SEO Guide
SEO for Real Estate Agents - The best tips for more visibility
- Autor: Andreas
- Last Update: 2025-02-09
- Reading time: 5 mins.
Every day, Google users search for keywords such as “real estate agent Sydney,” “broker rental apartment Miami,” or “sell house Seattle.” In our practical guide, you will learn how to structure and optimize your Google Business Profile and your website for such search terms as a real estate agent. This way, search engine optimization can become an essential part of your marketing mix and attract new clients to your real estate office.
1. Keyword research: Find the right keywords for your website
Keyword research is always the first step in search engine optimization. The key questions here are: For which keywords should your website be found, and which keywords can bring in new clients?
For real estate agents, the most relevant keywords typically consist of “real estate agent + city.” However, words like “buy,” “sell,” “rent,” “apartment,” or “house” can also be part of relevant keywords, such as “buy apartment Dortmund.”
In general: The more services you offer as a real estate agent and the more locations your agency covers, the more search terms will be relevant for your website.
1.1 Further examples of monthly search queries in the real estate sector
Here you can find some examples of the number of monthly searches on Google in the real estate sector.
Keyword
Search volume per month
real estate agent in miami
apartment rental in new york
estate sales houston
london property value
house to buy in liverpool
rental houses in nairobi
Frankfurt 4 Zimmer Wohnung
1.2 Which tools can you use for keyword research?
Most keyword research tools are paid. You can use the SE Ranking keyword generator three times a day for free and without registering.
If you request support from us with your search engine optimization, we also use other professional SEO tools for keyword research.
*Affiliate Link | By clicking on the affiliate link and making a paid booking, you support this portal so that it remains free.
Advertisement
This Ad contains an affiliate link. If you purchase through this link, I earn a commission at no extra cost to you.
2. The Google business profile for real estate agents
In order to get a keyword like real estate agent Houston into the top 3 below the map on Google (the so-called local pack), you need your own Google business profile (formerly Google My Business). This can be optimized to a certain extent for important search terms. Below we will show you what options are available to you here.
2.1 Keywords in the office name
Für real estate agents, it is highly beneficial if relevant keywords such as “real estate agent” or the location appear in the company name in the Google Business Profile entry. Many real estate offices deliberately add these key terms to improve their Local Pack ranking, even if it deviates from the official company name.
However, it is important to note that an incorrect company name violates Google’s guidelines. Google may suspend the listing, requiring the business to correct its name and hope that Google reactivates the business profile. Therefore, real estate agents should carefully consider whether to add keywords to their company name.
2.2 Review texts with relevant keywords
Sometimes, the Local Pack also displays excerpts from individual reviews below the map if the keywords appear in the review text. While we do not recommend writing or purchasing reviews yourself, it is definitely beneficial to ask satisfied customers for reviews.
The more reviews you have, the more likely it is that important keywords such as “real estate agent” or “real estate office” will appear in them.
Additionally, the number of reviews and the overall rating will likely play an important role in the ranking of your Google Business Profile.
2.3 Other factors
In addition, there are several other factors that likely play a role in the ranking of your business profile, including:
- Business category
- Geographical proximity (cannot be influenced)
- Consistency of NAP data (Name, Address, Phone) across social media, directories, etc.
- Business opening hours
- Completeness of other data in the Google Business Profile
- Text content from questions and answers
3. Your own website: Homepage, additional SEO landing pages and content
Of course, a real estate agent’s own website also offers great potential for search engine optimization. Its primary purpose is to ensure that your services appear in organic search results (standard search results) on Google & Co.
The key here is to structure your website optimally for various search terms and create relevant content accordingly.
3.1 Home page of your broker website
The homepage can always be optimized for specific keywords.
- The homepage is usually optimized for the main service and related keywords. For example, search terms like “real estate agent Hamburg” or “real estate office Recklinghausen” are often a good fit.
- If you specialize in a specific area, such as home sales, it may sometimes make sense to optimize the homepage for a keyword like “home sale Hamburg.”
3.2 Additional SEO landing pages for services such as “real estate valuation”
It is very important to understand that it is almost always beneficial to create a separate subpage or SEO landing page for each key service.
Key principles:
- A landing page can rank for various keywords that are thematically very similar. For example, the same landing page can rank well for “real estate valuation Dortmund” or “real estate appraisal Dortmund.”
- For each additional city or new service, it is best to create a separate SEO landing page. You should never list all services on a single page like “Our Services.”
- Each blog article is essentially an SEO landing page that can rank for relevant keywords on Google.
- The content of the landing pages should be aligned with their target keywords (see point 4).
- The landing pages should be optimized as much as possible for On-Page SEO (see point 5).
3.3 Blog with real estate topics
Even though maintaining a blog requires a lot of effort, it offers numerous advantages for search engine optimization.
As a real estate agent, you can use it to establish yourself as an expert for both users and search engines.
According to ChatGPT, the following topics could be interesting for a real estate blog:
- Tips for a successful home sale: Provide practical advice on how sellers can present and sell their properties optimally.
- The importance of home staging: Explain how home staging affects the sales process and how sellers can use it to their advantage.
- Financing options for homebuyers: Inform potential buyers about different financing options and how to find the best loan for their needs.
- How to choose the perfect real estate agent: Offer tips and checklists to help buyers and sellers select the best agent for their needs.
- Real estate market trends in the region: Analyze local market trends to give buyers and sellers insights into the current real estate market situation.
- Case studies of successful real estate transactions: Share success stories from your real estate practice to inspire potential clients and build trust.
- Moving checklist: Provide a comprehensive moving checklist to help buyers and sellers ensure a smooth transition.
- Eco-friendly real estate practices: Highlight the importance of sustainable real estate practices and how they can increase a property’s value.
- Common mistakes in buying and selling real estate: Warn against common pitfalls and offer advice on how to avoid them.
- The role of technology in the real estate market: Discuss the latest technological developments in the real estate industry and how they impact the buying and selling process.
- Tips for finding the perfect home: Advise buyers on how to effectively search for their dream home.
- Legal aspects of buying property: Explain legal considerations and provide an overview of important legal steps in the property purchasing process.
- Neighborhood profiles: Create informative profiles of different neighborhoods to help potential buyers choose the right location.
- DIY improvements to increase property value: Share ideas for budget-friendly DIY improvements that can boost a property’s value.
- Current real estate laws and regulations: Keep your readers informed about new laws and regulations that could impact the real estate market.
3.4 The appropriate content for the homepage or the service pages
Content is king. This is particularly true for search engine optimization. The focus of your own content strategy should always be on the keywords of a page and the user’s search intention for the respective keyword. The specific question is: “What information do users want to have when they search for a keyword like “real estate agent Hamburg or “sell a house in Dortmund?”
Content elements or sections on the SEO landing page could, for example, include information about the respective service, about you as a real estate agent, customer reviewers, FAQ on the topic of the page, etc.
Were SEO landing pages with good content enough for top results?
If you have created your own SEO landing pages for your real estate services and created the appropriate content, that is often enough to get you to page 1 on Google. Of course, this depends very much on the competition at the respective location.
4. Real estate agent website: Further on-page measures
(Example: Add meta tags in WorPress via the RankMath plugin)
After the individual SEO landing pages have been created for each service, for example, you should carry out on-page optimization for each SEO-relevant page (home page, service page, blog article). This includes in particular:
- Meta Tags: For every SEO-relevant page (homepage, service page, blog, etc.), you should customize the meta title and meta description individually.
- Structured Data: These can help enhance your Google snippet (e.g., with star ratings).
- Headings: Headings can be optimized on every SEO-relevant page.
- Images: We optimize at least one image per SEO-relevant page for search engines. Additionally, you should always pay attention to image file size (see also the “Technical SEO” section).
- Internal Linking: Internal links can also improve the rankings of individual pages. Important pages should therefore be optimally linked internally.
5. Real estate agent website: technical SEO measures
(Screenshot Googpe Pagespeed Insights)
Technical SEO measures can quickly overwhelm you, especially if you are not a programmer. Overall, you can also do a lot yourself when it comes to technical SEO for a new website.
- Hosting: Choose the right hosting provider or a package that ensures good page speed.
- Images: Minimize the images of yourself as a real estate agent, your employees, and your office as much as possible.
- SSL: Request an SSL certificate directly from your hosting provider. It is often available for free and secures data transmission on your website.
- Mobile: Ensure that your website is optimally displayed on mobile devices such as smartphones. Many clients and customers now gather information via their smartphones.
- Indexing: Your website must, of course, be indexed by Google to rank well. If there are any issues, you can request indexing via Google Search Console.Or feel free to contact us if this does not work either.
- Google Search Console: The Google Search Console is a free tool from Google that offers many advantages for your search engine optimization. As mentioned earlier, it can help with indexing, but it also provides insights into click rates, security, and much more. You should definitely register your website here.
6. OffPage SEO for real estate agents
(Screenshot Website Authority Checker von ahrefs)
Just like with SEO for accountants or SEO for lawyers, off-page optimization plays an important role for real estate agents. This includes all measures that do not take place on your own website but can improve your rankings. These measures may include:
- Backlinks for Real Estate Agents: It is crucial to obtain as many backlinks as possible from reputable websites, especially from topic-relevant sites that focus on real estate aspects. Backlinks from such sources can strengthen your website’s authority and positively influence your Google ranking.
- E-E-A-T for Real Estate Agents: E-E-A-T stands for Experience, Expertise, Authority, and Trust. This concept plays a key role in determining which publishers or authors are considered trustworthy by Google. In the context of real estate consulting, you can position your website more effectively by establishing yourself as an expert in your field online. This can be achieved through guest posts, mentions on industry magazine websites, and similar measures.
- Social Media: Although social media does not directly impact Google rankings, according to experts, it can still help position you as a real estate expert. By being active on social networks, you can share your expertise, increase brand awareness for your real estate agency, and attract potential clients. Social media can also be used to generate backlinks, indirectly improving your website’s visibility.
7. Conclusion
Search engine optimization offers real estate professionals great opportunities to attract new customers and draw attention to their own services.
The basis for success for SEO is the optimization of your own website and your own company profile.
In principle, it is also worthwhile to carry out permanent SEO measures for your own website.
8. Frequently asked questions about SEO for real estate agents
Is it beneficial to have an important keyword in the domain name?
Yes, in our experience, it can be an advantage to have a domain like *immobilienmakler-xy-dortmund.de*.
However, it is **also possible to achieve very good results** on Google without important keywords in the domain name.
How long does SEO take for real estate agents?
From our perspective, **domain age is a key factor** (along with other aspects).
If your website has been around for several years, SEO success often comes much faster than with brand-new websites. For new sites, it usually takes 3-6 months to achieve the first good results.
The strength of competing websites also plays an important role.
How much does SEO cost for real estate agents?
It is difficult to make a general statement here. For example, **the following factors influence the costs**:
- How many pages need to be optimized for search engines?
- How many locations does your real estate agency have?
- How much content and how many texts are created by you or your employees?
- Is only on-page optimization being carried out initially, or should backlink building also be included?
- What technical SEO measures are necessary?
- We optimize individual pages of your website on-page for €350-500 plus VAT.
- Many SEO providers offer monthly packages starting from €1,000 net and up.
From an SEO perspective, should you book a paid entry in business directories and specialist portals as a real estate agency?
From an SEO perspective, booking a paid entry only makes sense if the corresponding pages themselves rank very well for important keywords.
Here you have to check on a case-by-case basis which trade directories achieve good results.
Hi, I'm Andreas. Since 2015, I have been working independently in the area of search engine optimization with my company SEOHIT for my customers in Germany, Austria and Switzerland. I have now optimized over 200 websites for search engines, from local service providers to online shops.
Since I also really enjoy imparting knowledge, I also founded the german version of the platform yourseocourse.com in 2022 and the english version in 2025. Here, in my SEO online course, I will show you how you can systematically and effectively optimize your website for search engines yourself.
Andreas SchudeyYour SEO Course Since I also really enjoy imparting knowledge, I also founded the german version of the platform yourseocourse.com in 2022 and the english version in 2025. Here, in my SEO online course, I will show you how you can systematically and effectively optimize your website for search engines yourself.
Did you like our article? You can rate it here.
Also interesting:
