February 17, 2018

SEO Strategies for Local Real Estate Services

by Colleen Romero

Your real estate services rock. Except for the SEO part. You’re not entirely sure what the SEO part even means. Never mind local SEO, or how any kind of SEO can help your business.

Spoilers: local SEO can do a lot for you.

So if you’re keen to stay competitive with Zillow (and you definitely are) keep reading to find out how to make local SEO work for you.

What is Local SEO?

For those who are late to the party: what is local SEO?

Actually, it’s not that different from regular SEO. You’ve just somehow gotten it in your head that the two are different.

The key difference between standard SEO and local SEO is that local SEO is location based.

Let’s say someone searched, “San Francisco realtors.” Local SEO is what conspires to make you, a San Francisco realtor, pop up in that person’s search results instead of a realtor from Detroit or Maine.

Which is great news for realtors, because your business is local and location-based.

How to Dominate Local SEO

Know what the issue with local SEO is for real estate services?

Real estate big names like Zillow, which have a nasty habit of popping up in results for real estate keywords and local listings.

So what’s the benefit of SEO for real estate?

Most people don’t start their real estate search with terms like “Panama rentals.” They start by searching for information about the area.

That’s where you can steal Zillow’s thunder.

With local SEO, you can become a local lifestyle expert. As in, if someone has a question about the neighborhood, what it’s like to live there and where they should go, you’re their go-to expert.

Which means it’s time to build your blog.

Tips to Rock SEO for Real Estate Services

Of course, building that blog won’t get you far if you don’t also make use of your SEO in the best way possible.

SEO is an art and a science. It takes time to master. But if you know which tools you’re focusing on, it becomes that much easier to get started.

First, take stock of where your site is now and where it can improve. Then, try these five tips to get your SEO to a rolling start.

1. Conduct an SEO Audit

Do not pass Go. Do not collect $200. Conduct an SEO audit.

No two ways about it. It’s the smartest place to start. Actually, it’s a necessity if you want to optimize your site.

A website SEO audit helps you focus and figure out where you need to direct your attention. For a local audit, keep these things in mind:

  • Site structure
  • Page structure
  • Links
  • Usability
  • Content

If you don’t focus on anything except these five areas, you’ll already see a huge boost in traffic and rankings. Your site will already be optimized for the basics, which will help in local and regular SEO rankings.

2. Optimize for Mobile

Oh, you didn’t think mobile is relevant for real estate services?

Spoilers: 72% of real estate buyers are searching on mobile.

So if your current and potential clients can’t easily use your site on mobile, you’re losing out on business.

Key areas to keep in mind include:

  • Page speed
  • Homepage
  • Site navigation
  • Forms
  • Site search
  • Usability

When all else fails, have your mom, significant other or teenager pull up your site on their phone. If they can’t make sense of it, time to redo it.

Users expect your site to load in around two seconds or less. If it doesn’t they’re going to go elsewhere. Which means someone else is getting your business.

3. Get into Google

There’s no ifs, ands or buts about it. Google is still the most popular search engine in the world.

If you’re not on Google…well, where are you?

Your high priority here is the Google 3-pack: Google Business, Google Maps and Google Plus.

On all fronts, make sure that the information you put in is accurate and up-to-date. This includes key information like your location, business hours, and contact information.

Once you’ve claimed your company, Google will list you in local search results. Which is an advantage you want if you’re keen on staying ahead of Zillow.

4. Find Targeted Keywords (and Create Content Around Them)

Now, on to the topic that is every marketer’s best friend and SEO stress nightmare.


Specifically, you need to build a list of long-tail keywords based on the neighborhoods your business covers. For those who are unfamiliar, long-tail keywords are multi-word keywords or phrases. Ahrefs or Google Keyword Planner are great places to start.

Pro tip: don’t just go dropping random keywords into your site. You have to build high-quality content around said keywords.

Remember: your site is your digital real estate. You wouldn’t dream of showing a house if it wasn’t in tip-top shape, right?

So why would you do your site haphazard?

5. Get Some Reviews

Finally, nothing speaks quite as loudly as customer reviews.

Preferably good ones.

Seriously though. If you’re just now learning that positive reviews are crucial to the success of your business, well, time to get in the game.

Your three focuses should be Google+, Yelp, and Facebook. Which, again, should be glaringly obvious — it’s where people are most likely to go to read reviews.

Take the time to ask a few great clients to provide reviews. Personalized messages are key here. No one likes being spammed and everyone likes being appreciated as a person.

Making Sense of SEO for Real Estate Services

You wouldn’t show a house if you weren’t prepared, right?

So why would you dive headfirst into SEO without knowing what you’re doing?

Sometimes, you need a professional. Good thing we’re SEO experts.

When it comes to our SEO services, we believe that steady progress produces great results. We also provide the local SEO boost you need to bring your business to the next level.

You know that SEO is a boost to your business. So what are you waiting for? Head to our contact page to get started.

Colleen Romero

Colleen is an internationally known and respected copywriter who creates engaging and conversion-friendly SEO optimized web copy. She's been a content writer for over 5 years and specializes in content strategy and structured content.

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