How to analyse your competitors to optimise your real estate website like an SEO expert

In this video, Lluís Jiménez explains how to carry out a competitor analysis in the real estate sector, a key step to improving your website's SEO and standing out from other agencies. Through practical examples, you'll see how to identify your competitors, study their website structure, improve your categories and content, and apply what you've learnt to set yourself apart.

Why is it essential to analyse your competitors in the real estate sector?

After working with some of the leading real estate agencies in Spain, I've learnt that successful real estate websites have something in common: they all analyse their competition. However, it isn't just about copying what they do, but about understanding it, adapting it and improving on it to offer a unique proposition that lets you stand out in the sector.

Steps for an effective competitive analysis for real estate agencies

Identifying key competitors in the real estate market

The first thing you should do is identify your direct competitors. Use tools such as Google Search to find real estate agencies that rank well in your area. You can also turn to platforms such as Ahrefs or Semrush for more detailed data on their SEO strategies.

Studying your real estate competitors' website structure

Once you know who your competitors are, visit their websites and look at how they structure their categories. Do they have pages dedicated to specific types of property, such as luxury flats or family villas? This kind of segmentation is key to attracting different client profiles. Take note of what they do well and adapt those tactics to your own real estate website.

Optimising categories and content on your real estate website

Look at how your competitors optimise their pages. For example, the websites of the big luxury real estate agencies usually organise their URLs by city and by property type (flats, houses, penthouses) and work each page towards a specific search, such as “buy a house in Barcelona”. That way they attract exactly the people searching for it.

Implementing transactional content for real estate agencies

Transactional content doesn't just attract traffic: it turns visitors into clients. A good example is the real estate agencies in Marbella that create content about specific areas or property types, which not only improves their SEO but also makes it easier for users to make better-informed buying decisions.

Keyword research and SEO content improvements for real estate agencies

Keywords are essential. Tools such as Google Keyword Planner, Semrush or Ahrefs will show you which terms your competitors rank for. If you find that your competitors aren't using certain keywords relevant to your area, you have the chance to outrank them in the search results.

How to apply what you've learnt to your real estate website

Imagine you have a real estate agency in Lleida and want to improve your “Properties for sale” page. After analysing your competitors, you could adopt their categories and add value by including extra content, such as a blog explaining why investing in that area is an excellent choice. With a better-optimised website structure, you won't just be replicating what works: you'll be improving on it.

Practical example: SEO optimisation of a real estate website in Lleida

In our Lleida example, we've noticed that competitors get a lot of traffic on categories such as “houses for sale”. To stand out, you could improve this category by adding detailed analysis of the local market, including statistics, testimonials and internal links pointing to other pages that describe the properties' features in detail.

Optimise your real estate website

Carrying out a competitive analysis is one of the most powerful strategies for improving your SEO. Learning from the best, adapting it to your market and improving on it is key to ranking your real estate website and attracting more quality traffic. By following these steps and using these tools, you'll be much closer to standing out in the real estate sector.