Google’s latest core algorithm update, released in March 2025, brings important changes that real estate professionals need to be aware of. With online competition fiercer than ever, staying ahead of these updates is key to making sure potential clients can find you.

What’s Changing with Google’s Core Update?

Google’s core updates are big-picture changes to how it evaluates and ranks websites. Unlike smaller updates that tweak specific search features, these updates take a broader look at what makes content valuable and relevant. This time, the focus is on expertise, authority, and trust—often called E-A-T in SEO.

For real estate professionals, this means Google isn’t just looking at keywords anymore. It’s prioritizing content that provides real value to buyers and sellers, helping them make informed decisions rather than just scanning basic property descriptions.

How This Update Affects Real Estate Websites

High-Quality, In-Depth Content Matters More

Google is getting better at recognizing content that truly helps users. If your site mostly features generic property listings or basic market updates, your rankings might drop. To stay competitive, consider focusing on:

• Neighborhood insights that go beyond statistics—highlighting lifestyle, upcoming developments, and investment potential.
• Market trends explained in a way that helps buyers and sellers connect economic factors to their real estate decisions.
• Property evaluations that educate clients on home values beyond square footage and bedroom count.

User Experience is a Bigger Deal Than Ever

Google now pays more attention to how visitors interact with your website. Here’s what can help boost your rankings:

• Time spent on pages—engaging, useful content keeps visitors on your site longer.
• Lower bounce rates—if users leave your site quickly and go to a competitor’s, it can hurt your ranking.
• Interactive features—tools like mortgage calculators, virtual tours, and neighborhood comparisons keep users engaged and coming back.

Mobile Optimization is a Must

With more people researching homes on their phones, Google now rewards websites that deliver a smooth mobile experience. That means:

• Responsive design that ensures property listings and images look great on any screen.
• Location-based features that enhance the mobile experience for house hunters on the go.
• Fast-loading pages that don’t sacrifice image quality, especially for property photos and virtual tours.

How Real Estate Professionals Can Stay Ahead

Create Content That Truly Helps Your Audience

To build credibility and improve search rankings, focus on content that shows expertise and answers real questions:

• Property lifecycle guides—help clients through every stage, from first-time buying to selling and investing.
• Seasonal market reports—explain how housing trends connect to local economic shifts, school rankings, and neighborhood growth.
• Hyperlocal content—highlight unique aspects of your area that big real estate platforms might overlook.

Optimize Your Website for Better Search Rankings

A well-structured and technically sound website is key to staying visible:

• Use structured data markup to help Google display your listings more effectively in search results.
• Organize content logically—group related pages (e.g., property types, neighborhoods, buyer/seller resources) to make your site easier to navigate.
• Optimize images and videos—ensure property photos and virtual tours load quickly without losing quality.

Build a Strong Reputation Online

Google values trust and credibility, so make sure your website reflects your expertise:

• Client testimonials and success stories—feature these prominently and use structured data to boost visibility.
• Case studies—showcase successful transactions and problem-solving skills to set yourself apart.
• Local partnerships—gain authoritative backlinks by collaborating with community organizations and local news outlets.

Keep an Eye on Performance and Adjust as Needed

Tracking your website’s performance will help you stay ahead of future updates:

• Use Google Analytics to see how visitors interact with your listings and content.
• Monitor competitor rankings to understand how your digital strategy compares.
• Review your content quarterly to refresh outdated pages and improve underperforming ones.

Preparing for What’s Next

Adapting to this update is important, but thinking ahead will keep you competitive long-term. Consider:

• Creating evergreen content that remains relevant regardless of market shifts or algorithm changes.
• Exploring AI-driven tools like property matching features to enhance user experience and generate valuable insights.
• Building direct relationships with clients through email newsletters and community engagement, so you’re not solely reliant on Google rankings.

Making This Update Work for You

Far from being just another SEO hurdle, this change is an opportunity. Real estate professionals who focus on high-quality content, a seamless user experience, and building trust with their audience will come out ahead.