The real estate industry is going through a paradigm shift in the contemporary period. Like most other industries, real estate players have also taken the digital path to reach new customers and lure them with their offerings.
From leveraging Virtual Reality (VR) technology to sell properties to analyzing crucial data through AI, the real estate industry is hard on using the latest digital technologies to close sales.
Virtual tours of properties have become the norm in today’s world. However, to offer a professional browsing experience to customers, a real estate business needs to have a dedicated website. Unfortunately, realtors often experience issues ranking their websites in the SERP (Search Engine Results Pages).
SEO (Search Engine Optimisation) is the only solution for real estate websites to achieve better rankings in the SERP. Read on to learn about the best SEO strategies for real estate businesses.
The first step is to create a responsive real estate website for customers. Customers might ignore real estate websites that take time to load. Invest some time in the technical optimisation of your real estate website.
From URL to image optimisation, you will have to focus on several aspects. Try removing dead/broken links from your websites that might decrease responsiveness.
Most real estate customers will skip your website in the first few seconds due to the loading time.
According to statistics, if your real estate website loads faster than 2.9 seconds, it is already faster than half of the websites on the internet. Only 6% of websites on the internet load within 0.8 seconds.
A responsive real estate website will create an excellent first impression on the customers. Web crawlers also prefer websites with a lower loading time.
When someone searches on the internet, they use keywords to get the desired results. Keywords are the search phrases that are trending on web browsers. Every keyword has its ranking depending upon its search volume.
Realtors should include the top/trending keywords in their website content. When users enter the related keywords in the search engine, google bots rank your website highly in the SERP.
Realtors can use a keyword research tool to know the trending real estate keywords. The trending real estate keywords might change with time. At present, some trending real estate keywords on the internet are as follows:
- Real estate agent
- Commercial real estate
- Real estate developer
- Real estate market
- Real estate agency
- Real estate attorney near me
- Real estate agents near me
- Real estate broker
It is crucial to note that these are trending real estate keywords in the global space. Realtors should try to include local keywords that might best describe a particular city.
For example, someone living in America will search for real estate properties in American states. In such a case, using local keywords becomes essential.
Trending real estate keywords can be easily included in blogs on websites too. Check out this great example from Darren Robertson of Northern Virginia Home Pro:
The realtor’s have created a long-form piece of content with the keyword “cheapest states to buy a house” in mind, which has a 2,000 search volume potential. You can see from the metrics that the article has already amassed over 40 backlinks because it’s a useful resource for potential homebuyers and investors, and it will soon see the traffic numbers soar as the number of backlinks also goes up.
Realtors also share videos on their websites to grab the attention of customers. They can use the trending real estate keywords in video descriptions to catch the attention of web crawlers.
Don’t overdo keywords by stuffing them in every line, as it might decrease your SERP ranking. Web crawlers can easily identify a website trying to increase its ranking by overstuffing keywords. Instead, try to place keywords strategically to blend with the website content.
Most realtors think SEO is all about on-page and off-page strategies. The idea is to create relatable content for real estate customers. Realtors must research things/topics preferred by real estate customers.
For example, 50% of real estate customers prefer to take a virtual property tour before investing in it. It means realtors must include virtual tour videos on their websites to give the customers what they need.
Videos are essential to increase the ranking of a real estate website. All web crawlers prefer videos over any other type of content. By embedding video on the landing page of your real estate website, you can increase the ranking in the SERP.
You can also research other types of content preferred by real estate customers. When realtors create irrelevant content, the search engine might not show it to users. Web crawlers do not prefer showing content that isn’t helping the users.
Have you tried different off-page and on-page optimisation techniques to boost your SERP ranking? It is time to try using social media sites to your advantage. Realtors can try sharing website links on social media sites like Instagram, Twitter, and Facebook.
YouTube is another platform to promote your real estate website. Cross-platform promotion will help realtors bring more traffic to their websites.
Once organic traffic arrives on your real estate website, its ranking will automatically improve in the SERP.
Realtors often embed social media interactions and customer reviews on their websites. Even though Google has mentioned that social media interactions are not directly used for ranking websites.
However, studies have shown that customer reviews and social media interactions increase the website’s visibility. The website’s visibility is among the local ranking factors used by web crawlers.
In short, you might increase your ranking in the SERP by embedding customer reviews on your website.
Realtors can also try listing their websites on different sites and directories. It will help increase the visibility of the real estate website. Google My Business, Bing Places, and Zagar are some sites/directories to list your real estate website.
Many people rely on third-party directories to search for reliable real estate agencies. The visibility will increase by listing your website on third-party directories and sites. As a result, you can invite organic traffic to your real estate website.
There is no shame in learning from other real estate agencies and doing better. Realtors should indulge in competitor analysis within their jurisdiction. Try finding the real estate websites in your city/state having the same target audience.
Next, find their ranking in the SERP. If the competitors rank better than your website, try finding the reason.
Try to incorporate the elements that are missing and improve your ranking. You must take inspiration from other real estate websites, not copy their content.
Ranking websites for search queries on the top is a big challenge in today’s competitive digital landscape. Real estate websites must incorporate SEO best practices to reap the full benefits of their digital marketing efforts. Following the above-mentioned best practices can be a game changer.