As an experienced digital marketer, I know just how important SEO is to my marketing campaigns. But digital marketing doesn’t have a one-size-fits-all solution. Every industry is different, and on top of that, businesses can become rather niche-specific. Therefore, I need to refine and customize techniques depending upon who my clients are and their relevant industry. So when it comes to real estate SEO, I can’t simply take any generic strategy and hope for the best.
The real estate industry is huge and very competitive.
That means digital marketing for real estate companies is now more essential than ever. According to the National Association of REALTORS, 5.34 million existing homes and 682,000 newly constructed homes were sold last year. More importantly, they found that nearly 50% of homeowners found their desired properties through online sources. That means a real estate SEO consultant needs to focus on perfecting search engine optimization.
And this begins with customizing your SEO strategies so that your services align with what real estate agencies require. Furthermore, it will keep your real estate marketing approach spot on.
Do I need to worry about real estate SEO services?
If you’re wondering whether you need to invest in real estate SEO, let me give you a few reasons to help you decide.
Your competitors and customers are online. You need to ensure your potential customers find you first. And that is only possible if you have a strong, targeted SEO campaign.
More importantly, if you look at the bigger picture, you’ll realize that the greatest benefits of real estate SEO include improving conversions and enhancing consumer engagement.
In order to beat your niche’s competition and rank higher in SERPs, you’re going to have to explore all the general components of SEO but from the real estate industry’s perspective. That requires leveraging data analytics, keyword research, market research, and much more to create a data-driven SEO campaign that helps deliver business-impacting results.
It doesn’t have to be. I’m here to guide you through the steps so that you can stand out in the real estate market. Ready to optimize for Real Estate SEO?
Real Estate SEO in 8 easy steps
Utilize the right keywords
Real estate SEO guides will tell you that all campaigns begin with keyword research. Keywords are the backbone of all SEO campaigns. However, not all of them are equal. In order to achieve the right results, you need to research and identify the ones that are high in search intent and search volume.
Typically, the more long-tailed the keyword, the higher the intent, the better they convert. Nearly 70% of searches are for long-tail keywords. Some of the best real estate SEO keywords include:
- “city name” real estate
- “city name” homes for sale
- “property type” for sale in “city name + state abr”
- “city name + state abr” real estate
Search engine optimization in real estate takes a considerable amount of research and continuous effort. You should analyze keywords regularly and measure the results to ensure your efforts remain on track.
Make Your Website Mobile-Friendly
We are still in the midst of a pandemic. That means more people are online, and homebuyers are no different. They are conducting preliminary research through the internet before heading on down towards a prospective property.
According to NAR, 89% of new home shoppers use a mobile search engine at the beginning and throughout their research. To align with this huge consumer base, all you need to do is ensure that your website operates flawlessly on a mobile device. After all, 75% of users judge a company’s credibility based on website design alone, quotes kinesis.com.
Real estate companies can ensure that consumers are happy from the get-go by developing a mobile-optimized site. So while this significantly enhances UX, remember that mobile-first is now a criterion that Google uses to rank websites.
Your real estate website should:
- be easy to navigate and read
- load quickly
- have a responsive design
- offer a secure environment
Incorporate content marketing
Every real estate SEO company knows the importance of incorporating content marketing into their marketing mix.
Content that offers expertise on everything real estate, portrays authority, and builds trust among homebuyers. This can increase traffic to your website. The goal is to discuss common pain points of people either trying to buy or sell a property. Why else would more than half (55%) of real estate websites feature information on the home buying and selling process?
Moreover, uploading a variety of content, such as real estate blogs, transcribed videos, 360-degree guides, interviews, etc., can boost engagement and traffic.
Consider the effectiveness of this statistic.
Optimize Visual Content
Any real estate seo expert will agree that visuals can make it easier to consume content. According to Forbes, 91% of consumers prefer interactive and visual content over traditional, text-based media. This couldn’t be more true with homebuyers. 85% of home buyers want detailed information about properties, and 50% prefer to take a virtual tour.
So yes, as a real estate agent, you can drastically improve UX and SEO by incorporating images and video content. Both can give viewers a realistic idea of the place they plan to buy and the surrounding area.
However, the key is to optimize images so that they do not slow down your website’s performance. According to raventools.com, 78% of websites’ on-page issues arise from images. 53% of your users will abandon a site that takes longer than 3 seconds to load.
So the easiest way to improve on-page real estate SEO and help your web page load faster is to use JPEG images instead of PNG/GIF. Moreover, don’t forget to optimize an image with alt text, caption, title, etc. These details help ensure your site gets 37% more clicks from Google Images, states SearchEngineLand. More importantly, it makes your website more accessible.
Create a Google My Business (GMB) profile
One of the easiest ways for real estate businesses to gain more visibility on Google is to create a Google business listing, also known as a Google My Business (GMB) profile. Your GMB listing will improve your chances of appearing in Google’s 3-Pack, an essential aspect of local SEO.
To start off, you need to provide your agency’s name, address, and phone number (NAP). other best practices that will help in optimizing real estate listings on Google include:
- Linking to Google Maps to help people find your real estate agency
- Linking to the company’s website
- Listing operating hours
- Mentioning star ratings and reviews
- Uploading photos of the agency, inside the office and surrounding area, as well as staff members.
- Create one-click access to designated services
- Mention that your firm is claimed/verified.
However, if you want to use a GMB listing as an effective SEO and lead generation tool, information must be consistent across all digital channels, such as your website, social media accounts, and listings in other online directories. Registering on various real estate directories online like Zillow and Trulia will help gain credibility and outbound links.
Focus on Local SEO
As you probably already know, local search is based on the geo proximity of the user. And since homebuyers are often searching for a property closeby, that means your business is more local than global.
So if you want to secure a position in local SERP results, you need to focus on Local Real Estate SEO strategies. Not only will it help you book a spot in Google’s 3-Pack, but it can also significantly promote your agency and generate more leads.
- Register on all three of the following: GMBpage, Google Maps & Google+.
- Ensure NAP citations are consistent
- Make sure listings on local directories such as Yelp, Foursquare, and Yellowpages have been claimed and verified
- Localize content with appropriate keywords
- Implement local business schema on your website
Collect customer reviews
If 91% of people read online reviews, and 84% trust them as much as recommendations from friends, no list would be complete without the mention of incorporating a review, ratings, or testimonial section.
And it’s no surprise that 36% of real estate companies display customer reviews and testimonials on their website. It’s a great way to build trust in your new client and drive traffic to your site. Make sure to engage in review-building tactics on social and search profiles.
Develop a social media presence
An active presence on social media helps build the credibility of your agency. 91% of realtors are using social media, so it should be a part of your real estate SEO strategy as well. As you share content on social platforms, people will leave reviews, like your page, and comment. More importantly, the social proof surrounding your agency will continue to develop.
Every business owner dreams of becoming successful. And your real estate agency is no different. But in order to improve online visibility and competitiveness, you need to apply comprehensive digital marketing strategies alongside SEO best practices. While digital marketing will help promote your agency in the digital landscape, SEO for real estate will help your business expand reach and get noticed by the right audience.
Now that you’ve understood the basics of how to make your website SEO-friendly, are you ready to boost sales by converting mere visitors into potential homebuyers?