Quality of content trumps SEO tactics.
By Todd Carpenter, Friday, February 23, 2007.Bookmarking Sites
Quality of content trumps SEO tactics.
Google works. That's the most important thing to remember while coming up with a strategy for high placement in their search engine. From the perspective of the searcher, Google is king because it returns the most relevant results, most of the time. So how does one become ranked highly in Google? Here's a novel idea, provide relevant results in your Web site.
Real Estate Agents are in a prime position to provide this content, they only need to dedicate a little time and effort to their web site or blog. Any agent worth their salt has a prospect farm. Surprisingly few though, tell you very much about it on their Web site. Property listings and information about the school district is not enough. Everything there is to know about your prospect farm should be on your Web site. Yoga classes at the community center, football schedules for the high school, reviews of restaurants in the neighborhood, garage sales, local fairs, music in the park, everything. You want to be an informational resource for the people who already live in this neighborhood (potential listings) and to the people who are considering the homes you are listing.
Think about the marketing advantage your site will have to a potential lister. Do they want to go with an agent who's web site only places their listing with every other competing listing in the state? That's a double edged sword. Do you think they would prefer an agent who places their listing in the multi-list, but also features said listing on a blog that gives buyers a hundred other reasons why their neighborhood is such a great place to live? I know which website I'd want my flyer to refer to if I were selling my home.
Getting back to Google, building a site like this has a wonderful unintended consequence. You are relevant!. Nobody is going to be more relevant about the neighborhood you cover, and because of that, Google will find you. How they find you is still double secret probationary at this time, but like I said, Google works.
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Submitted by Anonymous on February 22, 2007 - 11:34am.
This comment is for this post and Mary McKnight's "SEO for Everybody" at http://blog.inman.com/inmanblog/2007/02/are_you_being_t.html (had problems commenting), I'll put it here.
I'm more inclined to agree with this Todd's post about GOOD CONTENT, the core website of an agent / broker...not so much SEO. I will expand on this "back-to-the basics" concept of Todd.
Why...there are too many "Mickey Mouse" agent / broker websites out there...not too mention agens/brokers using a "business email" of JaneDoe12134@hotmail.com (where's the professionalism in that?
**EXAMPLE OF A MICKEY MOUSE SITE - EPro / Internet Crusade **
So what do I mean by a Mickey Mouse, agent website?
Rather than pick on any agent website out there, I'll simply use Internet Crusades' E-pro website of http://www.eProNAR.com. This has the quintessential 1994 website look, and they are powering NAR's "Internet Certification" of E-pro. Almost ironic if really think about it.
So "Flabbergasted" and Matt McGhee (see Mary's post), would you tell John Reilly, Saul Klein, Mike Barnett who oversee http://www.eProNAR.com to spend 10K on SEO...or to clean up their website and stand exemplary, a model for the Internet Designation they oversee...its all ironic. Let me not digress from the metaphor I drew up, but you get my point. Not only Todd's point about good content, but look and feel.
There needs to be more back-to-the-basics discussion as discussed by Todd. How about starting off discussing the website of the agent or broker? Do you know how many are out that that look like they've been built with Microsoft Word (i.e. save as HTML). Spend 10K to bring traffic to sites that look like garbage...again, take steps back before SEO should be truly stressed.
Todd, Kudos on your post...start off with a darn good website...then think about increasing traffic. Your website is on an agent's / broker's business card...at least impress those who you come into contact with.
Submitted by Anonymous on February 22, 2007 - 11:45am.
"So "Flabbergasted" and Matt McGhee (see Mary's post), would you tell John Reilly, Saul Klein, Mike Barnett who oversee http://www.eProNAR.com to spend 10K on SEO...or to clean up their website and stand exemplary, a model for the Internet Designation they oversee..."
To be honest Barry, they are both one-in-the-same. A good SEO consultant or company will make your site look better, become more usable, convert more visitors into sales/leads AND bring in more traffic. The point I make right there alone sums up the overall ignorance in the media and elsewhere as to what SEO actually is. It's not about High Rankings and hasn't been for years now... it's about making a better web site for your users, which in turn makes it a better web site for the search engines.
Also, it looks like they took down the post you're referring to in the URL posted. I assume the powers that be had a bit of a problem with my comment.
Submitted by Anonymous on February 22, 2007 - 11:56am.
If SEO consultation is about usability, sex appeal of the website (look and feel), more site traffic, techniques to convert traffic-to-leads-to-clients...than its worth good money.
SEO, I believe is misunderstood, I agree w/ you on that. I agree with you that it is a "science" (with elements of an artform), which takes a trained professional to maximize results...as you once stated, has been doing it for years, deep experience, trials and tribulations from the school of hard-knocks...
However, the agent world is sometimes leary of black-hat techniques (I believe that's the term). Or, where the consultation may be unscrupulous...as it stands...its for results that may not be guaranteed. So such an expenditure is really desired...but I would see as undertaken w/ caution.
1) You mentioned a couple of books out there on SEO...would you mind sharing a couple select picks for good community sharing?
2) If browsing the web for SEO consultation, what are key selection-criteria to look for in an "expert", to ensure they are on the up-and-up and knowlegdeable on SEO?
Submitted by Anonymous on February 22, 2007 - 1:45pm.
Well... I don't generally recommend any particular book for various reasons... that being said, Aaron Wall's SEO Book is very solid and Aaron himself has an excellent reputation and track record. The SEOmoz beginners guide to SEO is also very thorough, and FREE! (which I find funny because Mary McKnight faults SEOmoz for their 10k minimum contracts, meanwhile they provide this wonderful beginner's guide at no charge, among many other things, that proves her '1 hour to learn' advice dead wrong, while truly explaining the basics of SEO to anyone interested in learning them).
For transparency sake: I have no business relationship with any of the people mentioned above. I'm not going to drop links either. Go ahead and Google the sources and you're sure to find them. They're SEO's so finding them online should be easy!
As for how to go about finding reputable consultation, I would forget about searching online (i know, ironic) and stick with referrals/others experience to lead you to a solid consultant or team. Ask people who they've used and what happened, search forums and learn as much about SEO as you can, before hiring anyone. The best client for a real SEO to have is an educated client.
Me personally, that's how I get business. Either through happy clients or referrals from people I've worked with (programmers, designers, etc). Most new accounts come to me for help on one particular issue or site problem... generally, I solve that issue for them at no charge (because taking people's money is not my passion, helping them to build a more effective web site is). Once that foundation of trust has been established, they tend to request my services to help guide their online presence down the road.
Also, it should be noted that many experienced SEO's will not take on just any client. An experienced SEO is keen on managing expectations and having an eye for whether or not their services will attain the goals the client is looking to achieve. Many potential clients have horrendous expectations and unrealistic goals and many so-called SEO's make promises that are impossible to keep.
For example:
If you go asking for the #1 ranking on Google for the keyword "Real Estate" and the potential SEO says "No Problem, we guarantee it", then I would walk away from that person or firm. Conversely, if your main goal is to rank #1 on Google for "Real Estate" then I would walk away from you. The business is not in a few particular high traffic keywords... it goes far beyond that.
Hopefully I've done an acceptable job answering your questions Barry. I appreciate your open mind and rationale on the subject. If there is anything I missed or was unclear about, please let me know.
Submitted by Anonymous on February 22, 2007 - 2:48pm.
You've done an outstanding job in answering my question. I specially like the part of:
"Also, it should be noted that many experienced SEO's will not take on just any client. An experienced SEO is keen on managing expectations and having an eye for whether or not their services will attain the goals the client is looking to achieve. "
I'd truly want a consultant to engage in such conversation, establishing feasible goals versus promising the stars.
For myself to remain transparent, e-Pro is not a bad certification, nor is Internet Crusade...I've teetered with obtaining it. However, those who supply it, need to express greater confidence in what is "NAR's Internet Designation". If the Google Search phrase of "Real Estate Internet Designation" and boku bucks spent by InternetCrusade to spend money on SEO...to reach the site is disappointing. That was overarching initial point. Site traffic is good, just make sure your website looks half-appealing.
Again, thank you very much Flabergasted, I enjoyed the dialogue. Learned a lot today.
Submitted by Anonymous on February 22, 2007 - 5:00pm.
I'm a firm beleiver in the content is king theory. I often receive compliments from my website leads as to the wealth of information and have done well with SEO. In fact I have had three of my website leads within the past three tell me that they contacted me based on the useful information I have provided. With that being said, I have a long ways to go and I love the idea of being the overall resource to include yoga schedule, football schedule, etc. Thanks for the insight and ideas.
Submitted by Anonymous on February 24, 2007 - 11:09am.
There are plenty of free SEO guides on the internet. While huge real estate brokerages may want to hire experts for their sophisticated sites, most agents can and should create their own site, develop it, learn to add content and work on their own SEO. It's not only cheaper, but they can then add new listings and content themselves, without relying on someone else to do it on their own schedule.
Submitted by Anonymous on February 27, 2007 - 12:00pm.
I have to agree with everything Barry Anderson is saying here. There are a lot of misconceptions about what SEO is and sadly the biggest reason for that is a result of the actions of many "SEO Professionals". Another reason is because people are looking for a quick fix. Those two reasons create a cyclical issue. In that website owners want a quick fix and the black-hat SEO people are willing to sell them their wildest dreams. It does not work this way. SEO takes time and content is one of the most important pieces in any SEO effort. You want your site to stand out and you can do that by offering unique and relevant content. Most reputable SEO's live by the mantra "Content is King". If you have good content users and engines will like your site. Users will link to your site naturally giving you more link popularity and engines will eat up your content giving you good rankings. I think more people are beginning to understand this but sadly there are still too many out there who think that they have to trick the engines with questionable techniques to get listed and there are plenty of black hatters out there willing to fill that need. It is prevalent in the real estate industry for sure. I see plenty of real estate sites relying on faulty SEO techniques that may or may not work now but as the engines get smarter will definitely pay the price. There is plenty of information out there and it can be difficult to parse the good from the bad but with a little patience the right information is available. Like Barry said avoid people selling guarantees in rankings and try to find SEO's who want to help you reach your goals in terms of sales and qualified users.
Submitted by Anonymous on May 11, 2007 - 5:46am.
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