The game has changed when it comes to creating real estate SEO audit for clients. Keyword Planner screenshots and random buckets of keyword suggestions for metadata just don’t cut it anymore.

Agency-quality real estate SEO audit reports must be thorough and easily digestible. They should include actionable items for the client with a priority list for implementation.

When putting together your real estate SEO audit report, it is crucial to know your audience. The client must be able to understand the reports you create. It’s easy to get caught up in industry terms like “copy optimization ratios” or “competitive keyword analyses”.

Remember: your audit is not useful unless the client can understand the terminology and language in the report.

You may think, “Well, if they’re paying for an SEO real estate audit, they should know the terminology.” Remember that the people who read these audits are marketing managers, who then pass the technical stuff on to their developers. A shorter audit that is clear and concise is far more valuable to the client than a fluffed out, lengthy report.

5 Keys to a Winning Real Estate SEO Audit

Read on for the 5 key elements in any real estate SEO audit:

1. Executive Summary

The Executive Summary is a concise summary of what the reader can expect to find in the report. The executive summary is also the best place to give actionable findings from the report. This high-level overview allows the reader to focus on the important details in the SEO audit as they read through it.

2. Keyword Research

Keyword research is arguably the most important element of the entire audit. The keyword research you do is essential to the rest of the audit, as they can be immediately be implemented in keyword mapping and website content. This will help your client drive qualified traffic to the website (the goal of SEO)!

Create two buckets of keyword research for the audit. These two buckets reaches users who are specifically looking for your product or service as well as users who may be indirectly searching for something similar.

Bucket 1: Branded Keywords

Branded keyword research is targeted and specific. This should be primary terms, such as the property name and neighborhood, with supporting modifiers. The supporting modifiers can include specialties and features of the specific property like “pet-friendly” or “gourmet kitchen.” Branded keywords target users looking for a specific feature or location.

Bucket 2: Non-Branded Keywords

Use non-branded keyword research to capture a wider audience. This bucket should include 3 columns:

  1. Ad Group
  2. Keyword
  3. Search Volume

This allows you to provide long-tail keywords that will target a broad variety of users. The ad groups narrow down qualified users, which allows the client to choose from a variety of optimized keywords for their website.

3. Keyword Mapping

Keyword mapping has a significant impact on local search and is relatively easy to implement. This section includes:

  • Page Titles
  • Title Tags
  • Meta Descriptions
  • Focus Keywords

The majority of real estate websites, whether apartment communities, housing communities or developers, are relatively small. These SEO tags will allow the client to make a quick and significant positive impact on local search.

4. Schema Template

A schema template is one of the most underrated SEO elements in an audit report has directions and a guide to creating a template for local business schema, corporate schema, and more. The client can give this schema template to their developer to implement along with the keyword mapping structure.

5. Social Competitive Analysis

A social competitive analysis sounds a lot more complicated than it really is. The purpose of this section is to give the client a high level overview of how they rank against their competitors in the social space. This should include Facebook, Twitter, Google+, LinkedIn, etc.. This analysis can be used to provide recommendations for a social media strategy that works in harmony with a strong SEO strategy.

No two real estate SEO audits should ever be exactly the same. However, if you follow these guidelines, you’ll create a valuable SEO report that gives your client actionable next steps that can have a fast positive effect on their website rankings.