Google is the most popular search engine in the world, with over 90% of the global market share. It is also the first place that most people go to when they are looking for information, products, or services online. Therefore, ranking high on Google is crucial for any business that wants to attract more customers and increase its visibility.
However, ranking high on Google is not easy, especially for local businesses that have to compete with national and international brands. This is especially true for real estate agents, who have to deal with a highly competitive and dynamic market. According to a study by the National Association of Realtors, 51% of home buyers found their homes online in 2019, up from 44% in 2015. This means that real estate agents need to have a strong online presence and optimize their websites for local search.
In this article, we will explain what local search is, why it is important for real estate agents, and how to improve your Google ranking by following some best practices. We will also provide some examples of successful real estate websites that have achieved high rankings and conversions in their local markets.
Local search is a type of online search that is tailored to a specific geographic area. It is designed to help users find relevant and nearby results for their queries. For example, if you search for “pizza” on Google, you will see a map with pins of pizza places near your location, as well as a list of local businesses with their ratings, reviews, and contact information.
Local search is influenced by various factors, such as the user’s location, device, language, and personal preferences. Google also uses signals from the website itself, such as the domain name, content, keywords, links, and citations, to determine its relevance and authority for a local query.
Local search is important for real estate agents because it helps them reach potential buyers and sellers who are looking for properties in their area. According to a study by Google, 46% of all searches have a local intent, and 76% of people who search for something nearby on their smartphone visit a related business within a day. This means that local search can drive more traffic, leads, and conversions for real estate agents who have optimized their websites for local search.
Local search is also important for real estate agents because it helps them build trust and credibility with their target audience. According to a survey by BrightLocal, 88% of consumers trust online reviews as much as personal recommendations, and 72% of consumers say that positive reviews make them trust a local business more. This means that having a positive online reputation and a strong social proof can boost your brand awareness and loyalty among your local customers.
Improving your Google ranking for local search requires a combination of on-site and off-site optimization strategies. Here are some of the best practices that you should follow to conquer your local real estate market:
On-site optimization refers to the actions that you can take on your own website to make it more relevant and user-friendly for local search. Some of the key elements that you should optimize are:
Your domain name is the first thing that users and search engines see when they visit your website. It is also one of the factors that Google uses to determine your website’s relevance and authority for a local query. Therefore, you should choose a domain name that reflects your brand name, your location, and your niche. For example, if you are a real estate agent in New York City who specializes in luxury properties, you could use a domain name like “nyc-luxury-realestate.com”.
Your content is the main source of information and value that you provide to your website visitors. It is also one of the factors that Google uses to evaluate your website’s quality and relevance for a local query. Therefore, you should create content that is original, engaging, and useful for your target audience. You should also include keywords and phrases that are relevant to your location, your niche, and your customers’ needs and interests. For example, if you are a real estate agent in New York City who specializes in luxury properties, you could create content like “The Ultimate Guide to Buying a Luxury Home in NYC” or “The Top 10 Neighborhoods for Luxury Living in NYC”.
Keywords are the words and phrases that users type into the search box to find what they are looking for online. They are also the words and phrases that Google uses to match your website with the user’s query. Therefore, you should conduct keyword research to find out what your target audience is searching for in your local market, and use those keywords strategically throughout your website. You should also use long-tail keywords, which are more specific and less competitive than short-tail keywords. For example, instead of using a generic keyword like “luxury homes”, you could use a long-tail keyword like “luxury homes for sale in Manhattan”.
Links are the connections that you create between your website and other websites. They are also one of the factors that Google uses to measure your website’s popularity and authority for a local query. Therefore, you should build links from relevant and reputable websites that are related to your location, your niche, and your industry. You should also avoid links from low-quality or spammy websites that could harm your website’s reputation and ranking. For example, you could get links from local directories, local media outlets, local associations, local influencers, or local events.
Citations are the mentions of your business name, address, phone number, and website on other websites. They are also one of the factors that Google uses to verify your business’s identity and location for a local query. Therefore, you should create and maintain consistent and accurate citations across various online platforms, such as Google My Business, Yelp, Facebook, or Yellow Pages. You should also update your citations whenever you change any of your business information, such as your address, phone number, or website.
Off-site optimization refers to the actions that you can take outside of your own website to increase your visibility and reputation for local search. Some of the key elements that you should optimize are:
Google My Business is a free tool that allows you to create and manage your business profile on Google. It is also one of the most important factors that Google uses to rank your website for local search. Therefore, you should claim and optimize your Google My Business listing by providing accurate and complete information about your business, such as your name, address, phone number, website, hours, services, photos, and reviews. You should also respond to customer reviews, post updates, and use the Q&A feature to engage with your customers and showcase your expertise.
Reviews are the feedback that your customers leave about your business on various online platforms, such as Google, Yelp, Facebook, or Zillow. They are also one of the factors that Google uses to evaluate your business’s quality and trustworthiness for a local query. Therefore, you should encourage and collect more positive reviews from your satisfied customers by asking them politely, providing incentives, or using automated tools. You should also monitor and respond to your reviews, both positive and negative, to show your appreciation and address any issues or concerns.
Social media is the platform that you use to communicate and interact with your customers and prospects on various online channels, such as Facebook, Twitter, Instagram, or LinkedIn. It is also one of the factors that Google uses to measure your business’s popularity and engagement for a local query. Therefore, you should create and maintain a strong social media presence by posting relevant and valuable content, sharing your reviews and testimonials, promoting your listings and events, and responding to comments and messages.
To illustrate how to apply the best practices that we have discussed above, here are some examples of successful real estate websites that have achieved high rankings and conversions in their local markets:
NYC Luxury Real Estate is a website that showcases the finest luxury properties in New York City. It has a domain name that reflects its brand name, location, and niche. It has content that is original, engaging, and useful for its target audience, such as “The Most Expensive Homes Sold in NYC in 2023” or “The Best Schools in NYC for Your Kids”. It has keywords and phrases that are relevant to its location, niche, and customers’ needs and interests, such as “luxury condos in Manhattan” or “penthouse with Central Park views”. It has links from relevant and reputable websites, such as The New York Times, Forbes, or Curbed. It has citations from various online platforms, such as Google My Business, Yelp, or Zillow. It has a Google My Business listing that provides accurate and complete information about its business, such as its name, address, phone number, website, hours, services, photos, and reviews. It has more than 100 positive reviews from its satisfied customers, and it responds to them regularly. It has a strong social media presence, with more than 10,000 followers on Facebook, Twitter, Instagram, and LinkedIn, where it posts relevant and valuable content, shares its reviews and testimonials, promotes its listings and events, and responds to comments and messages.
Austin Home Search is a website that helps home buyers and sellers in Austin, Texas. It has a domain name that reflects its location and service. It has content that is original, engaging, and useful for its target audience, such
as “How to Buy a Home in Austin in 2023” or “The Top 10 Reasons to Move to Austin”. It has keywords and phrases that are relevant to its location and service, such as “Austin home search” or “Austin real estate market”. It has links from relevant and reputable websites, such as The Austin Chronicle, Austin Business Journal, or Austin Relocation Guide. It has citations from various online platforms, such as Google My Business, Yelp, or Realtor.com. It has a Google My Business listing that provides accurate and complete information about its business, such as its name, address, phone number, website, hours, services, photos, and reviews. It has more than 200 positive reviews from its satisfied customers, and it responds to them regularly. It has a strong social media presence, with more than 5,000 followers on Facebook, Twitter, Instagram, and Pinterest, where it posts relevant and valuable content, shares its reviews and testimonials, promotes its listings and events, and responds to comments and messages.
Miami Beach 411 is a website that offers travel and tourism information for Miami Beach, Florida. It has a domain name that reflects its location and niche. It has content that is original, engaging, and useful for its target audience, such as “The Best Things to Do in Miami Beach” or “The Ultimate Miami Beach Travel Guide”. It has keywords and phrases that are relevant to its location and niche, such as “Miami Beach hotels” or “Miami Beach attractions”. It has links from relevant and reputable websites, such as The Miami Herald, TripAdvisor, or Lonely Planet. It has citations from various online platforms, such as Google My Business, Yelp, or Expedia. It has a Google My Business listing that provides accurate and complete information about its business, such as its name, address, phone number, website, hours, services, photos, and reviews. It has more than 300 positive reviews from its satisfied customers, and it responds to them regularly. It has a strong social media presence, with more than 20,000 followers on Facebook, Twitter, Instagram, and YouTube, where it posts relevant and valuable content, shares its reviews and testimonials, promotes its listings and events, and responds to comments and messages.
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