The world of SEO for real estate businesses is constantly evolving, and 2025 is no exception. With Google pushing AI-driven search results, an increased focus on local intent and ever-changing ranking factors, real estate professionals need to adapt, or they risk falling behind.
Here’s what’s working right now:
AI is Changing Search… But Human Content Still Wins
Google’s AI-generated search overviews are shaking up rankings. Instead of clicking through multiple listings, users often get answers directly in search results. But here’s the catch: AI pulls from trusted, well-optimised sources. If your site is an authority with strong content, you’ll still rank, and might even get featured.
What this means for you: Focus on deep, well-researched content that directly answers buyer and seller questions. Think market trends, pricing insights, and hyperlocal real estate guides. (Source)
Local SEO is More Important Than Ever
Google’s local ranking factors haven’t changed much, but competition has gotten tougher. Real estate agents who invest in local SEO win more leads, simple as that.
What you should be doing:
– Keep your Google Business Profile updated (hours, services, and fresh photos)
– Build local backlinks from community blogs, news sites, and real estate directories
– Use hyperlocal content (e.g., “Best Neighbourhoods in [City] for Families”) to target specific buyer searches
Backlinko recently confirmed that local searches drive more high-intent leads than ever. (Source)
Voice Search is Becoming a Big Deal
“Hey Siri, find me luxury homes in Quinta do Lago.” Sound familiar? More people are using voice search for real estate, and that means long-tail, conversational keywords are key.
For example, instead of just optimising for:
“Quinta do Lago homes”
Try using:
“Where can I find luxury homes for sale in Quinta do Lago?”
This helps you capture traffic from people searching naturally with voice assistants. (Source)
High-Quality Visuals = Higher Rankings
Google is now prioritising engaging, image-rich pages over text-heavy ones. If your property listings still rely on basic images, you’re missing out.
Here’s what’s performing best in 2025:
– Video walkthroughs – Homes with video get 403% more inquiries
– Drone photography – Increases engagement and search rankings
– Virtual tours – Essential for luxury listings and international buyers
(Source)
Page Speed and Mobile Optimisation Matter (A Lot)
A slow-loading real estate website is an instant dealbreaker. Nearly 60% of home searches start on mobile, and if your site isn’t fast and responsive, users will bounce.
– Test your site speed with Google’s PageSpeed Insights
– Make sure your images are optimised (no massive file sizes)
– Use a mobile-friendly theme (responsive design is a must)
Google rewards sites that load fast and work well on mobile, so don’t ignore this. (Source)
The Real Estate SEO Playbook for 2025
If you’re in real estate, SEO is no longer just about stuffing keywords into listings. You really need to be building trust and authority to improve visibility in a competitive online space.
– Invest in local SEO
– Create high-value, AI-proof content
– Optimise for voice search
– Use high-quality visuals
– Ensure your site loads fast on mobile
Want a cheatsheet? Request our full guide to SEO for real estate.
English 
Portuguese 
Spanish 
French 
Italian