The distinction in between a property site that quietly exists and one that consistently attracts ready-to-move buyers and sellers often comes down to disciplined, repeatable SEO audits. Not the checkbox kind, however the kind that captures a dripping lead form on a high-intent page, the replicate listing that's cannibalizing traffic, the over-built area page that loads in 4 seconds on mobile. At Jlenney Marketing, LLC, we have actually run audits for solo agents, store brokerages, and multi-market teams. The patterns recognize, however the repairs are rarely similar. This walkthrough is the structure we utilize, with examples drawn from work led by Jeff Lenney and our group, adapted particularly for SEO for Real Estate Agents who want dependable lead flow.
What we're trying to achieve
An SEO audit for a property site isn't academic. It aims to increase qualified natural traffic and decrease friction to conversion. The result we want from each audit cycle is simple: more appraisal demands, more trip bookings, more e-mails and calls from customers who actually live in your target location. Every diagnostic choice streams from that.
There are plenty of SEO lists developed for generic blog sites or ecommerce. A property website acts in a different way. You have MLS feeds and noting expiration cycles, seasonal interest, heavy local intent, and a split audience of buyers and sellers. The audit must respect those realities, or you end up enhancing for bots rather of people.
Start with business, then the site
Before touching a spider, we ask 3 questions. Initially, where do you make money today? Second, what location matters most in the next 6 to 12 months? Third, what does your customer acquisition pipeline look like? If your best commissions originate from downsizers in 2 postal code, your audit top priorities must tilt toward material and conversion for those postal code. If you're expanding into a luxury waterside segment, the competitive set and search behavior will alter, therefore need to the audit scope.
We likewise map seasonality. In numerous U.S. markets, search interest for "homes for sale in [city] peaks late spring through summer season, while "sell my house quick [city] spikes at different times based on inventory pressures and rates. That matters when we suggest content updates and link outreach windows.
Crawl the website the ideal way
A good crawl is the backbone of any audit. It surfaces everything robots and human beings can strike, and it reveals the unexpected ghosts: parameter URLs, soft 404s, duplicate noting pages generated by feed quirks.
We crawl desktop and mobile user representatives, then we section by design template type: web page, location pages, area pages, noting pages, post, lead magnets, and energy pages like "about" or "contact." Breaking it down by template exposes systemic concerns. If every community page shares the exact same thin boilerplate with only the H1 swapped, you won't fix that one-by-one. You'll repair the template.
We likewise crawl with JavaScript rendering when the website depends on client-side MLS combinations. Client-side rendering that defers essential listing material can leave Google with a stunted variation of the page. If render-blocking scripts postpone core elements, we note it for development fixes.
Indexation and canonical truth
Real estate platforms frequently produce more URLs than you mean. Every filter produces a new parameterized URL. Print versions, feed replicates, even the very same listing at several course areas. Our rule: every indexable page needs to represent a special, important intent.
We look for three red flags. First, pages in the index that should not be there: tag archives, calendar archives, search results page pages, test pages. Second, canonical tags that conflict with sitemaps or internal links. Third, alternate variations of listings that both index, which divides equity and puzzles Google about which page is the source of truth. If a listing retires, we prefer a 410 or a clean 301 to an appropriate category or neighborhood page, not a loop back to website search.
Your XML sitemaps need to be lean. One for core site material and one for active listings works well, with image information included for residential or commercial property photos. Prune non-active or ended listings without delay so Google spends its crawl spending plan on cash pages.
Technical health that buyers in fact feel
Technical SEO is easier to sell with a speed score, however what matters is experiential friction. We test Core Web Vitals, of course, however we validate the findings with a simple field test: the number of seconds till a mobile user sees the primary listing image and the address? For how long up until the lead kind is functional? If you operate on a popular property style, chances are the package is heavy. Cut unused scripts. Lazy-load media intelligently. Preload the first listing image. Use next-gen formats for images, and compress aggressively without smearing detail-- agents undervalue how much time raw picture weight includes at cellular speeds.
Schema markup is another location where small modifications yield intensifying gains. At minimum, execute Organization, LocalBusiness, Site, and BreadcrumbList. For listings, utilize Item or RealEstateAgent schema thoroughly to explain representative or group pages, and utilize structured information to clarify crucial qualities like address, geo coordinates, and price ranges on neighborhood pages. We avoid overfitting schema to a live listing that expires. For neighborhood pages, structured information that anchors the location and service offering tends to age well and supports regional pack visibility.
Local signals and the map pack
For property, regional exposure is the front door. Your Google Service Profile (GBP) need to show truth, and it should match your site. If you have several offices, each should have its own landing page with consistent NAP and a map embedded. The classification choice ought to be deliberate: Realty Company for brokerages, Property Agent for individual profiles. We've seen measurable gains from tightening up the service location list to reflect where you actually close offers, instead of a broad radius that waters down relevance.
Citations still matter, however they're not a volume game anymore. We develop and remedy citations on a curated set of trusted platforms, then keep them constant. That includes MLS profiles, Realtor.com, Zillow profiles that link out, local chamber of commerce pages, and specific niche directory sites for your area. Local links from neighborhood watch, charity sponsorships, and school district pages can outshine a dozen generic directories.
Reviews assist rankings, but they assist conversion even more. A dozen evaluates that mention specific neighborhoods and deal types frequently move the needle. We motivate agents to ask clients to call the location, the property type, and the result in their evaluation. It checks out naturally, and it strengthens topical and local relevance.
Content that mirrors how people search for homes and help
Most property sites suffer from sameness. Everyone has "Homes for Sale in [City]" Couple of have tidy material architecture that supports how buyers and sellers actually research study. We map material to three levels of intent.
For purchasers, location pages should exist at city, area, and micro-neighborhood levels where it makes sense, each with their own worth. A city page introduces the marketplace and links to neighborhood pages. Neighborhood pages provide context that in fact assists a purchaser choose: school catchments, commuting passages, rate bands, lot attributes, HOAs, walkability, local facilities. Include original photos that reveal the feel of the streets, not stock imagery. If inventory is thin, we use a "coming quickly" or "just listed" module that pulls from your CRM or IDX and reveals freshness.
For sellers, material should attend to questions tied to timing, prices, and preparation. Pages like "What your [City] home might cost now" or "Cost of selling an apartment in [Neighborhood] perform better than generic "Sell with us" pages. Program the mathematics: staging ranges, anticipated days on market by segment, typical concessions. If Jeff Lenney advises a customer to reprice a listing after 9 days based on traffic and saves, we share that reasoning in anonymized type. Purchasers and sellers trust process.
Blog posts are great, but evergreen guides move more service. A six-part resource that covers financing choices for move-up buyers in [City], or an annual "State of [Community] real estate" that consists of gratitude ranges and inventory cycles, tends to earn links in your area and substances over time.
On-page basics with real estate nuance
Title tags and H1s must reflect how individuals search, however not seem like keyword soup. "3-bedroom homes for sale in Lakeview, Chicago" works when the content delivers. We avoid stacking keywords like city, zip, and community all in one line unless the page genuinely targets them. Internal connecting is underused. Every brand-new listing, every new community page, should link to a small set of foundation pages: the city center, the appropriate market report, the assessment landing page.
We choose short, tidy URLs./ chicago/lakeview/homes/ checks out better than/ search?city=chicago&& location=lakeview & type = single-family. If you must utilize parameterized URLs for filters, keep the indexable set small and specify which parameters are crawlable in robots.txt and Browse Console. Usage canonical tags to point variations back to the main page.
Text on listing pages is tricky because MLS descriptions repeat across numerous websites. Where possible, add your own brief notes above the MLS block. 2 to 3 sentences about who this home fits, what is unique about the layout, and what the images don't reveal-- that small addition helps uniqueness and conversion.
Conversion paths that match intent
You don't require a lots CTAs. You need the right ones. On buyer-facing pages, the best-performing CTAs in our tests are: schedule a trip, ask a concern about this property, and get signals for comparable homes. On seller-facing pages, "get your home's value" still works when the experience is fast and truthful, but matching it with "what would you net if you offered?" typically enhances submissions. We build calculators that account for typical costs in your market. People appreciate genuine numbers even if they're estimates.
Form friction eliminates leads. Cut fields to basics. If you ask spending plan on a trip demand, describe why. An easy line like "We use your range to recommend much better matches" improves completion. Guarantee types work on every device, and check them on a throttled mobile connection. We have actually discovered broken types on high-traffic pages more than when throughout audits, which is painful however fixable.
Analytics you can trust
Data pureness matters. Establish GA4 with clear conversion meanings: appraisal sent, tour asked for, call clicks, and contact form sent. Track scroll depth and video plays on key pages to understand engagement, but do not drown in metrics you will not utilize. Set GA4 with Search Console to see query-level performance and protection issues.
Call tracking is necessary for representatives. We implement vibrant number insertion that maintains NAP consistency in structured information and top-of-page elements while switching numbers near CTAs. If you can't connect calls to pages and projects, you'll underinvest in the properties that quietly drive the most business.
Competitor reality check
In every market we audit, one or two competitors dominate for core city and area terms. When we profile them, we look previous Domain Authority. We take a look at content structure, internal linking, the age and freshness of their market pages, and their regional link footprint. If a rival wins on depth and internal links, you will not catch them with title tweaks. You'll win with much better area coverage, faster pages, more powerful local signals, and practical tools like saved search informs and net sheet calculators.
We likewise check brokerages and portals. You won't outrank Zillow for "homes for sale [city] in lots of markets, but you can catch significant long-tail and mid-tail demand: "cottages near [school]," "apartments with parking in [community]," "sell townhouse in [zip] without staging." That mix constructs reliable traffic without going after head terms you don't require to win.
The audit circulation we use at Jlenney Marketing, LLC
Here is a succinct series we follow on the majority of engagements, which you can adapt for your own site:
- Clarify business objectives, target locations, and seasonality, then benchmark conversions by page type. Crawl the site by design template on desktop and mobile, render JavaScript where required, and map indexation concerns with sitemaps and canonicals. Measure real-world speed and Core Web Vitals, cut weight on top templates, and execute vital schema and regional structured data. Review GBP, citations, and local links, then tighten service locations and landing page alignment. Audit content by intent: city, neighborhood, micro-neighborhood, seller resources, and priority blog guides, then repair internal linking and conversion points.
This list is the spine. The body remains in the details and the choices you make along the way.
IDX and listing feed pitfalls
MLS and IDX combinations present edge cases that hinder rankings if ignored. We often see duplicate listings presented at several URLs due to filter criteria, representative pages, and workplace pages. Specify a single canonical listing URL pattern and impose it in templates. Expired listings ought to resolve properly. If the home is offered, a 301 to a "offered in [area] page that shows similar properties can maintain equity while using a next step.
Images require unique care. Home photos drive engagement, however many feeds deliver oversized, unoptimized images. Automate compression and usage srcset so mobile users aren't required to fill desktop images. Keep detailed file names and alt text that reflect the residential or commercial property and location to aid image search traffic, which can be non-trivial for appealing homes.
E-E-A-T for agents without the fluff
Expertise, experience, authoritativeness, and trustworthiness noise abstract up until you use them. For representatives, E-E-A-T looks like genuine bios with licensure information, a performance history page that reveals closed deals by area and date, media discusses or contributions to regional publications, and transparent method on rates and marketing. Jeff Lenney highlights author bylines on substantive guides, in addition to a brief note about what the author knows about that location. If you produce a "Guide to Oakwood Hills," show why you understand Oakwood Hills. This assists rankings and conversion, due to the fact that individuals employ the individual behind the page.
Link acquisition that feels natural locally
Links still matter, but for property, regional importance beats raw count. Sponsor youth sports, community clean-ups, and regional occasions that consist of site acknowledgment. Deal quarterly market updates to HOA newsletters and link back to your neighborhood page. Partner with home loan brokers and planners on co-authored resources hosted on your website or theirs. We have repeatedly seen a handful of these links move neighborhood pages onto page one within a couple of months, even in competitive metros.
Avoid the trap of generic guest posts with weak relevance. They hardly ever move the needle, and they create threat. If you hang around on outreach, invest it within your community.
When to rebuild vs. refactor
Agents frequently ask if they must switch platforms when audits reveal messy code or slow performance. The sincere response depends on degree. If your website ratings poorly on vitals due to bloat you can't eliminate and your CMS locks you out of vital controls, a reconstruct might be reasonable. However regularly, a measured refactor yields fast wins. Change heavy sliders with a single hero image, cut Real Estate Marketing 3 or four non-essential plugins, preload key properties, and hone internal links. We've seen load times drop from 4 seconds to under 2 with these changes, which associates with more lead type completions.
Rebuilds run the risk of downtime, damaged URLs, and lost equity if not handled carefully. If you do restore, develop a redirect map for each indexable URL, test it in a staging environment, and keep your sitemap, robots, and analytics setups lined up on day one.
Timelines and practical expectations
Organic results require time. In many markets, you'll see early movement within 30 to 60 days on technical and indexation repairs. Material improvements on area pages tend to move in 60 to 120 days, particularly when coupled with a few local links. Sellers pages frequently need longer to rank, however they can convert with lower traffic if the deal is strong and the copy resolves the real questions.
We encourage agents to think in quarters. Quarter one: stabilize technical, lock local signals, fix conversion paths. Quarter two: release or upgrade core city and community pages, launch a seller worth experience that feels bespoke to your market. Quarter 3: build authority with market updates and partnerships. Quarter four: fine-tune based on analytics, double down on what works, and prune what does not.
A brief case snapshot
A two-agent group in a mid-sized coastal market concerned us with flat traffic and inconsistent leads. Their site worked on a typical real estate theme with slow mobile performance. Neighborhood pages were thin, listing pages carried only MLS text, and the GBP indicated their broker's office rather of their own. Over six weeks, we cleaned indexation concerns, compressed and resized images, rewrote 8 community pages with on-the-ground information, included custom notes to brand-new listings, divided seller and buyer CTAs by intent, and corrected GBP with a devoted workplace landing page.
By month 3, natural sessions increased by 28 percent. Trip requests increased 41 percent, driven largely by faster listing pages and the included "ask a concern" CTA. Seller evaluation submissions grew modestly at first, then got after we published a net sheet explainer with regional cost ranges. None of this involved chasing head terms. It involved aligning the site with how individuals because market search and decide.
Building your own cadence
An audit isn't a one-off. Real estate information changes constantly, and so does Google. We set a cadence that groups can stick to. Month-to-month, we scan Browse Console for coverage anomalies and query shifts, check lead form health, and review Core Web Vitals on the top design templates. Quarterly, we deepen material in priority areas, refresh pictures where locations changed, and revisit GBP posts and Q&A. Two times a year, we re-crawl end to end, compare versus the prior crawl, and reset priorities based on business goals.
If you're doing this yourself, block time and keep a simple tracker. Prioritize fixes that move both rankings and conversions. An ideal Lighthouse score implies little if your evaluation kind loads slowly on the pages that matter or if your area material is interchangeable with every competitor.
How Jlenney Marketing, LLC approaches SEO for Real Estate Agents
Our approach is easy: fewer, much better changes that intensify. We do not assure rankings for prize keywords. We develop long lasting presence around the areas, residential or commercial property types, and customer questions that produce organization for you. Jeff Lenney brings an operator's view to every audit. If a fix does not help a real purchaser or seller move on, it won't remain on our roadmap. That lens keeps us concentrated on the pages and experiences that pay the bills.
If you use the steps in this guide, you'll catch the apparent issues, however you'll also surface the subtle ones that keep back development-- the internal links that never indicate your finest market pages, the duplicate listing URLs that siphon equity, the generic city copy that says absolutely nothing particular to your patch of ground. Address those, and the changes show up in your calendar as tour requests and noting appointments, which is the only procedure that counts.