5 Real Estate SEO Strategies that Work in 2023

Imagine this: You’ve got some excellent properties to show, but when people search online, they can’t find your website.

There’s a long list of real estate websites; yours is lost somewhere deep down.

Watching other websites get all the traffic is frustrating when you know you’ve got something amazing too.

But you can change that! With a few smart tweaks to your online approach, your listings can rise above the noise and get directly in front of those searching.

Why is SEO important for real estate?

SEO is crucial for almost any business with an online presence, and the real estate sector is no exception. Here are some reasons why SEO is important:

Visibility in a crowded market

There are thousands of real estate agents and companies vying for attention online. SEO helps your business stand out and be seen by potential clients.

Targeted traffic

SEO doesn’t just bring in any traffic; it brings in quality traffic. When someone searches for “3-bedroom houses in New York City,” they are actively looking for properties. If your site pops up, that’s a potential sale!

Trust and credibility

High search rankings signal to users that you’re a reputable source of information. If Google trusts you enough to put you on its first page, people are likely to trust you too.

Cost-effective marketing

Traditional advertising can be expensive and may not always reach your desired audience. SEO is a more cost-effective way to get your message out, targeting users actively looking for real estate services.

If want to improve your marketing strategy, then check out this guide on real estate holiday marketing ideas.

Changing buyer habits

The majority of home buyers start their search online. Being easily discoverable online isn’t just a “nice-to-have” anymore; it’s absolutely essential.

Let’s explore some SEO strategies that’ll help your real estate business!

1.  Mobile-first design & Optimization

In 2023, the real estate market has a clear trend: mobile reigns supreme. 74% of homebuyers start their search on smartphones or tablets. Adopting a mobile-first strategy isn’t a choice but a necessity.

What’s Mobile-first?

It means designing your online presence primarily for mobile users. Think of it not just as a scaled-down version of your website but as a targeted experience for on-the-go users.

Why does it matter for real estate?

• Mobile searches, often local, dominate the real estate hunt.
• It gives potential buyers on-the-go access while commuting or traveling.
• A mobile-optimized site tends to rank higher for localized searches.

Key Elements:

• Responsive Design: Ensure your website adjusts to all screen sizes. Real estate giant Zillow is a great example of this.

• Quick Load Times: Mobile users won’t wait – every second counts.

• Simplified Navigation: Limited space demands a streamlined menu.

• Interactive Maps: Essential in real estate, but make sure they’re mobile-friendly.

• Click-to-Call: Allow users to connect with agents instantly.

• Optimized Forms: Capture leads with mobile-friendly forms.

Looking at brands like Zillow and Redfin, we see that it’s not just about mobile optimization but about offering users a seamless, value-driven experience regardless of their device.

Mobile version of Zillow

Desktop version of Zillow

2. Optimize your real estate listing pages

Improving the visibility of your listing pages is critical in 2023’s digital-first real estate market.

Why is it important to optimize your real estate listing pages?

• Optimized pages load faster, look better, and function smoothly.
• Most potential buyers start their property search online. Optimized listing pages improve the visibility of your website.
• Features like high-quality images, virtual tours, and embedded maps keep visitors engaged, making them more likely to take action.
• Local searches (like “homes for sale in Miami”) are crucial for real estate. Optimized listing pages help you rank better for local search terms. 

Key Elements

• Quality Images: Prioritize sharp, bright photos. Take a look at how Zillow’s listings pop with vibrant visuals.

• Descriptive Alt Text: Make your images readable to search engines. Instead of “IMG_123.jpg”, label it “3-bedroom-bungalow-LA-pool-view”.

• Keyword-Rich Titles: Use phrases like “homes for sale in Florida” to match common search queries.

• Mobile Optimization: Make sure your listings look great on phones, mimicking user-friendly platforms like Redfin.

• Embed Location Maps: Incorporate interactive maps, like Google Maps, to engage visitors and showcase property locales.

• Social Share Buttons: Allow easy sharing to amplify your listing’s reach.

• Virtual Tours: Engage users with immersive experiences. Redfin, for instance, excels with its 3D walkthroughs.        

• User Testimonials: Build trust by showcasing reviews from past buyers.

• Local Schema Markup: It helps search engines understand your listings better, improving visibility.

3. Optimize your listing category pages

Every potential homebuyer or tenant begins their search by sifting through listings, making listing category pages an integral part of your website.

SEO optimization of listing pages helps your website rank higher on search engines and captures quality leads.

Why is it important to optimize your real estate listing category pages?

• An organized page helps visitors navigate and find what they’re looking for faster, improving their experience.
• Well-optimized pages rank higher on Google. This means more visibility and more potential buyers landing on your site.
• Optimization often involves using local keywords. This helps locals, or those targeting specific neighborhoods find your listings.

Key Elements

• Landing Page: Make separate landing page for different categories. By creating separate landing pages, each page can be optimized for specific keywords related to that category.

• User-friendly URLs: Ditch generic URLs. Instead of “www.realtyexample.com/p=1234”, opt for descriptive but shorter ones like “www.realtyexample.com/luxury-homes-manhattan.”

• Titles & Descriptions: Catchy titles and brief descriptions can be game-changers. For example, Title – “Beachfront Homes in Miami | RealtyExample” and Meta description – “Browse Miami’s luxurious beachfront listings on RealtyExample.”

• Quality Images: Embrace high-res photos with descriptive ALT tags, like “3-bedroom Miami beachfront home.”

• Mobile-First: Ensure a smooth mobile experience. Brands like Zillow and Redfin ace this!

• Schema Markup: Implement real estate-specific schema markup for better search engine understanding.

• Effective CTAs: Add compelling Call-to-Actions like “Schedule a Tour Today!”

• Local SEO: Integrate location-specific keywords. “Beverly Hills luxury homes” can be a great phrase!

• Internal Linking: Guide visitors to related listings or articles, enriching their browsing journey.

• Reviews: Display testimonials to build trust. Brands like Realtor.com effectively utilize client feedback.          

4. Target geo-specific keywords

A geo-specific keyword combines a generic term related to your business and a specific geographic location. For instance, ‘Los Angeles luxury homes’ or ‘Manhattan studio apartments.’

Why is it important to target geo-specific keywords?

• Home seekers are not just looking for ‘homes for sale,’ but ‘homes for sale in [a specific area].’ Using such terms, you ensure your site appears when potential clients search locally.

• ‘Luxury homes’ is broad, but ‘Austin luxury homes’ narrows the focus. This specificity can help your site rank faster and higher.

• Geo-specific keywords attract visitors who genuinely want what you’re offering.

Key Elements

• Research: Start with keyword research tools like Google’s Keyword Planner, SEMrush, or Ahrefs. These tools will give you insights into how often specific terms are searched and offer suggestions.

• On-Page SEO: Integrate these geo-specific keywords naturally into your website’s content – in titles, meta descriptions, headers, and throughout your site’s text.

Instead of a title like “Best Homes for Sale,” you can write “Best Homes for Sale in Downtown Chicago.”

• Content Creation: Regularly publish blog posts or articles related to your geo-specific area. For example, “Top 10 Neighborhoods in San Francisco for Families.”

5. Implement local SEO & GMB optimization

When someone types “homes for sale near me” or “real estate agents in [your city],” you’d surely want your name to pop up.

Local SEO increases your visibility on search engines for local searches.

Google My Business is a tool that allows businesses to manage their online presence across Google, including Search and Maps.

If you’ve ever searched for a business and seen a box on the right-hand side with details like address, phone number, reviews, and photos—that’s a GMB listing.

Why is it important to implement local SEO & GMB optimization?

• Local SEO refines your online presence to target specific geographical areas, so potential customers in your vicinity can find you.

• GMB provides essential business details – like hours, location, and services – directly on Google, making it easier for clients to contact or visit you.

Consider how major real estate brands like “Coldwell Banker” or “Keller Williams” have a strong local presence in many cities.

Key Elements

• Local keywords: Just like you’d search “pizza place near me,” make sure your online content includes the name of your town or area. It helps locals find you easily.

• Google My Business Profile: Fill it out completely. It’s your business’s online ID card. Post your address, hours, and high-quality pictures.

• Reviews: Encourage happy customers to leave positive feedback on Google. It’s digital word-of-mouth!

• Local Backlinks: Get mentions and links from other local websites or blogs.

2023’s real estate landscape demands a solid online presence. Local optimization, listing page, category optimization, and consistent quality content are your winning strategies.

A strategic approach to SEO can make all the difference in connecting with your audience. Aim not just for visibility but for relevance!

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