In today’s property industry, having your business visible online is non-negotiable. If you're a supplier to estate and letting agents, you need to ensure that when they search for solutions, your services show up. The question is: how do you make sure you don’t get lost in the digital noise?

The answer lies in effective SEO – search engine optimisation. It’s the backbone of your website and your online presence, guaranteeing that when agents search for tools, platforms, or services like yours, your website ranks high on the results page. But SEO isn't a one-size-fits-all game: suppliers need a strategy tailored specifically to their audience.

Let’s dive into the SEO best practices that will help you optimise your website and content to rank higher and stand out to agents.

1. Understand Your Audience – Estate and Letting Agents

First thing’s first: you can’t optimise your website effectively if you don’t know the needs of those you’re targeting. Estate and letting agents have unique needs, challenges, and questions. Your SEO strategy should be built around these insights.

Start by thinking like your customer. What challenges are agents facing today? Do they need software that streamlines their workflow? Are they looking for tools to improve tenant communication or marketing automation? Use these pain points and needs to inform your keyword strategy. The more specific your keywords, the higher the chances of reaching your target audience.

2. Do Keyword Research

Once you’ve put yourself in the shoes of agents, it’s time to find the words they’re using to search for your services. Use tools like Google Keyword Planner or SEMrush to identify keywords with high search volume and low competition, specifically tailored to estate and letting agents.

Include a mix of long-tail keywords and location-based terms. For example, instead of just “property marketing software,” target “property marketing software for estate agents in London.” This ensures that when agents search for a solution, your website is seen as the go-to resource.

3. On-Page Optimisation: Make Every Page Work for You

The content on your website should be optimised with the right keywords, but it’s not just about stuffing in as many keywords as possible. Here’s a checklist of what to include on your pages:

• Title Tags & Meta Descriptions: These are the first things agents will see in search results, so make sure they’re compelling and include your target keywords.
• Header Tags (H1, H2, etc.): Organise your content with clear headers that reflect the key topics and include relevant keywords.
• Alt Text for Images: Search engines can’t “see” images, so use descriptive alt text with keywords to ensure they’re indexed properly.
• Internal Linking: Link relevant pages within your site to keep users engaged and help search engines crawl your website more effectively.

These are simple yet powerful ways to optimise individual pages and boost their ranking potential.

4. Content Is King – Educate and Engage

Content marketing and SEO go hand in hand. Agents need information that helps them solve their problems. The more helpful and engaging your content is, the more likely it will rank higher in search engine results.

Create blogs, case studies, and guides that speak directly to agents’ needs. For example, a blog post titled “How Estate Agents Can Use CRM Systems to Close Deals Faster” not only provides value but also targets agents who may be looking for CRM software solutions.

5. Speed Matters – Don’t Lose Visitors to Slow Loading Times

In an age where patience is short, no-one has time for a slow-loading website. If your site takes too long to load, agents will bounce. And search engines take this into account when ranking your site.

Use tools like Google’s PageSpeed Insights to test your website’s loading speed and find areas to improve. Compress images, reduce unnecessary scripts, and leverage browser caching to speed things up. A fast website not only improves user experience but also boosts your SEO rankings.

6. Mobile Optimisation – Be Ready for Agents On the Go

Agents are constantly on the move, and mobile devices are often their primary tools. So, if your website isn’t mobile-friendly, you're missing out on a massive opportunity.

Google’s mobile-first indexing means that if your website isn’t optimised for mobile, it could affect your rankings. Ensure your site is responsive, meaning it adjusts seamlessly to different screen sizes, and that your mobile user experience is as smooth as on a desktop.

7. Build Links and Earn Authority

Building high-quality backlinks is one of the most effective ways to boost your SEO rankings. This means getting reputable sites in the property industry to link to your website. It’s like a vote of confidence from other authoritative sites, telling search engines that your content is worth linking to.

Guest blogging on industry websites, being featured in property-related media, and collaborating with influencers in the property sector can all help build your link profile.

8. Track, Measure, and Refine Your Efforts

SEO is an ongoing process. It’s not enough to implement changes and forget about them. You need to regularly monitor your website’s performance using Google Analytics or other SEO tools. Pay attention to bounce rates, page views, and keyword rankings. Keep refining your strategy based on what works and what doesn’t.

As you can see, SEO isn’t just a “set it and forget it” task; it’s an ongoing strategy that requires attention, effort, and a customer-centric approach. By focusing on agents’ needs and consistently optimising your website and content, you can ensure that your services are easily found when agents are searching for solutions.

If you're unsure which content or keywords will best, optimise your website and online presence—or if you need expert support with link building—we're here to help!

Get in touch with us at mailto:lee@angelsmedia.co.uk or give us a call on 020 8663 4989, and we'll be in touch soon!