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In a recent series of articles, Homes.com’s VP of Search Marketing, Grant Simmons explained Why the Future of SEO is “UnOptimized”.

If you want more conversions on your real estate website, you don’t just need more traffic, you need “more better” traffic. The key is to attract visitors that have come to your website because of specific triggers and/or tickles that have prompted them to enter the real estate transaction funnel. Simmons explains that “it’s all about the user: their needs, wants, desires, and the ability to satisfy those needs through effective and targeted content that considers both the intent and context of the query they type in a search box.”

So what kind of content should you be adding to your website?  First, it is important to consider the likely triggers or tickles that would start your ideal consumers down the sales funnel. According to Simmons, triggers are the needs that force or prompt a consumer to act, while tickles are tactics and content that you create in order to entice a consumer to want to do something. With these two paths to action in mind, the next step is to ask yourself what is your niche or area of expertise? Identifying this will lead you to discover which needs you can solve and which desires you can tickle.

For example, if your niche is working with older boomers who are downsizing into smaller homes, you could create some content around evaluating neighborhoods where your target audience currently lives and suitable neighborhoods in the area for them to downsize into. A comparison of two neighborhoods, highlighting things like average square footage, ratio of single story homes, lot size, average age of the homes, will resonate with these readers. Then, update the content  quarterly with the average sales prices for those two neighborhoods and the monthly savings that the difference would represent in a standard mortgage. That is just one simple example of content that will appeal to both consumers that have been triggered into researching downsizing because of a change in family status as well as tickle the interest of possible consumers who just want to lower their monthly obligations.

Whatever the content is that you decide to create, it is easy to add it to your Homes.com Fusion website. Click here for a website editor walk through. Don’t have a Homes.com Fusion website yet? Get one here.