Google’s search algorithm can feel like navigating a constantly changing maze. If you’re a busy real estate agent, this can be particularly challenging given everything else on your plate. Just when you think you may have mastered the art of local SEO, Google throws a curveball – the Helpful Content Update. These changes began in 2022, but remain ever evolving.
Although you may be stressing out just at the thought of more changes, it’s really not the seismic shift that you might believe it to be. Understand that this update isn’t designed to punish real estate agents, but rather reward those who prioritize user-centric content. With that in mind, let’s begin with what you need to know about the Helpful Content Update and follow that up with a quick refresher on how to adapt your local SEO strategy for continued success.
Understanding Google’s Helpful Content Update
Launched in August 2022, Google’s Helpful Content Update aims to prioritize content that offers genuine value and satisfies the searcher’s intent. That just means that Google wants to prioritize content that users find helpful, informative, and trustworthy. As analytics become more sophisticated, this shift helps move the search engine results away from content primarily optimized for search engines to a more user-centric analysis. As a real estate agent, you’re most likely already working to genuinely connect with potential clients, which is the type of content creator that Google wants to connect with users.
How Does The Helpful Content Update (HCU) Affect Real Estate Agents?
In the past, local SEO for real estate agents could involve keyword stuffing. That is, churning out generic content across multiple locations or relying on automated descriptions. The Helpful Content Update aims to weed out such practices. The good news? If you’ve been focusing on creating high-quality, informative content that serves your local audience, you’re already on the right track!
Local SEO Best Practices for Agents in the Age of “Helpful Content”
Here are some key adjustments to keep your local SEO strategy competitive in the wake of the Helpful Content Update:
- Focus on Expertise, Authoritativeness, and Trustworthiness (E-A-T): Google wants to see content created by experts in their field. Showcase your knowledge of the local market, highlight your credentials, and establish yourself as a trusted resource for buyers and sellers. Google has also added an additional “E” into the mix, which stands for “Experience,” meaning you should add in content that references your experience, your years in the business, and anecdotal evidence of your expertise.
- Content Should Cater to Local Needs: Go beyond generic listicles. Craft content that addresses the specific concerns and interests of your local audience. Highlight local market trends, offer insights into specific neighborhoods, or provide tips for navigating the home buying or selling process in your area. Not only will this be noticed by Google, it will direct your target more toward your target leads.
- Prioritize User Experience: Content should be well-written, informative, and engaging. Structure your content for readability, break down complex topics into easily digestible pieces, and incorporate visuals like high-quality photos and videos.
- Optimize for Local Search: While keyword stuffing is a thing of the past, using relevant local keywords organically throughout your content remains important. Focus on long-tail keywords that reflect specific searches users in your area might make. Consider business profiles, local events calendars, or regional resources for homeowners.
- Embrace Authenticity: Let your personality shine through! People connect with genuine content and Google will reward more unique content that doesn’t feel generic or like it was written by a bot. No time to sit down to blog? Consider recording audio of your thoughts, which can be done hands-free while driving or jogging. These can be transcribed and then cleaned up for ready-made blogs.
- Target Voice Search: With the rise of voice search, consider how users might ask questions about the local market. Optimize your content with natural language and conversational phrases.
Content Ideas for Local Real Estate Agent SEO Success
Here are some content ideas that align with the Helpful Content Update and cater to local audiences:
- Neighborhood Guides: Create detailed guides that showcase the unique character, amenities, and lifestyle offerings of the neighborhoods you specialize in.
- Local Market Updates: Offer insights into local market trends, including average sales prices, days on market, and buyer interest.
- Community Spotlight: Highlight local businesses, events, or hidden gems that contribute to the overall appeal of the neighborhoods you serve.
- Buyer and Seller Guides: Provide targeted guides tailored to the specific needs of buyers and sellers in your local market.
- Q&A Sessions: Address frequently asked questions about the local real estate market in an informative and engaging format.
Embrace the HCU Shift and Reap the Rewards
The Helpful Content Update isn’t a reason to panic. It’s an opportunity to refine your local SEO strategy and create content that truly connects with your local audience. By prioritizing user experience, showcasing your expertise, and becoming a trusted resource for buyers and sellers, you’ll be ahead of the curve within your local market and ultimately generate more qualified leads.
Pro Tip: Remember, consistency is key! Regularly publish fresh, informative content that caters to your local audience. As you adapt your local SEO strategy to the Helpful Content Update, track your results, analyze user engagement, and refine your approach for continued success.
