The Ultimate Guide to Local SEO for Estate Agents

For estate agents, local SEO will help your brand reach customers in your area.

As a real estate agent, having a strong online presence is crucial to attracting local clients and growing your business. Search engine optimization (SEO) of your website is a critical component of your online presence.

You can increase the number of quality leads from your target market by optimizing your website for local search. According to a recent study by the National Association of Realtors, 97% of home buyers in 2021 searched for their new home online.

Additionally, according to the survey, 44% of those buyers ultimately searched for a home they purchased online, highlighting the importance of a strong online presence for real estate brokers. This guide will give you all you need to know about local SEO for estate agents, as well as practical tips and actionable steps to make your agency stand out.

What is local SEO?

Optimizing your online presence to rank higher in local search results is known as local SEO. Local SEO provides that when someone searches for a real estate agent or property in a particular area, your website is the first result.

Optimizing multiple aspects of your online presence, such as your website, Google My Business pages, and online reviews, is known as local SEO. You can boost your local search performance and attract more qualified leads from your target market by optimizing these factors.

Why Local SEO is Important For Estate Agents

Most property searches begin online. Search keywords like "homes for sale in [city]" or "estate agents near me" are frequently used by potential customers. You're losing prospective customers to more prominent competition if your business doesn't appear on the first page of search results. Your agents will be seen where and when it is most required thanks to local SEO.

1. Optimize your Google Business Profile

Your Google Business Profile (GBP) is a key element of local SEO. We’ve published entire articles on the importance of this sometimes overlooked blank spot on Google, which can impact your business’ performance, especially on a local level.

Having a complete and expert Google Business Profile is important, but it’s also important to update it frequently to ensure all data is correct and relevant and your images are current and appealing. Just like any other social networking platform, you can share news, events, and deals on your Google Business Profile. Here’s how to make the most of it:

• Fill out every field:
• Business name, address and phone number (NAP)
• Hours of operation, including holiday schedule
• Services provided, such as property sales, lettings or appraisals
• High-quality images of your office, team and listings

Use relevant keywords: Include words like “local estate agent” and “property experts in [city]” in your business description.

Encourage client reviews: Positive reviews build credibility and impact rankings. Encourage happy clients to leave feedback and respond to all reviews, showing your commitment to excellent service.

2. Create a local-friendly website

Your website is your agency’s digital storefront. A well-optimized site can convert visitors into clients and improve local SEO rankings.

Use location-specific keywords

Include terms that people in your area might be searching for. Examples include:

• “Flats for rent in [city]”
• “Estate agents in [neighbourhood]”

Insert these keywords into your pages:

• Page title
• Meta description
• Header
• Content

Create dedicated location pages.

If your agency serves multiple regions, create separate pages for each location. Include details like:

• Listings specific to that area
• Local market information
• Testimonials from nearby clients
• Mobile Optimization

Since the majority of searches happen on mobile devices, a fast and mobile-friendly website is a must. Make sure your site loads quickly and is easy to navigate on smaller screens.

Display contact information prominently

Include your NAP details on every page of your site. A consistent format across all online platforms improves your credibility with search engines.

3. Think local when planning keywords

Even though SEO is more than just keywords, this essential component of search is still important. Consider carefully what keywords people use when looking for local real estate agents to improve your local SEO.

You can improve your list with a variety of commercial programs, such as Semrush. You can also use a free app; even something as basic as Google Autocomplete can give you a useful list of results.

To use this method, type a search term into Google—for example, ‘best estate agents in x city’. Google will give you a list of suggested search terms based on questions people commonly ask.

Google Keyword Planner is another free option that allows you to type in your competitors' website URLs and get keyword suggestions and search data for those terms.

4. Online Reviews and Testimonials

Reviews are essential to increasing rankings and fostering trust. Encourage satisfied customers to post reviews on Trustpilot, Google, and other websites. Respond to unfavourable evaluations in a constructive way to show your appreciation for the customer's happiness.

For example, if a customer praises how quickly you sold their house, use it as a case study to show your expertise.

5. Don't ignore standard SEO practice

Keep in mind that every page you publish still needs proper SEO. This includes using local keywords in your image alt tags, meta descriptions, page titles, and other content. Include relevant internal connections to facilitate users' navigation on the page.

You should also get backlinks to your site. Do this by reaching out to non-competing businesses to share mutual content, establishing yourself as a media spokesperson in the local market, or supporting community events.

6. Social Media for Local Engagement

Social media is vital in local SEO for estate agents, as it promotes direct engagement with your community. Sharing property updates, neighbourhood information, and interactive content helps build trust, attract local customers, and strengthen your online presence in targeted regional markets.

• New property listings
• Local market updates
• Community events

7. Backlinks from local sources

Backlinks from local sources increase your website's authority and visibility in regional search results, connect you with nearby audiences, and increase trust in your community or market area. To build quality backlinks:

• Partner with local businesses for cross-promotion.
• Sponsor community events or charities.
• Contribute articles to local news sites or blogs.

8. Get Listed in Online Directories

Getting listed in other web directories is also a smart idea. This raises your company's profile and positions it as a trusted expert in your community.

Some popular online directories to consider include:

• Yelp
• Yellow Pages
• Yahoo Local
• Bing Places

When listing your business in online directories, be sure to include accurate and consistent information about your business, including your name, address, phone number, and website.

9. Monitor the success of your local SEO strategy

Finally, you can't rest on your laurels once you've boosted your local SEO and seen your business rankings improve. Your rankings can change, so regular monitoring is needed to help you evolve your strategy—by refining your keywords, improving your on-page SEO, and improving your business profile.

Conclusion: Local SEO for Estate Agents

Although improving local SEO for estate agents requires work and persistence, the benefits are worthwhile.

You can get more clients, establish credibility, and grow your company in your local market by making the most of your online presence, interacting with your community, and following SEO best practices.