SEO for Realtors and Rental Owners: How to Get Found on Google with Eden Sloboth

I’m thrilled to welcome a special guest: Eden, founder of Maven Made Copy. Eden is an expert in SEO and blog writing, and in this episode, she shares actionable advice on how to optimize your website and blog content so your business can be found online. Because what’s the point of creating great content if no one can find it?

From Virtual Assistant to SEO Expert: Eden’s Journey

Eden started her entrepreneurial journey during the COVID-19 pandemic, initially offering a variety of marketing services as a virtual assistant. But as her business evolved, she honed in on her passion and skills: blog writing and SEO. Just last year, she relaunched her brand as Maven Made Copy with a new website and services focused solely on content strategy and search engine optimization.

We originally connected through the Fusion Collective Summit, an online event hosted by Brittany Schroeder. Eden and I met during a pre-summit mixer for speakers, where she raised her hand when I asked if anyone would be a good fit for this podcast, especially those working with short-term rental owners or realtors. I’m so glad she did.

We also discovered another shared connection: the Duo Collective, founded by Abby and Courtney, further proving how interconnected the online marketing world really is.

SEO 101: What Is It and Why Should You Care?

Eden explains SEO in the simplest terms: it stands for Search Engine Optimization, which is essentially how search engines like Google interpret your website content and decide where to place it in search results. If your content is well-optimized, it has a better chance of ranking on the first page. This is crucial, because let’s be honest, most of us don’t scroll past page one.

SEO determines both if and where your site appears in search results. The higher your content ranks, the more people will see and potentially click on your site. This translates to more inquiries and, ideally, more business.

While Google has experimented with features like infinite scroll (which Eden loves and I still have on my end), they’ve recently gone back to a paginated format in some cases. Either way, the goal remains the same: get as close to the top of the search results as possible.

Understanding Keyword Research: The Consumer Psychology Behind SEO

For many short-term rental owners and real estate investors, marketing and SEO aren’t the first things on their minds. They’re thinking about bookings, investments, and property management. Not search algorithms. But to attract the right audience, it’s crucial to understand what your potential clients are actually searching for.

Eden breaks it down: keywords are the phrases people type into search engines. The goal is to match your website content with those phrases.

She recommends tools like Ubersuggest, SEMrush, Google Keyword Planner, and Ahrefs to conduct keyword research. Her personal favorite is Ubersuggest, and here’s how she uses it:

1. Start with a Base Term – Type in what you think someone might search for, like “real estate agent in Colorado.”
2. Explore Related Keywords – Ubersuggest then offers related search phrases like “licensed real estate agent in Denver,” which may be more effective and commonly used by searchers.
3. Check Keyword Metrics – The tool provides data on search volume (how many people are searching for that term) and competition (how many websites are trying to rank for it). The sweet spot is high volume, low competition.

An important note: the way you would describe your service might not be the way your audience would search for it. That’s why doing research is essential.

Intent Matters: Matching Keywords to User Needs

One of the most overlooked elements in SEO is search intent. For example, someone typing in “beach house” could be looking for:

• A rental property,
• Home design ideas,
• Or homes to purchase.

That phrase is too broad. Eden recommends being more specific, like “five-bedroom beach house rental in Laguna Beach, California.” Location-specific keywords are a game-changer, especially for short-term rental owners and real estate professionals.

The more precise your keywords, the more likely you’ll attract visitors who are actually looking for what you offer.

Creating SEO-Driven Content: How to Use Keywords Strategically

Once you’ve identified strong keywords, it’s time to create content around them. Eden recommends incorporating them into blog posts that address specific search queries. For example:

• “Top 10 Laguna Beach House Rentals”
• “Best 5-Bedroom Vacation Homes in Southern California”

If you’re a realtor, consider featuring listings in these posts. The key is to ensure your content closely aligns with what people are hoping to find when they search.

A Closer Look at Ubersuggest: Is It Worth Paying For?

If you’re new to keyword research, Eden suggests starting with the free version of Ubersuggest, which gives you a limited number of searches per day. For those creating frequent content or managing multiple clients (like Eden does), the paid version offers more flexibility.

Unlike many SEO tools with monthly fees, Ubersuggest offers a one-time lifetime payment (around $350–$400), making it a budget-friendly option for long-term use.

The tool also uses a color-coded system to indicate keyword competitiveness. Green for low, yellow for medium, and red for high. For small businesses, Eden recommends avoiding keywords with a competition score higher than 50 or 60 (out of 100). Anything above that is likely dominated by large companies like Apple or Tesla.

Local SEO Tips for Geographically Specific Businesses

Although Eden mainly works with online service providers, she’s also helped a brick-and-mortar business: an e-bike store in Highlands Ranch, Colorado. Their SEO strategy focused heavily on local search terms, such as:

• “Electric bikes in Colorado”
• “E-bikes for sale in Denver”

For short-term rental owners, this same approach is vital. Since the property’s location is fixed, you’ll want to rank for local keywords that align with your market.

One Keyword per Blog Post: Why Focus is Key

Let’s say you’ve done your research and now have five promising keywords. What next? Eden recommends narrowing your focus.

Rather than trying to rank for all five keywords in one blog post, optimize each post for just one primary keyword. This makes it easier for search engines to understand what your content is about and improves your chances of ranking for that term.

You’ll naturally use other related keywords throughout the post, and that’s okay—but your main goal is to optimize for one specific phrase. That means using it in:

• Your blog title
• SEO title (yes, this can be different than your blog title)
• Meta description
• Blog headings
• The body content

This focused approach keeps your content aligned and readable, both for Google and your audience.

Avoiding Keyword Stuffing: Use Keywords Naturally

Yes, you can use a keyword too many times—and it’s called keyword stuffing. Eden explains that in the past, some website owners would try to game the system by repeating keywords excessively or even hiding them at the bottom of the page in white text (so humans wouldn’t see them, but search engines would). Google quickly caught on and now penalizes this kind of behavior.

The best approach? Use your keyword naturally in the flow of your writing. Eden gives a helpful example:

• Instead of just saying “rentals in Laguna Beach,” you can revise it slightly to say “beach rentals in Laguna Beach” to match your chosen keyword.
• Don’t force it. If the phrasing sounds awkward or unnatural, it’s better to leave it out than to hurt your readability (and SEO score).

You don’t need to repeat your exact match keyword word-for-word every time. Search engines are smart enough to understand slight variations. But, Eden recommends using the exact match when it flows well.

Refreshing Old Content for Better SEO

If you have blog posts from previous years sitting on your site, don’t delete them, revamp them. Google values content that’s been on the internet for a while and gains extra trust points if it’s recently updated.

So if you have a blog post from 2021 that still gets some views, update the content to reflect 2025 information. Keep the original URL, revise outdated references, and optimize it with current keywords. Google will view it as both authoritative and fresh, which is SEO gold.

Creating Related Content to Support Your SEO Goals

What if your blog isn’t directly about your services but touches on topics your audience might be interested in? Eden says go for it.

Let’s say your ideal guest is planning a trip to Laguna Beach. They may not be searching “Laguna Beach short-term rental,” but they might be Googling:

• “Laguna Beach vacation ideas”
• “Top Thai restaurants in Laguna Beach”
• “Things to do near Laguna Beach”

By writing content like “10 Things to Do Within 10 Minutes of Your Laguna Beach Rental,” you’re positioning your website to attract those browsers and potentially convert them into renters. This “outside the box” strategy is a great way to build awareness and bring in new website traffic that might not have discovered you otherwise.

Even if your post doesn’t directly promote your listing or service, it builds trust and value. These are two key elements that lead to conversion.

Making Your Website SEO-Friendly: Start with Mobile Optimization

When it comes to general website copy, one of the most crucial things you can do is ensure your site is mobile-friendly.

Why? Because Google now prioritizes the mobile version of your site when determining rankings. This is often surprising for business owners who design and view their sites mostly on desktop, but it’s true: mobile-first indexing is the standard.

Eden stresses that your website must be:

• Easy to navigate on a phone
• Free from tiny, unreadable text
• Optimized with click-friendly buttons
• Visually consistent across all device sizes

And don’t just check your homepage. Look at every page, especially your blog and search pages. Those are often the most visited pages, yet they’re the most neglected in terms of mobile optimization.

Common Website and Blog SEO Mistakes

Beyond mobile responsiveness, Eden notes another common issue: blog posts that are too short.

Some business owners treat blogs like extended listings and only include a paragraph or two. But Google is looking for in-depth, valuable content. That doesn’t mean there’s a strict word count—Google doesn’t require a specific length—but you do need to fully cover the topic you’re writing about.

If your older posts are thin on content, go back and add more value:

• Expand on subtopics
• Add internal links to other posts or pages
• Include an FAQ section to address common questions

Eden usually aims for around 1,000 to 1,200 words per post, which is enough to explain most topics thoroughly. However, she notes that more niche posts can be shorter (as little as 650 words), as long as they offer clear, complete information.

One quick tip to boost blog length and usefulness? Add a short FAQ section at the end. Not only does this provide added value, but it also lets you naturally include more relevant keywords and phrases.

SEO Is a Long Game, But It’s Worth It

Many business owners start optimizing their site and wonder when the results will come. The truth? SEO is not an overnight solution.

Eden says you can expect to start seeing traffic improvements between 3 to 6 months after implementing your SEO strategy, but true momentum often builds between 6 to 12 months. The key is consistency. Post regularly, optimize correctly, and be patient.

This long-term approach may feel slower than social media, but unlike fleeting posts, SEO compounds over time, driving traffic to your site for months (or even years) after you hit publish.

Changing Your Domain? Here’s What to Know

I shifted my domain from her wedding photography business to Brand & Market. Eden explained that switching domains does reset your SEO credibility with Google. You are essentially starting from scratch. That said, it’s still a worthwhile move if your branding or service offerings have changed significantly.

If you’re starting fresh, be prepared to hustle with your SEO efforts in the beginning. But with the right strategy in place, you’ll begin building a new kind of momentum that lasts.

Can You DIY Your SEO?

Short answer: Yes.

Eden is a big fan of DIY when it comes to SEO, especially for business owners just starting out. Learning how to do basic keyword research is one of the most valuable skills you can develop. And it’s not as intimidating as it sounds.

She suggests starting by experimenting with tools like Ubersuggest or SEMrush to get a feel for:

• What people are searching for
• Which keywords have high volume and low competition
• How to phrase your services the way your audience does

Give yourself time to learn, tweak, and adjust. Even a modest effort in optimizing your content can pay off big in the long run.

Final Advice: Deliver an Outstanding User Experience

To close the conversation, Eden offers one powerful piece of advice:

“Deliver a great user experience on your website.”

Why? Because Google prioritizes sites that provide answers quickly and clearly. If users click through to your site and find exactly what they need, they’re more likely to stay.

Here’s what that looks like in practice:

• Clear navigation that helps users find what they’re looking for
• In-depth blog content that answers common questions
• Fast-loading pages (under two seconds!)
• Mobile responsiveness to serve users on the go

When your website is easy to use and full of helpful content, it builds trust with your audience and credibility with Google.

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Whether you’re a DIY-er ready to tackle your own blog strategy or a business owner looking to hand off your SEO to an expert, the strategies shared today are a roadmap to sustainable online growth.

Looking for tailored advice to get your SEO and branding on track? Don’t forget to book your Power Hour Strategy Session—let’s turn your ideas into action and get your brand where it needs to be.