Introduction
Ranking highly on search engines is vital for estate agents all over the country and it doesn’t happen by accident. Ranking takes time, effort and a good plan. The best place to start is through in-depth research into your local area, highlighting who ranks for what keywords and in which postcodes.
Methodology for Assessing Agency Rankings in Yorkshire
How We Rank Agencies
With our partners Roar, a digital marketing agency specialising in data and location marketing, we’ve been closely monitoring a wide array of relevant paid and organic search results across 4,000 towns, counties, and postcodes throughout the UK every month over the past few years. For each of these locations, we meticulously record which businesses appear in search results for a range of keyword searches, such as “estate agency in Leeds,” “value my house in York,” or “how much is my house worth in Sheffield?”
This extensive data collection has allowed us to build a comprehensive picture of how different estate agencies are found on Google across the country, with the ability to zoom in on specific areas like Yorkshire.
At the national level, Rightmove and Zoopla continue to dominate with an overwhelming organic presence, largely due to their online-first nature, enabling them to be visible in virtually any UK location. Your Move stands out as the agency with the most widespread exposure on Google, bolstered by a strong organic presence complemented by map listings. On The Market and Yopa also feature prominently, though they rely slightly more on paid search exposure. Beyond these, well-known chains with extensive branch networks, such as Hamptons, are also highly visible on a national scale, as expected.
Organic Rankings in Yorkshire
In Yorkshire (our data analyses the North, South, West and East Riding of Yorkshire), the property market thrives amongst the rolling hills and picturesque scenes. With numerous beautiful properties it’s no surprise that there are a substantial number of searches being made every month—9,400 across 253 locations in July 2024—highlighting the importance of a robust organic search presence for estate agents operating in the region.
While national players dominate the landscape, it’s clear that there are opportunities for more localised agencies to carve out significant niches through local SEO. Companies like William H Brown and Hunters have effectively established themselves with a broad reach across many locations, indicating the strength of a well-rounded SEO strategy. William H Brown, for example, covers over 200 Yorkshire locations, and Hunters spans 234 locations, showcasing the effectiveness of their strategies in ensuring visibility across Yorkshire.
Moreover, agencies such as Yopa, the online agency, has also secured notable positions in the organic search results. Covering all 253 locations and maintaining an impressive average position of 6th on Google, it’s evident that their tailored approach to the Yorkshire market is yielding results. As an online agency they are in an advantageous position to run local SEO campaigns across all areas, but their success is clearly evidence of a well structured and executed campaign.
For estate agents in Yorkshire, understanding these dynamics is critical. Competing head-to-head with larger, national brands across every location may be daunting, but focusing on localised, hyper-specific SEO strategies can provide smaller agencies with a competitive edge, especially in those small villages where reputation is everything. By creating content that deeply resonates with the local community and targeting niche keywords specific to Yorkshire’s diverse regions, these agencies can not only maintain but potentially enhance their visibility and attract a more engaged client base seeking personalised, localised service.
This approach allows for significant visibility in the organic search rankings, drawing in potential clients who are looking for estate agents with deep local expertise and a personalised approach to property in Yorkshire.
We can offer a detailed, personalised report for your agency, helping you understand how you currently compare with your competitors in the Yorkshire area and within your branch locations. Whether at the town level, county-wide, or even down to specific postcodes, this insight will allow you to refine your SEO strategy and enhance your visibility in the most relevant areas for your business. Please just get in touch and we’ll be delighted to help.
Domain Authority in SEO Explained
Your domain authority is a score out of 100 that indicates how trustworthy your website is to search engines. It’s a crucial factor in determining how likely your agency is to rank well on Google.
This score can be evaluated using tools like Moz, SEMRush, and Ahrefs, and it largely depends on the quantity and quality of other websites linking back to yours. A higher domain authority generally leads to better visibility and higher rankings, as search engines perceive your site as more credible and trustworthy.
Several factors influence domain authority, including a strong backlink profile, high-quality and relevant content that naturally attracts links, maintaining an active social media presence, optimising on-page SEO elements like meta tags and URL structures, and ensuring your website is user-friendly, with fast loading times and mobile responsiveness.
But why is this important for your agency’s rankings in Yorkshire or your local area?
Smaller, local agencies may struggle to compete on a national level with the larger players, but they can gain a competitive edge in local search results by boosting their domain authority and implementing effective local SEO strategies.
By optimising their homepage and key pages, smaller agencies can achieve high rankings for localised searches, driving relevant traffic and generating leads.
Websites with a higher domain authority are more likely to rank well for competitive keywords, even with fewer backlinks, as Google and other search engines recognise them as trustworthy, high-quality sites. Therefore, improving your domain authority is a vital first step in enhancing your organic search rankings.
A Closer Look: North Yorkshire
Let’s take a closer look at North Yorkshire specifically: the area offers a unique blend of stunning landscapes and historic charm, making it a sought-after destination for both residents and visitors alike.
Local winners:
The North Yorkshire property market in July reveals a competitive landscape where both local and regional agencies vie for visibility. With 2,758 searches across 72 locations, it’s clear that the region is a focal point for both homebuyers and estate agents.
William H Brown stands out with 32 searches across 25 different locations, achieving an average position of 4th. This relatively strong positioning suggests that the agency has implemented effective SEO practices and possibly enjoys a good reputation in the local market. Their broad coverage combined with a decent average position indicates they are well-placed to attract local clients.
On the other hand, P H Estate Agents and Selwyn Hedgley cover fewer locations— just 15 each—but have managed to maintain average positions of 5th and 3rd, respectively. This suggests that these agencies are perhaps more focused on niche markets within North Yorkshire, allowing them to perform well in specific areas even with less extensive coverage.
The Role of SEO in Ranking
SEO (Search Engine Optimisation)
Basic SEO practices are essential, which we explore in detail in other dedicated posts. Once you’ve covered the essentials like content marketing, crafting effective meta descriptions, and setting appropriate titles, it’s time to shift your focus to long-tail SEO to attract more targeted traffic. This strategy involves optimising for more specific, less common search terms that are closely aligned with your business offerings and the needs of your potential clients.
For example, by optimising for a phrase like “3-bedroom house in Harrogate,” you can drive substantial traffic if implemented correctly. This can be achieved through blog articles, local area guides, or comprehensive content that performs well in on-page search results.
Simultaneously, it’s crucial to refine technical SEO elements such as website speed and mobile compatibility, while also developing a strong backlink profile. These combined efforts signal to Google that your content is not only relevant but also high-quality, which in turn enhances your domain authority and improves your overall search rankings.
When should I optimise my site for search engines?
The short answer is that you should continually optimise your site for search engines and new updates but this can be a huge task and it can be overwhelming to know where to start. Experts recommend that you create and work through your SEO strategy with an agency all the time, but also in advance of and during a website build.
Homeflow sites have all the necessary tools to ensure your site ranks highly and can house optimised content. However, if you are already operating your website, then making regular small changes that impact SEO is a sound strategy.
Steps for Understanding and Improving Your Rankings
1. Request a Company Report: Analyse your firm’s performance, identifying strong and weak areas within your company intelligence report. You can also see how your competitors are performing in your area too. (You can request analysis on your agency with the form below).
2. Check Your Domain Authority: Use tools to see where you stand and how easy it will be to improve your ranking.
3. Optimise Technical SEO: Ensure your meta titles and URL structures are optimised.
4. Consult with Experts: Book a free consultation with Homeflow to analyse your paid and organic rankings and provide actionable insights to improve your digital marketing strategy. Whether that’s an updated website, performance marketing techniques or a custom strategy based on your specific needs.
By following these steps, you can enhance your visibility, attract more clients, and stay ahead of the competition in Yorkshire.