The main aim of Property and Real Estate SEO is to show search engines that you are the most trusted source of information to answer in an authoritative way to questions related to properties in your area of expertise.

First things first: a website needs to work flawlessly before you should think of doing any other form of SEO.

Partner with someone who understands technical SEO. They will make sure that technical elements like a performing hosting solution, very professional code, good speed (check yours today with Google’s Page Speed Testing Tool, to understand how you would score), are 100% under control.  This is really the bare minimum and it also contributes to the trust towards your site. If search engines (and users!) go to a site that is not working, they’re going to have a lower level of trust in that site.

However, in this article, we’ll get down to the stuff you can actually do if you’re not a technical whiz: once the technical side is taken care of, then you can work on building the EAT factor that Google likes in websites: expertise, authority, trust.

Your Listings

Generally speaking, the more listings you have, the better. However, you should be very descriptive in your listings. If you have a data feed of your properties for portals, take some time and make the listings more descriptive. In fact, if the same content appears on lots of different sites, it isn’t as valuable.

An expert‘s input to this activity is adding to your descriptions things that give more context to the listing, and make it more attractive. That includes making sure your own listings have great photography and/or video. These elements improve the value and improve the expertise that you might have in the eyes of search engines.

Also, put the home in the context of the location. Generally, people search for homes in a specific borough. However, make sure they also understand that there’s public transport nearby, or what the schools are like, what businesses might be nearby, how far you are you away from the centre, etc. This is all great information that shows that you’re an expert, shows you really understand what’s happening in that particular area. This also differentiates from the competitors that might just be putting out just the listings they get off their feeds.


Most people know by now that SEO involves keywords and queries. I can assure you that it’s extremely important to understand how people are actually searching for properties in the area where you’re representing. Research those queries, how people search. Professional assistance can help you understand how people are actually searching; what words they’re using.

One recommendation I always give to my clients is to talk to your own clients and ask them “why do you like this area so much? How would you describe it to others?” They might come up with some expression or concept that you never even thought about and you can use in your marketing. Indeed, the words that you use within listings and descriptions in your website matter a lot. Some people in the area may call things in some ways or others. There could be sometimes a vernacular that’s used locally that you want to make sure that you’re aware of and use it. Use the right words in page titles and each one tag. Here are some articles and resources on content optimisation to give you some basic core SEO elements, but always make sure, first, that you’re using the right words those parts.


We always recommend creating blog posts once you’ve got the main site up because that adds additional context and understanding of the expertise you have. One of the many reasons for doing this is that a byproduct of the great content that you’re going to create is that people link to it. We talk about linking later: links are valuable for SEO and are valuable to reinforce this expertise as well.

What to write about in your blogs?

In your articles, you want to give expert answers to hot topics. Research questions that people are asking about the particular location. Where’s the nearest parking location? How good are the schools in this location? What’s my commute going to be like in this location? These are all questions that you can answer really, really easily within the main content of the site. You can research hot topics in local Facebook groups very easily: What else are people talking about? How else are they answering it in your area? Try and think if you can improve on that answer with your expertise, by adding maps, drawings, diagrams, photography, video.

How to Display Authority and Trustworthiness to Google

Expertise or authority on location also comes down to citations, reviews and links, which are third-party site affirmation of how you are an authority.

If you can, for instance, become the expert of one of the borough’s local/online newspaper or local radio station. Being their authority becomes another opportunity to be recognised by search engines. Making those connections really this is the key thing. Do not forget to inspire local businesses to link by offering some partnerships, sponsorship, competitions, parent’s days, too.

Google needs to know that you are a legitimate authority. Which means that you’re a real person, that you have a real address, a real phone number, you are available at real times. Claim or create your free listing to Google My Business and complete it 100%. Make sure to have consistency in your name, address, and a phone number throughout all of the citations on the web. Make sure to have here reviews that reflect your expertise, your authority, and your trust.

Can you outrank the Big Names in Real Estate?

If you are authoritative and recognised as a local business, you have the opportunity of appearing above bigger names in the local pack, if you’ve got that local relevance.

Also, please don’t forget it’s not just about winning against the Main Portals on the big keywords: very often, most of the audience’s searches use long tail keywords with a much higher intent associated with them.

Please, keep in mind that SEO can be a long play, especially in very competitive niches. Put yourself in the mindset that it’s going to take time. Constantly making new content, becoming the authority for your area can, in the end, get you to amazing positions on Google.

Another consideration: if you want to be number one in London, you’re going to have some good challenges. It is going to be much easier if you try to become the expert in an area that’s more finite, dominating an area there’s enough business to give you a good quality of life. You don’t have to dominate everything.

Does Social Media Help Real Estate SEO?

Having people saying you’re the expert also comes down to social media, where you should get visibility and recognition. It doesn’t directly correlate to your rankings, but it correlates to discoverability and getting customers, businesses, education institutions to mention you in different areas around the web. This enables people who may not necessarily have known about your business to find out about you, especially if you’ve got good content that is being shared and then they’ll go to your site.

My top tip if you only have a few quid to invest…

Spend them on gas to drive somewhere quiet. Just go out there and write as much as you can out of the next two days. Take a weekend and create 5, 10, even better 20 articles in a weekend. Then, just sit down afterwards and distribute them out slowly on your Social Media, promoting them as best you can and making sure it’s of interest to the local people. It’s renowned already that Content is King and I agree, it is the key to focus on.

Real Estate SEOAbout the Author

Silvia Del Corso is the founder of PinkSEO.Marketing, a West-London-based SEO and innovative digital marketing company for modern brands of all sizes.
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