Marketing Strategy May 28, 2024 5 min read

Building a Successful Real Estate Off-Page SEO Strategy

To see success in your overall digital strategy, it’s critical that you have a strong SEO strategy in place to help you get found by the right people for the right reasons.

Without it, you won’t be able to build authority, connect with your target audience organically, and ultimately, build on the metrics that get you positive, long-term results.

And while there are a lot of moving parts to a strong SEO strategy, a key one is having a successful off-page SEO strategy; it’s critical to seeing SEO success.

Your off-page SEO strategy is all of the SEO work you do outside of your website to make your overall SEO strategy successful (while your on-page SEO strategy is all of the work you do within your website).

★ Want to learn more about building a solid SEO strategy? Have a look at these posts:

If you’re working towards building a results-driven off-page SEO strategy, here are some of the areas you should focus on:

1. Backlink Building

Backlink building is the primary component of your off-page SEO strategy; backlinks are one of the main signals that tell search engines that your content is valuable, useful, authoritative, and worth visiting (and ranking in search results).

But not all backlinks are created equal. Your goal should always be to get a backlink from a highly authoritative source, rather than a less-visited, lower-authority website.

For example, if you have a new listing, and one of your peers posts it on their website with a link back to yours, that’s great. But if The Washington Post wrote an article about it and linked back to your website, that’s obviously a lot better and a lot more valuable because the backlink source is much more authoritative, so it works towards showing your website is authoritative too.

However, building backlinks takes a lot of effort and is difficult to do (which is one of the reasons they’re so valuable); and while there are multiple ways to do it, one of the best ways is by creating high-quality, well-written content that others will find in search and want to link to organically.

★ Want to learn more about building backlinks and authority? Have a look at these posts:

2. Content Marketing

Your content marketing strategy is how you promote your content. Specifically, it’s your plan around how you get your content in front of as many of the people within your target audience as possible; and it plays a big role in your off-page SEO strategy.

While there are a lot of different ways to do that, as part of your off-page SEO strategy, the best ways are through your overall organic SEO strategy, your social media strategy, and your advertising strategy.

A solid content marketing strategy helps you earn backlinks, build awareness, increase engagement, and ultimately, have your content be found in search by the right people at the right time.

★ Want to learn more about building a content marketing strategy? Have a look at these posts:

3. Social Media Marketing

Although posting and linking back content on social media might not be a direct ranking factor for off-page SEO, it can still help bring in traffic and create some brand visibility, so you should consider it to be part of your off-page SEO strategy.

So what should you be posting on your social networks? Pretty much everything you can (as long as it provides value). That could include your listings (coming soon, for sale, sold), blog posts, testimonials: essentially, anything you can. But regardless of what you post, you should always make sure each post links back to your website as that’s always the best place for someone to learn about you (plus, it helps with your backlink strategy).

Much like your content strategy, for your social posts, quality is key. They should be well-written, engaging, interesting, and shareable. The better your content is, the more people will interact with it, the more you’ll be contributing towards building your off-page SEO strategy.

★ Want to learn more about social media and real estate? Have a look at these posts and resources:

4. Brand Awareness

Building a unique brand identity that separates you from your competition and appeals to your target audience is key to your success as a real estate agent, but it also helps with your off-page SEO strategy as part of your online presence strategy.

Your online presence strategy, as it relates to SEO, is how you and your business appear online for direct searches (and the strategy you have in place to control it).

By building brand awareness and creating recognition around you and your brand, more people will be looking for you online directly, which can boost off-page SEO by resulting in more backlinks, more engagement, and more chances to connect with your audience.

★ Want to learn more about building brand awareness? Have a look at these posts:

As a modern real estate agent working towards building an effective overall digital strategy, your SEO strategy is key. It helps you build trust, prove your authoritativeness, attract your target audience, and ultimately, get more deals from the type of people you want to work with.

Want to learn more about SEO and get more traffic to your website? Our SEO Strategy Building Guide is a mix of curated content and self-guided workbook that will help provide insight on how you can build and implement a modern SEO and overall search strategy.

Author: Andre Bodnar

Founder, Business Development

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