Tags: blogging, blogging for SEO, blogging style guide, internet marketing for home builders
This post was written by: Anna Chandler
Blogging is absolutely integral to your SEO effort, but we frequently see it become overlooked on our homebuilder websites. It’s easy to understand why: you’re busy finding new home buyers and building new homes; with the added task of keeping the website up to date the blog on it might be seen as onerous and unnecessary work.
But we want to stress it is not unnecessary. Blogging offers fresh and relevant content to your potential buyers and to search engines. And for the latter, the more good content they get they more important they think you are, and the higher they think you should be ranked for your keywords. It’s an easy win for internet marketing.
But we know that blogging can be a lot of work. There’s the writing, the details to keep track of, confusion over what best practices entail. We do offer blogging as an additional service, but if you’re wanting to keep it in-house and make it easier to maintain every week we recommend setting up an SEO Style Guide.
This Style Guide provides your on-team bloggers a handy resource to identify what you want to be found for and how best to make that happen. That way you’re meeting your goals every week and don’t have to scramble to remember the details. A successful SEO Style Guide will include:
A list of your keywords. You don’t want to be writing artificially or stuffing them in, but it will be easy to work in new homes in Olathe when writing about your new homes, after all. These are natural phrases that advertise what you do and what you want to be found by searchers for. If you have questions about your keywords just contact us.
Wordcount. There’s no magical Google-provided number, but we do know that too little content isn’t helpful and too much content off-putting for readers. Somewhere around 300-500 is the most commonly cited range.
Formatting preferences. Links should open in a new tab, photos should be alt tagged, link back to the community you’re discussing, define authorship: this is your “blogging MLA”. No matter who is writing, the formatting will be kept uniform and easy to remember.
Blogging schedule. We recommend blogging at least semi-weekly, though once a week is much preferred. You might want to roll out posts on a certain day of week so your readers can anticipate properly. If you have a list of topics, this is even better. Maybe in December you’ll be discussing your brand new community, there’s a sale and a model home opening upcoming in January, and February will need some filler content. Stave off writer’s block and provide a clear sense of direction.
Putting aside twenty minutes to throw your blogging guide together will save a lot of time and effort in the future. Trust us, we did so ourselves!