Real Estate Guest Blogging
What is Guest Posting or Guest Blogging for real estate? Will it help my real estate website rank on Google? Is it a safe, “white hat” SEO tactic? What is the process for Guest Posting? We will also cover…what you should avoid when Guest Posting for Back links.
Once you read through all of this you will understand exactly how to effectively use guest blogging to boost your real estate SEO and drive traffic, leads and new clients to your website.
How and Why Does Guest Posting Work?
Real Estate SEO is an ever-changing business. The only thing that is consistent is that the processes for ranking a real estate website will be totally different in 12 months. It has been said that Google makes about 400 changes to its algorithm and believe me – each and every one of them can affect your rankings. We even track the volatility of Google’s algorithm in real time – per industry. If you have any interest in that – click here.
We will be covering one of the common practices that professional bloggers and the top real estate brands use to market their blogs and increase their search engine rankings… The Guest Blog
Changes in the Algorithm
We have recently gone through Mobilgeddon – which was when Google started removing websites from their search results (done from mobile devices) if your site was not mobile friendly. The most recent core update was not to penalize any websites based off of quality (which most updates do) but to create more parity between the intent of the person doing the search on Google and the results they see.
For instance, if the big G had determined that when people search for “best Realtor” – that they wanted to see websites that show lists of real estate agents and their reviews/testimonials — it doesn’t matter what you do — if you are not a “list type” of page, you wont rank well for those searches.
Google is looking much closer to the INTENT of the searcher and the TYPES of sites they find (in a Google search). They measure whether the style of site fits the user’s intent by looking at bounce rate, time on site and other Quality Metrics.
Changes in Real Estate SEO Tactics
It wasn’t too very long ago, in the world of real estate digital marketing, that BLOGGING was all the rage. You couldn’t go anywhere without someone telling you that if you were not blogging about real estate, you were missing the boat. Many busy Realtors would pay professional copywriters to write blogs for them.
Please do not misinterpret! We are not saying that your real estate website shouldn’t be pushing out original content, in the form of blogs, and socially syndicating them for exposure and to generate traffic…that still needs to happen.
The above process is describing Content Marketing in its most basic forms. But lets step back and take a look on exactly WHY content marketing helps the SEO of your website.
Social Signals. Social Signals are when someone shares content from YOUR website on a social media platform. Many SEO Gurus have claimed that social signals do not DIRECTLY affect SEO, while others claim it has some direct and indirect ranking factors. No one really argues that social signals – whether referring to your brand or linking back to your site — are a good thing.
Back Links. The REAL potency of a content marketing campaign comes from the natural creation of back links to your site from other websites within the same business niche or vertical. When you write good copy and have it pushed all over the internet — the intent is that someone will create a link from THEIR website — pointing to your awesome content.
Those back links are the #1 factor for ranking any website.
How do professional bloggers brand and market their blogs?
Real Estate Guest Posts
Finally…we get to the topic at hand. What many SEO agencies have found out is its great to do the “write great content and links will come” process. Its totally natural and that what Google is looking for. Many have said they have found a better way.
Enter the Guest Post or Guest Blog
What the current trend is to offer, to the owner of a strong authoritative website, that you will write some great, original content for THEIR website. When writing that content, you would of course add a back that points back to your website. Seems like a legit offering…there is a true value exchange going on here. One site wants and needs some original content, the other site wants and needs a back-link….everyone happy.
Guest Blogging Run Amok
Just like everything else in the past, once the digital marketers get a hold of it, they exploit it to death. If you have an authoritative website in any niche right now, I’m sure that you are bombarded with hundreds of these emails offering to provide you with some “quality content” for you website.
So we have made the transition from paying for blogs to be written to offers from other people to write blogs for us for free (or for a back-link). This does add to the challenge of getting your content posted on other real estate sites. When people get bombarded with the same offer, you need to stand out and do something different.
Getting Your Own Back Links from Guest Posting
This is where the rubber meats the road. You are a Realtor. You have your own real estate website. You are a DIY real estate SEO person. You are already writing original content or having professional copywriters write content for you.
Now you are wanting some of those juicy back links from quality real estate websites. You have decided to take (what you have heard to be) the White Hat route and start to look for guest posting opportunities. Where do you start?
Well, getting an article submitted on someone else’s website is not as easy as it sounds. Although I am not going to go into great detail on these, we will lay out the steps for guest posting for real estate SEO.
Do some research and find other real estate websites that have good domain metrics. You will also want to ensure that the site your back link will come from has proper SEO. If you don’t already have a good SEO platform for reviewing metrics/rankings etc — we recommend SEMrush. You can get a free 14 day trial of SEMrush – which is more than enough time to get a huge list of potential websites. Just cancel before the two weeks are up and pay nothing.
Don’t overlook this piece! Back links that point to your website that are from “bad” sites will HURT YOUR SEO! Choose Wisely!
What are the best real estate blogs that accept guest posts?
You will want to use the tools referenced above to find the right real estate websites that will accept guest posts. We are NOT talking about sites like RealtyTimes or ActiveRain here — those are more quasi-web 2.o sites. The websites you want are individual agent/team/broker websites that have a strong web presence. Make sure that the links pointing TO the site you will be guest posting on have strong domain metrics and a good link profile.
There are also SEO companies that specialize in finding quality real estate websites and get your blog posted. I have only found one (out of many) that actually was worth the money. Scroll to the bottom to get the LINK 🙂
What is the best way to find guest blog sites?
Once you have created the list of potential guest blogging sites, then you need to reach out to each and every one of them. Look up the whois/where is, use the contact form on their site, even give them a call to talk to who can authorize you having content posted on their website. This is why you get all of those junk emails offering to write content for you. Many SEO Agencies use automated emails for this. I recommend a slightly different process. Look at each domain option closely and make bigger efforts to get on the sites that pass muster. This may be multiple emails, phone calls, outreach from social media platforms.
Selection of the sites for your Guest Blog determines how much SEO juice you get from Guest Posting
Once you get to the decision maker for the site, you then offer them your value swap. You explain that you will have some original, quality content put together specifically for their site all you ask for is a little back link referencing you in there somewhere.
If you get through that – then you get the content put together for them. If you are a good writer, you may write the blog post yourself. Many Realtors hire copywriters that put their content together for them. One way or the other, you need to get the original content ready.
SEO the SHIT out of that Blog
In that content, you will want to make sure that you license each photo. DO NOT STEAL PHOTOS FROM THE INTERNET. Make sure that you have proper tags in the photos for SEO.
The next step is SEO Basics – meta titles and H1,H2 and H3 Headers.
Each guest post should be an absolute minimum of 550 words, but 900-1500 word blogs work better as long as they are not full of fluff copy. You don’t want a 700 word article stretched out to 1400 words just for the word count.
As for links within the guest post itself. You will want one or two internal links. These are links from within the article to other pages on the site it will be posted to. Lets say you have the words “the effectiveness of an open house” in your guest post article and the destination has its own article on “the effectiveness of an open house” — that would be a PERFECT internal link. This is critical, as a blog post on a site that doesn’t have ANY internal links looks very fishy to Google.
Specific authority links. This is another biggie for any blog post, especially a Guest Post with a link pointing back to your site. You will want to find a couple terms in the blog that you can use to link out to a high authority website that covers the topic in detail.
I can not stress how important these outbound, authority links are. Also, you don’t want to necessarily link to the #1 thing in
Google for that term. You want the outbound authority link to be a GREAT example of the anchor text you are using. Showing that the blog has 3 outbound links and all are to very well written, high authority sites, when they see YOUR outbound link, you are in good company. Great choices for outbound authority links can substantially make a particular page rank better, and you want the post with your back link to get traffic.
Submit the article for posting. We strongly recommend submitting the article in a TXT file (just like wordpad)– that has the HTML in it for posting. This ensures that your hard work on the links and formatting wont go to waste. Many people will request that you submit the blog for “approval” before they guarantee posting.
Check the article once live. You will want to double check the on-page SEO for your article ASAP. If something is not correct, the longer you wait to request a correction the lower your chances of getting the blog updated. You will want to ensure that all of the links you utilized are there, with the same anchor text and that all are “follow” links. Double check the headers, title, description and that the copy is as you submitted it. SEOquake is a perfect little gem of a free marketing tool for this task.
The Right Marketing Tool for the Job
Each of these stages are critical. Missing a critical step could waste a lot of time, effort and money and could ultimately HURT your website. We recommend a couple of FREE tools for checking the domain metrics and on-page SEO for your guest posts:
SEMrush – SEMrush is a full featured SEO platform with a ton of features. Truth is, you only NEED to use the tools for a while and document all of your findings. So their 14 day free trial is a pretty good option for those that are “Thrifty”. Watch out — this is a top notch SEO tool and you may find yourself addicted.
SEOquake – This tool is totally free forever. One of our absolute favorite tools for checking on-page SEO. Even with the TONS of expensive, paid systems we subscribe to at DEAN Knows — this gets used DAILY. It is a Chrome Add On – so it installs within the Chrome browser. If your are reading this in a Chrome browser — just click HERE to install it from the Chrome store.
FREE SEO Site Audit – This one is ours… We offer a very extensive FREE SEO Site Audit for on-page SEO and many other factors. Be picky with the sites you run through here – as to limit abuse and our resources, we only allow 3 full reports per email address.
Sinium SEO – This is a site that offers a plethora of SEO tools. Because the entire thing is free, none of these do a great job – but it is a pretty full featured set of things you can do.
As we promised — here is the website that delvers on getting your guest post on an authoritative real estate website.
Too Much Work for You?
Well, after all of that…telling you exactly how to improve your real estate website’s SEO by using Guest Posting…We MUST offer our shameless plug.
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