Did you know that 75% of search engine users never go past the first page of Google results?

Surprised?

With this important fact in mind, you'll understand that SEO for real estate agencies is the essential piece that will allow you to boost your business online and stand out from your competitors.

But what is SEO for real estate agencies?

If you work in the real estate sector, you'll know how important search engines are for marketing in your field. What you may not have known is how important it is for your company's website to stand out at the very top of the SERPs.

To achieve this, you can implement optimization and ranking strategies for SEO for real estate agencies, which aim to get your website to appear first in the results.

Applying these techniques will help more people visit your business website, which translates into more potential clients and, therefore, more buying, selling and renting of properties.

Why do you need SEO for real estate agencies and what are its benefits?

In this market it's important to stand out from other companies in the sector, not only in the services you offer, but in the way you offer them.

This is probably one of your current headaches, and the reality is that with all the supply available in the market, if your site isn't well optimized and well ranked on Google, it's as if it didn't exist at all.

To prevent this from happening to you, it's crucial that your real estate agency has good SEO.

Good optimization will make your potential clients' lives easier, because when they run a search using a keyword or phrase, your company will appear in the top positions on Google. This will improve the user experience and build trust and credibility in your business.

Generally, a client who performs a specific search in this sector focuses on 3 groups of keywords and their possible combinations: Type of transaction, type of property and location:

Starting from this structure, you'll have the set of keywords you should work on and the priority of each one.

When thinking about an SEO strategy focused on sales, it's important to have a landing page that, in addition to offering properties, includes for example valuations, which will result in an increase in keywords and, therefore, in profitability.

As you can see, a different strategy must be built for each type of transaction.

For example, if we want to work with rentals, which we already know is the activity that brings in the least income for the business, it's necessary to have a larger volume of properties. This, in turn, will capture a good amount of searches for certain keywords, meaning you'll be working with a higher volume of searches.

Meanwhile, on the Home page, we can focus on more general keywords.

This is why it's important for the SEO strategy for real estate agencies to be developed across different pages (landing pages) and with different levels of keywords.

It's essential that the landing pages for transactions (rental, purchase, sale) are each built on a different URL, since they return results for the prospect's search and serve long-term strategies, as the pages can be constantly updated as the business's offering changes.

By using these kinds of strategies, over time you'll achieve an increase in qualified organic traffic, meaning more visits to your website. This, of course, will improve your brand's overall branding, increase inquiries and have a positive impact on boosting conversions.

What does a regular SEO package include and how does an SEO strategy for real estate agencies work?

Managing a real estate business takes a lot of time. Analyzing and putting an SEO strategy into practice does too, which is why the best option is to have an agency create a customized plan and handle all that work for you.

SEO experts can put together a package tailored to your business, which will include:

  • An audit of your current website
  • Competitor analysis
  • Optimization of your website's content
  • Implementation of local SEO strategies
  • Creation and optimization of quality content
  • Implementation of backlink strategies.

6 steps to a solid SEO strategy for real estate agencies

Research and analyze the competition

An SEO specialist will analyze the quality of the content your competitors publish, their backlinks and the keywords they use most.

Knowing this, they can develop valuable content that delivers better performance.

Perform a site audit

When performing an audit, what we look at is how optimized your current page is. At this stage, we're not concerned with how nice your graphic design is, but rather with the things that matter for Google to rank you.

This is how we can evaluate, for example: your page's loading speed, the responsive design, meaning whether your page adapts to the different formats of mobile devices and, of course, indexing.

Another point to audit is your page's structure, since the maximum depth of your website should not be greater than 4 clicks. If Google finds that your pages aren't all interlinked with each other, or can't move forward or backward from one page to another, it may deduct authority points from you.

Research the niche keywords

This is no small matter, quite the opposite, since keywords or keywords must be researched and analyzed in detail, in order to find those that reach your potential client.

When we talk about keywords, we're referring to the terms or phrases that describe the content of your website and are essential for Google to rank your site.

It's worth clarifying that they must be incorporated naturally into your website's content, using the same tone of voice your client would use when performing the search in the SERPs.

Google My Business and local SEO

Within SEO for real estate agencies, we can't overlook working on local SEO.

In the property niche, it's fundamental to be indexed among local businesses. If you're visible among nearby businesses, you'll be able to stand out even more and stay one step ahead of the competition.

The Google My Business (GMB) platform is the tool that will help you boost your online presence as a leading company in the area.

By keeping your real estate agency's listing updated and optimized, it will be very easy for your client to find you.

Content creation and optimization

Here we need to talk about a content strategy optimized for SEO.

To do this, you need to know your ideal client in depth, along with their habits and preferences, in order to create content that is interesting to them and related to the real estate business.

This type of content must include the keywords within a logical, easy-to-read structure that captivates your client and provides them with an optimal user experience.

Outreach: contacting journalists and influencers

Outreach, or reach-based SEO, is based on creating links from external sites (off-page SEO). These kinds of links, as well as backlinks, are indispensable for promoting your business's organic ranking.

As part of the project to increase your brand's authority, trust and credibility, it's important to have links within the content of trustworthy websites. To achieve this, authorized editors who are influencers within the sector, or journalists who already have their own audience that trusts them and consumes their content, are used. This type of consumer becomes a potential client for your company.

Conclusion

We've seen that the real estate sector is a niche that is constantly evolving, which forces business owners to keep up with the SEO strategies that emerge and to maintain regular updates.

Remember that implementing SEO strategies will help drive the success of a digital marketing campaign for your business. This way, your company will be able to achieve total online visibility and attract a greater number of potential real estate buyers/sellers to the website.

Ultimately, if you want your real estate agency to succeed in a highly competitive market like today's, you'll need to invest right now in a good SEO strategy.