Real Estate SEO: From Zero to Page One on Google in 6 Months
Real Estate SEO
New real estate website with no visibility and nonexistent inbound leads
The Initial State: No Visibility, No Traffic, Poor Structure
When Propperty approached us, they had just launched their new real estate website aimed at the residential property market in Gurgaon. Despite having a good inventory and local network, the website was practically invisible in search engines, and inbound leads were nonexistent.
Problems Identified:
- Website traffic was under 100 users in the entire first month
- Pages had generic, non-keyword URLs like /page1 or /about-us
- No keyword strategy or optimization for search intent
- Missing meta tags, no header structure (H1-H3), and no internal linking
- Poor performance metrics: slow load times, unoptimized for mobile, failed Core Web Vitals
- No Google Business Profile, no presence in local citations
- Thin, generic content with no location-specific relevance or trust factors
Multi-phase SEO strategy with clear goal: make Propperty discoverable on Google
Primary Goal
Make Propperty discoverable on Google for local real estate buyers searching for homes in Gurgaon
Services Provided
SEO Strategy, Technical SEO, On-Page SEO, Content Strategy, Local SEO
Location Focus
Gurgaon, Haryana
Target Market
Residential Property Sales
Hyperlocal intent targeting using SEMrush and Google Keyword Planner
Keyword Research for Hyperlocal Intent
Using SEMrush and Google Keyword Planner, we identified high-converting, long-tail queries based on buyer intent:
Example Keywords:
Focus Areas:
- Exact match keywords to capture transactional queries
- Phrase and broad match to cover variations
- Long-tail, hyperlocal keywords with low competition but high intent
Step-by-step breakdown of our comprehensive SEO approach
1. On-Page SEO and Structural Optimization
URL Optimization
We changed all URLs from generic slugs to keyword-rich ones:
- /page1 became /flats-sale-gurgaon-sector-56
- /about became /property-dealer-in-gurgaon
Header Hierarchy and Meta Tags
We structured every page with:
- H1: Target primary keyword (e.g., "Flats for Sale in Gurgaon Sector 56")
- divs: Property types, availability, and builder details
- H3s: Nearby amenities, location benefits, and society reviews
Meta titles and descriptions were rewritten to improve CTR and include location modifiers.
Internal Linking Strategy
- Linked blogs to listings and forms
- Created user paths like: blog → property page → form → about us/testimonials
- Reduced bounce rate and improved site crawlability
2. Local SEO and Google Business Optimization
- Claimed and optimized Propperty's Google Business Profile (GBP)
- Added full address, service areas, categories, business hours, and images
- Submitted the business to local real estate directories like Housing.com, Commonfloor, Sulekha, and PropertyWala
- Earned backlinks from local real estate blogs and community sites
3. Content Strategy: Localized and Sector-Based
We created content for:
- Major Gurgaon sectors (e.g., Sector 49, Sector 56, Sector 57, Sushant Lok)
- Specific societies (e.g., Vipul Greens, Orchid Petals)
Each page included:
- Builder history and price trends
- Unit configurations (2BHK, 3BHK, etc.)
- Availability and contact form
- Embedded Google Maps
To boost semantic relevance, we added outbound links to local institutions like:
- Schools (e.g., The Heritage School)
- Hospitals (e.g., Fortis Sector 44)
- Grocery stores, gyms, banks, and shopping areas
These outbound authority links acted as co-citation signals, boosting local trust and SEO.
4. Community Engagement: Forum for Buyers and Sellers
We built a community forum on the website to:
- Answer buyer queries about real estate laws, builder reviews, and legal documents
- Allow users to discuss investment trends in Gurgaon
- Improve engagement metrics and boost topical authority
5. Technical SEO and Performance Improvements
- Compressed large images and enabled lazy loading
- Minified CSS and JavaScript for faster loads
- Optimized for mobile responsiveness
- Added property schema and local business structured data
- Improved Core Web Vitals, especially Largest Contentful Paint and First Input Delay
Outstanding performance metrics and dramatic improvements
Rankings
| Ranking Achievement | Result |
|---|---|
| Ranked #1 for long-tail keywords | 14 keywords including "2BHK in Gurgaon sector 56" |
| Top 5 positions | Over 28 other relevant terms |
| Page One rankings | More than 50 keywords ranking on Page One in Google |
Traffic Performance
| Traffic Metric | Before (Month 1) | After (Month 6) |
|---|---|---|
| Organic Users | <100 users | Over 5000 organic users |
| Bounce Rate | - | Dropped by 38% |
| Session Duration | - | Increased to 2.4 minutes |
| Lead Source | 0% organic | 75% of new leads from organic traffic |
Google Business Performance
- 600% increase in map pack visibility
- Direct and discovery searches up across all branded and local keywords
Community Engagement
- Forum attracted steady weekly traffic and questions
- Helped position Propperty as a trusted voice in Gurgaon real estate
Insights and lessons learned from this successful SEO transformation
- Hyperlocal Targeting: Hyperlocal and long-tail keyword targeting can help new agencies outrank big real estate portals
- Technical Foundation: Clean URL and heading structure helps Google index pages properly
- Local Authority: Local citations, outbound links to real institutions, and maps build authority
- Community Engagement: A community forum can build trust, improve dwell time, and position your brand
- Performance Matters: Technical performance is as important as content when it comes to rankings