Want more buyers and sellers from Google without relying on Zillow or Redfin?<\/p>\n
Or more leads for listings that support your cold-calling and door-knocking efforts?<\/p>\n
Then, become skilled at real estate SEO.<\/p>\n
SEO is about ranking your site in search engine results pages (SERPs). This will attract qualified buyers and sellers to your agency.<\/p>\n
Just look at Campion & Company, a small real estate agency in Boston. They outrank Zillow for high-value property searches like \u201cBurrage Mansion.\u201d<\/p>\n And that\u2019s just one keyword.<\/p>\n This agency ranks for 19K different search terms on Google\u2014all driving potential buyers directly to their listings.<\/p>\n All thanks to SEO.<\/p>\n In this guide, you\u2019ll learn how to conduct keyword research for high-intent terms, create lead-generating content, and dominate the local SERPs.<\/p>\n But first, let\u2019s take a closer look at the benefits of SEO.<\/p>\n Real estate SEO helps your listings show up in search results when people look for homes online.<\/p>\n This includes Google Maps when people search for things like \u201crealtor\u201d in your area.<\/p>\n Why does this matter?<\/p>\n According to a study by the National Association of Realtors<\/a> (NAR), 100% of Americans who bought a house in 2024 used the internet to search for a home.<\/p>\n And more than half<\/a> (52%) of recent buyers found the home they ultimately purchased online.<\/p>\n SEO lets you reach these buyers when they\u2019re actively looking to buy.<\/p>\n But it\u2019s also a cost-effective way of capturing online demand.<\/p>\n For example, the cost-per-click of a Google ad<\/a> for the keyphrase \u201creal estate companies in West Palm Beach Florida\u201d is $5.67.<\/p>\n But SEO can get your business to appear directly under those ads without spending a dime.<\/p>\n This puts you in direct control of lead generation. Which means no more relying on expensive ads or third-party directory sites.<\/p>\n Sounds ideal, right?<\/p>\n Now that you\u2019ve seen what real estate SEO can do for your business, let\u2019s start with the most important first step:<\/p>\n Conducting a quick technical audit to see if Google can actually find your website.<\/p>\n (Because if it can\u2019t, other SEO strategies don\u2019t matter.)<\/p>\n The best way to check if Google knows your site exists?<\/p>\n The Index Coverage report in Google Search Console<\/a>.<\/p>\n This will tell you which pages from your site are in Google\u2019s index, which aren\u2019t, and why.<\/p>\n Some red flags to watch out for:<\/p>\n Not sure why Google isn\u2019t indexing your pages?<\/p>\n The \u201cWhy pages aren\u2019t indexed\u201d report is your friend here.<\/p>\n It\u2019ll tell you exactly what\u2019s wrong\u2014like a redirect error or improper canonical tags<\/a>\u2014and how to fix it.<\/p>\n If you have unindexed pages, you can manually request indexing.<\/p>\n This is super helpful for new listings you want to appear ASAP.<\/p>\n To increase leads, you need to show up on Google for the terms homebuyers search for in your area.<\/p>\n But it\u2019ll take a strategic plan to beat the big real estate directory sites.<\/p>\n For example, here\u2019s what the search results look like for \u201cRaleigh homes.\u201d<\/p>\n Directory sites dominate the SERPs, including Zillow, Realtor.com, and Redfin.<\/p>\n This means the chances of ranking on the SERP<\/a> for that keyword are slim.<\/p>\n But there\u2019s a way around this\u2014long-tail keywords.<\/p>\n Long-tail keywords<\/a> are highly specific terms that get fewer searches per month and have less competition. These keywords also tend to be longer.<\/p>\n The lower difficulty of these terms makes them easier to rank for on your property pages than broad terms like \u201craleigh homes.\u201d<\/p>\n The key is finding long-tail keywords that have decent search volume and<\/strong> low difficulty.<\/p>\n Here\u2019s how:<\/p>\n First, make a list of all the neighborhoods where you have property listings.<\/p>\n Then, use a keyword tool like Semrush\u2019s Keyword Magic<\/a> to research terms.<\/p>\n Enter a neighborhood into the search bar and click \u201cSearch<\/strong>.\u201d<\/p>\n The tool will return a list of keywords and important metrics for each one.<\/p>\n This includes:<\/p>\n While the list will typically include some long-tail keywords already, you can add filters to narrow it even further.<\/p>\n Here\u2019s how:<\/p>\n Select the \u201cKD %<\/strong>\u201d filter and type \u201c0-50<\/strong>\u201d in the custom range.<\/p>\n Then, click the \u201cIntent<\/strong>\u201d filter and select \u201cTransactional<\/strong>\u201d and \u201cCommercial<\/strong>.\u201d<\/p>\n Filtering this list for \u201cCommercial\u201d and \u201cTransactional\u201d will limit the list to terms people search when they\u2019re looking to buy a home.<\/p>\n Now, you have a list of long-tail keywords you can use to optimize your property page.<\/p>\n For example, \u201cboylan heights raleigh homes for sale\u201d receives 40 searches a month and has a keyword difficulty score of 3, meaning it should be super easy to rank for.<\/p>\n It also has transactional intent, which tells you these searchers are ready to buy.<\/p>\n Even better?<\/p>\n The SERP for this keyword is a mix of directory sites and<\/strong> local realtors, so you know you\u2019ve got a shot at ranking.<\/p>\n Now that you\u2019ve got your target keywords, it\u2019s time to use them strategically on your property pages.<\/p>\n Landing qualified leads starts with on-page optimization<\/a>.<\/p>\n Your title tags, meta descriptions, and page structure tell Google and potential buyers exactly what they\u2019ll find on your site.<\/p>\n Getting these elements right puts you in control of your lead generation.<\/p>\n These on-page elements tell searchers and search engines what each page on your site is about.<\/p>\n They can also help you get more clicks from the SERPs.<\/p>\n A title tag<\/a> is the clickable blue text that appears in Google search results.<\/p>\n It should be 50 to 60 characters total since long title tags may be truncated or rewritten by Google.<\/p>\n And it needs to feature your target keyword.<\/p>\n Otherwise, Google might struggle to understand what the page is about\u2014and what searches to rank it for.<\/p>\n Not sure how to write a title tag? Take inspiration from the big directory sites.<\/p>\n Many follow the exact same pattern\u2014\u201d[Place name] Real Estate & Homes For Sale\u201d:<\/p>\n This format is popular because it hits both variations of the typical search people will use to find homes for sale in an area:<\/p>\n A meta description<\/a> is a snippet of text that appears under the title tag in the SERPs.<\/p>\n This on-page element tells searchers what the page is about and entices them to click through to read your content.<\/p>\n While meta descriptions don\u2019t directly impact where a page ranks in Google, it\u2019s still helpful to include your target keyword in them.<\/p>\n Doing this reinforces what the page is about when readers are scanning the search results.<\/p>\n And can drive more clicks to your site.<\/p>\n Keep your meta description under 155 characters to prevent it from getting cut off.<\/p>\n A H1 tag<\/a> is the headline or title of a webpage.<\/p>\n It should describe the page\u2019s contents and include the main keyword.<\/p>\n It doesn\u2019t have to be the exact keyphrase\u2014you can use a variation of your target keyword in your H1 like We Know Boise Real Estate did.<\/p>\n H2s are the main subheadings that go underneath your H1 to organize your content and make it easy for readers to find what they\u2019re looking for.<\/p>\n Include the location name in some of your page\u2019s H2\u2019s as well:<\/p>\n This makes it crystal clear to search engines exactly what this page is about, which increases your chances of ranking.<\/p>\n Just ensure your page headings read naturally and avoid keyword stuffing<\/a>.<\/p>\n Internal linking<\/a> connects your location pages together, helping you rank higher in search results.<\/p>\n It also keeps website visitors engaged longer as they explore other pages on your site.<\/p>\n For example, We Know Boise\u2019s Barber Valley page includes hyperlinks to every other neighborhood in East Boise:<\/p>\n When you click a neighborhood, it takes you to a dedicated page on We Know Boise\u2019s site for that location.<\/p>\n This lets Google understand the relationship between these pages on your site.<\/p>\n Which will help you rank for your target keywords\u2014and ultimately land more leads.<\/p>\n The more information you provide on your property pages, the more likely visitors are to book a viewing.<\/p>\n It also helps with lead qualification, as they\u2019ll know upfront if the listing is likely to be a fit.<\/p>\n Include:<\/p>\n Look at the big directory sites for inspiration when creating your listings.<\/p>\n For example, Trulia includes high-quality images and essential information like address and price prominently at the top of the listing.<\/p>\n They follow this up with a \u201cLocal Information\u201d section that includes a map, description of the area, and information on local restaurants, shopping, and schools.<\/p>\n Next, comes the \u201cHome Highlights\u201d at a glance, such as the HOA fee, price per square foot, and how long the property has been listed.<\/p>\n Then, an expandable drop-down menu with even more details like the number of bedrooms, bathrooms, and more:<\/p>\n Trulia also showcases what locals say about the area to give prospective buyers an inside look into the area:<\/p>\n Notably, they also include an interactive mortgage calculator set to the home\u2019s listed price.<\/p>\n Doing something similar will help you get more leads from your property pages.<\/p>\n Search \u201c[your location] real estate agents\u201d in Google.<\/p>\n The top organic result is almost certain to be a Google Local Pack<\/a>\u2014a SERP feature that appears for location-specific searches\u2014featuring three local realtors:<\/p>\n It goes without saying that you should prioritize landing in one of those three spots through your real estate SEO strategy.<\/p>\n This is especially vital for a local realtor since the rest of the organic results are likely to be dominated by directory sites:<\/p>\n Here\u2019s how to optimize your site to appear in the Local Pack for your area:<\/p>\n First things first: Create a Google Business Profile<\/a> (if you haven\u2019t already).<\/p>\n Here\u2019s how:<\/p>\n Once your Google Business Profile is verified, fill it out with as much information as possible\u2014including all the areas you have listings:<\/p>\n Add plenty of high-quality photos of your team, current listings, and properties sold.<\/p>\n Do this regularly to show Google you\u2019re a legitimate business worthy of ranking at the top of the Local Pack.<\/p>\n Plus, it\u2019ll help sell your company to potential clients\u2014and agents who might be looking for a new agency.<\/p>\n You also have the option of writing a brief description of your business, which will appear under the heading \u201cFrom [your business\u2019s name]\u2019:<\/p>\n Include target keywords in this section.<\/p>\n Things like:<\/p>\n It\u2019s good practice to ask all your customers to leave you a review on Google.<\/p>\n After all, 35% of people say a real estate agent\u2019s reputation is the most important factor when they\u2019re choosing a realtor to sell their home, according to NAR\u2019s study.<\/p>\n Plus, the more positive reviews you receive on Google, the more likely you are to appear in the Local Pack for relevant searches.<\/p>\n Your business\u2019s overall rating and review highlights will appear on your Google Business listing:<\/p>\n As a best practice, respond to every review you receive on Google.<\/p>\n This includes the positive ones:<\/p>\n And the not-so-positive ones:<\/p>\n This will show potential clients that you care what people have to say about your business and respond to their feedback.<\/p>\n It\u2019s also another signal to Google that you\u2019re a well-run business that deserves to sit at the top of its local results.<\/p>\n NAP (name, address, and phone number) citations are a huge deal when it comes to local SEO<\/a>.<\/p>\n The more websites that list your company\u2019s NAP correctly, the more confident Google is that those details are correct\u2014and that you\u2019re a legitimate business worth sending searchers to.<\/p>\n But manually adding and updating citations isn\u2019t a good use of anyone\u2019s time.<\/p>\n Instead, use a tool like Semrush\u2019s Listing Management<\/a>, which automates the process.<\/p>\n By connecting your Google Business Profile, the tool will automatically distribute your details to vital directories for your industry.<\/p>\n Search your business to find out how many correct NAP citations it has online:<\/p>\n The tool will show you where your NAP details are listed incorrectly\u2014or not at all to help you improve and expand your presence.<\/p>\n Google Posts are updates that appear at the bottom of your Google Business Profile.<\/p>\n They\u2019re the perfect place for you to advertise your latest listings.<\/p>\n Plus, Google is less likely to display your Business Profile at the top of local search results if it\u2019s inactive. Which means making a Google Post about each of your new listings will help you rank in the Local Pack.<\/p>\n Create a Google Post by clicking \u201cAdd update<\/strong>\u201d in your dashboard:<\/p>\n Rank for more keywords and strengthen your site\u2019s authority by creating a blog.<\/p>\n Blog content<\/a> can drive highly relevant traffic to your site.<\/p>\n The key is finding topics homebuyers are actively searching for online.<\/p>\n Semrush\u2019s Keyword Overview<\/a> tool is great for this purpose.<\/p>\n Here\u2019s how it works:<\/p>\n Search for your service area in the tool, such as \u201cCambridge MA.\u201d<\/p>\n You\u2019ll see an Overview report with keyword data.<\/p>\n Click \u201cView all keywords<\/strong>\u201d under the \u201cQuestions\u201d report.<\/p>\n Now, you\u2019ll see a list of questions people ask Google about this area.<\/p>\n Including the search volume for each term, intent, and keyword difficulty.<\/p>\n Review the list to find questions that would make great blog post topics.<\/p>\n Ensure they\u2019re relevant and aim for low difficulty and moderate search volume.<\/p>\n For example, \u201cWhat is there to do in cambridge ma\u201d gets 320 searches per month and has a low keyword difficulty score of 20.<\/p>\n This means it should be fairly easy to rank for, which is especially important if you have a new site or one that lacks authority.<\/p>\n Neighborhood guides are a tried-and-true way to rank in the SERPs. (Note: these can work well as site pages or blog content.)<\/p>\n For example, Trulia created a neighborhood guide for every neighborhood where they have listings.<\/p>\n That subfolder drives 611.2K visits to the Trulia site each month.<\/p>\n And it has 11K backlinks:<\/p>\n These pages work.<\/p>\n And your content marketing strategy should revolve around them.<\/p>\n But how can you compete with Trulia, Zillow, and Redfin\u2019s neighborhood pages?<\/p>\n With high-quality, comprehensive content that highlights your local expertise.<\/p>\n For example, New Orleans real estate agency Crescent City Living has a neighborhood guide that outranks all the directory sites for \u201cSeventh Ward New Orleans\u201d:<\/p>\n How\u2019d they do it?<\/p>\n Well, compare Crescent City Living\u2019s guide to Trulia\u2019s, and you\u2019ll see significant differences:<\/p>\n Crescent Living\u2019s page was clearly written by someone who knows the area.<\/p>\n It describes Seventh Ward\u2019s colorful Creole cottages and beloved Marching 100 band.<\/p>\n Trulia\u2019s page, on the other hand, is a programmatically generated<\/a> list of stats.<\/p>\n Which site would you trust to give you the best information about the neighborhood?<\/p>\n There are literally hundreds of SEO metrics<\/a> you could track.<\/p>\n And while you\u2019ll want to keep an eye on traffic, rankings, time on page, and more, inquiries and leads are what really matter.<\/p>\n![\"Google](\"https:\/\/api.backlinko.com\/app\/uploads\/2025\/01\/google-serp-burrage-mansion.webp "\\"Google")
<\/source><\/picture><\/figure>\n![\"Organic](\"https:\/\/api.backlinko.com\/app\/uploads\/2025\/01\/organic-research-campionre-positions.webp "\\"Organic")
<\/source><\/picture><\/figure>\nWhy Is SEO Important for Real Estate Sites?<\/h2>\n
![\"Keyword](\"https:\/\/api.backlinko.com\/app\/uploads\/2025\/01\/keyword-overview-real-estate-companies-in-west-palm-beach-florida-cpc.webp "\\"Keyword")
<\/source><\/picture><\/figure>\n![\"Google](\"https:\/\/api.backlinko.com\/app\/uploads\/2025\/01\/google-serp-real-estate-companies.webp "\\"Google")
<\/source><\/picture><\/figure>\nStep 1: Make Sure Google Can Find Your Property Listings<\/h2>\n
![\"GSC](\"https:\/\/api.backlinko.com\/app\/uploads\/2024\/06\/gsc-page-indexing.webp "\\"GSC")
<\/source><\/picture><\/figure>\n\n
![\"GSC](\"https:\/\/api.backlinko.com\/app\/uploads\/2024\/06\/gsc-why-pages-arent-indexed.webp "\\"GSC")
<\/source><\/picture><\/figure>\n![\"GSC](\"https:\/\/api.backlinko.com\/app\/uploads\/2024\/11\/google-search-console-url-is-available.webp "\\"GSC")
<\/source><\/picture><\/figure>\nStep 2: Find Keywords That Drive Leads<\/h2>\n
![\"Google](\"https:\/\/api.backlinko.com\/app\/uploads\/2025\/01\/google-homes-raleigh-homes.webp "\\"Google")
<\/source><\/picture><\/figure>\nResearch Valuable Long-Tail Keywords<\/h3>\n
![\"Keyword](\"https:\/\/api.backlinko.com\/app\/uploads\/2025\/01\/keyword-magic-tool-boylan-heights-search.webp "\\"Keyword")
<\/source><\/picture><\/figure>\n\n
![\"Keyword](\"https:\/\/api.backlinko.com\/app\/uploads\/2025\/01\/keyword-magic-tool-boylan-heights-keywords.webp "\\"Keyword")
<\/source><\/picture><\/figure>\n![\"Keyword](\"https:\/\/api.backlinko.com\/app\/uploads\/2025\/01\/keyword-magic-tool-boylan-heights-kd-and-intent-filters.webp "\\"Keyword")
<\/source><\/picture><\/figure>\n![\"Keyword](\"https:\/\/api.backlinko.com\/app\/uploads\/2025\/01\/keyword-overview-boylan-heights-raleigh-homes-for-sale.webp "\\"Keyword")
<\/source><\/picture><\/figure>\n![\"Google](\"https:\/\/api.backlinko.com\/app\/uploads\/2025\/01\/google-serp-boylan-heights-raleigh-homes-for-sale.webp "\\"Google")
<\/source><\/picture><\/figure>\nStep 3: Optimize Your Property Pages for Conversions<\/h2>\n
Optimize Title Tags and Meta Descriptions<\/h3>\n
![\"Raleigh](\"https:\/\/api.backlinko.com\/app\/uploads\/2025\/01\/raleigh-realtys-listing-title-tag.webp "\\"Raleigh")
<\/source><\/picture><\/figure>\n\n
![\"Google](\"https:\/\/api.backlinko.com\/app\/uploads\/2025\/01\/google-serp-waveland-woods-houses-for-sale.webp "\\"Google")
<\/source><\/picture><\/figure>\n![\"Zillow](\"https:\/\/api.backlinko.com\/app\/uploads\/2025\/01\/zillow-homes-for-sale-meta-description.webp "\\"Zillow")
<\/source><\/picture><\/figure>\nAdd Page Headings<\/h3>\n
![\"We](\"https:\/\/api.backlinko.com\/app\/uploads\/2025\/01\/weknowboise-target-keyword-in-h1.webp "\\"We")
<\/source><\/picture><\/figure>\n![\"We](\"https:\/\/api.backlinko.com\/app\/uploads\/2025\/01\/weknowboise-h2-subheadings.webp "\\"We")
<\/source><\/picture><\/figure>\nInclude Internal Links<\/h3>\n
![\"We](\"https:\/\/api.backlinko.com\/app\/uploads\/2025\/01\/weknowboise-hyperlinks.webp "\\"We")
<\/source><\/picture><\/figure>\n![\"We](\"https:\/\/api.backlinko.com\/app\/uploads\/2025\/01\/trulia-high-quality-images-and-essential-information.webp "\\"We")
<\/picture><\/figure>\nCreate Detailed Listing Pages That Convert Browsers into Buyers<\/h3>\n
\n
<\/source><\/picture><\/figure>\n![\"Trulia](\"https:\/\/api.backlinko.com\/app\/uploads\/2025\/01\/trulia-local-information-description.webp "\\"Trulia")
<\/source><\/picture><\/figure>\n![\"Trulia](\"https:\/\/api.backlinko.com\/app\/uploads\/2025\/01\/trulia-drop-down-menu.webp "\\"Trulia")
<\/source><\/picture><\/figure>\n![\"Trulia](\"https:\/\/api.backlinko.com\/app\/uploads\/2025\/01\/trulia-showcases.webp "\\"Trulia")
<\/source><\/picture><\/figure>\n![\"Trulia](\"https:\/\/api.backlinko.com\/app\/uploads\/2025\/01\/trulia-interactive-mortgage-calculator.webp "\\"Trulia")
<\/source><\/picture><\/figure>\nStep 4: Dominate Local Search Results with Your Google Business Profile<\/h2>\n
![\"Google](\"https:\/\/api.backlinko.com\/app\/uploads\/2025\/01\/google-serp-new-orleans-real-estate-agents-local.webp "\\"Google")
<\/source><\/picture><\/figure>\n![\"Google](\"https:\/\/api.backlinko.com\/app\/uploads\/2025\/01\/google-serp-new-orleans-real-estate-agents-organic.webp "\\"Google")
<\/source><\/picture><\/figure>\nCreate a Google Business Profile<\/h3>\n
\n
Fill Out and Optimize Your Google Business Profile<\/h3>\n
![\"Galiano](\"https:\/\/api.backlinko.com\/app\/uploads\/2025\/01\/galiano-realty-areas-they-serve.webp "\\"Galiano")
<\/source><\/picture><\/figure>\n![\"Galiano](\"https:\/\/api.backlinko.com\/app\/uploads\/2025\/01\/galiano-realty-photos.webp "\\"Galiano")
<\/source><\/picture><\/figure>\n![\"Galiano](\"https:\/\/api.backlinko.com\/app\/uploads\/2025\/01\/galiano-realty-from.webp "\\"Galiano")
<\/source><\/picture><\/figure>\n\n
Encourage and Respond to Customer Reviews<\/h3>\n
![\"Galiano](\"https:\/\/api.backlinko.com\/app\/uploads\/2025\/01\/galiano-realty-business-s-overall-rating.webp "\\"Galiano")
<\/source><\/picture><\/figure>\n![\"Galiano](\"https:\/\/api.backlinko.com\/app\/uploads\/2025\/01\/galiano-realty-respond-to-review.webp "\\"Galiano")
<\/source><\/picture><\/figure>\n![\"Galiano](\"https:\/\/api.backlinko.com\/app\/uploads\/2025\/01\/listing-management-galiano-realty.webp "\\"Galiano")
<\/picture><\/figure>\nGet as Many NAP Citations as You Can<\/h3>\n
<\/source><\/picture><\/figure>\n![\"Listing](\"https:\/\/api.backlinko.com\/app\/uploads\/2024\/01\/google-business-add-update.webp "\\"Listing")
<\/picture><\/figure>\nUse Google Posts to Advertise Property Listings<\/h3>\n
<\/picture><\/figure>\n<\/source><\/picture><\/figure>\nStep 5: Start a Blog to Establish Your Agency as an Industry Leader<\/h2>\n
Write High-Quality Blog Content<\/h3>\n
![\"Keyword](\"https:\/\/api.backlinko.com\/app\/uploads\/2025\/01\/keyword-overview-cambridge-ma-questions.webp "\\"Keyword")
<\/source><\/picture><\/figure>\n![\"Keyword](\"https:\/\/api.backlinko.com\/app\/uploads\/2025\/01\/keyword-magic-tool-cambridge-ma-keywords.webp "\\"Keyword")
<\/source><\/picture><\/figure>\n![\"Redfin](\"https:\/\/api.backlinko.com\/app\/uploads\/2025\/01\/redfin-blog-post-low-kd-and-moderate-search-volume.webp "\\"Redfin")
<\/source><\/picture><\/figure>\nCreate Neighborhood Guides<\/h3>\n
![\"Domain](\"https:\/\/api.backlinko.com\/app\/uploads\/2025\/01\/domain-overview-trulia-overview.webp "\\"Domain")
<\/source><\/picture><\/figure>\n![\"Google](\"https:\/\/api.backlinko.com\/app\/uploads\/2025\/01\/google-serp-seventh-ward-new-orleans.webp "\\"Google")
<\/source><\/picture><\/figure>\n![\"Seventh](\"https:\/\/api.backlinko.com\/app\/uploads\/2025\/01\/seventh-ward-vs-trulia-collage.webp "\\"Seventh")
<\/source><\/picture><\/figure>\nStep 6: Track Your Success with Key Performance Metrics<\/h2>\n
![\"Google](\"https:\/\/api.backlinko.com\/app\/uploads\/2024\/07\/analytics-key-events.webp "\\"Google")
<\/source><\/picture><\/figure>\n