Consumers are hungry for information about nearby goods and services, but search engines often have trouble figuring out where a business is located by crawling its Web site. To bring those consumers to them online, real estate brokers and agents need a search-engine optimization (SEO) strategy built around "localism" -- including a city name and product built into their URL. A "hub, spoke and rim" network of interlinking Web sites can further boost the effectiveness of a localism strategy, and exposing listings to search-engine spiders will also help brokers and agents compete with big sites like Trulia and Zillow. Those are some of the findings in a new white paper from the WAV Group consulting firm, "Geo-Domain Targeting trending to assist Real Estate Marketing," which includes a roundup of effective strategies and pitfalls to avoid. Localism refers to the growing tendency of consumers to type in city names to anchor their Web searches for...
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