Buying and selling a home today begins online. According to the National Association of Realtors, more than half of all potential buyers start their search online. So, what will this imply for you in 2024? Your real estate website must be both highly visible and impossible to overlook.

To do this, you'll need a solid SEO strategy. The real estate market is competitive, particularly in major cities. Whether you're a solo realtor or part of a larger team, everyone is working hard to increase lead generation and make their listings stand out.

SEO is your secret weapon here. Done right, it keeps on giving, bringing in leads day after day. This guide will show you how to use SEO to supercharge your marketing, attract quality local leads, and keep your pipeline full without breaking a sweat.

The basics of real estate SEO

To have your real estate business visible online in 2024, you'll need to understand SEO. Having a website isn't enough; you also need to make sure that people can find it. SEO, or search engine optimization, is essential for raising your website's visibility on Google and driving more traffic to your listings.

To get recognized, you must rank on the first page of Google search results. Let's be honest: how often do you navigate past the first page? Hardly often, right? That's why being on the first page is so important. It's where the magic happens, resulting in more traffic and leads.

For real estate agents, this means adopting smart SEO strategies and staying updated with the latest best practices. It’s not enough to just throw content on your site. You need a solid SEO game plan. Start with relevant keywords like "luxury homes in Miami" to attract the right audience. Create high-quality content such as market reports and neighborhood guides to keep visitors engaged. 

Make sure your site is mobile-friendly because most users are browsing on their phones. Leverage local SEO by keeping your Google My Business profile updated. Finally, focus on building authoritative backlinks through guest blogging and partnerships with local businesses to boost your site's credibility and rankings.

Real estate SEO requires a specialized approach

Real estate SEO is all about building trust and credibility with both people and search engines. When potential buyers trust your real estate business, they’re more likely to click on your website and check out your listings. Homebuyers want agents they can rely on, so making your website a go-to source is crucial. Search engines, seeing your site’s credibility, will bump up your rankings for relevant keywords.

Google’s algorithms and ranking factors have changed a lot over the years, making a specialized approach essential. Consider this: you're looking for "homes for sale in Oakland, California." You type it into Google, and a list of results appears. 

A few years ago, you'd probably click on the first three or four results. Today, however, the top half of the SERP is dominated by advertisements, rapid answers, and local company listings. Finding those organic results is more difficult than ever.

To succeed now, you can’t just do what everyone else is doing. You need a strategy that makes your real estate agency stand out. This guide will help you develop a unique SEO approach that drives more organic traffic to your site, ensuring your business shines in a crowded market.

How can SEO help my real estate business?

SEO may help you alter your real estate business by increasing your internet visibility, attracting new clients, and establishing long-term credibility. A high-ranking website translates to more qualified leads and a competitive advantage in the crowded real estate industry. Furthermore, SEO boosts local visibility, fosters trust, and offers a low-cost marketing strategy with long-term benefits.

Attract more qualified leads

Picture potential buyers searching for homes and finding your website right at the top. A strong SEO strategy makes this possible. By targeting particular phrases such as "luxury homes in New York" or "affordable houses in Austin," you may attract serious buyers and sellers seeking real estate knowledge.

Improve local visibility

Local SEO is a game-changer. Optimize your Google My Business profile and use local keywords to make your business pop up in local searches and Google Maps. With more people using smartphones to search nearby services, being visible locally means greater foot traffic and questions from potential clients in your neighborhood.

Build trust and credibility

A well-optimized website filled with high-quality content positions you as a go-to expert. Regularly producing blog posts, market updates, and neighborhood guides keeps your audience interested and indicates to search engines that your site is worthwhile. This fosters confidence with your audience and search engines, improving ranks and increasing traffic. 

Cost-effective marketing

SEO is a cost-effective alternative to paid advertising. While pay-per-click (PPC) advertising might produce a lot of traffic, they're pricey and stop working once you stop paying. In contrast, SEO yields long-term benefits. Invest in SEO, and your website will continue to attract regular visits and leads over time, with no further investments. 

Stay competitive

The real estate sector is saturated with new agents and businesses, making it difficult to stand out. A strong SEO strategy keeps you ahead by increasing your search ranks. Concentrate on creating high-quality, engaging material that meets the needs of potential clients. Furthermore, utilize schema markup to improve search engine understanding of your content, and build authoritative backlinks to increase your site's reliability and visibility. 

Enhance user experience

SEO is more than search engines; it's also about making your website more appealing to visitors. You can provide a seamless experience for visitors by enhancing site speed, ensuring mobile compatibility, and simplifying navigation. A great user experience leads to more extended visits, fewer bounces, and higher conversion rates. 

Incorporating an efficient SEO strategy into your real estate business plan can have a significant impact on its success. SEO can help you get a long-term and competitive advantage in the changing real estate market of 2024 by attracting more qualified leads, enhancing local visibility, and creating trust.

Our best real estate SEO tips for 2024

Navigating the competitive real estate market requires a robust SEO strategy. Here are our top SEO tips to help your real estate business thrive in 2024:

Focus on local SEO

Optimize your website for local searches by including city and neighborhood names in your content, meta descriptions, and titles. Ensure your NAP (Name, Address, Phone Number) information is consistent across all online platforms. Claim and maintain your Google My Business listing to improve your local search visibility and attract potential clients in your area. For example, if you’re targeting clients in Boston, include keywords like “homes for sale in Boston” or “Boston real estate agents” throughout your site.

Additionally, engage with local community websites and forums. Participate in local events and sponsor community activities to build your local presence. Encourage satisfied clients to leave positive reviews on your Google My Business page and other review platforms. Positive reviews not only enhance your credibility but also boost your local SEO rankings, making it easier for local clients to find your services.

Utilize long-tail keywords

Incorporate long-tail keywords that reflect the specific needs of your target audience. Phrases like “two-bedroom apartments in downtown Chicago” or “family homes for sale in Austin” are more likely to attract qualified leads looking for exactly what you offer. These keywords have lower competition and higher conversion rates. Use tools like Google Keyword Planner or Ahrefs to identify relevant long-tail keywords that potential clients are searching for.

Create content around these long-tail keywords to address the unique needs of your audience. For instance, write blog posts or create videos discussing “The best neighborhoods in Austin for families” or “Tips for buying a two-bedroom apartment in downtown Chicago.” By addressing specific queries, you increase the chances of ranking higher for those searches and attracting targeted traffic to your site.

Create high-quality content

Develop informative and engaging content that addresses common questions and concerns of homebuyers and sellers. Regularly update your blog with market reports, neighborhood guides, and real estate tips. High-quality content not only attracts visitors but also establishes your authority in the market. For example, writing detailed posts on “How to choose the right neighborhood in San Francisco” or “Top 10 tips for first-time homebuyers” can draw in a significant audience.

Use various content formats to keep your audience engaged. In addition to blog posts, consider creating videos, infographics, and podcasts. Share success stories and client testimonials to build trust. Regularly updating your content also signals to search engines that your website is active and relevant, which can improve your rankings over time.

Enhance site performance

Ensure your website loads quickly and runs smoothly. Site speed is a critical ranking factor, and a fast-loading site improves user experience, reducing bounce rates. Use tools like Google PageSpeed Insights to identify and fix performance issues. For instance, compress images, leverage browser caching, and minimize JavaScript to enhance your site’s speed.

Additionally, ensure your website is mobile-friendly. With the increasing number of users accessing websites via mobile devices, a responsive design is crucial. Google favors mobile-friendly websites in its rankings, so test your site’s performance on various devices and screen sizes. A seamless mobile experience can significantly boost user engagement and conversion rates.

Optimize for voice search

With the rise of smart speakers and voice-activated assistants, optimizing for voice search is becoming increasingly important. Focus on natural language and conversational keywords that people are likely to use when speaking. Phrases like “best real estate agent near me” or “affordable homes in Seattle” can help capture this growing segment. Use tools like AnswerThePublic to find common questions people ask related to your services.

Incorporate these conversational phrases into your content naturally. Create an FAQ section on your website to address common voice search queries. For example, include questions like “How can I find affordable homes in Seattle?” or “What are the best neighborhoods for families in San Diego?” By providing clear and concise answers, you increase the chances of your site being featured in voice search results.

Leverage social media

Integrate your SEO strategy with social media marketing. Share your high-quality content on platforms like Facebook, Instagram, and LinkedIn to drive traffic to your website. Engage with your audience through comments and messages to build relationships and increase your online presence. For example, post a new blog about “Top home staging tips” on Facebook and invite followers to share their own tips and experiences.

Use social media to showcase your properties through virtual tours, client testimonials, and market updates. Engaging visuals and interactive content can attract more followers and encourage sharing, which can indirectly boost your SEO. Consistently interacting with your audience on social media platforms can also drive more traffic to your website, increasing your search engine rankings.

Build quality backlinks

Acquire backlinks from reputable websites to boost your site’s authority. Collaborate with local businesses, guest post on industry blogs, and participate in community events to earn valuable backlinks. For example, write a guest post for a popular real estate blog or collaborate with a local interior designer to create content that links back to your site.

Focus on building relationships with other real estate professionals and influencers in your area. Participate in local forums and contribute valuable insights to gain recognition. Quality backlinks signal to search engines that your site is trustworthy and relevant, improving your search rankings and driving more organic traffic to your site.

Use schema markup

Implement schema markup to help search engines understand your content better. This structured data can enhance your search result listings with rich snippets, providing more information to users and increasing click-through rates. Use schema markup to highlight important details like property listings, reviews, and business information.

For example, use schema markup to display star ratings for your reviews directly in search results or to highlight upcoming open house events. This additional information can make your listings more attractive to potential clients and improve your chances of being clicked on over competitors. Tools like Google’s Structured Data Markup Helper can assist you in implementing schema markup on your site.

Monitor and adapt

SEO is an ongoing process. Regularly monitor your website’s performance using tools like Google Analytics and Search Console. Analyze traffic patterns, keyword rankings, and user behavior to identify areas for improvement. For example, if you notice a drop in traffic, investigate potential causes such as site speed issues or outdated content.

Stay updated with the latest SEO trends and algorithm changes to keep your strategy effective. Join SEO forums, subscribe to industry newsletters, and participate in webinars to stay informed. Adapt your strategy based on data insights and industry developments to maintain and improve your search engine rankings.

FAQ about real estate SEO

1. What is real-estate SEO?

Real estate SEO is all about making your real estate website more visible to search engines. By optimizing your site, you seek to rank better for terms that potential buyers and sellers use, resulting in more organic traffic.

2. Why does SEO matter for real estate websites? 

SEO is essential because it lets consumers locate your website when searching for homes or real estate services. When your website ranks better in search results, it attracts more visitors, boosting your chances of generating leads and closing business. 

3. What are the key components of real estate SEO?

Real estate SEO has several key parts:

• Keyword research: Find out what terms your potential clients are searching for.
• On-page SEO: Optimize each page of your website, including meta tags, headings, and content.
• Off-page SEO: Create backlinks from credible websites to increase your credibility.
• Local SEO: Optimizing for local searches, which includes creating and managing a Google My Business profile.
• Technical SEO: Make sure your website is quick, safe, and mobile friendly.

4. How do I perform keyword research for a real estate website?

Keyword research involves a few steps:

• Use tools like Google Keyword Planner, SEMrush, or Ahrefs to discover relevant keywords.
• Analyze the search volume, competition, and relevance of these keywords.
• Focus on long-tail keywords, like “3-bedroom houses in [city],” to target specific searches effectively.

5. How important is local SEO for real estate?

Local SEO is critical for real estate because the majority of potential buyers and sellers are looking for properties in specific locations. When your website is optimized for local search, these clients will have an easier time finding your listings and services. This implies your site ranks high in search results for local inquiries, resulting in more relevant visitors to your pages. By focusing on local SEO, you ensure that your company stands out in your town, attracting more qualified leads who are ready to work with your real estate agency.

Take your real estate SEO to the next level with B12

Would you like to increase the visibility of your real estate website and attract new clients? B12 is here to help. Our goal is to boost your website's search engine results and turn visitors into leads. Understanding the unique challenges of real estate, from local optimization to keyword research, B12 offers comprehensive solutions to effectively address these areas. Let’s collaborate to elevate your real estate business.

But that’s not all. B12 provides a suite of tools designed to enhance your online presence. This includes writing engaging, SEO-friendly content, establishing solid backlinks, and ensuring your website is quick and mobile-friendly. We can also assist you with updating your Google My Business profile, gathering and displaying client feedback, and creating location-specific landing pages. B12 provides everything you need to dominate local search results and stand out in a competitive sector. 

Sign up today to see how B12 can help you build an optimized web presence and become discoverable to potential clients!