My Home Builder Website has Content. Now What? (Part Two of Four)
White desktop with a silver keyboard and a dark journal with a pen and the word CONTENT just off center

My Home Builder Website has Content. Now What? (Part Two of Four)

February 4th, 2021


Content is the driver for attracting visitors to your website. Creating engaging and valuable information for the user solves the problem they’re searching for. The search engines will reward you with better search engine optimization (SEO) value. But how do you create content that will draw potential customers to your website?

If you haven’t read part one of this series, you may want to read it before finishing this article:

Maximizing Your Existing Content for SEO

So, your website has content. But is the content SEO-friendly? Most home builders will have websites with standard pages (About Us, Communities, Floor Plans, Our Process, etc.), and the content is pretty straightforward. But, by adding targeted keywords to your content, you can attract more potential customers. Keywords are terms entered into a search engine’s query box when someone is looking for information. So, a sample query would be “home builders Denver.” Incorporating this phrase and similar terms naturally into your website’s content will increase your search value. Some free programs, such as Google’s Keyword Planner and Uber Suggest, can help you see keyword volumes and offer potential keyword ideas. Of course, if you don’t want to tackle this alone, most digital agencies will research it for you. Typically, there is a charge associated with this research. Homebuilder marketing agencies will likely have paid versions of SEO software such as SEMrush, Moz, and SpyFu. These software programs will do a more in-depth analysis and can create a plan much faster than the free program.

Getting words to rank is much more complex and time-consuming than just adding some keywords to your existing content on your website.

Keywords vs. Long-Tailed Keywords

Competition is fierce for the most popular keywords. Using the above example of “home builders Denver,” around 1,000 monthly searches use this term. It will take a lot of time, money, and strategizing to rank for this. But, if you choose “custom home builders Denver Colorado,” there are around 250 monthly searches for this term, and it would be easier to rank since there is less competition. This term is known as a long-tailed keyword. Long-tailed keywords are key phrases with more specific terms and are usually easier to rank for. Another good long-tailed keyword strategy is to identify geographic searches in surrounding areas. For example, the term “new home construction Aurora Colorado” has close to 150 searches each month, and your chances of ranking for these keywords are less complicated.

Ranking for keywords requires patience. It usually takes four to six months to start seeing results.

What Do Keywords Tell Us About Your Audience

During brainstorming sessions with clients, they often say, “I don’t want to force these terms into my content.” My response is always, “Of course you don’t.” You want cohesive content written professionally and incorporating keywords. You want to avoid keyword stuffing at all costs. Keyword stuffing is a big no-no in the eyes of search engines, and you will be penalized.

But, the search volumes for long-tailed keywords are more than numbers. These volumes tell you the questions your potential customers have. As a home builder, you want your website to be a resource for those people. Providing useful and timely information will help your potential customers make educated decisions, and the search engines will reward you.

How Does Blogging Fit into SEO

Blogging is integral to increasing your search value. By creating blogs, you demonstrate to the search engines you are providing fresh, new content to your audience. Nobody knows what the “secret sauce” is for ranking on the first page of search results, but one of the significant factors is providing helpful information to the user.

To start blogging, you will need to identify target keywords. These terms will most likely go hand-in-hand with the strategy you used for the existing content on your website. Sticking with the example of new home builders in Denver used previously, using the free tools from Uber Suggest or Google Keyword Planner, you can see search volumes, and these tools also recommend potential blog topics. For example, Uber Suggest recommends writing a blog post on new home construction in Aurora, Colorado. The titles could be Building a New Home in Aurora: What you Need to Know or The Best Places for New Construction in Aurora.

The ideal length of a blog will vary depending on who you ask. Typically, blogs will range from  800 – 1200 words. That is a four to five-minute read. Also, use images, infographics, and lists. This keeps readers engaged, and the longer they are on your website, the better the SEO value for you.

If you are looking for an agency to do the work for you, which I highly recommend, a well-written SEO-optimized blog will take about two hours. Rates for professional content writers range from $85/hour to $200/hour.

Maximize Each Blog Page’s Onsite SEO

As discussed previously, every page of the existing website should be maximized for search engine discoverability. Each new blog you create should be treated as a new website page. Title tags, meta-descriptions, h-tags, and images should be optimized using Google’s best practices for onsite SEO. Each blog post is an opportunity to show the search engines you are putting out useful information for the user.

Don’t Forget the Call-To-Action (CTA)

When you create a blog, you always want to add a CTA somewhere in the blog. Typically, the best placement is at the bottom of the post. As previously discussed, the CTA is also an art form. Every element needs to be examined for maximum conversion. The color and the wording are essential. Use colors such as green, orange, or red for the button. ( Words on the CTA button like Contact Us, Learn More, or Schedule a Tour.

Here’s a great resource from an industry-leading company we love and use from, SEM Rush.

How To Use Google Keyword Planner for SEO and PPC Campaigns. Check out the article from SEM Rush, and let us know what you think!



If you missed Part 1, catch up on the series!

Next Month: I Have A Database of Names. Now What?