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Grant Simmons — Real Estate SEO Tips

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These slides were presented during the SEMrush webinar "Real Estate SEO". You can watch the video replay here >>> https://www.semrush.com/webinars/real-estate-seo/

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Grant Simmons — Real Estate SEO Tips

  1. 1. SEO for Real Estate Get found when buyers and sellers search online
  2. 2. Grant Simmons VP, Performance Mktg
  3. 3. SEO is Important
  4. 4. Home Buyers Use Search 95% of home buyers use online information during the home buying process. (NAR 2017) Half of all home buyers start their online search 6-12 months prior to making a purchase. (Google)
  5. 5. The SEO-Driven Real Estate Agent
  6. 6. Definition of Real Estate SEO Work that goes into showing the search engines that you are the most trusted source of information and provide the most authoritative answers to searcher’s questions related to buying and selling homes in your area of expertise.
  7. 7. Definition of Real Estate SEO Work that goes into showing the search engines that you are the most trusted source of information and provide the most authoritative answers to searcher’s questions related to buying and selling homes in your area of expertise.
  8. 8. Definition of Real Estate SEO Work that goes into showing the search engines that you are the most trusted source of information and provide the most authoritative answers to searcher’s questions related to buying and selling homes in your area of expertise.
  9. 9. Definition of Real Estate SEO Work that goes into showing the search engines that you are the most trusted source of information and provide the most authoritative answers to searcher’s questions related to buying and selling homes in your area of expertise.
  10. 10. Definition of Real Estate SEO Work that goes into showing the search engines that you are the most trusted source of information and provide the most authoritative answers to searcher’s questions related to buying and selling homes in your area of expertise.
  11. 11. Definition of Real Estate SEO Expertise Authority Trust
  12. 12. Definition of Real Estate SEO Expertise Authority Trust EAT Geeks read this: go.homes/QRG
  13. 13. Definition of Real Estate SEO Expertise Authority Trust Of homes in A specific Area of expertise
  14. 14. Your Area of Expertise
  15. 15. Real Estate SEO Expertise Authority Trust
  16. 16. Real Estate SEO Expert of and in the listings’ location Authority Trust
  17. 17. Real Estate SEO Expert of and in the listings’ location Authority Trust What makes you an expert?
  18. 18. Real Estate SEO Expert of and in the listings’ location Authority on the location Trust
  19. 19. Real Estate SEO Expert of and in the listings’ location Authority on the location Trust Why are you an authority?
  20. 20. Real Estate SEO Expert of and in the listings’ location Authority on the location Trusted information about the location
  21. 21. Real Estate SEO Expert of and in the listings’ location Authority on the location Trusted information about the location Why is the info trustworthy?
  22. 22. Real Estate SEO Expert of and in the listings’ location Authority on the location Trusted information about the location Why is the info trustworthy?
  23. 23. Let’s Get One Thing Straight, Though
  24. 24. Let’s Get One Thing Straight, Though You’re Not a Programmer
  25. 25. Your Website Needs to Work First
  26. 26. Your Website Needs to Work First
  27. 27. Your Website Needs to Work First Good hosting. Good code. Good speed.
  28. 28. “Technical Stuff”
  29. 29. “Technical Stuff” Site structure Schema XML sitemaps robots.txt Flux capacitor* Etc.
  30. 30. “Technical Stuff” Site structure Schema XML sitemaps robots.txt Flux capacitor* Etc. *https://www.oreillyauto.com/flux-500.html
  31. 31. “Technical Stuff” “Stuff You Can Actually Do” vs
  32. 32. Real Estate Expertise, Authority, & Trust in Practice (the Nuts & Bolts)
  33. 33. Real Estate SEO – Nuts & Bolts Expert of and in the listings’ location • Listings are your primary content • You should be descriptive (in the descriptions) DOH! • Great photography and/or video • Put home in context of location ○ What, where, how? ○ Schools, business, transport etc.
  34. 34. Real Estate SEO – Nuts & Bolts A word about words • Research queries ‘how people search’ • Tools like SEMRush • Ask locals, real people • Use your brain (it’s pretty smart) e.g. Bungalow vs Ranch e.g. Downtown vs Main Street
  35. 35. Real Estate SEO – Nuts & Bolts A word about words • Use the right words in page titles / H1 tags • Use ‘near’ terms to add context • Be creative in blog posts “Best restaurants in location” “10 ideas for families in location” Etc. • Inspire folks to link to your great content!
  36. 36. Real Estate SEO – Nuts & Bolts Expert answers about the location Research questions people ask: “Where’s the nearest park?” “How good are the schools?” “What’s my commute like?” • Tools like SEMRush can help • Use your brain (it’s pretty smart) • Ask people (they use search engines!)
  37. 37. Real Estate SEO – Nuts & Bolts Expert answers about the location Research questions people ask then: Answer them fantastically! Answer them completely! Answer them comprehensively! Answer them with the best answer! (format / add links / maps / context of location etc.)
  38. 38. Real Estate SEO – Nuts & Bolts Authority on the location • Reviews • Credentials • Association membership • Quoted in local publications • Reputation is key!
  39. 39. Real Estate SEO – Nuts & Bolts Authority on the location • Reviews • Credentials • Association membership • Quoted in local publications • Reputation is key! Google needs to know you are ‘legit’
  40. 40. Real Estate SEO – Nuts & Bolts Trusted information about the location Links / mentions / citations • Google My Business google.com/business • Syndicate your NAP name | address | phone • Inspire local businesses to link offers | partnerships • Inspire local schools to link sponsorship | competitions | parent day • Build link-worthy content – and then tell *everyone* about it!
  41. 41. E+A+T = Topic Trust (why trust you on location homes?)
  42. 42. “Technical Stuff” Ahem (just reminding you)
  43. 43. Final Point
  44. 44. We all want to be the Aquaman (or woman) of Real Estate
  45. 45. This is Just the (important) Beginning Expert of and in the listings’ location Authority on the location Trusted information about the location
  46. 46. This is Just the (important) Beginning Expert of and in the listings’ location Authority on the location Trusted information about the location Build Your Local Reputation
  47. 47. SEO for Real Estate Get found when buyers and sellers search online
  48. 48. Grant Simmons VP, Performance Mktg

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