The difference between Local SEO & Organic SEO (and as a Realtor®, why you should care)

In 2017 it is no secret that if your real estate website is listed at the top of Google, you win. It really is as simple as that.

Well, its not quite that simple. But close.

There are some nuances to consider. And in this post we will look at the difference between Local SEO and Organic SEO. Specifically how it pertains to real estate websites.

First let’s look at the difference between Organic SEO and Local SEO?

Organic SEO is location neutral. It is ideal for websites that generate revenue exclusively online or are looking to generate awareness through a wide audience. If you’re running a national campaign or an e-commerce campaign, this is the perfect methodology for you.

Local SEO targets local search specifically. That means that your audience is within a few miles from your business and that your online presence is meant to drive foot traffic to an actual establishment. This is done through several methods including using geo-centric keywords, producing locally relevant content, building citations on local niches and directories, and tying up with websites in the same area.

As a Realtor® your service area is normally quite focused. Narrowed down to the city, neighbourhood and sometimes down to the postal code. This means you want to people who are looking for your service in that specific area. So when a home shopper searches for the term “kitsilano realtor”, and you are a Kitsilano Realtor®, it would be fantastic if your website was found at the top of Google. This would guarantee absolutely relevant traffic, searching for YOU.

This is why when you consider SEO, you need to understand the differences between local and organic SEO.

Given that your website is focused on property listings in your service area, you are already generating local content. This is a great start. And a good opportunity to refine this content to help with the relevant Google rankings. Through focused and considered content generation, you will start your journey to a high ranking on Google. There are many more local ranking factors you need to consider, which can found in this great Moz article:

Now let’s get a little technical.

In order to have your website ranked well on Google, you need to check some technical boxes. Like it or not, if you want to play ball with Google, this is how it is. So here are some ideas and considerations to get stared on your search optimization journey.

How geo locations help with local real estate SEO.Local Real Estate SEO

The most powerful way to get around keyword competition and rank well in search is by targeting location-specific keywords. You will want to target each address, or location, that is your base of operations. This gives Google the signals it needs to help understand your service area.

What contributes to Local SEO?

On-Page semantic mark-ups and Google Map API integration also help the search engines understand that a website is the virtual representation of a physical business in the location indicated in the map API and marked up in the schema address. Even though as a Realtor® you are doing business at multiple properties, you still have a central office. This needs to be communicated to Google.

How are citations important for Local SEO?

Google considers the number of citations and where they are in their ranking factor. Nonetheless, the critical part of citations is not their number but the consistency of citations. Each citation must be similar; or else Google may display different data for your local business. Every business and directory listing should have the same address, phone, website information. This consistency will help Google give your business the local credibility it needs.

How do I place my business on the Google Map?

Aside from the Organic and specific Local SEO factors, businesses are displayed on the Google Map based on the location of the business and the searcher, data in Google Maps and Google My Business and number of citations pointing to the business and its location among other things. Get started by submitting your business to Google My Business and optimize the listing as best you can.

Now what?

Well, that is up to you. It can be overwhelming to consider the above if you are not overly technical. Although everything you need to understand and become an SEO expert is all published online. That said, you may wish to focus on your business and leave the technical bits to the experts. However, the “experts” can be very expensive. A Moz report explains that the average cost for an SEO consultant is $124 / hour.

If you are considering an SEO campaign, Kazooky does offer a reasonably priced local real estate SEO package. Or get in touch and we will send you a free SEO audit on your website to get you started.


Realtor Web Stats: Pages Per Session