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Sign into your accountSEO Battles With Big Real Estate Websites? Kill Them With Local Niche Content.
January 22 2013
When I meet with a REALTOR® about doing a new real estate website for them, we always start out by discussing what their primary objectives are and what is making them want to switch their site up. The first thing I am always told is, "I want to show up first on Google rankings for my marketplace."
When I ask the REALTOR® to be more specific, they will say something to the effect of, "When someone types in (Fill in the city) real estate listings, I want to be the first choice."
This opens up dialogue for a very meaningful exercise. The purpose of this exercise is to demonstrate that it is nearly impossible to compete with the Zillows, Trulias and big box brokerages of the world when it comes to vague (e.g. citywide) search terms. BUT, if you strategically put niche-specific, local content into your website, you can compete with these companies on levels they simply cannot compete with.
The Problem:
For this exercise, let's assume that your marketplace is Menlo Park, California. If you do a quick Google search for Menlo Park Real Estate Listings, you'll see that the top two results, of course, are Trulia and Zillow.
The fact is that you cannot compete with these companies on the broad spectrum. They aggregate TONS of data on their websites, have links to every listing imaginable and have become SEO powerhouses.