BrokerageIndustry News

Real estate search goes organic

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How can you maximize your return on your Web advertising campaign with a minimum amount of cost? Going organic is the solution. There are two primary ways to advertise on search engines such as Google, MSN or Yahoo. The first is called "pay-per-click." This type of paid placement is based upon how much you are willing to bid to be placed above other bidders. In contrast, "organic" search placement is based upon how well the key words on a given Web site match the search terms the user selects. It is also based upon how many people click through to the site, whether or not they stay on the site, how long the site has been in existence, as well as a host of other complicated factors. Given that organic search costs you nothing and pay-per-click can be quite expensive, obtaining good organic search placement can be a huge win for your business. For example, I recently received an e-mail from a man who was trying to market a condominium project using pay-per-click ads. He was paying $20,...