Home Builder Blogs: How to Write a Search Engine Friendly Post

New home prospects are looking for you on the web. Are your homebuilder blog posts structured for maximum exposure in search engines?

Blogs are a great way to promote news and events to existing prospects, connect with homeowners to build referrals, and communicate with the broker community about your product. But a home builder blog can also be a cost effective method of attracting new prospects into your sales funnel through organic search.

Here are 9 ways to structure a search engine friendly home builder blog post:

Search Engine Friendly Titles

Let’s say that you are selling new homes in a popular neighborhood called Autumn Creek Glen, and you have a specific home that you want to feature. You could write a title for your existing blog subscribers such as, “Featured Home: Maple Crest Plan.” This might entice existing prospects, but you can reach a broader audience with a keyword-rich title such as,  “Featured New Home in Autumn Creek Glen.” This way, buyers who are researching new homes in the Autumn Creek Glen community are more likely to find your new homes in the search engines.

Keyword Rich Subheadings

Create a post that is friendly for your audience and the search engines. Break up your paragraphs with keyword rich sub-headers that allow readers to “skim” the blog post and quickly understand the key points. This structure is easier for potential buyers to read and provides more information for search engines.

Anchor Text Links

Include anchor text links with keywords early in your blog to increase SEO and to bring visitors to your blog deeper into your website (hint: floor plans are a popular link to bring visitors deeper into your home builder website).


Permalinks are the URL that appears in the browser for each blog post. An example is Include a relevant keyword or phrase for better visibility in search engines. In this example, we used “Phoenix new homes.” When you include keywords in your permalinks, you increase your chances of getting in front of prospective buyers who are researching a new home purchase online.   (Find out more about customizing permalinks in WordPress.)

Meta Descriptions

Add a simple plugin like All in One SEO to your WordPress blog to easily add keyword rich titles and meta descriptions to each blog post. For best results, keep meta descriptions under 160 characters.

Photo Alt Tags

Photos are a great way to make your blog post more visually appealing. If you are including photos, create alt tags that are keyword rich, such as “Real Estate for Sale in Autumn Creek Glen: The Maple Crest Plan.”

Tags & Categories

Structure your tags and categories according to how prospects search for new homes on the web. Using our sample new home community, categories might include Autumn Chase Schools, Things To Do in Autumn Chase, Autumn Chase Real Estate News, etc.

Length Matters

Ideally, blog posts should be long enough for the search engines but short enough to keep a readers attention. Blogs that are at least 250-300 words are best for SEO.

Start Small and Targeted

When beginning to write a blog for search, start with keywords that offer the best chance for ranking. Trying to rank for “Los Angeles real estate” will be much ore challenging than a more targeted keyword of “Autumn Chase new homes.” Narrower search terms will attract fewer visitors to your website at first, but visitors are more likely to be looking for homes in your location and price range. That means higher quality leads.

Over time you will attract more visitors to your website as you rank for more search terms.

Now it’s your turn. Review your current blog content. Is it search engine-friendly? It’s never too late to edit existing blog content for better SEO.

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Need help designing, writing, and promoting your home builder blog? We’ve been blogging for the homebuilding industry since 2008. Find out more about our blogging services.

Dawn Sadler

Dawn Sadler is the Founder and CEO of Builder Target. She is also a speaker, author, and content strategist.

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