Based on research, for which we looked at search engine guidelines, competitor real estate suburb pages and what statistics were readily available via API’s, we established a benchmark for a ‘minimum viable content’:
- Meeting user expectations – Pages need to match the search intent behind a keyword search term in order to have the best rankings
- Minimum word count – The number of words on a page doesn’t matter – rather the overall value that a page gives to the user.
- Similar onsite content – Similar written content on a page isn’t an issue; if the overall page has enough elements to differentiate it and add to the user experience
- Automated or scrapped content – Ensure that it is organised; adds value to the user experience to ensure compliance with the Google guidelines
Next, we identified what our competitors are doing in relation to suburb pages. This way we identified where the opportunity lay (basically, what they weren’t doing)
To back up the findings of our keyword research, we also conducted user surveys. We asked consumers what information they find important when it comes to choosing a suburb to live in.
Also, further questions such as what they want most in local areas, why they are looking for a property & what would impact most when deciding on which suburb they are going to live in.
Based on our minimum viable content research, competitor research and online surveying – we accumulated enough information to understand the content required for each suburb page.