• Your website’s strong content should relate to neighborhoods and communities served. You should have valuable and insightful content that people want to read, because the best way to get people to your site and keep them coming back is to give them something that is of value, like the best neighborhood amenities (restaurants, schools, coffeehouses, etc) and market reports.
• You’d be surprised at how many websites don’t have a sitemap, but these are easily crawled by search engines, so make sure they include some keywords/links to relevant pages.
• Going along with the point above, make sure links are simple HTML that a search engine spider can crawl.
• Avoid black hat SEO tactics (i.e. white text keywords on a white background, keyword stuffing, etc.).
• Have unique, keyword-relevant content.
• Use keywords in title tags, meta description and within content.
• Avoid having links from other websites with low authority.
• Do not buy links. (This does not apply to legitimate ads, including PPC/AdWords).
• Use many photos and videos (and make sure you are tagging them correctly with good descriptions that include what they are and where they were taken). Videos are definitely one of the easiest ways to drive traffic as an individual because the real estate market is still in short supply of useful videos. According to ComScore, 85.5 percent of the U.S. has watched videos online. Are you supplying video to your audience?
• From a brokerage standpoint, one of the best things a company can do for agents is to make sure their listings are properly optimized on a local site. Lots of detail on the property pages make it easy to search, and revising your search and handing over control of the process to a consumer are important in making sure that your site looks great to search engines.

There are also several free tools out there to help you optimize your site – try the Google Keyword toolbox or tools.seobook.com for more options.