SEO is a long-term marketing strategy that requires patience to experience sustained success. But there are some easy wins and low-hanging fruit in SEO that many businesses miss, especially when it comes to bespoke web content. Allow our team to explain…
What constitutes website content?
Website content is a broad term that encompasses various forms of digital material designed for consumption by website visitors. The most common types of web content include:
- Written text
- Images
- Videos
- Animations
- Infographics
- Audio (some written content is now simultaneously available as audio)
- Interactive tools
Your estate agency could potentially include all of the above, including interactive calculators that help prospective buyers work out possible mortgage repayments and stamp duty obligations.
What is bespoke website content?
Unlike generic or pre-made content, bespoke content is unique and crafted to meet the specific needs, goals and target audience of the website owner. Bespoke web content is created with careful consideration of the website's branding, tone, style and overarching objectives. It may include well-crafted and compelling copywriting, captivating visuals, interactive elements and other unique multimedia.
For example, bespoke website content may be images taken by the business rather than stock images that can be accessed from other websites. It could also be a bespoke infographic rather than using stock infographic templates and adding your own content. The best examples of bespoke content are designed to reflect the unique identity of the brand and effectively communicate its value proposition to site visitors.
But this isn’t the only benefit of choosing bespoke content over content created to be used by multiple websites. Bespoke content can positively impact a website’s SEO performance and search engine ranking.
How does bespoke web content impact website ranking?
SEO refers to several techniques to improve website page ranking – and therefore visibility - on search result pages. Bespoke website content is one of the things that can have a positive impact on Search Engine Optimisation (SEO) performance and therefore increase web traffic.
In a nutshell, Google appreciates bespoke content because this content is seen as more valuable to the user. If Google believes the content is more valuable and relevant, then the page with the bespoke content could receive a higher ranking.
Although, it’s important to remember that SEO is made up of many factors which all need to be considered. This is why it’s impossible to say exactly how much your bespoke content will generate more traffic. There are too many variables at play, but the key takeaway is that bespoke content does contribute to increased visibility on result pages – which is certainly worth the additional investment longer term.
Bespoke content opportunities for estate agents
One of the best opportunities for estate agents to incorporate 100% bespoke content on their website is through images, especially on location service pages and on property listings themselves. Google can easily identify bespoke visuals and reward sites using them with a better ranking.
Other areas where estate agents can benefit from bespoke web content include:
- SEO copywriting
- Financial calculators
- Interactive maps to filter property searches
Bespoke website content services at WEBPRO Estate
As a creative agency working exclusively in the property industry, we’re perfectly positioned to create 100% bespoke website content for your estate agency website. All our bespoke content, whether it be image creation, interactive tools or something else, are created with your brand and the user experience at the heart of every decision. Call a WEBPO Estate team member now for more information and a no-obligation quote.
Recap: Bespoke web content is completely unique and created specifically for a business. It can improve a website's ranking on search engines because they value bespoke content due to its increased value and relevance. Although it's difficult to determine the exact impact on website traffic, investing in bespoke content is worthwhile in the long run. It presents an opportunity for estate agents to benefit from bespoke visuals, SEO copywriting, financial calculators and interactive maps to drive more traffic and leads.
WEBPRO Knows
Surveys suggest that over 80% of businesses see genuine returns on bespoke content investment.
