STRUCTURED DATA · SEO GLOSSARY
Real Estate Schema
Collective term for the schema.org structured data types used on real estate websites — RealEstateAgent (for agencies and agents), RealEstateListing (for individual property pages), Person (for individual agent profiles), and Place entities in areaServed — enabling knowledge panel features, rich results, and local search relevance signals for property-related queries.
Definition
Real estate schema encompasses the set of schema.org types and properties relevant to real estate business websites: (1) **`RealEstateAgent`** — the primary type for real estate agencies and their offices. Key properties: `address`, `geo`, `openingHoursSpecification`, `areaServed`, `aggregateRating`, `telephone`, `url`. Used on agency homepage, about page, and office pages. (2) **`RealEstateListing`** (subtype of `Product`) — for individual property listing pages. Key properties: `name` (property title), `description`, `image`, `offers` (with `price` and `priceCurrency`), `address`. (3) **`Person`** — for individual agent profile pages. Key properties: `name`, `jobTitle`, `worksFor` (pointing to `RealEstateAgent` entity), `knowsAbout`, `sameAs`. Connects agents to the agency entity and enables agent-level structured data. (4) **`Place`** entities within `areaServed` — representing the geographic areas the agency covers. Critical for area-specific local search relevance. (5) **`FAQPage`** — for area guide FAQ sections and buyer/seller FAQ content. Enables PAA features for property research queries. (6) **`Article` with `author`** — for market commentary, area guides, and blog content published by named agents. Enables E-E-A-T signal building through attributed expertise. Implementation hierarchy: the agency homepage should carry `RealEstateAgent` schema; individual listing pages should carry `Product`/`RealEstateListing` schema; agent profile pages should carry `Person` schema; area guide pages should carry `Place` schema and optionally `FAQPage`. All schema must be server-rendered in the initial HTML to be reliably parsed for rich results.
Why it matters for SEO
Real estate website structured data determines which Google knowledge panel features are available for the agency, individual agents, and individual listings. Without `areaServed`, the agency misses area-specific query relevance. Without `aggregateRating`, the star rating doesn\'t appear in organic results. Without `Person` schema on agent profiles, agent authority queries are addressed only with text content rather than structured signals. The cumulative effect of complete real estate schema vs incomplete schema is visibility across a wider range of property-related queries and richer SERP appearances (stars, booking features, area associations) that increase CTR.
How DeepSEOAnalysis checks this
DeepSEOAnalysis validates real estate schema across all relevant types: `RealEstateAgent` on the agency homepage (checking `areaServed`, `geo`, `aggregateRating`, `openingHoursSpecification`), `Person` on agent profile pages, `Product`/`RealEstateListing` on listing pages, and `FAQPage` on content pages. Server-rendering is verified for all schema types. Missing or incomplete schema is flagged per property with specific recommendations.
Useful tools and resources
GLOSSARY
Related terms
structured data
RealEstateAgent Schema
The schema.org type for real estate agencies and individual agents — a subtype of LocalBusiness — with properties including address, geo, openingHoursSpecification, areaServed (geographic areas the agent serves), and aggregateRating. Enables knowledge panel features for real estate agent queries and area-specific local search relevance.
Read definition →structured data
Property Listing Schema
Structured data markup for individual real estate listing pages — typically using schema.org Product type with RealEstateListing subtype, containing property details (address, price, description, images) in JSON-LD. Enables potential rich result display for property listings in Google Search.
Read definition →structured data
areaServed (Schema Property)
The schema.org property on LocalBusiness (and subtypes including RealEstateAgent, ServiceBusiness) that specifies the geographic areas a business serves — as a list of Place objects, AdministrativeArea objects, or a GeoShape. Critical for service-area businesses and multi-location businesses where coverage extends beyond immediate physical proximity.
Read definition →technical
IDX SEO
The technical SEO challenges specific to Internet Data Exchange (IDX) pages — property listing pages generated from MLS data feeds on real estate agency websites. IDX pages are frequently client-side rendered (making them un-indexable), carry duplicate content (same MLS descriptions across multiple agency sites), and require specific technical strategies to provide SEO value rather than harm.
Read definition →technical
Agent E-E-A-T (Real Estate)
The application of Google\'s E-E-A-T (Experience, Expertise, Authoritativeness, Trustworthiness) framework to individual real estate agent profile pages — using author schema, demonstrable track record, local credentials, and agent-attributed content to signal credibility for property-related queries and qualify for quality rater assessments.
Read definition →See how your site scores on Real Estate Schema.
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