How To Know When To Use Keywords On Your Real Estate Website

It’s no secret that quality content is one of the most crucial factors to include on a web page if achieving a high-level of search engine optimization is priority for your real estate website. With the release of the Google Panda update, which focuses heavily on promoting quality content throughout your website, one of the main concerns for real estate agents building out a high-traffic website is how often to use various keywords relating to your business.


photo credit: MoneyBlogNewz via photopin cc

Keyword density on a real estate website has always been an important detail, as search engines greatly rely on your page content to determine the purpose of your site and its relevance to specific searches internet users will run. While a correct keyword density will strongly benefit your overall PageRank, having too many keywords on one page can sometimes get your website flagged for keyword spamming.

While there may not be a direct answer to what a proper keyword density may be, many top search engine optimization professionals still give broad explanations as to how often a keyword or keyword phrase should appear on a webpage. Many in the industry suggest your pages should have anywhere from a 1%-3% keyword density, while others argue that as long as your keywords appear in meta-descriptions, page titles and alt-tags, search engines should be able to understand what your website is about and how it should rank during a search.

So when writing content for your real estate website, considering keyword density is of course something you should pay attention to, but not something you should obsess over. As long as keywords are included in places like your meta descriptions, page titles and lightly throughout your content, search engines like Google will pick up on your site.  In today’s SEO-world, focus more on unique content that’s useful, informative, engaging, and relevant to the real estate industry in your market. As long as you aren’t keyword stuffing, following this format will always net you positive results.


Joe Heath is a graduate of Indiana University and also holds a Graduate Certificate in Real Estate Development from Drexel University. After working as a Market Research Associate at Hanley Wood Market Intelligence in Chicago, Joe now works as a Web Marketing Specialist and is a managing partner at Real Estate Web Creation, LLC.


  1. In my experience, it’s off page factors that are helping these days in the wake of all the recent Google updates. Naturally written on page content that’s kind of lengthy plus informative with killer off page SEO is what is ranking and off page linkbuilding is ranking sites with very little on page content at times over borderline optimized sites. Basically, sites that I have that are optimized even vaguely according to many of the tried and true methods either tank or don’t get the love from Google that sites with natural content with solid linkbuilding. I know that this flies in the face of what Google says but it’s been my experience lately.