Table of Contents
Introduction
Are you considering a career in real estate? You’re not alone. The United States is currently experiencing a record number of real estate agents, with many joining the industry in recent years. However, the number of houses available for sale is at an all-time low. To stay ahead of the competition, you need a strategy to attract potential buyers, and that’s where real estate local SEO comes in.
Real estate SEO involves optimizing your website to improve its visibility on search engines. By implementing effective SEO strategies, you can increase web traffic, reach your target audience, and generate more leads and conversions.
In this comprehensive guide, we will explore why real estate professionals need SEO, the unique challenges of real estate SEO, the importance of local SEO, and best practices to improve your real estate SEO strategy. We will also discuss the benefits of using tools and agencies to enhance your SEO efforts. Let’s dive in!
Why Do Real Estate Professionals Need SEO?
As a real estate professional, you may be wondering why you need to invest in SEO. After all, shouldn’t your website appear when people search for homes in your area? While that would be ideal, without a real estate SEO strategy, your listings may not reach the right audience.
The majority of homebuyers, around 99%, use the internet to search for properties. To ensure your target audience finds you, you need to optimize your website and content for search engines. By doing so, you can:
- Stand out from your competitors
- Grow your business
- Generate more leads
- Increase sales and income
In fact, real estate agents who invest in SEO make 2-3 times more sales every month compared to those who don’t. While this may not seem like a significant difference, it can translate to thousands of additional dollars in revenue.
However, real estate SEO has its unique challenges. Let’s explore the factors that set it apart from SEO in other industries.
What Sets Real Estate SEO Apart?
Real estate SEO is different from SEO in other industries due to how customers search for homes and the nature of the product. Here are some key differences:
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Longer customer journey: The process of buying a home is complex and often involves multiple stages. Buyers tend to start with a generalized search before narrowing down their options. To capture the attention of these homebuyers, real estate agents need to create regular content such as social media posts and blogs. They also need to focus on providing suburb overviews, property images/listings, and market reports to guide buyers through the real estate buying process.
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Ongoing SEO efforts: Real estate SEO is not a one-time project. The real estate market is constantly changing, which means keywords and content need to be regularly revised and updated. Real estate agents must also regularly review and adjust their on-site and off-site SEO strategies.
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Local and national keyword ranking: While businesses in other industries typically focus on ranking for keywords relevant to their city or region, real estate agents need to rank for both local and broader keywords. Homebuyers often start with a broader search before narrowing down their options, so real estate agents must rank highly for both local and broader keywords to reach their target audience effectively.
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Specific information search: People searching for homes often look for specific information such as home prices, school district data, commute times, crime rates, proximity to other cities, public transportation, medical care availability, social/cultural life, and employment opportunities. Real estate agents need to focus on local SEO to provide this information and cater to the specific needs of their target audience.
Now that we understand the unique challenges of real estate SEO, let’s delve into the importance of local SEO for real estate professionals.
Real Estate and Local SEO
Local SEO is a proven method to attract potential homebuyers to your business. While on-page, off-page, and technical SEO are important aspects of your digital marketing efforts, optimizing your website and online listings for relevant local keywords is crucial to appearing in search results when potential clients are looking for a local agent.
However, simply optimizing your website is not enough. There are several ranking signals that search engines consider when determining where to rank your website in search results. These signals include:
- Google Business Profile listing
- Link signals (backlinks)
- Review signals (online reviews)
- On-page signals (domain authority, keywords, etc.)
- Citation signals (mentions of your business on profiles)
- Behavioral signals (consumer responses such as click-throughs, checking reviews, and reading posts)
- Personalization signals (based on search location)
- Social signals (social media shares, likes, and visibility)
To maximize the benefits of local SEO, here are some best practices for real estate professionals to keep in mind:
1. Ensure your website is mobile-friendly
With 72% of buyers using a tablet or mobile device during their search, it’s crucial that your website is optimized for mobile viewing. Make sure visitors can easily navigate and view your website on small screens.
2. Use keyword-rich titles and descriptions
Potential homebuyers often use keywords like “homes for sale in [city]” or “[city] real estate listings” when searching online. Include these keywords in your website’s titles and descriptions to improve your chances of appearing in search results. You can use tools like Ubersuggest to generate keyword ideas.
3. Use high-quality images
Homebuyers want to see well-lit, clear photos of properties before scheduling a showing. Use high-quality images on your website and add alt text for SEO and accessibility purposes. Include keywords, concise and descriptive language, and provide context for the images.
4. Include local keywords on your website
To help potential buyers find you when searching for properties in your area, incorporate local keywords throughout your website. This will improve your visibility in local search results and increase the likelihood of attracting relevant traffic.
Including your location in web page titles and tags helps search engines understand your geographic relevance and show your website to people searching for properties in that area.
6. Ask for reviews
If you have satisfied clients, don’t be afraid to ask for reviews. Positive reviews can boost your credibility and attract more potential buyers. Send a short email to clients after closing a deal and politely request a testimonial.
Social media is a powerful tool for real estate agents. It allows you to showcase property images, share testimonials, and tell success stories. Facebook, LinkedIn, and Instagram are popular platforms among real estate agents. Facebook’s demographic aligns well with the target market for real estate agents, and the platform offers various business features. LinkedIn enables networking with others in the industry and showcases work history, while Instagram is ideal for sharing stylish home images.
8. Offer virtual tours
Take your prospects on a virtual tour of the property to provide a detailed view and enhance your SEO by increasing web traffic.
By following these best practices and incorporating local SEO strategies into your real estate marketing plan, you can improve your chances of ranking higher in search engine results and increase your website’s visibility to attract more leads.
The Benefits of Tools and Agencies for Real Estate SEO
While implementing real estate SEO strategies is essential, it can be challenging if you’re not an SEO expert. Fortunately, there are tools and agencies available to assist you. These resources can save you time and help you optimize your SEO efforts effectively. Here are some recommended tools for real estate SEO:
Ubersuggest for Real Estate
Ubersuggest is a free tool that provides keyword suggestions and insights to get you started with SEO. Simply enter a seed keyword, and Ubersuggest generates a list of related terms to target. It also provides valuable information such as search volume, CPC, content ideas, and competition level for each keyword.
Moz Local for Real Estate
Moz Local is a tool that helps you optimize your business listings for search engines. It ensures that your NAP (name, address, and phone number) is consistent across the web and allows you to claim and manage your business listings on popular directories like Google Business Profile.
Semrush for Real Estate
Semrush is a powerful SEO tool that can help you optimize your website for better search engine rankings. It offers features such as on-page and local SEO optimization, competitor analysis, content optimization, and keyword research.
Google Business Profile for Real Estate
Google Business Profile offers a free listing where you can display your business information, including your name, address, opening times, and photographs. This listing increases your online visibility and allows potential customers to find you easily.
While tools can be beneficial, creating a successful real estate SEO strategy requires time, energy, and expertise. If you find SEO overwhelming or are unsure where to start, working with a digital marketing agency can be a wise choice. An agency can:
- Provide contractual services, eliminating the need to hire a full-time employee. This flexibility is particularly useful in a dynamic industry like real estate, where factors such as the economy and location can influence business demand.
- Help you identify and track essential metrics. Tracking metrics such as time to close, closing rate, and cost per lead can provide valuable insights into your business and help you make informed decisions.
- Free up your time to focus on running your business while the agency handles your SEO strategy. As a real estate professional, you likely have limited spare time and often work outside regular business hours. Partnering with an agency allows you to offload the SEO responsibilities and concentrate on growing your business.
- Analyze data and utilize insights to improve your campaigns and target new audiences. One common reason real estate agents fail is their failure to identify a niche. An agency can help you identify your niche based on data analysis and create campaigns that resonate with your target audience.
- Provide a full suite of services, including content production, social media marketing, and audience targeting. This comprehensive approach ensures that all aspects of your digital marketing strategy align and work together seamlessly.
In conclusion, real estate SEO is crucial for any agent who wants to stand out in the competitive market. By implementing best practices and utilizing tools or agencies, you can improve your website’s visibility, attract more targeted traffic, and generate more leads and conversions. Remember that SEO results may take time, so be patient and continuously monitor and review your strategy until you achieve the desired outcomes.
Do you use real estate SEO to boost your business? Share your experiences and strategies in the comments below!
