Over the last couple of years, real estate markets all around the world have seen their share of ups and downs which left the entire sector in a very uneven state.
If we take a look at Australia as an example of a developed country, we will see that the surging property prices combined with reduced borrowing capacities (approximately 25% less) all indicate that in the next period, the local property market will become very harsh and competitive.
Similar trends can be observed all around the globe.
In a situation like that, the best thing one real estate company can do is to optimise its most productive marketing channels and double down on the efforts that are generating revenue. Let us take a look then at a couple of tips that will help you raise your SEO game to a whole new level.
Perform a professional SEO audit
First and foremost we would like to point out that if you want to make any tangible improvements to your website and SEO strategies you need to have very clear and measurable goals ahead of you.
And in order to find these goals that will guide your future efforts, it is highly recommended to first perform a very in-depth SEO audit that will easily uncover the weaknesses of your existing strategies and assets.
While this research can be performed even with your own resources, we still recommend that you look for third-party help to get a more unbiased look at your internal SEO infrastructure and processes.
Publish useful and free content
This is a great way to augment the more SEO-focused content strategies and drive even more organic traffic to your website. When it comes to the real estate market people like to know more about its nuances so they will search for the topics like what to look for in an investment property and similar.
Offering them an opportunity to learn more about such things will not only produce a greater number of long-term conversions but also prove to be extremely useful when it comes to brand building.
Transforming your company from a simple online listing to a valuable source of knowledge will drastically improve your authority.
Leverage the power of Google My Business
In recent years, Google My Business has gone a long way from a simple online registry showing your company on the local map upon entering relevant keywords to a very powerful asset that, if used properly can have a very positive effect on your SEO game.
If you want to properly leverage these resources, you will need to use a professional local rank checker to identify room for improvement and check all the necessary GMB boxes. But, when your profile is properly set up, using local keywords in the company description and helping Google to identify your entity easier can only help your SERP ratings.
Make your website accessible and easy to navigate
The process of search engine optimisation is mostly focused on content and keyword strategies. But, the long list of Google’s ranking factors includes more than enough entries that are directly affected by your website’s technical aspects.
That is why you should put all of your technical resources into making your website faster, easier to navigate, and free of any quirks that could potentially damage the overall user experience.
If you want to push these efforts even further, you should use alt-image text, add skip navigation features, clearly name buttons, and use appropriate tags and descriptions.
Image by Satheesh Sankaran from Pixabay
Optimise the website content for mobile access
The domination of mobile devices in the present-day internet constellation is hardly fresh news. But, as of March 2021, Google has started enforcing its mobile-first indexing policy which makes mobile optimization not so much a novelty as much as an absolute requirement. What you can do to make your website mobile-friendly. Well, you can start with:
- Leverage responsive design
- Cut down the loading speeds
- Use mobile-friendly typography
- Optimise the homepage and navigation
- Use scalable visual elements
We would also like to point out that mobile optimization shouldn’t be implemented only in technical terms. The content that is going to be consumed on the go needs to be digestible, broken down into smaller chunks, visually rich, and easy to navigate.
Enhance website performance by optimizing content with multilingual SEO strategies. By tailoring content to resonate with various language-speaking audiences, companies can significantly enhance their visibility and accessibility on search engines.
Put yourself into users’ shoes
Last but not least, we would like to point out that, aside from the topics we have covered above, Google has also started putting quite a heavy focus on the user’s intent and rewarding the sites that are capable of meeting these criteria.
Therefore, the users’ expectations and their original intent should inform all the components of your SEO strategy ranging from website design to the types of content and the keywords you are going to use.
Speaking strictly in technical SEO-related terms, you can start the overhaul with the navigation bar, establishing content clusters, and using a website-wide search bar.
We hope these couple of suggestions gave you a better idea about small strategies you can use to make your website more SEO-friendly and ready to keep the aggressive competitors at bay.
As we mentioned in the introduction, the global real estate market is heading into a very tumultuous and uncertain period. In a situation like that the best way to keep your company afloat is to make sure your message is heard by as many people as possible. Optimising your SEO arsenal does seem like a good place to start.
