Copywriting
..for the User
and for the
Search Engines
Copywriting is one
of the vital parts
of a real estate
website. Your
visitors are
looking for
information about
real estate in your
area, and we want
them to find it on
your site.
But it's not enough
to create the most
useful real estate
site in the
universe, if no-one
will even know it's
there.
Our writers have a
uniquely strong
background in SEO -
we know how to
rank pages as
well as we know how
to write
them.
Writing for Search
Engine Rankings
Keyword
Inclusion - Quantity
We maintain an
optimal proportion
of keywords in the
various elements
of your pages. It
used to be common in
the SEO industry to
pack hidden keywords
into web pages — but
fortunately for
consumers, the
search engines
ignore these
tactics, now.
Today's informed
SEO's avoid
overloading the text
with repetitive
keywords,
maintaining a classy
austerity that still
brings Google to
your page.
At Charleston
Interactive, we've
perfected the art of
organic
keyword inclusion,
enhanced by
controlled placement
of the search terms
that will allow you
to rank above your
competitors.
Keyword
Inclusion - Latent
Semantic Indexing
The search engines
are getting much
better at finding
real information,
but they'll miss
your pages (however
useful) if you
haven't properly
identified them in a
way that the search
engines understand.
It's not enough to
slap a keyword into
any old page of text
— your copy must
really be about real
estate.
Latent semantic
indexing
means that search
engines can see
whether your content
is really about what
you say it is. They
are aware, for
instance, that a
page about real
estate is likely to
include related
terms, like
"properties",
"agent", and
"homes". So we've
made it standard in
the writing
department to write
with this in mind.
Keyword
Inclusion -
Proximity and
Priority
Another formula for
ranking involves the
positioning
of keywords. It's
important to include
them in every
possible element of
the page — ideally,
the title, headings,
and paragraphs will
all contain the
keywords.
There are also
complicated rules
for their relative
positioning.
Keywords can
indicate relevance
through a controlled
proximity to other
terms, and they
should obey the
search engines' laws
of
super-positioning.
This is a
simplification of
onpage SEO, but it
should indicate some
of the depth of our
involvement with
each client's copy.
Area-specific
Marketing Copy
You must be
recognized as an
authority in your
area, so you can't
just slap your name
into a pre-written
marketing module.
Agents whose sites
actually discuss
their geographical
region are much
more likely to
convert their leads,
and that's why we
press our clients
for details about
their area and its
real estate market.
Whatever you can
communicate about
real estate in your
area of service, we
can transcribe onto
your website in a
clean and
professional format.
Our copy also
fosters a healthy
real estate
environment, by:
-
Promoting
enthusiasm for
real estate
investment and
activity
-
Encouraging
readers to
employ a
realtor's
assistance
-
Promoting your
region,
especially with
regard to
lifestyle and
return on
investment
We know what we're
doing — so please,
let us go to work
for you.
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