For the last few years, we’ve helped a number of real estate websites get more organic traffic from Google.
NOTE: This client chose to remain private, but you can check our case studies for more results.
We decided to put together this post to round up our tops “real estate SEO” strategies that have helped to achieve explosive results.
There’s 3 sections to this post (click to jump):
Let’s get into it.
Find out exactly how many customers you SHOULD be getting from organic search.
We’re not going to cover basic SEO tips in this post, so I want to cover items that you need still to optimize (in addition to this post).
These items are beaten to death on the web, so we’re going to focus on strategies they’re not covering.
SEO is incredibly competitive in the real estate niche. The SERPs are dominated by authority sites like Zillow, Realtor and Trulia.
However, small sites can compete by understanding searcher intent and choosing keywords the big sites aren’t.
The easiest way to illustrate the keyword selection process is with a funnel.
Bottom of funnel
We call these your “money” keywords, searches like “real estate in Downtown Del Ray“. These searches tend to be dominated by large sites like Zillow and it takes a significant amount of time for a smaller, local site to rank for them.
These are the searches people are performing before looking for your services. Put yourself in the shoes of your perfect client – if you’re selling high end homes in the suburbs, people would be looking for things like “best elementary schools in West Palm Beach” would derive a certain level of intent that the person is looking to move into that area.
Top of funnel
High level, informational keywords that are more related to your target audience than real estate. For example, searches like “best restaurants in Downtown West Palm Beach”. While these posts don’t drive a lot of leads, they do drive traffic and awareness for your brand.
Try and stay away from “luxury” keywords, I understand the appeal but there’s a handful of issues with them:
Execution of keyword research is simple:
Broadly speaking, there’s 3 types of pages we need to address on your site.
The pages on your site that list out properties. From an SEO point of view, these pages can present a problem for a number of reasons:
If you have a new, less authoritative website, it’s incredibly important that every page on it is unique and valuable.
We suggest blocking the crawl of your listing pages in your Robots.txt file – this will keep the pages live on your site, but will tell Google NOT to consider them when ranking pages.
I know this seems counter intuitive, but it cleans up the overall performance of your website. When you block low quality pages, Google is able to focus on the pages that MATTER – these rank better and faster.
If you’re new to SEO, “links” are the #1 ranking factor with Google. A link is simple – it’s when another site “links” to yours as attribution.
Think a HuffPost article about Miami realtors, mentioning you, then linking to your website as a citation. That link is incredibly valuable to your SEO.
If your website is new, you’re going to need to land at least 10 high quality links each month from relevant websites (i.e. blogs about real estate, travel, etc).
For clients, we target bloggers – of 2 types:
We have a team of interns that combs Instagram using hashtags and geo location data to find lists of bloggers that meet our criteria.
We then simply send them an outreach email with a value proposition to be featured on their website. It’s a lot of work, but the results speak for themselves.
As mentioned, we focused on advanced SEO tips in this post. We have plenty of more information on our website that will help you fill in the blanks.
Thank you for the comprehensive breakdown. I find your content super informative overall but this Real Estate SEO is unlike anything out there!!
I’m a huge fan and a customer of your templates.
P.s. The embedded link “We use Google Sheets to record our keyword research – our template is available in our Tools section.” is directing to the “Google Analytics Expert Consultants” page. I’m dying for the mentioned keyword sheet. Is there any way you can help us with the download link?
Thanks for all the content, you made my life easier:)
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