The 5 WORST Real Estate SEO Practices


With over a billion real estate searches starting on Google each year, thinking through your real estate SEO search strategy is critical for success. To begin mastering SEO, catch up on the five worst things real estate professionals can do for their SEO strategies:

Not supplying unique content

Supplying basic listings information such as lot size, address, and bedroom/ bathroom count is something all real estate companies do, making this information looked at by Google as “duplicate content”. Google’s latest Panda update heavily penalizes platforms that only supply duplicate content by reducing their search engine rank. So, supplying customizable, frequently updated information such as school reviews, community and demographic information, and market trends and transactions are all ways to battle duplicate content and improve SEO.

Not supplying localized SEO landing pages

With 69% of home shoppers starting their search with a local term such as the name of a neighborhood, localized landing pages for neighborhoods, towns, and counties are a great way to grab localized search traffic while boosting SEO. Conversely, not supplying these localized landing pages (complete with all the localized information a home shopper needs to make a decision) puts real estate professionals at a huge disadvantage for capturing that 69% of home shoppers.

Not having a keyword strategy

Google’s Hummingbird algorithm focuses on rich, original, and relevant content. So, not targeting local search terms such as “Schools in Boston”, “Homes in Boston”, “Crime in Boston”, or “Mass Transportation in Boston” and reinforcing those keywords with unique, relevant content will generate a loss of focus and relevancy within a platform, causing that platform to rank poorly for potential home shoppers’ searches.

Unstructured URLs

URLs help inform Google of a website’s overall purpose is as well as its content hierarchy. Having jumbled letters and numbers in a URL as opposed to organized, distinct page topics (containing targeted keywords) will greatly disadvantage how Google interprets a site’s importance and validity.

Unstructured Pages

A website’s page titles, headers, meta descriptions, and content should all contain and reinforce relevant keywords while being organized and unique. The best way to structure a localized landing page to capture targeted keywords such as “Schools in X”, “Homes in X”, “Crime in X”, or “Mass Transportation in X” is to break the landing page topics into separate headers and supply accurate, frequently updated, and unique content.

Most real estate companies optimize for highly similar words, so knowing and mastering the latest in SEO is the only way to win over online traffic and improve your bottom line. Want more? Downloading Onboard Informatics’ free SEO guide so you can offer an enhanced user experience for your home shoppers, make it easier for home shoppers to find you, and master SEO so you can focus more on selling homes. Download the free SEO guide here:

The 10 Best Practices for Using Real Estate Content to Boost SEO.

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