Real Estate SEO Basics: Focus On People-First, Helpful Content

Real Estate SEO Basics: Focus On People-first, Helpful Content
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SEO, or Search Engine Optimization, is the process of optimizing your website and its content to improve its visibility and ranking on search engines like Google.

Now, you may be wondering, “Why does this matter to me as a real estate agent?” Well, the answer is simple. The real estate industry is highly competitive, and having a strong online presence is crucial for your success. With more and more people searching for properties and real estate agents online, having a well-optimized website and content is essential to ensure that potential clients can find you.

In this article, we’ll be discussing the importance of creating people-first content for real estate SEO. We’ll dive into what it means to prioritize people over search engines, how to understand your target audience and the best practices for optimizing your content for SEO.

What is People-First, Helpful Content?

People-first content is all about creating content that prioritizes the needs and interests of your target audience over search engines. It’s about producing high-quality content that provides value to your readers and establishes you as an expert in your field.

Importance in Real Estate SEO

By creating people-first, helpful content, you can improve your website’s visibility and attract more qualified leads. This is because search engines prioritize content that is relevant and useful to the user, so if you can provide that, you’ll see better results. Additionally, people-first, helpful content can help you build trust and credibility with your audience, which is essential in the real estate industry.

Examples of People-First, Helpful Content in Real Estate

People-first content can come in many forms, including blog posts, videos, social media posts, and more. For example, you could create a blog post that offers tips on buying a home or a video that showcases a virtual tour of a property. These types of content provide value to your audience and can help establish you as an authority in the industry.

People-First, Helpful Content Examples in Real Estate:

  1. First-time Homebuyer’s Guide: A comprehensive guide that covers everything a first-time homebuyer needs to know, from getting pre-approved for a mortgage to closing on their dream home.
  2. Neighborhood Guide: An in-depth guide that provides insights into different neighborhoods, including the average home price, crime rates, schools, and amenities.
  3. Home Improvement Tips: A series of blog posts that provide helpful tips on how to improve a home’s value and appeal, from simple DIY projects to major renovations.
  4. Market Reports: Monthly or quarterly reports that provide insights into the local real estate market, including trends, home prices, and inventory levels.
  5. Virtual Tours: High-quality virtual tours of different properties that give potential buyers a realistic sense of the property’s layout, size, and features.
  6. Mortgage Calculator: A helpful tool that allows potential homebuyers to calculate their monthly mortgage payments based on the home’s price, interest rate, and other factors.
  7. Rent vs. Buy Guide: A guide that helps renters determine if it makes more sense to continue renting or to buy a home, based on their current financial situation and local market conditions.
  8. Real Estate Glossary: A comprehensive glossary that defines common real estate terms and phrases, helping potential buyers and sellers navigate the often confusing world of real estate.
  9. Testimonials: Real stories and testimonials from satisfied clients, showcasing your expertise and dedication to providing excellent service.
  10. Moving Checklist: A checklist that provides helpful tips and reminders for every step of the moving process, from packing to settling into a new home.

Understanding the Target Audience

Your target audience is the group of people you want to attract to your website and ultimately convert into clients. For real estate agents, this could be anyone who is interested in buying or selling a property. It’s important to identify your target audience so you can tailor your content to their needs and interests.

What do they search for?

Once you’ve identified your target audience, you need to understand what they’re searching for. This can be done through keyword research, which involves identifying the keywords and phrases your audience uses to search for real estate-related topics. By understanding their search habits, you can create content that addresses their specific needs and interests.

Another useful tip is to regularly check the search queries in your Google Search Console. It allows you can gain valuable insights into the specific search terms that people are using to find your content.

What kind of content do they prefer?

Finally, it’s important to consider what kind of content your target audience prefers. For example, do they prefer written content, videos, or social media posts? By understanding their preferences, you can create content that resonates with them and increases the likelihood of engagement and conversion.

Keyword Research for Real Estate Agents

Choosing the right keywords is essential for improving your website’s visibility and attracting qualified leads. When selecting keywords, think about what your audience is searching for and what terms they might use. Consider using long-tail keywords, which are more specific and have less competition. For example, instead of using the keyword “real estate” consider using “3 bedroom homes for sale in [your location].”

Long Tail Keyword Examples for Real Estate Agents focused on Local SEO:

  1. “Homes for sale in [city name] under $500k”
  2. “Top-rated real estate agents in [neighborhood name]”
  3. “Newly-built condos in [city name] for first-time buyers”
  4. “Luxury homes with ocean views in [city name] for sale”
  5. “Affordable apartments near [university name] for students”
  6. “Historic homes in [city name] with modern amenities”
  7. “Real estate investment opportunities in [city name] downtown area”
  8. “Pet-friendly rentals in [neighborhood name] with outdoor space”
  9. “Homes with large backyards in [city name] for families”
  10. “Townhouses in [city name] with easy access to public transportation”

Keyword Tools for Real Estate Agents

There are several keyword tools available that can help you with your research. Google Keyword Planner, for example, allows you to see the search volume and competition for various keywords. Another useful tool is SEMrush, which provides insights into your competitors’ keywords and traffic. Using these tools can help you identify the best keywords for your content.

How to Use Keywords in Content

Once you’ve identified your keywords, it’s important to use them strategically in your content. However, avoid overusing them or “keyword stuffing,” which can actually harm your SEO. Instead, use your keywords naturally in your titles, headings, and throughout your content. Be sure to also include related terms and phrases, as this can improve your website’s relevance and authority in the eyes of search engines.

Creating People-First Content for Real Estate SEO

Creating quality content is essential for attracting and engaging your target audience. Not only does it help improve your website’s visibility, but it also positions you as an authority in your field. Quality content provides value to your audience and can help build trust, which is crucial for converting leads into clients.

How to Create Engaging Content

To create engaging content, it’s important to understand your audience’s needs and interests. Focus on topics that are relevant to them and provide helpful information. Use a conversational tone and avoid using too much jargon or technical language. Use visuals such as images, videos, or infographics to break up your content and make it more visually appealing.

Types of Content for Real Estate Agents

There are several types of content that real estate agents can use to attract and engage their target audience. Blog posts are a great way to provide helpful information about the buying or selling process. Videos can showcase properties and provide virtual tours. Infographics can provide helpful statistics and information in a visually appealing way. Social media posts can help build your brand and engage with your audience. By using a variety of content types, you can reach a wider audience and provide value in different ways.

Optimizing Your Content for SEO

On-Page Optimization

On-page optimization involves optimizing individual web pages to improve their visibility and rank higher in search engine results pages (SERPs). This includes optimizing titles, headings, and meta descriptions with relevant keywords. It also involves using internal linking to guide visitors to other relevant pages on your website.

Off-Page Optimization

Off-page optimization refers to actions taken outside of your website to improve its visibility and rank higher in SERPs. This includes link building, which involves getting other websites to link to your website. The more high-quality links you have pointing to your website, the more authority it has in the eyes of search engines.

Technical SEO

Technical SEO involves optimizing the technical aspects of your website to improve its visibility and rank higher in SERPs. This includes improving page speed, ensuring your website is mobile-friendly and optimizing your website’s structure and navigation. Technical SEO also involves optimizing images with alt tags, ensuring your website is secure with HTTPS and using schema markup to provide additional information to search engines.


We started by defining people-first, helpful content and its significance in the real estate industry. We then discussed how to understand your target audience and choose the right keywords to optimize your content. We also provided examples of people-first, helpful content, including first-time homebuyer guides, neighborhood guides, and virtual tours.

Additionally, we covered the importance of quality content and how to create engaging content for real estate SEO. We also talked about on-page and off-page optimization, as well as technical SEO, and how they can help improve your website’s visibility in search engine results.

Overall, creating people-first, helpful content can help real estate agents stand out in a competitive market, establish themselves as experts, and ultimately drive more traffic and leads to their website. By focusing on the needs and interests of their target audience, real estate agents can create content that resonates with potential clients and helps them achieve their goals.

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