Think about it this way; if you simply start throwing information about whatever strikes your fancy on your blog, you’re going to confuse your brand image. You’re also going to tell Google and its search spiders that you have no idea what you’re doing. In this case, the “lots of content for the sake of SEO” strategy is simply going to backfire on you.
Will the topic really resonate with your readers?
As a commercial real estate blog, you likely attract readers from a variety of different backgrounds. After all, commercial real estate is a broad industry that involves managing various property types. If you tend to deal primarily with one type of commercial property—warehouses, for example—you can gear posts to that specific niche. However, if you manage many different types of commercial property, you may want to keep things more general to appeal to the broadest possible audience.
What are your readers in search of?
Pay attention and try to learn something about your readers by looking at your website statistics, or the comments that they are leaving. What kind of needs do they have? Can you answer their questions or provide information that will help them to run their businesses? You need to provide your readers with information that is useful to them—not just write about topics that you find appealing or that have to do with your business. You can even use Google’s AdWords Keyword Tool to find out what people are searching for. Type in some phrases you think potential tenants might be searching for and see what else Google suggests.
Are you incorporating the news?
Industry news, when presented quickly, and accurately, has a tendency to rank highly in search. Spin that industry news topic so it is more relevant to your blog and your subscribers. For example, one of the top news stories for commercial real estate on April 12, 2012 addressed this year’s commercial real estate pricing trends. A blog like this one on SEO for this niche of the real estate industry could help guide prospective clients (property owners) to use this to their advantage, for example.
How can you fit in your keywords?
Now that you’ve provided your readers with information that will keep them coming back for more, figure out how to work your keywords into the content. However, be careful not to let keyword considerations make your writing awkward. Simply fit them in where you can that it seems most natural. The fact that you’re regularly posting fresh content to your site combined with the traffic you begin to generate as you provide useful information to users will really be what bring your rankings up.