Local SEO is a key component of real estate SEO, helping businesses connect with clients in their area.
What Is Real Estate SEO?
Definition and Core Concepts
Real estate SEO (Search Engine Optimization) is optimizing a real estate website to rank higher on search engines like Google. The goal is to make it easier for potential clients to find your site when they search for homes, agents, or local real estate information.
SEO is more than just inserting keywords into your pages. It involves creating helpful, relevant content, improving your website’s user experience, and building trust with search engines. This makes your site visible to people looking for real estate services, whether looking to buy a home, sell one, or find an agent.
Understanding SEO in the Context of Real Estate
SEO for real estate stands apart from other industries because it’s more about connecting with local buyers and sellers rather than trying to attract a broad, national audience. It’s not just about ranking for “real estate agent”—it’s about ranking for keywords that reflect a potential client’s local needs.
For example, someone in Los Angeles might search for “homes for sale in Los Angeles” or “best real estate agent in LA.” They may also seek information about specific neighborhoods, school districts, or commute times. Your SEO strategy should focus on providing valuable answers to these local queries.
Difference Between Local SEO and Traditional SEO
The key difference between traditional SEO and local SEO is location-based targeting. While conventional SEO might be focused on ranking for broad, national searches, local SEO is about getting your website to show up for location-specific queries.
With traditional SEO, businesses might try to rank for general terms, like “best shoes online.” Local SEO, on the other hand, focuses on more specific searches like “real estate agent near me” or “homes for sale in [city].” For real estate agents, local SEO ensures that their website appears when people in their area search for homes or services they offer.
Why SEO Matters for Real Estate Agents and Brokers
Search Behavior of Home Buyers and Sellers
The vast majority of homebuyers and sellers begin their search online. Studies show that:
97% of homebuyers use the Internet to search for homes.
51% of buyers found the home they eventually purchased online.
Potential clients may never find you if your website isn’t optimized for search engines. Whether people are looking for homes, agents, or neighborhood information, they are most likely turning to Google first.
How SEO Impacts Listing Visibility and Lead Generation
When you implement SEO effectively, you increase your chances of having your listings seen by more people. This results in more leads coming through your website and contacting you directly. For real estate agents, SEO helps improve the visibility of your listings, making them easier to find on Google and improving your site’s overall user experience.
Without proper SEO, your website will struggle to attract traffic, and your competitors will capture leads instead. SEO allows you to rank higher for key local terms, ensuring that your listings are at the top when someone searches for properties in your area.
In short, SEO allows you to capture and convert leads without relying on expensive paid ads or losing business to larger national platforms like Zillow and Realtor.com.
Keyword Research for Real Estate SEO
How to Find the Right Keywords
Keyword research is the foundation of any successful real estate SEO strategy. It’s about understanding what your target audience is searching for and using those keywords on your website.
To find the best keywords, start by considering:
What are buyers and sellers searching for? Think about the questions they ask or the terms they type into Google.
What are the most common services you offer? Use keywords related to real estate services like “homes for sale,” “real estate agent,” or “property valuation.”
What locations do you serve? Since real estate is location-based, include neighborhood names, cities, and zip codes in your keywords.
Several tools can help you find the right keywords, such as:
Google Keyword Planner – A free tool showing how often a keyword is searched.
SEMrush – A powerful tool to explore keyword competition and trends.
Ahrefs – Great for analyzing keyword difficulty and identifying opportunities.
Moz Keyword Explorer – Helpful for discovering new keywords and understanding search intent.
Start by gathering a list of possible keywords, then narrow them down based on search volume and competition. The goal is to find keywords with decent search volume but aren’t too competitive.
Targeting Local Keywords vs. National Keywords
When you’re in real estate, local keywords are more important than national keywords. Here’s why:
Local Keywords are location-specific terms that help you rank in local searches. For example, “Homes for sale in Miami” or “Best Real Estate agent in Brooklyn.” These keywords are more likely to bring clients ready to act in your area.
National Keywords: While broader terms like “real estate agent” or “homes for sale” are still relevant, they can be very competitive. It’s harder to rank for these keywords, and they may not lead to local leads.
For real estate, local keywords should always be your priority. These are what will bring clients from your specific area to your site.
Types of Keywords That Work in Real Estate
Focus on several types of keywords to make your website rank for the right searches.
Transactional Keywords
These keywords show the user is ready to take action. For real estate, these include:
“buy homes in [city].”
“sell my house fast in [neighborhood].”
“find a realtor in [city].”
Transactional keywords are critical because they bring high-intent visitors looking to make a decision.
Informational Keywords
These keywords are used by people just beginning their real estate journey. They may not yet be ready to buy or sell, but they seek information. Examples include:
“how to sell my house.”
“What is an escrow in real estate?”
“Tips for first-time homebuyers”
While these searches might not lead to immediate sales, they can position you as an expert and help build trust with potential clients.
Brand Keywords
Brand keywords are search terms that include your business name. For example:
“Matt LaClear Real Estate”
“[Your Company] homes for sale”
These keywords show that people know about your services and are actively looking for you.
Long-Tail Keywords
Long-tail keywords are longer, more specific search phrases. For example:
“3-bedroom homes for sale near [specific school]”
“how to buy a house in [specific neighborhood].”
These keywords typically have lower search volume but can be easier to rank for and bring in highly-targeted traffic.
On-page SEO for real estate websites focuses on structuring your site for better search engine rankings and user experience.
On-Page SEO for Real Estate Websites
Optimizing Property Listings
When you list properties on your website, optimizing them for SEO is crucial. Here’s how:
Writing SEO-Friendly Titles and Descriptions
Your listing titles and descriptions should be clear and concise and include target keywords. For example:
Title: “Stunning 3-Bedroom Home for Sale in [Neighborhood Name]”
Description: “This beautiful 3-bedroom home in [Neighborhood Name] features a spacious living area, modern kitchen, and a large backyard. Contact us today for more details!”
Please include the property’s location and key features, such as the number of bedrooms, bathrooms, and any exceptional amenities.
Structuring Listing URLs
Your URLs should be clean and descriptive. For example:
Lousy URL: “example.com/property/123456”
Good URL: “example.com/homes-for-sale-in-miami/3-bedroom-home”
This makes it easy for both search engines and users to understand what the page is about.
Image Optimization (Alt Text, File Naming)
Real estate websites are full of images. Always include alt text and descriptive file names to help your images rank and improve your SEO. For example:
Alt text: “Modern 3-bedroom house in [Neighborhood Name]”
File name: “miami-3-bedroom-home.jpg”
This helps search engines index your images and improve your chances of appearing in image search results.
Blog Content Optimization
Your blog is an excellent place to provide valuable content and rank for more keywords.
Topic Ideas That Attract Buyers and Sellers
Some blog topics that will attract attention include:
“Top 5 Neighborhoods to Live in [City]”
“How to Stage Your Home for a Quick Sale”
“What to Know Before Buying a Condo in [City]”
These articles help potential clients find your website when they search for local information or tips.
Internal Linking Best Practices
Linking to other site pages helps users and search engines navigate your content. For example, if you write a blog post about “How to Stage Your Home for a Quick Sale,” link to your property listings or a page about selling homes.
Using Schema Markup for Enhanced Visibility
Schema markup helps search engines understand your content. For real estate websites, this means adding structured data to your listings, blog posts, and agent profiles.
This can result in rich snippets in search results, making your listings stand out and improving your click-through rate.
Technical On-Page Elements
Mobile Optimization for Real Estate Websites
More people are browsing real estate listings on their mobile phones than ever before. Mobile traffic makes up over 50% of all web traffic. That’s why ensuring your real estate website is mobile-friendly is a must.
Why Mobile Optimization Matters
User Experience: A website that’s hard to navigate on a phone will frustrate potential clients and drive them away.
Google Ranking: Google prioritizes mobile-friendly websites in its search results. If your site isn’t optimized for mobile, you could rank lower than your competitors.
Local Search: Mobile users often search for real estate services on the go. A mobile-optimized site makes you more likely to appear in local searches when people near your listings.
How to Optimize Your Site for Mobile
Responsive Design: Your site should adjust to fit any screen size. This makes browsing easy, whether someone is on a phone, tablet, or desktop.
Fast Load Times: Mobile users are often impatient, and a slow site can lead to high bounce rates. Aim for load times under 3 seconds.
Simple Navigation: Keep menus simple and buttons large enough for easy tapping. Focus on the essential features your users need.
Mobile-Friendly Content: Keep text readable without zooming in. Make sure images resize properly and are easy to view.
Google’s mobile-first indexing means that mobile optimization directly affects your rankings. So, it’s essential to put your mobile users first.
Page Speed Optimization
Page speed is another crucial factor for SEO, especially in real estate. People expect fast websites, and Google rewards them with better rankings.
Why Page Speed Affects SEO
User Experience: Slow sites frustrate users and lead to higher bounce rates, negatively affecting your SEO.
Google Ranking: Google uses page speed as one of its ranking factors. The faster your site, the better your chances of ranking higher in search results.
How to Improve Page Speed
Image Compression: Large images can slow down your site. Compress images without losing quality to make your pages load faster.
Minimize HTTP Requests: Every element on your page (images, scripts, etc.) adds a request. Reducing the number of elements on a page can improve speed.
Use Caching: Caching stores frequently accessed data so your site loads faster on repeat visits.
Content Delivery Network (CDN): A CDN distributes your site’s content across various servers, making it faster for users to load the site from different locations.
Tools like Google PageSpeed Insights and GTmetrix can help you test and improve your site’s speed.
Local SEO for Real Estate
Since real estate is a local business, local SEO is essential. Here’s how to make sure your website ranks in local search results.
Google My Business (GMB) Optimization
Google My Business is one of the best ways to ensure your business appears in local search results. Setting up and optimizing your GMB profile is crucial for local SEO.
Complete Your Profile: Fill out every section of your GMB profile, including your business name, address, phone number, website, and business hours.
Add Photos: Upload high-quality photos of your listings, office, and team. Photos can increase user engagement and improve your rankings.
Get Reviews: Encourage your clients to leave reviews. Positive reviews can boost your credibility and make you stand out in local search results.
Use Posts: GMB allows you to post updates, new listings, and promotions. This helps keep your profile fresh and engaging.
Local Citations and Listings
Citations are online mentions of your business’s name, address, and phone number (NAP). They help build your local presence and improve your rankings. Make sure your NAP is consistent across all platforms, including:
Online directories (Yelp, Yellow Pages, etc.)
Local Chamber of Commerce websites
Social media profiles
Ensure your business is listed accurately and consistently on these sites to boost your local SEO.
Structured Data (Schema Markup)
Schema markup is structured data that helps search engines better understand your content. For real estate websites, adding schema markup can improve your visibility and help you stand out in search results.
What Is Schema Markup?
Schema markup is a code you add to your website to give search engines more information about your content. For real estate sites, you can use schema to mark up things like:
Properties: Including details like price, number of bedrooms, and location.
Real Estate Agents: Contact information and profile details.
Reviews: Ratings and reviews from clients.
When you use schema markup, search engines can display your listings in richer formats, such as rich snippets or local pack results, which stand out more in search results.
Types of Schema for Real Estate
Real Estate Listing Schema includes property information like price, size, and features.
Local Business Schema: This adds information about your agency’s location, hours, and contact info.
Review Schema: This allows reviews to appear directly in search results, showing star ratings and feedback.
Adding schema markup isn’t hard, but it can make a huge difference in how your website appears in search results.
Link building is an essential part of real estate SEO, helping to improve site authority and search engine rankings.
Link Building for Real Estate SEO
The Importance of Backlinks in SEO
Backlinks (links from other websites to your site) are a major ranking factor for Google. The more high-quality backlinks you have, the more authoritative your website appears to search engines. This can significantly boost your SEO performance.
How Backlinks Affect Your Rankings
Trustworthiness: Google sees backlinks as votes of confidence from other sites. Quality backlinks signal that your website is trustworthy and reliable.
Referral Traffic: Backlinks can bring direct traffic from other sites. If someone clicks a link to your site from a trusted source, that’s more potential leads.
Ranking Power: Backlinks improve your site’s ability to rank higher in search results. Websites with more backlinks generally perform better on Google.
How to Get Quality Backlinks
Guest Blogging: Write guest posts for local blogs or industry sites. This lets you share your expertise and earn backlinks.
Local Partnerships: Work with local businesses or organizations and get them to link to your site.
Press Releases: If you have news about your real estate business, send out press releases and try to get coverage on local news websites.
Testimonials: Offer testimonials for products or services you use. Companies often display these on their websites with a link to your site.
Measuring and Tracking Your Real Estate SEO Success
Key Metrics to Track
Once your real estate SEO strategy is in place, it’s important to track your progress. Monitoring key metrics will help you understand what’s working and where to improve.
Here are some key metrics to focus on:
Organic Traffic: This shows how many visitors find your site through organic search (i.e., not paid ads). An increase in organic traffic usually means your SEO efforts are paying off.
Keyword Rankings: Track where your website ranks for target keywords. If you’re targeting local real estate terms, monitor how well you rank for terms like “[city] homes for sale.”
Bounce Rate: A high bounce rate means visitors leave your site quickly. If you have a high bounce rate, it might indicate that your website isn’t meeting users’ needs.
Conversion Rate: The percentage of visitors who take a desired action, such as filling out a contact form or calling you. This clearly shows how well your site is turning visitors into leads.
Backlinks: Track the number of quality backlinks you’re acquiring. This significantly indicates your site’s authority and credibility in real estate.
Tools to Measure Your SEO Success
Google Analytics: This free tool allows you to track your website’s traffic, bounce rate, and conversion rates.
Google Search Console: This tool helps you monitor your website’s performance in Google Search, showing you which keywords are bringing visitors and how your pages rank.
SEMrush: This tool provides detailed reports on keyword rankings, backlinks, and competitor analysis.
Ahrefs: Great for tracking backlinks and keyword performance over time.
These tools will give you the data to optimize and adjust your real estate SEO strategy.
Common Real Estate SEO Mistakes to Avoid
Overlooking Local SEO
Local SEO is critical for real estate businesses, and many websites fail to optimize for local searches. Ignoring this can mean missing out on clients in your area.
How to Avoid It:
Claim and optimize your Google My Business listing, target local keywords, and get local backlinks.
Ignoring Mobile Users
More people browse real estate websites on their phones than ever before. If your site isn’t mobile-friendly, you’ll lose potential clients.
How to Avoid It:
Use responsive design, test your website on multiple devices, and focus on fast load times to ensure a smooth experience for mobile users.
Thin or Duplicate Content
Content that’s too short, not informative, or duplicated from other sources can hurt your SEO efforts. Google values original, high-quality content that answers user questions.
How to Avoid It:
Focus on creating unique, helpful content that answers common questions in real estate. Use long-form content where necessary to provide in-depth information.
Not Updating Your Content
SEO is an ongoing process. If your content isn’t regularly updated, it can lose its relevance and cause your rankings to drop.
How to Avoid It:
Make it a habit to update older blog posts and listings. Add new listings and fresh content regularly to keep your website current.
Forgetting to Optimize for Featured Snippets
Featured snippets (those quick answers that appear at the top of search results) are an excellent opportunity to increase visibility. However, many real estate sites overlook this.
How to Avoid It:
Optimize your content to answer questions directly and concisely. Use bullet points, numbered lists, and clear headings to improve your chances of appearing in a featured snippet.
The future of real estate SEO will be shaped by new trends, technology, and evolving consumer behavior.
The Future of Real Estate SEO and Trends to Watch
The Rise of Voice Search
As voice-activated devices like Siri, Alexa, and Google Assistant become more common, voice search is essential for SEO. People now search using natural language, asking more conversational questions.
How to Prepare:
Focus on long-tail keywords and phrases that sound more natural in speech.
Optimize your content to answer questions directly and concisely.
Add FAQ pages to target voice searches that ask “How,” “What,” or “Where” questions.
Artificial Intelligence and Machine Learning
AI is playing an increasing role in search engine optimization. Google’s algorithms, such as RankBrain, use AI to understand search queries better and deliver more relevant results.
How to Prepare:
Keep up with algorithm changes and adapt your content accordingly.
Use AI tools to improve your keyword research and content creation processes.
Make sure your website is fast, mobile-friendly, and full of high-quality content.
Video Content in Real Estate SEO
Video content is becoming a dominant force on the web. Real estate listings with video tours or informational videos attract more engagement than text-based listings alone.
How to Prepare:
Create virtual tours for your listings and upload them to YouTube or your website.
Optimize video titles and descriptions with relevant keywords.
Include videos in your blog posts or property listings to make your content more engaging.
Increased Use of Interactive Content
Interactive content, like property search tools, mortgage calculators, and quizzes, can boost user engagement and keep visitors on your site longer.
How to Prepare:
Consider adding interactive tools to your website that allow visitors to search for properties or estimate mortgage payments.
Create quizzes or surveys that help potential clients figure out their needs.
Breaking It Down for You
Real estate SEO drives traffic, generates leads, and stands out in a competitive market. Implementing the strategies outlined in this guide, from mobile optimization and page speed improvements to building high-quality backlinks and tracking your progress, can enhance your online presence and attract more potential clients. Remember, SEO isn’t a one-time effort; it requires ongoing attention and adaptation to keep up with changing search algorithms and market trends. By staying on top of the latest SEO techniques and providing a positive user experience, you’ll improve your chances of ranking higher in search results and capturing valuable leads for your real estate business. Incorporating AI tools, optimizing for local searches, and embracing new trends like voice search and video content will help you stay ahead of the competition. Keep evolving and refining your SEO strategy; you’ll soon see the benefits of increased visibility and business growth. Now is the time to invest in real estate SEO to ensure long-term success in the digital age.
Organic SEO improves your website’s visibility through natural methods, like optimizing content, technical elements, and backlinks. Paid search involves running ads (such as Google Ads) to appear at the top of search results. While paid search can deliver instant traffic, organic SEO offers long-term benefits and is more cost-effective in the long run.
Real estate SEO is a long-term investment. It typically takes 3 to 6 months to start seeing noticeable results, depending on your competition and the effectiveness of your SEO strategy. Remember that SEO success builds over time as you refine and improve your tactics.
For most real estate businesses, local SEO should be the primary focus. Real estate is inherently a local business, and optimizing for local search terms will help you reach customers in your specific market area. National SEO may be relevant if you’re targeting a broader audience or handling nationwide listings, but local SEO will yield the best results for most real estate agencies.
One of the most common mistakes is not optimizing for local SEO. Many new businesses neglect to claim their Google My Business listing or don’t target local keywords. Other mistakes include having slow load times, poor mobile optimization, or failing to update content regularly. Ensuring you focus on the basics, like mobile-friendliness and local keyword usage, will help you avoid these pitfalls.
Content marketing is a crucial part of real estate SEO. High-quality, informative content, such as blog posts, neighborhood guides, and listing descriptions, can help you rank for various keywords. It also builds trust with potential clients and shows that your business is a valuable resource for real estate information. Regularly publishing fresh content is key to maintaining rankings and staying relevant in search results.
While social media does not directly affect your search rankings, driving traffic to your site and building your brand is essential. Sharing property listings, client testimonials, and real estate tips can engage potential clients and encourage them to visit your website. Social signals from platforms like Facebook, Instagram, and LinkedIn can also help increase your online presence and credibility.
Choosing the right keywords starts with understanding what your target audience is searching for. Use keyword research tools like Google Keyword Planner or SEMrush to find terms relevant to your services and location. Focus on a mix of short-tail keywords (like “real estate agent”) and long-tail keywords (like “homes for sale in [city]”). Don’t forget to incorporate local keywords and phrases matching your market’s needs.
Yes, backlinks are still a key factor in SEO. Backlinks signal to search engines that your website is trustworthy and authoritative. For real estate websites, gaining backlinks from local businesses, industry directories, and real estate blogs can significantly boost your site’s credibility and search engine rankings.
A great user experience (UX) starts with a clean, easy-to-navigate design. Ensure that your website is fast-loading, mobile-friendly, and intuitive to use. Make it easy for visitors to search for properties, view photos, and contact you. Clear calls-to-action, like “Contact Us” or “Schedule a Tour,” should be visible and straightforward. Reducing clutter and focusing on the needs of potential clients will lead to a better user experience and SEO outcomes.
You can start with SEO by following best practices, using SEO tools, and learning from available resources. However, SEO can be complex, especially for real estate businesses competing in local markets. If you find the process overwhelming or lacking time, hiring an experienced SEO professional or agency can help you achieve faster and more sustainable results.
Use tools like Google Analytics and Google Search Console to track your SEO performance. These platforms provide insights into traffic, user behavior, keyword performance, and website errors. You can also use third-party tools like SEMrush or Ahrefs to monitor keyword rankings, backlinks, and competitor performance. Regularly reviewing these metrics will help you assess the effectiveness of your SEO efforts.
Offsite Resources For You
Moz – A comprehensive resource for all things SEO, including guides, tools, and blog posts that can help real estate professionals improve their SEO strategies.
Search Engine Journal – Offers detailed articles, case studies, and expert opinions on SEO, including real estate-specific tips and strategies.
Ahrefs – A powerful SEO tool that can help with keyword research, backlink analysis, and tracking real estate SEO performance.
HubSpot – Provides helpful resources on content marketing, SEO, and inbound strategies, which are crucial for real estate businesses.
Neil Patel – Offers free SEO tools, tutorials, and blogs, focusing on practical SEO strategies, including for real estate websites.
Search Engine Land – Offers industry news, tips, and updates on SEO and digital marketing trends, including strategies relevant to the real estate sector.
What's Next?
As a reminder, the SEO tips shared on this page were provided by our co-founder, Matt LaClear. Since 2009, Matt has worked on over 13,277 SEO campaigns for clients, making him an experienced authority in the field.
Now, it’s your turn to benefit from Matt’s expertise! Please take advantage of his special offer for a free custom SEO strategy call. This is your chance to get tailored advice to help take your real estate business’s SEO to the next level. Don’t miss out on this opportunity to get personalized insights that could lead to better visibility, more leads, and increased sales.
