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  • Writer's pictureJessica Redman

Ultimate Guide to Local SEO for Real Estate Agencies

Updated: 3 days ago

Understanding Local SEO

Local SEO involves optimising your website and online profiles to improve visibility in local search results. This includes:

  • Creating and maintaining a Google Business Profile

  • Ensuring consistent Name, Address, and Phone number (NAP) across all online platforms

  • Using location-specific keywords in your content

  • Building local backlinks and citations

How Local SEO Differs from General SEO

Local SEO targets geographically-related searches. General SEO, on the other hand, aims to improve visibility on a national or global level. For real estate agencies, focusing on local SEO ensures that people in your service area, or that are searching for properties in your service area, can find you easily.

Why is local SEO important to real estate agencies?

  • Increasing Visibility - Appearing in local search results puts your agency in front of people searching for real estate services in your area.

  • Building Trust - Positive reviews and accurate local listings build trust with potential clients.

  • Driving Traffic - Local SEO drives more targeted traffic to your website and listings.

  • Business Value - Dominating the area for relevant searches can also help drive the perceived value of the business.

Setting Up Your Google Business Profile

A well-optimised Google Business Profile (used to be known as Google My Business) is essential for local SEO. It helps your real estate agency appear in local search results, Google Maps, and the Local Pack. Follow these steps to set up and optimise your GB profile.

  1. Create Your GB Account:

  2. Go to the Google My Business website and sign in with your Google account.

  3. Under ‘Find and manage your business’ enter your business name.

  4. If your business appears in the list, select it. If not, choose ‘Add your business to Google.’

  5. Enter Your Business Information

  6. Provide accurate business details: name, address, phone number, and website.

  7. Choose the correct business category, such as ‘Real Estate Agency’ or ‘Estate Agent’

Verify Your Business

  • Google will send a postcard with a verification code to your business address.

  • Enter the verification code in your GM account to confirm your business location.

Optimise Your Profile

  • Business Description: Write a clear, concise description of your agency and the services you offer.

  • Photos and Videos: Upload high-quality images and videos of your office, team, and properties.

  • Business Hours: Ensure your operating hours are accurate.

  • Attributes: Add relevant attributes, such as ‘Wheelchair Accessible’ or ‘Appointment Required.’

Importance of Accurate Business Information

Accurate business information ensures that potential clients can find and contact you easily. Inconsistent or incorrect details can lead to confusion and missed opportunities. Ensure that your  information is consistent across all online platforms, including your website, social media, and local directories.

Tips for Adding Photos, Videos, and Virtual Tours

  • Photos: Include images of your office, team members, and notable properties. High-quality, professional photos attract more views and engagement.

  • Videos: Short videos showcasing property tours, client testimonials, and behind-the-scenes footage can engage potential clients.

  • Virtual Tours: Use 360-degree virtual tours to give potential clients an immersive experience of your properties.

Encouraging and Managing Customer Reviews

Positive reviews enhance your agency's credibility and improve your local search rankings. 

Follow these tips to manage reviews effectively:

  • Ask for Reviews - request reviews from satisfied clients via email or in-person. Send them the link to your profile to make it easy for them to find you.

  • Respond to Reviews - thank clients for positive reviews and address any concerns in negative reviews promptly and professionally.

  • Monitor Reviews - regularly check your GMB profile for new reviews and respond accordingly.

Keyword Research for Local Real Estate SEO

Effective keyword research is vital for local SEO. It helps you understand what potential clients are searching for and how to tailor your content to meet their needs. 

Here’s how to conduct keyword research for your real estate agency.

Google Keyword Planner - Use this free tool to find keywords related to real estate in your area. Focus on keywords with a good search volume and low competition. Once you have built some visibility for those less competitive keywords, you can start targeting the higher volume, more competitive ones. 

Google Trends - Analyse the popularity of specific search terms over time. This helps you understand seasonal trends and shifts in search behaviour. As an example, you might see more price-based search or mortgage-based queries during times of economic slowdown, and more search around house size, garden size etc when the economy picks back up.

Ubersuggest - A tool that provides keyword suggestions, search volume, and competition data. It’s useful for finding long-tail keywords.

Local SEO Keywords Tool - Tools like BrightLocal’s Local Search Rank Checker help you identify competitors that are performing well in your specific location.

Long-Tail Keywords 

Long-tail keywords are longer, more specific phrases that potential clients are likely to use when they’re closer to making a decision. These keywords often have lower search volume but higher conversion rates. Examples include:

“Luxury homes for sale in [City]”

“Affordable apartments near [Landmark]”

“Best real estate agents in [Neighbourhood]”

Using long-tail keywords helps attract highly targeted traffic and can improve your chances of converting visitors into clients.

Incorporating Keywords into Your Website Content

Once you’ve identified relevant keywords, incorporate them strategically into your website content:

  • Title Tags and Meta Descriptions: Include your primary keywords in these elements to improve click-through rates from search results.

  • Headings and Subheadings: Use keywords in your H1, H2, and H3 tags to structure your content and make it more SEO-friendly.

  • Content: Naturally weave keywords into your blog posts, property descriptions, and service pages. Avoid keyword stuffing, which can harm your SEO.

  • Image Alt Text: Use keywords in the alt text of images to improve your site’s accessibility and SEO.

  • URLs: Include keywords in your page URLs to enhance relevance and search engine visibility.

On-Page SEO for Real Estate Websites

On-page SEO involves optimising individual pages on your website to rank higher and earn more relevant traffic in search engines. For real estate agencies, on-page SEO ensures that your site is easily navigable, fast, and filled with valuable, keyword-rich content.

Optimising Website Structure and Navigation for Local SEO

A well-structured website improves user experience and helps search engines understand your content. Follow these best practices:

Clear Navigation - Ensure your website has a clear, logical navigation structure. Use descriptive labels for menu items to make it easy for users to find what they need.

Silo Structure - Organise content into categories and subcategories. For example, create separate sections for buying, selling, renting, and local market information.

Internal Linking - Use internal links to connect related pages and help search engines crawl your site more effectively.

Creating Location-Specific Landing Pages

Location-specific landing pages target specific areas you serve. These pages should provide detailed information about real estate opportunities in those locations. Include:

  • Location Keywords: Use keywords that include the city or neighbourhood name in titles, headings, and throughout the content. You should also add a map, and add a pin to highlight where your office can be found.

  • Local Information: Add valuable information about the area, such as nearby schools, amenities, market trends, and community features.

  • Listings: Highlight properties available in the specific location to attract potential buyers or renters.

Creating High-Quality Local Content

Creating high-quality, locally relevant content is essential for improving your local SEO and engaging your target audience. Here’s how to develop content that attracts potential clients and boosts your search engine rankings.

Neighbourhood Guides

Write detailed guides about the neighbourhoods you serve. Include information on schools, amenities, local businesses, and community events.

Market Trends

Share insights and analysis on local real estate market trends. This can include price changes, inventory levels, and market forecasts.

Property Listings

Regularly update your blog with new property listings, including photos, videos, and virtual tours.

Client Testimonials

Showcase stories and testimonials from satisfied clients. Highlight successful transactions and positive experiences.

Local Events

Cover local events and community activities. This not only attracts local traffic but also establishes your agency as an active community member.

Blogging About Local Real Estate Market Trends, Neighborhood Guides, and Community Events

Local Real Estate News

Stay updated on local real estate news and share important updates with your audience. This can include changes in zoning laws, new developments, and housing market reports.

Seasonal Content

Create content around seasonal events and trends. For example, write about the best time to buy or sell a home in your area or seasonal home maintenance tips.

Event Coverage

Attend and cover local events related to real estate. Share your experiences and insights in blog posts or social media updates.

Building Local Citations and Backlinks

Local citations are mentions of your business's name, address, and phone number (NAP) on other websites. They can appear in local directories, social media profiles, and industry-specific sites. Consistent and accurate citations are vital because search engines like Google use citations to verify the legitimacy of your business, and as a result, they boost your organic visibility. Citations also help potential clients find your business through various online platforms.

Strategies for Building Local Citations

Claim and Optimise Directory Listings  

Ensure your business is listed on major local directories such as Yelp, Yellow Pages, and industry-specific directories. Verify that your information is consistent across all listings.

Leverage Industry-Specific Directories

List your real estate agency on industry-specific sites like, Zoopla, Zillow, and Trulia. These sites have high authority and can significantly boost your visibility.

Partner with Local Businesses

Collaborate with local businesses and organisations. This can include sponsorships, joint events, or partnerships. Request backlinks in exchange for your participation or support.

Guest Blogging

Publications are always looking for expert guest writers to contribute on a specific topic. You can email editors at local magazines and papers and pitch to write for them - failing that, they may offer you a sponsored post opportunity. While this may not directly contribute to your SEO rankings, it’s a great way to drive brand awareness locally.

Local News Outlets

Engage with local news outlets by providing expert commentary on real estate trends. When they cite your insights, request a backlink to your website.

Community Involvement

Participate in local community events and activities. This can lead to mentions and backlinks from event organisers and local media.

Monitoring and Analysing Local SEO Performance

Regularly monitoring and analysing your local SEO performance is crucial to ensure your strategies are effective and to identify areas for improvement. Here’s how to track your performance and adjust your strategies accordingly.

Tools for Tracking Local SEO Performance

  • Google Analytics (GA4): Provides insights into your website traffic, user behaviour, and conversion rates. Use it to track the effectiveness of your local SEO efforts.

  • Google Search Console: Helps you monitor your website’s search performance, identify issues, and understand how Google views your site.

  • Moz Local: Tracks local search performance and provides insights into your local SEO, including citation accuracy and presence.

  • BrightLocal: A comprehensive tool for managing local SEO, including citation building, reputation management, and rank tracking.

  • Ahrefs: Offers detailed backlink analysis and keyword tracking, which are essential for understanding your local SEO performance.

Working with an Expert

We know that there is a lot to Local SEO, and it can seem quite overwhelming. At Didgeheads, we specialise in delivery SEO strategies for luxury real estate agencies all over the world. Schedule a free consultation with our team to see how we can help.

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