Why you should not fight portals for generic queries
Broad searches are dominated by platforms with thousands of listings. For a developer or a small agency, a head-on fight is expensive, and the leads it brings are often cold.
Specific searches behave differently. Someone sees an ad on Instagram, hears about a complex from a friend or spots a listing on OLX, then types the name into a search engine. At that moment your site should be the first and most complete answer. The same goes for searches about a district, the number of rooms, mortgage or instalment plans: competition is lighter and buying intent is stronger.
So site structure matters more than the number of blog posts. Each type of demand needs its own page.
Real estate website SEO starts with project and district pages
An agency with properties across the city needs district pages for areas such as Chilanzar, Yunusabad, Yashnabad or Mirzo Ulugbek. Each page should have an honest description, transport and infrastructure details and the list of your offers. Skip generic text copied from the web and write what your manager knows from showing flats to clients.
A single listing should state area, floor, condition and landmarks, with real photos. Do not delete a sold listing so that it returns a 404. Mark it as sold and suggest similar options, or redirect visitors to the district page.
For a developer, every residential complex deserves its own section rather than a block on a shared page. It should cover:
- location and surroundings: transport, schools, kindergartens, shops
- buildings and phases with their current status
- floor plans
- handover dates
- project documents
- purchase terms and sales office contacts
Floor plans and catalogue filters
Floor plans are often published as an image or PDF with no text, and search engines learn almost nothing from them. Add the area, rooms, floors, layout description and window views as text, and let people compare options.
Catalogue filters multiply into countless combinations of rooms, floor, area and price. If all of them get indexed, you end up with thousands of near-identical pages. Keep indexable only the combinations people actually search for, such as two-bedroom flats in a named complex, and block the rest.
Another common mistake is putting every complex on one page. Search engines then cannot tell which complex you want to rank for.
Construction progress, mortgage and instalments
A buyer at the foundation stage pays for something that does not exist yet. Monthly progress reports with dated photos and video build trust and also keep the page fresh for search. Publish only real footage: a render passed off as a building site will be exposed in future residents' chats.
Mortgage and instalment terms need their own pages: partner bank conditions, down payment, required documents, payment schedule. A calculator helps, but add a written explanation, or search engines will see nothing useful. These queries are frequent, and a detailed answer often decides whom the buyer leaves a phone number with.
Trust, maps and the Uzbek-speaking audience
Add your sales office, and the complexes themselves where possible, to map services with correct addresses and a link to the site. Check what appears when someone searches a complex name: discussions, reviews, news. Reply calmly and factually. Keep handover dates current. If they slip, buyers should hear it from you, not from a residents' Telegram group.
Many buyers search in Uzbek, and competition there is often lower. Build a full Uzbek version that includes floor plan captions, instalment terms and answers to common questions, not only the description. Work with portals instead of against them: post quality listings with a link to your site, since an interested buyer usually looks for the developer's own website.
A home is one of the largest purchases in a person's life, so trust often matters more than ranking position. Show on your site:
- who the developer is and which buildings are already handed over
- permits and documentation
- sales office address with a map and opening hours
- reviews from residents of completed buildings
- clear contract terms
How to measure results
Look at real enquiries, not just rankings:
- viewing and consultation requests
- phone calls
- clicks to Telegram
- traffic to complex and district pages
- growth in searches with your brand and complex names
Connect search data to your CRM
The sales cycle in property is long, and months can pass between a first visit and a contract. Link the website to your CRM so you can see which search enquiries actually ended in a purchase.
If you want a second pair of eyes, markdev provides SEO optimisation in Uzbekistan, including site structure for complexes, districts and floor plans. You are welcome to discuss your task and decide where to begin.
FAQ
Should a developer compete with portals for broad keywords?
Usually not. It is more efficient to win specific searches by complex name, district, floor plan and payment terms, while keeping quality listings on portals that link back to your site.
What should I do with pages of sold apartments?
Do not remove them with a 404. Mark the property as sold and suggest similar options, or send visitors to the district or complex page.
Which filter pages should be indexed?
Only combinations with real search demand, for example two-bedroom flats in a particular complex or district. Block the other filter combinations from indexing.
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