Dynamic Suburb Profiles: Real Estate Website Feature To Boost Your Google Rankings
4 minute read

Do you want to rank on page 1 of Google for every suburb you service?

Let’s be honest… who doesn’t!?

But first, there’s a joke that asks, “Where should you bury something that you don’t want people to find?”

Answer: On the second page of Google.

Sure, it’s corny. But there’s still some truth to that statement. 75% of people will never scroll past the first page on a Google search, which is why you need to rank on page 1 of Google when homeowners are searching for local real estate agents to sell their property.

Google loves fresh, hyper-local content. It rewards real estate businesses with improved rankings who are regularly publishing fresh content on their website.

Dynamic suburb profile pages serve as a signal to Google that you are the real estate experts in that area. As the Googlebot crawls your website, it picks up all of that great content and stores it on its servers.

If implemented properly, these pages can significantly increase your Google rankings in all of the suburbs you service when home sellers are searching for “real estate agents <insert_your_suburb_here>”.

You might think you already have suburb profile pages on your website but not all suburb profiles are equal.

Simply posting a short blurb about the area, a video and some photos isn’t going to cut it – especially in metropolitan areas of Australia where you have multiple other agencies servicing those suburbs. Your suburb profile pages need to be much more in-depth and provide multiple references to the area, your business, your listings and property market data.

These pages also need to be regularly updated to ensure the information is up-to-date and relevant.

Example: 

Place Newmarket’s suburb profiles feature a detailed suburb overview, description of their business, recent listings, current listings and property data that is pulled in, in real-time, from Domain’s API.

A suburb profile page also exists for every suburb where their agency has ever sold or leased a property.

If their agents list a property in a new suburb, a new suburb profile page is automatically created and new suburbs can be added manually should their business be wishing to expand into new areas.

Given the data is dynamic, as listings change and property data gets updated at Domain, these dynamic suburb profile pages are showing Google that Place Newmarket is constantly publishing fresh content. And this translates into higher Google rankings for their business, and its agents, in every suburb they service.

Depending on your website’s domain authority and the steps your website developer and/or SEO team specialist have taken to implement this feature, dynamic suburb profile pages can potentially start to appear in Google’s search results and boost your rankings very quickly.

Take for example Place Newmarket’s Mitchelton suburb profile for example, which rose to position #3 on page #1 of Google search results for “real estate agents Mitchelton” within just three weeks of being added to their website – positioning their business at the top of Google search results for a popular keyphrase, overtaking other offices in the area with well established businesses in the local area.

Previously, Place Newmarket’s website appeared on page 4 of Google for the same search phrase.

Check out some more examples of real estate websites with dynamic suburb profiles:

How can I get this on my website?

If you are considering the approach outlined in this article to add suburb profile pages to your website, your web developer will require a sound knowledge of how to integrate APIs with your website and your website must be able to accommodate the use of APIs.

Manually updating suburb profile pages on your website to this level, for every suburb you service, is too big of a job for one person. For these pages to be effective, you will need to integrate your website with a third-party data provider so the data can be updated automatically.

Also, it’s important to remember that organic SEO is a long term strategy that yields consistent results over time. Adding this feature to your website and expecting it to bring in a tonne of leads overnight is not realistic. It takes time to establish prime position in Google’s organic (non-paid) search results for each suburb you service and dynamic suburb profile pages can certainly help you achieve this much quicker, but they are not the only strategy you should be considering. Your digital marketing partner should be advising you on a range of other strategies to ensure your business can be found online and how to stand out among all the noise.

If you are a Stepps client, send us a message here to enquire about having this feature added to your website.

If you are not yet a Stepps website client, but you are considering building a new website, learn more about our approach to web design and check out some of our recent projects here.