Rightmove charges your agency thousands of pounds a year. Zoopla charges thousands more. And every year, the fees go up. You have no leverage because you have no alternative - if you leave the portals, you lose your buyer audience.
But what if you could generate your own property traffic? What if buyers found your listings directly, through your own website and Google listing, without the portal middleman?
That is what property listing SEO delivers. It will not replace Rightmove overnight, but it can significantly reduce your dependency - and the traffic you own is traffic nobody can take away.
Why Your Website Matters More Than You Think
Most estate agent websites are glorified brochure sites that exist only so agents can point to them during market appraisals. That is a massive missed opportunity.
A properly optimised estate agent website can:
- Rank for "[area] houses for sale" and similar high-intent searches
- Capture vendor leads through valuation tools and content
- Showcase your track record and expertise
- Reduce portal dependency over time
Optimising Your Property Listings for Search
Unique Descriptions
Do not simply copy your portal listing to your website. Create unique, detailed descriptions that include:
- The full address and postcode area
- Nearby amenities, schools, and transport links
- Neighbourhood character and lifestyle appeal
- Property features written in natural, search-friendly language
Individual Property Pages
Each listing should have its own URL with a descriptive slug: /properties/3-bed-semi-oak-road-didsbury rather than /property/12345.
Structured Data
Add RealEstateAgent and Product schema markup to your listings. This helps Google understand what you are selling and can generate rich results in search.
Area Pages: Your SEO Powerhouse
Create dedicated pages for every area you cover. These should be comprehensive guides:
- Area overview and character description
- Average property prices and recent trends
- Schools, transport, and local amenities
- Current properties for sale in the area
- Why people love living there
These pages target searches like "houses for sale in [area]," "moving to [area]," and "[area] property market" - all high-intent searches from potential buyers and vendors.
Google Business Profile for Property
Optimise your Google Business Profile for property-related searches:
- Post new listings as GBP posts weekly
- Share sold properties with final prices
- Post market updates and area insights
- Add photos of your office, team, and properties
Blog Content That Drives Property Traffic
Regular blog content supports your SEO and attracts both buyers and sellers:
- Monthly market reports for your area
- "Best streets to live on in [area]"
- "First-time buyer guide to [area]"
- School catchment area guides
- Development news and planning updates
Property SEO is one component of a complete estate agency marketing strategy. See the full picture in our complete marketing guide for estate agents.
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