Real Estate SEO

Real Estate SEO – 17 Tips to Conquer the Online Landscape

By: Frank DePino | April 5, 2024

In today’s fiercely competitive real estate industry, staying ahead of the curve is more crucial than ever. With millions of real estate agents and a growing number of people seeking properties, it’s essential to have a solid online presence. That’s where Search Engine Optimization for Real Estate comes into play.

But what exactly is real estate SEO?

Real estate SEO is an umbrella term encompassing strategies and techniques employed to optimize real estate websites, enhance their visibility, attract targeted traffic, and improve search engine rankings. It involves various tactics such as optimizing property listings, utilizing relevant keywords, creating quality content, building reputable backlinks, and ensuring a user-friendly website experience. The final goal of Search Engine Optimization for the Real Estate industry is to effectively reach the target audience, establish online authority, increase brand visibility, and generate more leads and conversions in the competitive real estate market.

While it may seem complex, our comprehensive guide simplifies the process, breaking down all you need to know about real estate SEO so that you can start implementing it effectively!

Does SEO Work for Real Estate?

While SEO can contribute to the success of your real estate business, it takes time and effort to establish dominance in local search results.

When you have a strong SEO strategy in place, you increase your chances of driving relevant traffic to your site. Pair this with a quality content strategy, with blogs and landing pages that incorporate relevant keywords, and you can attract more potential clients with higher conversion probabilities.

Moreover, a solid SEO strategy can position your real estate company as a trusted source. The goal here is to build a strong and trustworthy relationship with your target audience. Every time potential client finds their way to your website and explores your valuable content, it’s a positive engagement. This can eventually equate to higher conversion rates.

Lastly, and although less discussed, a real estate SEO strategy can help protect your company’s online reputation. When you pay more attention to your website and the content on it, you have agency over the way you are portrayed online.

Of course, this is just the tip of the iceberg as to why so many real estate companies work with trusted real estate marketing agencies.

12 Real Estate SEO Strategies

In this all-inclusive guide, we’ll reveal 12 impactful strategies that will turbocharge your online presence, attract precise traffic, and propel your property listings to new heights. From auditing your website to harnessing the power of content clusters, and optimizing mobile experiences to building authoritative backlinks, get set to unleash the full potential of your real estate enterprise.

Let’s jump right in!

Google Search Console shows an increase in traffic for a real estate website after SEO optimization

1. Website Audit

The first step in determining where you want to go with your real estate SEO strategy is understanding your current position.

Conducting a website audit allows you to identify the pages on your website that are performing well, as well as areas that need improvement.

While a website audit can be a significant time investment, it provides a baseline for measuring progress and equips you with the insights necessary to develop a strategic plan.

As questions like:

  • Are you generating new leads and seeing conversions?
  • How is your organic traffic?
  • Are you ranking locally?

You can start by utilizing Google Analytics to identify pages that require the most attention.

2. Real Estate SEO Keywords

To rank high on search engines, it is crucial to determine the keywords that potential clients use when initiating their housing search.

Find keywords that are feasible, depending on the level of search volume and competition for each one.

We have a team of SEO experts here at MediaBoom that can help you identify the top keywords that your competitors are likely already using to boost their rankings.

If there are keywords you’re currently ranking for, we can help you find those too.

Contact us today to get started!

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3. Create a Content Plan

In just about any SEO strategy, whether or not it’s real estate SEO, content is king. As such, a top-notch content plan should be your utmost priority.

The process of content creation typically involves three primary stages:

  • Identifying a common problem experienced by home buyers and sellers
  • Developing content that offers a solution to this problem
  • Promoting the content to reach the target audience.

Although there may be additional nuances to this process, these three fundamental steps provide a solid framework for effective content creation.

While we recommend developing your content around a specific keyword for each page, avoid “stuffing” your content with keywords.

Instead, focus on developing content that potential clients will see as informative or engaging.

Remember, the best content provides in-depth insights while addressing specific search queries.

4. Work on a Content Cluster Strategy

Cluster Content refers to articles that revolve around a particular subject matter.

For optimal real estate SEO content marketing, we recommend these blog topics be localized, useful, and beneficial to individuals residing in, or searching for properties in, your community.

For example, let’s say you’re working in real estate in Los Angeles. Here are a few examples of cluster content topics:

  • Events (ex. “Los Angeles Events”)
  • Real Estate (ex. “Beachfront Properties in Los Angeles”)
  • Restaurants (ex. “Best Vegan Food in Los Angeles”)
  • Lifestyle (ex. “Los Angeles Music Venues”)

Having a high-quality group of interlinked blogs that cover particular topics in-depth can improve your SE  by establishing your website as an authority on a specific subject.

5. Get Backlinks

We all know how important word-of-mouth referrals are in the world of real estate.

In the world of Real Estate SEO, a backlink is kind of like a word-of-mouth referral. It refers to a hyperlink on another website that directs users to your own site.

A local backlink is a hyperlink from a local online source, such as a blog, local newspaper, or business directory. These types of backlinks send signals to search engines that validate your local authority, indicating that your website is relevant to a particular geographical location.

Additionally, local backlinks can drive referral traffic to your website, potentially leading to new and relevant leads for your real estate business.

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6. Use High-Quality Images and Videos

Providing well-lit and high-quality photographs and videos of properties is crucial for capturing the interest of potential homebuyers before they ever visit.

Here are some examples of quality visual content to incorporate on your site:

  • Quality listing images
  • Real estate memes
  • Real estate infographics
  • Live streams
  • Virtual open house tours
  • Local business owner interviews

Additionally, incorporating alt text for images benefits your SEO and accessibility.

Alt text should be concise and descriptive, incorporating relevant keywords while also providing context for individuals who may be using assistive technologies to access your website.

7. Work on SEO Reputation Management

In today’s digital age, it’s essential to safeguard your online reputation to establish and maintain the trust of your target audience. If negative stories or reviews appear among the top search results when customers search for your business online, it can negatively impact your credibility and potentially drive away potential clients.

This is where SEO online reputation management (ORM) becomes crucial.

By implementing effective SEO strategies specifically designed to manage your online reputation, you can maintain a positive online presence and mitigate the impact of negative content.

8. Landing Pages

It’s common for people to mistake landing pages for home pages. Although your home page is typically the first point of entry for visitors who discover your site through search or other channels, a landing page is more specific in its purpose, designed with a singular goal in mind, and operates in a highly targeted manner.

The primary objective of a landing page is to drive clicks to a specific CTA, ultimately generating leads for your business, and improving your Real Estate SEO strategy.

There are plenty of benefits to building landing pages for your real estate site, including showcasing your listings in-depth, maximizing targeted traffic impact, more accurately measuring campaign results, and creating a sense of urgency.

As per HubSpot’s research, businesses can experience a 55% rise in leads by increasing their total number of landing pages from 10 to 15.

9. Focus on User Experience

In order to improve user experience on your real estate website, implementing tactics such as developing compelling content, establishing reputable backlinks, ensuring mobile responsiveness, and optimizing for quick loading times (ideally under three seconds) can prove highly effective.

Having a great user experience is crucial because it can send positive signals to search engines, indicating that your website is trustworthy and deserving of a higher ranking.

10. Optimize for Mobile Devices

As more and more people turn to their mobile devices for browsing, it’s becoming increasingly important to optimize your website for mobile users.

In fact, many websites are now mobile indexing first, meaning that Google’s crawlers only search through the mobile version of the site. In turn, if your website isn’t optimized for mobile, it can negatively impact your search rankings.

Focus on areas like page speed, designing your site to adapt well to smaller screens on mobile devices, and avoiding pop-ups that might hinder mobile functionality.

When you prioritize these key areas, you can effectively optimize your site for mobile users and avoid potential issues that could negatively impact your search engine rankings.

11. Technical SEO

In order to launch a prosperous real estate SEO campaign, it’s incredibly important to assess the technical optimization of your website.

The following are some website components that you should attend to:

  • Negative SEO (harmful backlinks that point to your site)
  • Web security
  • Robots.txt file setup and XML sitemaps
  • Duplicate content and URLs
  • Internal linking, orphan pages, and site structure
  • Response codes 505, 503, 410, 404, and 401

With a professional site audit, you can find ways to optimize your site’s content and enhance the overall user experience.

GA4 shows the performance of a real estate company website after boosting SEO

12. Monitor and Analyze Website Performance

SEO is a long-form strategy, which is why it’s important to monitor and analyze your site’s performance.

Regular monitoring can help you identify performance issues as they arise, measure success using key metrics, and maintain a positive user experience.

We have an in-depth technical SEO guide that provides plenty of insights in this regard.

Mastering Local SEO: 5 Extra Tips for Real Estate Agents and Companies

Local SEO strategies for real estate agents involve optimizing their online presence to attract local traffic and increase brand awareness.

Our 5 additional tips reveal how to properly implement techniques such as optimizing Google Business profiles, creating location-specific landing pages, and building reputable backlinks.

Get ready to attract more local clients and stay ahead of the competition.

13. Google Business Profile

A few years back, Google introduced Google Business Profile, enabling businesses to connect with their target audience more effectively.

Have you optimized your Google Business Profile? If not, you’re behind the curve. As we often say here at MediaBoom, it’s one of the best things you can do to improve your local SEO.

14. Business Directories

Google relies on various online directories, including its own Google My Business platform, to verify and display business information. The accuracy and completeness of your business details across these directories significantly impact your local ranking on Google. While tools like Moz handle general directories, it’s crucial to expand your presence by listing on real estate-specific websites like Trulia, Redfin, Zillow (owned by Zillow Group), Realtor.com, and Apartments.com. Additionally, popular directories like Yelp and Yellow Pages can also be relevant for effective local SEO.

15. Location-Specific Keywords

One of the benefits of keyword research in real estate SEO is driving free traffic from search engines.

You can optimize your website even further with long-tail, location-specific, and LSI keywords that fit your real estate niche.

Here are a few tools to consider:

Beyond, location-specific keywords, you’ll also want to be aware of location-specific landing pages in your local SEO optimization strategy.

The luxury property has just been sold thanks to a landing page that had a high conversion rate.

16. Create Location-Specific Landing Pages

Local landing pages play a critical role in showcasing the geographic reach of your business, the specific areas you cater to, and the range of products or services you provide.

These pages serve as valuable resources for both potential customers seeking localized information and search engines like Google, enhancing your online visibility and connecting you with your target audience. Your location-specific landing page content should include both relevant local information and general keywords you want to rank for.

For instance, a real estate agent specializing in luxury homes in Los Angeles can create dedicated landing pages for popular neighborhoods like Beverly Hills, showcasing featured listings, market insights, and unique selling points that appeal to potential buyers seeking upscale properties in that area.

These localized landing pages not only enhance the agent’s online presence but also attract targeted traffic and generate leads from interested individuals searching for real estate opportunities in specific locations.

17. Use Local Schema Markup

Schema markup is essentially code you can incorporate into your website’s HTML, so that search engines can accurately interpret the information found on your website.

Real estate companies have two schema markups specifically designed for them — RealEstateAgent and RealEstateListing schema. While these are valid schema types, it’s important to note that schema markup should be implemented according to the specific content and structure of the website.

Not all real estate companies may need to implement these schema types. However, when utilized appropriately, such as with the RealEstateListing schema, you can provide search engines with pertinent information, such as a listing’s price, location, lease duration, and publication date. This makes it easier for both potential clients and search engines to understand and enhance the visibility of your real estate listings in search results.

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Seeking to elevate your luxury business? Let Mediaboom guide you. Secure your exclusive, free consultation with our luxury marketing experts today.

Work with a Real Estate SEO Company

To thrive in the competitive world of real estate, leveraging the power of SEO is a must. By implementing an effective real estate SEO strategy, you can drive relevant traffic to your website, attract potential clients, and establish your company as a trusted source in the industry. Remember, real estate SEO is not a quick fix but a long-term investment. It requires continuous monitoring, optimization, and adaptation to changing algorithms. By following the strategies outlined in this guide, you can position yourself for success and stay ahead of the competition.

If you’re ready to take your real estate business to the next level and need assistance with implementing a robust SEO strategy, our team at MediaBoom is here to help.

Get in contact with us today to learn more about how we’ve helped numerous real estate companies achieve their goals through effective SEO techniques.

By: Frank DePino

Frank DePino is Principal and Founder of Mediaboom. Since 2002, Frank has led Mediaboom’s award-winning staff of creative and technical professionals, building the most effective marketing and advertising solutions for its clients.

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