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The importance of local SEO for real estate agents

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Are you a real estate agent looking to expand your reach and stand out in your local market? SEO (search engine optimization) may be the game-changer you’ve been seeking. 

Far from just a marketing buzzword, SEO refers to the process of optimizing your online presence to increase visibility on search engines like Google. While traditional SEO focuses on improving your rankings for general search queries, local SEO is about the geographic relevance of your business, specifically targeting location-based searches to help you connect with nearby customers. 


Why is local SEO important for real estate agents?


For real estate professionals who operate within a specific geographic region, targeting local traffic is crucial for attracting clients. Optimizing your local SEO strategy directly improves your ability to connect with potential clients in your area. 

In fact, Think with Google reports that 76 per cent of those conducting a local mobile search convert (visit a physical place within 24 hours) and 28 per cent of those make a purchase. 

Additionally, a 2023 survey from found that 98 per cent of consumers used the internet to find information about local businesses and, according to SEO Tribunal, 97 per cent learn more about a local business online than anywhere else.

These data points suggest most people searching for local businesses have a clear intention of becoming a customer.

A strong, local SEO strategy ensures your business ranks high on search results when people are searching Google for real estate services, properties or agents in your area. This increased visibility can lead to more website traffic, higher engagement and, ultimately, more clients.


How can I improve my SEO ranking?


For agents who want to stay competitive, there are many ways to strengthen local SEO. Here are a few key strategies to enhance your searchability, attract local prospects and boost your online visibility.


1. Claim and optimize your Google Business Profile listing


Your free Google Business Profile listing, which you can create at, acts as your virtual storefront. Make sure all details — such as your business name, contact information and operating hours — are accurate and consistent. Additionally, you can encourage satisfied clients to leave a Google review, given that positive feedback can significantly boost your local search rankings and build trust with potential clients.


2. Leverage local keywords strategically


Incorporate local keywords and phrases throughout your website. Focus on terms prospective clients in your area are likely to search for, such as “real estate agent in [your city]” or “homes for sale near [landmark].” Utilize free tools like Google Keyword Planner to identify relevant keywords with decent search volumes and low competition.


3. Create locally-relevant content


Blogging is a powerful tool for improving local SEO, so regularly publish blog posts that address local real estate trends, neighbourhood highlights, market updates and community events. By offering valuable insights to your local audience and incorporating your targeted keywords and phrases throughout (without overdoing it), you can attract more traffic and establish yourself as an authority in your local real estate market.


4. Ensure mobile-friendly website design


Optimize your website across all devices. Google prioritizes mobile-friendly sites in search results, meaning that a responsive design not only enhances user experience but also boosts your SEO rankings. Given that more users access the internet through their mobile devices, a seamless mobile experience is essential.


5. Monitor and respond to client reviews


Regularly monitor and engage with client reviews across platforms like Google, Yelp and social media. Promptly responding to both positive and negative feedback demonstrates your commitment to client satisfaction. Engaging with reviews not only builds trust with potential clients but also signals to search engines that your business is active and reputable. 

Remember, getting glowing client reviews doesn’t have to be a complicated process. In a previous article, we outlined our proven framework for securing high-quality testimonials that showcase your skills and professionalism. 


Whether your business operates within a small geographic area or serves clients around the world, SEO is a critical component of your marketing strategy to ensure long-term sustainability.

Optimizing local SEO is not just about achieving higher rankings — it’s about connecting with local prospects who are actively searching for real estate services in your area. By implementing the methods described above, you can enhance your online visibility and position your real estate business for success in local search results and beyond.


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