SEO real estate

SEO real estate, the guide to new trends

The World Wide Web is constantly evolving, it is such a chameleonic field that it is often considered unpredictable and resilient to any attempt at medium or long-term planning by companies and professionals in all sectors, including real estate. However, a scientific study of the most innovative techniques of real estate web marketing can provide us with a set of tools to plan in a meticulous way the optimization of your website on search engines. We are talking about real estate SEO strategies, of what within the confines of the boot we could define “optimization on search engines applied to the real estate sector”.

To be successful in your digital real estate marketing strategy, in fact, you cannot ignore search engine optimization. Of your website. And it is precisely for this reason that we will provide you with all the advice you need to succeed in this painstaking task, giving you insights on what have always been the cornerstones of real estate SEO techniques, as well as what we foresee to be the trends foreseen for the near future. Verticalized specifically for the real estate sector.

What is real estate SEO for?

Search Engine Optimization applied to real estate, in short, real estate SEO includes a series of activities aimed at improving the visibility of your real estate agency’s website on search engines (the “Search Engines”, such as Google, Bing (Windows Live Search), Yahoo! Search and many others), with the aim of improving positioning, or maintaining the one already acquired, in response to online queries by users.

Why are we so interested in real estate SEO? The answer is simple and quickly monetizable: the good positioning of your real estate agency’s website in the search engine results pages is directly proportional to the visibility of the products or services you advertise.

In this case, we are talking about the visibility of your real estate sale or rental ads or anything you want to offer to your target customers. The more frequently they will be viewed by users, the more likely it is that some of them will turn their online search into a request for information on a particular property and why not, that it all ends in a sale. But to do that you will obviously have to put a lot of your own into it…

real estate seo drives new trends

What are the new real estate SEO trends?

Among the main trends that are emerging with regard to online searches in a real estate SEO perspective, alongside the evergreen search in browser-based search engines, we undoubtedly find mobile search, in particular from social networks and social media, and ultimately the voice search, you are making room at a dizzying pace by blows of technological innovations designed to improve the mobile device and its app for this purpose.

Among the most interesting news that we have noticed in recent months, and it is a real behavioural trend of users who are looking for “interesting things” on the web, we can say that search queries are now formulated in a very different way compared to a few years ago. To illustrate, a typical search that until some time ago would have been “Rome Eur real estate agency” for a user interested in finding an agency to sell their property in that specific district of Rome, now we could more frequently see it formulated in this way: “which is the best real estate agency in Rome Eur?”

To conclude the concept and anticipate something about the new trends of the World Wide Web on this topic, we propose what we believe will be the main ranking factors in the immediate future of real estate SEO or the key factors that will determine the correct positioning of your website and its pages on search engines.

Incidentally, ranking is a value attributed by search engines precisely to websites, on which the visibility of the contents of the same website on search engines basically depends, as well as the organic traffic of incoming users: if your website enjoys a good ranking, the frequency with which the pages that compose it will appear on the search engine will be greater, as well as your chances of selling the properties you advertise online.

In your strategy, you cannot do without…

As promised, here are what we believe will be the new trends in real estate SEO, exploiting which you will be able to ensure that the website of your real estate business climbs the serp of search engines and positions itself where your users can easily reach. To your real estate ads for sale or lease (that is, to be really pragmatic and raw, on the first page, and possibly at the top!):

1. Create content that users are really looking for

To ride the wave of the new trends in terms of formulating the questions “that people ask Mr. Google”, of which we gave you an example a little while ago, it is advisable to provide your target users with the contents to which they can really be able to come through your own search engine queries. The first thing you have to do, therefore, is to identify with your typical user ( the buyer persona we have already told you about) and try to ask yourself the questions that only you, through high-quality content, will be able to answer.

When you type a search on Google, it is the search engine to suggest, in the bottom of the page, searches consistent “Searches related to …” with that you inserted; and exclusively we offer you a tool that can help you in this task, Answer the Public, inviting you to use it whenever you are looking for the perfect content for your real estate blog. And if you haven’t noticed, we’ll tell you: we have just crossed the boundaries of inbound real estate marketing.

2. Use keywords centred on your buyer persona

Having refreshed the concept of a buyer persona, on which real estate inbound marketing is based, and asked the questions that your users could ask the Search Engine in your sector, focus now on the keywords to use in your articles. Using the right keywords will ensure that users who type certain words on search engines will find your content (ah, by the way, we have an article that totally dissects the concept of real estate content marketing).

From here, you will have to be good at redirecting them to your contact form or to certain categories of real estate ads, your ultimate goal to turn each lead into a valuable contact.

3. Optimize your website pages for mobile devices

As for responsiveness and speed, you should make sure that your agency’s website is optimized in all its pages for the serp of “mobile” devices, i.e. smartphones, devices with an android, iPhone or Windows Phone operating system. Tell Google and other search engines if the pages are formatted for mobile devices (or if there is an equivalent formatted page), so that the Search Engine can correctly publish your content in user search results.

Avoid common errors, such as blocked JavaScript, CSS and image files, videos that cannot be played, redirects not working, 404 errors, pages too slow, small font sizes, elements to touch too close together. To learn more about these aspects, we refer you directly to the advice of Mr Google.

4. Create quality backlinks with real estate link building

Constantly increase the number of links to your real estate agency’s website from editorial platforms, such as authoritative real estate blogs, magazines dealing with real estate or related topics such as design, furniture, regulations, etc., collaborative real estate agency websites, local online newspapers. This means doing real estate link building, a rapidly growing trend to which we will dedicate exclusive content.

In the meantime, we give you some advice: create high-quality content that attracts links, exploit the principle of reciprocity by linking blogs of other real estate agents and wait (or explicitly request) for them to return the favour, carry out interviews, network with other bloggers of the sector with which you share the way to interpret your work, take advantage of Facebook Ads ads to show your valuable content to your target audience.

5. Take advantage of instant messaging apps

The growth recorded in the last five years by messaging applications has been exponential, both in terms of use and popularity, starting with Whatsapp, Facebook Messenger and Instagram Direct, passing through all the live chats present on the various real estate portals and websites of franchising and independent agencies. But still few agents have been able to ride this wave.

People are looking for immediacy, starting with the way they communicate even with real estate professionals: they search for information online and ask questions using natural language; likewise, in the first contact phase they want to receive quick and informal replies, which becomes possible using these apps. To implement a self-respecting real estate SEO strategy, integrate a live chat with your website where you can respond in real-time to the requests of your customers or potential customers.


Those reported in this article are in all likelihood the real estate SEO trends that, if you are an attentive Internet user, you will have already noticed on the web, and that you will see increasingly occurring during 2018. Make the most of them to ensure that the popularity of your real estate brand, your website, your blog, is expanded more and more and quickly reaches real potential customers who are already looking for you.

It is an unpredictable and sometimes little explored area, especially in the real estate sector, so do not miss the opportunity to position yourself in the best possible way on search engines by following simple tips at no cost. Knowing the behaviour of people who surf the web is often the key to giving them the answer they are waiting for right when they ask Google a question.


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