How to Optimize Your Real Estate Website for Local SEO

If you’re reading this, chances are you’ve got a website that’s dying to show up on page one of Google when someone searches “best realtor in [your city].” Spoiler alert: it’s not going to happen by magic—or by crossing your fingers every time you post a new listing. Local SEO is your golden ticket to getting found by clients in your area, and I’m here to walk you through it step-by-step. As someone who’s seen the digital landscape evolve (and trust me, I’ve got opinions on what works), I’m excited to share some tried-and-true tips to optimize your real estate website for local search rankings. Let’s dive in!

Step 1: Claim and Perfect Your Google My Business Profile

If you haven’t claimed your Google My Business (GMB) listing yet, stop reading right now and go do it. Seriously—it’s free, it’s easy, and it’s the backbone of local SEO. This little gem puts your real estate business on Google Maps and in those coveted local search results. Once it’s yours, don’t just slap up your name and call it a day. Fill out every detail: your office address, phone number, website, hours, and even a killer description that screams “I’m the realtor you’ve been dreaming of!” Add some high-quality photos—your smiling face, your office, or a happy client at a closing. Pro tip: keep it updated. Google loves fresh info, and so do your potential clients.

Step 2: Get Obsessed with Local Keywords

Here’s where I get a little opinionated: generic keywords like “real estate agent” are a waste of your time unless you’ve got a million-dollar ad budget. Instead, think like your clients. They’re searching “realtor in [city]” or “homes for sale near [neighborhood].” Do some digging—tools like Google Keyword Planner or even just typing into Google and watching the autocomplete suggestions can show you what’s hot in your area. Sprinkle those local keywords naturally into your site’s content: your homepage, service pages, and yes, your blog (like this one!). For example, if you’re in Austin, a page titled “Top Neighborhoods to Buy in Austin” could work wonders.

Step 3: Create Location-Specific Content

Speaking of blogs, let’s talk content. I’m a big believer that real estate websites shouldn’t just be a digital business card—they should be a resource. Write blog posts or create pages that scream local expertise. Think “The Best Coffee Shops in [Your City] for House Hunters” or “What to Know Before Moving to [Neighborhood].” This isn’t just fluff—it builds trust with your audience and tells Google you’re the go-to person in your market. Bonus points if you weave in those local keywords we just talked about.

Step 4: Optimize Your Website’s On-Page Basics

Okay, let’s get technical for a sec—but don’t worry, I’ll keep it simple. Your website needs to tell search engines, “Hey, I’m a real estate pro in [your city]!” Make sure your title tags, meta descriptions, and headers (like H1s and H2s) include your location and services. For example, a title tag like “Zaltsman Media | Real Estate Websites in [City]” is short, sweet, and SEO-friendly. Also, double-check that your site loads fast and looks great on mobile—Google’s a stickler for that stuff, and honestly, so are your clients.

Step 5: Build Local Backlinks (aka Make Digital Friends)

Here’s a hot take: backlinks are still a big deal in 2025, especially local ones. Reach out to local businesses, bloggers, or even charities you’ve worked with and ask if they’d link to your site. Maybe you sponsor a community event and get a shoutout on their website, or you guest post on a local lifestyle blog. It’s like networking, but digital—and it tells Google your site’s legit in your area. Don’t overthink it; a few quality links beat a dozen spammy ones any day.

Step 6: Encourage Reviews (and Show Them Off)

People trust reviews almost as much as personal recommendations—crazy, right? After every closing, kindly ask your clients to drop a review on your Google My Business profile. A simple “Hey, I’d love to hear about your experience!” can go a long way. Respond to every review—yes, even the not-so-great ones—with gratitude and professionalism. Then, pop those glowing testimonials onto your website. It’s social proof that boosts your credibility and gives Google more reasons to rank you higher.

Step 7: Track and Tweak

Here’s my final nugget of wisdom: SEO isn’t a “set it and forget it” deal. Use tools like Google Analytics or Search Console to see how people are finding you. Are your local keywords bringing in traffic? Is your GMB profile getting clicks? If something’s not working, tweak it. Maybe you need more blog posts or a snappier meta description. Stay curious and keep experimenting—it’s how you’ll stay ahead of the game.