The do's and don'ts of real estate SEO

October 23, 2017

All real estate professionals want to make sure potential clients can find them online, but experts caution there are right and wrong methods for real estate professionals to connect with buyers and sellers in this way. With that in mind, a little research to determine the best practices for SEO - and what they should avoid - can go a long way for any agent.

One of the best ways for agents to boost SEO is to do it naturally, by blogging about not only the real estate business as a whole or what they're focusing on in their practice, but also their regions or specific neighborhoods and local events, according to Placester. There's a lot of work that goes into coming up with good blog topics, of course, but experts recommend agents focus on both evergreen and timely pieces of varying length. This will help establish agents as a leading voice in their region and attract more people to the site.

"I've created a community page for nearly every neighborhood and condo complex in the county," real estate agent Jeff Nelson told the site. "The ones that tend to do really well are the ones for which I embellish the community and make a big page just for that area. Because of that rich content, I tend to get good results when it comes to search results and traffic."

Off on the right foot
However, for agents who have yet to do any serious work in boosting their sites' SEO, the best place to start is simply to start. No one should expect to be an SEO expert on Day 1, and certainly even the agents who are among the very best at it, and get great search traffic as a result, started somewhere. To that end, it's important to understand what goes into a good SEO strategy, so reading up is a great way to begin.

What not to do
At the same time, a little education will be a big boost when it comes to helping agents understand what they shouldn't be doing, and that might include simple mistakes like forgetting to put important keywords in blog post titles or individual listings, according to Flyer Co. On the other hand, it's all about striking a balance, because search engines will often hold sites back in the rankings if they are seen as "keyword stuff." With this in mind, agents should make sure they're talking about all the things related to their keywords, but not going overboard with using them at every possible opportunity.

Moreover, another classic mistake professionals make with SEO is taking a "set it and forget it" approach. Just as the real estate market changes all the time, so too does the need to alter content and regularly revisit what's working and what isn't in terms of driving traffic. Getting a good look under the hood in this regard, and tailoring blogging and other content to those issues, will go a long way toward helping agents stand out from the local crowd.