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

October 19, 2022
Share this Post: 

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 OnlineMarketplaces.com 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!)

Read more

October 19, 2022
Since March 2020 Edmund's job has been to read about, write about, collect data on, analyse and generally know about real estate marketplaces and the companies that run them. Before that he worked at the aggregator Mitula Group (which became Lifull Connect) for five years.

Subscribe to our mailing list to get the famous, free Friday newsletter!

News and analysis to help build better online marketplace businesses, in your inbox, every Friday

Related News

Shutterstock 120120670
Zillow and CoStar Share Prices Shift on News of NAR Shock Settlement

The trajectories of real estate portals in the United States may be about to diverge as the National Association of...

Read More
Shutterstock 1454624438
U.S. Portal Operator OJO Labs Acquires The LEAD Syndicate

The U.S. PropTech operator OJO Labs has announced that it has acquired The LEAD Syndicate, a provider of teach solutions...

Read More
Onthemarket Employees
OnTheMarket PR Push Continues with Agent Signups and Roadshow

The UK's number three portal OnTheMarket (OTM) is definitely ramping up its PR in the early months of 2024 with...

Read More
Product Roundup 13March24
Product Roundup: FangDD, Yandex, Redfin, Realtor.com, Keyper, OneDome and MagicBricks

Another week, another big product roundup for portals and proptechs worldwide. Here's what we've spotted...   FangDD shares soar 80%...

Read More