Property search starts on Google
The vast majority of property purchases and sales include Google searches before first contact. Whoever ranks first for "flats for sale in [neighbourhood]" or "buy flat in [city]" captures a huge share of leads without paying for ads. We work with neighbourhood agencies, national networks, new-build developers and specialised portals.
Typical real-estate SEO challenges
Big real-estate portals dominate the top
Big portals have a virtually unbeatable domain authority on generic terms. The winning strategy goes through hyper-specific geographic niches, selling intent and editorial content.
Sold properties = URLs left as 404
Listings empty out as they get sold. Incorrect handling generates thousands of 404s that hurt crawling. Protocols exist to recycle URLs and preserve authority.
Local SEO by neighbourhood and area
An agency working only in Madrid city centre does not want to rank for "flats in Madrid": it wants to dominate "flats Chamberí", "flats Salamanca", "flats Almagro". Each neighbourhood is a specific landing.
Editorial content that delivers real value
Buyers search for concrete data: €/m², schools, transport, appreciation prospects. A useful blog on the local market builds authority and captures leads in informational stage.
Our approach for real estate
We combine neighbourhood-level local SEO, a solid web architecture to handle thousands of listings, editorial content about the local market and integration with your real-estate CRM.
- 1
Technical audit + CRM integration
We review how listings are created, updated and removed. We implement correct 301 policies, temporary noindex and canonical URLs to avoid losing authority.
- 2
Per-neighbourhood and per-municipality landings
We design an architecture covering every area where you operate, with unique content, updated market data, map and the list of active properties.
- 3
Optimised property listings
Listing templates with RealEstateListing structured data, unique descriptions (not the MLS feed), optimised imagery and CTAs adapted to buyer/seller.
- 4
Editorial plan focused on the local market
Neighbourhood guides, price evolution, planning updates, best mortgage, transfer costs. Content a buyer actually reads and shares.
What outcomes we go for
Qualified buyer and seller leads (with photo and target price), reduced cost-per-lead vs portals and ad campaigns, sustained visibility on per-area searches and increased acquisitions from "free valuation" forms. Horizon: first leads in 3-6 months, consolidation in 9-12.
The horizons and ranges described are indicative. The actual outcome depends on the website's starting point, the level of competition, the sector, the budget and the editorial investment. These are not ranking or result guarantees, but how the organic channel typically behaves when properly worked.
Frequently asked questions
Does SEO make sense if I already use the big real-estate portals?
Yes, for two reasons. First: leads coming from a generalist portal carry commission; leads from your own website are yours. Second: SEO generates owner acquisitions who want to sell, not only buyers. For an agency, acquiring stock matters as much as selling it.
How do I handle listings that get sold?
We recommend not deleting the URL immediately: keeping it with a "property sold" message + similar properties list for 6-12 months preserves authority and captures late-arriving leads. After that, a 301 redirect to the neighbourhood listing.
Does SEO work for a small neighbourhood agency?
That's where it's most profitable. An agency specialised in a neighbourhood or town can dominate local SEO without competing with the big portals: simple architecture, proximity authority, real reviews and expert local knowledge.
How much editorial content should I publish per month?
What matters is usefulness, not volume. 2-4 well-made monthly articles about your local market, written by agents with real knowledge, beat 20 generic pieces. Consistency (always publishing) matters more than pace.
Which structured data is critical for real estate?
RealEstateListing for each property, Place for neighbourhoods, BreadcrumbList and FAQPage on pages with questions. Well implemented, they generate rich snippets with price and features in SERPs.
How do you compete against the big portals on generic terms?
Head-on you can't on "flats for sale in Madrid". You can, and a lot, on "flats for sale in [street X]", "new build [district]" or "houses with garden [municipality]". Geographic long-tail is where a local agency beats the generalist portal.