It is becoming increasingly common for real estate companies to depend on Google to be seen. If the search engine doesn’t expose your company or you have a low ranking, it’s as if your company doesn’t exist for this great search engine. Businesses are looking to cushion this phenomenon through real estate SEO. Many times incorporating real estate SEO techniques can be complicated, so you can hire a specialized professional to help you improve your SEO.
Real Estate SEO (Search Engine Optimization) seeks to carry out SEO strategies for real estate in search engines, mainly Google, in order to increase the traffic of a real estate website.
How to achieve better real estate SEO?
Quality and highly segmented content
Content is the fundamental basis of real estate SEO. But it’s not just about publishing for the sake of it. Articles should add value to your target audience and provide key information about the industry and the services or properties you offer. When people search for content about the industry, they often do so with specific locations.
Do a good keyword research
Statistics show that 50% of search queries are four words or more, i.e. people search using relatively long and coherent phrases. Therefore, try to use Google Keyword Planner to observe the keywords most used by your target public and by the competition. You should always keep in mind the location, that is the starting point of real estate marketing.
Using effective titles for the real estate sector
The titles of blog articles and web pages (from the home page to those of properties and services) should be a true reflection of the keywords you use most in the content. In this way, they increase the possibilities that the search engines associate them with searches of users that use these phrases in their queries.
Uses images of the properties or related to the content theme
97% of Google results have at least one image on the page. It is important to keep in mind that a certain part of the users like to see visual content between the articles.
In addition, marketing in the real estate sector can be more successful when using photographs of the properties or related to the themes of the articles published.
Add videos and virtual tours
The use of multimedia material that helps buyers to have a more realistic view of the properties enriches the user’s experience and makes the website more consulted.
This results in a quality page that search engines will give higher priority when ranking results, since the visitor’s experience is a factor to be taken into account.
You should always create quality material, with the best tools.
Build links
One of the factors that determine the quality of a site is the number of external links pointing to it. To get them, the content that is published must be of very high value, worthy of being linked to by other bloggers.
Also, it is important to link your content to recognized real estate industry websites. That will tell Google that your posts are well documented and can provide value to the user.
Benefits
Search patterns for real estate positioning
| Search Patterns | Search Patterns |
|---|---|
| Type of property + No. of rooms + City
Example: 4 bedroom apartment in Escazú |
Type of purchase + Type of dwelling + No. of inhabitants + City + City
Example: 3 bedroom apartment for rent in Escazú |
| Type of property + city or place
Example: Apartment in Escazú |
Type of property + specific location + City
Example: Apartment in San Rafael of Escazú |
| Type of purchase + Specific location
Example: House for rent in Tamarindo Beach |
Type of house + New or second hand + city
Example: Newly remodeled house in Rohrmoser |
| Type of purchase + specific place + city
Example: Rent beachfront house in Pinilla |
Type of house + rent + place + city
Example: House for rent in San Antonio de Escazú |
| Rent or Buy + Type of property + large + close to + specific location
Example: Buy large apartment near the center of Guachipelín |
Type of house + residential + Location
Example: House in Bosques de Santa Ana Residence |
| Type of purchase + with + with + and + specific location
Example: Rental of house with pool and garage in Paraíso de Cartago |
Type of purchase + New + City
Example: New Apartment for rent in Grecia |
Solutions to the lack of information
DATA FROM LARGE CITIES WITH A SIMILAR PROFILE: The first solution is basically to use keyword information from larger cities or regions. The key is to use other similar and relatively close cities from which to extract data and take ideas for the targets on which you want to position. Probably if you want to sell a property in Brasilito it is better to use information from Tamarindo, as it is better known and searched in google.
RELY ON GOOGLE’S SUGGESTIONS: Google’s ‘autosuggest’ feature can be very useful for any real estate online marketing project. Google’s suggestions do not take into account if you have had 200 searches last month or only 20. If you search for “Inmobiliarias Escazú”, you can see other keyword suggestions, and intuit other relevant terms such as real estate Escazú housing rental, in case they are dedicated to it (or intuit that there is demand for that activity and value to carry it out), real estate Escazú, Guachipelín (a specific area of Escazú) or specific options of real estate in this city.
USE RELATED KEYWORD SUGGESTIONS: The last technique to locate the best terms in the real estate digital markting strategy is to use tools that provide terms related to the objectives. Although there are several options for this, Moz Keyword Explorer or SEMrush are the most liked options.
Real Estate SEO is the application of search engine optimization techniques to the websites of real estate professionals, mainly real estate agents and agencies. Although generic SEO strategies are fully applicable to this sector, there are specific strategies that optimize results and are necessary due to the peculiarities of this sector. This will make the work of these agencies more effective, simpler and faster, whether renting or selling a property.
