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What is Real Estate SEO

Attract more buyers & sellers! Learn how Real Estate SEO gets your website found by local leads searching for homes or properties for sale

Do you want more people to find your real estate website on Google? Then you need to learn about Real Estate SEO. SEO is all about setting up your website to get higher rankings in Google’s search results.  If you are new to SEO, check our SEO guide for beginners to know more.

When someone searches for something related to real estate services in your area, you want your website to be right at the top of the results they see. Isn’t that right? That’s where SEO comes in! With good SEO, your website will get way more visitors, leads and sales from Google searches.

This step-by-step guide will teach you everything you need to know about optimising your real estate site for higher rankings!

What is Real Estate SEO

Search engine optimization (SEO) is crucial for any real estate agent looking to get more visibility, increase website traffic and leads from potential clients searching online. With the vast majority of home buyers and sellers now starting their journey on the internet, having a strong SEO and PPC strategy in place for your real estate website and online presence is absolutely essential. 

At its core, real estate SEO is all about optimising your website and its content to rank higher in search engines like Google for relevant keywords and queries related to your geographic market and services. An effective SEO approach covers elements like keyword research, on page SEO optimisation, link building, local listings management, schema markup implementation, and more.

By investing the time and resources into properly optimised for search engines, your real estate business can reap major benefits like increased online visibility, more qualified organic traffic, higher engagement and conversions, and ultimately more deals and revenue. 

Quick Summary

How To Implement Real Estate SEO Strategy

Keyword Research

The first step is to find the right competitive keywords, the words and phrases that people actually type into Google when looking for real estate services. Some of the most popular real estate keywords include: 

  • Real estate SEO
  • SEO for realtors 
  • Real estate SEO tips
  • Real estate SEO services
  • Best SEO practices for real estate
  • Local SEO for real estate
  • Real estate website SEO
  • SEO for real estate agents

It’s also important to look at the full search queries people use, such as:

  • What is real estate SEO?
  • How to improve SEO for a real estate website?
  • Best SEO tips for real estate?
  • What are the benefits of SEO for real estate?  
  • How to do local SEO for real estate?
  • Why is SEO important for real estate?
  • How to rank a real estate website on Google?

Once you know the keywords related to your services, you can optimise your site’s EEAT content to target those terms.

On Page SEO Optimisation

This means editing the actual text and code on each page of your website to make it more search engine friendly. Here are the key on-page elements to optimise: 

  • Page Titles & Headings: Use your target keywords in the title tag, meta tags, and header tags (H1, H2, etc) of each page.
  • Body Content: Sprinkle the keywords throughout the body text naturally, but don’t overdo it. Write for humans first!
  • Meta Descriptions: Create a short, compelling description for each page that will entice people to click through from the search results.
  • Images: Give your images descriptive file names and alt text related to the keywords for that page.
  • Internal Linking: Link between the relevant pages on your site using descriptive anchor text to show Google how they are connected.
  • Page Speed & Mobile: Make sure your pages load quickly and are mobile-friendly, as Google prioritises fast, mobile sites.

Following On page SEO 2024 best practices helps search engines easily understand what each page is about so they can rank it for the right keywords.

Off Page SEO Optimisation

While on-page is crucial, Google also looks at off-page factors like backlinks and brand mentions to judge a site’s authority. Backlinks are when other websites link to your pages.

The more high-quality, relevant websites that link to your real estate site, the more it signals to Google that your content is valuable and trustworthy. This can give a huge boost to your search rankings over time.

Some effective tactics for building backlinks include:

  • Guest blogging on real estate blogs or local news sites
  • Getting featured or mentioned by real estate influencers
  • Sharing awesome content on social media to get natural links
  • Seeking out partnership opportunities with related businesses


Just don’t try to take shortcuts with spam links or paid linking schemes, as Google can penalise you for that. Check the Google site reputation abuse policy to know more.

Local SEO for Real Estate

Since real estate is inherently tied to geographic locations and areas, local SEO is extremely important. You need to optimise your online presence so Google can easily connect you with local search queries.

Key local SEO signals to focus on include:

  • Google My Business: Claim and fully optimise GMB listing with your office location, hours, images, videos and more. Encourage clients to leave reviews.
  • Local Citations: Get your business listing information (NAP name, address, phone) consistently listed across online directories, maps, apps, etc. 
  • Location Pages: Create dedicated pages for each neighbourhood, city or zip code you serve, with locally-optimised content.
  • Local Links: Get backlinks and citations from local organisations, sponsors, blogs, news sources, community sites, etc.

By building up a strong local SEO foundation, your site will be well-positioned to rank highly for real estate searches with geographic transactional search intent in your service areas.

Technical SEO for Real Estate

Along with the content and links, some technical factors also impact your website’s ability to rank well in Google. Make sure to cover the following: 

  • How Site Speed Impacts SEO: Real estate sites should load in under 3 seconds. Optimise images, use caching, upgrade hosting, implement a CDN.
  • Mobile Friendliness: Ensure your site offers a flawless, easy-to-navigate experience on mobile devices.
  • Security: Get an SSL certificate so your site has HTTPS enabled, which is safer and trusted more by Google.
  • Indexability: Make sure there are no crawler issues preventing search engines from easily accessing your pages.
  • Error Monitoring: Routinely check for broken links and fix them, 404 pages or other error messages that could hurt your SEO.
  • Analytics/Tracking: Set up web analytics to monitor your rankings, traffic, top pages, conversions, etc so you can measure your progress.

By checking these technical SEO boxes, you’ll remove any barriers to getting your content properly crawled, indexed and served up in Google’s search results.

Real Estate Content Marketing

Publishing high quality content on a consistent basis is crucial for real estate SEO success. Google wants to see a steady stream of fresh, relevant and authoritative content. 

Some of the most effective content types for real estate include:

  • Local Guides: In-depth city/neighbourhood guides packed with information for home buyers and sellers.
  • Market Updates: Monthly or quarterly reports on real estate trends, pricing, inventory levels, etc in your area.
  • Listing Content: Detailed listing descriptions, high-quality photos, virtual tours, floor plans, area info and more.
  • Blog Content: Articles on home buying/selling tips, moving guides, local events/attractions, contractor advice, etc.
  • Visual Content: Videos of property tours, graphic reports, infographics on data/stats and more.

By consistently putting out excellent content tailored to your audience’s needs and interests, you’ll demonstrate your expertise while keeping people engaged with your brand.

Advanced Real Estate SEO Tactics

Once you’ve nailed the basics, you can start exploring more advanced search optimization strategies like: 

  • Schema Markup: Adding structured data to your listings can enhance how they get displayed in Google with rich results.
  • Voice Search Optimisation: As more queries shift to voice, you’ll need to optimise for more conversational keyword phrases.
  • AI & Automation: Use AI-powered tools to automate SEO tasks like data analysis, competitor analysis and keyword tracking.
  • UX Signals: Focus on metrics like click-through rate (CTR), dwell time and engagement, as Google uses these as ranking factors.
  • Real Estate SEO Tools: Invest in premium SEO tools like Ahrefs, SEMrush, Moz, etc for advanced tracking and reporting. Check our list of top free SEO chrome extension to help you cost effectively.

The real estate space is getting more and more competitive from an SEO perspective, so these advanced tactics can help you gain an edge over time.

SEO Measurement & Adjustment

Consistent tracking and detailed SEO analysis is vital to any successful real estate SEO strategy. You need to be able to measure your results and impacts, so you can refine and adjust your approach as needed.   

Key SEO metrics to monitor and report on:

  • Organic traffic levels (overall and by landing pages)
  • Ranking positions for target keywords
  • Number of backlinks and referring domains  
  • Local listing signals (reviews, engagement, etc)
  • Conversion rates from organic traffic
  • Technical SEO health/errors

By digging into the data, you can identify strengths, weaknesses, and opportunities for improvement in your SEO efforts. Always be testing and optimising!

Real Estate SEO Case Studies

Still not sold on the power of SEO for real estate? Let’s look at some real-world examples from the UK: 

  1. Shortland Horne 

    • The SEO strategy included a focus on local SEO UK, competitive keyword research targeting the primary keyword “Estate Agents Coventry,” content optimisation, technical SEO improvements, and a robust link-building campaign.
    • This approach led to significant improvements, with Shortland Horne achieving top positions on Google’s first page for competitive keywords. They saw over 4,000 website clicks and 2,000 calls through Google business profile optimization alone. Their monthly organic traffic increased to over 7,000 visitors, a marked improvement from the initial 2,000​ .
  2. Estate Agents SEO 

    • They Implemented a tailored SEO strategy focusing on technical SEO, content optimisation, keyword research, and enhancing local SEO best practices. This included optimising website speed, creating valuable content, and building internal and external links.
    • It increased in organic traffic and conversion rates. Their approach provided an average return on investment (ROI) of 15 times for their clients. Their clients achieved higher visibility in search results, which translated into more leads and increased revenue​​.

Stories like these highlight how investing the time and resources into a powerful SEO strategy can pay huge dividends for real estate businesses.

How Can We Help You?

Still feeling a bit overwhelmed by all the different SEO factors for your real estate website? We offer full-service SEO solutions tailored specifically to the real estate industry. 

Having a website that gets found on Google can be an absolute game-changer for real estate agents, teams, brokers, and companies of all sizes. With so much of the home buying and selling process now happening online, SEO has to be a top priority.

By implementing a smart, well-rounded SEO strategy, you can drive a consistent flow of high-quality organic traffic and leads from potential buyers and sellers searching Google for properties and services in your market.

We are UTDS Optimal Choice, one of the best digital marketing agency in Europe with clients around Spain, Albania, and the United Kingdom. Our team of experienced SEO professionals can handle every aspect of optimising your website, from technical audits and keyword research to on-page optimisations, link building, local SEO, and more.

Ready to partner up? let us take your real estate SEO to the next level. Contact us here to discuss your goals and business needs. We’d love to hear from you! 


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