Local SEO for the Real Estate Agent

What is the difference between local SEO and SEO?  For the Agent it is the difference between optimizing your website locally rather than regionally or nationally. For example “Florida Real Estate” versus “Miami Waterfront Real Estate”.  For the Real Estate Agent getting more local, or as some call it ‘hyper-local‘, means focusing your efforts on a specific niche in your market.  The payoff is more qualified leads.

Let’s take a look at what you should consider when working on the SEO of your Real Estate Website.

1:  Keyword Research

Any good SEO campaign starts with keyword research.  I always use Google’s Keyword Tool.

To begin with select your first keyword or keyword phrase.  For this example I will use “Real Estate in Miami Florida”.  I will also limit the results to within the United States. I also usually select “Only show ideas closely related to my search terms” so you will get results with only your keywords in them”.

As you can see from the image below the main search term according to Google is a “Medium Competitive” term.  This is good since you don’t want to be competing with the larger franchises or offices.  But within these results are some other good choices such as; “real estate in Florida Miami” and “real estate for sale in Miami Florida”.  If your results were too small you can then un-check the “Only show ideas closely related to my search terms” and get results that are also related to you keywords.

View full sized image

2:  On Page Optimization

Once you select your keywords you then need to implement them into the webpage you are optimizing.  Using my example above you would need to place “Real Estate in Miami Florida” in the following places;

  1. H1 Tag (title of your page/post)
  2. Title Tag (meta data)
  3. As close to the first words in your opening sentence as possible
  4. Lastly place them in the actual content of your website — but don’t go overboard!  A good rule of thumb would be no more than 3-5 times per 500 words.

3:  Unique Content

I have said it a thousand times before — content is the backbone of your website AND your SEO efforts.  Unique and well written content can do more for your website than anything else.  Creating consistently fresh content on your site will keep your visitors coming back to see what is new. A good post I wrote entitled Key Components of Web Content SEO shows in more detail how good content is effective in writing webpages.

4: Backlinking

Getting people to backlink to your site is a fantastic way to show Google you are an authoritative source.  And one of the best ways to get people to backlink to you is to have good content.  Give them a reason why they want to backlink to you!

An important point to remember when building backlinks is to focus on quality over quantity. So make sure that the links pointing to your site are from reputable and related sites. A simple rule is this – if a site complements your site but is not a direct competitor, then you should ask them for a link.

In my example above good backlinks could come from restaurants, attorneys, appraisers and local businesses in the Miami area.Don’t be shy about putting some outbound links on your website as well.  Good resource links to related information will make a good user experience for your visitors.

For more information on Back Links see my post SEO 101 – Are Back Links Important to my Blog?

So the next time you add a new page to your website keep these things in mind and hopefully this has given you some better knowledge of SERP’s (Search Engine Results Pages).

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