[2024] Maximizing Property Sales with the Right Real Estate SEO Keywords

 

Did you know that SEO leads have an astounding 14.6% close rate?

To put that into perspective, outbound leads (like direct mail or print advertising) only have a measly 1.7%.

That's right, having a solid SEO strategy focused on relevant real estate keywords isn't just a tactic—it's a major goal that could make or break your ability to connect with genuine leads.

But in a world where many realtors are optimizing for the same generic terms, how can you ensure your listings are found and lead to a sale?

But let's be real, in a world where every realtor and their mom are optimizing for the same generic terms, how can you ensure your listings are actually found and lead to a sale? 

The secret is researching and using targeted, local keywords that set you apart from the pack.

Now, I'm not gonna sugarcoat it—it takes more than just picking a few words that describe your property and hoping for the best.

Your approach should show that you understand what homebuyers are searching for, how competitive those terms are, and how to optimize your site and content accordingly.

Today, we're gonna dive deep into keyword research and selection, and how you can use them to improve visibility, generate more leads, and close more deals with homeowners and investors.

I'll also share some top tips to help you create engaging, informative content that ranks well on Google and attracts leads like moths to a flame.

Whether you're an experienced realtor or new to the housing game, this guide can take your real estate SEO to the next level, so you can easily reach buyers without breaking a sweat.

The Takeaway:

Utilize SEO keywords like "real estate agent," "homes for sale," and "property listings" to boost your website's visibility. Incorporate location-specific terms and long-tail keywords to attract potential clients searching for properties online. Stay updated on trending search terms in the real estate industry.

Chapter 1: Demystifying Keywords: SEO vs PPC

Alright, first things first—let's figure out the difference between real estate SEO keyword research and keyword research for PPC.

For those of you new to digital marketing, it’s easy to mix up SEO and PPC as being the same thing.

After all, they both involve using keywords to attract homebuyers to your real estate website, right?

Not so fast! The keywords used in SEO and PPC actually serve different purposes, have different characteristics, and require different strategies. Let's break it down:

  • SEO stands for Search Engine Optimization. This refers to the process of improving your website's visibility and relevance in organic search results on Google, Bing, and other search engines. Organic results are the listings that appear naturally without any payment. SEO keywords are the words and phrases you want your realty website to rank for in organic search. They reflect what homebuyers are searching for and what your site offers.

  • PPC, on the other hand, stands for Pay Per Click advertising. This is a form of online marketing where you pay a fee every time someone clicks your ad. PPC ads usually appear at the top or side of organic results. PPC keywords are the terms you bid on to trigger your ads when searched. They reflect what homebuyers want and what your PPC ads promote.

The main difference between SEO and PPC keywords is that SEO keywords are free, while PPC keywords cost money.

So SEO keywords tend to be broader, like "homes for sale," while PPC keywords are more specific, like "newly renovated homes."

Another difference is that SEO requires a long-term strategy, while PPC gives faster results.

Ranking for SEO keywords takes time and effort in the form of creating content, building links, etc. But you can launch a PPC campaign in minutes, though constant testing and optimization is needed.

Both SEO and PPC keywords have their pros and cons for real estate marketing. You can combine them by using PPC to test new listings or boost sales, and SEO to build trust and attract long-term clients.

For our purposes today, we're talking exclusively about real estate SEO keyword research and how to find them to strengthen your website's content and strategy.

Chapter 2: Conduct Thorough Real Estate Keyword Research

Real Estate SEO Keywords Research

Now, let's dive a little deeper into the incredible benefits of conducting comprehensive keyword research for your real estate business.

By taking the time to really understand what terms and phrases homebuyers are typing into those search engines, you can optimize your website and content to show up right when they need you most.

And when you rank higher in Google search results, you'll drive more website traffic and generate more leads and sales. 

It's like having a 24/7 salesperson working for you, without the commission!

But where do you even start with keyword research? Don't worry, I've got you covered with some tried and true tips:

  • Use planning tools: Keyword research platforms like Moz and SEMrush are your best friends when it comes to seeing search volume data and gauging the difficulty of ranking for certain keywords. And don't sleep on Google's Keyword Planner either - it's a goldmine of information!

  • Study the competition: You know what they say, keep your friends close and your competitors closer. Take a peek at their sites and blog posts with tools like SEMrush and Ahrefs to see which keywords they're targeting and which ones are working well for them. Then, put your own spin on it and do it even better!

  • Explore autocomplete suggestions: This one's a no-brainer - just start typing in some keyword ideas into Google and see what pops up in the suggested phrases. The SimilarSearches extension can also help you find even more related terms to target.

  • Leverage related terms: Once you have a few solid keywords in mind, plug them into your research tools and see what kind of long-tail variant recommendations come up. These more specific phrases can be easier to rank for and attract more targeted traffic.

  • Search Google directly: Sometimes the best way to see what's ranking for a particular keyword is to just search for it yourself on Google. Take note of the types of results that come up and refine your terms accordingly.

  • Revisit old content: Don't let your past work go to waste! Take a look at your previous top-performing blog posts and pages to see if there are any evergreen keywords you can repurpose for new content.

  • Analyze location-based words: If you're targeting a specific area or neighborhood, make sure to include those region-specific terms in your keyword research. Study other local real estate listings to see what words they're using to describe the area.

  • Track campaign results: Once you start putting your keyword strategy into action, keep a close eye on which terms are driving the most traffic over time. Double down on the winners and ditch the duds.

Now, I know what you might be thinking - keyword research sounds like a lot of work.

And you're not wrong!

But trust me, it's worth the effort.

By regularly updating your target keywords to align with homebuyer search trends, you'll stay ahead of the curve and attract more qualified leads.

Aim for a master list of 50-100 terms to start, and don't be afraid to test out new phrases and see what sticks.

Harness the Power of Intent-Based Keywords

But here's the thing - not all keywords are created equal.

To really maximize your SEO efforts, you need to focus on intent-based keywords that reflect what homebuyers are actually trying to accomplish with their search.

  • For example, someone searching for "homes for sale in [city]" is probably further along in the buying process than someone searching for "how to buy a house."

By targeting keywords that match the intent of your ideal customer, you can attract leads that are more likely to convert.

So how do you find these magical intent-based keywords?

Start by putting yourself in the shoes of your target audience.

  1. What questions might they have at different stages of the home buying process?

  2. What information are they looking for?

You can also use tools like Google's People Also Ask feature to see what related questions people are searching for.

And don't forget about long-tail keywords - these longer, more specific phrases may have lower search volume, but they often indicate a higher level of intent and can be easier to rank for.

Once you've identified some promising intent-based keywords, it's time to start incorporating them into your website and content.

Use them naturally in your page titles, headings, meta descriptions, and throughout your copy. 

But don't overdo it - keyword stuffing will not only turn off your readers, but it can also get you penalized by Google.

Remember, the goal is to create content that actually addresses the needs and questions of your target audience.

By focusing on intent-based keywords and providing valuable information, you'll not only improve your search rankings, but you'll also build trust and credibility with potential clients.

So go ahead and put on your detective hat - it's time to uncover those juicy intent-based keywords and take your real estate SEO to the next level!

 

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Chapter 3: Real Estate SEO Best Practices for Keyword Optimization

Of course, it’s not just about using the right keywords on your site.

Half the battle is actually maximizing their impact.

That is, making sure that all the on-site and off-site fundamentals are squared away so the search engines know that you’re targeting your keyword, and not something else.

And for that, you need to boost your search engine optimization beyond just keyword targeting, making sure to properly optimize the foundation of your real estate website.

This is key for climbing rankings and getting more qualified leads to your site.

Here are some SEO best practices to implement on your real estate site:

Perform On-Site Optimization

On-site optimization focuses on changes you can make directly on your real estate website to improve SEO.

  • Improve page speed: Quick page loading keeps home buyers engaged on your real estate site longer, and is a positive ranking signal to search engines like Google. So optimize images and minimize plugins slowing things down.

  • Enhance mobile experience: Given Google's mobile-first index, create responsive, accessible mobile designs. Keep text sizing and buttons usable on smaller screens of mobile devices like smartphones used by home buyers.

  • Add alt text: Include descriptive alternative text for all images on your real estate site to accurately define them for search engine crawling and screen readers for the visually impaired.

  • Streamline site architecture: Use a simple information architecture and logical internal linking structure so search engines can easily crawl and categorize pages of your real estate site.

  • Create human-friendly URLs: Incorporate relevant keywords in page URLs of your real estate site while keeping them short and readable. For example, "realtorname.com/miami-beach-condos-for-sale/".

Optimize Off-Site Local Presence

Off-site optimization involves actions on other websites and listings to improve visibility.

  • Claim listings: Create and verify Google My Business, Facebook, and other relevant local directory listings to improve findability for local home buyers searching real estate in your city.

  • Produce fresh content: Regularly publish blog posts and long-form content focused around your target keywords. This helps boost domain authority and relevance for ranking real estate content.

  • Limit popups: Avoid overusing popups and overlays that inhibit website interaction on your real estate site. This also affects the search crawler's ability to easily index pages.

Enhance User Experience

Improving user experience helps increase engagement and satisfaction.

  • Optimize navigation menus: Use descriptive, keyword-focused main site navigation labels on your real estate site, like "Tips for First-Time Home Buyers" instead of vague options like "Resources".

  • Implement structured data: Insert schema markup like JSON-LD to add more context about properties for search engines crawling your real estate site. This can increase click-throughs from search engine result pages.

Committing to technical SEO best practices provides a solid foundation for ranking success before considering additional tactics like link building and content creation. 

Chapter 4: Local SEO Strategies for Real Estate Agents

Dialing in your local SEO should also be a top priority, since geographically relevant searches like “homes for sale near me” are common among motivated real estate searchers. Here are effective local optimization tips:

  • Optimize Google My Business: Completely fill out your GMB listing with keywords, excellent photos, business hours, a call tracking number, and recent posts to stand out in local pack results.

  • Target city keywords: Include your city name, neighborhood names, and metro area in page titles and content to attract nearby searchers.

  • List complete address: Add your full business address to your website’s footer menu and contact page to reinforce your location.

  • Get reviews and citations: Generate more local signals by getting more reviews on Google, Facebook, and third party sites and being listed on directories like Yelp.

  • Highlight communities: Create pages showcasing popular neighborhoods with dedicated content tailored around “[city] [neighborhood] homes for sale”.

  • Be active on social: Post engaging, local-focused content on social media channels frequently to build community.

  • Partner with affiliates: Team up with other local businesses by cross-promoting content and co-hosting local events to expand reach.

  • Sponsor events: Support relevant local causes by sponsoring neighborhood events, galas, and sports teams to get brand exposure and goodwill.

  • Sponsor newsletter sections: Showing up in the dedicated community section of your neighborhood's or association's email newsletter builds connections.

By showcasing your real estate expertise and involvement on channels where prospective clients spend time, you can build meaningful mindshare and credibility that drives buyers and sellers your way.

Chapter 5: Real Estate SEO Content Tips and Ideas

Creating fresh, valuable real estate content optimized with your target keywords is crucial for improving domain authority and giving searchers the information they desire. Here are some tips:

  • Spotlight listings: Produce dedicated pages for all active home listings with photos, details, and neighborhood context centered around keyword-rich titles like “Newly renovated 4 bedroom Santa Monica home for sale”.

  • Blog about the process: Develop posts covering popular stages of the home buying and selling journey like “How to stage your home for maximum selling price” and “Steps for buying a foreclosure property”.

  • Compare neighborhoods: Create pages analyzing pros and cons, things to do, average prices, and key real estate data for different neighborhoods in your city.

  • Highlight amenities: For specialty properties like waterfront homes or condos, craft content detailing popular neighborhood amenities like walking trails, golf courses, or family activities.

  • Discuss market trends: Analyze the local real estate market’s latest trends by price segment using data from recent sales to create market update blog posts.

  • Share agent insights: Repurpose testimonials, reviews, and success stories from past clients into compelling blog content, with permission.

  • Create relocation guides: Develop moving and neighborhood guides for people relocating to your city focused on things like top school districts and family activities.

  • Spotlight local businesses: Interview and feature popular restaurants, shops, or professional service firms in posts like “Top 10 Restaurants in Downtown Scottsdale” with backlinks.

  • Optimize navigation pages: Expand static navigation pages like “About Us” into meaty, keyword-rich content showcasing agent bios, achievements, specializations, and more.

  • Answer FAQs: Create posts around common home buying questions searchers have like “What is the process of buying a foreclosure?” that you can rank for.

Consistently generating novel, relevant content builds authority and visibility over time. Aim for at least 4 blog posts per month along with regular website page additions.

Chapter 6: Link Building Strategies for Real Estate SEO

Securing backlinks via link building plays a pivotal role in executing a robust real estate SEO strategy. Here are some of the top ways to build quality links:

  • Leverage social media: Share your new content across all social platforms and engage with other profiles by commenting, liking, and sharing to build community and links.

  • Guest blog: Approach popular local blogs relevant to real estate and pitch contributing posts with a link back to your site for high-authority links.

  • Request reviews: Ask happy clients to leave online reviews on Google, Facebook, Zillow, Realtor.com, and other platforms that link back to your website or listings.

  • Partner with lenders: Offer lenders qualified leads through a formal referral program in exchange for being featured on recommended realtor lists on their sites.

  • Connect with agents: Build relationships with complementary real estate agents and discuss exchanging backlinks between sites through resources pages and blogrolls.

  • Get interviewed: Volunteer to share your insights via podcasts, YouTube videos, blogs, and other platforms that will publish an interview featuring your website link.

  • Share data: Provideexclusive neighborhood or regional real estate data to local media outlets like newspapers for backlinks when they cover the story.

  • Sponsor events: Sponsor relevant local conferences, galas, fundraisers, races, and community events that will link back to your site from the event page or follow-up recap.

  • Publish on forums: Offer expertise by responding to real estate questions on Quora, Reddit, and specialized forums linking back to helpful content from your site.

  • Utilize press releases: Distribute real estate focused press releases to online distribution outlets containing embedded backlinks leading visitors to related content.

Persistently building natural links from locally relevant sites signals trust and authority to Google when done properly over time. Avoid low-quality link schemes and focus on forging genuine connections through outreach and partnerships.

Chapter 7: Track Real Estate SEO Performance

Once you have executed foundational on-page optimizations, targeted high-value keywords, created engaging content, and built backlinks, the final step is tracking your real estate SEO results to identify areas for improvement.

Regularly monitor key performance indicators (KPIs) including:

  • Ranking changes: Use tools like SEMrush and Moz to check rankings for your target keywords across Google and other search engines over time.

  • Traffic sources: Dive into Google Analytics to view your top landing pages, traffic sources, and conversions driven by organic traffic.

  • Lead volume: Compare quality lead volume from SEO to other channels by segmenting by source in your CRM.

  • Domain authority: Monitor domain authority growth in Moz and other tools to gauge improving reputation.

  • Link profile: Frequently audit backlinks gained and lost via free tools like Majestic.

  • Content engagement: Review content consumption metrics like page views, time on site, and clicks for new content.

Proactively monitoring key SEO KPIs allows you to quickly identify issues negatively impacting performance, like major ranking drops or low search traffic. 

Comparing results week-over-week and month-over-month highlights positive momentum.

Leverage insights uncovered from analytics to inform your SEO prioritization and strategy.

Consistently optimizing your approach will extend your competitive edge in attracting potential buyers and sellers online.

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About the Author

Aaron “Kiwi” Franklin

Head of Growth