Industry NewsTechnology

Does Google know where you are?

WAV Group details 'localism' SEO strategy

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...