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Published On
Fri Mar 22 2024
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Written By
Tom Galland

What is Real Estate SEO?

SEO for Real Estate involves various strategies to enhance the visibility of your real estate website on search engine results pages (SERPs), helping potential buyers and sellers to discover your services more easily. The relationship between real estate SEO and search rankings is straightforward - the higher your website appears in search results, the more visitors it attracts.

In the competitive real estate sector, where establishing connections with local customers is crucial, the challenge of standing out online is intensified by a larger pool of prospects and competitors.

Fortunately, employing SEO strategies tailored for real estate (or for estate agents in the UK) can significantly aid in attracting clients at the moment they decide to engage in buying or selling property.

This article will primarily concentrate on optimising for Google, given its dominance in search engine usage.

4 Categories of Search Engine Optimisation (SEO) for Real Estate

When it comes to real estate digital marketing, four key SEO aspects are crucial for agents to consider:

  • On-page SEO: involves enhancing various components of your real estate website and its content to appeal both to readers and search engines, such as URLs, title tags, and images.
  • Off-page SEO: includes strategies implemented beyond your website to boost its ranking on search engines, like link building, social media engagement, and guest blogging.
  • Technical SEO: encompasses the behind-the-scenes elements of your website that affect its search engine rankings, including site speed optimization and mobile responsiveness.
  • Local SEO: focuses on improving your visibility in local real estate searches, which involves generating locally relevant content and optimising your Google Business profile.

This guide will discuss tactics for each SEO category, with a special emphasis on local SEO Brisbane.

Local SEO is pivotal for real estate agents because real estate is inherently a local business, targeting property buyers and sellers in specific geographical areas.

The Importance of SEO Strategy in Real Estate

Nearly all homebuyers aged between 23 and 56 (99%) utilise the internet during their search for a new home. This indicates a significant portion of your potential client base is conducting their home search online. A lack of online presence might result in missed opportunities with these potential clients. The National Association of Realtors (NAR) reports that in 2022, over half (51%) of homebuyers found their property online, compared to 29% who located their home through a real estate agent. Other methods of finding a home were considerably less common:

  • Via friends, relatives, or neighbours (10%)
  • Direct from the sellers or because they knew the sellers (5%)
  • Through yard or open house signs (4%)
  • Via a home builder or their agents (1%)
  • Through print newspaper ads (<1%)

Real estate SEO merges the two leading methods people use today to find homes, targeting those actively seeking out real estate content on the internet. While SEO is a strategy that pays off over time, it is often more cost-effective compared to alternatives like Google Ads, direct mail printing, or creating branded merchandise. For instance, the cost of direct mail services for real estate can exceed $1 per piece, and custom key tags can begin at 50 cents each, leading to a significant expense for even modest marketing efforts. Rather than investing in costly marketing campaigns, we offer several real estate SEO tips to enhance your online marketing strategy.

7 Strategies for Enhancing Your Real Estate SEO

1. Begin with a Website Optimised for Real Estate

A prevalent issue affecting SEO on real estate websites is the speed of the site. Real estate platforms tend to be laden with numerous high-resolution images, which can detrimentally impact site speed. This results in a poor user experience (UX). Addressing this problem involves compressing your images to reduce their file size, thereby enhancing loading times. Should your website remain sluggish post-image compression, consider employing additional technical SEO strategies such as:

  • Identifying and remedying duplicate content and broken links
  • Ensuring your website is secure by obtaining an HTTPS certification
  • Implementing correct schema markup to help search engines understand your site content, including the use of specialised RealEstateListing schema
  • Submitting your website's sitemap to Google
  • Organising your site's structure in a clear, logical manner to facilitate easy indexing by search engines
  • Optimising the speed of your site and its individual pages to ensure they load quickly

2. Focus on Local Keyword Targeting

Conducting keyword research is crucial for understanding what terms your prospective clients use when searching for real estate services online. This step positions you ahead of competitors by marking you as a reliable information source on crucial subjects. For real estate professionals, prioritising long-tail keywords is strategic. These keywords are defined by their specificity and comparatively lower search frequency but are invaluable due to their:

  • Lower competition, making them easier to rank for.
  • Direct relevance to engaged buyers and sellers in your locality.

You will encounter numerous long-tail keywords within the real estate domain, each varying in search volume and competitiveness. Opt for those with substantial search volumes but lower competition to maximise your visibility in search engine results pages (SERPs).

Leverage tools offering features for a comprehensive real estate SEO strategy, including:

  • Organic Research for discovering competitors' top-performing keywords.
  • Keyword Gap for identifying key terms you might be overlooking.
  • Keyword Overview for detailed insights on specific keywords and their performance.
  • Keyword Manager for organising and tracking your keyword strategies.

After identifying your keywords, incorporate them into your website's listings and pages to align with what potential clients are searching for. Remember to use an on-page SEO checklist as a guide for strategically placing your keywords throughout your site.

3. Produce Engaging, Quality Content

Focusing on SEO for the real estate sector can elevate your site to become a trusted source of specialised content. The process of producing content that consistently delivers value not only draws in your audience but also has the potential to turn them into clients. This effort requires both time and resources, yet it represents a sound investment.

For those new to generating content, beginning with a blog is advisable. Tools like Google Docs and WordPress offer free platforms to start your blogging journey. If you're part of a real estate firm or agency, consult with your website manager or marketing department for further guidance.

Employ the previously mentioned strategies for keyword research to craft articles that resonate with your local audience. Ensure that each blog post encompasses the following elements:

  • A narrative composed of several hundred words aimed primarily at your human audience, embedding targeted keywords organically within your text. Remember, high-quality content is a critical ranking criterion for all search engines.
  • A title that incorporates keywords efficiently, aiding users in discovering your site and grasping the significance of your content.
  • Well-organised headings that lead into text addressing the searcher's intent directly, potentially securing featured snippet positions and simplifying content navigation.
  • Meta descriptions and title tags, which are crucial HTML components that encapsulate your page's content for search engines and inform what appears in search results.
  • Alternative text for images, enhancing accessibility for screen reader users and aiding search engine indexing.
  • Internal linking to other vital pages on your website, improving navigability for both visitors and search engines.
  • The incorporation of visual elements wherever feasible, as articles and landing pages enriched with images and videos offer a more immersive user experience.

Even content not hosted directly on your website, such as social media posts, can amplify brand awareness. Thus, a diversified content strategy encompassing blogs, social media, videos, and more is beneficial. Strive to offer your audience superior insights and advice compared to your competitors. Leverage your direct experience and stay abreast of the latest trends in the real estate industry to establish credibility with your readers.

4. Cater to Mobile Users

Currently, mobile devices account for over 60% of all web traffic. The National Association of Realtors noted that approximately 75% of home buyers conducted their research via mobile devices in 2023. Making your real estate website mobile-friendly not only enhances the user's perception of your business but also increases the likelihood of converting visitors into clients.

Moreover, Google has shifted to mobile-first indexing, meaning it predominantly utilises the mobile version of a website's content for indexing and ranking purposes. Although having a mobile-specific site version is not mandatory, lacking one could negatively impact your SEO initiatives. Fortunately, most content management systems (CMS) automatically include mobile-friendly site versions.

5. Leverage Social Media for Backlinking

Research indicates that 90% of real estate professionals are active on Facebook, with Instagram and LinkedIn engagement around 50%. Being present on these platforms is essential to compete effectively and be heard by potential clients. Determine where your competitors and target audience are most active and ensure your presence is felt there too. Although social media management is distinct from SEO, it plays a crucial role in enhancing brand visibility within your real estate SEO strategy. It's important to note that while backlinks from social media may not directly impact rankings, they significantly contribute to brand awareness. Engage actively in industry and local discussions to elevate your visibility and share insights, positioning yourself as the authoritative figure in your area.

6. Monitor Key Performance Indicators (KPIs)

Keeping track of KPIs is vital for assessing the effectiveness of your SEO strategy. Regularly review and analyse your content to fine-tune your approach based on the following metrics:

  • Organic Traffic: The total number of visitors to your website.
  • Keyword Ranking: The performance of your targeted keywords in driving traffic.
  • SERP Visibility: Your brand's presence in organic search results.
  • Click-Through Rate (CTR): The ratio of users who click on your link to the total users who viewed the SERP.
  • Bounce Rate: The percentage of visitors who navigate away from the site after viewing only one page.
  • Authority Score: A measure of your domain's credibility and influence on search engines.
  • Backlinks: Links from other websites that direct users to your site.
  • Time Spent on Page: The average duration visitors spend on a specific page.
  • Conversion Rate: The rate at which visitors take a desired action (e.g., sales, leads, subscriptions). Tailor these KPIs to align with your business objectives, such as aiming to increase website traffic by 50% within a year.

7. Establish Comprehensive Pages and Directories

Customers are nearly three times more likely to regard a business as reputable if it has a complete Business Profile on Google Search and Maps. Just as trust is crucial in direct sales, it's essential to demonstrate your credibility online. A fully detailed Google Business Profile (GBP) with images and reviews enhances your legitimacy. Prioritise setting up your GBP, fill in as much information as possible, and incorporate visual content to stand out. Respond to every customer review to show engagement and attention to feedback. Additionally, create profiles on relevant industry sites and directories to further establish your online presence.

Exploring Tailored SEO Workflow?

Embarking on a journey to elevate your real estate business involves more than just attracting website visitors; it's about building a sustainable flow of clients through diligent SEO practices. Initiating with a comprehensive SEO audit can pinpoint any obstacles hindering your site's ranking, setting the stage for long-term success. Check out how to stand out in the real estate industry with SEO Growth’s SEO workflow for real estate.

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