SEO Title and SEO Description

On import, WP-ImmoMakler automatically generates an SEO title and an SEO description for every property. Both texts are stored as the property fields seo_title and seo_metadesc and are used by Yoast SEO, Rank Math SEO, the Open Graph preview, the schema.org data, the PDF property brochure and the property’s excerpt.

You find the corresponding settings in the back end of your website (wp-admin) under WP-ImmoMakler → Settings → SEO/AEO/GEO.

In every edition, WP-ImmoMakler generates the texts from supplied templates whose length you can define. From PLUS onwards, you design the templates yourself.

Note

The two fields SEO title template and SEO description template are available from the PLUS edition onwards PLUS. In the BASIC edition, WP-ImmoMakler generates the texts from the supplied templates; the character count and the price information can be set there as well.

How a template works PLUS

A template is a sentence containing placeholders. On import, WP-ImmoMakler replaces every placeholder with the value of the property in question.

A placeholder is written in curly braces, for example {ort}. The supplied template for the title reads:

[{zimmer}-room ]{objektart_detail}[ in {ort}][ {vermarktungsart}]

For a flat with 3.5 rooms in Hamburg, that produces:

3.5-room Apartment in Hamburg for sale

Square brackets let details drop out

Not every property has every detail. A plot has no rooms, and some properties have no town. So that no text gaps such as “Single-family home in ,” appear, you put a section in square brackets: if one of the details used inside it is missing, the section drops out entirely — along with its connecting words and punctuation.

In the example above, [{zimmer}-room ] disappears by itself for a plot, and what remains is:

Lot in Hamburg for sale

Sections can also be nested inside one another. [ in {ort}[-{stadtteil}]] produces “in Hamburg-Eimsbüttel” when both details are present, “in Hamburg” when only the district is missing, and drops out entirely when the town is missing.

Note

If a section contains several placeholders, it drops out as soon as one of them is empty. If you want to show and hide two details independently of each other, write two sections next to each other or nest them. A pair of brackets without a placeholder is not evaluated but printed as ordinary text — a property title such as “New build [phase 2]” is therefore preserved.

Available placeholders PLUS

Placeholder	Content
{objektart}	Top-level category, for example “House” or “Apartment”
{objektart_detail}	Exact property type, for example “Single-family home”; if it is missing, the top-level category is used
{ort}	Town
{stadtteil}	Regional addition, provided it differs from the town and is not a plain number
{plz}	Postcode
{zimmer}	Number of rooms; half rooms are preserved
{schlafzimmer}	Number of bedrooms
{flaeche}	The property’s decisive area, in m²
{flaeche_art}	The name of that area, for example “Living area” or “Lot size”
{wohnflaeche}	Living area
{nutzflaeche}	Usable area
{grundstuecksflaeche}	Lot size
{preis}	The decisive price including currency
{preis_art}	The name of that price, for example “Purchase Price” or “Base rent”
{kaufen_mieten}	“buy” or “rent”
{vermarktungsart}	“for sale”, “for rent” or “with leasehold”
{verkauft_vermietet}	“Sold” or “Rented” — capitalised, for the beginning of a reference’s sentence
{verkaufen_vermieten}	“sell” or “rent” — for addressing owners
{objekttitel}	Property title from your estate agent software
{objektnr}	Property number from your estate agent software
{baujahr}	Year built
{ausstattung}	The three most important amenities, for example “Balcony, Garage, Yard”

Which area and which price are decisive is decided by WP-ImmoMakler in the same order as in the detail view: for a flat the living area usually wins, for a plot the lot size, for a rental flat the base rent. {flaeche_art} and {preis_art} each name the detail actually used — so the description reads “800 m² Lot size” instead of just “800 m²”.

The supplied templates

Field	Template
SEO title	[{zimmer}-room ]{objektart_detail}[ in {ort}][ {vermarktungsart}]
SEO description	{objektart_detail}[ in {ort}][ {vermarktungsart}]:[ {zimmer} rooms,][ {flaeche} m² {flaeche_art},][ built in {baujahr},][ {preis_art} {preis},][ {ausstattung},]

For a single-family home in Hamburg, that produces:

5-room Single-family home in Hamburg for sale
Single-family home in Hamburg for sale: 5 rooms, 120 m² Living area, built in 1998, Balcony, Garage, Yard.

These templates apply in every edition. From PLUS onwards you enter your own instead; empty a field again and the supplied template applies once more.

Building projects use their own templates, which begin with the project title. They cannot be changed through the settings, but they can be changed through the PHP filters listed further below.

References

References are properties you have already sold or let and keep on your website. They are of no interest to buyers — but for owners considering a sale of their own, they are your best evidence. They therefore receive their own pair of templates, which no longer offers the property but names the completed transaction and addresses owners ready to sell:

Field	Template
SEO title	{verkauft_vermietet}: [{zimmer}-room ]{objektart_detail}[ in {ort}]
SEO description	{verkauft_vermietet}: [{zimmer}-room ]{objektart_detail}[ in {ort}][, {flaeche} m² {flaeche_art}]. Successfully placed.[ Looking to {verkaufen_vermieten} in {ort}? Talk to us.]

For a sold single-family home, that produces:

Sold: 5-room Single-family home in Hamburg
Sold: 5-room Single-family home in Hamburg, 120 m² Living area. Successfully placed. Looking to sell in Hamburg? Talk to us.

From PLUS onwards you edit both under SEO title template for references and SEO description template for references PLUS.

When a property counts as a reference

WP-ImmoMakler recognises references on import from the details supplied by your estate agent software — from the OpenImmo marker aktionart="REFERENZ" as well as from the corresponding fields of onOffice, FlowFact and Propstack. If the option Mark properties marked as sold/rented as reference properties under WP-ImmoMakler → Settings → Import is active as well, sold and let properties also count as references.

Note

Building projects always keep their project templates, even when they are flagged as a reference.

References and the AI features

If the AI features are active (from PLUS onwards), the AI additionally receives the information that the property has already been sold or let. It then no longer offers it for sale or rent, does not invite viewings, and instead addresses owners who are considering selling or letting a comparable property. This applies regardless of the prompt you have stored. See AI features.

Length of the texts

In its search results, Google shows only the first 60 characters or so of a title and around 160 characters of a description. You set both values under SEO title: max. number of characters and SEO Description: Max. character count.

If a text is too long, the last section in square brackets drops out first, then the second to last, and so on. Only when that is not enough is the text cut at a word boundary. That way the text loses a detail instead of breaking off mid-word. Put the most important details at the beginning of your template for that reason.

A section usually brings its own leading space ([ in {ort}]). If it comes directly after a punctuation mark, the space belongs in front of the bracket ({verkauft_vermietet}: [{zimmer}-room ]), so that no Sold:Single-family home appears when the section drops out.

Caution

The character count applies only to the part generated by WP-ImmoMakler. Yoast SEO and Rank Math SEO usually append a separator and your website’s name to their title template — add those characters on top.

Price information

The placeholders {preis} and {preis_art} stay empty as long as the setting Price information in SEO title and description is switched off. The corresponding section in square brackets then drops out by itself, so you do not have to change your template to switch it on or off.

Caution

Price information can appear in Google search results and remain there for a considerable time even after the property has been changed or deleted.

Multilingual websites PLUS

As long as both template fields are empty, WP-ImmoMakler uses the supplied template in the language of the respective property — on a multilingual website, every language version therefore receives suitable texts.

As soon as you enter a template of your own, that one template applies to all languages. Empty the field again and the supplied templates apply once more.

When the texts are generated

The texts are created when a property is imported. A changed template or character count therefore only affects your portfolio on the next import.

In the WordPress administration you can adjust the texts of an individual property by hand in its record. On the next import of that property they are generated afresh from the template.

With the AI features (from PLUS onwards), the SEO title and SEO description can instead be written by an artificial intelligence. The texts generated from the template are then what is delivered until the AI answers; after that, the AI version replaces them. See AI features.

PHP filters

The following filters are available in every edition.

// Set the SEO title template in code.
add_filter(
  'immomakler_seo_title_template',
  function ( $template, $openimmo_data ) {
    return '{objektart_detail}[ in {ort}[-{stadtteil}]][ {vermarktungsart}]';
  },
  10,
  2
);

// Set the SEO description template in code.
add_filter( 'immomakler_seo_metadesc_template', function ( $template, $openimmo_data ) {
  return '{objektart_detail}[ in {ort}]:[ {zimmer} rooms,][ {flaeche} m² {flaeche_art}.] Request the brochure now.';
}, 10, 2 );

// Force price information regardless of the setting.
add_filter( 'immomakler_seo_show_price_title_desc', '__return_true' );

// Decide for yourself which properties count as references.
add_filter( 'immomakler_seo_is_reference', function ( $is_reference, $openimmo_data ) {
  return $is_reference || ! empty( $openimmo_data['verkauft'] );
}, 10, 2 );

// List more amenities in the SEO description.
add_filter( 'immomakler_seo_metadesc_feature_count', fn() => 5 );

// Set the character count regardless of the settings.
add_filter( 'immomakler_seo_title_max_length', fn() => 55 );
add_filter( 'immomakler_seo_metadesc_max_length', fn() => 155 );

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