7 Keys to Local SEO for Real Estate Marketing

Online marketing is a marathon that requires consistent SEO to adapt to the ever-changing landscape of online consumer behavior. Knowing the best SEO methods to apply can make the difference between great business growth and spinning your wheels. SEO is a way of describing the work you need to do to be discovered by your target audience online. Any business that gets some of its customers locally can take advantage of local SEO. That could be a pizza parlor, hardware store, agent, broker, dentist, or lawyer. If you have a physical address or work in a specific geographic area, you have to get your local SEO going.

Here are the seven keys to local SEO for real estate marketers:

1)  Be as unique as possible with SEO.

There is an art and a science to being a good marketer in real estate. If you don’t resonate with the audience you’re connecting with, there will be no transaction to get commission from. As a people, we respond to the exceptional. Without a remarkable factor, we are destined to be ignored. Search engines are in the business of providing the best possible search results to the people looking for answers. Your job as a marketer is to tell the story of how you create value for the audience you serve, and that includes highlighting your unique knowledge of the market.

2)  Keyword research is crucial to understanding consumer intent.

Keyword research may be the most overlooked aspect of SEO. While most real estate marketers will happily spend countless hours on their social media strategy and content marketing, very few spend the time needed to learn how to actually do effective keyword research. Keywords largely determine which potential customers find you via search. Consider it potentially free traffic if done correctly. Including your location in your keywords is a great way to make sure you reach customers specifically interested in the market you serve.

Use the Google search bar for long-tail keywords:


Check your search queries in Google Adwords:


Check the organic terms you rank for in Google Analytics:

3)  Have Good headlines

Many spend countless hours creating awesome content and add a title as an afterthought. This is killing your conversion rates because even if 8 out of 10 people read your headline, only two out of 10 will read the rest of your post.

Start with something like “Selling Your Home in a Day” and apply the formula from the left. You end up with “How to Effortlessly Sell Your Home in Less Than 24 Hours.” You could also try some other simple formulas:

  • Who Else Wants [blank]
  • The Secret of [blank]
  • Little Known Ways to [blank]
  • What Everybody Ought to Know About [blank]

4)  Create awesome content, & reuse it!

Creating awesome content that educates, informs, and engages consumers through the entire customer life cycle will be a requirement for any business looking to survive the decades to come. Consumers are in the drivers seat and have grown to expect value added experiences.

Look at what some of your competitors are doing in the space. It can be a source of inspiration and give you insight into what types of content is resonating with similar audiences.

When creating content make sure you are aware of these four things:

  • Timing – make sure it is a good time when your target market is online
  • Collaboration – tag other local business/partners
  • Design – make sure design is clean and easy to read
  • Built-in social sharing – make sure it is easy for consumers to share

5)  Optimize all of the little SEO details

On-site for local real estate SEO requires some slightly different tactics than national SEO. First, you want to make sure your business name, address, and phone number is used throughout your website and that it’s the same ones that you used for your local listing and citations. Then you want to use your state, city, and town names in your title tags, meta descriptions, and in the content that you create for your site.

Choose a website platform that lets Google, Bing, and Yahoo index the pages. Make sure all of your listings are indexable and have an XML sitemap. Without it, you can’t take advantage of the incredible SEO value of real estate listings.

6)  Know how local SEO differs from national SEO.

While there’s a lot of overlap in the elements that apply to both local and national SEO (indexing, on-page factors, social, listing optimization, backlinks, and great content), local comes with a few unique elements that require your attention.

In the current world of search, all roads lead to Google. In regards to local search create and claim a local profile on Google, Bing, Yahoo, Realtor, Trulia, and Zillow. This local listing is what generally shows up in localized search results.

Then there is the citation. A citation is simple: It’s any place online that uses your comp

any’s name, address, and phone number all on the same page. It’s imperative that this citation information is in the same format as your local listing.

Lastly, there are reviews. The quality and quantity of reviews that customers leave for your business on Google Places and Yelp (especially of iOS search results) are one of the most important search ranking factors for local discovery.

7)  Optimize your website for mobile discovery.

In today’s world, mostly all consumers are doing their searching on their mobile devices. So much so that 78 percent of local-mobile searches result in offline purchases, and if your website isn’t conducive to being viewed on a mobile device, you are likely turning customers away.

In conclusion, it is very important to make sure you are using everything out there to get the local SEO you need to be the top in your market. Nikki Roycraft is hosting a class on December 19th from 2:00-3:00pm at our main office in Otsego. If you would like to come and RSVP click here or reach out to her for questions on this click here.

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