Common SEO Mistakes Estate Agents Make and Fixes

At Lillian Purge, we specialise in SEO for Estate Agents and outline common SEO mistakes estate agents make and how to fix them.

Search engine optimisation is vital for estate agents who want to stand out in competitive local markets. However, with so many factors affecting rankings, it’s easy to overlook key details. From weak local targeting to poor website structure, even small issues can undermine your online visibility.

Below are some of the most common SEO mistakes estate agents make, along with practical steps to correct them.

1. Ignoring Local SEO

Many estate agents treat SEO as a broad national strategy when, in reality, most clients search locally. People type phrases like “estate agents in Bedford” or “houses for sale near me,” expecting results specific to their area.

The fix:
Focus your SEO on local intent. Create location-specific pages for each branch or area you serve, using local keywords naturally within your content. Ensure your business name, address, and phone number (NAP) are consistent across your website and online directories.

Also, claim and optimise your Google Business Profile with up-to-date details, property photos, and regular posts. This helps you appear in map results and local searches, driving more foot traffic and calls.

2. Weak Property Page Optimisation

Many estate agents rely on property listing feeds that generate thin, duplicated content. Search engines struggle to distinguish these pages, so they rarely rank well.

The fix:
Add unique, descriptive text to each listing page. Include property highlights, local amenities, and lifestyle benefits rather than relying solely on bullet points or auto-generated descriptions. Use keyword-rich headings like “Three-bedroom home for sale in Milton Keynes” to improve visibility.

Ensure property pages load quickly and include schema markup for better indexing. When listings expire, redirect the pages to similar properties or relevant category pages to preserve SEO value.

3. Overlooking Mobile Performance

More than half of property searches happen on smartphones, yet many estate agent websites still load slowly or have poor mobile layouts. This frustrates users and negatively impacts rankings.

The fix:
Run regular mobile-friendly tests to check performance. Compress large images, simplify navigation, and ensure contact buttons are easily accessible on small screens. A fast, responsive site not only improves user experience but also signals quality to Google.

4. Not Using Enough High-Quality Content

Many estate agent websites focus heavily on listings but lack educational or community-focused content. Without blogs, guides, or area insights, Google has little reason to see your site as an authority.

The fix:
Create valuable, informative content that supports your audience’s needs. Examples include:

• Guides to buying or selling property

• Area profiles and local market updates

• Landlord compliance checklists

• Tips for first-time buyers

Consistent, useful content attracts backlinks, improves dwell time, and strengthens your credibility with both Google and potential clients.

5. Forgetting About Metadata

Titles and meta descriptions are often auto-generated or left blank. This can cause duplicate entries across pages and reduce click-through rates from search results.

The fix:
Write custom titles and descriptions for every page. Include the target keyword, your area, and a clear value statement. For example:

• Title: “Estate Agents in Bedford | Professional Property Sales and Lettings”

• Meta Description: “Expert estate agents in Bedford offering property sales, lettings, and valuations. Book your free market appraisal today.”

Well-optimised metadata improves both rankings and click appeal.

6. Poor Internal Linking

Some estate agent websites rely on navigation menus alone, missing opportunities to guide visitors between pages. This limits the way search engines discover and understand your content.

The fix:
Add contextual internal links throughout your content. For instance, link from a “Landlord Services” page to a “Property Management” page, or from a “Sell Your Home” guide to your valuation form. This helps users explore your site more easily and improves the flow of authority between pages.

7. Ignoring Image Optimisation

Property photos are crucial for conversions but can slow down a website if not optimised correctly. Large, uncompressed images reduce load speed and damage SEO performance.

The fix:
Compress all images without losing quality and use descriptive file names like “two-bedroom-apartment-bedford.jpg” instead of generic ones. Add alt text to every image to improve accessibility and help search engines understand your visuals.

8. Not Tracking SEO Performance

Many agencies launch SEO campaigns but fail to monitor their progress. Without regular tracking, you can’t see what’s working—or where to improve.

The fix:
Use tools like Google Analytics and Google Search Console to track key metrics such as organic traffic, keyword rankings, and conversion rates. Review this data monthly to identify patterns and refine your SEO strategy.

You can also set up local tracking to see how your visibility differs between towns or postcodes.

9. Overusing Keywords

In an effort to rank, some estate agents still cram keywords into every sentence. This makes content sound unnatural and can lead to Google penalties.

The fix:
Write naturally for your audience first. Use main keywords in key areas like headings, introductions, and metadata, but focus on readability. Search engines are now advanced enough to recognise context and synonyms, so keyword stuffing is unnecessary and counterproductive.

10. Neglecting Reviews and Reputation

Online reviews are powerful local ranking signals, yet many estate agents don’t actively collect or respond to them. A lack of reviews—or worse, negative ones—can deter clients and affect search performance.

The fix:
Encourage satisfied clients to leave Google reviews after successful transactions. Respond politely to all reviews, positive or negative, showing professionalism and care. Positive engagement demonstrates reliability and builds trust with both Google and potential clients.

11. Outdated Website Structure

An old website structure can confuse users and search engines alike. Pages buried deep within menus or lacking a clear hierarchy make it harder for Google to crawl your site effectively.

The fix:
Audit your site structure. Group content logically into sections such as “Buy,” “Sell,” “Let,” and “Manage.” Make sure each service page links back to key areas like your contact or valuation form. A clear hierarchy helps both users and search engines understand your website.

Final Thoughts

SEO for estate agents is about more than just keywords—it’s about creating a fast, user-friendly, and trustworthy website that serves both clients and search engines. Avoiding common mistakes like ignoring local optimisation, neglecting content, or failing to track results can dramatically improve performance.

By addressing these issues and implementing structured SEO best practice, estate agents can build lasting visibility, increase enquiries, and stay ahead in an increasingly digital property market.

You’ll find more tips in How blogging can generate leads for estate agents and How estate agents can use FAQs to capture search traffic, plus visit our Estate Agents Hub.