SEO for real estate agents on WordPress

Pages every real estate agents site needs

• Neighborhood pages. Your best organic asset: what it is like to live there, housing types, typical prices you can support, commute and amenities, with your own photos.
• Agent profile page. License number, brokerage, areas served, recent sales and reviews in text. It is what people check after they find you.
• Seller guide and home valuation page. Seller leads are worth more than buyer leads, and "what is my home worth" plus your city is a steady search.
• Market report posts. Monthly or quarterly local figures from your MLS data with your commentary. Original numbers are something portals and other agents link to.
• Sold properties page. Evidence of experience in specific streets and price bands, which also answers "has this agent sold homes like mine?"

Why IDX listings rarely rank

An IDX plugin shows the same MLS listings on thousands of agent sites and on the portals. To Google, that is duplicate content with a stronger original elsewhere, and many IDX setups load listings in an iframe or through JavaScript, so the listing text is not even on your domain.

Keep IDX for visitors who want to browse, but do not count on it for traffic. If your IDX tool creates thousands of thin URLs on your domain, check how many are indexed in Search Console and consider noindexing search-result and filter pages so crawlers spend their time on the neighborhood pages. See index bloat.

Neighborhood pages that are worth ranking

A useful neighborhood page answers what a buyer asks on a first drive-through: what the housing stock is like, what sold recently and for how much, how long the commute is, where people shop, what is being built. Use your own photos and your own sales data.

Fair housing rules apply to this content. In the US, avoid describing a neighborhood by who it suits in terms tied to protected classes, such as "perfect for young families" or references to religion or ethnicity. Describe the place (parks, lot sizes, transit) and let buyers decide. School information is fine as facts with a link to the official source, not as a judgment.

RealEstateAgent schema and your Business Profile

Use RealEstateAgent, a LocalBusiness subtype, for an independent agent or a team with an office. An agent working under a brokerage can add parentOrganization for the brokerage. The areaServed property lists the cities or neighborhoods you work.

Your Business Profile should use the Real estate agent category and your real office address. If you work from home and do not meet clients there, set it up as a service-area business with the address hidden rather than inventing an office. In Hydrogen SEO, add Local Business on the Schema screen with the same details, and use breadcrumbs so neighborhood pages sit under a clear city hierarchy.

RealEstateAgent schema example

A starting point for your site. Replace every value with your own, and only mark up what is visible on the page.

{
  "@context": "https://schema.org",
  "@type": "RealEstateAgent",
  "@id": "https://example.com/#agent",
  "name": "Marisol Vega, Realtor",
  "url": "https://example.com/",
  "telephone": "+1-512-555-0139",
  "image": "https://example.com/images/marisol-vega.jpg",
  "address": {
    "@type": "PostalAddress",
    "streetAddress": "1500 W 35th St, Suite 210",
    "addressLocality": "Austin",
    "addressRegion": "TX",
    "postalCode": "78703",
    "addressCountry": "US"
  },
  "areaServed": [
    {
      "@type": "City",
      "name": "Austin"
    },
    {
      "@type": "Place",
      "name": "Hyde Park, Austin"
    }
  ],
  "parentOrganization": {
    "@type": "Organization",
    "name": "Barton Creek Realty"
  },
  "openingHoursSpecification": {
    "@type": "OpeningHoursSpecification",
    "dayOfWeek": [
      "Monday",
      "Tuesday",
      "Wednesday",
      "Thursday",
      "Friday",
      "Saturday"
    ],
    "opens": "09:00",
    "closes": "18:00"
  }
}

Checklist

• Write neighborhood pages from your own visits, photos and sales
• Check how many IDX URLs are indexed and noindex thin search pages
• Show your license number and brokerage on the profile page
• Publish a local market update on a regular schedule
• Avoid neighborhood descriptions tied to protected classes
• Set up a service-area profile if you have no client-facing office
• Use RealEstateAgent schema with areaServed and parentOrganization
• Organize neighborhood pages under city pages with breadcrumbs
• Redirect sold-listing pages you remove to the neighborhood page