When someone searches for a property or a real estate agent nearby, showing up on the first page of Google can make all the difference. But simply having a website isn’t enough anymore—especially when you’re competing against larger agencies, portals, and other local players. That’s where local SEO comes into play.
Local SEO is all about making sure your business appears in search results when people nearby are looking for services you offer. Whether you're an independent agent, a boutique agency, or even a developer with a small portfolio, there are practical steps you can take to improve visibility and attract more qualified local traffic.
Start with Your Google Business Profile
If you only do one thing to improve your local SEO, claim and optimise your Google Business Profile (formerly Google My Business). It’s the box that shows up on the right-hand side of search results when someone searches your name or related terms.
Make sure your business name, address, and phone number (NAP) are accurate and consistent with the information on your website. Add high-quality photos of your office, listings, and team. List your operating hours, link to your site, and write a short but compelling description of your services. Most importantly, respond to reviews—both positive and negative—with professionalism and warmth.
Google values engagement, and an active profile can improve your chances of showing up in the coveted local pack (that map with three top listings).
Citations Still Count
Beyond your Google listing, it’s worth ensuring your business details are listed—accurately and consistently—across other local directories. These might include platforms like Yelp, Hotfrog, Bing Places, and even property-specific sites.
Citations (mentions of your business name, address, and number on other websites) help Google build trust in your legitimacy. Think of it as digital validation. Inconsistencies—like one site listing “Smith & Co. Real Estate” and another showing “Smith & Company Real Estate”—can hurt more than they help. Take the time to correct any outdated or incorrect listings.
Optimise for Location-Based Keywords
You want to rank when someone searches “real estate agent in Camden” or “buying property in Newcastle,” right? That’s where location-specific keywords come in.
Start by incorporating them naturally into your website’s titles, meta descriptions, and page content. Create separate landing pages for each suburb or area you service, complete with information about local schools, lifestyle features, median prices, and recent sales. It’s about being relevant—not just for search engines but for the people reading your content.
Be wary of stuffing your pages with the same phrases repeatedly. Google’s getting better at recognising natural language. Instead of “buying a house in Manly” ten times over, try weaving in variations like “Manly property market,” “homes near the beach,” or “family-friendly suburbs in the Northern Beaches.”
Get Your Reviews in Order
Reviews are more than social proof—they directly influence how you rank in local searches. Google favours businesses with frequent, positive reviews. Ask satisfied clients to leave feedback on your Google profile or other platforms like RateMyAgent or Trustpilot.
Don’t wait too long to ask, though. The best time is when a transaction has just wrapped up and emotions (hopefully positive ones) are high. Make it easy by sending them a direct link and thanking them in advance. And remember, how you respond to reviews matters too. A quick, thoughtful reply shows you’re engaged and professional—two things that prospective clients will notice.
Don’t Underestimate On-Page SEO
While much of local SEO happens off your site, what’s on your pages still matters. Make sure each page has a clear, descriptive title and meta description that includes local terms. Use header tags properly, and ensure images are named and tagged with relevant descriptions.
Blog posts can also support local visibility. Consider writing about upcoming property developments, suburb spotlights, or tips for first-home buyers in your area. Not only does this boost your SEO, but it positions you as a trusted local expert.
Local Backlinks Build Authority
Getting backlinks from other local businesses or community websites can significantly improve your credibility with search engines. Think partnerships with local mortgage brokers, conveyancers, schools, or sports clubs. If you sponsor a local event or write for a neighbourhood magazine, ask them to link back to your website.
Backlinks act like digital referrals. The more reputable and relevant the referring site is, the more valuable the link becomes. Even a mention on a local news site or council blog can do wonders.
Leverage Social Media (But Link Back Smartly)
While social signals don’t directly impact search rankings, your social media profiles are often among the first results people see when searching your business name. Make sure your profiles are active, accurate, and link back to your website.
Use location-based hashtags and geotags when posting, especially on platforms like Instagram or Facebook. A short video tour of a listing tagged with the suburb name? That’s gold for both social engagement and SEO.
This also ties nicely into broader Marketing for real estate strategies, where every channel—from email campaigns to social posts—works together to create a cohesive presence. Local SEO simply ensures that when someone starts the search process online, you're one of the first names they find.
Measure, Tweak, Repeat
Like most things in digital marketing, local SEO isn’t a one-off task. It’s ongoing. Use tools like Google Search Console, Google Analytics, and even your Google Business dashboard to track how people are finding you.
Are they clicking through from map listings? Are they engaging with your suburb pages? Are you getting more traffic after updating your directory listings? The more you measure, the more informed your decisions become.
Adjust your strategy based on what’s working (or not). Refresh your content, add new suburb guides, respond to new reviews, and keep your listings up to date. Little changes add up over time.
Local SEO Is a Long Game—but a Worthwhile One
While it might not offer the immediate impact of a paid ad campaign, local SEO delivers long-term, compounding returns. It helps the right people find you at the right moment—when they’re actively looking for the services you offer. And best of all, it builds trust organically.
So if you want to get found first—and stay there—focus on getting the basics right, building good habits, and being genuinely helpful to your local audience. That’s what Google rewards, and more importantly, what your future clients will appreciate.