The search engine results page, or SERPs if you’re in the mood for some SEO jargon, quickly becomes a monotonous sea of blue links – green and black text.
With so much going on, how does one stand out from the rabble?
Your best bet for encouraging users to click through to your real estate website is a well-thought-out, engaging and eye-catching meta description. That’s the brief block of text that appears right under the blue title and link in search results.
The catch is you have less than 230 characters to convince internet users that they should click on your businesses’ link, over the competition.
So use them wisely.
Real Estate Meta Description Tips
Here are few general guidelines to get you started:
Meta descriptions should be no longer than 156 character
They should be written for the human user, using active language to encourage action
Try to incorporate your 1 or 2 keywords
Any keywords that match or are closely related to a user’s search query will be bolded. This can, in turn, help your relevant search result stand out even more.
Keep in mind that if you don’t define the meta description yourself, Google will generate one automatically using the opening sentences on the page, or cobbled together from on-page information relating to the searcher’s query. Creating your own custom meta descriptions is a great way to control the information that is being displayed.
In addition to the search engine results page, your meta description will also appear as the stock description to a link shared through social media, so make sure it’s written to entice users to click on your link.
Now, let’s go through a few common pages on your real estate website, along with some tips for creating some stellar meta descriptions that are sure to make your content irresistible!
The Home Page
The home page is arguably the most important page of your real estate website to have optimized for SEO -- the meta description included. For many users, it’ll be the first introduction to your real estate company through branded searches, as well as more general real estate searches in your market. An effective strategy is to split your home page’s meta description into a one-two punch that promotes your primary keyword target, as well as your brand.
“Explore the Nanaimo real estate market with the best local REALTORS®. Let the REW home team help you buy or sell a home in the mid-island region today!”
These are the pages dedicated to the different cities, neighbourhoods and condo developments that make up your target market. Although it may be tempting go heavy on verbose prose, in reality, a short, to-the-point meta description describing exactly what’s on the page is normally best.
“Explore Departure Bay homes for sale in beautiful Nanaimo, BC. Uncover the most up-to-date real estate listings for the Departure Bay community today!”
This page type is your best chance to connect to your client base on a personal level. It’s also among the best pages to target keywords related to AREA real estate agent, AREA real estate team or AREA real estate agency, depending on your situation.
“Are you looking for a great Nanaimo real estate agent? Look no further than the REW Home Team, your experienced, knowledgeable Nanaimo homes specialists!”
The content of this style of page allow you to present the strategies and tactics that make you stand out from your competitors. Hence, your meta description should provide an engaging glimpse of the insights to be found on the page.
“Interested in buying a home in stunning Nanaimo, British Columbia? Learn all you need to know with the REW Home Team's comprehensive buyer's guides & tools!”
“Get access to insider tips that REALTORS® refuse to share with Nanaimo home sellers, courtesy of the certified home sellers at the REW Home Team.”
Your website’s blog is a great resource for providing up-to-the-minute market information, community news and other timely updates to local users. The meta description should highlight the timely information and valuable insights to be found within.
“Keep up-to-date with the real estate market in Nanaimo & Vancouver Island with the Nanaimo real estate blog. Gain great insights from long-time insiders!”
"Thinking of hiring a Nanaimo Property Management company? A good property management company can be your greatest assets, if you make the right choice!"
Property Listing Pages
Easily overlooked, the property details pages are the bread and butter of any real estate website and shouldn’t be forgotten. Try to incorporate some of the vital information that users might include when searching for a specific property.
“Learn more about 1662 Florence Ave in Fort Walton Beach, FL, MLS#: 779875 priced at $279,900 right now! Click for more details about this real estate listing today!”
In the rush to get new content published on your website, the meta description can often be overlooked as they aren’t immediately visible like headings or the title tag.