Outrank Giants Like Zillow, Trulia, and Redfin in Your Local Market
When it comes to buying, selling, or renting properties, platforms like Zillow, Trulia, and Redfin dominate the conversation. With massive visibility and a stronghold on search rankings, it might seem like there’s no space left for local real estate agencies. But here’s the twist: niche-focused businesses can outshine these giants using targeted SEO strategies.
This guide will walk you through the key challenges of real estate SEO and the actionable steps you can take to boost your local presence, outrank big players, and drive leads to your business.
Challenges of SEO in Real Estate
Before diving into solutions, it’s essential to understand the specific challenges real estate businesses face in SEO:
- Dominance of Big Platforms
Zillow, Redfin, and similar platforms have massive authority on Google due to millions of backlinks, extensive listings, and high-ranking pages. Competing with them requires finding content gaps and untapped keywords. - Local and National Competition
You’re not just competing with aggregators but also other local agencies that might already be investing in SEO. Standing out in these crowded local searches is key. - Hyperlocal Nature of Real Estate SEO
Unlike other industries, real estate businesses need to rank in specific cities, neighborhoods, or even streets. Your competition isn’t just broad but hyperlocal. - Your Money or Your Life (YMYL) Standards
Google holds real estate content to higher trustworthiness standards. Misinformation or poorly sourced content can damage your rankings. - Serving Two Audiences: Buyers and Sellers
As a real estate agency, you cater to both buyers and sellers, making it critical to balance your content to meet both needs.
Step 1
Build a Strong Foundation with Google Business Profile
A Google Business Profile (GBP) is one of the most powerful tools to establish your local presence. This free listing ensures your business appears in Google Maps and search results, often above organic rankings.
Optimizing Your Google Business Profile
- List Each Branch Separately: If you operate in multiple cities or neighborhoods, create separate GBPs for each branch to improve visibility for hyperlocal searches.
- Encourage Reviews: Positive reviews impact your rankings significantly. Actively encourage clients to leave reviews, even for non-transactional interactions (e.g., providing helpful advice).
- Highlight All Services: Ensure every service you offer is listed on your GBP to increase the chances of appearing in related searches.
- Add Human Touch with Photos: Upload team photos, client interactions, and behind-the-scenes content to build trust with potential clients.
Step 2
Target Niche and Long-Tail Keywords
Competing with platforms like Zillow for broad keywords (e.g., “houses for sale”) is nearly impossible. Instead, focus on niche and long-tail keywords that capture specific, high-intent searches.
How to Find Keywords
- Use tools like Ahrefs’ Keywords Explorer or Google Keyword Planner to identify:
- Hyperlocal terms (e.g., “luxury homes in Manchester”).
- Neighborhood names, landmarks, or postal codes (e.g., “homes near Green Valley Park”).
- Questions and terminology buyers or sellers might search for (e.g., “What is escrow?”).
- Filter for keywords with low-to-medium difficulty and high intent. For example:
- “Affordable apartments in Brighton.”
- “How to sell a home in [city/neighborhood].”
- Create neighborhood-specific landing pages to target these keywords. These pages should provide unique, valuable content tailored to the local area.
Step 3
Create Content That Addresses Gaps
Big platforms often miss hyperlocal details and personal touches. Fill this gap by creating content that:
- Answers Buyer and Seller Questions
- Examples: “What are the best schools in [area]?” or “How to price your home in [city].”
- Highlights Local Expertise
- Write about the unique qualities of neighborhoods, such as parks, dining options, or cultural landmarks.
- Educates Your Audience
- Create guides on real estate terminology or processes (e.g., “Understanding Closing Costs”).
Tip for Content Creation
Use tools like People Also Ask and Ahrefs’ Questions Tab to find commonly searched questions in your area. This strategy attracts leads at the research stage of their journey.
Step 4
Build Local Backlinks
Backlinks from reputable, local sources can significantly boost your authority and visibility in search results.
How to Earn Local Backlinks
- Partner with local blogs, news outlets, or community websites.
- Sponsor local events and get listed on event pages.
- Collaborate with other local businesses for cross-promotional content.
- Submit your site to local directories and chambers of commerce.
Step 5
Optimise for On-Page SEO
Ensure every page on your website is fully optimized for the keywords you’re targeting.
Key On-Page SEO Elements
- Meta Titles and Descriptions: Include your primary keyword and a unique selling proposition (e.g., “Luxury Homes in Manchester | Expert Local Realtors”).
- Headings (H1, H2): Structure your content with keyword-rich headings to improve readability and ranking.
- Alt Text for Images: Add descriptive alt text to your images using relevant keywords (e.g., “Luxury property near Green Valley Park”).
- Internal Linking: Link to other relevant pages on your site to improve navigation and help Google understand your site structure.
Step 6
Leverage Exceptional Customer Service for SEO
Your customer service directly impacts your online reputation, reviews, and ultimately your search rankings.
How to Turn Service into SEO Success
- Respond to reviews on GBP, both positive and negative.
- Follow up with clients post-transaction and request testimonials.
- Showcase success stories on your website or social media to build trust and attract new leads.
Step 7
Monitor, Measure, and Adjust Your Strategy
SEO is not a one-and-done task. Continuously monitor your performance, identify areas for improvement, and refine your strategy.
Key Metrics to Track
- Organic traffic growth.
- Keyword rankings.
- Local search performance (e.g., GBP clicks and impressions).
- Conversion rates (e.g., form submissions, phone calls).
Tools like Google Analytics, Google Search Console, and Ahrefs can help you track these metrics effectively.
Final Thoughts Compete Where It Counts
While giants like Zillow and Redfin dominate the real estate market, their size leaves gaps for smaller agencies to fill. By focusing on hyperlocal SEO, niche keywords, and exceptional customer service, you can carve out a space in the competitive real estate landscape.
The key is to be strategic, patient, and consistent in your efforts. With time, your agency can rise to the top of local search results and build a loyal client base.
