Posts Tagged ‘SEO’
Over the past few weeks we’ve framed what SEO really means and entails for Real Estate professionals trying to stay ahead of the game. We’ve finished up our series with some advice about the Content component of increasing your web presence and remaining competitive online.
CONTENT IS STILL KING – OPTIMIZE IT!
With a strategy set and the right technology, it’s time to create some content! Great content not only engages users, it attracts links, comments, referrals, and search engine traffic. When content you create is optimized, it will be picked up by search engine crawlers and allow visitors who are searching for your content to find it and reach your site. We recommend adding new, unique content to your site at least twice each week- and keep in mind there is a direct correlation between the frequency with which you post content, to how successful that content is in attracting leads!
The Nitty Gritty
So you know what optimizing does, and you know how often to do it- but what are some day-to-day actions that you should take to actually get more leads? Watch our latest LogicClassroom video, Optimizing Your Content for Search Engines (and People!)- and you’ll be ready to go with a content bag full of techniques!
A great strategy and a great website platform will never be found if the site doesn’t have quality content and if it isn’t updated regularly. Blogging is a great way to publish content, and it’s smart to syndicate that content to sites like Facebook, Twitter, and LinkedIn.
Getting found at the top of the search engines results is unfortunately not a black and white endeavor. While Google does use a mathematical algorithm to determine where your website ranks on a page, these equations are constantly changing in nature. It’s fair to say it would be impossible to keep up with all the calculations, particularly when you have a business to run. But there are some good places to start. With some commitment, and the right foundation, new clients will find you!
If you’re interested in learning more about how Boston Logic can help you with SEO, contact us today for a no-pressure consultation
We’ve taken some time to break down what SEO really means and entails for Real Estate professionals trying to stay ahead of the game. With some digestible facts and tactics to employ, we’ll cover what we think should be top of mind as you consider an SEO strategy, the technology behind it, and the content production involved- all with end goal of increasing your web presence and remaining competitive online!
Having the Right Technology Matters
I can’t tell you how often we speak to realtors and realize the technology behind their site is so antiquated that it will actually keep them from ever ranking in Google. It’s tough to swallow, but most real estate website platforms will actually keep your search engine traffic down. You have to have updated technology and you need to make sure the company you work with can perform.
When you’re shopping for a website provider, avoid the common pitfalls by first asking for numbers. Have the site provider send you reports from other sites built on their software- specifically, ask to look at traffic and inbound leads. Next, make sure your site includes a blog. The blog should be a part of your site. Your blog should not be hosted on blog.yoursite.com or part of some other website altogether like myblog.blogger.com. It should be an integrated blog. Example: www.yoursite.com/blog. The navigation of your site should be made up of HTML text links, not images. Finally, you should be able to edit the pages of your site with unique content. If your current provider doesn’t offer all of these features, it’s time to start looking for a new one. And these are just a few of the features you need. Doing your homework will payoff!
Once you’ve got your SEO strategy down with a solid platform behind it, it’s time to think about CONTENT. Nailing this last component down will steer you towards the top of the Google results- this may seem old hat by now, but content really is still King! Stay tuned for our final thoughts about how to make search engine optimization work for you.
If you’re looking for a solid platform to help grow your online marketing efforts, and ultimately your bottom line- check out Boston Logic’s industry leading Sequoia software for Real Estate Professionals
Rolled out of a 4 part blog edition, we’d like to breakdown what SEO really means and entails for Real Estate professionals trying to stay ahead of the game. Served up as digestible nuggets of information and tactics to employ, we’ll cover what we think should be top of mind as you consider an SEO strategy, the technology behind it, and the content production involved- all with end goal of increasing your web presence and remaining competitive online!
Let’s Start with the “What” & “Why”
Search Engines are the single biggest source of traffic for most websites. Search Engine Optimization (SEO) can be simply defined as the process of getting found on search engine sites like Google, Bing, and Yahoo! On the technical level, SEO considers how search engines work, what people search for, the actual search terms typed into a search bar, and which searches are preferred by your targeted audience.
Why is it Important?
Well, here are the facts: According to NAR’s 2010 “Profile of Home Buyers and Sellers”, 89% of home buyers searched the internet ‘frequently’ for a home in 2010. And the share of home buyers who found their home on the internet jumped from 8% in 2001 to 37% 2010. Not surprisingly, these numbers are continuing to grow.What Does it Get Me?
The next logical question is, “what exactly does SEO get me?” It gets you LEADS. And not just any leads…but qualified leads. These are the buyers or renters searching for specific types of properties in specific markets – and when they do search you want to be found right at the top of the search engine results.
Finally, SEO is a rare marketing medium. For most marketing media, consistent investment will get you consistent, flat returns. This is much like renting a home. You pay a fixed rent and you get a place to live. When you invest in SEO, you’re constantly building on your earlier investments. This is like buying a home instead of renting. Your dollars build equity. A well implemented SEO campaign sees better and better results as time goes on. Your website traffic and lead count goes up and up and up!
Stay tuned for the next edition, and we’ll talk STRATEGY.
Thanks to the folks who made the RE Bar Camp in Chicago possible. Tony, Todd, and others, thank you!
I have to say that the day was one of the most discussion oriented Bar Camps I have experienced. Most sessions weren’t lead by any one person. Often, there were people in the session who knew more about the topic and answered a lot of questions, but really, a conversation ensued.
There was no PowerPoint, no white boards, no presentations of almost any type. This certainly made for a different kind of Bar Camp.
Many Real Estate professionals, especially those over 40 (not to be ageist here…), look at Social Media and the web as a new thing they HAVE to do. Someone at the conference said that they need to start “checking” Facebook 2 or 3 times per day. I think this is a misconception.
Reality has changed. The way we compose a relationship has changed. How we communicate has changed and will continue to evolve. You don’t check Facebook a few times every day, you’re constantly on Facebook. Your phone gives you alerts, and you get emails. Twitter will text you if you want. That’s how it’s been since the beginning. Social Media is a big part of how we relate to one another now.
If the realtors who were at the conference make social media a part of their lives, then they won’t see it as a new marketing medium or a new way to find clients, they’ll see it as a new space for connecting and communicating…with family, friends, clients, corporations, candidates, you name it.
Social media is not a new marketing tool for realtors. Social media is a new part of life. Make it part of yours…
Looking for a good place to start? Check out the last presentation from our LogicClassroom series, Marketing Your Business on Facebook | Logic Classroom May 2011, hosted by our resident marketing expert Angela Davis. And be sure to sign up for the next one on Tuesday, June 14th!
After reading a great – and true – blog post on “7 Reasons Your Blog Sucks (and What to Do About It)”, I had to comment and share my thoughts. Blogging about real estate can often be frustrating: trying to generate interesting, consistent, and good-quality content frequently can be a daunting task. What’s more, that in the real estate industry, readers aren’t exactly actively engaging with blogs or becoming loyal fans and followers.
That’s not to say that this isn’t possible. Usually the problem is either lame content and not being consistent with your content. Don’t forget, it takes more than the bare minimum of just throwing content once a week up on your blog: you are competing for your readers – and potential customers – online attention. And if we know anything about browsing the web, the online reader isn’t a patient one.
Here are some top mistakes that we see non-real estate SEO clients make every day, and some tips on how you can think about blogging differently to overcome them.
1.) No content strategy goals
You either don’t have a goal, or are all over the place. Take a minute to think about where you are trying to go with your blog and what statement you want to make. Are you writing to build a brand, build influence, or increase your leads? Your goals will shape your blogging strategy, and you need to make sure this message is conveyed accurately internally.
2.) Internal resources aren’t organized
Who writes your content and manages your social media profiles? My guess is, you’ve got one person for your company that you hope is blogging at least once a week. Identify who this person or team will be, whether its a requirement of all your agents to post once a day, or you and an intern writing once a week. If you don’t have a blog yet, start small and test-run a Sequoia real estate website with blog feature for 6 months to see how your business benefits. Create a solid team, and compile data to have a common ownership of the blog within your company.
3.) Real Estate niche is undefined
As with businesses in general, its so much better to have a specialized niche. The same applies to your blog: the less your posts are all over the place, the less targeted your message and your audience will be. Think about your target market and what they want – now how can you solve their problems? What are they concerned about?
4.) Not listening to your audience or clients
We tell clients that blogging is the best way to assert yourself as an expert in your field of real estate. But how can you position your company as an educator if you don’t know what your clients’ problems are? There are great “listening” tools like Google Alerts or Radian6 that you can employ to be on top of the latest news and issues of your market. From here, you can generate blog material in reaction to what you read.
5.) Your blog is boring
Here is where we have to be honest. Many real estate agents and brokers are not really writers, and the content your blog pushes out reflects that. It may be worth bringing in some fresh perspective with younger interns or agents that have expressed interest in writing to help stimulate interesting blog ideas to give you different angles to pursue.
Try and be the journalist that attracts your readers’ attention. Stories are everywhere, from interacting with clients to your kid’s dentist appointments. You can also tie in a recent news event or real estate market development: and the faster you are with these, the better. Have a defined, committed point of view – and finish it off with a great headline, like a “How-To” post or “Are You Paying Too Much To Sell Your Home?”
6.) Lack of authentic material
People don’t care about press releases. Sorry. They want to talk and leave comments for actual people, not droning company robots. Here’s where speaking about your personal experiences really comes into play – “I just met with this seller, and ran screaming from the house…” These are memorable, and make people connect to what you are writing about. And, clients prefer to work with “real” people.
7.) No publishing system
We emphasize constantly that consistent blogging is horribly important. However, there is a system that should be put into place. It starts by monitoring relevant and trending topics, aggregating the “noise” into relevant topics, creative writing and editing, and ends with measurement with Google Analytics. You need to have this process in a calendar to make sure you meet deadlines consistently, and over time you will become more efficient as blogging becomes part of you or your team’s routine.
8.) No “BOOM!” Ending
Remember in high school when your teacher told you to write a captivating conclusion that leaves the reader in reflection of what they just wrote? Don’t leave your readers hanging. Pull it all together, and throw some punch in there. Also don’t forget to continue the momentum with a strong call-to-action.
So go forth and make your blog the best it can be. Social media sites move quickly, and every reader that bounces of your blog is another opportunity lost. Don’t be overwhelmed by this list: tackle one issue at a time, and over the upcoming weeks your blog will be back on track.