How to Improve Real Estate SEO: 10 Proven Strategies

Last Updated on May 7, 2025 by Valerie Jennings

According to the National Association of Realtors (NAR), 96% of home buyers begin their property search online, making it crucial to stand out in the real estate industry online. 

Your listings should be easily accessible and provide a seamless user experience.

However, with recent changes in Google’s algorithms and the increasing prominence of generative AI, traditional SEO strategies that focus solely on keywords and traffic are no longer sufficient.

At Jennings Social Media & MarTech (JSMM), we recognize the impact these shifts are having on luxury real estate marketing. 

We craft search engine optimization (SEO) strategies that increase your visibility and align with Google’s evolving standards of E-E-A-T (Experience, Expertise, Authority and Trust).

By leveraging technology and creating valuable content that showcases your expertise in the luxury real estate market, we ensure your business is visible and trusted by your target audience.

Explore 10 key strategies on how to improve real estate SEO. These strategies, which we’ll delve into in this blog, will help you attract high-net-worth buyers, build trust with your potential clients and drive more qualified leads to your listings.

What Is Real Estate SEO?

Real estate search engine optimization (SEO) refers to optimizing your website and content so it ranks on the first page of Google search engine results when potential buyers search for properties. It utilizes technical SEO, content marketing and local search optimization to enhance your website’s visibility and attract qualified leads.

For luxury real estate businesses and real estate agents, local SEO is a game-changer. It enhances your online presence in local search results, making it easier for buyers to find properties in a specific neighborhood or market. This is particularly beneficial for businesses that cater to high-net-worth individuals who often have particular location preferences.

Top 10 Best Practices to Improve Real Estate SEO

1. Conduct a Comprehensive SEO Audit

The first step in optimizing your real estate SEO strategy is to conduct a comprehensive SEO audit, analyzing the website’s performance using tools such as Google Analytics, Google Search Console and other SEO tracking tools.

We evaluate factors such as site speed, mobile responsiveness, user experience, keyword usage and other key metrics to identify areas for improvement.

This audit serves as the foundation for all future SEO efforts. With detailed insights into how your site is performing, we can optimize and align our strategies with best practices, ensuring that data-driven decisions back every subsequent step.

2. Optimize for Local Search

After the audit, utilize the insights gathered to optimize your Google My Business (GMB) profile, integrate location-specific keywords and secure local citations, thereby improving your visibility in the local market.

Local SEO is crucial for real estate businesses, particularly those specializing in properties within specific cities or neighborhoods. 

Optimizing for local search increases visibility in local search results, making it easier for potential buyers in your target area to discover your listings.

Here are the best ways to focus on local search:

Optimize Google My Business Profile

Ensure that your NAP (name, address and phone number) is accurate and consistent across your Google My Business (GMB) profile and other online directories. This optimization increases your chances of ranking in local search results and appearing in Google Maps.

Important Google business profile features to optimize:

• Property photos and office pictures
• Business hours and up-to-date listing information
• Client reviews: Responding to reviews improves both engagement and local search rankings

Use Location-Specific Keywords

Instead of targeting general keywords like “luxury homes,” aim for specific, geographically focused keywords such as “luxury homes in Telluride” or “real estate in Vail.”

Implement these keywords in:

• Property listings and neighborhood descriptions.
• Title tags and meta descriptions for relevant web pages.
• Blog posts that highlight local market trends, neighborhood guides and community events.

These keywords ensure that buyers actively searching for properties in your area find your listings first.

Build Local Citations

Build local citations by listing your business in reputable local directories such as Yelp, Yellow Pages and other industry-specific sites. Ensure that your NAP is consistent across all platforms.

This consistency builds trust with search engines and enhances your visibility in local search results.

Create Location-Specific Landing Pages

Create location-specific landing pages for each area or neighborhood you serve. These pages should focus on the unique features and attractions of each location, showcasing available properties and local amenities.

A distinct buyer persona for each location enables you to target specific buyer needs and preferences, thereby enhancing relevance and engagement.

By optimizing these pages with the right keywords, you can enhance visibility in local search results and help potential buyers find content that resonates with their desired area.

3. Use Long-Tail Keywords Strategically

Long-tail keywords capture high-intent buyers specifically searching for properties that match their needs. These relevant keywords are more targeted and longer than generic search terms.

 

Short Keywords (Generic)	Long-Tail Keywords (Specific)
Luxury homes                                        Real estate Homes for sale	Luxury homes in Telluride with mountain views Ski-in ski-out properties in Colorado Waterfront homes for sale in Miami Beach Luxury vacation homes in Aspen for sale Pet-friendly homes near downtown Denver

 

Why Long-Tail Keywords Matter in Real Estate SEO

• Targeting Specific Buyer Needs
  These long-tail keywords show that the buyer is looking for something particular, and if your listings are optimized for these terms, you’re more likely to appear in their search results. 

Long-tail keywords are more likely to generate leads who are actively interested in making a purchase, as they have a clear idea of what they want.

• Reduced Competition
  While short keywords like “luxury homes” may have high competition, long-tail keywords are less competitive, giving you the advantage of appearing higher in search engine results.
• Higher Conversion Rates
  Buyers using long-tail keywords are often in the final stages of the decision-making process and are more likely to convert. Targeting such keywords means you’re reaching out to buyers who are closer to making a purchasing decision.

4. Create High-Value, Location-Based Content

In real estate, buyers aren’t just purchasing a property — they’re investing in the lifestyle and community that come with it. 

By creating location-based content that highlights the area’s unique qualities, you emotionally connect with potential buyers, helping them visualize their life in that location.

This approach also enhances real estate SEO by targeting location-specific searches, improving visibility and making it easier for buyers to find your listings.

How We Create Location-Based Content

As a luxury real estate marketing agency, we understand that the more detailed the buyer persona, the more effective the content becomes.

A buyer persona is a detailed profile of your ideal client, developed through research and insights into demographics, behaviors and preferences.

This helps us identify what drives potential buyers, what lifestyle features they value and how they make purchasing decisions.

Drawing on insights from these personas, we craft compelling and relevant content that resonates directly with their needs and desires.

Sample Key Messaging Ideas Based on a Buyer Persona

Luxury Lifestyle: Showcase the upscale lifestyle and prestigious community associated with the location. In Telluride, for example, the emphasis is on the luxury ski lifestyle and exclusive experiences available to residents.

Exclusive Properties: Highlight the unique features and amenities of properties, such as ski-in/ski-out access and breathtaking views, emphasizing their desirability and exclusivity.

Seasonal Appeal: Promote the area’s seasonal attractions, such as Telluride’s ski season, which attracts buyers seeking properties in premier ski destinations.

5. Make Property Listings SEO-Friendly

Property listings are the core of any real estate website, and optimizing them for SEO ensures they rank well in search engine results.

Optimizing property listings helps you rank higher in search results and enhances the user experience, providing buyers with all the necessary information they need to make informed decisions.

Elements to Optimize in Property Listings

• Keyword-Rich Descriptions
  Each listing should include detailed, keyword-rich descriptions that accurately reflect the property’s features while including target keywords. 

For example, instead of just saying “luxury home for sale,” you could say “luxury 4-bedroom home with ocean views.”

• Schema Markup
  Schema markup is a powerful SEO tool that enables you to provide search engines with additional information in a structured format. 

For real estate, this means adding structured data that indicates whether a listing is a property for sale, the price, the number of bedrooms and other important details.

• Title Tags and Meta Descriptions
  Title tags and meta descriptions are two crucial elements for SEO and click-through rates. 

These are the first things potential buyers see in search engine results, so it’s essential to make them clear, engaging and keyword-optimized.

• Title Tag Example: “Luxury 5-Bedroom Ski-In Ski-Out Home in Aspen for Sale”
• Meta Description Example: “Explore this luxurious 5-bedroom ski-in ski-out home in Aspen, featuring panoramic mountain views and high-end finishes. Schedule your tour today!”

• Image
  High-quality images are essential for real estate listings, but they must also be optimized for search engine optimization (SEO) to enhance their visibility. 

Use descriptive alt text that incorporates keywords.

For example: “luxury mountain view home living room in Aspen”
Optimize image file sizes to ensure quick loading times, as page speed is a significant ranking factor for SEO.

• Internal Linking
  Internal linking connects your listings to other pages on your website, improving user navigation and boosting SEO. 

For instance, if you have a neighborhood guide or a blog post about the area, link to those pages from your property listings to increase their visibility and relevance in search engines.

• Regular Updates
  Keep your property listings up to date with accurate pricing, availability and property details. 

Outdated listings can hurt your SEO rankings and user experience, as buyers may leave your site when they find obsolete or incorrect information.

6. Optimize User Experience (UX): Mobile Responsiveness & Site Speed

Mobile Responsiveness

According to the NAR report, 50% of buyers search for properties on mobile devices, making a mobile-friendly website more important than ever.

A responsive design adapts your website’s layout to any screen size, ensuring that your listings, images and calls to action are displayed clearly and easily accessible on smartphones and tablets.

Google uses mobile-first indexing to prioritize mobile-optimized websites in search results. This means that if your website is not optimized for mobile users, it can negatively impact your search engine rankings and visibility.

Site Speed and UX

SMM’s technical SEO experts prioritize fast-loading websites because we know that slow pages lead to frustrated users, which can result in lost opportunities.

A study conducted by Google found that as page load time increases from one second to 10 seconds, the chance of users leaving the site rises by 123%. Similarly, when a page has more elements, such as text, titles and images, the chances of making a sale drop by 95%.

A fast-loading website ensures that potential buyers can easily browse your listings, view images and explore your content without delay, keeping them engaged longer.

Offering a seamless mobile experience allows potential buyers to easily browse listings, view high-quality images and schedule appointments on the go.

This enhances user engagement, reduces bounce rates and improves SEO performance.

A clean, intuitive website design ensures visitors can easily navigate and quickly find key information, increasing the likelihood of taking action, such as requesting a tour or contacting an agent.

 

7. Build High-Quality Backlinks

Backlinks are like votes of confidence for your website. Think of your website as a movie, and each backlink is a review from a trusted source. The more credible reviews (backlinks) your film receives, the more likely it is to be discovered by a broader audience, including potential buyers.

• Traditional Backlinks (from reputable websites): These are like reviews from trusted critics. When a respected site links to your page, it boosts your credibility in the eyes of search engines, much like a glowing review boosts a movie’s reputation. 

These backlinks help your site rank higher in search engine results.

• Organic Backlinks: These are like word-of-mouth recommendations. When other websites link to your content naturally because they find it valuable, it signals to search engines that your content is trustworthy and helpful. 

These backlinks are earned, not purchased, and they carry significant SEO value.

8. Utilize Photos, Videos and Virtual Tours

The same NAR report revealed these most valuable website features:

• 85% of buyers find photos helpful.
• 39% use virtual tours, with higher rates among younger buyers.
• 27% find videos useful.

Photos, video content and virtual tours allow buyers to explore properties remotely, which is crucial for reaching out-of-town buyers or those narrowing down options before scheduling an in-person visit.

Why These Assets Matter for Real Estate SEO

• Increased Engagement: Videos keep visitors on your site longer, improving SEO rankings.
• Visual Appeal: Virtual tours let buyers experience properties, making it easier to envision themselves living there.
• Convenience: photos, videos and virtual tours are available 24/7, offering flexibility for potential buyers.

At JSMM, we create high-quality videos and virtual tours that showcase the luxury experience of our properties. Our video tours showcased fine details and craftsmanship, making properties stand out in a competitive market.

How We Utilize Video and Virtual Tours

1. Property Video Tours: We create immersive video tours for our client, showcasing the key features of luxury properties and highlighting their fine craftsmanship and unique design elements.
2. Neighborhood and Community Videos: Our videos focus on a specific lifestyle, emphasizing the luxury experience, exclusive amenities and the vibrant community, connecting potential buyers with the area.
3. Interactive Virtual Tours: By offering virtual tours, we allow buyers to explore properties remotely at their own pace, increasing engagement and helping them envision their life in the property you are selling.

9. Integrate Social Proof and Reviews

Customer reviews and social proof are crucial in local SEO, as they build trust with potential buyers. 

Positive reviews on platforms like Google improve credibility and increase your visibility in local search results, making it easier for buyers to find and trust your listings.

Why Reviews Matter for Local SEO

• Boost Local SEO: Reviews enhance your visibility in local search results, making it easier for potential buyers to find your properties.
• Build Trust: Positive feedback acts as social proof, enhancing your reputation and encouraging conversions.

Our team gathers positive reviews for our clients and features them on their websites to enhance local SEO and build trust with prospective buyers.

10. Track Performance with SEO Tools

To ensure your SEO strategy works effectively, regularly track your website’s performance using tools such as Google Analytics, Google Search Console and others.

These tools track performance, monitor keyword rankings and identify areas for improvement, allowing for data-driven adjustments to refine your strategy and achieve better results over time.

Why Tracking Performance Matters

• Refines Strategies: We use the comprehensive SEO audit as our benchmark, allowing us to track improvements and make data-driven adjustments based on real-time performance.
• Continuous Improvement: By consistently reviewing key metrics, we optimize your SEO efforts to achieve better results and a higher return on investment (ROI).

We also provide monthly reporting to assess key performance metrics and hold biweekly meetings to review progress, make adjustments and ensure our strategies align with your business goals.

How long does it take to see results from real estate SEO?

It typically takes 3-6 months to see measurable real estate search engine optimization (SEO) improvements. This timeframe enables search engines to index and evaluate your website’s optimized content, gradually increasing search engine rankings and organic traffic.

JSMM’s Proven Strategies on How to Improve Real Estate SEO

At Jennings Social Media & MarTech, we’ve honed our strategies for more than twenty years of experience, and our results speak for themselves. 

We take great pride in the success we’ve helped our clients achieve. Ultimately, the real reward for us is seeing our clients thrive and the positive impact of our work on their businesses.

That’s why we’ve developed a proven approach that removes the guesswork from SEO and provides a clear path to success. 

You don’t have to go it alone — our experts are here to guide you every step of the way.

While you can implement these strategies independently, partnering with our digital marketing agency ensures that your real estate marketing efforts are practical and long-lasting.

Contact us today to start working together and bring your properties to the forefront of the market.