The Good, The Bad & The Easy of Real Estate Portal Content with Mike van der Heijden

October 19, 2022
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Real estate portals are creating an increasing amount of blog and video content for an SEO boost and to position themselves as authorities in their local housing markets.

Producing blog content isn't as easy as a lot of portal founders seem to think though. There are plenty of pitfalls and wasted opportunities out there...

Portal Ventures founder Mike van der Heijden has worked with portals from all around the world on their SEO and content strategy and has seen more than his fair share of poor portal content. Mike sat down with me to go through some good and bad examples of real estate portal content and answer some (relatively) easy questions that portal founders might have about their blogging efforts.

In the video, Mike and I looked at three bad examples which included:

  • Stuffing keyword tags, call to action in the wrong place, dense paragraphs
  • AI-generated thin content
  • Repeated images, no visuals with a lot of numbers

and three good examples with:

  • A TL;DR summary, good visuals and expertise on broader topics
  • Rich UGC content
  • Expertise on adjacent topics and content that can attract links

Mike also answered questions on

  • Whether portals should blog on sub-domains or sub-folders
  • How much portals should use AI for their blog content
  • If portals should remove content to comply with Google's 'helpful content' algorithm update


There will be more sage SEO advice from Mike coming for readers very soon. Mike will also be running an SEO workshop for attendees of the Property Portal Watch conference in Madrid on the 26th of October. Sign up here (hurry while spots last!)

October 19, 2022
Edmund got to know the world of portals and marketplaces working at Mitula Group (which became Lifull Connect after the buyout in 2018). He worked directly with hundreds of portals across the world in his role in the content department for three and a half years before transferring to the SEO department to understand the inner workings of listings sites. He joined Online Marketplaces as Head of Content in March 2020.

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