keyword density.

This is what I was able to accomplish with the above scenario:

I recently conducted a small experiment to see just how well pure content would do in the search engines. I took the search term “scottsdale home for sale” and set up a test page on a brand new web domain name, located at www.propertygetaway.com/scottsdale_home_for_sale.htm.

The results have been outstanding! To view the actual results click on any of the links below.

As you can see, despite all the noise about link popularity, you still must base your efforts in solid content. Yes, everything else you do to optimize your page will help, but if you don’t have a good base of content, you are building a house out of straw. Sooner or later Google will blow you down.

Building an effective content strategy is the foundation of being successful in your search engine real estate marketing.

Published: April 22, 2004

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