Search Engine Marketing I
Monday, May 31st, 2010
Many industries have been impacted by the growing popularity of the Internet, but real estate marketing in particular has been nothing short of revolutionised over the past decade.
The World Wide Web has come a long way since the launch of the first website back in 1990. In just 20 years, the Internet has literally exploded, both in the amount of information available and the number of people browsing it.
Although estimates vary, the total number of active websites is now thought to be approaching 200 million, with around a quarter of the Earth’s population on-line. In Australia the percentages of users is much higher, with around 80% of the population regularly using the services of the Internet.
And in terms of real estate, the most popular way consumers choose to search for property is now on-line; the October 2008 Nielson On-line Australian Property Search Report said than nine out of ten Australian property buyers use the Internet as a key research tool during their search. Although there are other popular means to search for property (53% of property consumers regularly use agent magazines and 63% use newspapers, just to name a couple) no other single marketing medium has such high penetration.
The reasons why the Internet has had such a dramatic effect on the real estate industry are obvious – consumers have embraced being able to quickly and easily search for available properties and local agents, locate detailed property information and location maps and see multiple photos and even videos.
With the trend set to continue, maintaining a solid on-line presence is fast becoming mandatory as part of the overall marketing strategy for any effective real estate business. But while it may be tempting to think gaining an on-line presence is as easy as creating an attractive website and waiting for the enquiries to flood in, these days a passive strategy is unlikely to result in success. The continuing flood of new information on the Internet is likely to leave your website just one more drop in the ocean – unless making it easy for people to find the site forms a big part of your on-line strategy.
One key element to consider is Search Engine Optimisation, otherwise known as SEO. SEO is the process of improving traffic to a website from search engines via unpaid search results. It’s a completely separate stream of Search Engine Marketing (SEM) to paid inclusion in search results. Put simply, if a consumer searches for property or an agent in your area, SEO aims to have your website ranked as highly as possible in the “organic” search results – ideally on the first page for maximum benefit. The higher your site appears in the search results, the more traffic you’re likely to get from that search engine.
To give you an idea, the dominant Australian search engine is Google, believed to have more than 65% market share. 15 million real estate related searches are made with Google’s search engine in Australia each month, representing a 35% growth in searches between January/February 2008 and January/February 2009. Google have found that 76% of all property consumers are searching once a week for suitable properties, while 25% of them are searching every day. They’re big numbers and numbers that are only likely to continue to grow.
As a strategy, SEO considers how the search engines rank websites as well what people search for, and here’s where it can get tricky. In the early days of the Internet, ranking was straightforward – the website URL would be submitted to the search engine, which would then send out a “crawler” to check the page for content. The page would then be indexed and ranked.
Around 1997, webmasters discovered they could use certain tactics like Meta tags (keywords inserted into the HTML coding of the site) to manipulate search engines and improve a site’s ranking. The term SEO was coined, splitting optimizers into two camps which some commentators have termed “white hat” and “black hat”. The former are those who use recommended techniques to maximise rankings and the latter are those who search for loopholes or use techniques which the search engines do not approve of, which are also known as spamdexing.
Black hat techniques include tricks such as loading web pages with excess keywords, even hiding the text by writing in the same colour as the site’s background, rendering the text invisible to the human eye but distorting the page’s relevance to the search engine crawlers. Another common black hat trap is known as “link farming”. Link farms are websites specifically set up for bulk hyperlinks, usually created by automated programs.
As time went by, the search engines developed more complex ranking algorithms taking several factors other than keywords and links into account and making it increasingly difficult for webmasters to manipulate the rankings. By 2004, search engines were incorporating a wide range of undisclosed factors; Google is now reported to include some 200 different features in its ranking algorithm.
Whether you are going to manage SEO yourself or get external help, ensuring you avoid black hat practitioners and strategies is essential – failing to do so can result in being banned from search engines, as more than one large company has discovered. In 2006, BMW Germany were found to have employed a deceptive strategy on their website resulting in crawlers being directed to completely different pages than humans would see, known as “doorway pages.” These pages were loaded with keywords in an attempt to improve the site’s ranking. When Google discovered the transgression, they immediately banned the site, although after the pages were removed and an apology issued by BMW, the site was eventually relisted.
There is a lot you can do to improve your website’s ranking ethically within the accepted guidelines and it starts by providing dynamic compelling information to your customers. In 2009, Google announced it would focus on real time searching, placing importance on current, fresh and unique content.
Darren McCoy, Ray White Group’s Digital Strategy Manager, says the real estate industry is ideally suited to generating content which can help improve rankings.
“The search engine algorithms are extremely sophisticated nowadays and no-one knows exactly what they consist of, but we do know that the uniqueness of content and frequency with which new content is added are key factors in optimising a website’s ranking.”
“As well as all the static information like about us pages, real estate offices can create new text for each property that is listed. Rehashing old text is just a wasted opportunity to attract both customers and search engine crawlers.”
“The crawlers are looking for differences – the higher you score in independence, the better your search results will be.”
Darren says on top of the site’s content, other factors which will influence ranking include the age of the domain name (established domains have an advantage) as well as quality relationship-based links with other sites and businesses (as opposed to the automatic link farming discussed earlier).
“New businesses coming into an established group have the advantage to leverage off the size and ranking of the franchisor’s existing on-line brand and relationships.”
The way in which a website is built will also affect the way in which crawlers can access the information, as well as the eventual ranking. Darren says it’s wise to ask the question early in the process to ensure SEO factors are taken into consideration by your web developer at the planning stage.
“It’s a mistake to build a web site and then think about SEO – at that point you might find even a consultant may be unable to help because of the platform that’s been used or the way in which the site’s been developed.”
“Once the initial optimisation is complete, SEO needs to be an ongoing consideration – it’s not a ‘set and forget’ proposition. Ranking has to be monitored and the site’s SEO tweaked regularly as required.”
Darren points out it’s another common error to focus only on the raw traffic numbers to a site – he says the real goal of SEO is to understand where the traffic is coming from and how much of it is converting to serious enquiry.
“Any on-line marketing success is not about volume, it’s about the quality of your conversion. There’s various tracking software which can help as well as the need for some subjective analysis.”
“It’s only when you are accurately measuring how the traffic is affecting your business that you’ll really know if your strategies are working.”
Article by Lisa Pennell





