Master Local SEO in Real Estate

Posted by Wes Martin

Updated on June 26th, 2023

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Published in Lead Generation

Everything You Need to Know About Local SEO

In an era where more than 90% of homebuyers begin their journey online, understanding how to optimize your online presence for local search is no longer optional - it's imperative. In fact, we started a conversation about the importance of local SEO in real estate in 2020 on our forums; this blog will delve a bit deeper into the topic and review any changes in best practices since then. From keyword selection to website optimization and leveraging local reviews, we'll unravel the strategies you need to dominate local search rankings and get your properties the attention they deserve. 

A Google search of "Vancouver Island Waterfront For Sale" featuring Carly Carey.

Understanding Local SEO

In the realm of real estate, a local SEO strategy can be the defining factor in your business's success - here's why it's so crucial:

• Hyper-Local Visibility: Local SEO makes you visible to potential clients in specific geographic areas, ensuring your content and listings reach the right audience.
• Increased Traffic and Leads: By ranking higher in local search results, you'll likely attract more organic traffic to your website and generate high-quality, local leads.
• Online Credibility: Ranking high in local search results boosts your online credibility and helps establish your business as a trusted local expert in the real estate market.

Tip: Be patient. Local SEO is a long-term strategy and it often takes several months to start seeing significant results. Stick with it and keep refining your strategy as needed. By helping your business show up in local searches, it boosts your visibility among the potential clients who matter the most. It's the cornerstone of an effective online presence and can significantly enhance your reputation, credibility, and lead generation.

An example of a Google Search Console report for keyword rankings for Carly Carey.

Optimizing For Local Search

Optimizing your website for local search is all about signaling to search engines that your real estate business is highly relevant to local queries - this requires several crucial steps:

• Local Keywords: These are phrases that potential clients in your area might use when searching for real estate services. Incorporate these into your website content, meta titles, and meta descriptions to boost your local SEO. As well, use tools like Google's Keyword Planner, Google Search Console, or premium tools like Ahrefs or SEMRush for this process.
• NAP Consistency: Your name, address, and phone number (NAP) should be consistent across all your online platforms. This includes your website, social media profiles, and online directories. Search engines use this information to verify your business's location, which can affect your local search rankings.
• Local Business Listings: Claim and optimize your listings on Google My Business, Yelp, and other online local directories. Ensure your NAP information is accurate and include a detailed, keyword-rich description of your services, business hours, and high-quality photos.
• Schema Markup: This is a type of code that helps search engines understand your content. Use Local Business schema to provide search engines with more detailed information about your business, like your services, and operating hours.

Tip: Monitor your website's performance using tools like Google Analytics, and Google Search Console. This can help you better understand how users are interacting with your website and to help identify areas for improvement. Having a website that's optimized for local search is like having a highly efficient, 24/7 salesperson for your real estate business. It makes your business more visible and accessible to local property seekers, ultimately increasing the number of potential leads. 

A customized testimonial deck for Smith & Associates.

Local Reviews and Testimonials

Local reviews and testimonials can significantly impact your local SEO rankings. They not only influence your search engine rankings but also your online reputation and trustworthiness.

• Encourage Reviews: Ask satisfied clients to leave reviews on platforms like Google and Yelp. The quantity, quality, and how recently you've received these reviews can impact your local search rankings.
• Respond to Reviews: Engage with all reviews, both positive and negative. This shows that you value your client's feedback and can boost your online reputation.
• Feature Testimonials: Feature client testimonials on your website. This provides social proof, enhancing trust and encouraging potential clients to choose your services over your competition.
• Schema Markup: Use Review schema to display your star rating in search results. This can increase your click-through rate and drive more traffic to your website.

Tip: Establish a system for requesting reviews from clients. This could involve sending an email or text after a transaction is completed, or incorporating a request into follow-up communications. A proactive approach can increase the number of your reviews, enhancing your online presence and local SEO. Local reviews and testimonials serve as powerful tools for enhancing your local SEO and online reputation. They provide social proof for your services, build trust with potential clients, and can significantly influence your search engine rankings. Embracing an active strategy for managing reviews and testimonials can set yours apart in the crowded real estate marketplace.

Flavin Realty used a deck to reinforce their support for their local community.

Leveraging Hyperlocal Content

Hyperlocal content zeroes in on specific communities or neighborhoods, providing detailed, local information that your audience will find valuable - here's how to approach that process:

• Detailed Neighborhood Profiles: Write detailed profiles about the neighborhood you serve, including information about schools, amenities, and real estate trends - essentially any information that potential buyers would ask prior to moving to a new area. This is not only useful for potential buyers but it also signals your local expertise to search engines.
• Local Events: Writing content about local events, and promoting it to your audience is another fantastic way to create valuable content that your readers want to see.
• Local Market Updates: Regular updates on the local real estate market demonstrate your knowledge and keeps your content fresh and relevant, which search engines love. 
• Local Keywords: Incorporate local keywords and phrases into your content to make it more discoverable by people conducting local searches.

Tip: Many successful realtors create high-quality videos based on local market updates, which are easily reproducible on a consistent basis to bolster their content strategy. Hyperlocal content is more than just a strategy - it's your chance to show your audience that you're not just a business, but also a knowledgeable guide and neighbor. By focusing on specific neighborhoods or regions, you can demonstrate your local expertise, provide value to your audience, and make content more discoverable by people conducting local searches.

Real Estate Webmasters' advanced pillar page strategy for content development. 

Citations and Links: Enhancing Online Visibility

Citations and backlinks play a vital role in your local SEO strategy, which helps to boost your online visibility and credibility.

• Building Citations: Citations refer to mentions of your business's name, address, and phone number on other websites - this is why ensuring your NAP information is consistent on all of your online platforms.
• Acquiring Quality Backlinks: Backlinks are incoming links from other websites. They act as a vote of confidence from other websites, improving your site's authority and search engine rankings.
• Internal Linking: This refers to links from one page of your website to another. It helps distribute page authority and improve the user experience by making your site easier to navigate.

Tip: Quality over quantity applies to backlinks. A few high-quality backlinks from reputable websites are far more beneficial than a large number of low-quality backlinks. Avoid "black hat" SEO tactics like buying links, or methods like "Cloud Stacking", which can result in harsh penalties from search engines. Citations and backlinks act as the bridges that connect your business to the rest of the online world. Ultimately, they can be the key to outshining your competition in local search results.

In Conclusion

It's clear that local SEO is a critical component for any real estate professional aspiring to increase visibility and drive meaningful engagement on their listings and community pages. Remember that SEO isn't a one-and-done endeavor but a continuous optimization, monitoring, and adaptation process.  By effectively implementing the strategies and tactics in this blog, you can position your properties in the best light possible, and connect with prospective buyers more effectively.  With the knowledge you've gained here, you're on your way to becoming a true local SEO expert in the real estate industry - The property market is competitive, but with a solid local SEO strategy, the competition becomes much more manageable. 

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