What every estate agent needs to know about SEO

In the fast-evolving world of property, where every click counts and every search matters, mastering the art of Search Engine Optimisation [SEO] is no longer just an option; it's a necessity.

Here, Michael Ryan, CEO & director of Ink Digital, explains why SEO is so significant for estate agents in today’s marketplace, and the indispensable strategies every estate agent needs to know to thrive in the digital landscape.

Can you explain what SEO is and why it is important in today's digital landscape?

“In simple terms, SEO is the process of optimising your online content to make it more visible and rank higher in search engine results pages [SERPs] like Google or Yahoo.

“SEO is more important now than ever for estate agents because most home buyers start their property search online.

“By implementing effective SEO strategies, estate agents can make sure their listings, blog posts, or website content appear prominently when potential clients search for relevant keywords, and this will drive more organic traffic to their platforms.”

What are some common SEO mistakes that estate agents make and how can they avoid them?

“Many estate agents focus solely on generic keywords related to property and overlook the importance of local SEO. To avoid this mistake, it’s important that they optimise their website and content with location-specific keywords, like city names and landmarks.

“Also, they need to claim and optimise their ‘Google My Business’ listing to improve local search visibility.”

How does local SEO play a role in the success of an estate agent's online presence?

“As mentioned, local SEO is incredibly important for estate agents.

“Local SEO strategies, such as optimising for location-specific keywords, will help estate agents appear in local search results when potential clients are looking for properties or real estate services in their area.

“Local SEO also allows estate agents to compete more effectively with larger agencies or national platforms. By focusing on optimising for local search, agents can target niche markets and establish themselves as the go-to experts in specific areas.”

Could you outline some effective strategies for optimising property listings for search engines?

“It goes without saying that visual content is crucial for property listings. Agencies need to use high-quality photos and videos to showcase the property's interior, exterior, and surrounding area, and they should optimise image filenames and alt tags with descriptive keywords to improve visibility in image search results.

“They should also be building quality backlinks to property listings from reputable websites and directories within the property industry. Quality backlinks help improve search engine rankings and drive more traffic to listings.”

What role do keywords play in real estate SEO, and how can agents identify the most relevant keywords for their market?

“Keywords have a huge role to play in an effective real estate SEO strategy. Estate agents should start by conducting keyword research to identify the terms and phrases potential buyers or renters are using when searching for properties online.

“It’s important to focus on long-tail keywords that are specific to the property type, location, features, and amenities.”

What are the key metrics or KPIs that estate agents should track to measure the effectiveness of their SEO campaigns?

“There are many metrics estate agents should be looking at, the most important ones being the amount of organic traffic [visits from search engines] to their website over time, and the conversion rate of organic traffic, i.e., the percentage of visitors who take a desired action, like filling out a contact form, requesting a property viewing, or signing up for a newsletter.”

How can estate agents stay updated with the latest SEO trends and algorithm changes to maintain their competitive edge in the market?

“They should subscribe to reputable SEO blogs and websites, like Moz and Search Engine Journal, to stay up to date with trends and best practice.

“Also, it’s important to use SEO tools and software platforms to conduct keyword research, track rankings, analyse backlinks, and audit website SEO performance. Many SEO tools offer features like alerts and notifications for algorithm updates and industry news.”