Here we go, as the world turns again in real estate SEO. It didn’t take Google long to release the August 2024 Core Update after the judgment in the antitrust case. Google Search announced another core update on August 15, 2024.
Today we released the August 2024 core update. It continues our work to improve the quality of our search results by showing more content that people find genuinely useful and less content that feels like it was made just to perform well on Search.https://t.co/T6Qt0JUoWt
— Google Search Central (@googlesearchc) August 15, 2024
Real estate brokerages and prop-tech partners should stay on top of these changes as they are crucial for maintaining online visibility and attracting potential customers. This is especially true as Search AI becomes the standard in search by consumers. Let’s dive into what this update means for our industry.
The Essence of the Update
Google announced on August 15, 2024, a new Search core update to prioritize authentic useful and relevant content for customers. A goal for Google has been to improve search results, especially since the “Helpful Content Update” was released in September 2023.
What does this mean for the real estate sector?
It means a stronger emphasis is placed on high-quality, informative content that truly serves homebuyers, sellers, and investors.
Google is looking to surface content that offers real value, not just pages optimized for search engines.
Key Impacts on Real Estate Websites
The update has several implications for real estate and prop-tech websites. First and foremost, I have seen a renewed focus on content quality.
Google is now better at distinguishing between in-depth, helpful property descriptions and generic, templated listings. This means your property, community, neighborhood, and blog article pages need to go beyond basic specs and offer rich, informative content that answers consumers’ questions.
Another significant element of this update is the emphasis on user experience, particularly on mobile devices. This is why when I have my product management hat on, the focus is always “mobile first” UX/UI.
With more consumers starting their search on smartphones, having a fast, mobile-friendly website is more critical than ever. If your site loads quickly and is easy to navigate on mobile, you’re more likely to see improved rankings.
Interestingly, the update also aims to level the playing field between larger real estate portals and smaller, independent brokerages. This could be good news for local brokerages who provide valuable, area-specific content that larger competitors can’t match.
WAV Group has maintained this as a fact for years. Local knowledge, or the unique insights and information about a specific area that only a local expert can provide, is the gold. You just need to find it and use it to your advantage in your content and marketing strategies.
Observed Trends in the Real Estate SEO
Since the update rolled out, we’ve seen some notable trends in the real estate digital space. Some property websites have experienced fluctuations in their search rankings. A recent poll by Search Engine Roundtable showed that about 44% of websites across various industries saw a decrease in rankings or traffic, while 27% saw an increase.
In the real estate sector, we’ve noticed that sites offering comprehensive neighborhood guides, detailed market analyses, and helpful resources for first-time homebuyers tend to be performing well. Sites that are not well managed or maintained have seen organic search from from 11% to 22% year over year.
The monitoring of the core update will continue for weeks or even months as Google continues its rollout.
Strategies for Real Estate and PropTech Firms
To adapt to these changes, real estate brokerages and proptech companies should focus on several key areas:
- Improve the content quality! If you haven’t, it is time to invest in creating detailed, informative content about properties, neighborhoods, and the home buying/selling process. Think beyond basic information and offer insights that help your customers in your market.
- Showcase your local expertise. Your local knowledge can curate content that highlights neighborhood features, local market trends, and community information that national portals can’t match. Leverage dynamic content to keep the information fresh.
- Ensure your website is fast, mobile-friendly, and easy to navigate. Improve features like virtual tours, floor plans, interactive maps, and easy-to-use search functions that enhance the home-buying and selling experience.
- Your team must utilize tools like Google Search Console to monitor your site’s performance. Pay attention to which types of content are performing well and adjust your strategy accordingly.
- Video and visual content continue to be very important in terms of quality. With the increasing importance of visual content in real estate, consider incorporating more high-quality images, videos, and virtual tours into your listings and website.
The Bigger Picture for Real Estate SEO & Digital Marketing
The August 2024 Core Update by Google Search reinforces the importance of providing authentic value to your audience. In the competitive real estate market, this means going beyond simply listing properties. Your digital presence should position you as a trusted advisor in the home-buying or selling process.
For prop-tech firms, the update highlights the need to articulate how your technology improves the real estate experience. Focus on creating content that showcases real-world usage of your product and the benefits of your solutions.
Remember, these updates are Google’s ongoing strategy to improve search results. That includes Generative Search AI is utilized and will become a standard for search. Employing and maintaining excellent SEO best practices will continue as a mainstay in your digital marketing task list.
The challenge is consistently focusing on valuable, user-centric content and experiences (Google’s Helpful Content Update). When you do, you’ll be well-positioned to weather future updates and maintain strong online visibility.
The key to success remains the same — understand your clients’ needs, provide genuine value, and leverage technology to enhance the real estate experience.
By doing so, you’ll not only improve your search rankings but also build lasting relationships with your clients in the digital age.
WAV Group has been helping firms with their digital marketing strategies for years. Contact David Gumpper to discuss your challenges or needs.
