The Best SEO Practices for Real Estate Featured Listings

Real Estate Technology with 855-419-6019

Featured listings can be much more than a one-off blog post. With the right SEO, you can build an online identity.


What have you googled today? Every second there are over 40,000 search queries on Google, or 3.5 billion a day. A relative portion of these searches involves real estate — people typing in “homes for sale.” And we’ve only talked about Google so far.


Now, let’s talk about the featured listings you write for your real estate website. When’s the last time you thought about making them Google-friendly, or better yet, SEO-friendly? It’s easy to miss basic SEO elements — items search engines need to match your blog posts — mainly because it’s a foreign language.


Meta descriptions and title tags often throw people in a dizzy. But have no fear! We’ll explain what SEO is and how to add it to your featured listings.




Watch & Learn: How Search Engines Work




The Basics to SEO

There are dozens of factors search engines take into account when ranking content (where they place it in search results pages). Even today, those variables are still evolving as companies like Google get smarter at predicting user intent. To keep things simple, let’s look at basic SEO elements you control while writing:


Featured LIsting (1).png


1. URL Structure

In this case, we’re talking about the last part of the URL – the stuff that comes after .com or /blog/. When you write a blog post, typically the URL slug will use the same words as your title. You can tweak this to fit more specific keywords. Google has an easier time reading a URL slug like this /best-homes-for-sale-in-charleston/ vs /9rf7ef?iHXId=23aj345hqqe7/. View the URL Slug in WordPress.


2. Content + Keyword Density

This is a hot potato. When I mention keywords, I don’t mean stuffing “real estate” or “homes for sale” in every sentence. Google can tell when you’re gaming the system. Keep the content natural, but when you see opportunities, use keywords. Here’s a pro tip: Look at synonyms for the keyword. Ex: Buying a home can be Purchasing a property.


3. Headers & Sub-Headers

Search engines like Google read articles by hierarchy and place stronger values on certain elements, such as headers. When writing, make sure to use headers above your paragraphs (or sections). Use keywords within them, as well. View example headers.


4. Links

When possible, link to other webpages on your site. This could mean MLS listings, neighborhood articles, city guides, etc. If you’re linking to another website, make sure the link opens to a new tab. That way, they still have your webpage up and can come back to it.


5. Graphics + Alt Tags

When you add images to your Featured Listing posts, write something in the Alt Text field. This text will appear if the image doesn’t load. Again, use keywords. It doesn’t need to be a sentence. Keep it around 3-6 words. View where to find Alt Text.


6. Title Tag

In WordPress, you’ll often find this feature below the section where you write. A Title Tag refers to the blue text you see when you do a search. Normally, it will take the name of your blog post title. But you can edit this to be more keyword-centric. View Title Tag examples.


7. Meta Description

Paired with the Title Tag field, you can also add a description to your article. This is the small little paragraph you see under the blue titles on search results pages. Average length is 160 characters (usually around 2 sentences). View Meta-description examples.


Freebie: Meta-Data for Featured Listings

Here’s some template text you can use for your meta-data (on Featured Listing posts). Feel free to change up any way you want …


Title Tag:

Street Address, City State Abbreviation | Company Name


Meta Description:

Gorgeous [style] home for sale in [neighborhood]. Located within [adjective] [city]. Click here to see the photos and video tour!



4235 Coolidge Street, Charleston SC | Cobblestone Realty

Gorgeous colonial home for sale in Wagener Terrace. Located within historic Charleston. Click here to see the photos and video tour!


Strategy Idea: Link Featured Listings to a City Guide

99% of Featured Listing posts have less than 100 words. In terms of SEO, this isn’t a lot for search engines to read – to interpret and match with search queries. If you have time, I would suggest writing more. Aim for 300 words, if possible.


If your time is limited, you can try a different strategy. Write an awesome city guide and leave a spot where you can link to your Featured Listings (or Just Listed posts). This can be a simple rectangle image that says “View Our Featured Listings.”


Next, publish your Featured Listing posts under one category (see image). Grab the URL for that category and link it to the rectangle image in your city guide. This way, readers can see your most recent featured listings.


On the flip-side, make sure to include a blurb about the city (or neighborhood) in each Featured Listing post. Inter-linking all the content will help Google trace more of your website content.




Learn More About Real Estate Strategy! Visit Our Library.




Easy Tools for Creating Graphics

Real estate is highly visual. People want to see photos of homes. It’s a good idea to intermix content with images. Here are some free resources for creating visuals and editing pictures:

  • Canva (photo editor)

  • PicMonkey (photo design)

  • Pixlr App (simplified photoshop)

  • Free Stock Photos


SEO Does Matter for Social Media

When we mention SEO, it’s not all about search engines. Social media does have a role. Whenever you share new content, like Featured Listing posts, your meta-data pipes into it. So, having a clear title tag and meta-description is important. Google does index content from some channels, like Twitter. In other places, search engines use cues from social media (like favorites and likes) to know which content is best for readers.


Build an Online Identity

SEO is not a tactic to boost lead generation or improve website ranking. It’s business. Period. People don’t flip through the Yellow Pages anymore. They turn to search engines like Google to find a real estate agent near them. They turn to the internet to find homes for sale. Every step you take, make sure you’re using SEO best practices.


Learn More About Real Estate SEO: Watch Our Videos




Re-Blogged 2 times:

Re-Blogged By Re-Blogged At
  1. Ginger Harper 01/25/2017 07:19 PM
  2. Charita Cadenhead 02/23/2017 06:05 AM
Real Estate Sales and Marketing

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Show All Comments
Connie Harvey
Pilkerton Realtors - Brentwood, TN
Realtor - Nashville TN Real Estate

OMGosh! so much great information! Thank you.

Feb 10, 2017 02:12 PM #40
Richard Bazinet /MBA, CRS, ABR
West USA Realty - Scottsdale, AZ
Phoenix Scottsdale. Sellers, Buyers & Relocations

Thank you for sharing this marketing tip. Appreciate it. Valuable when you have the ability to create single property web sites.

Feb 10, 2017 02:23 PM #41
Nathan Gesner
American West Realty and Management - Cody, WY
Broker / Property Manager

Steven at BoomTown this is a feature-rich article that I will bookmark and refer to. Too much to memorize! Excellent share!

Feb 10, 2017 07:21 PM #42
Randy Mitchelson,APR
Marketing Coach & Homeland Heroes Home Loans - Bonita Springs, FL
First Impressions are made at First Click

Well written article. SEO is not some magical, nebulous thing you have to pay money for. Follow the steps described and you will be rewarded over time. Do not expect instant gratification. SEO is a marathon not a sprint.

Feb 11, 2017 06:35 AM #43
Jim Garcia | Douglas County Real Estate
Jim Garcia | Douglas County Real Estate - Castle Rock, CO
210+ Reviews-Most Recommended Realtor

It's important to have the basic elements in place for your pages.

Feb 14, 2017 05:49 AM #44
Mick Michaud
Distinctly Texas Lifestyle Properties, LLC Office:682/498-3107 - Granbury, TX
Your Texas Lifestyle is Here!

Good basic points.  Also, to use adwords to see what people are looing for and incorporating those into your content. 


Now to get Google to stop changing the algorythms.

Feb 14, 2017 07:57 AM #45
Steven Nickens
Wailea Realty - Wailea, HI
R(S)GRI ABR, Maui Real Estate Hawaii

Always learning, great article.

Feb 14, 2017 11:03 AM #46
Sally K. & David L. Hanson
EXP Realty 414-525-0563 - Brookfield, WI
WI Real Estate Agents - Luxury - Divorce

You have earned a bookmark collection !

Feb 23, 2017 05:20 AM #48
Kevin Vitali
EXIT Realty Beatrice Associates - Middleton, MA
Helping Massachusetts Home Buyers and Home Sellers

Thanks for the post Steven at BoomTown For a small agent competing against large national aggragates and large companies, SEO is not enough but social media marketing can help fill that gap.

Feb 23, 2017 07:21 AM #49
Ann Nguyen
eXp Realty of California, Inc. - Truckee, CA
Lake Tahoe Truckee Homes For Sale

This is a very informative post. I am following your blog to learn more about SEO. Thank you!

Feb 23, 2017 09:20 AM #50
Keller Williams Select Realtors-Buy a home in Washington DC. Sell a home in Washington DC - Bowie, MD
I don't make promises.I deliver results.SOLD HOMES

I havent wrote a lot of blogs on here the past two years. But slowly as I work my back here on,hope to read more blogs like this one which I found very helpful. Thank you very much Steven for sharing.

Feb 23, 2017 06:44 PM #51
Sam Shueh
(408) 425-1601 - San Jose, CA
mba, cdpe, reopro, pe

There is a lot of meat in this blog. We all need to go back to the basics.


Feb 23, 2017 07:13 PM #52
Laura Cerrano
Feng Shui Manhattan Long Island - Locust Valley, NY
Certified Feng Shui Expert, Speaker & Researcher

Everything has become much more intuitive than it used to be a few years ago and I really love that it's that way now! :)

Feb 23, 2017 11:30 PM #53
Laura Cerrano
Feng Shui Manhattan Long Island - Locust Valley, NY
Certified Feng Shui Expert, Speaker & Researcher

Sam Shueh i'll definitely have to go back myself and going into the meat and potatoes of it all. Good luck! :)

Feb 23, 2017 11:31 PM #54
Laura Cerrano
Feng Shui Manhattan Long Island - Locust Valley, NY
Certified Feng Shui Expert, Speaker & Researcher

I feel like more people should check this post out because I seem to keep coming back to it

Mar 01, 2017 11:56 PM #55
Laura Cerrano
Feng Shui Manhattan Long Island - Locust Valley, NY
Certified Feng Shui Expert, Speaker & Researcher

This is another one of the more interesting post I come back to now and all that! .

Mar 13, 2017 11:49 PM #56
Laura Cerrano
Feng Shui Manhattan Long Island - Locust Valley, NY
Certified Feng Shui Expert, Speaker & Researcher

Like I always say, as you go deeper into search engine optimization, gets more intuitive just basically

Mar 24, 2017 11:15 PM #57
Dave Halpern
Keller Williams Realty Louisville East (502) 664-7827 - Louisville, KY
Louisville Short Sale Expert

Search engine optimization is especially important these days as national companies are are clogging up the top search engine results.

Jul 15, 2017 03:58 AM #58
Denise Copeland
Home Sales Palm Beach - Jupiter, FL
Jupiter Abacoa Sales & Beach Front Luxury Homes

I've been tweaking my SEO this week. Thanks for offering additional advice. Very helpful!

Aug 29, 2017 08:30 PM #59

This is a great resource and very thorough! Great article. I definitely am happy with the security I get with my static site but I must admit the only thing I miss about wordpress is the plug ins that I used to use. I’m relieved one of my colleagues made me use the INK for All word processor, it can export pages as markdown files. It also gives recommendations on SEO:

Feb 24, 2020 11:58 PM #60
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Steven at BoomTown

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