As an estate agent, it is vital to attract clients both selling and buying properties through many avenues. In this SEO guide, we’ll look at what SEO is and why it’s so important for estate agents.
What’s more, you’ll pick up some valuable tips on improving your search engine ranking and receive an influx of customers looking to manage properties through your agency.
What is SEO?
SEO, or Search Engine Optimisation, is the process of improving website visibility, ideally on the most relevant and high-volume keywords in your field.
Essentially, whenever someone searches for an agency to manage their property sale, your estate agency is more likely to be clicked on by a prospective client, meaning you acquire more leads than previously!
Why is SEO important for your estate agency?
Depending how saturated the market is in your area, a search for “estate agents in…” could return tens or hundreds of results.
And that’s why SEO is so important for your business – it gives you the opportunity to stand out amongst your competition and gain maximum property listings and sales.
Search engines like Google use a number of factors each prospective customer search for an estate agency. The better your estate agency on those factors, the higher up the rankings you’ll find yourself.
According to research from Backlinko, the #1 result on Google has an average CTR (click-through-rate) of 31.7%, which is 10x as likely as if the site is ranked #10 (bottom of page 1).
What’s more, if your agency doesn’t make it to page one at all, you could be lucky to get a click as only 11.9% of users click through to the second page.
SEO will help you increase the rankings on the most important terms for your business, increasing the number pf clickas and thus enquiries for your services!
Local SEO for Estate Agents
Another very important thing to consider for estate agents is local SEO. Local SEO is the process of optimising a site to appear for searches related to the local area – which is extremely pertinent to estate agents.
For example, important keywords could be:
- ‘Estate Agents in London’
- ‘Property valuations in Falmouth’
- ‘Value my flat in Cornwall’
- ‘Independent estate agents in Berkshire’
- ‘Lettings in Cardiff’
- ‘Chain-free properties near me’
You will need to think of how you can create content targeting these local terms, thus ranking more effectively for them.
Another important aspect of local SEO is appearing on Google Maps using a Google My Business profile.
Regularly updating your Google My Business profile and gathering positive reviews is a big part of appearing for local searches – helping you to turn up top when anyone searches for ‘estate agent near me’ on Google Maps!
Top Tips for Estate Agents
We’ve put together these top five SEO tips for estate agents so you can start improving and climbing the ladder today!
1. Target your keywords
It’s vital to have a clear understanding of the keywords and phrases that your potential clients will use to find your agency online. Search engines like Google rank your website according to the keywords they find.
It’s important to think about keywords prospective customers will use when looking for someone to sell their property.
Keyword research is usually done using specific tools such as Google Keyword Planner, which an SEO agency will have access to.
Here are some SEO keyword ideas for estate agents to think about and include on your site when optimising your website:
- Chain-free properties/estate agents
- Affordable estate agents
- Luxury property management
- Student lettings agency
- Value my house
- Holiday properties for sale
- Reliable estate agencies
These keywords will likely also be the USPs of your estate agents, so you may be advertising them already, but – if not – include these terms in the page’s meta info (more about that later on!)
2. Add Keywords to your Site Meta Info and Page Content
At a first glance SEO can seem intimidating. Your keyword research will have revealed just how many different search terms you need to be aware of.
However great the challenge, the best advice is: start small. Optimise your site for critical keywords and then keep improving as you become more comfortable with the SEO process.
One of the best places to start is with the meta descriptions and page titles on your site.
Ensuring that each page title and meta description is unique and includes target keywords helps people decide whether or not they want to click on it!
To edit your meta info and page titles, you’ll need to locate this setting in your website’s content management system (CMS), which varies according to the platform.
3. Make sure Technical SEO is on Point
However, improving your site ranking is just one part of the SEO jigsaw. In order to elevate your estate agency’s website to the top of Google and other search engines, you need to make sure your technical SEO and website design is on point.
Technical SEO involves optimising the infrastructure of your website so it’s quick, user-friendly and easy for search engines to index accurately.
Important technical SEO facets include:
- URL structure
- Page loading speeds
- Broken links (404s)
- Image alt tags
- Site localisation
- Much, much more!
Implementing technical SEO is crucial when you’re trying to attract all-important organic traffic generated by search engines. As well as the SEO benefits, creating a highly functional and usable site is also a great way to convert those casual window-shoppers into new clients.
There are free SEO audit tools out there but the results may be hard to decipher if you’re not an SEO specialist. Consider a paid SEO audit as a useful starting point to start to uncover and fix any technical issues on your site.
4. Create Relevant, Useful Content
Content creation is another fantastic strategy when you’re trying to excel at SEO.
Content can encompass a wide range of types including blogs, FAQs, guides, videos and more which all help to educate people wanting to know more about the property market.
Although this content is more informative than sales-focused, it will help the ‘money’ pages to rank by sending positive signals to Google about the relevancy of your site.
When creating content for your website, think about your broader audience. People searching property-related topics like house renovations, new garden-city developments or catchment areas are all likely to search for an estate agent to either buy, sell or rent.
So try adding well-written content related to your agency that add value and reputability for your potential clients – it could even be based around common questions you get from them.
Here are some more blog content ideas for property managers:
- Best places to live in [location]
- Average house prices in [location]
- How to enter the property ladder in [location]
- New property developments in [location]
- Rural-urban relocation in [location]
Remember, it’s also an opportunity to rank for a different set of keywords (referred to as long-tail keywords) and boost your SEO.
Don’t forget to add a call to action to ‘get a valuation now’ with a link to your estate agents contact page. It could tip the balance for potential buyers already considering moving to your area to sell through your agency whilst reading one of your blogs!
5. Scale your SEO with link building
If you’ve implemented the first four tips, you could be ready for some more advanced SEO.
This final tip is of real benefit to estate agents who find themselves in a competitive online space.
One of the biggest factors in Google rankings is the number of links from other sites that point to yours.
But it’s not enough to go for quantity alone – you’ll also need to factor in the quality of these links – based on the authority of the domain you get the link from. For example, if your estate agency site creates a unique piece of content that gets a link from the BBC News site, it will gain a valuable injection of SEO value in the eyes of search engines!
Of course, getting links from authoratitive websites is far from easy.
The most effective and sustainable way to build links long term is through a targeted content marketing strategy – you should always steer well clear of any ‘quick win’ link-building offerings where you can buy links quickly.
Below we have listed a variety of strategies estate agencies and other property business can use to build links:
- Guest posting on authoritative sites in the property industry. Try approaching the site and seeing if you can contribute some content in return for a link back to your site (no money needs to change hands!)
- You may also look to approach relevant directories such as list of local estate agents, well-reviewed property-related blogs or local newspapers.
- Another tried and trustworthy strategy is through the use of digital PR – basically doing something newsworthy like announcing development plans, an expansion of your area or sponsoring a local charity event.
- Finally, never underestimate the power of reviews. Encouraging media outlets and blogs to review your estate agency can both work as positive PR and get that all-valuable link.
How About PPC For Estate Agents?
Whilst SEO can take months to see results, PPC (Pay-Per-Click) also known as Google Adwords can get your site to the top of the rankings straight away.
The best option for service-based businesses such as estate agencies is to set up text ads (Google Search). This is where you pick several keywords to bid on, with ad copy written to sell your business and encourage users to click through.
These paid search ads are usually very prominent, with 3-4 ads at the top of the page before other results, meaning they will attract plenty of clicks for your website.
Of course, you will need to pay Google for the click, as well as a PPC expert for the cost to write the ad copy and optimise your account.
Google do now have a raft of tools to help businesses manage their ads themselves, but often the simplified platform is not as effective as hiring a specialist!
Confused by SEO for Estate Agents? Search Hog Can Help
It’s perfectly normal to feel overwhelmed about setting up the SEO for your estate agency. We hope this SEO guide has helped. If you’ve been left none the wiser about SEO than before you read this guide, an SEO specialist could be the best option for you.
If you would like any help with the SEO for your estate agency, please get in touch with Search Hog today. Our expert team can help with SEO for estate agents, improving your rankings for key terms and drawing more business to you!