What property buyers actually search for
Buyers search by configuration, locality and budget, and later by project name. The portals win most broad searches, so your own site should target the specific ones they can't cover as well.
- Configuration and place: "3 BHK flats in Kokapet", "villas in Sarjapur Road Bengaluru", "gated community apartments near me".
- Budget: "2 BHK under 80 lakhs in Hyderabad", "ready to move flats under 1 crore".
- Project and builder: "project name price", "builder name reviews", "project name RERA number".
- Questions: "is Tellapur a good place to buy a flat", "what is the registration charge in Telangana".
Check real search phrasing for your localities with the Keyword Explorer.
Which pages a real estate site needs
- One page per project with configurations, carpet areas, price range, RERA registration number, possession date, amenities, floor plans and location map.
- Locality pages for the areas you build or sell in, covering connectivity, schools, hospitals and upcoming infrastructure in factual terms.
- Configuration pages such as "3 BHK flats in Gachibowli" when you have enough real stock to fill them.
- Buyer guides on home loans, stamp duty, registration and the buying process in your state.
- An About page with company history, completed projects and leadership, which builds trust with buyers and AI assistants.
Keep the URL for each project stable after possession. Old project pages keep earning searches and links; if one must move, set up a redirect and test it with the Redirect Checker.
Page-level must-haves
- Titles that lead with the configuration and place: "3 BHK Flats in Kokapet, Hyderabad | Project Name".
- Schema: RealEstateAgent or Organization for the business, with address and contact details; Residence or Place details and Offer for project pages where it fits. Build it with the Schema Generator.
- Floor plans and brochures as HTML text, not only as PDFs or images, so search engines can read configurations and sizes.
- Descriptive alt text on renders and site photos ("clubhouse swimming pool at Project Name, Kokapet").
- Fast pages. Large render galleries slow sites down; test with Page Speed.
Google Business Profile and local signals
Create a Google Business Profile for your head office and, where allowed, for staffed site offices that receive visitors. Use the correct category (Real estate developer or Real estate agency), add project photos, and post updates on construction progress. Keep your company name, address and phone the same on your site, the portals and RERA records.
Reviews carry weight for builders because buyers worry about delays and quality. Ask buyers who have taken possession to review you, and reply to complaints calmly with facts about what you are doing. For brokers, list the localities you cover in your profile description and on your site, and make sure each listing on 99acres, MagicBricks or Housing links back to the matching page on your own site rather than only to the homepage. That helps buyers and search engines connect your listings to your business.
AEO and GEO for real estate
Answer buyer questions directly on project and locality pages: "What is the possession date?", "Is the project RERA approved?", "How far is it from the airport?" Use 40 to 60 word answers with FAQPage schema from the FAQ Schema generator.
When someone asks ChatGPT for "good builders in Hyderabad" or "gated communities on Sarjapur Road", AI assistants rely on clear facts they can verify: completed projects, years in business, RERA numbers and localities. State these plainly on your site, allow AI crawlers with AI robots rules, and add an llms.txt file.
Common real estate SEO mistakes
- Launching every project on a separate microsite that splits authority and gets abandoned after sales close.
- Hiding prices and RERA numbers behind enquiry forms, which leaves nothing for search engines or buyers to read.
- Exaggerated claims like "guaranteed returns" or "5 minutes from the airport" when it isn't true. RERA rules require advertisements to be accurate, so keep claims factual.
- Removing sold-out project pages, losing the searches and links they had earned.
How SEO Studio helps
Paste your homepage into SEO Studio and it maps one primary keyword to each project and locality page, then writes titles, meta descriptions, FAQ answers, schema, social tags and llms.txt for up to 50 pages. You can push the changes to WordPress and get monthly monitoring, free. Use the SEO checklist for anything left after that.
Check your site free
SEO Studio checks every page of your website for SEO, AEO and GEO and writes what's missing: keywords, titles, descriptions, FAQ answers, schema, alt text, llms.txt and AI crawler rules. Free, no account needed.
Questions
Can a builder's website rank above property portals?
For broad searches like "flats in Hyderabad", portals usually win. For project names, specific localities and detailed questions, a builder's own site can rank well if each project has a full page with prices, floor plans, RERA details and answers to buyer questions. That is where to focus first.
Should each real estate project have its own website?
Usually not. A page or section on your main domain builds on the trust your company site already has and stays useful after the project sells out. Separate microsites split that authority and are often left to expire, which loses every search and link they had earned.
What schema should a real estate website use?
Use RealEstateAgent or Organization for the business with name, address, phone and logo. On project pages, describe the place and add Offer details such as price range where they are accurate. Add FAQPage schema to pages that answer buyer questions, and BreadcrumbList to help search engines understand your structure.
Should I show the RERA number on my website?
Yes. RERA rules require registered projects to display the registration number in their advertisements, and that includes your website. It also helps buyers and AI assistants verify the project, so show it clearly on each project page along with the RERA website address for your state.