What Is Local SEO And Why Is It So Important For Real Estate Business
Local SEO is the process of optimizing your online presence to increase local traffic, visibility, and brand awareness and when combined with real estate photography, it is one of the most powerfull tools you can use to showcase your property.
Common local SEO tasks include:
Optimizing your Google Business Profile
Finding local keywords
Creating locally relevant content
Being a physical location your real estate property can greatly benefit from local SEO.
This is an example of a local search result on Google:
Local SEO can help your real estate property appear in Google results for searches like these.
This article explains why local SEO is important, how it works, and how to do local SEO.
Why Is Local SEO Important?
The best way to get your site in front of people in your area is to use local SEO marketing.
Over 75% of consumers in the United States, France, Germany, and the United Kingdom use Google when looking for real estate property information.
Making it the most dominant search engine for local search in those (and many other) countries. By far.
How Local SEO Works For Real Estate
On top of Google’s usual ranking factors, its local search algorithms use three main factors to help find the best match:
- Relevance (how closely related a Google Business Profile result is to the words a searcher uses in their query)
- Distance (how far Google believes a user is from a your real estate property when they search)
- Prominence (how important Google thinks your real estate property is to its potential customers)
Then, Google displays two types of search results for local searches.
The “local pack” results (Google Maps and Business Profiles) and organic results.
Organic results are the “normal” blue link search results we’re all used to seeing on Google.
The Importance of Adding New Real Estate Photography To Google My Business
Your photos in your GMB account are a great way to highlight your properties attributes. Real estate property photos may show up in the Google search results page when users in your area search for the types of attributes your real estate property offers. However, what many may not realize is that Google will favor images that have more recently been uploaded. The newer your photos are, the more likely your profile photos will appear to users.
Below is an image of the photo view statistics of a local real estate business (outlined in the blue line). This business claimed their GMB profile at the beginning of April and started adding new photos at this time. Note the spikes in views of this business’s profile photos from April through May – these were dates when new photos were added to the GMB profile:
How to Do Local SEO For Your Real Estate Business
Now it’s time to create a strategy so you can increase your local rankings and boost traffic. The following steps will help you get started.
Do Local Keyword Research
Keyword research for local SEO is the process of finding keywords people use when searching for local products and services.
Ranking for these keywords drives highly targeted local traffic to your site and sends more customers your way.
To get started, you need a short list of keywords people can use to find your local real estate property.
Research Your Competitors
Seeing what your competitors are doing is an easy way to start gathering ideas.
One of the best ways to do that is to use Semrush’s Organic Research tool.
Enter a competing site and click “Search.”
Optimize Your Google Business Profile
A Google Business Profile (formerly Google My Business) is a free business listing with information about your real estate property.
It allows you to provide details like your location, services, products, and photos.
Then, Google will list it in local search results.
Here are a few Business Profile tips:
- Select various attributes to describe your real estate property (like outdoor seating, Wi-Fi, etc.)
- Upload photos and videos regularly (promotes engagement and boosts rankings)
Further reading: Google Business Profile Guide