If you've spent time and money developing a website, it can be frustrating to find that your site is not making an impact in online searches. There are a variety of search terms you might choose to optimize for online: those related to your local market, your specialty niche, or local amenities or attractions. We want to give you 10 concrete, actionable strategies for real estate SEO (search engine optimization).
One of the most important aspects of ensuring solid SEO for your real estate website is having completely organic, unique content. Many do-it-yourself websites -- and even some so-called professionally designed sites -- use generic content that could be duplicated across dozens or even hundreds of sites. That is a sure way to destroy your SEO, since Google punishes sites that appear to be plagiarized or inorganic.
In 2018, 58% of website visits were from mobile devices rather than desktops. Because of the prevalence of mobile devices as a key entry point for web traffic, search engines give preference to mobile-optimized site. Seamless mobile integration while maintaining function and design is not an optional element -- it is a necessity.
All of the content on your website -- webpages, headers, and additional content like blog posts -- should be optimized with the keywords for which you want to rank. Besides a keyword search for the terms you are interested in, your real estate SEO expert should also conduct a competitor keyword search to see what your highest ranking competitors are optimizing for. Then use well-integrated content creation to weave those keywords into your website on both the front and back end.
Many people start blogging with good intentions but find that the work of turning out thousands of words of content on a regular basis becomes a chore. Prioritizing blog posts -- whether by setting aside the time on a regular schedule or outsourcing the task in order to ensure consistent posts -- allows you to continue to add new keyword-optimized content to your website. Choose to upload on a consistent basis -- bi-weekly, weekly, or monthly, for example -- in order to give subscribers a predictable schedule to follow.
Among your blog posts you should have a few 2000+ word posts in order to improve your real estate SEO. These longform posts should be evergreen-type content such as an Ultimate Guide for Home Buyers, a Step-by-Step Guide to Evaluating Homes for Sale, or a Complete Moving Checklist. Think about a ratio of 4:1, shorter posts to longforms and you should see a boost in your search engine results and rankings.
When optimizing pages, blog posts, and other text, you'll have the opportunity to write a sentence or two giving the gist of the content. This meta-description helps to establish the purpose of the page and offers you an opportunity to use your keywords as you drive traffic through an interesting, attention-getting bit of insight into the page's highlights.
In order to establish the value of your page, you need consistent, organic traffic. Using effective social media strategies, email blasts, and other techniques to keep pageviews coming in consistently shows search engines that your site is good enough to recommend -- and to rank higher.
For many real estate agents, establishing themselves as top of mind in a particular neighborhood, town, or city is essential to growing the business. Yet many real estate SEO experts optimize only for general real estate terms, not for geographic markers and market identifiers. Make sure that there is ample local content on your real estate website in order to attract the local buyers and sellers you are looking for.
One of the elements of increasing SEO for real estate websites is ensuring that sufficient social media signals are being sent to the website. For search engines, this indicates that people are sharing the content, thus they are finding it useful. Make sure that you are sharing the website content on your own social media platforms on an ongoing basis. And remember, you don't need to share a blog post only the day it comes out. You can continue to share it in a rotation with other, new content.
Whenever another website links to your content, it shows search engines that your articles or webpages are useful, meaningful, and helpful to others -- so much so, that they are sharing it with their readers as well. If you have friends and colleagues who blog, discuss with them the possibilities of linking to each other's content. For example, if you have a lender friend or title company officer with a blog, you could link to an informative article on their blog and have them do the same for yours. You may also discuss guest blogging on each others' platforms, with links back to your own.
Some of these strategies, like design details or keyword optimization, will require the help of an SEO expert specializing in real estate website design. Some of the strategies, like blogging or social media sharing, can be done on your own. However, if you don't have time for those, you might consider working with a real estate marketing agency in order to outsource content creation and ensure that it maximizes SEO for your real estate website.
Real estate SEO doesn't have to be complicated. The main things to remember when developing content for your website -- whether for a permanent static page on the main menu or for a blog post -- are the following:
Organic, original content only
Keyword optimization, including local search terms
Ongoing promotion and social sharing to drive traffic long term.
As long as you are following these practices consistently, you'll start to see the results you want. Whether you are upgrading your existing website or planning a new one, keep them in mind for better SEO.Back to blog