How Often Should Home Builders Blog for Better SEO?
Looking for a better return on investment for your marketing dollar? Search engine optimization (SEO) is asset-based marketing that drives website traffic and leads 24/7, often for a much lower cost-per-lead than other types of online marketing. Blog posts that are written for humans and optimized for search engines are one of the best ways to maximize your SEO strategy. But how many blogs posts do you need to publish each week to achieve and maintain SEO?
Successful blogging-for-SEO content that converts visitors to leads has two components: optimized and localized. Content must be optimized with the keywords that buyers are most likely to use when researching a new home purchase online, and also be personally relevant and actionable. For this reason there is no single right answer to how often home builders should blog. Your blog content strategy will depend on your company size, product, market, and target audience.
Here’s a general guide of recommended blog frequency for builders:
Small or Custom Builder
Defined as: One location, medium market, custom builders, individual new home community websites
Recommended: 2x per week
For the small builder with a single location (or custom) within a single medium-sized market, a blog schedule of at least twice per week is recommended to achieve and maintain SEO. In this case, all of the keywords are likely to focus on the same neighborhood, product type, buyer profile(s), and buying motives. This schedule is also appropriate for larger builders that have separate websites for each new home community (not typically recommended for SEO).
Defined as: Multiple locations within single major market, focus on single product type
Recommended: 3x per week
Local builders with multiple new home communities within the same major market will need to blog more frequently in order to achieve and maintain search engine ranking with localized content. This is based on the fact that multiple locations require that local builders have more keywords to attract home shoppers for each specific location.
For example, if you are a builder in the San Francisco Bay Area that specializes in first time buyers and first move-up buyers you may build in the North Bay (Novato), East Bay (Pleasanton), and South Bay (San Jose). Buyers for each of those markets will use different keywords associated with school districts, neighborhoods, shopping districts, recreation areas and other factors. Each location will also have its own features and benefits, home site details, testimonials, and (in some cases) floor plans.
By blogging a minimum of 3 times per week, the local builder can build SEO within each sub-market (“Novato new homes,” “East Bay home builder,” “San Jose schools”). The more keywords a home builder needs to focus on, the more content is required to achieve and maintain search engine ranking for each community.
Defined as: Multiple major markets within same geographic region (Southwest, Northeast), multiple buyer profiles
Recommended: 3-5x per week
For home builders that build in multiple major markets that may include several states, a more consistent blog schedule of 3-5x per week is recommended to achieve and maintain search engine ranking. This enables regional builders to create localized content that connects with multiple buyer profiles in each market. The more specific the content is to each area, the more likely it is to attract and convert home shoppers to leads and appointments.
“Interest Rates on the Rise: 10 Reasons to Buy Now”
“Beat Rising Rates with Raleigh Move-in Ready New Homes”
One is informational for a general audience, the other is actionable for a specific audience. Regional builders that blog more frequently have an opportunity to create localized content for each region that inspires buyers to take action.
Defined as: Multiple geographic regions, multiple product types, multiple buyer personas
Recommended: 10-50x per week or more
For national builders in multiple markets, blogging for SEO can be an effective way to differentiate from other national, name builders in the same markets. But in addition to keywords for multiple locations, national builders can have the additional content challenge of developing a blog program for varying product types, target audiences, buying motives, and lifestyles.
For example, Toll Brothers sells condominiums from $2 million in Manhattan and single-family homes from $200k in a master-planned community in Arizona. Other than Builder Story topics, there are very few common denominators between these two groups in terms of the keywords that buyers will use to search for a new home (and how buyers in each market perceive value).
To create personalized content that ranks well in search engines, national builders have an opportunity to blog 2-3 times per day to create content that reaches a variety of online home shoppers. If a national builder creates multiple websites for each community, market, or product category (see Lennar Urban) then the overall company blogging schedule can be far more frequent to achieve and maintain SEO for all markets and product types.
Of course, no amount of blogging will achieve SEO without proper keyword research and on-page optimization. But as more builders are investing in a content marketing strategy, factoring in the appropriate amount of content to support your SEO strategy can position your company for success.