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Guy Saikhum You’re here because you want an actionable step-by-step guide on how to do SEO for estate agents.
The property market is very competitive.
It’s good that you know that search engine optimisation is vital for getting leads, phone calls, and potential customers through organic traffic.
In this guide, I’ll share actionable SEO tips that you can do to achieve a successful SEO campaign for your local estate agent company.
I’ll also be using Bournemouth for the location.
Let’s dive in.
The best way to find opportunities is by using keyword research tools like Semrush, or Google Keyword Planner.
Keyword research can make or break your campaign.
You will waste time and capital if you’re targeting the wrong keywords that won’t convert.
Whichever tool you’re using, go to their keyword overview and enter the keyword your potential clients would search for, like “Estate Agents Bournemouth.”
I like to use a powerful tool like Semrush, which will show you the search volume and the estimated keyword difficulty.
Let’s get more deep into this.
You’ll also be able to see other relevant keywords as well in the “Keyword Variations” section.
You’ll see different types of keywords you can go after.
Even though these are labeled as “keyword variations,” they don’t guarantee that they will bring relevant traffic to your website.
You can optimise your home page or create a dedicated commercial page for the keyword “Estate Agents Bournemouth.” That will bring relevant traffic.
The important thing is to be careful with what keywords you pick. If you pick “Enfields Estate Agents Bournemouth,” then that would not be the way to go.
This is what we call a “navigational keyword,” which is essentially a branded keyword.
It’s not the best choice if you’re aiming to attract relevant traffic and conversions. Go for a more effective keyword instead.
The final section is “Questions.”
This gives you ideas on how to build informational articles to build topical authority around your core offer.
We’ll talk more about this later.
These keyword research tools are powerful resources, and they can help you determine the extent to which SEO opportunities exist in your specific niche.
It is not 100% accurate, but you can still use it to give you ideas.
Let’s do some maths to determine the opportunities.
When you combine the total search volume, it is around ~10,000 available searches every month in the estate agents market.
Just imagine this.
If you rank #1, you will capture 39.8% of clicks based on organic CTR (according to smart insights):
That’s 3980 organic visitors per month.
Suppose 25% of those are a good fit for your service.
That’s 995 qualified visitors to your website.
With a 6% conversion rate, you could potentially gain around 59 new leads for your estate agent business.
To achieve the most conversions, you’ll need to focus on:
To be honest, most estate agency websites don’t convert well due to high bounce rates.
Let’s talk about the best practices for website design and your landing pages.
You can see this website has social media icons above the fold:
This is a huge mistake.
The goal is to keep the website visitors on the page as long as possible and convert them.
Visitors are likely to click off the site, which will send a signal to Google, basically saying that your people love to click off your site.
Google will then be like, “Oh, your site is not important“
It’s crucial to have a clickable phone number on your site. This simple feature can significantly boost your conversion rates and enhance user experience.
Put the social icons in the footer instead.
This website also needs a clickable phone number:
This will reduce their conversion rates, which is not what they want.
Imagine this.
The visitors must type that on the phone, and they might mess up the number.
That’s a big mess.
You’d also want to avoid a big blank space on the home page (this is your most important page.)
Instead, you could do something like Goadsby:
You see how they put a modifier in the center.
This means potential buyers can do a property search and see lots of property listings in real time.
This user-centric feature allows users to discover the most suitable property options, aligning with their preferences and requirements.
A good practice to follow is design patterns.
Follow the example below:
Most people have short attention spans now.
I would follow Frost&Co’s design, which has an image on one side and a text block on the other.
Every great SEO campaign is made for the long-term run.
This means you need to do everything you can to increase the online visibility.
Technical SEO plays a vital role in your campaign.
It’s crucial to address and fix all the technical issues to make sure your estate agent websites are in top shape.
Just imagine a broken car trying to compete with a healthy sports car.
That wouldn’t go well.
You can use an SEO audit tool like Screaming Frog to crawl your website and identify any issues.
You’d want to either fix or delete the following pages that have these:
This is when two or more pages are targeting the same keyword.
Always remember:
Only ONE page should target your primary keyword.
You can create a dedicated page if there’s a different intent.
For example, “Who Are The Best Estate Agents in Bournemouth?” deserves its own page because it has a different intent.
Meanwhile, “Bournemouth Estate Agents” is just a variation. So it doesn’t need a separate page.
Internal linking is one of the most powerful ways for Google to crawl and index your pages.
Unfortunately, even “real estate agents” websites don’t do this correctly.
So, link relevant pages to each other.
If you’re struggling to find opportunities for internal linking, consider creating more supporting content.
By linking these pages to the core keyword page, you can strengthen your site’s structure and improve its search engine visibility.
I see a lot of websites with thin (low-quality) pages.
It’s always quality over quantity.
So, rewrite those pages if they have a high value for your estate agent SEO campaign.
If not, delete them.
Even a tiny fix like this will improve your overall search engine rankings.
Having an SSL Certificate is a Google ranking factor.
Most websites have this, so this website is way behind everyone already.
You can get an SSL certificate with your hosting company.
If you use WordPress, there are various plugins for a free SSL certificate.
The most significant factor for UX is page speed.
To check your site speed, use PageSpeed Insights.
If your mobile score is below 80, you have work to do.
This is a priority because this can make or break your conversion rates.
Especially now, in 2024, Google prioritises websites that optimise the mobile index first.
Local SEO must to be done correctly because you’d want to rank your Google My Business profile in the local map pack.
The local map pack only shows the top 3 profiles unless you click to see more:
As shown in the Google Maps above, you’re competing with many local businesses, so there’s a lot of work to do.
Remember, you’d want to appear for “Estate Agents Near Me” and similar terms in your local area so I would dig deep and optimise everything.
I’d dig deep by optimise your profile to list all the services you offer.
Make sure your description has your target keyword in it.
A big ranking factor for locals is reviews.
Contact them immediately if your customers still need to leave a Google Review.
The top 3 businesses ranking in the map packs have over 150+ reviews; you’d need to have a similar number of reviews.
I would also build citations.
When doing that, make sure your citations have consistent NAP (Name, Address, and Phone Number).
Now that you’ve fixed all the technical things. It’s time to optimise your existing pages. (On-Page SEO)
Whichever page is targeting your core keyword, you’d want to have your target keyword in the following places:
You can use the Detailed Chrome Extension to see most of the things you may be missing:
Of course, there are more advanced techniques.
Having your core keyword in all these places would make you 80% ahead of your competitors.
For other pages, you’d apply the same principle.
The keyword “Estate Agents Bournemouth” is hard to rank for.
You’d want to build topical authority and create a good content strategy so that Google understands you’re a pro at what you do.
“How can I appear on the Google searches through content marketing?“
You need to build more keyword-driven content around your core keyword for property buyers and sellers.
You’d want to build 5 supporting valuable content related to your core keyword.
Then, link those blog posts you’ve created back to your main keyword page.
Here’s an idea: “Top 10 Up-and-Coming Areas in Bournemouth for Property Investment.“
Focus on building high-quality content for your target audience.
Backlink is the number one Google ranking factor.
You will need good backlinks to rank your websites.
Avoid easy links you can acquire, like Reddit, Sketchy Directories, and more.
If the links are easy to acquire, they’re not worth it:
Most SEO Agencies will build you those type of low-quality links and report to you that they’ve built “100 links.”
Avoid that at all cost, 1 high-quality link is better than 100 poor links.
Here’s some ways to get quality backlinks.
I would recommend listing your business on trusted directories like Bournemouth Local Chamber of Commerce and similar trusted entities you can find.
This is one of my favourite techniques.
Once you’ve donated to them, you’ll score a powerful link to your site.
Use this search string “CITY + Donate“:
This is a great way to become an authority in your niche.
Use the search string “Write For Us + Estate Agents“
Then, reach out and pitch good topics you’ll write for them.
You’ll then land a solid backlink to your site if done correctly.
Well, it’s time for action.
It’s time to increase your website traffic.
Here’s the thing.
SEO success is only possible when you act upon this free SEO guide.
With our SEO Services, we can generate phone calls and quality leads through advanced SEO techniques that no other company in the area can use.
That was a free guide; imagine what we can do if you work with us.
You can relax and let the professionals handle the SEO efforts by creating a powerful marketing strategy and driving traffic to your website.
You won’t have to worry about content creation, acquiring powerful backlinks, and every other aspect of SEO.
Book a discovery call, and we’ll discuss how we can help your real estate business with our effective SEO strategies.
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