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Summary

  1. Real estate portals: the big winners of SEO in 2024
  2. Traditional agencies: growing digitalization
  3. New agencies and brokers: aggressive and innovative SEO strategies
  4. The role of SEA in the real estate sector: a still important but declining lever
  5. SEO trends to watch in 2024: local optimization, content, and mobile

The real estate market in 2024 is at a crossroads between tradition and strong digitalization. Industry players must constantly adapt to evolving digital tools to maintain their visibility in a rapidly changing competitive landscape. Portals, agencies, brokers, and real estate companies are competing in the organic and paid search engine optimization (SEO) arena. But what is their true relationship to SEO strategy, and more importantly, what impact do they have on online visibility? Let’s start with a solid foundation to decipher what will shape dominance in 2024.

Real estate portals: the undisputed leaders in SEO in 2024

Discover real estate market trends and analyses, with expert advice for investing wisely, buying, or selling your property. Stay informed about developments and opportunities in the real estate sector.

Real estate portals will still occupy a predominant place in the world of SEO in 2024. According to the latest Eskimoz Barometer, these platforms attract a majority of organic traffic, with impressive growth: 388 million SEO visits in France alone. A surge of 225 million compared to 2023, proof that their content and technical optimization strategy is paying off. Se Loger leads the way with a 32% market share, followed by Bien Ici (11%) and Le Figaro Immobilier (9%). Their secret? A perfect mastery of SEO based on three essential pillars: technical SEO, optimized content and acquisition of backlinks.

The techniques employed by these companies are impressive, including:

  • An ultra-fast, responsive, and well-structured site for Google
  • Relevant content writing, in line with user expectations
  • An effective inbound link strategy, ensuring the site’s credibility

According to Andréa Bensaid, CEO of Eskimoz, these portals have been able to respond to “generic queries” with precision, which gives them an almost unassailable position for keywords such as “house for sale,” “apartment for rent,” or “real estate appraisal.” Their rich content combined with a solid architecture allows them to remain at the top. To compete, traditional real estate agencies must seriously review their SEO approach. The key lies in creating more targeted, more local content and in technical optimization to gain a place alongside the industry giants.

Traditional real estate agencies: a digital transformation underway

Discover the latest trends and analyses of the real estate market. Learn about investment opportunities, property prices, and forecasts for the future of the sector. Whether you're a buyer, seller, or investor, stay up-to-date with developments in the real estate market.

Historic agencies like Foncia, Century 21, and Orpi are not far behind in 2024. They understand that without a strong online presence, their business risks stagnating or declining. The majority of them are experiencing growth in their SEO traffic. According to a recent study, they total approximately 76 million organic visits. , up 40 million compared to 2023. The key now lies in strengthening local SEO, effectively managing Google My Business listings, and regularly producing content (blog articles, buying guides, advice). The challenge is to avoid their SEO remaining too general and to move towards more refined optimization.Strategies that work?

Prioritize local SEO by using specific geographic keywords such as “real estate agency Paris 10th”

  1. Update their Google listing with authentic customer reviews and up-to-date photos
  2. Offer targeted content for each neighborhood or city they serve
  3. Rely on digital tools for scheduling appointments and enhanced online follow-up
  4. This shift toward digitalization requires investments in content and SEO to continue gaining visibility. Some agencies, particularly those in the Guy Hoquet and Le Bon Coin networks, have gotten a head start by integrating these new practices as early as 2024. Differentiation will increasingly be based on their ability to provide accurate, local content and optimize their presence on Google Maps. The question is no longer if, but how they can use SEO to more effectively sell their expertise.

New real estate agencies and brokers: ultra-mobile and targeted SEO strategies

Discover the latest trends and analyses of the real estate market. Get expert advice on investing effectively and navigating the real estate sector successfully.

The new agency sector, such as IAD France or Safti, as well as brokers like Meilleur Taux or Empruntis, are boosting their online presence through highly aggressive SEO strategies. With approximately 12 million SEO visits,

This year, these players are focusing primarily on generic searches and their ability to capture non-brand traffic, i.e., traffic without mentioning their specific name. IAD France, for example, alone accounts for 47% of the market share in this segment. What are they prioritizing? Extensive optimization of loan simulation or appraisal pages

A seamless user experience with chatbots, interactive tools, and personalized content

  • A strong presence on queries related to mortgage loans and rates
  • According to Andréa Bensaid, these strategies enable effective traffic capture through highly targeted content. The competition also depends on the ability to offer a simple and effective user experience, combined with a strong presence on keywords related to real estate financing. Furthermore, the proportion of non-brand traffic now reaches 94%, meaning that these players are focusing on winning new customers through targeted and effective SEO. The Importance of SEA in Real Estate: A Still Relevant Lever in 2024
  • SEA, or paid advertising on Google, saw a slight decline in 2024, dropping from 5% to 4% of total traffic in the sector. However, its role remains strategic, especially for one-off campaigns or for immediate visibility. Purchasing keywords like “best real estate rates 2024” or “free estimate” continues to attract qualified clicks, but the cost of these campaigns is increasing, which encourages more careful budget management.

The advantages of SEA?

Instant visibility on highly competitive searches

Precise targeting by geography or interest

Ability to quickly generate qualified leads—ideal for targeted sales campaigns

  • But, faced with rising costs per click (CPC), many companies like Foncia and Le Bon Coin are now more cautious. Their strategy is to complement SEA with enhanced natural SEO. The need to master both organic content and paid advertising is becoming key to dominance in both the short and long term, as several industry experts highlight, notably in this detailed report.
  • Major developments in real estate SEO in 2024: key trends to watch
  • User behavior and Google algorithms are requiring a major overhaul of SEO strategies. The first trend? The rise of local SEO and proximity searches. A study shows that queries such as “real estate agency nearby” have increased by +43% in one year, pushing all companies to optimize their local presence more than ever. Geolocation is becoming a determining factor in their visibility. Other major areas include:

A focus on local and precise content, incorporating geographic keywords The implementation of simulators, guides, and interactive tools to meet the new expectations of Internet usersIncreased optimization for mobile, with the majority of traffic coming from smartphones—84% in 2024

An audience predominantly over 45, who favor rich, detailed content for their decisions

To meet these requirements, professionals must revise their SEO strategy year after year. Constantly updating Google My Business listings, effective internal linking, and content that addresses geographic specificities are essential. As the report available here shows, mastering local SEO remains the top priority in 2025.

FAQ: Real Estate SEO in 2025

  • What is the role of major portals like SeLoger and Le Bon Coin in 2025?
  • They remain the major players in real estate SEO, largely dominating the market with a highly honed content and backlink strategy. Their expertise allows them to maintain their leading position against traditional and new agencies.
  • How can local agencies boost their visibility in 2025?
  • By investing in local SEO, particularly by optimizing Google My Business, producing local content, and strengthening their presence on specific geographic keywords.

Does SEA still have a place in 2025? Yes, but mainly for highly targeted campaigns or to test new markets. The majority of players are now relying on natural referencing to reduce long-term costs.What SEO tools are essential to remain competitive in 2025? Tools for local keyword analysis, backlink management, ranking tracking, and interactive simulators are among the essentials.

Will search trends continue to evolve?

  • Absolutely. The rise of mobile search and geolocation requests requires constant adaptation of digital strategies. Source:
  • monimmeuble.com

Kevin Grillot

Écrit par

Kevin Grillot

Consultant Webmarketing & Expert SEO.