Marketing

Measurable metrics Estate Agents may have missed

Gabrielle Pickard
Written by Gabrielle Pickard

Every property website worth its salt has a blog these days, but how many of the featured posts are worthwhile? For every high-quality, compelling or informative blog post, there will be plenty more instantly forgettable content uploaded as well. How do you tell what kind of content is interesting to your website’s visitors, and what kind of content will entice even more visitors to your site?

There are many different metrics by which different mediums measure the effectiveness of their content. For a website helping to buy and sell properties, success will obviously be measured by the number of referrals and leads that the site’s content drives.

Site traffic is very important, of course, as is the interactivity of the site’s content with regards to shares and likes across social media. However, there are other metrics by which you can measure the quality of your website’s content, so we will examine three of these below.

Keyword Ranking

Ranking high in search engines is very important, so you will want your content to feature plenty of keyword-rich text. The profile of your company is a good place to start as it is a landing page where you can concentrate on describing exactly what your company does and whereabouts the company operates. Blog posts also play their part as you can continually add new content with specific keywords and phrases for which a high search engine ranking is valuable to your business.

Tools such as the Google Keyword Planner and Google Trends can help you figure out which keywords are worth your while trying to score high with.

Cost-Effectiveness

According to recent marketing statistics, nearly half of all customers view three to five pieces of a website’s content before making a purchase. While a property website might not offer such an immediate purchasing option, it remains true that consumers contemplating such a decision will view a similar amount of content before deciding whether to go with your company or another.

This means that you want the majority of your site’s content to be of the quality that drives referrals or convinces potential buyers to buy.

Use a tool such as Google Analytics to trace the leads to the content on your website, and perhaps remove any deadwood that is not doing anything for your website’s traffic.

Content Freshness

Using specific dates in a blog post may seem useful at the time of writing, but it also means your post will be outdated before long. For example, if this blog post had been titled ‘Measureable Metrics in 2014’ then it would hardly seem worthwhile reading it as there will be much up to date information elsewhere. It’s the same with the content within a blog. Where possible, avoid dates and identifiable timeframes (such as ‘…when the stock market crashed ten years ago’ etc.).

For example, in the previous ‘Cost-Effective Content’ section, there is a link to marketing data from 2017. It is described simply as ‘recent’ which, if it wasn’t for this qualifying sentence, would keep the content itself fresh and ageless. So, by avoiding the use of dates and thus dating your content, it can remain fresh and sharable for a much longer time.

About the author

Gabrielle Pickard

Gabrielle Pickard

Gabrielle brings more than a decade’s writing and editing experience, having been creating and editing high quality content for a wide range of publications in the property sector, reporting about the latest trends, news and developments in this fast-paced industry that doesn’t stand still for a second.

Leave a Comment