Neighborhood pages – what are they, and how can you use them to supercharge your real estate website?
We’ve spent the past week or two dissecting real estate agent websites and putting them back together in a way that improves your standing as a real estate authority, helps visitors get to know and like you and teaches you how to convert visitors to clients.
You need to get those visitors to your site, though, to accomplish all of the above. Sure, you can pay for them – there are tons of companies out there with the sole aim of separating real estate agents from their money.
Or, you can hope that what you’re posting to social media will prompt some of your followers to visit, too, but the best shot you have at organic search results is with neighborhood or community pages.
Yeah, we know you’re busy. But there is an upcoming month or two when you’re going to have some extra time. Why not plan on working on these neighborhood pages or work on hiring someone to write them for you? Don’t think it’s worth it?
The best place to hide a dead body is on page two of Google’s search results
Nearly 70 percent of buyers begin their online search for a home with a local term, according to a Google study. Whether it’s a broad term, such as “homes for sale in Denver,” or a narrower term, such as “homes for sale in Park Hill Denver,” isn’t mentioned.
What we do know is that it is nearly impossible to rank on page one of Google’s search results for the broad term and, depending on your market, much easier to get there for the narrow term.
Since 75 percent of searchers never scroll past page one, according to Hubspot, and the sites listed on the first page receive 91.5 percent of the traffic, page one of Google for local search results is where you need your real estate website to be.
Neighborhood pages done right
Earlier we mentioned that your neighborhood descriptions should be in-depth and there’s a reason for that. A Backlinko study of more than 1 million Google search results shows that “the average Google first page result contains 1,890 words.”
Yeah, that’s a lot of writing. But don’t let the figure scare you off; remember, that’s the average word count. If you can manage to write even half that, you’ll be way ahead of most of your local competition.
While many SEO experts will tell you that Google likes long content because it’s more valuable to the searcher, we tend to agree with the SEMrush study that finds the second most important ranking factor is the amount of time a visitor remains on the website.
“Nowadays, in order for a site to rank organically, Google needs proof human beings actually like what they click on,” and that proof is session duration, according to SEMRush’s Jen Saunders.
The longer and more interesting the content on your neighborhood pages, the longer your visitors will stick around.
Must-haves for neighborhood pages
Start with the page’s title – use a logical search term.
The written description of your featured neighborhoods should contain all the information a newcomer to the area wants. Sure, the reader may be a local, but if you assume your audience is new to the area you’re more likely to go deeper in your descriptions.
If you need ideas on how to beef up your neighborhood page content, check out Kyle Hiscock’s descriptions. For an example of how to inject your personality into what you write, take a look at Naperville, IL agent Julie Ferenzi’s description. Yes, it’s a tad short, but very engaging.
We like Silicon Valley’s Arigna Team’s neighborhood descriptions, although the page would be of far more value if it had photos and videos.
Don’t skimp on the neighborhood photos. In fact, a photo should be the first thing a visitor sees when landing on the page. Then, sprinkle more throughout the description. Don’t just mention the community park, go snap a photo of it and slap it on the page.
Hit hard the features that make the neighborhood popular, both in your text and with photos/videos.
Getting to page one of Google for your neighborhood pages isn’t easy (especially if you work in a large market, such as L.A. and the greater southern California area(s)), and it won’t happen overnight. But these pages give you your best shot at showing up in local searches.
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The Elite Group
Largest Home Inspection Company in North America
Best Selling Author “Secrets Of Top Producing Real Estate Agents: And How To Duplicate Their Success.”