LOCAL SEO FOR REAL ESTATE

Matthew Carter
Hello friends, my name is Matthew Carter. I’m a professional link builder for a large SEO agency in New York City.

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Many will not have that link pass any “link juice” to you by using a rel=nofollow tag. Some go to great lengths to not have any outbound links showing. Even very powerful, real estate domains such as Zillow linking to your site from a profile page will have little impact your your real estate sites authority.

Backlink creation is the single most important, and most challenging task of an SEO Agency or individual.

The obvious key-phrases are simply *your city* real estate or *your city* homes for sale. In many instances, these can be the most searched keyword phrases but are not necessarily what keywords you should be going after.

Your meta description is slightly longer at 160-300 characters. The meta description for each page provides a quick description of what the page itself is about. The meta title plays an important part in the ranking of the page while a well written meta description will entice users to click on your site as opposed to the others in the search results.

The meta title for each page should include the main keywords you would like to rank. When you boil all of the content on the page down – you should end up with your meta title. The meta title for each pages should be somewhere between 10 and 70 characters long.

Backlinks from Authoritative Real Estate Websites.

It is possible to rank your website yourself , but because of the complexity and the unique challenges in real estate SEO – many choose to pay an expert. Because of the intense level of competition, you may find that the SEO pricing, when referring to the real estate vertical is higher than others.

Any SEO agency may not be up to the task either. Just because they may have the SEO tools, they most likely do not have the real estate tech background to understand IDX (which will make up the vast majority of your content) as well as other unique aspects of real estate SEO.

Unfortunately, many REALTORS do not know what is needed to organically rank their website. We will cover the basic steps for ranking a real estate website using real estate SEO best practices.

Although real estate Search Engine Optimization is more competitive and has some unique challenges, many of the steps involved in ranking real estate websites are the same as traditional website search engine marketing.

Of course there is. The “ real estate ” search may be wanting statistics on the local market, or other general information on the real estate in the respective city. Where the “ condos for sale ” search is expecting to see active listings in the respective condominium complex.

You need a Digital Marketer that understands real estate. We have a deep history in real estate including: sales, brokerage ownership, training as a licensed real estate instructor, Board of Directors for multiple MLS’s including past President of one of the nation’s largest MLS’s and heading technology, strategy and internet services for some of the nation’s largest real estate brands brokers with over 5,000 agents.

Your keyword research should include not only the obvious but every deviation of those keywords. For instance, * your city * + homes for sale should also include:

Verifying your GMB listing will usually require a postcard being mailed to the business address claimed. The postcard will contain a PIN – which you enter into GMB for verification.

All agents and brokers should have the following social media accounts:

The Best Backlinks.

Once your Google Business Profile account is created and verified, you will want to create/update citation accounts. Citation accounts are websites that reference your business online such as Facebook, Yelp, Yellow-Pages and Foursquare. There are literally thousands of potential citation/directory websites that you can put your business information on. We can not stress enough how important it is to insure that all citations have the identical NAP as you Google Business Profile listing.

For most of you, your best bet in the website audit process is to either use a free website audit tool like the one One Click SEO provides, you could also use specialty SEO tools like Screaming Frog, ahrefs, SEMrush or SERPed.

For the last 7 or so years, Google has been moving from a quantity of content to quality of content algorithm for ranking. Throwing out thousands of mostly duplicate content pages dilutes your QUALITY CONTENT that you should be pushing out of your site.

The first step in establishing your local SEO is creating and claiming your Google Business Profile listing . This will officially tell Google about your brand, your business name, business address and business phone number. Digital marketing experts call that your NAP (Name, Address, Phone Number). A super important aspect of this process is ensuring that your NAP is consistent with your Google Business Profile account and your other online mentions such as Facebook, Twitter and of course, your website.

Now that your local SEO is in place and you have a good idea of what keywords you would like to be found for, the next step is completing an SEO website audit.

Another new technology that can be leveraged to speed up your real estate website is AMP . Accelerated Mobile Pages (AMP for short) is a process in which you create a stripped down version of your web page or blog to make it AMP compatible. AMP pages are then delivered straight from Google’s servers for lightning fast results. Having AMP pages on your real estate website for your blogs can provide a super fast experience for your readers. Its important to note — you generally cannot place real estate listings from IDX on an AMP page, so you will need to have those pages load fast without AMP.

Real Estate Keywords.

After those authoritative websites, you are fighting the large brokers. You even have to fight with the Real Estate Franchises such as Keller Williams, Remax and Coldwell Banker.

Each of these search phrases will have a different number of monthly searches, different levels of competition and ultimately the user (the person doing the search) will have a different intent.

Anyone in real estate understands one of the main reasons that home buyers and sellers use the internet in the real estate sales process is to search for listings . The process of having real estate listings from other brokers displayed on an agents site is through the implementation of IDX or a VOW, with IDX being the dominant option. There is a long history of IDX and bringing listings online.

One Click SEO (formally DEAN Knows) just doesn’t to pretend to understand real estate marketing , we have been deep in it for almost two decades. We understand that having your real estate website show up for a major real estate search term shows market dominance.

The quality and quantity of backlinks that point to your real estate website is what shows Google that you are an authoritative source of quality information. There are different ways to acquire backlinks, but it is very important to remember that all backlinks are not created equal.

Most REALTORS, brokers and real estate teams are well aware of the power of the online review . Whether you get your reviews on Zillow, Yelp, Google or your own real estate website, you should maximize every testimonial.

Is there a different user intent if the search is * city * real estate vs waterfront condos for sale in *subdivision* ?

Whenever Google’s algorithm infers the aim of a search is seeking something or someone local it lists geographically-tuned results (more on this later). Unfortunately, given the algorithm’s inherent complexities—plus extensive competition at the local level—it can be confusing to know exactly where to focus your optimization efforts to maximize the results.

Number of Google Reviews (that Include Text, Not Just a Star-Rating): Essentially, that means get more GMB reviews.

If you perform a local-intent search (i.e., not global or generic search), as mentioned, Google generates local results and it divides them into various sections: paid ads , local-pack , and organic results . Images to illustrate each element are attached below.

Ranking in Google’s “Knowledge Graph”

Verified (VS. Unverified/Unclaimed) GMB Listing: If you’re not already verified, do so here: Verify your business on Google .

But consider this: per a recent WhiteSpark study, the importance of Google My Business (GMB) has increased greatly over the past several algorithmic updates in terms of its weight in the search results. The point in bringing his up is to suggest that rather than trying to do all-things SEO to rank, it’s strategically viable to simply focus on improving your GMB. (You can breathe a sigh of relief now 😅)

GMB Profile “Completeness”: Yeah, this one’s obvious. as in, OBVIOUSLY EASY! No excuses, fill out every section of your GMB—down to the tiniest details: opening date, appointment links, and so forth.

GMB listings appear inside Google Maps and/or Google Search.

In Google Search, for instance, your GMB profile may appear in what’s known as the “Knowledge Graph,” which, when viewed on a desktop browser, displays a section on the righthand portion of the screen that compiles information gathered from multiple sources into one concentrated space. On a mobile device, it’ll appear at the top of the page. Reference the image below.

Soft suspension : basically, your GMB’s “verified” status is removed and you can no longer edit/manage your GMB. It still lists and ranks in searches though.

Ranking in Google’s “Local Pack”

Refer back to the part where I talked about “See new profile performance” section in the Insights of your GMB. Use it to determine the keywords on which you’re already ranking AND/OR the phrases on which you’d like to rank on more frequently.

Product- and/or Service-Related Keyword Relevance Across Domain: Does the content across your website match-up with the scope of services offered according to your GMB? If yes, great. If not, fix that!

Like I said before, all local-intent searches will trigger a list of geographically tailored results. However, GMB profiles in particular display only when Google infers the searcher is specifically seeking a certain local business—not just generalized local info.

Physical Nearness of Business Address to the Point of Search: In the Local Pack (as well as in Google Maps), assuming your browser is tracking your device’s physical location, it’ll actually show your geographic distance to the address of the subject GMB.

Leveraging GMB Insights.

Removing SPAM Listings via SPAM Fighting Techniques: If you spot fake or illegitimate GMB profiles outranking you in the search results, flag ‘em! Recommend a name-change, mark it as closed, or fill out a Business Redressal Complaint Form .

The stronger your GMB profile’s location authority , the more likely it is to display in the search results.

For any type of local business—shops, services, and so forth—ranking on local-intent Google searches is extremely advantageous: website clicks, inbound customer calls, messages, and more!

Search Engine Land conducted a sample analysis in which the found that Google took action against roughly 40% of GMB accounts engaged in adding “unnecessary” and/or “unreasonable” terms and descriptors that didn’t match-up with their real-world business names.

The other way your profile might rank in Google Search is in what’s known as the “Local Pack,” a section on the results page that shows a handful of local businesses related to the search query.

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