Study evaluates top brokers' SEO practices
Some companies miss the boat in boosting search rankings
By Inman News, Friday, January 16, 2009.PCMS Consulting has released a study that examines how 50 of the largest real estate brokerage companies -- based on RealTrends data -- are using search-engine optimization.
The study, by SEO consultant Randi Thornton, evaluated traffic ranking, search terms, Google page rank, number of pages indexed by Google, meta descriptions, page titles, and Web site validation errors.
The study found that about six out of 50 Web sites studied achieved a top SEO ranking on Google, and GMAC Real Estate's Web site for company-owned operations incorporated the highest number of keywords terms that rank highest on Google.
"Keywords must be your Web site's foundation," according to the study, which also found that NRT LLC (Realogy Corp's company-owned operations) scored high for top Google keyword terms ranked.
Web sites for Prudential Douglas Elliman Real Estate, Crye-Leike Realtors, John L. Scott Real Estate, Hanna Holdings Inc., Long & Foster Cos. Inc., Northwood Realty Services, Prudential Georgia Realty, and Ebby Halliday, Realtors, also had comparatively high numbers of top keyword terms ranked among the study group of Web sites.
PCMS maintains that many companies are neglecting SEO strategies, which can boost online traffic. SEO is one of the services PCMS offers to real estate companies.
Thornton said in a statement that the study is intended to help real estate professionals who champion SEO convince decision makers within their company to reallocate money that's now spent on traditional marketing to promoting their Web sites.
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Submitted by Joseph Bridges on January 16, 2009 - 1:55pm.
I think it is great that they did a study to help convince decision makers that they need SEO. Kind of sad that the decision makers need a report though don't you think?
C21 already is giving up(and rightfully so on traditional media) so that should make it easier for companies like PCMS to get the work they are after.
Visit the blog at: http://www.InternetRealEstateSuccess.com
Real Estate Resources at: http://www.OnlineRealEstateSuccess.com
Submitted by Erika Napoletano on January 16, 2009 - 2:05pm.
SEO is hugely important for any broker/agent who wants higher visibility for their site. It goes way beyond jamming "vague" keywords into a content management system. The goal of SEO is always to drive a more qualified lead to your website.
Agents/Brokers with your own website - talk to an SEO professional. Ask how they can help. An SEO copywriter is a good place to start. Professionals can't forget that, in this day and age, a solid SEO strategy must be accompanied by a solid social media strategy as well - especially if you're not one of the big boys on the street.
Erika Napoletano
Director of Communications & Content
InvestorLoft.com
Search for Investment Property: www.investorloft.com
Real Estate Investment News: www.investorloft.com/blog
Submitted by Laurie Manny on January 16, 2009 - 2:19pm.
I too have studied the SEO habits of the large brokers and have often wondered if they really understand the huge changes facing our industry and the effect these will have on both the brokerages and the individual Realtor's going into the future.
Groups of Realtor's across the country have recognized the need for SEO and an outstanding internet presence. These forward thinking Realtor's have far outranked all of the large brokerages and are receiving the traffic that goes with those positions.
What amazes me is that the brokerages have not tapped into their internal resources - these forward thinking Realtor's - for consultations. These Realtor's could teach them more than a thing or two.
We in the internet world have witnessed attempts by brokerages to forge into the future, signing contracts with vendors to promote the brokerages listings. With no knowledge of SEO these same brokerages gave up any SEO power they could have had on the engines to aggregator's who took the listings and the SEO using the power of the brokerage to further themselves on the engines. The result? Another entity between the consumer and the Realtor taking fees and a successful SEO venture by yet another unlicensed vendor.
Education is the key here. Nobody should ever leave all of their SEO to any one particular entity. There are too many people out there willing to take your money and offer you inferior advice and service. The knowledge must be gained and utilized internally.
Laurie Manny
Long Beach Realtor
http://www.LongBeachRealEstateHome.com
http://www.LaurieNanny.com
http://www.AboutLongBeachCalifornia.com
Submitted by Robert A. Hulme on January 16, 2009 - 2:22pm.
My SEO strategy on my personal websites have completely changed the way I do business. I have gone from working with only referrals from my sphere to an average of 30 to 60 qualified buyer leads monthly. I am a firm believer that if major brokerages don't develop a strong online SEO program they will eventually disappear.
Robert A. Hulme
Realtor, GRI, e-PRO
Prudential Utah Real Estate
Loan Officer
Envision Lending Group, Inc.
www.UtahCountyRealEstate.us
www.UtahHomesForSale.ws
801-885-2586
Submitted by Victor Lund on January 16, 2009 - 3:08pm.
If you are interested in looking at the impact of SEO on broker websites (the ones mentioned in this study) - you should review the WAV Group Broker Website Effectiveness research. We reviewed the webstats of these sites to confirm that the only SEO keywords that are driving traffic to these sites are the brand names. Despite having excellent SEO, as pointed out by the PCMS research - we learned that consumers are likely to perform searches that include the broker name.
It would be very disappointing for brokers to believe that SEO for cityname +real estate or + homes for sale is going to boost traffic significantly. The web analytics from these companies does not bear out that SEO plays a major role in driving traffic.
Victor Lund
Partner
WAV Group
http://waves.wavgroup.com
http://www.wavgroup.com
Submitted by Victor Lund on January 16, 2009 - 3:16pm.
P.S. Sorry to be argumentative, but I have seen the Google Analytics and the theory that key word optimization = significant traffic increases = more leads is not working on these sites.
69% of visitors type in the broker domain name
20% come from search engines
of the 20% that come from Search Engines, 78% used a keyword that included the brokername -
Conclusion - less than 3% of broker traffic comes from SEO. Listing Syndication is a far better strategy for driving traffic (See Threewide Listing Syndication Case Study by WAV Group).
Victor Lund
Partner
WAV Group
http://waves.wavgroup.com
http://www.wavgroup.com
Submitted by Cecilia Sherrard on January 16, 2009 - 3:26pm.
While large brokers may succeed in capturing their direct entry and main SE rankings, the amount of smaller keywords and phrases is left up to the SEO savvy agents. I'm noticing most large brokerages aren't updating their information or even participating in blogging, (A vital way to capture new searches and the newest keywords rankings.) Along with a large budget for design, there should be a budget for writers and SEO. Without them, design means nothing.
Cecilia Sherrard
Howard Hanna Ohio
Cleveland Real Estate
Submitted by Colleen Kulikowski on January 16, 2009 - 4:08pm.
Fear of loss is a powerful motivator. It was motivational in my search for SEO knowledge to attain top search engine rankings.
Brokerages did not invest in fully developing their sites. They gave over the most powerful part; the listings to vendors. It was a quick and easy fix to the "advertising on the Internet problem" a couple of years ago.
They did not understand that if you build a website, it is important to place well on the search engines.
Like Laurie said, they worked out deals without knowing what the ramifications were going to be. They failed to think things through to the future.
Their lack of knowledge and planning let the fox in the hen house in the first place.
http://www.BestBuffaloHomes.com
Submitted by Jonathan Kauffmann on January 18, 2009 - 1:18pm.
It's going to be interesting when everyone starts to focus all of their marketing efforts into 'new' media and traditional media is virtually abandoned.
When everyone flocks to one area, there are opportunities in others. 'Traditional' media will be less crowded and companies and agents that use targeted tv/print strategies may very well get more bang for their buck.
That being said, I firmly believe it's all about balance.
Jonathan Kauffmann
www.NestRealtyGroup.com
Submitted by Tim O'Keefe on January 19, 2009 - 8:01pm.
Victor-
--"less than 3% of broker traffic comes from SEO...It would be very disappointing for brokers to believe that SEO for cityname +real estate or + homes for sale is going to boost traffic significantly."---
Are you serious?
Look at poorly optimized sites and use those site stats to make your case that SEO is a bad idea.
Google would not exist if not for the efficacy of having a top position in either Adwords or its natural serps. To say it is because of their brand that a Realtor is getting traffic first of all indicates a lack of knowledge of SEO. Just because you own the brand does not mean you own the position in google.That is why there is such a thing as reputation management.Which is to a large degree making sure others are not using your brand to disparage you in the top positions in the engines.
I can only take that you are attacking SEO as a viable lead generator which smacks in the face of years of experience of not just my company but many other vendors and individual brokers and agents who laugh their way to the bank each month as their competitors fall for such silly analysis.
I have read your statement several times as I have looked for a possible typeo or mistake. As I simply cannot believe that you can mean what your comment states.
Please tell me I have misunderstood your comment.
Cheers,
Tim O'Keefe
http://www.spiderworkz.com
http://www.houseblogger.com