Real Estate SEO Strategies: The Complete Guide

Today, no matter what business you run, you need a strong online presence to stay on top of the market. You need maximum online visibility, so you must have the best SEO. As per Statista, the real estate market is growing and is expected to soar at a CAGR of 2.69% till 2029, valuing around $727.80 trillion. This potential growth offers a promising future for real estate businesses.

These market numbers are enormous for a real estate business and have a lot to offer. To leverage its benefits, several proven SEO strategies exist. Here in this article, we will uncover some key real estate SEO strategies that can place your business at the lead.

What is SEO for Real Estate Companies?

SEO for real estate companies involves methods and strategies that help a real estate business gain visibility by ranking high in search engine results. According to some real estate marketing statistics, 96% of buyers start their home search online. Hence, SEO is an organic and fruitful method for long-term business success.

“The better your SEO, the higher your Google ranking, and the more website traffic, leads, and conversions you’ll get,” said Craig Rosenbaum, Founder of Rosenbaum & Rosenbaum. “Moreover, if you implement an SEO strategy correctly, you will witness a boost in your property value and topical authority, and you may also save a lot on paid marketing.”

How to Improve Your SEO Strategy for Your Real Estate Business

From investing in local SEO to optimizing your Google My Business Profile, a lot goes into improving your real estate business’s SEO strategy. Here is a complete blueprint to enhance your real estate SEO strategy. 

Conduct a Full Website Audit

Analyzing your website’s shortcomings is the first step in achieving real estate SEO. A comprehensive site audit can reveal various areas where your website lags, such as on-page SEO, off-page SEO, and technical SEO. More importantly, it can also identify opportunities for improvement, ensuring you are well informed and prepared for the journey ahead.

• Poor site structure
• Site speed
• Broken links
• Duplicate and Zombie pages
• Content issues
• Missing information gain element
• Structured data issues
• URL structure

And more. With a comprehensive site audit, you can also identify opportunities for improvement. Tools like SE Ranking can help you audit your site and uncover opportunities for improvement, such as content gaps, potential keywords, and unoptimized images.

Analyze Your Competitors

To be the best on the market, you must learn from the best, i.e., your competitors. While developing an improved real estate SEO strategy, do quick competitor research. It must include analyzing your competitor’s website to study its content, page layout, and overall structure, among other things.

Search for keywords like “homes for sale in [location]” to learn about your top competitors. Study their Google My Business profile and look for the information they have used. Integrating keywords into your Google My Business (GMB) profile can yield good results.

Do Smart Keyword Research

Gone are the days when keywords were the only golden key to the top Google SERPs. Today, it is more than that. You have to make your site crawlable for Google bots, and this includes some innovative and strategic keyword research. To make it to the top, you have to look for locally trending, location-specific, and less competitive keywords.

Local home service SEO professionals have mastered this new technique. Long-tail keywords, such as “best real estate agency in [your city]” and “homes for sale in [location],” can help you quickly reach potential buyers. Another thing to keep in mind is to include these keywords in your Google My Business (GMB) profile, website URLs, meta tags, image alt texts, and more.

Choosing keywords can also land you the top spot in the Google SERPs.Choosing keywords can also land you the top spot in the Google SERPs.

Build Quality Links That Boost Trust 

Building quality links is an excellent way to prove to Google that you are an authoritative business. Quality backlinks from authoritative websites, such as reputable publications, local directories, and review platforms, can help establish authority. The more high-quality backlinks you have leading back to your site, the stronger the signal you send to Google regarding your site’s authority and relevance. 

Building a robust backlink profile is essential for establishing your online presence in the competitive real estate market. Before adding an external link, carefully check its domain authority (DA). A backlink with a DA of 50 or higher is considered good. 

Using SE Ranking, you can check backlinks and compare up to 5 main competitors to detect links that they have that you are missing. Moreover, you can analyze domain trust, referring domains, and individual links, and find broken links.

Create Content That Helps and Ranks

The key resource of your SEO strategy is your content. Today, when AI can write content within seconds, you need to ensure that your content is high-quality and helpful for users. Google considers the E.E.A.T. guidelines to rank its content. Make sure to incorporate the following when writing content.

• Geo-targeted content
• Information gain content
• Real-life experiences and case studies
• Answers to questions from forums, such as Reddit, Quora, etc.

Posting qualitative content periodically, such as blog posts, property listings, neighborhood guides, market reports, etc., can help engage the audience and push your website to the top of the search results.

Optimize Your Google Business Profile

Your Google Business Profile is your online identity card. If your Google My Business (GMB) profile is optimized, users are most likely to see it when searching for real estate properties online. Your profile information should be consistent across all online platforms, including name, address, contact number, and other information.

Besides information consistency, you must ask your clients for feedback on your services. The GMB profile also highlights the reviews provided by the users.

Pro tip: Adding keywords to your Google My Business profile aspects, such as business description, services, and posts, can improve your business visibility.

Build Local Landing Pages

If you serve multiple regions across the state, build local landing pages optimized for specific keywords. For example, creating landing pages for each location can enhance your topical and local SEO if you serve Bakersfield, Fresno, and San Jose in California. You can specifically target keywords, such as properties for sale in San Jose, properties for sale in Bakersfield, etc.

For example, to further enhance the local relevance of these landing pages, Zayed Law Offices adds property highlights, testimonials, and market stats to the content. 

Incorporate Structured Data

Structured data, aka schema markup, is code that real estate businesses can add to their website’s HTML to make search engines read the information on their website accurately. Schema markup also ensures that customers can easily find what they are looking for, such as when the listing was published, the property’s location, the home’s or lease’s price, and the lease’s duration. These aspects are shown directly in the search results with structured data.

There are two types of schema markups that real estate businesses can use, such as

• RealEstateListing schema
• RealEstateAgent schema

Implementing these markups can also help you gain a spot in the featured snippet.

Analyze and Test Your Website

Make changes to your website and check which version, change, or feature helps attract more visitors. Keep iterating, analyzing, and testing various versions of your website to learn which one works the best for you.

Here are some bonus aspects that can improve the visibility of your website.

1. Make your website easily accessible on the phone. Make it responsive.
2. Go for a technical SEO audit, which includes improving the website’s speed. Compress images, enable browser caching, and use a CDN to boost the website’s speed.
3. Check web analytics to understand user behavior and tweak the website issues.

Conclusion

Every real estate business needs an effective SEO strategy. While paid ads and other PPC methods may provide faster results, they often don’t last long and can be more expensive. SEO is a slow process, but it is cost-effective, organic, and long-lasting. When carried out strategically, it can yield faster and better results.