Nowadays, almost everyone starts their search for a new house or property on the Internet.
That’s why a real estate agency needs to be visible on search engines. This is where SEO (Search Engine Optimisation) comes into play, a tool that helps your website appear among the top search results.
Understanding and using SEO well can make all the difference and make your business stand out from the rest.
What is SEO for real estate?
SEO (Search Engine Optimisation) for real estate is a strategic process that seeks to improve the visibility of a website in search engines.
Since most people start their property search online, it is very important that if you have a real estate agency, effective SEO techniques are implemented to capture the attention of potential buyers and sellers.
There is a lot of competition in the real estate market and the portals that are already well positioned have a lot of authority, so you have to do it very well to be able to compete.
Why is an SEO strategy important in the real estate sector?
A SEO strategy is essential in the real estate sector for several reasons:
- Visibility and brand perception: Ranking in the first search results certainly increases the visibility of a real estate, but also improves its image of authority and trust. This is very important to build a strong brand in the competitive real estate market.
- Segmentation and lead generation: An effective SEO strategy attracts highly qualified traffic to the website, which translates into more relevant leads and better conversion rates. By focusing content and keywords on the target audience, real estate companies can attract the right buyers and investors.
- Digitising property search: Most homebuyers start their search online. Therefore, having a prominent digital presence is essential to capture the attention of potential customers from the start of their search.
- Competition in the market: With the growing presence of real estate platforms such as Idealista and Fotocasa, the competitor for visibility is fierce. A well-crafted SEO strategy can help you stand out in organic search results and outperform competitors.
- Long-term return on investment: Although SEO requires an initial investment of time and resources, its long-term return is usually higher than that of paid advertising. Organic search can generate up to three times more traffic than social media, providing an excellent ROI.
Key SEO points for real estate
Identify niche opportunities
Where large portals such as Idealista and Pisos dominate the market with strong authority, it is essential to identify and exploit niche opportunities to stand out.
These portals have already extensively covered general terms and major geographic areas, leaving room for smaller real estate companies to explore specific, less saturated niches.
By identifying and exploiting these niches, you can build a unique value proposition that resonates more directly with underserved or growing market segments. This not only helps you differentiate yourself from the industry giants, but also allows you to establish a strong presence in specific areas, enhancing the visibility of your business and attracting customers interested in those particular themes or locations.
Create quality content in line with the search intent
Producing quality content serves to engage and convert potential clients. Creating and sharing useful information about buying and selling property, planning regulations and specific legal advice increases online visibility and helps build your agency’s reputation and trust.
For example, a detailed article on how to change the ownership of the electricity contract after purchasing a property offers real value to buyers by solving common problems they may face during the process.
It is equally important that the content is aligned with what users are looking for. When someone researches terms such as “flats in Barcelona”, they are looking for options to buy or rent, so it is essential to create pages that respond directly to those specific needs. Similarly, if someone searches for “how to prepare a house for sale”, articles that offer practical tips and useful strategies will attract homeowners looking to sell their home. In both cases, including quality links is very important and we will talk about that later.
Be careful with web architecture and structure
The depth of listings on your site can significantly affect how search engines crawl and index your content. A web structure with too many levels of depth can make it difficult to access deeper pages, preventing them from being crawled and indexed efficiently.
If property pages are too buried within the site hierarchy, they may not receive adequate attention, which can reduce their visibility in search results.
It is essential to design a site structure that facilitates crawling and indexing, ensuring that key pages are accessible and properly optimised to attract both Google and users.
Describe everything
For each property, include information covering all important aspects:
- The size of the property
- The number of bedrooms and bathrooms
- The types of finishes
- Swimming pool
- Garden
- Terrace
- etc.
Use specific and relevant terms that potential buyers might use in their searches, such as “modern kitchen”, “master suite with dressing room”, or “close to public transport”.
Make sure each description is well-structured and contains keywords related to location, property type and other salient features. This helps Google to rank your page correctly and attract qualified organic traffic.
Keep content up to date
Regularly updating property listings ensures that visitors have access to accurate and up-to-date information about available properties. This includes data on prices, descriptions, photos and availability.
Outdated listings can lead to misunderstandings, frustration and a loss of credibility, which can drive away potential customers. In addition, keeping content fresh helps your site stay competitive in search results, as search engines may favour sites that update their content frequently.
Another key aspect is updating information about the company and team, as well as blogs or articles that can offer advice on the property market.
Use the power of local SEO
For this sector, local SEO is a crucial tool for attracting potential clients in specific geographic areas. Since property buyers and sellers are often looking for services close to their location, optimising your presence in local search results can make a big difference.
This involves optimising your Google My Business profile, making sure your address, phone number and opening hours are up to date and using relevant local keywords in your content. This makes it easier for local customers to find you and also increases the likelihood of your business appearing in search results and on local maps.
In addition, local SEO is essential to compete effectively with other real estate agencies in your area. Unlike large real estate portals such as Idealista, which dominate the search results with extensive listings, a well-executed local SEO strategy allows you to compete directly in your local market and attract potential clients searching specifically in your area.
Make use of link building in the real estate sector
And then we come to the SEO key that we consider the most important in the sector.
Building quality links to your site helps increase organic traffic and reinforces your credibility and relevance in the competitive real estate market.
Link building involves getting backlinks from other relevant, high authority websites.
For real estate, the focus should be on getting links from real estate-related sources, such as real estate blogs, local news sites, and business directories. You can also collaborate with real estate agents, developers and industry organisations to get links.
In addition, create high-quality content that is useful and relevant to your audience, such as home buying guides, market research, and articles on real estate trends. Valuable content is more likely to be shared and linked to by other websites, which not only increases the number of links to your site, but also improves your ranking in search results.
Participating in local events, sponsoring community activities, and collaborating with other businesses in your industry are great ways to get additional links. Don’t underestimate the power of local relationships and professional networks to generate links to strengthen your online presence.
How to get quality links for real estate?
Getting the best backlinks for your real estate is possible with Growwer, a link building tool that aims to help users improve the organic positioning of their website. We specialise in link building through blogs and media, and we have a system for buying links from other users.
You can buy high quality links quickly and efficiently based on the specific needs you have configured for each project or “search”. We have our own AI-supported algorithm to analyse the available media and suggest the most suitable ones, speeding up the manual review and filtering process.
Link building is time-consuming and this tool reduces this process to just minutes. With a quick and free registration, you have access to more than 30,000 media and blogs from all over the world, filtered according to the needs of each user, and ready to offer publications with links that meet Google’s quality standards.
On the other hand, if you do not have time or knowledge to perform this task, we have a managed service where they will take care of the whole process.
Using Growwer is very easy and you only need to follow these simple steps:
- Sign up in the Create an account | Growwer.
- Go to the buyer section.
- Go to “Add Project” to register your website.
- Fill in the basic information requested in the project generation process.
- After this process, the system will start cross-referencing all the project needs information with the database in order to find the sites where your website can get the best SEO link.
Al implementar una estrategia de SEO bien pensada, puedes mejorar tu visibilidad online, superar a la competencia y maximizar tus oportunidades de negocio en el competitivo mercado inmobiliario.
