Local SEO for Real Estate: Google Business Profile Guide

Google Business Profile, the tool formerly known as Google My Business, is something akin to a digital storefront for your real estate business. It’s free, user-friendly, and it plays a crucial role in managing your online presence across Google, including in Search and Maps.

Here’s where Local SEO enters the scene. It’s all about optimizing your online visibility to draw in more business from relevant local searches. This is particularly critical if you’re serving a specific geographic area where appearing in local searches becomes a key business goal.

When someone conducts a local search, Google rolls out the ‘Local Pack’ right at the top of the search results page, showcasing a map with business listings. With a well-optimized Google Business Profile, you can find your real estate business right there, drawing the attention of potential local customers.

The Blueprint for Creating and Optimizing Your Google Business Profile

Embarking on the journey of creating and optimizing your Google Business Profile is the cornerstone of your Local SEO endeavors for your real estate business. Here are the critical steps to get you started:

Claim Your Business: Kick things off by claiming your business listing on Google. If your business is already there, your task is to verify your ownership.

1. Provide Detailed and Accurate Information: Your business name, address, and phone number (NAP) should be spot on. Make sure to add your business hours, website, services, and other relevant details.
2. Upload High-Quality Photos: Upload clear, high-resolution images of your business, products, or services to enhance your listing’s appeal.
3. Manage and Respond to Reviews: Encourage customers to leave reviews and respond to them promptly. This not only boosts your reputation but also signals to Google that you’re actively managing your profile.
4. Post Regular Updates: Regularly update your listing with posts about services, special offers, events, or other relevant business updates.

See the tutorial: Google Business Profiles for Real Estate – Class 1: Complete Your Profile.

Deciphering Google’s Local Search Ranking

The local search algorithm used by Google takes into account relevance, distance, and prominence to determine local ranking. That’s why a well-optimized Google Business Profile and Local SEO strategy are pivotal for your real estate business:

1. Relevance: Regularly updating your Google Business Profile with detailed and accurate information allows Google to better understand your business and match it to relevant local searches.
2. Distance: An accurately listed location for your business allows Google to factor in distance when determining local search results.
3. Prominence: Google takes into account information about your business from across the web, including links, articles, and directories. Coupled with positive reviews and ratings, a well-optimized Google Business Profile amplifies your business’s prominence.

Track Performance and Insights via Google Business Profile

Staying on top of your Google Business Profile performance is essential. The Google Business Profile dashboard provides key insights to your real estate business, such as:

1. Customer Interactions: This data reveals how customers interact with your listing, whether it’s making a phone call, visiting your website, or requesting directions.
2. Listing on Search and Maps: You can check how often your listing appeared on Google Search and Maps and see what search queries led users to your listing.
3. Photo Views: This metric shows the frequency at which your photos have been viewed compared to similar businesses.

In the grand scheme of things, utilizing Google Business Profiles and Local SEO to enhance your online visibility is a crucial step in capturing the attention of potential local customers for your real estate business. As we venture further, we’ll dissect more complexities of the digital marketing landscape. Remember, every little enhancement to your online presence can translate into a significant growth spurt for your business. Let’s keep progressing on this exciting journey! In the next episode, we’ll discuss how a real estate agent can master mobile engagement.

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.