Are you a real estate agent or brokerage tired of competing with Zillow on Google? You’re not alone. This guide will share actionable strategies on how to outrank Zillow to help you rank higher in search results and attract more clients. At Real Estate Rankers, we’ve helped many real estate professionals achieve exactly this goal. Let’s dive into proven techniques to outrank Zillow.
Build Comprehensive Neighborhood Profiles
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Developing comprehensive profiles for neighborhoods can help you outrank platforms like Zillow. Also known as community pages, these profiles give you a platform to show off your expertise in the area and provide important information to potential buyers. Content centered around hyper-local insights like neighborhood profiles is key to ranking high on search engines so when someone is searching for a new home in a specific area they see your website as their go-to source.
When building neighborhood profiles, make sure to get into the lifestyle aspects like commute times, school ratings and the overall vibe of the neighborhood. Focusing on how well a particular neighborhood meets the living requirements of potential homeowners shows you understand what they’re looking for. To get the best results in Google searches use a tool like SurferSEO to optimize these pages for the correct keywords and make sure you have a sufficient word count.
Optimize Your Google Business Profile (GBP)
Optimizing your Google Business Profile can increase how you show up in local search results. Make a strong first impression on potential clients by adding a link to your website, a call button and a cover photo.
One of the biggest benefits of a well optimized GBP is that it can show up at the top of Google search results even before any other websites. When users search for keywords like “real estate agent in [city]” the Google Business Profile is often the first thing they see providing instant visibility to potential clients. This top position allows real estate agents to grab attention and drive traffic to their services immediately and increase the chances of engagement and conversion. Optimizing your GBP helps you effectively compete against local competition and larger sites.
Reviews play a big role in the ranking of your profile in the Google algorithm. The volume, recency and how you interact with those reviews all factor in. Make sure to respond to both positive and negative reviews. This not only shows accountability but also elevates your brand. For agencies with multiple offices, it’s beneficial to list each location individually on their GBP for more presence across different areas.
Frequent posts are another way to deliver valuable content that will capture users’ attention and increase interaction. Consistently updating your Google Business Profile with fresh posts can significantly enhance your visibility in search engine results. These posts can include updates about new listings, open houses, market trends, or even community events that may interest potential clients.
By keeping your profile active and engaging, you not only provide valuable information but also demonstrate your commitment to staying current and connected with your local market. This approach helps build your reputation as a knowledgeable and proactive real estate agent, further enticing users to interact with your profile. Moreover, regular posts can boost your profile’s engagement metrics, which are crucial factors that search engines consider when determining rankings.
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Use Local and Hyperlocal Keywords
While Zillow dominates broad real estate search terms, the path to SEO success lies in targeting local and hyperlocal keywords that national platforms often overlook. Our team at Real Estate Rankers has mastered the art of identifying these valuable local keyword opportunities that drive qualified traffic to our clients’ websites. Instead of competing for highly competitive terms like “homes for sale” or “real estate listings,” focus on specific geographic areas and neighborhood-level keywords that demonstrate local expertise. Targeting these local and hyperlocal keywords can significantly improve visibility and lead to valuable leads in real estate sales.
Start by incorporating neighborhood names, local landmarks, and community-specific terms into your content. Rather than targeting “luxury homes Atlanta,” focus on “luxury homes in Virginia Highland Atlanta” or “historic bungalows in Inman Park.” Include references to local school districts, shopping centers, parks, and other amenities that prospective buyers search for. Remember to use natural variations of location names – for example, both “Virginia Highland” and “Va-Hi” if that’s what locals use.
Layer your keyword strategy with specific property types and features that are unique to your area. If your market has distinctive architectural styles, like Charleston’s single houses or Boston’s triple-deckers, create content around these specific terms. Include location-specific challenges or benefits in your keyword strategy, such as “flood zone homes in Charleston SC” or “mountain view properties in North Georgia.”
Don’t forget to optimize for hyperlocal terms that reflect recent market developments or community changes. This might include new retail developments, upcoming transportation projects, or school redistricting – topics that serious buyers and sellers actively research. These hyperlocal terms often have lower search volume but much higher intent and lower competition, making them valuable targets for your SEO strategy.
Write Blog Posts that Zillow Won’t Write
While Zillow commands significant authority in real estate search, their broad national focus creates content gaps that savvy local agents and brokerages can fill. At Real Estate Rankers, we’ve perfected the art of identifying these content gaps and creating powerful, ranking-worthy content that drives results. These opportunities lie in creating deeply researched, regionally-focused content that national platforms simply can’t replicate at scale.
Consider targeting high-value informational keywords that matter to your local market. Most real estate agents face challenges in managing time and resources when creating such content, making it more efficient to outsource this task to professionals. For instance, at Real Estate Rankers, we work with Nashville-based brokerage and we published an comprehensive guide on “Best Cities to Live in Tennessee,” combining local expertise with detailed research. This single piece of content now ranks #1 on Google and attracts over 3,500 monthly visitors – in a space where Zillow isn’t even competing in the SERPs (Search Engine Result Pages). The success of this approach lies in identifying topics that require genuine local knowledge and can’t be effectively covered by national platforms.
The key is to think beyond traditional real estate listings and tap into the broader lifestyle questions your potential clients are asking. This might include detailed guides about school district changes, analysis of emerging neighborhood trends, or in-depth coverage of local development projects. The goal is to position your website as the authoritative voice on your local market by providing insights that mass-market platforms can’t match.
This strategy goes beyond simply competing with Zillow – it establishes your brand as the go-to source for local real estate knowledge. By creating content that addresses specific regional interests and concerns, you’re not just attracting traffic; you’re building trust with potential clients who recognize the value of true local expertise. Focus on topics that showcase your intimate knowledge of the area, whether it’s neighborhood-specific market analysis, local investment opportunities, or detailed guides to upcoming community developments.
Create Content Aligned with the Buyer’s and Seller’s Journey
Understanding and mapping content to different stages of the real estate journey is crucial for outranking giants like Zillow. Both buyers and sellers go through distinct phases in their real estate journey, and each stage presents unique opportunities to provide value through targeted content. Showcasing relevant listings can effectively engage buyers and sellers, encouraging them to reach out for more information.
For buyers, the journey typically begins with early research and dreaming – they’re looking for neighborhood guides, market trends, and “best places to live” content. Create in-depth neighborhood profiles that go beyond basic demographics, incorporating insider knowledge about local restaurants, school ratings, community events, and lifestyle factors. During the active search phase, provide detailed guides about home inspections, mortgage pre-approval processes, and first-time homebuyer programs. For those ready to make an offer, develop content around negotiation strategies, understanding closing costs, and local market conditions that affect offer strength.
Sellers have their own distinct journey that starts well before listing their home. Develop content that helps them determine the best time to sell, including seasonal market analysis and local market indicators. Create comprehensive guides about home preparation, including cost-effective renovation tips and staging advice that increases property value. For those ready to list, provide detailed breakdowns of pricing strategies, photography tips, and marketing approaches that maximize exposure. Remember to address common seller concerns like managing showings while living in the home and negotiating multiple offers.
Answer Unique Real Estate FAQ
Creating specialized FAQ pages not only enhances the user experience but also boosts your website’s visibility in search engine results. Make sure to choose questions that your target customers ask frequently and those specific to your industry niche. Well designed FAQ pages can answer these common questions and thus increase a site’s SEO and chances of ranking high.
E-E-A-T
E-E-A-T, which stands for Experience, Expertise, Authoritativeness, and Trustworthiness, is a critical framework for real estate websites aiming to compete with giants like Zillow in local markets. By leveraging these principles, independent real estate agents can enhance their online presence and draw attention in their specific locales.
Providing detailed insights can establish your site as a specialized resource in the real estate business.
- Experience: Highlighting your deep understanding of the local market, such as knowledge of particular neighborhoods, recent sales trends, and community events, can differentiate your website from larger platforms. Sharing personal anecdotes and client success stories related to your local expertise can make your site more relatable and appealing to prospective clients.
- Expertise: Providing detailed insights and analyses on local real estate trends, zoning laws, and market forecasts can establish your site as a specialized resource. This targeted content not only attracts search engines but also engages local audiences who are seeking specific knowledge that Zillow may not provide.
- Authoritativeness: Building authority in the real estate sector involves generating high-quality, locale-specific content that addresses the unique needs of your market. By actively contributing to local discussions, participating in community events, and collaborating with other local businesses, your site can gain valuable backlinks and recognition, boosting its credibility and search engine ranking.
- Trustworthiness: Trust is paramount in real estate transactions, and showcasing your reliability can set you apart from larger platforms. Offering transparent business practices, secure site transactions, and comprehensive client testimonials can enhance your website’s trustworthiness. Additionally, providing easy access to contact information and personalized service options can further build client confidence.
By implementing E-E-A-T strategies, local real estate websites can effectively compete with Zillow, ensuring they capture the attention of potential buyers and sellers in their area. This approach not only improves search engine rankings but also fosters a loyal client base within the local market.
Acquire Quality Backlinks
Backlinks are vital for increasing the authority of a real estate website, enabling it to stand toe-to-toe with giants such as Zillow. Google perceives a site with an abundance of backlinks as higher quality, which enhances its standing and placement in search results. To obtain these valuable backlinks, one should engage in link building initiatives like contributing guest posts to well-regarded real estate blogs and securing spots in respected real estate directories.
It’s important to keep an eye on your backlink profile regularly for quality assurance and potential areas of enhancement. Authoritative links do not just bolster SEO. They also funnel targeted visitors directly to your site. Rather than resorting to questionable linking tactics, prioritize creating authentic and meaningful relationships with other websites.
Amassing a greater number of backlinks bolsters both the trustworthiness and discoverability of your website within search engine results, simplifying the challenge of eclipsing renowned entities such as Zillow. This approach demands steady dedication but rewards you with lasting improvements in both SEO performance and digital footprint expansion.
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Ensure Mobile-Friendliness and Fast Loading Times
Making sure a website is mobile friendly and fast is crucial for search engine optimization since more than 50% of internet traffic comes from mobile devices. Google considers page speed of a mobile page as a ranking factor. Even small improvements in this area can result to big gains in user experience and engagement.
To check performance metrics and identify opportunities to improve your site’s mobile page speed use tools like Google PageSpeed Insights. Strategies like optimizing images, using lazy loading, and using Content Delivery Networks (CDNs) helps to reduce load times. Streamlining code and placing content above the fold are key practices to ensure quick access to important elements and improve users’ first interaction with your site.
Enhance Site Trustworthiness
Boosting the trustworthiness of your site is pivotal for elevating both SEO and user experience. Implementing SSL encryption alongside HTTPS provides a sense of security to users, particularly during transactions on real estate sites, which is paramount. Adding testimonials from local residents within neighborhood profiles brings an element of authenticity and personal connection that Bolsters the credibility of your site.
Having contact information easily available and easily found also contributes a lot in building trust on your website. When visitors can’t find how to get in touch with you, they’ll trust your business less and are less likely to engage with what you offer. By adopting these strategies you’ll build a reliable digital presence that will capture attention not only of potential clients but also search engines looking for trustworthy content providers.
Monitor and Adjust Your SEO Strategy
Regularly track SEO performance metrics in conjunction with finalized transactions to comprehend the profitability of your investment. Assessing the effectiveness of your SEO enables you to make data-driven modifications, ensuring that these initiatives are successful and resonate with your business objectives. While this might seem overwhelming, our team at Real Estate Rankers handles all the technical aspects of SEO monitoring and optimization, allowing you to focus on what you do best – serving your clients.
Refine your SEO tactics by utilizing performance data, aiming for consistent enhancements in search standings. Making ongoing alterations guided by metric analysis guarantees persistent progress in visibility and web traffic influx. This forward-looking strategy maintains a vibrant and outcome-oriented focus within your SEO endeavors.
Buy Google Search Ads
While organic SEO is crucial for long-term success, a strategic Google Ads campaign can help you compete with Zillow for valuable real estate search terms immediately. The key is to be highly selective with your ad spend, focusing on keywords and geographic areas where you can realistically compete and convert effectively.
To maximize your ad budget’s effectiveness, implement a robust negative keyword strategy to prevent your ads from showing for Zillow-related searches. People searching for “Zillow homes for sale” or “Zillow listings” are specifically looking for Zillow’s platform, and these clicks are unlikely to convert. Additionally, use ad extensions generously – showcase your local phone number, location, sitelinks to featured properties, and callout extensions highlighting your unique value propositions like “Local Market Experts” or “Same-Day Property Tours.”
Remember that landing page quality significantly impacts both your Quality Score and conversion rates. Create dedicated landing pages for different ad groups that mirror the search intent. If someone clicks an ad for luxury condos in a specific neighborhood, they should land on a page specifically about luxury condos in that area, not a generic home search page. Include clear calls-to-action, mobile-friendly design, and fast loading times to maximize the chances of converting these paid visitors into leads.
Avoiding Common SEO Mistakes
To succeed in the competitive world of real estate SEO, it’s essential to avoid common pitfalls that can undermine your efforts. Here are some frequent SEO mistakes and how to steer clear of them:
- Keyword Stuffing: Overloading your content with keywords can harm your SEO rather than help it. Search engines penalize keyword stuffing, so focus on creating high-quality, relevant content that naturally incorporates keywords. Aim for a balance that enhances readability and user experience.
- Duplicate Content: Duplicate content can confuse search engines and dilute your SEO efforts. Ensure that all content on your website is unique and original.
- Poor Website Design: A poorly designed website can drive potential clients away. Ensure your site is user-friendly, easy to navigate, and mobile-responsive. A clean, professional design with fast loading times can significantly improve user experience and engagement.
- Neglecting Local Expertise: Failing to highlight your local expertise can be a missed opportunity. Emphasize your knowledge of the local market, including insights into particular neighborhoods, recent sales trends, and community events. This local focus can set you apart from larger platforms and attract clients looking for specialized knowledge.
By understanding the competition and SEO challenges, building a strong online presence, and avoiding common SEO mistakes, real estate agents can enhance their visibility, attract more leads, and ultimately succeed in the competitive online market.
Beat Zillow With Real Estate Rankers
We don’t just talk about these strategies – we implement them every day for our clients with proven results. At Real Estate Rankers, we specialize in creating SEO strategies for real estate agents and brokerages. We can rank your website above Zillow and other big players in the industry. Our track record speaks for itself – we’ve helped numerous real estate professionals achieve page one rankings in competitive markets across the country. By working with us, we’ll optimize your site for search engines, bring targeted traffic and grow your property sales.
Don’t let another month go by watching Zillow dominate your local search results. Ready to move big time in the real estate space? Book a call or contact us today. Let us help you beat Zillow and make your website a dominant force in your local market.
