“Twofer” is the short form for “two for one” or as the old adage goes, to “kill two birds with one stone,” which I agree, doesn’t sound very nice does it?  But, when a single amount of effort produces two returns or more simultaneously, I call that efficiency. And that goes for when I write real estate content for websites and blogs. The one thing I always try to do is to work smart – utilize my time efficiently while maximizing the results I want to achieve for my clients.  After all, their success is my success, and when we land on page one due to effective content that rocks, well …. beam me up, Scotty!

I view real estate content as a precious and valuable commodity – high-quality real estate content that is. Or, in other words, “content that your readers find valuable,” of which requires a fair amount of time to write, or marketing dollars to have someone else write for you.  Either way, it’s an expenditure and an investment.  Hence the reason why you always want to get the most bang for your buck with your content.  How you can efficiently utilize your content for maximum effectiveness is by putting the following actions into play:

  • Optimize
  • Recycle
  • Maximize
  • Link
  • Update


Even the most fab content on the planet isn’t going to mean diddly if no one can find it in the search results. Web content requires the important layer of on-page SEO, and although it isn’t rocket science, it does require a basic understanding of how to effectively optimize content for optimum results.  On-page SEO includes the following elements: meta titles, meta descriptions, image alt text, keyword density, heading tags, proper URL structure, and optimized titles. And you need all of these elements working together as a seamless whole to ensure a home run in the search results.

You also want to add this SEO layer after you’re done flushing out a page of content so that you keep the focus on the topic you are writing about rather than on search results.  And yes, I know, this has been said a million and one times over, but it’s worth saying again – “write for people, not search engines” because no one likes to read SEO fodder and it definitely doesn’t convert.


It isn’t necessary to reinvent the wheel everytime you write about the same topic.  First of all, that really isn’t a smart use of your valuable time.  If you have thoroughly researched a particular topic and have flushed out a noteworthy page of content, why not keep it in the vault for future use. Who knows when you may need to refer to it again for ideas or even use parts of it for a related topic in the future.   Now, I’m not saying here that it’s a good idea to recycle and republish content word-for-word because you run the risk of duplicate content issues which you definitely don’t want.  What I am saying, however, is that keeping quality content in the vault could save you research time and provide a point of departure to expand upon down the road.

Maximize & Link

Here is a practical example of maximizing your content as a REALTOR.  Let’s say you have several individual communities that you want top search engine placement for.  The most effective way to accomplish that goal is to write individual pages/posts about those communities on your website or blog.  Let’s face it, shooting out a page of IDX code will only get you so far in the search results, mainly because you are competing with every other REALTOR in your market doing the exact same thing.  By adding some unique text to the page of IDX code, you are giving Google and the other SEs more area/topic information about the page than just a page title, and you are also making your listings pages stand out from the pack in the search results.  Not to mention, you are providing your site visitors with valuable community information that your competitors may not be providing, while branding yourself as a “local expert.”

I’m going to segway right into linking with this example ….

Instead of just “one” search page, “I like to kill two birds with one stone”… sorry, but I do.   First of all, I create community profiles as blog articles instead of pages because it’s important to update your blog on a regular basis.  Next, instead of adding IDX code to that community profile/blog article, I include property search ‘links’ within the text that link to a separate custom search page of IDX code.

I then add a snippet of the community profile text from the blog article to the custom search page, right above the IDX code, as well as a “read more” link, which links back to the area profile article, creating a looping infostructure.  I now have two separate pages linked together, instead of just one, to shoot out into the index.  It is important, however, that you create unique (meta) titles and meta descriptions for each of the pages so they are not seen as duplicate and end up canceling each other out in the index.

Here is an example:

Another important reason to link to your content within your site is to increase overall website area/topic authority.  Internally linking relevant/related pages and posts together whenever possible is key to search engine ranking.  Hence the reason why you want to create really meaty foundation pages/posts (buyer, seller, communities, etc.) at the get-go because the more you link back to those pages as you blog on your site, the more area/topic authority you will create. For example, every time I blog about a particular community, school or bit of local news in let’s say “Wayne County, PA,” and link back to the Wayne county profile page within the text, I strengthen the blog article, the Wayne County page, and the overall topic/area authority for the entire website.  You can also link related topics together under the heading “Related Articles,” which is good for both SEO and navigation usability.


If you have previously created and published a page of high-quality content on a particular topic that’s still relevant but in need of updating, it isn’t necessary to write a brand new page/post about the same topic from scratch, especially if the original page/post has decent placement in the index.  Instead, go back to the original page, change out any visuals that have gone stale, take out what is no longer timely or relevant, and add whatever information is needed to breathe new life into the page.  Quite frankly, I do this all the time, otherwise, I’d end up with a lot of redundant and obsolete content floating around the web, which I don’t want.  Or, if I delete old posts or pages instead of updating them, I end up with 404 errors, which I also don’t want.  By updating your real estate content, you keep it fresh and current, and you also save yourself time having to rewrite something that you’ve already covered for no good reason.  You now have more time to write about something else!

The Takeaway

High-quality real estate content is your best friend and defense when it comes to competitively marketing your real estate services online.  That being said, it takes time and energy to write and resources to have someone else write content for You.  Either way, If you follow the tips I’ve shared here, you’ll get the greatest return on your investment when it comes to your content.

Real Estate Area Profiles & SEO Blogging Services – Package Discounts Apply – Call Today! (813) 312.5606

We incorporate high-quality, optimized images (load speed) and all pages are checked for mobile responsive layout and formatting. As part of our blogging services, we will also share your community pages/articles via social media:  Facebook, Linkedin, Twitter, Pinterest, and Google+.

We are familiar with all real estate website/blogging platforms and work directly on your site as optimization requires proper URL structure, meta tags, meta descriptions, keyword optimization, internal linking to relevant pages, and outbound links to relevant authority sites.

“If you are a real estate professional and want to acheive and maintain a competitive online edge, you need to blog on a regular basis – and you need to blog SMART!”

Related Content Marketing Articles

real estate website SEO content services | ongoing real estate blogging services 

If you are interested in real estate SEO content for your website, ongoing SEO blogging services, improving your search engine placement, and increasing your conversion rate, give us a call, send us an email or fill out the online contact form today!   We can help you achieve your online marketing goals with professional SEO content services for real estate.  We have a proven SEO content strategy that WORKS!

Let’s Go!

Victoria Sutherland-Stankard
Get Found Now! SEO Content Services
Phone: 813.312.5606
seobloggingdiva @ gmail.com