Real Estate SEO Tools Exposed: SEMrush vs Ahrefs vs MozPro Review (2019)

Real Estate SEO Tools Exposed_ SEMrush vs Ahrefs vs MozPro Review (2019)
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Written by Robb Fahrion

Robb Fahrion is a Co-Founder and Partner of Flying V Group. He is passionate about helping businesses grow using the power of the internet. Robb graduated from Chapman University in Orange, CA and currently resides in Costa Mesa, CA. Robb enjoys writing about digital marketing, helping his clients turn their dreams into reality, and he is a HUGE Mike Trout fan.

November 11, 2019

Real Estate SEO Tools Exposed: SEMrush vs Ahrefs vs MozPro Review (2019)

Reading Time: 11 minutes

Real Estate SEO is an ultra competitive industry, and it is critical for you to be well equipped with the best SEO tools for keyword research, backlink research, and website rank tracking.


Online search is increasing and your prospects need to easily find your website in Google and other search engines and local directories.


How you utilize these SEO tools will make or break your entire SEO campaign, as well as your blogging, outreach and pre-outreach, content marketing, and digital marketing efforts.

This brief review presents the key advantages, features & benefits of the best 3 SEO tools currently available to help real estate websites, and real estate companies with three essential SEO tasks:

1. Keyword Research

First thing you need to realize is this: although keyword research is crucial, it is time consuming for a real estate company or real estate website owner to attempt this process on their own, particularly if you’re new to the whole SEO approach and best practices.

Have you ever considered outsourcing keyword research for better SEO results? Then you should partner with a VA who is skilled in SEO, and can efficiently use the tools described here.

Time spent on trying to determine the best LSI keywords vs Seed keywords vs Long Tail keywords for your real estate campaign needs will add up in the end. So, you want to ensure that you focus on what you do best, like talking with clients, meeting with prospects, creating property listings, and so on.

SEMrush is the first competitive keyword research tool I want to showcase for this article since it’s the one I’m most familiar with. Not only does this particular tool assist you in revealing the keywords used by your competitors, but it also allows you to access their database containing 2 million keyword ideas.

I’m referring here to the feature I like the most … namely the Keyword Magic Tool.

This enables you to enter your seed keyword, and within seconds you’ll be rewarded with thousands of keyword ideas to help you rank in Google for specific key terms and phrases actively used by your prospects. and more probably, overlooked by competitors.

You can sort and filter keywords using multiple metrics including the 3 below, which I consider to be the most important:

  • Search Volume
  • Trend
  • Keyword Difficulty (KD)

For example, here’s a search query for [houses for sale in los angeles]


It’s essential that you select your target country (US, in our example), and click on the ‘exact match’ option to gather very specific keyword data. You’ll be able to find keywords with less competition, which will boost your chances of attracting highly relevant local searches for Google local rankings.

Broad matches will provide less volume and less specific keyword data.

Here’s an example for [houses for sale in pasadena tx]


If you want to get a general view of a specific keyword, then use the keyword overview option, and run it either before or after the Keyword Magic tool, it’s up to you.


The unique SEMrush algorithm will suggest keywords that are semantically related to your initial search, and sort them by phrase match and related keywords. This allows you to instantly find the right keywords for your campaigns.

This is an excellent opportunity for you to build long-tail keywords and create keyword-rich content that will  boost your rankings in Google, Yahoo, Bing, and other search engines.

You can export data to XLS and CSV formats, and get a complete overview of all the keywords and their particular metrics.

You can also send your newly created keyword list to SEMrush Position Tracking – a service created specifically for tracking your website’s rankings according to your target keywords in the Google Top 100 organic results. 

Next, we move on to Ahrefs, and their keyword explorer option.

They boast about having the most complete keyword research tool currently available on the market – more than 7 billion keywords (across Google, YouTube, Amazon, Bing, Baidu, and other search engines), updated with fresh data every month.

They monitor over 150 million keywords in the US alone.

This exceptional keyword research tool provides you with access to thousands of fantastic keyword ideas, while allowing you to analyze their ranking difficulty and calculate their traffic potential at a quick glance.


Using the Keyword Difficulty Score you’ll find the “low-hanging fruit” among your top keyword ideas, while the “Clicks” Metric is the only feature on the market that shows the estimated number of clicks for your keywords.

Here’s how Moz’s explorer tool helps with keyword research for the real estate industry.

Enter a URL or keyword to discover and prioritize the best keywords to target.

Get a comprehensive keyword analysis, suggestions, and more! Perform superior research in less time. Identify which keywords your site could rank for right now, and discover high-impact suggestions.


A different version of this keyword generates less volume, but is easier to rank for, while the organic CTR is higher, which means you should receive more clicks by targeting this keyword, while ensuring that your (meta) description is compelling enough to prompt searchers to click.


You may want to watch this video and take notes in order to complete your keyword research strategy and better understand the whole process:


Something to Consider: Get a Free Account with SEMrush

Other Great Tools: Marketing ROI Calculator

2. Backlink Research

No matter how amazing your SEO strategy and content marketing game plan seem to you, you still need premium, high-authority websites and blogs to link to your real estate pages and blog posts.

Earning natural backlinks from other ‘authority’ sites and industry blogs shows your website is trusteed, and content is worth linking to, isn’t so?

I’m all about quality link building to promote local visibility, and long term, residual traffic gains. This means that you should aim for white-hat, relevant links, while avoiding the spammy or low-tier links altogether.

It is better to have 10 quality inbound links from trustworthy sites than to have 100+ links from untrusted online locations.

This is where these competitive backlink research tools come into play.

Let’s run a SEMrush backlink analysis for, a well known NYC real estate website, owned by US real estate mogul, Ryan Serhant.


Look at the ‘domain overview’ section first.


For backlink research, you’ll see the following:

  • Total (new and lost) backlinks, and referring domains.
  • Back-link types (text, image, form, and frame)
  • Follow vs no follow percentage

You’ll be able to:

Understand how authoritative a referring domain is, and where it is located;

Discover top anchors.

Spy on the strong authority links of competitors, and see which trusted web resources refer to your domain.


Every real estate SEO professional knows that .edu or .gov backlinks are bombs that can boost your website in SERPs. Even a handful of these can make a significant difference in search results. SEMrush will indicate whether the website you are conducting your search on owns these types of high-quality links, and identify them for your convenience.

Let’s inspect the Ahrefs Backlink Checker feature next, which can be found in their Site Explorer tool.

Get an in-depth look at the organic search traffic and backlink profile of any website or URL.

First, let’s examine the overview section – which shows results such as these…