These slides were presented during the SEMrush webinar "Real Estate SEO". You can watch the video replay here >>> https://www.semrush.com/webinars/real-estate-seo/

1. SEO for
Real Estate
Get found when buyers
and sellers search online

2. Grant Simmons
VP, Performance Mktg

3. SEO is Important

5. Home Buyers Use Search
95% of home buyers
use online information
during the home
buying process.
(NAR 2017)
Half of all home buyers
start their online search
6-12 months prior to
making a purchase.
(Google)

6. The SEO-Driven Real Estate Agent

8. Definition of Real Estate SEO
Work that goes into showing the search engines
that you are the most trusted source of
information and provide the most authoritative
answers to searcher’s questions related to buying
and selling homes in your area of expertise.

9. Definition of Real Estate SEO
Work that goes into showing the search engines
that you are the most trusted source of
information and provide the most authoritative
answers to searcher’s questions related to buying
and selling homes in your area of expertise.

10. Definition of Real Estate SEO
Work that goes into showing the search engines
that you are the most trusted source of
information and provide the most authoritative
answers to searcher’s questions related to buying
and selling homes in your area of expertise.

11. Definition of Real Estate SEO
Work that goes into showing the search engines
that you are the most trusted source of
information and provide the most authoritative
answers to searcher’s questions related to buying
and selling homes in your area of expertise.

12. Definition of Real Estate SEO
Work that goes into showing the search engines
that you are the most trusted source of
information and provide the most authoritative
answers to searcher’s questions related to buying
and selling homes in your area of expertise.

13. Definition of Real Estate SEO
Expertise
Authority
Trust

14. Definition of Real Estate SEO
Expertise
Authority
Trust
EAT
Geeks read this: go.homes/QRG

15. Definition of Real Estate SEO
Expertise
Authority
Trust
Of homes in
A specific
Area of expertise

16. Your Area of Expertise

18. Real Estate SEO
Expertise
Authority
Trust

19. Real Estate SEO
Expert of and in the listings’ location
Authority
Trust

20. Real Estate SEO
Expert of and in the listings’ location
Authority
Trust
What makes you an expert?

21. Real Estate SEO
Expert of and in the listings’ location
Authority on the location
Trust

22. Real Estate SEO
Expert of and in the listings’ location
Authority on the location
Trust
Why are you an authority?

23. Real Estate SEO
Expert of and in the listings’ location
Authority on the location
Trusted information about the location

24. Real Estate SEO
Expert of and in the listings’ location
Authority on the location
Trusted information about the location
Why is the info trustworthy?

25. Real Estate SEO
Expert of and in the listings’ location
Authority on the location
Trusted information about the location
Why is the info trustworthy?

26. Let’s Get One Thing Straight, Though

27. Let’s Get One Thing Straight, Though
You’re Not a Programmer

28. Your Website Needs to Work First

29. Your Website Needs to Work First

30. Your Website Needs to Work First
Good hosting. Good code. Good speed.

31. “Technical Stuff”

32. “Technical Stuff”
Site structure
Schema
XML sitemaps
robots.txt
Flux capacitor*
Etc.

33. “Technical Stuff”
Site structure
Schema
XML sitemaps
robots.txt
Flux capacitor*
Etc.
*https://www.oreillyauto.com/flux-500.html

34. “Technical Stuff”
“Stuff You Can Actually Do”
vs

35. Real Estate
Expertise, Authority, & Trust
in Practice (the Nuts & Bolts)

36. Real Estate SEO – Nuts & Bolts
Expert of and in the listings’ location
• Listings are your primary content
• You should be descriptive (in the
descriptions) DOH!
• Great photography and/or video
• Put home in context of location
○ What, where, how?
○ Schools, business, transport etc.

37. Real Estate SEO – Nuts & Bolts
A word about words
• Research queries ‘how people search’
• Tools like SEMRush
• Ask locals, real people
• Use your brain (it’s pretty smart)
e.g. Bungalow vs Ranch
e.g. Downtown vs Main Street

38. Real Estate SEO – Nuts & Bolts
A word about words
• Use the right words in page titles / H1 tags
• Use ‘near’ terms to add context
• Be creative in blog posts
“Best restaurants in location”
“10 ideas for families in location”
Etc.
• Inspire folks to link to your great content!

39. Real Estate SEO – Nuts & Bolts
Expert answers about the location
Research questions people ask:
“Where’s the nearest park?”
“How good are the schools?”
“What’s my commute like?”
• Tools like SEMRush can help
• Use your brain (it’s pretty smart)
• Ask people (they use search engines!)

40. Real Estate SEO – Nuts & Bolts
Expert answers about the location
Research questions people ask then:
Answer them fantastically!
Answer them completely!
Answer them comprehensively!
Answer them with the best answer!
(format / add links / maps / context of location etc.)

41. Real Estate SEO – Nuts & Bolts
Authority on the location
• Reviews
• Credentials
• Association membership
• Quoted in local publications
• Reputation is key!

42. Real Estate SEO – Nuts & Bolts
Authority on the location
• Reviews
• Credentials
• Association membership
• Quoted in local publications
• Reputation is key!
Google needs to know you are ‘legit’

43. Real Estate SEO – Nuts & Bolts
Trusted information about the location
Links / mentions / citations
• Google My Business google.com/business
• Syndicate your NAP name | address | phone
• Inspire local businesses to link offers | partnerships
• Inspire local schools to link sponsorship | competitions | parent day
• Build link-worthy content – and then tell *everyone* about it!

44. E+A+T = Topic Trust (why trust you on location homes?)

45. “Technical Stuff”
Ahem (just reminding you)

47. Final Point

48. We all want to be the Aquaman (or woman) of Real Estate

49. This is Just the (important) Beginning
Expert of and in the listings’ location
Authority on the location
Trusted information about the location

50. This is Just the (important) Beginning
Expert of and in the listings’ location
Authority on the location
Trusted information about the location
Build Your Local Reputation

51. SEO for
Real Estate
Get found when buyers
and sellers search online

52. Grant Simmons
VP, Performance Mktg