Purchasing a home is like solving a complex puzzle – it requires time, effort, and the correct pieces. Just like homebuyers need the right pieces of information to make an informed decision, search engines also need the right pieces of data to understand and rank your real estate website accurately. This is where schema markup, or structured data, comes into play. It’s like the blueprint of a house, offering search engines a detailed view of your website’s content.
In this post, we’ll take a deep dive into the world of schema types that can significantly improve your real estate website’s visibility and performance. Let’s start laying the bricks one by one, shall we?
1. Local Business Schema
In the world of real estate, being recognized as a local authority is akin to being the go-to realtor in a neighborhood. Everyone knows you, trusts you, and comes to you when they want to buy or sell a property. In the digital realm, the Local Business Schema serves a similar purpose. It’s the digital equivalent of your business card, underscoring your local presence and enabling search engines to understand and highlight your business in local search results.
The Local Business Schema includes vital information like:
- Business name: This is the equivalent of the sign above your office door. It’s your identity and brand, so make sure it’s the official name and is consistent across all platforms.
- Address: This specifies your location. Just as people need to know where your office is located, search engines need to know where you operate. Be sure to include a full address with the street, city, state, and postal code.
- Phone number: This is like your open line of communication with clients. It’s essential for clients to reach out to you, and it needs to be accurate.
- Operating hours: This informs when you are available for business. Be sure to update this field if you change your operating hours.
{
"@context": "https://schema.org",
"@type": "RealEstateAgent",
"name": "ThriveByWeb",
"address": {
"@type": "PostalAddress",
"streetAddress": "123 Main St",
"addressLocality": "Your City",
"addressRegion": "Your State",
"postalCode": "12345",
"addressCountry": "USA"
},
"telephone": "(123) 456-7890",
"openingHoursSpecification": {
"@type": "OpeningHoursSpecification",
"dayOfWeek": [
"Monday",
"Tuesday",
"Wednesday",
"Thursday",
"Friday"
],
"opens": "09:00",
"closes": "17:00"
},
"sameAs": [
"http://www.facebook.com/yourbusiness",
"http://www.twitter.com/yourbusiness"
]
}
Additionally, using the “@type”: “RealEstateAgent” is recommended for a real estate business, as it provides more context about your specific type of business.
Remember, you also have the option to include additional details such as your social media profiles in the ‘sameAs’ array. Like a business card with your Facebook or LinkedIn handle, it offers more ways for clients to connect with you.
So, just as a well-placed sign brings potential buyers to a house for sale, a well-implemented Local Business Schema can help bring more potential clients to your real estate website.
2. Product Schema
In real estate, your “products” are the homes and properties you’re marketing. Each property is unique, with its own selling points and features. Just as you would highlight these features in a property listing, the Product Schema enables you to spotlight these characteristics online, allowing search engines to better understand what you’re offering and to present this information attractively in the search results.
The Product Schema includes details like:
- Name: This is the name or title of the property listing.
- Description: This is a brief summary of the property, where you can highlight unique features or selling points.
- Image: This allows you to include a URL to an image of the property.
- URL: This is the link to the listing on your website.
- Offers: This subsection allows you to specify the price of the property and the currency.
{
"@context": "https://schema.org/",
"@type": "Product",
"name": "Stunning 4 Bedroom House in Downtown",
"image": [
"https://example.com/photos/1x1/photo.jpg",
"https://example.com/photos/4x3/photo.jpg",
"https://example.com/photos/16x9/photo.jpg"
],
"description": "4 bedroom, 3 bathroom house in downtown with spacious garden and modern design.",
"sku": "0446310786",
"mpn": "925872",
"brand": {
"@type": "Brand",
"name": "ThriveByWeb"
},
"offers": {
"@type": "Offer",
"url": "https://example.com/real-estate/property/villa-in-downtown",
"priceCurrency": "USD",
"price": "550000",
"priceValidUntil": "2023-11-05",
"itemCondition": "https://schema.org/UsedCondition",
"availability": "https://schema.org/InStock",
"seller": {
"@type": "RealEstateAgent",
"name": "ThriveByWeb"
}
}
}
To relate this back to real estate terms, think of the Product Schema as a digital “For Sale” sign that you place in front of each property. It tells the search engine (and thereby, the searcher) what you’re selling, how much it costs, and where they can find more information.
Just as a well-placed and well-designed “For Sale” sign can attract attention and bring in potential buyers, a well-implemented Product Schema can make your listings stand out in the search results, increasing the chances that potential buyers will click through to your site.
3. Review Schema
Word-of-mouth referrals and testimonials are worth their weight in gold. If previous clients were happy with your service and took the time to share their experience, new potential clients are more likely to trust you. The Review Schema plays a similar role online; it highlights the ratings and reviews your business has received, providing social proof to help potential clients feel more confident about choosing your services.
The Review Schema can include details like:
- The item that the review is about: In your case, this might be your real estate agency as a whole or a particular property you’re listing.
- The author of the review: This helps provide authenticity to the review.
- The review body: This is the actual text of the review.
- The rating: This is the star rating out of 5 that the reviewer has given you or your property.
Here’s an example of what a Review Schema might look like:
{
"@context": "https://schema.org",
"@type": "Review",
"itemReviewed": {
"@type": "Service",
"name": "Real Estate Services"
},
"author": {
"@type": "Person",
"name": "Jane Doe"
},
"reviewBody": "ThriveByWeb made the home buying process easy and stress-free. I would highly recommend their services to anyone looking to buy a home!",
"reviewRating": {
"@type": "Rating",
"ratingValue": "5"
}
}
The Review Schema is like having a client testimonial on a billboard for everyone to see. It allows potential clients to see what others have thought about your services, making them more likely to trust you and choose your business.
Just as a glowing client testimonial can attract potential buyers or sellers, a well-implemented Review Schema can boost your credibility online, improve your SEO, and ultimately, increase your client base.
4. FAQ Schema
The FAQ (Frequently Asked Questions) Schema is a way of addressing common queries potential clients might have. Real estate transactions involve many steps and complex concepts, and most clients have a multitude of questions. The FAQ Schema allows you to present these questions and answers directly in the search results, providing valuable information and saving users a click.
The FAQ Schema can include details like:
- The question: A common query you encounter in your real estate business.
- The answer: A concise and clear answer to the question.
Here’s an example of what an FAQ Schema might look like:
{
"@context": "https://schema.org",
"@type": "FAQPage",
"mainEntity": [{
"@type": "Question",
"name": "What does it mean when a house is 'under contract'?",
"acceptedAnswer": {
"@type": "Answer",
"text": "When a house is 'under contract', it means a buyer has made an offer on the property and the seller has accepted it. However, the sale is not final until certain conditions are met, such as a home inspection or financing approval."
}
}, {
"@type": "Question",
"name": "What is a 'buyer's market'?",
"acceptedAnswer": {
"@type": "Answer",
"text": "A 'buyer's market' refers to a real estate market where the supply (available properties) exceeds the demand (number of buyers). This gives buyers an advantage as they have more choice and can negotiate lower prices."
}
}]
}
Using an FAQ Schema on your real estate website is like having a seasoned real estate agent on standby, ready to provide immediate answers to the most common queries. It allows you to provide direct answers to potential clients and improve their experience on your website.
Just as a knowledgeable agent can guide clients through the real estate process, a well-implemented FAQ Schema can improve your SEO rankings, provide valuable information to clients, and enhance your online presence.
5. Breadcrumb Schema
Navigating through a real estate website can sometimes be as complex as navigating through a large property. Breadcrumb Schema, named after the trail of breadcrumbs left by Hansel and Gretel in the famous fairy tale, helps your website visitors understand their path through your site. This not only enhances the user experience but also allows search engines to understand the structure of your website better.
The Breadcrumb Schema can include details like:
- The title of the page
- The position in the hierarchy
- The URL of the page
Here’s an example of what a Breadcrumb Schema might look like:
{
"@context": "https://schema.org",
"@type": "BreadcrumbList",
"itemListElement": [{
"@type": "ListItem",
"position": 1,
"name": "Home",
"item": "https://example.com"
},{
"@type": "ListItem",
"position": 2,
"name": "Properties",
"item": "https://example.com/properties"
},{
"@type": "ListItem",
"position": 3,
"name": "4 Bedroom House in Downtown",
"item": "https://example.com/properties/4-bedroom-house-in-downtown"
}]
}
Think of the Breadcrumb Schema as the real estate equivalent of floor plans or signboards at an open house. Just as these elements help visitors understand the layout and navigate through the property, breadcrumb navigation helps users understand where they are on your website and navigate through it more efficiently.
Just like a well-organized open house can engage visitors and make them stay longer, a well-implemented Breadcrumb Schema can enhance the user experience, reduce bounce rates, and improve your website’s SEO performance.
By using these different schema types, you’re giving your real estate website the best chance of standing out in the crowded online property market. Just like staging a house, it helps present your website in the best possible light to search engines, enhancing your visibility, improving your rankings, and ultimately, helping potential buyers find their dream home with you.
