How to use SEO Content to Find Buyers and Sellers


As a Realtor, you know you have to have a steady stream of leads to sell enough homes to hit your goals. There are different ways you can get those leads. You can ask for referrals from friends and family; you can be active in community groups and get to know folks; you can farm a neighborhood, network, visit FSBOs, buy ads in local publications, place an ad on your car, or many other ways to get your name out there in the community. Did you know you can also use SEO to find buyers and sellers and grow your Real Estate business? Rather than chasing leads, you can have them come straight to you. 


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How to start using SEO Content to find buyers and sellers 


You should take a strategic approach to your SEO work and pair it with content marketing for maximum results. SEO or search engine optimization is the connection point between your content and the audience you're creating it for. You need both to win with organic marketing. If you want to get found on Google and help more buyers and sellers, keep reading. 


Determine what type of content you’re creating


Will this be a blog post or a website page? Are you going to repurpose it for Social Media or share it in your email? Once you know where you’re going to use the content, it’s easier to move on to the next steps.  


Who are you creating this content for? Is it for buyers or sellers? If you’ve followed along here for a while, you know that we chose four content pillars for our blog posts. That way, we can create one post per pillar per month and easily batch our content, which saves us time. If you’re not doing this yet or need some info, this blog post will walk you through the process. 


Start by brainstorming the topics you might cover in this blog post or website page.


  • Who is it for? 


  • What questions do they ask? 


  • What information do they need from you? 


  • What information do they want from you? (Note: what they need and want aren’t always the same; you have to give both) 


Now, rather than writing the content, let’s take a step back and focus on this piece's SEO foundation.


I want you to do a bit of research. Go to Google and start typing in things related to the terms or ideas you’ve brainstormed. What questions are people asking?


You can also look for ideas through Answer the Public. Go to their website, enter a keyword tied to the topic you’re thinking about writing on, and see what questions people are asking. 


Next, once you have an idea of what you want to write that you know people are interested in, I want you to use an SEO keyword tool to see if there’s any search volume for that keyword. Look through the keywords that show up in the results and choose the one that’s the most closely related to the topic you want to write on and has the highest search volume and lowest competition. 


A final step that will help you be more successful is to go back to Google and search the keyword you’ve chosen to see who shows up on Page 1. I want you to find a keyword where the results are similar to your website because you’ll have a better chance of ranking when you go up against similar websites, not big, giant, super authoritative ones. If you find Zillow or Realtor on Page 1 and no local Realtors, you probably need to look for another keyword because you’re unlikely to rank for this one. 


Now, my friend, you’re ready to find Buyers and Sellers through your website


You’ve used SEO research strategies to choose the perfect topic to write on and the keyword for your optimization. You’ll want to write your content and provide the information your potential buyer or seller needs. Don’t worry about how often you use your keyword just yet. I want you to focus more on writing great content and providing value for your reader. 


Once you’ve written your content, you should go back through and read it out loud and see how often you’ve used your keyword. You will likely find you used it without focusing on it because your topic should be closely tied to your keyword. At this point, you can edit if you feel that you’ve used it too many times and it feels awkward to read or if you think you have opportunities to use it more.


Make sure your keyword is used in your first paragraph and in your Header Tags (those are the big separators between the paragraphs in this post). You want to use H2 tags to break up your main points and H3 tags to break those points down further. 


Request a copy of my Beginner's Step-by-Step Guide to SEO here. It will walk you through what you need to do for SEO on this page or blog post. 

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Now it’s time to optimize your new content so that Google understands it better and shows it to buyers and sellers


You’re almost there. You’ve done your research, chosen a topic you know your potential buyer or seller is interested in, you’ve chosen a keyword you can rank for, and you’ve written a great piece of content. You have one more step to take to help Google show it to as many people as possible, and that’s to do the actual SEO work on your content. 


When you create your new page or post, you want to use your keyword in the Title Tag, Meta Description, and Image Filename. You should have already used it in your copy and header tags. If you’re unsure what the SEO elements mentioned above are or how to create ones that follow best practices, get a copy of my Beginner's SEO Guide right now. It will walk you through everything you need to do, PLUS it’s got a super handy SEO Checklist on the last page that you can use to make sure you’ve done everything you need to for SEO on this page. 


If you want potential buyers and sellers to find your website on Google and then work with you, you have to create content that they’re looking for, and you can rank high on Page 1 because they’re not going to find you on Page 2. 99% of all searchers stay on Page 1. You can do this.


There is a huge opportunity for you. Think of every new blog post or website page you create as an opportunity for new buyers or sellers to find you. Suddenly creating SEO-friendly content got a lot more exciting. 


You have to do all three parts to get the results from SEO and Content 


  • SEO research to determine topic & keyword


  • Write content that’s helpful for your Ideal Customer


  • Optimize the content you create 


It's all three working together that helps you connect with buyers and sellers online.