Realtors’ uphill search engine battle
Real estate technology company, RealGeeks is asserting in a three part series that large real estate search companies are ranking at the top of all search engine result pages (SERPs), last week releasing a graphic outlining why individual real estate agents rarely rank highly in search engine results, empowered by small changes in Google’s algorithm in recent years. Search engine optimization (SEO) and social media efforts have increased on the part of real estate professionals (Realtors, real estate agents, and brokers alike) as they slip in the rankings, despite their efforts to appease the search engine deities.
Today, the company says that real estate professionals are actually helping Zillow and Trulia to outrank them. “Usually, it’s a matter of other sites simply doing something better than you,” RealGeeks writes on their blog. “Maybe they’ve built more backlinks. Maybe they’re better at marketing. That’s the nature of any business—fair competition. But what if you were unknowingly helping another site to outrank you?”
They outline a “scheme” on the part of Zillow and Trulia, who offer a “widget” offering anything from mortgage calculators, maps, photo slideshows, home value estimators, or even a contact form, driving traffic from independent real estates to the widget’s originator, helping them to rank more highly in the search engines.
Analyzing one such Zillow widget
RealGeeks shows an example of a Zillow home value widget wherein the last line of code has “three areas of concern.” The backlink, inclusion of the city, and the microformat data markup are all said to be a real estate professional’s inadvertent aiding of Zillow’s rankings in search engines to ultimately outrank their own.
First, RealGeeks points to the backlink to Zillow. “Well, you think, that’s only right considering they’re providing me with this free widget. One little link won’t hurt anything. But there’s something you must understand. A link coming into a site—more commonly called a backlink—gives that site a boost in authority and rank. The more backlinks a site has, the better it looks to Google and the other search engines. Every backlink is a boost to Zillow’s rank, and an anchor on independent agents’ sites competing to be found.”
Second, they say inclusion of the city is concerning, as “Zillow is basically horning in on your local search action.” The anchor text is optimized to target people searching “homes for sale in [city]” online, which is how the widget contributes to a real estate professionals’ being outranked locally so that Zillow pops up when someone searches that term, rather than the local agent.
Third, the company looks at the microformat data markup, noting that the widget is telling Google that there is more information available than just text (see “span” in the code), like a map or something visual, which Google has an affinity for microformats because it implies interactivity and additional information, “drowning out your small, text-only link.”
Just alter the code, right?
Further, you agree to allow Zillow to change the content returned by the widget, so at some point in the future, they may not get the information they’re looking for, says RealGeeks, adding that Trulia offers widgets with terms users must agree to as well, also helping Trulia to outrank agents in search engines.
So how do individual real estate professionals fight back?
“The first and best action you can take is to immediately and completely remove any Zillow and Trulia widgets from your independent real estate website,” RealGeeks advises, offering that custom widgets can be created, or there are free widgets that are not as concerning.
RealGeeks calls these widgets “predatory linking practices” on the part of Zillow and Trulia, but as they opine in the beginning, it is a fair business tactic as they offer a free service to real estate professionals via useful widgets, but through extensive explanation, imply that real estate professionals are unaware of the consequences of using these widgets.
San Diego broker Roberta Murphy asks if the battle between independents and “ZTR” (Zillow, Trulia, Realtor.com) is a matter of real estate professionals’ own lack of foresight.
The linking practices have been in place for years, and Zillow and Trulia have been offering free tools for real estate professionals since their inception, which is quite a brilliant business move, and although it has led to thousands upon thousands of links from agent websites telling Google that Zillow and Trulia are high quality and relevant, it is not exactly the fault of Zillow or Trulia, rather agents who like shiny widgets that don’t read or understand the implications of terms of service they agree to.
Malicious? Not really. Taking advantage of ignorance? Sure. Smart business for Zillow an Trulia? Absolutely.
Graphic outlining RealGeeks’ assertions:
Marketing amidst uncertainty: 3 considerations
(BUSINESS MARKETING) As the end of the COVID tunnel begins to brighten, marketing strategies may shift yet again – here are three thoughts to ponder going into the future.
The past year has been challenging for businesses, as operations of all sizes and types and around the country have had to modify their marketing practices in order to address the sales barriers created by the pandemic. That being said, things are beginning to look up again and cities are reopening to business as usual.
As a result, companies are looking ahead to Q3 with the awareness they need to pivot their marketing practices yet again. The only question is, how?
Pandemic Pivot 1.0: Q3 2020
When the pandemic disrupted global markets a year ago, companies looked for new ways to reach their clients where they were: At home, even in the case of B2B sales. This was the first major pivot, back when store shelves were empty care of panic shopping, and everyone still thought they would only be home for a few weeks.
How did this transition work? By building out more extensive websites, taking phone orders, and crafting targeted advertising, most companies actually survived the crisis. Some even came out ahead. With this second pivot, however, these companies will have to use what they knew before the pandemic, while making savvy predictions about how a year-long crisis may have changed customer behavior.
Think Brick And Mortar
As much as online businesses played a key role in the pandemic sales landscape, as the months wore on, people became increasingly loyal to local, brick and mortar businesses. As people return to their neighborhood for longer in-person adventures, brands should work on marketing strategies to further increase foot traffic. That may mean continuing to promote in-store safety measures, building a welcoming online presence, and developing community partnerships to benefit from other stores’ customer engagement efforts.
Reach Customers With PPC
Obviously brick and mortar marketing campaigns won’t go far for all-online businesses, but with people staying at home less, online shops may have a harder time driving sales. Luckily, they have other tools at their disposal. That includes PPC marketing, one of the most effective, trackable advertising strategies.
While almost every business already uses some degree of PPC marketing because of its overall value, but one reason it’s such a valuable tool for businesses trying to navigate the changing marketplace is how easy it is to modify. In fact, best practice is to adjust your PPC campaign weekly based on various indicators, which is what made it a powerful tool during the pandemic as well. Now, instead of using a COVID dashboard to track the impact of regulations on ad-driven sales, however, companies can use PPC marketing to see how their advertising efforts are holding up to customers’ rapidly changing shopping habits.
It’s All About The Platforms
When planning an ad campaign, what you say is often not as important as where you say it – a modern twist on “the medium is the message.” Right now, that means paying attention to the many newer platforms carrying innovative ad content, so experiment with placing ads on platforms like TikTok, Reddit, and NextDoor and see what happens.
One advantage of marketing via smaller platforms is that they tend to be less expensive than hubs like Facebook. That being said, they are all seeing substantial traffic, and most saw significant growth during the pandemic. If they don’t yield much in the way of results, losses will be minimal, but given the topical and local targeting various platforms allow for, above and beyond standard PPC targeting, they could be just what your brand needs as it navigates the next set of marketplace transitions.
The last year has been unpredictable for businesses, but Q3 2021 may be the most uncertain yet as everyone attempts to make sense of what normal means now. The phrase “new normal,” overused and awkward as it is, gets to the heart of it: we can pretend we’re returning to our pre-pandemic lives, but very little about the world before us is familiar, so marketing needs a “new normal,” too.
Advertising overload: Let’s break it down
(BUSINESS MARKETING) A new study finds that frequent ads are actually more detrimental to a brand’s image than that same brand advertising near offensive content.
If you haven’t noticed, ads are becoming extremely common in places that are extremely hard to ignore—your Instagram feed, for example. Advertising has certainly undergone some scrutiny for things like inappropriate placement and messaging over the years, but it turns out that sheer ad exhaustion is actually more likely to turn people off of associated brands than the aforementioned offensive content.
Marketing Dive published a report on the phenomenon last Tuesday. The report claims that, of all people surveyed, 32% of consumers said that they viewed current social media advertising to be “excessive”; only 10% said that they found advertisements to be “memorable”.
In that same group, 52% of consumers said that excessive ads were likely to affect negatively their perception of a brand, while only 32% said the same of ads appearing next to offensive or inappropriate content.
“Brand safety has become a hot item for many companies as they look to avoid associations with harmful content, but that’s not as significant a concern for consumers, who show an aversion to ad overload in larger numbers,” writes Peter Adams, author of the Marketing Dive report.
This reaction speaks to the sheer pervasiveness of ads in the current market. Certainly, many people are spending more time on their phones—specifically on social media—as a result of the pandemic. However, with 31% and 27% of surveyed people saying they found website ads either “distracting” or “intrusive”, respectively, the “why” doesn’t matter as much as the reaction itself.
It’s worth pointing out that solid ad blockers do exist for desktop website traffic, and most major browsers offer a “reader mode” feature (or add-on) that allows users to read through things like articles and the like without having to worry about dynamic ads distracting them or slowing down their page. This becomes a much more significant issue on mobile devices, especially when ads are so persistent that they impact one’s ability to read content.
Like most industries, advertisers have faced unique challenges during the pandemic. If there’s one major takeaway from the report, it’s this: Ads have to change—largely in terms of their frequency—if brands want to maintain customer retention and loyalty.
7 simple tips to boost your customer loyalty online
(BUSINESS MARKETING) Without a brick-and-mortar store, building rapport and customer loyalty can be a challenge, but you can still build customer loyalty online.
With many businesses – both big and small – operating online, there are less opportunities for building those face-to-face relationships that exist in brick and mortar stores. According to smallbizgenius, 65% of the company’s revenue comes from existing customers.
It’s important to keep in mind the different tactics at your disposal for increasing customer loyalty. Noupe recently released a list of actionable tips for increasing this loyalty. Let’s examine these ideas and expand on the best.
- Keep your promises – Stay true to what you’ve agreed to, obviously contractually, but stay true to your company values as well. Even if you feel you’ve built a good loyalty where there is room to take a step back, don’t rest on your laurels and be sure to remain consistent. If you’ve provided a good experience, keep that going. The only change that should happen is in it getting better.
- Stay in communication – In addition to the ever-so-vital social media platforms, consider creating an email newsletter to stay in touch with your customers. Finding ways to have them keep you in mind should be at the front of your mind. By reaching out and being friendly, this will help retain their business.
- Be flexible with payments – No, don’t sell yourself short, but consider installment plans for pricier items or services. This will help customers feel more at ease when their wallet’s health is at stake.
- Reward programs – Consider allowing customers to accrue loyalty points in exchange for a freebie. The old punch card method is still an incredibly popular concept, and is a great way to keep people coming back. The cost associated with giving something away for free will be minimal in comparison to loyalty you receive in order for the customer to get to that point. Make sure that what a customer is putting in is about equal to what they’re getting out of it (i.e. don’t have a customer spend $100 in order to get $1 off their next purchase). If all of this proves successful, this can eventually be expanded by creating VIP levels.
- Prioritize customer service – A first impression is everything. By prioritizing customer service, you can help shape the narrative of the customer and how they view your business. This splinters off into them giving good word of mouth recommendations to friends and family. Be sure to keep positive customer service as the forefront of your mind, as giving a bad review is just as easy – or even easier – as giving a good review.
- Value feedback – Allow customers a space to provide their feedback, either on your website or on social media. Find out what brought them to you and gage how their experience was. Be sure to thank them for their feedback and take it into consideration. Feedback – both good and bad – can be vital in helping shape a business.
- Avoid laziness – Stay sharp at all times. Don’t treat all customers as nothing but currency. Include personalized touches wherever you can. This will make all of the difference.
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