Last night I had a call from a pair of REALTORs® in Brooklyn NY. Our conversation impressed upon me once how poorly many REALTORs® understand the important role text content plays in attracting search visitors to a site.
Point2Agent sites come with a lot of “boilerplate” text pages, pages which can deceive site owners into believing that they’ve done all they need to do to get traffic to their sites. In actuality, site owners would be better advised to delete all or most of the boilerplate pages and replace them with original text content.
The couple with whom I talked last night had recently been involved in a long, very unpleasant tussle with a well-known search engine optimization company. They contacted me because they had convinced themselves that the company had maliciously installed “malware” of some kind on their site to prevent it from getting traffic.
I logged into their site and quickly determined that 1) there is nothing wrong with it and 2) it’s getting just exactly the amount and kind of search traffic that I would have expected after scanning the contents of their site. They are averaging about 7.5 visitors per day — better than some sites but not enough to support a real estate business.
They had added 3 pages of original text to their site, one describing each of 3 neighborhoods within their city: Marine Park, Sheepshead Bay and Ocean Parkway. I asked them to look closely at Ultrastats>Referrers>Search terms (see below). It was immediately apparent that virtually all the search traffic to their site is attracted to it by those three page of original text. Out of 20 search terms used by search visitors who visited their site in the last week over half the search terms used included the name of one of the three neighborhoods that they had written about. So, there’s basically nothing at all wrong with their site. They’ve made a great start by adding 3 pages of original content, but their site just doesn’t have enough text content to generate a lot of traffic.
I would be willing to bet that every time they add a few more pages, they’ll see a nice little increase in their traffic. And, once they’ve added perhaps 15-20 pages, they’ll be getting enough daily visitors for their site to be bringing them nice leads.
Stay tuned for a follow up to this story!
