Today we’re going to be talking about creating a perfectly real estate SEO optimized page and why it is good for your real estate business. Let’s get right into it. First, we will go over some fundamentals.  

1. Provide Value

Providing value is the most crucial part of your website. If you have been following my site, you will see that every post and video has answers to frequently asked questions, and the answers provide in-depth information.

Whether you will be adding content to your website, adding a new page, uploading a video or a picture, you must focus on providing value for your target market.

People will visit your site to look for answers to the burning issues they have in your niche. If you can provide them with the solutions (value) they need, they are likely to stick around and even convert to buying customers.

Everything starts with providing value.

2. Ease to Navigate

This is pretty straightforward.

People want to find the information they are looking for as easy as possible and as quickly as possible.

Make sure that you have a clean menu, lots of whitespace, and particular calls to action.

Your blog posts should be neatly organized and should contain everything your reader needs to know. Use subheadings to break up the content and help your readers to peruse through the material and find what they need quickly.

If you’ve got images in there, make sure that they’re aligned left or aligned right. Throwing images anywhere in your content makes you look unorganized and increases the probability of a bounce rate.

3. Responsive Site

Over two million people view websites on non-desktops machines, and with the increasing access to the internet and smartphones, this number is expected to rise.

You should, therefore, expect that people will access your website through iPads, smartphone, and tablets. Having a responsive website gives your visitor an easy time navigating your site.

The content on your site should be well served to any device number. You can check if your website is responsive by using your mobile phone.

If you are using WordPress, use a responsive template or ask your developer to make your site responsive.

4. Keyword Optimization for Real Estate Websites

A keyword is a specific phrase or word that you can use to tell search engines such as Google and Bing what your webpage is about.

If you are new to SEO, we have a great article that explains everything you need to know about keywords and their use.

Providing value and writing organic content will not translate into money if nobody can find your content and benefit from it, which is why keyword research is so crucial.

If you are not sure the specific keywords you want to rank for, you can choose something in line with your niche that speaks directly to your target market.

Avoiding broad terms such as ‘real estate’ will significantly improve your ranking. A more specific keyword would be ‘Nairobi real estate.’

Once you have identified your keyword, you need to arrange your pages and posts in a way that is appealing to your reader. You can do this by following this simple on-page elements rules. Let us consider this example.

On this sample page, you will notice that the title is Nairobi Real Estate which is a long-tail keyword. Nairobi real estate is going to be our primary keyword for this example.

The content is arranged in a simple way that makes it easy for readers to peruse and determine if the article contains what they are looking for.

You will notice that that article has a Title, an introductory paragraph, and then it moves to the body of the article which contains subheadings and hyperlinks.

There is a picture with a caption, social share icons, and the page URL. Let us look at each element and what you need to know.

Header text.

When using WordPress to add a page or a post, your title is automatically added as a header one (H1). This distinctly shows your reader the topic and what they expect it to cover.

Header one should only be used for the title unless your page has a different focus.

Having different focuses on one page or post is however discouraged. It makes it easy for your audience to get confused and thus leave your website.

This increase in bounce rate reflects as invaluable content, and search engines lower your rank. You want to achieve the opposite.

Your page is likely to have a single focus which you will summarize within the title. The title should consist of your keyword, in this case, Nairobi Real Estate.


Subheadings will use header two and header three depending on the number of parts or sections your article is going to have.

You can choose to have main points in header two and use header three for subheadings within your subheadings.

This clearly marks where one ends and where one begins, and makes it easy for your reader to follow your thoughts.

From our example, you will see that header two has been used to introduce the section “An overview of the ‘Nairobi real estate market’ not only telling the reader what the part is about but also utilizing our primary keyword.  

Your reader expects to find information that touches on key areas they should know about Nairobi real estate market in this section, which is what you should provide.

You should avoid using keywords in a subheading if the content that follows does not deliver what the subtitle promises. Search engines and your audience are intelligent and will notice it immediately.

The page URL

If is your website, then your page URL will automatically to be

Our focus today is not on the domain but on the URL part or what comes after the domain. Just like the heading and subheading, you need to make sure that your URL contains your keywords.

The keyword will automatically be added to our URL if it appears in your heading. If you have a long title, you are also likely to have a long URL.

To make it easy to remember, and to optimize your page, shorten your URL to contain the most essential aspect of your article, which is your keyword.

For instance, your title may be ‘What you need to know about Nairobi real estate in 2019’. While this is a good title, your URL is likely to be too long.

A better URL would be or even

Organic Copy

Organic copy refers to writing articles that have not been copied from someone else. Plagiarism is an offense and will see search engines punish your site heavily.

As mentioned before, you want to offer your audience value. This cannot be stressed enough. It is critical to your content marketing.

Include your keyword in your content as naturally as possible. Un-naturally including your keywords will make your work illegible and turn off your reader.

You should maintain a keyword density of below 3% in your entire article. This means using your keyword not more than four times in your entire article.

Keyword stuffing will get your penalized and lower your rank on Google. Avoid it at all cost.

Using our example, let us see how a real estate SEO optimized site should use keywords and what you should avoid.

‘Nairobi real estate is a city in Kenya. Nairobi real estate is some of the hottest in Kenya Primarily because Nairobi real estate.’

This sounds unnatural and grammatically wrong. Let us consider a rewrite.

‘Generally speaking Nairobi real estate is some of the hottest in Kenya.’

Much better. There is no fluff, the sentence makes sense and can be understood by a child. This should be your aim.


Now that your article is SEO optimized, you need to optimize your images. WordPress makes this very easy. When you add a photo, you have an option to add the title and alt description.

Using your keyword, add the image description without manipulating search engine.

You can use organic value caption to get keywords organically into your content.

Organic value captions are another cool thing with WordPress.

From the example, you can see the caption says Nairobi Real Estate near Westlands. Although this may not sound organically correct, it is ok to use it as a caption.

5. Social Share

People love to share content that is valuable, easy to read and understand and well structured. Now that you have learnt how to do that, make sure that you have social media sites ready. Facebook, Twitter, and Instagram are the most commonly used.

Google plus was great but Google recently announced that it was closing the social site. It may take a while to do this so keep in open and use it while you still can.

When people share your content, search engines see it as a vote of confidence. These votes are crucial because they determine your ranking, so the more you get them the better.

6. Interlinking

Ever read a blog post and you noticed hyperlinks within the content? Hyperlinks are words that have a link that leads to a different post, either on the same website or on a different website.  

The hyperlink is strategically linked-to articles that are related to what you are reading or a topic closely related to what the blog is about.

showing interlinking within text
showing interlinking within text

A reader who finds the blog interesting is likely to click on the hyperlink and read the article. This will keep your reader on your website, which is a vote of confidence for you.

In this example, the ‘real estate market here in Nairobi has been booming with new home sales being 50% in 2018. This is in large part thanks to a recent Nairobi school report showing that…’

The hyperlink on “Nairobi School Report” would be a link to a post or a page that we created previously that was pertaining to the Nairobi school report.

Interlinking is not only good for keeping your readers around, it is also viewed as a very healthy signal from your site.

It also shows that your website has authority in the niche and is rich with content that offers value to your reader. This creates trust.

When interlinking, make sure that you do not manipulate the content just to create an interlink. Readers will bounce off your website when they notice this and your rank will be reduced. Link only to the most relevant pages and blogs to the particular article.

7. Metadata

Metadata refers to the meta title and the meta description of your post or page. A meta title in the heading that appears on a search engine, while the meta description is the snippet of what an article contains. A meta description usually follows a meta title on the first page of google. See the image below for an example.

showing a meta description in search results

Use your primary keyword in your meta title and meta description is a good SEO practice. You can check out what your competitors have written in their mete description and derive an idea from there. Be sure to avoid plagiarism if you use this idea.

Getsales use a plugin called WordPress SEO by Yoast. It allows us to create meta descriptions and meta titles that are SEO optimized without strain.

The benefit of using a meta tag and meta description is not a much as it was back in 2015. However, having a great meta description and meta tag adds to ranking better on search engines. See Matt Cutts speak about meta tags and what Google values.

When you do not set a meta tag and meta description, Google automatically takes a summary of your content and used what seems fit as your meta description. Your title and your meta title are likely to be the same which is ok.

While letting search engines handle this task for you is ok, personally setting a meta description and meta tag increases the likelihood of a reader to click on your post. Remember you are using content to sell, and the best place to begin the process in by ensuring potential clients get to your site.

For the example we used, you can use ‘Comprehensive Nairobi Real Estate Overview’ instead of letting it be ‘Nairobi Real Estate’. A great meta description is less than 100 characters long. This is the provision Google gives. You need to give your reader the most important aspect of your page or blog and entice them to open the page.

8. Quality Backlinks

Backlinks refer to having other websites link back to your website. Backlinks need to be acquired naturally. Quality content gives you a head start in bagging backlinks. People naturally link back to quality.

Getting backlinks is however not as easy as it sounds. There are a few tricks you can use to create the backlinks.

For starters, you can email website owners in your niche and ask them to link back to you. The website owners would be more open to linking back to you if they are already linking back to other websites.

When a site links back to you, they are sending you traffic and voting that your website is so valuable that they recommend it to their readers. This increases your ranks tremendously.

You can draft a copy like this one below and send to your targets;


My name is Michelle and I’m on the Editorial team at CoinCentral is an independent publication covering news and information on cryptocurrencies such as Bitcoin, Ethereum and their underlying blockchain technology. We currently have close to a million visitors/month, after launching just less than a year ago.

I came across your site: and noticed that we cover similar areas of interest. We have a number of published articles that are relevant to your site, one of which you will find here:

I was wondering if you would be interested to partner with us and syndicate our article on your site? In return, we would promote your blog/content by sharing it with our Twitter following. If you’re interested in building a partnership with us, I would be happy to discuss it in detail.

We’re excited to hear back from you—I believe a collaboration between us can be mutually beneficial, and we couldn’t wait to work with you and share expert-driven Blockchain insights with your readers.

Many thanks,

This copy may sound lame, but it can generate you a lot of high-quality links.

Take a few days to wait for the response. If you get none, you can follow up with another email as shown below.

Hello again,

I reached out a couple of days ago regarding the possibility of collaborating. I would love to hear your thoughts. Let me know if you have questions and I’d be happy to discuss in details.

Many thanks!

If you can reach out to 1000 people in your niche and get 20% of them linking back at you, you will be way ahead.

You do not need many links to rank on Google. Usually, a few quality ones will land you on Page One. I rank number one for many competitive keywords with few links.

In as much as many blogs out there will tell you that you need millions of links, that is not true. What you do on your on-page has proven to be more important.

Remember, quality links from high-value websites are better than many links from websites that no one has ever heard of.

Having a real estate SEO optimized site will increase readership and sales for your website. With the information on this blog, you are set to succeed in optimizing your site and easily ranking on page one of google.

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