So, Internet marketers might tell you that you should research for the most searched keywords in the real-estate niche, target the ones with the highest number of search queries.
They will tell you that you need to have your keywords in your title, beginning and end of the article and multiple times within the article, as long as you maintain a keyword density not exceeding one or two times for every hundred words.
Further, they will tell you that you need to bold your keywords, make it into a subcategory, highlight it with a H1 tag, underline it, and make it as visible as possible.
So, what do you gather from all this? Keywords are more important than the content?
The above strategy is exactly what is termed as ‘Keyword stuffing’.
When you are reading certain articles, you can easily feel that there is something unnatural about the way the content has been written. Maybe it looks repetitive or it might be using unnecessary words at unnecessary places. There is a good chance that the article was pretty much written for the search engine using keyword stuffing and it doesn’t target real people.
Wait a minute. Aren’t we supposed to use keywords at important places in our article? Is that not an important part of article marketing strategy for real estate blogs?
Yes they are.
The keywords need to appear in the title only if they are required there for the users to comprehend what the article is about.
The keywords need to come in the beginning and end of an article, but only if their presence is required there to give further clarity to the users and to guide them along.
The keywords need to be used in the body of the article, but only when their usage is inevitable and furthers comprehending the article better.
Don’t you see the common thread?
When your only concern is to enable the reader to understand better, keywords will automatically appear in the right places without you having to do it consciously.
If your article is about an Apartment complex for Sale in Florida, then you would automatically put it as the topic. You might also want to include the exact location in Florida (in the title itself) in order to give a more accurate idea to the readers. You would definitely mention it from within the article a couple of times, as well.
But would you do that to help the reader gain more clarity about the real-estate property, or game the search engine?
Search Engines continuously monitor for how the search experience for users can be made better and how they can help users to obtain the information they are looking for, faster.
If a human can identify a keyword stuffed post, search engines can identify them too! Search engines can even identify those cleverly worded keyword stuffed articles even if humans are not able to spot it immediately.
And then, there is something called as LSI – Latent Semantic Indexing.
LSI is a strategy used by search engines to determine the most appropriate keywords for every article by looking at related terms used in the article, while indexing them.
If your article is about real-estate properties for sale in California and you don’t mention about the type of property in the title, search engines can still index your post for the term, ‘Condos for sale in California’, based on the context of the article. Even if you don’t use that keyword multiple times explicitly, in the article.
The best keyword strategy to use while writing articles on your real-estate blog might be to use no strategy at all!