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Good, properly optimized content is instrumental in getting a real estate website to rank high. In fact, it’s the only way to make your brokerage found in a competitive digital scene. But are you sure you’re doing everything you can to maximize the opportunities content delivers? Check the six real estate SEO mistakes you can do without. 

It takes lots of time, knowledge and dedication to earn prominent positions in search engine result pages. Be careful not to undermine your own efforts by doing these common mistakes.

6 real estate SEO mistakes to stop doing

1) Short content

Different studies may produce different results as to what the ideal length of the top-ranking content is, but one thing remains steady: Longer content ranks higher than the short one.

real estate content length

Source: Search Engine Ranking Factors Study 2016 by Brian Dean

Search engines favor long content because it’s more likely to offer comprehensive and in-depth answers to readers’ questions. In other words, these pages deserve to be ranked higher.

But does this mean you have to produce long-form content just for the sake of a higher number of words? For a local real estate agent, creating long content is a challenging task. So the short answer is no. The long answer is to make sure you’ve done your research and mentioned everything you could.

A good solution would be to google the focus keyword you’re going to use and check the length of the top content ranking for that keyword. Then, make yours better and longer. This greatly increases the odds of ranking higher for that query.

[Related post: 7 Types of Real Estate SEO Content That Make an Exceptional Blog]

2) No images

Not only do images make it easier for readers to digest information, they also help you rank higher. The same research by Brian Dean found out that pages with at least one image rank significantly higher than the ones with zero images:

real estate images

Source: Search Engine Ranking Factors Study 2016 by Brian Dean

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Interestingly, including more than one image doesn’t seem to have any positive impact on rankings. This means you can use a few visuals if it fits the context but more images isn’t a priority in itself.

One possible reason why visuals are a boost for SEO is they inspire people to stay on the page longer. More time spent on the site equals lower bounce rate which search engines trust to be an important factor signaling the high quality of your website.

While adding images to your content, remember to specify alt tags. It’s a good idea to include your focus keyword in the description.

[Related post: Real Estate Image Optimization 101: Lightning Fast Site & Stronger SEO)

3) No meta tags

Omitting on-page optimization is a serious real estate SEO mistake. Writing unique title and meta description tags won’t take longer than 2-3 minutes, yet you can find lots of real estate websites with default meta tags for every page.

In 2017, on-page signals are amongst the top local ranking factors. You would do yourself a lot of good is you optimize every new page when publishing it.

Here’s a good checklist you can follow:

On-page-SEO-checklist-for-real-estate-agents

[Related post: Get on the Map: 23 Ways to Ultimately Master Local Real Estate SEO]

4) No neighborhood pages

Real estate websites are all about the area agents serve. Your website can’t be truly informative and competitive if it doesn’t feature a bunch of neighborhood pages and guides.

A good neighborhood page lets you solve a few tasks at once:

  • make your website filled with essential local info and focused on relevant local keywords;
  • showcase your area and educate prospects;
  • help you generate more online leads.

Here’s a full post you can refer to: How to Write a Perfect Neighborhood Page in 5 Easy Steps

5) Poor grammar

While grammar and spelling aren’t one of the ranking factors, they are essential to a better user experience and your reputation as an industry expert. Even more importantly, poor grammar reduces your chances to be linked to, which can hurt your rankings (backlinks are the top ranking factor).

Google’s Matt Cutts shared his thoughts on what impact grammar and spelling can have on the SEO rankings.

[Related post: How to Write Compelling Listings That Evoke Trust]

6) No external links

You may already know that a good internal linking structure is essential for a great user experience and higher SEO positions. However, most of us are quick to link to our own content but forget about outbound links which is one of the bigger real estate SEO mistakes.

According to the experiment conducted by Reboot Online, outbound links in content do impact website’s rankings, although it’s hard to estimate the influence in concise numbers.

A good rule of thumb would be to refer to some great resources that could help your audience find even more info to answer their questions.

What’s next?

When publishing your next piece of content, take a few minutes to evaluate whether your SEO work will stand up to scrutiny. Avoid making real estate SEO mistakes listed above to see tangible effects from your digital marketing efforts faster.



SEMRush

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