Copywriting

 

..for the User and for the Search Engines

Copywriting is one of the vital parts of a real estate appraisal website. Your visitors are looking for information about real estate appraisals or appraisers  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 appraisal 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 yet they still bring Google to your page.

At Appraiser Websites, 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 appraisals.

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 appraisals is likely to include related terms, like "appraisers", "property appraisers", and "home values". 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 on-page 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.

Appraisers whose sites actually discuss their geographical region are much more likely to be targeted for orders, and that's why we press our clients for details about their area and its real estate marketplace. Whatever you can communicate about real estate appraisals in your area of service, we can transcribe onto your website in a clean and professional format.

 

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