Want to learn all about the importance of SEO for estate agents? Look no further – we’ll explain everything you need to know in this comprehensive guide.
In any sector, a strong SEO (search engine optimisation) strategy is crucial. Forbes reports that mobile users search Google roughly 4.96 billion times per day worldwide!
Not everything on Google SERPs (search engine results pages) counts as SEO – you can also get on there through PPC (pay per click) advertising.
But ask yourself, how often do you really click on the ads instead of ‘real’ organic search results? Exactly!
Non-paid, organic clicks lead to 45% of your click-through rate on a desktop, according to Ahrefs. The next highest is ‘zero clicks’, at 26%, where searchers end their journey on the SERP.
Some estate agents query whether they need SEO though, given that when people look for property online, they usually head to the likes of Rightmove and Zoopla. Then after finding a property they like that you manage, they’ll get in touch with you.
But of course, that’s not the only way people learn about your agency online. When you search for ‘estate agents in Manchester’ online, for example, Rightmove is far down the list of results.
SEO helps potential homebuyers, sellers, landlords or tenants to readily encounter your website when their online enquiries align with your estate agent expertise.
Before we start getting technical, let’s take a quick step back. We’ll run through the SEO process for estate agents shortly.
First, here’s a quick refresher on what SEO involves.
What is SEO for estate agents?
Instead of paying for adverts to show up in Google search results, SEO is an organic way of getting your estate agent to appear high up.
This organic traffic generation – unlike paid advertising – establishes trust and credibility, attracting qualified leads with a genuine interest in your services.
Ranking prominently on Google signals to potential customers that your agency has the knowledge and experience to meet their needs. This sets your brand apart from less visible competitors.
As a leading SEO agency in London, we can confirm that the benefits of great SEO for real estate agents include:
- Higher visibility: Few will find your agency if it’s on the second page of search results – reportedly, 91% of people only click links on the first page
- Organic traffic: SEO attracts visitors naturally, saving you money on paid ads and building trust through genuine search interest
- Targeted leads: SEO helps you target the right audience by optimising for relevant keywords
- Credibility boost: Ranking high on Google signifies authority and expertise, giving your brand a competitive edge
- Long-term results: Unlike ads that stop working when you don’t pay anymore, SEO benefits can compound over time, creating a sustainable online presence
Estate agent SEO keyword research
By researching the search terms your ideal customers use, you discover what they’re looking for and the language they use. For example, ‘estate agents in Chesham’ or ‘letting agents near me’ and so on.
Then you can sprinkle these relevant keywords throughout your website’s content (without ‘stuffing’ – Google penalises this), from titles and meta descriptions to blog posts and landing pages.
Google will understand that your content is a good fit for what searchers are looking for, putting your website higher in the results.
Furthermore, keyword research unlocks valuable insights into your audience’s needs and pain points. You can tailor your content to address these directly.
It’s not just about those short-tail keywords – long-tail keywords, often exceeding three words, can often achieve superior SEO performance, particularly in three key areas:
- Less competition: Unlike the most searched-for ones, long-tail keywords boast significantly lower competition within SERPs
- Higher conversion potential: Searchers typing in long-tail keywords tend to have a higher purchase intent
- Audience insights: Long-tail keywords can provide useful data on the nuanced questions, needs and preferences of your target audience
Local SEO for estate agents
It’s important to have an up-to-date Google My Business profile as an estate agent, given the region-specific nature of your work.
With a strong profile and SEO, when people search for ‘estate agents in [area]’, for example, you’re more likely to show up in the listings when Google Maps features on the SERP.
For boutique estate agents in particular, don’t forget to think local with your SEO strategy.
If you’re based in the south west for example, research keywords for the areas you serve – for example, ‘estate agents in [Torquay / Exeter / Plymouth / Cornwall / Devon]’ and so on.
Then think about the content your local community is interested in. Could you write blogs about these topics, so that your website becomes a go-to information resource for locals in the area?
Positive reviews – and your responses to them – can also help improve your SEO for a local search, Google has confirmed.
If you have some negative reviews, take action – fast. Here’s a case study on how to handle negative Google reviews!
Estate agency SEO content
To translate your keyword research into organic SEO, you need content. Let’s talk about your blog!
Blog posts are some of the best places to strategically put targeted keywords in your website content. This increases the likelihood of your website appearing in search results for relevant queries.
Also, consistent blog post publication signifies website freshness – a factor that Google algorithms take into account, according to Moz.
By regularly producing new content, you encourage Google to crawl and index your website more frequently, ensuring your latest posts appear promptly in search results.
Aim for content demonstrating the so-called Google E-E-A-T principles. That stands for experience, expertise, authoritativeness and trustworthiness.
With that in mind, blogs are platforms for valuable backlinks. These are external links from reputable websites directing traffic to your content.
Google and other search engines consider these connections as endorsements, elevating your website’s authority and trustworthiness – more on this shortly.
Broadly speaking, that’s how SEO for real estate agents works. But now let’s get into some more of the nitty gritty details!
Now we’ll explore the difference between on-page and off-page SEO.
On-page SEO for estate agencies
SEO on-page is about improving the visibility and relevance of your content within search results.
Beyond writing great content with targeted keywords, let’s look at some key on-page SEO factors:
- Title tags and meta descriptions: Optimise these with relevant keywords and relevant descriptions
- Headings and subheadings: Use H1, H2, and H3 tags to structure your content and highlight key points
- Image alt text: Include descriptive alt text for all images, providing context for both your readers and Google
- Internal linking: Link to relevant internal pages within your website to improve navigation and structure.
- Page speed: This is a crucial principle in web design for estate agents – make sure your website loads quickly! Potential customers won’t hang around…
- Mobile optimisation: Ensure your website is easy to navigate and functions flawlessly on all devices
- Structured data: Include a structured data markup, providing additional information to search engines
Want to know more? Check out our guides on on-site optimisation for beginners and also, here are ten steps to better SEO through on-site optimisation.
Lastly, let’s take a quick look at off-page SEO.
Off-page factors
Off-page SEO is all about building your website’s reputation outside your own website’s content.
This is the online equivalent to word-of-mouth recommendations. Arguably the key thing you need for good off-page SEO are backlinks, i.e. other trusted websites posting links to your website’s content.
This is one of the more challenging criteria to achieve. Ranking criteria includes:
- Number of backlinks: More backlinks from high-quality websites signify greater authority and trust
- Backlink quality: Focus on acquiring backlinks from relevant, reputable websites in your sector
- Backlink diversity: Acquire backlinks from various sources, avoiding unnatural link profiles
Other parts of your broader content marketing strategy also count as off-page SEO factors, such as:
- PR
- Social media
- Guest blog posting
- Influencer marketing
- Forums
And much more!
Final thoughts: SEO for estate agent companies
We hope this guide has given you plenty to think about when it comes to a strong SEO strategy for estate agents.
For more details, check out the SEO section on our blog. There you’ll find plenty more tips for SEO success.
In particular, as a starting point, check out these two guides:
And if you need some hands-on help with your SEO strategy, you’re on the right website already!
We are UWP Group – a leading digital marketing agency in London. In this case study, find out how SEO can help your business.
For more information about our services or for any queries, please don’t hesitate to contact us.