Real Estate Search Keywords Guide for Agents

Renae Virata | December 26, 2016 | Best Practices, Marketing

How to Use Long-Tail Keywords for AgentsAn SEO strategy is important for any professional online. Real estate agents are no exception! We talked with some of the best content creators and SEO experts in the business and share with you some basic SEO tips to help you get started.

Overwhelmingly, everyone had something to say about long-tail keywords. What are long-tail keywords? They’re more specific keyword phrases that you use in your content to attract the right audience based on their specific searches.

For example, instead of targeting “Tampa real estate,” home buyers are more likely to search the longer, more specific phrases like “houses for sale in Tampa” or “midcentury homes in Tampa.”

Find Long-Tail Keywords

To look for the best keywords to start your SEO strategy, use online tools like Google AdWords Keyword Planner or, says SEO and Content Strategist Amelia Wilson.

Once you type in a phrase you’d like to rank for and include in your online content, she suggests filtering keywords to those with “low” competition.

“While these typically correlate with lower search volume, they’re often long-tail keywords,” says Wilson.

Creating A Website Today Founder Chris Pontine has a great idea, too, to find keywords using Google Keyword Tool Panner. Find the top blogs that cover real estate. Copy and paste their URLs into the Planner, and Google will display the keywords they rank for. This should generate a ton of ideas for you!

Ryan of Raleigh Realty scopes out the competition. Taking a look at the websites of the most successful real estate agents or brokerages in your market can give you a wealth of information. Take a look at topics they focus on and the evergreen information that they include on their homepage and about us pages. You will notice long-tail keywords that you can also write about and rank for.

You can also simply type in a long-tail keyword into Google. When you scroll to the bottom of the search results, you’ll see other related terms that may be relevant for your real estate business.

Include Local Keywords

A small but important focus for long-tail keywords is including location. Instead of focusing on general keywords such as “real estate” or “real estate agent,” expand to a long-tail keyword with your city. Pontine says that surrounding areas are also fair game as are neighborhood names.

“Sprinkle these keywords around your website to help search engines index [your website] to understand this is your area,” says Pontine. “Keep in mind this is just a small part of the overall process from a content marketing standpoint.”

Say It with a Question

Just a few years ago, Google revamped its search algorithm for long-tail keyword phrase queries. The big change was to accommodate for actual questions asked in searches. After all, isn’t this how we naturally inquire about a topic?

“I’ve been recommending that web publishers use long tail keyword phrases that ask questions, and provide detailed, in-depth answers, because Google loves these types of queries,” says Nancy McDonald of Invenio SEO.

Long Posts for Long-Tail Keywords

Now that you’ve located the long-tail keywords, it’s time to incorporate them into your real estate content.

“If realtors want to take advantage of the maximum amount of long-tail keywords, they need to write LONG posts,” advises Ryan Shaw who run “Shoot for 2,500 to 3,000 words. This gives you the best chance to get picked up by some long tail searches.”

Amelia Wilson agrees.

“Write good content addressing these keywords and optimize your pages through title tags, headings, image alt tags, and meta descriptions. Then, once you’re ranking for these, Google will more readily associate your website with real estate-related search queries, generally, which makes it easier to rinse and repeat the process to tackle larger volume, higher-competition queries.”

« »
Renae Virata