Ultimate Guide to Real Estate SEO: How to Earn Traffic & Leads

Are you in the real estate industry and want to land more potential buyers? Your online presence is everything, so in this post, we will dive into how you can optimize your real estate business online to capture traffic and generate leads.

Target Local Keyword Phrases

To kick-start your real estate SEO efforts, focus on targeting local keyword phrases that potential buyers are likely to search for. Research shows that 69 percent of home shoppers begin their research with a local keyword phrase, such as “Glendale realtor.” Start by optimizing your website for search terms like:

  • [City] real estate
  • [City] homes for sale
  • [City] real estate listings
  • [City] realtor
  • [City] real estate agent

Create dedicated landing pages on your website that utilize these keywords. For example, if you operate in Glendale, include pages like “Glendale Homes for Sale,” “Living in Glendale,” “Glendale Real Estate Testimonials,” and “About Your Glendale Realtor.” Incorporate these strategic keywords throughout your content and provide valuable information related to the local area, such as school districts, crime rates, median income, and public transportation.

Write Blog Posts on Properties You Want to Sell

While representing numerous listings, there are always a few properties that you’re particularly motivated to sell. Write blog posts targeting specific properties by using their addresses as keywords. Craft unique content of around 200 words describing the features and highlights of each property. Incorporate the address keyword in your meta description, title tag, alt text, and file names of photos within the content itself. This will help your blog posts rank higher in search results and attract potential buyers searching for specific properties.

Take Advantage of Photos and Videos

Engaging visual content is crucial for a successful real estate website. Home buyers love browsing through photos and videos to better understand the properties they are interested in. Provide video tours of homes and capture testimonials on video as well. Consider recording testimonials right after a buyer receives their keys, as this is when they’re most excited. Additionally, research shows that listings with videos receive significantly more inquiries compared to those without. Enhance your website’s engagement and visibility by incorporating high-quality photos and videos.

Make Your Site Mobile-Friendly

Make sure your website is optimized for mobile devices since 89% of people looking for a new home use their mobile devices during the home-buying process. Implement responsive design, which is Google’s preferred mobile configuration. Responsive design simply means that your website will render on different screen sizes and resolutions.

Get Listed in Directories

Real estate directories attract significant traffic, making them valuable platforms for realtors. Ensure you are listed in popular real estate directories like Trulia, Zillow, RedFin, and Homes.com. These directories receive millions of page views monthly, providing ample opportunities to capture potential clients. By leveraging these platforms, you can enhance your online visibility and increase your chances of connecting with interested buyers.

Optimize Your Bio on Your Broker’s Website

If you work with a real estate agency, optimize your bio page on their website. Although this sub-domain may not rank well for local keyword targets, it’s an excellent opportunity to optimize your name as a keyword. Include your full name in the title tag and meta description, if possible. Additionally, utilize the bio page to provide contact information and a link to your personal website. Optimizing your bio on your broker’s website improves your online presence and increases the likelihood of being found by potential clients searching for your name.

Incorporate Social Media  A social media presence is an excellent way for real estate professionals to engage with potential home buyers. Research which platforms your target clients are most active on and engage with them there. Share valuable content, such as property listings, market updates, and tips for buyers and sellers. Utilize relevant hashtags like #realestate and #listing to expand your reach and attract a broader audience. A strong social media presence can foster trust and credibility among potential clients.

By implementing these strategies, you can optimize your real estate website, attract targeted traffic, and generate valuable leads. Embrace the power of local keywords, create compelling blog posts, leverage visual content, optimize for mobile devices, utilize directories, optimize your bio, and harness the potential of social media. Stay ahead of the competition and establish a strong online presence that drives your real estate business to new heights.

FAQ: How can I optimize my real estate business online to capture traffic and generate leads?

Optimizing your online presence will be vital to the success of your real estate business. I specialize in this field and understand its significance; discover some strategies to boost it, drive traffic, and convert leads.

  1. Comprehensive Keyword Research:

Identify and understand the buyer intent search terms relevant to your real estate niche. Tailor your content around these keywords to ensure your website appears in the right search results. Tools like Google Keyword Planner can assist in finding the most effective keywords.

  1. Engaging Website Design:

Create a user-friendly and visually appealing website. Potential clients should easily navigate property listings, neighborhood information, and contact details. A clean, intuitive design contributes to a positive user experience, encouraging visitors to explore further.

  1. High-Quality Content:

Content is king, and it’s no different in the real estate world. Regularly publish informative, relevant, and engaging content. This could include market trends, neighborhood spotlights, or home-buying tips. A blog adds value and boosts your website’s search engine ranking.

  1. Local SEO Optimization:

Optimize your website for local searches by claiming and updating your Google My Business profile. Ensure your business information is accurate, including your location, contact details, and business hours. This enhances your visibility in local search results.

  1. Social Media Presence:

Leverage social media platforms to connect with your audience. Share visually appealing content, such as property photos and success stories. Engage with your community, respond to comments, and use targeted advertising to reach potential clients.

These strategies form a solid foundation in optimizing your real estate business online.

Step-by-Step Guide: Optimizing Your Real Estate Business Online

  1. Conduct Thorough Keyword Research:

Utilize tools like Google Keyword Planner to identify relevant keywords and phrases.

  1. Update Website Design:

Ensure your website is visually appealing, easy to navigate, and mobile-friendly.

  1. Develop High-Quality Content:

Regularly publish informative blog posts tailored to your target audience.

  1. Implement Local SEO Strategies:

Claim and optimize your Google My Business profile with accurate business information.

  1. Build a Social Media Presence:

Engage with your audience on platforms like Facebook, Instagram, and X.com.

  1. Utilize Visual Content:

Share captivating property photos and videos to attract potential clients.

  1. Encourage Client Reviews:

Request satisfied clients to leave positive reviews on your website or other review platforms.

  1. Leverage Email Marketing:

Build an email list and send newsletters with valuable content and property updates.

  1. Optimize Website Speed:

Ensure your website loads quickly to provide a seamless user experience.

  1. Implement a Lead Capture System:

Use contact forms, pop-ups, or chatbots to capture leads on your website.

  1. Monitor Analytics:

Regularly review website analytics to assess the effectiveness of your strategies.

  1. Stay Informed About Trends:

Keep up-to-date with real estate and digital marketing trends to stay ahead of the competition.

  1. Network with Local Businesses:

Collaborate with other local businesses to expand your reach and referral network.

  1. Host Virtual Tours:

Utilize technology to provide virtual property tours for potential buyers.

  1. Offer Incentives:

Create special promotions or incentives to attract and convert leads.

  1. Participate in Online Communities:

Engage with relevant online communities and forums to establish your expertise.

  1. Optimize for Mobile Devices:

Ensure your website is mobile-responsive for users on smartphones and tablets.

  1. Invest in Paid Advertising:

Consider targeted paid advertising campaigns on platforms like Google Ads or Facebook Ads.

  1. Provide Excellent Customer Service:

Respond promptly to inquiries and provide excellent service to build a positive reputation.

  1. Continuously Evaluate and Adjust:

Regularly assess the performance of your online strategies and make adjustments as needed.

Optimizing your real estate business online is an ongoing process that requires dedication and strategic planning. By implementing these steps, you can position your business for success in the digital realm, capturing traffic and generating valuable leads.

This article was updated on December 11, 2023. 

Kristi Kellogg is a journalist, news hound, professional copywriter, and social (media) butterfly. Currently, she is a senior SEO content writer for Conde Nast. Her articles appear in newspapers, magazines, across the Internet and in books such as "Content Marketing Strategies for Professionals" and "The Media Relations Guidebook." Formerly, she was the social media editor at Bruce Clay Inc.

See Kristi's author page for links to connect on social media.

Comments (34)
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34 Replies to “Ultimate Guide to Real Estate SEO: How to Earn Traffic & Leads”

I think point no 3, having quality content, is an important point for increasing traffic. Thanks for sharing this informative blog.

Anthony Sandford

Whether you’re an experienced real estate agent or an entrepreneur with a real estate startup, you need to get the word out about your business. How do you accomplish that? By using search engine optimization (SEO). SEO is one of the most effective ways to reach prospective clients who are actively looking for your services online. In fact, it’s one of the best marketing strategies for real estate businesses. If you want to stand out among your competitors, you need to use SEO in your real estate marketing strategy.

This is an amazing article! Thank you for sharing so many wonderful ideas. I know you put a lot of effort into collecting these ideas and sharing them!

SEO for real estate has always been a difficult topic to deal with. This blog does help me understand the concept better!

Thanks Bruce. The discussion of city keywords as they apply to on and off site SEO for real estate sites is always lively.

I want the author to share more about building backlink for real estate website. Thank You

I was always wondering how difficult it will be to apply SEO to real estate agents due to the fact there are high authority sites in page one. Thanks for this, so much information; you really know your stuff Kristi. I will actually have to come back to re-read it to ensure every ounce of detail sticks with me.

Article is a little bit old but still actual :-) Very good summary with good tips!

very useful and informative article about real estate.. thanks for sharing this with all

This is finally a piece that helps explain to us realtors how to use the web to build our business.

It is so confusing reading all the info that is out there.
Thanks again for offering this free content.


Paula Allen

OC Homes: We’re glad you found the post useful! We keep this information updated because you’re right, there’s a lot of mixed messages out there about how to do SEO.

Thanks Bruce. The discussion of city keywords as they apply to on and off site SEO for real estate sites is always lively.

I want the author to share more about building backlink for real estate website. Thank You

Real estate SEO has been really improving nowadays to attract the more customers

Digital Marketing as a whole has really become an essential part of an average consumer’s buying journey. By the way, this is really a great article! This is helpful for marketers. Some of your strategies can also be applied in other aspects of the digital marketing world.

This is a great SEO guide! Thank you so much for sharing it!

Thanks Bruce. The discussion of city keywords as they apply to on and off site SEO for real estate sites is always lively. How much is enough and how much is too much. Your thoughts on this relative to Exact and Partial match anchor text would be useful.

These are very helpful tips for the beginner. These SEO tips will surely help to increase SEO traffic. Client Hub has helped me to get good leads.

For the local listing; I would say – covering every suburbs, cities are useful. For example, Real Estates for NYC Bay Area and so on. Then writing articles about NYC and linking back to the NYC Real Estate page will yield the #1st page on Google! VOILA. :)

Virginia Nussey

Content and linking is always important for demonstrating usefulness and relevance, we agree, Shamim. Thanks for your comment!

How would a new agent approach local real estate Internet marketing, specifically in regards to listings. If he or she does not have any listings can they post other agents listings? Thank you.

From last 3 months, I tried a lot for my real estate client seo. But leads not generate. Through this article I understood what mistakes I had done. Now I’ll start again SEO for my client.

Thanks for the tips, Kristi :)

Hey Kristi,

Yes, I’m a Realtor in lower Alabama and a student of SEO for my site. One or the other will eventually kill me. :)

I am fortunate enough (sarcasm) to be in an area that has 2 people who are well ahead of me when it comes to SEO for their real website, by many years. Although I feel that I’m doing a better job creating content and not merely just getting backlinks, I’m in a constant mode of wanting to be better. One thing that has helped me in search results is to post every page that I create on Google+. I’ve created nearly 700 pages and Google+ seems to show these pages in addition to a natural organic search result. Hope this helps and thanks for the post.

Hi Jeff,

Thanks for sharing your success with Google+! Are you personally in the real estate industry?


Superb! Most Agents just don’t get it when it comes to their website. Their website is a tool for their business, not unlike having a nice 4 door sedan or SUV. The typical Agent’s templated website is nothing more than a bill-board lost in space. Thanks for this great Article!

Thanks Kristi! I have a potential RE client and was looking for some guidance. With the zillow’s and realtor sites dominating even the local cities this is clearly a niche where you need a good plan going in. Appreciate your info.

Niche is still key and local even more so. Real estate continues to be a local industry no matter how much brands, portals and brokerages themselves, build national companies. Also, national brands, as the ones mentioned above, have large funding pools far above the average real estate broker making it very difficult for local brokers to compete in search. Ads and social media seem to close that gap.

I have done everything except #4 “Make Your Site Mobile” because i have an old theme installed that is not mobile friendly and i am worried about that. On the other way i have very big local real estate (renting and selling properties) website made with WordPress with a lot of posts and pages with shortcodes for gallery etc. So i wanted to redesign it and make it mobile friendly but do not know what to do with these shortcodes because every page/post has gallery with images so i have to make everything from the beggining and that is going to be very hard job. Do you have any idea how to make it easier? I have exported all content from the old theme but when i import it in new theme, none of images is shown and shortcode is visible instead? This is my main website and i have to make it mobile friendly. Thank you in advance, best regards, Margareta.

I was always wondering how difficult it will be to apply SEO to real estate agents due to the fact there are high authority sites in page one. Thanks for this, so much information; you really know your stuff Kristi. I will actually have to come back to re-read it to ensure every ounce of detail sticks with me.

I am only just beginning to see the potential of using Social Media in my Real Estate SEO. Much of my past marketing has been using traditional means – even online.

Nice clear article.

I do think it’s can be cool also to add some instagram photos whenever you visit a place linked to your website articles. As Jim said, structured data and now schema.org are also a must have !

Simple and effective, I love it. I think I’ll just bookmark this and when I get a real estate client, I’ll just run down this checklist :). You made great points. Pictures and videos are important as well as being listed, and I really believe in building citations as being listed. Incorporating social media is important to because that’s where millions and billions of people are! Plus, it let’s customers see your company’s personality.

I like the idea of having a blog and creating content about the housing you’re selling, too.

I’ll just check the “All the above” button if I’m asked which is my favorite point. :)
Great article!

I think #2 is really important, but it is also important to include strutured data markup for address information as well. Many folks search for info on homes for sale via the Address of the property…valid data markup can help google understand your page is the one to serve up in the SERPs.


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