What is Local Search?

Local search refers to optimizing your online presence to rank higher when people in your geographical area are searching for real estate services. It’s a way of ensuring that when someone searches for “Real estate agents near me” or “Homes for sale in [your city],” your name appears in those top results—on both Google Search and Google Maps.

Effective local search involves a combination of on-page SEO, Google Business Profile optimization, map listings, and building citations on local directories. Let’s break it down.

The Building Blocks of a Strong Local Search Presence

1. On-Page SEO: Targeting Local Keywords

On-page SEO refers to optimizing your website content to make it more visible to search engines. For local search, this means focusing heavily on location-based keywords that reflect your target area.

• Location-Specific Keywords: Incorporate keywords like “Tampa real estate agent,” “homes for sale in Wesley Chapel,” or “buying a home in [neighborhood]” into your page titles, meta descriptions, headers, and throughout your content.
• Service Pages: Create dedicated pages for the neighborhoods and cities you serve, highlighting key features of each location. A page titled “Homes for Sale in New Tampa” will not only help with search engine rankings but also provide valuable information to potential clients looking in that area.

2024 Update: Google's Local Services Ads and local search algorithms are becoming more sophisticated. Use structured data (Schema Markup) to highlight your NAP (name, address, phone number) and services on relevant pages.

2. Google Maps Optimization

Google Maps is a vital tool for real estate agents, and your Google Business Profile (GBP) plays a major role in determining how high you rank in map-based searches. Agents who optimize their Google Business Profile (covered in Step 1) will have a stronger chance of appearing in the Google Local Pack—the top 3 listings that show up in Google Maps searches.

FOCUS ON:

• Accurate Business Information: Ensure your name, address, phone number (NAP) is correct.
• Service Area: Add specific neighborhoods or cities where you do business.
• Photos and Reviews: Use high-quality images and encourage clients to leave reviews to improve engagement.

3. Local Citations

Citations are mentions of your business's NAP information across other websites, especially local directories. These mentions help Google validate that your business is legitimate and operates in the areas you claim.

Examples of citation sources for real estate agents:

• Yelp
• Realtor.com
• Zillow
• Angi (formerly Angie’s List)
• Local Chamber of Commerce websites

2024 Update: Ensure your citations are consistent across all platforms. Google rewards businesses with accurate, consistent NAP information across the web.

4. Hyperlocal Landing Pages

Creating Hyperlocal Landing Pages tailored to the neighborhoods and communities you serve is one of the most effective ways to dominate local search. Each page should:

• Focus on a specific neighborhood, city, or community.
• Include detailed information about the real estate market, local amenities, schools, and more.
• Use local keywords to boost search rankings (e.g., “Best homes for sale in South Tampa”).

For example, a page dedicated to “Luxury Homes for Sale in South Tampa” will rank higher for that search query than a generic page about Tampa real estate.

SEO Boost: Add Google Maps embeds for specific neighborhoods or areas you service. This not only improves user experience but also enhances your local SEO ranking.

5. Review Management and Response

Reviews play an enormous role in local search visibility. They also influence consumer trust. Google’s local ranking algorithm considers review volume, review quality, and the speed at which reviews are generated. Make it a priority to request reviews from clients after each successful transaction.

Responding to Reviews: Google also considers how businesses respond to reviews. Responding to both positive and negative reviews shows engagement and may boost your local ranking.

Pro Tip: Use location-specific language in your responses, e.g., “We’re thrilled to have helped you find your dream home in Wesley Chapel.”

6. Social Proof and Backlinks

Backlinks from reputable, locally relevant websites can help build your local search authority. Consider partnering with:

• Local news websites
• Real estate blogs
• Community websites

For example, securing a mention in a local real estate round-up article or sponsoring a community event that earns a backlink can signal to Google that you’re an authority in the local real estate market.

Conclusion: 

Mastering Local Search for Real Estate Agents in 2024

Local search optimization is a critical component of your real estate marketing strategy. By focusing on local SEO, you’ll position yourself to rank higher in Google searches, show up in map results, and ultimately grow your client base. Local search is a dynamic, evolving space, but following these steps will ensure that your business is well-positioned to stay ahead of the competition.

This is Step 2 in our 9-Step Agent Marketing System, designed to help real estate agents dominate their local market. Stay tuned for Step 3, where we’ll dive deeper into Hyperlocal Landing Pages and their role in boosting your local presence.

Original article on DavidJamison.com: Local Search for Real Estate Agents.