Writing a Strong Real Estate Business Description for Google.

Begin with locations where you have real knowledge, experience or business activity.

A local page may be suitable when you can provide:

• recent sales knowledge;

• experience with common property types;

• local buyer observations;

• suburb-specific seller advice;

• useful market explanations;

• relevant case studies; and

• a legitimate service for owners in that area.

Do not create hundreds of pages for locations you barely know.

A smaller number of detailed pages is usually more credible than a large collection of thin pages.

Changing the suburb name on an otherwise identical page creates a poor experience.

Google describes substantially similar regional pages that funnel visitors towards the same destination as a form of doorway abuse. It also warns against unnatural blocks of city and suburb names. Google Search spam policies

Each local page should contain information that belongs specifically to that area.

This might include:

• local property styles;

• differences between streets or pockets;

• common block sizes;

• apartment or townhouse groups;

• buyer preferences;

• selling challenges;

• relevant local sales;

• transport connections;

• verified local changes; and

• common questions from property owners.

A practical local page could contain:

1. A clear page title.

2. A short introduction to your local service.

3. An overview of the area’s property market.

4. Information about common property types.

5. Current seller considerations.

6. Recent local sales or case studies.

7. An explanation of your experience in the area.

8. Frequently asked questions.

9. A relevant call to action.

10. Complete contact details.

The page does not need to follow this structure exactly, but it should be easy to scan.

The title should explain the page in natural language.

Examples include:

• Selling Property in Paddington

• A Homeowner’s Guide to Selling in New Farm

• Real Estate Advice for Milton Property Owners

• Selling an Apartment in West End

• Preparing a Character Home for Sale in Ashgrove

Avoid titles filled with repeated variations such as “Best Real Estate Agent Paddington Property Sales Appraisal Expert”.

Write for the homeowner, not for a search engine.

Avoid filling the page with broad lifestyle descriptions that could apply anywhere.

Include practical property information such as:

• the mixture of houses and apartments;

• common architectural styles;

• differences between renovated and original homes;

• buyer demand across price ranges;

• common reasons owners sell;

• seasonal campaign considerations; and

• issues that may affect presentation or marketing.

Keep current figures dated. Market conditions change, and an old statistic should not appear current.

Show why the reader should trust the page.

Useful evidence may include:

• a relevant local case study;

• a recent campaign lesson;

• verified sales examples;

• an explanation of local buyer feedback;

• a client review;

• local property videos;

• community involvement; or

• photographs of the real agent working in the area.

Do not publish client information without permission.

A thoughtful case study that explains your approach is often more useful than a long list of sold properties.

A frequently asked questions section can address concerns such as:

• How long does it take to prepare a local home for sale?

• Is auction commonly used for this property type?

• What do local buyers tend to notice?

• Should an older home be renovated before selling?

• How is a local appraisal prepared?

• Are buyers active at different times of the year?

• What marketing may suit this type of property?

• How can owners request recent comparable sales?

Keep answers balanced. The correct recommendation may depend on the individual property and current market.

Internal links help visitors move through your website.

Link the local page to relevant resources such as:

• your selling service;

• agent profile;

• appraisal page;

• preparation guide;

• recent market update;

• local case studies;

• seller checklist; and

• contact page.

Other relevant pages should also link back to the local page.

The links should help the reader continue their research. Do not add large numbers of links simply for search purposes.

Match the call to action with the page.

Examples include:

• Request recent comparable sales.

• Arrange a local property appraisal.

• Ask for a pre-sale preparation meeting.

• Discuss the best sale method for your property.

• Subscribe to the suburb market update.

• Download the local seller checklist.

A specific offer is generally more useful than “Contact us today”.

Ask your website provider to confirm that:

• the page has a clear website address;

• the page title is unique;

• the page description is relevant;

• headings are used correctly;

• images have suitable descriptions;

• the page works on mobile devices;

• load time is reasonable;

• links work;

• the page can be found by search engines; and

• suitable Local Business information is marked up correctly where appropriate.

Technical improvements support the page, but they cannot replace useful content.

Set a review date at least once or twice a year.

Check:

• market figures;

• recent sales;

• team details;

• contact information;

• photographs;

• external links;

• case studies;

• local project information; and

• calls to action.

Remove anything that is no longer accurate.

• The location is genuinely served by the business.

• The content is original to the area.

• The page answers real homeowner questions.

• Local claims are accurate.

• Market information is dated.

• Relevant property types are discussed.

• Local experience is supported with evidence.

• Client privacy is protected.

• The page is easy to use on mobile devices.

• A specific next step is provided.

• Related website pages are linked.

• A future review date is scheduled.

Google recommends creating helpful, reliable content for people rather than pages made mainly to attract search traffic. Google Search Central

A strong local real estate page should deserve to be found. It should help a property owner understand the area, consider their selling options and decide whether your knowledge is relevant to their needs.