Careers Business Ownership Why Unique Content is Critical to Real Estate Web Sites Share PINTEREST Email Print Business Ownership Industries Real Estate Retail Small Business Restauranting Nonprofit Organizations Landlords Import/Export Business Freelancing & Consulting Franchises Food & Beverage Event Planning eBay E-commerce Construction Operations & Success Becoming an Owner By James Kimmons James Kimmons Jim Kimmons is a real estate broker and author of multiple books on the topic. He has written hundreds of articles about how real estate works and how to use it as an investment and small business. Learn about our Editorial Process Updated on 11/20/19 Interesting and unique real estate website content is critical to the success of your site. The interesting part is for your visitors, while the unique part is for the search engines. Some SEO will go a long way in this strategy also. Use the resources below to get more information on developing a site that appeals to your visitors and gets higher free search engine placement. Make Algorithms Work for You Google makes adjustments to their highly secret search algorithms hundreds of times every year. Recent Google algorithm updates have stunned some webmasters when their sites suddenly plummeted in search results and real estate websites have not been immune. So, what's going on? It's really simple from Google's perspective: The search engines are working hard to "improve" their results based on their goals for searchers. They want a searcher to find what they seek when they click on a result listing. They are getting much better at blowing "black hat" SEO practices out of the water. You can't just pack keywords into page content anymore and you can't just create "fluff" content with the right key phrases and rank well. The search engines want to send their searchers to content that answers their questions or meets their needs and they use various methods to decide which sites are meeting these requirements. Sadly, they don't tell us what those methods and measurements include. We just need to understand that quality of content and content that shows we are experts in real estate and our markets are what we need to provide on our websites. 01 of 04 Know What Your Visitors Want Ale Ventura / Getty Images Learn what your visitors expect when they reach your site, what not to do, and what will work for long-term real estate web site success. There's also information on what works for follow-up email and what doesn't. Go back and research the questions you're asked by clients and others. What they are asking you in person, they're searching for on search sites as well. 02 of 04 Learn Search Engine Optimization Basics Hero Images / Getty Images Too few real estate agents and brokers realize that the search engines actually want the same thing that you do from your site. If you concentrate first on content that's interesting and useful for your visitors, then use some basic SEO practices, you'll eventually get those higher free search positions you want. Learn why here. 03 of 04 Maximize External Links and Keywords Alys Tomlinson / Getty Images In your quest for as many external links into your site as you can get, don't overlook the value of internal links when properly used. The search engines value internal links that direct visitors to more relevant content on your site. Additionally, whether you're writing your own unique real estate website content, or you're hiring freelancers to do it, you'll want to know the importance of keyword density. Learn here how to research key phrases and use them in your content for the best search engine optimization. 04 of 04 Real Estate Web Site Content: Write it or Buy it? Tom Merton / Getty Images Should you write your own original real estate website content? Are free articles of value? Where can you find paid copywriters for your site? How much will copy cost if you buy it? You'll get all those questions answered here and more.