Real Estate Marketing Academy

6 Steps to Optimizing Your Real Estate Website for Local Search

By Seth Price

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The success of a real estate business relies heavily upon how well you can market your location. People want to work with an agent who knows their neighborhood, district, and city well enough that they can even endeavor to ask for recommendations about the area: Are there many kids in the neighborhood? What are the best schools? Where’s a nice place to grab dinner on a Friday night? And so on.

“What people want is the extra, the emotional bonus they get when they buy something they love.” – Seth Godin, best-selling author CLICK TO TWEET

You can optimize your show of familiarity and expertise with just a few simple tweaks and changes to your real estate website content.

1. Use a Local Domain Name

Use a local term in your website’s domain name (i.e. This is an easy way to signal to leads that you’re a local pro.

2. Use Relevant Contact Information

Less to do with location and more to do with accessibility, it’s important that your website and social media pages have contact information that is easy to find. Make sure your site also has a “contact” page, so that users have a direct location to grab your number or business address.

3. Use Consistent Search Citations

Fairly straightforward, it’s always important to use consistent information on various search platforms. Google+ Local, Yahoo! Local, and Bing Local should all list the same information for leads to easily get in touch with you.

“If you do build a great experience, customers tell each other about that. Word of mouth is very powerful.” – Jeff Bezos, founder & CEO CLICK TO TWEET

4. Use a Local Keyword in Your Blog Title

It’s important for your blog to cover a diversity of topics and to have variations on content BUT it’s equally important for the blog to be anchored in a location. Leads who engage with your content want to be clear on your location so they know whether or not you’re available for local business. Like your domain name, you should also optimize your blog by using a local search term – i.e. Boston Condo Blog – in your title.

5. Use Local Content

Local name, local blog, local content. Demonstrate your expertise with reviews on local restaurants, celebrities, historical sites, and more.

6. Use Local Reviews

Another way to demonstrate your expertise is to have other people talk about it. Ask clients to write positive reviews on Google, Yelp, or similar sites and highlight the best ones on your site. (Make sure you include a photo!)


Since it’s a bit difficult to find the best time for each type of online communication that will work for everyone, I’d love to hear about your personal experiences. What works best for you? You can comment below, send me an email or find me on Twitter at @sethstuff

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