Introduction to Real Estate Local Search Engine Optimization (SEO)

In the last episode, we covered the basics of Real Estate Search Engine Optimization. If you started down this journey, you’ll find that the real estate SEO is dominated by major players like Zillow and Realtor.com. So how do you compete? You need to focus local search engine optimization. In this episode, we do an overview of local real estate search engine optimization (SEO) where the key is Google Business Profile.

Real Estate’s Digital Showroom: Google Business Profiles and Local SEO

Picture Google Business Profile (formerly Google My Business) as your online open house. This digital suite lets you curate and manage your real estate brand’s presence from Google Search to Maps. And here’s a perk – it’s straightforward and absolutely free.

Tapping into Local SEO is like hosting a local open house – you’re specifically aiming to attract potential buyers and sellers from your local area. When people search for homes or real estate services near them, Google’s ‘Local Pack’ often takes center stage in the results. By having a well-curated Google Business Profile, you can secure a prime spot there, beckoning local prospects your way.

Setting Up and Fine-Tuning Your Google Business Profile for Real Estate Success

Here’s a blueprint to lay the foundation for your Local SEO strategy:

1. Claim Your Agency: First and foremost, list or verify your real estate agency on Google.
2. Detail Your Services: Ensure your name, address, and phone (NAP) are accurate. Detail your specialties, hours, website, and other crucial info.
3. Showcase Properties: Upload high-quality images of listings, happy clients, or office space to boost your profile’s appeal.
4. Engage with Client Feedback: Encourage buyers, sellers, or renters to leave reviews. Responding promptly not only builds trust but also sends positive signals to Google.
5. Stay Updated: Periodically refresh your profile with new listings, success stories, or market trends.

Understanding Google’s Real Estate Search Metrics

Google uses a three-pronged criteria for local search – relevance, distance, and prominence:

• Relevance: Regularly updating your Google Business Profile ensures Google associates you with relevant property searches.
• Distance: By marking your exact office location, Google can seamlessly include you in local search results.
• Prominence: Google gathers and evaluates online mentions of your real estate brand. Stellar reviews and a spruced-up Google Business Profile enhance your agency’s digital presence.

Insights for Real Estate Agents: Google Business Profile Metrics

By regularly checking your Google Business Profile dashboard, you can gain:

• Insights into client interactions: Are they calling, visiting your site, or checking property directions?
• Overview of how often your agency pops up on Search & Maps.
• Data on property photo views compared to competitors.

More Resources

Here are other episodes on Google Business Profiles:

• Google Business Profiles Guide for Real Estate Agents
• Mastering Google Business Profiles for Real Estate Success
• Boost Your Real Estate Business with Google Business Profile Citations
• Boost Your Real Estate Business with Google Business Profile: Services and Custom Services
• Boost Your Real Estate Business with Google Business Profile: The Power of Photos and Videos

Real estate agents, harnessing the power of Google Business Profiles and Local SEO can elevate your brand in the local market. Every digital step you take gets you closer to becoming the go-to agent in your area. Stay with us as we unpack more tools and strategies to enhance your digital presence in the real estate realm! For more information on digital marketing, see the episode Real Estate Digital Marketing 101.

About the Author

Larry Hales is a seasoned and multi-faceted technology professional. His passion all-things tech began with his first computer in 1984 and it has stayed with him ever since.  Larry is the CEO and Co-Founder of MarketingHero.   Previously, he served as the Marketing Technology Director at West, Williston Financial Group Company, where he coaches and guides Real Estate Agents on how to better leverage technology in their business. His 25 years of photography, design and printing, combined with his knowledge of digital advertising and brand building, gives him a unique perspective of marketing from different angles. When he isn’t busy being a proud computer geek, Larry enjoys trail running, hiking, mountaineering, rock and ice climbing, and anything else that gets him outside.