A website is a necessity for real estate agents these days. Given that 58% of buyers evaluate agents based on their brokerage websites, there’s good reason to invest in your online property.

But it’s not enough to have a website. You have to optimize the website using best practices in order for buyers and sellers to find you online. There are lots of search engine optimization (SEO) mistakes that agents accidentally make, but the ones below have a big impact and they’re relatively easy to fix on your own.

Forgetting to Focus on Local Searches

A real estate agent is only licensed to sell in one state. Even then most agents only serve their metro or immediate area. That’s why forgetting to focus local SEO is a huge mistake. You want to rank for local searches not when people are looking for an agent halfway across the country.

In order to boost your local search ranking you’ll need to do three things.1.) Set up a Google My Business (GMB) listing if you haven’t already. 2.) Produce a lot of local content - articles, videos, etc. 3.) Put emphasis on local (geotargeted) keywords. An example of a geotargeted keyword would be “Austin, TX buyer agent”.

Another related mistake that the team at AceableAgent has identified is failing to promote certifications and higher education. It’s easy to earn certifications and expand your knowledge with online real estate education, but using designations and certifications is another keyword opportunity you don’t want to miss.

Reusing Content Instead of Creating Something Original

Reusing content from another website (a.k.a. plagiarism) is one of the quickest ways to get a site banned by search engines. Original content that’s good enough to share is what will increase your rankings.

One fantastic way to get an SEO bump is by adding searchable content to your listing pages. Much of the time when listing information is pulled from the MLS it’s rendered in a way that can’t be read by search bots. Adding additional information to the page will help search engines read and register the page.

But it’s important to understand that if you want to maintain your high ranking you must consistently create fresh content. Aim to make your website a local resource for residents and it will go a long way towards improving your ranking.

Not Optimizing Images

The only thing worse than not optimizing images is not using them at all. People search for homes with their eyes, which means house hunters are looking at a lot of images. Webpages with an image also rank higher in search.

Anyone who uses an image search will find pictures that have keywords added to the alt tag. The file name of an image is also important so use the same keywords when you name the image prior to uploading.

Having a Website That Isn’t Mobile-Friendly

At the end of 2016, Google announced they’d be moving to mobile-first indexing. That means Google uses mobile website versions over desktop versions when determining rank. Agents that either don’t have a mobile version of their website or the mobile site works poorly will suffer in search.

Not to mention 72% of buyers use mobile websites to search for homes. Focus on creating a good user experience on your mobile website and you should see an improvement in search. 

Guest post provided by our friends at AceableAgent