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Why real estate agents rarely rank highly in search engine results

As the listing syndication debate remains contentious, brokers are battling for consumer eyeballs. A new study reveals that it is a major challenge for real estate agents to be found in search engine results.

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listing syndication

listing syndication

Realtors and search engine results

The long running real estate listing syndication debate has been heated and resulted in brokers across America evaluating the final destination(s) for their company’s listings. It has been contentious for many reasons, but the underlying reason the industry remains in upheaval is search engine rankings, leaving real estate professionals to analyze whether syndicators are helpful or hurtful when it comes to connecting with consumers.

After reviewing results, brokers are coming to different conclusions to this same question, which is why Real Geeks IDX Provider studied the current state of real estate SERPS (search engine result pages) to examine how a real estate professional’s listing is showing up in search engines and why so that brokers can make more informed decisions.

In the first part of Real Geeks’ series on the topic, they point out that when consumers search for terms like “Tampa Real Estate,” it is no longer likely that an individual agent or even brokerage is at the top of the search engine results in the first, second, or third page, rather the results are dominated by large syndicators or national brands.

This is the very reason that some brokers have opted out of syndicating, as they don’t seek to help syndicators to outrank them individually, while others continue to syndicate as they continue to garner most of their business through the large sites.

Current state of real estate SERPS

When Real Geeks did a search with “[city] real estate” (while logged out of Google, of course) with the top 50 metro areas by population, they logged the first three pages of Google results. Of the 1691 individuals collected from the first three pages of the top 50 metros, 30 percent of page one listings were local sites, 8.0 percent of which were Google Plus pages.

Fully 58 percent of page one listings were traditional organic pages rather than paid listings or ads, 47 percent of which were root pages (homepages), and 53 percent of which were interior pages (not homepages). Further, 5.0 percent of all page one results were for news organizations.

Real Geeks offers that this is a challenge for individual real estate professionals, because when you consider the number of independent agents in a given city, of the three local listings on page one (results that are not syndicators, big brands, or news), the odds are stacked against a single agent making the cut to be one of those three on page one.

Graphic depicting full study results:
real estate SERPs

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29 Comments

29 Comments

  1. Joe Loomer

    December 6, 2012 at 9:07 am

    Looking forward to more in this series.  Our own success has been more closely linked to focusing on the long tail than attacking the #1 keywards.
     
    Navy Chief, Navy Pride

    • 904living

      December 8, 2012 at 2:22 pm

      @Joe Loomer I need some tips from you…  I do okay in the city/area level searches but would like to be generating more organic traffic from neighborhood and street address searches…

      • Joe Loomer

        December 10, 2012 at 10:36 am

        @904living  @Joe Loomer drop me a line at jloomer@kw.com and I’ll send you some info!  Thanks! 
         
        Navy Chief, Navy Pride

        • thejorygroup

          December 12, 2012 at 12:39 pm

          @Joe Loomer  Joe, would you mind sharing your info ,re: organic traffic?  
          Thanks in advance…..Jory Blake, jory@joryblake.com

  2. MattThomson

    December 6, 2012 at 10:32 am

    Will you be continuing their series or should we be following their page from here out?

  3. MTrewe

    December 6, 2012 at 12:11 pm

    We’ll be continuing the series @MattThomson . As for visiting them, go for it 🙂

  4. AgentGenius

    December 6, 2012 at 1:15 pm

    Real Geeks did a great job 🙂

  5. drewmeyers

    December 6, 2012 at 3:02 pm

    I really don’t believe syndication has much at all to do with brokers/agents getting outranked.

    • bobwilson

      December 6, 2012 at 3:51 pm

      @drewmeyers I dont think anyone said that.

    • maloney75

      December 7, 2012 at 10:27 am

      @drewmeyers Maybe not for the City real estate terms but it DEFINITELY does for all the long tail search results.

    • bdmanson

      December 7, 2012 at 1:38 pm

      @drewmeyers One of the ranking factors is content. The big portals are using the brokers/agents listings as a big part of their content. The brokers/agents have empowered them by letting them use their (content) listings plus are unknowingly building their authority to help them outrank for their own content.. The brokers that are pulling out are probably sick of empowering the portals so they can sell them traffic back to their sites… That’s something to think about..
       
      The next series will cover in more detail how the brokers/agents are helping the portals like Zillow, Trulia and Realtor.com outrank them… Stay tuned 🙂

  6. maloney75

    December 7, 2012 at 10:30 am

    @drewmeyers  Syndication may not affect brokers/agents being outranked for the [city] real estate terms but it definitely affects the serps for all the long tail stuff.

  7. TobyBarnett

    December 7, 2012 at 3:47 pm

    I bet many have fallen to the syndicator’s suggestion of “let me help you ad our badge to your website” that conveniently includes a link back to the “city real estate” page of the syndicator. Also, the big money in which large syndicators have over the local broker is largely unrivaled. Individual brokers don’t have an in-house SEO department or the skill level to implement current and emerging SEO techniques. Why? Most brokers are doing what they know; selling homes.

    • drewmeyers

      December 7, 2012 at 3:53 pm

      @TobyBarnett You mean most agents are selling homes. Brokers are recruiting agents 😉

      • TobyBarnett

        December 7, 2012 at 4:13 pm

        @drewmeyers  Nope, in Washington State real estate agents are now referred to as brokers, associate brokers are now managing brokers with every firm still retaining a designated broker. Real estate brokerages recruit brokers. Technicalities 😛

  8. RobertaMurphy

    December 7, 2012 at 6:02 pm

    Have wondered if SERP battle is with ZTR, Google–or our own lack of foresight?  Mostly the latter, I would guess. Kudos to RealGeeks for interesting infographic; looking forward to more.

  9. AndyPiper

    December 8, 2012 at 9:24 pm

    Big players have gained and small players have lost ground with recent Google algorithm changes.

  10. AnitaKoppens

    December 10, 2012 at 1:14 pm

    Top competition keywords are good but long tail still means targeted and more serious buyers. I know lots of consumers will still click on the 1st result for head keywords but the user experience on many of the portals leave something to be desired. I haven’t seen any of our more authoritative sites suffer profoundly despite Penguin and Panda so there is still a lot of opportunity out there.

  11. thejorygroup

    December 12, 2012 at 12:34 pm

    Either way, this is great information for local agents hoping to promote their online presence / lead capture abilities. Since efficiency is part of our program, knowing where to focus our efforts helps avoid wasted personnel hours.
     
    Jory Blake
    Riverside,CA Home Sales

  12. bdmanson

    December 17, 2012 at 1:14 am

    The 2nd infographic should be posted here on Monday… Stay tuned and get ready to spread the word. The more agents that become aware of how they are unknowingly helping the competitors (Z,T & R) out rank them the better.

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Business Marketing

Canva is catching on to content trends, launches in-app video editor

(MARKETING) Canva launches an in-platform video editor, allowing access to their extensive library of assets and animations to create high-quality videos

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African American woman working on Canva Video Editor Desktop in office setting.

Video content consumption is on the rise, and the graphic design platform, Canva, took note of it. The $40 billion Australian startup has entered the video business and announced the launch of its video editor, Canva Video Suite.

The end-to-end video editor is an easy-to-use platform that anyone, no matter the skill level, can create, edit, and record high-quality videos. Best of all, it’s free, and it’s available on both desktop and mobile platforms.

The tool has hundreds of editable templates that you can use to create videos for several online platforms like TikTok, YouTube, Instagram, and Facebook. Some templates can be used to create workplace and business videos, while other templates are perfect for personal videos. There are playful themes you can use to create that spooky video just in time for Halloween or make a laugh-out-loud video to send to your best friend! With a wide range of selections, in no time you’ll start creating your very own video masterpiece with Canva.

Caucasian man holding iPhone showing Canva video editor on mobile.

What else does the video software offer and what can you do with it? Well, let me tell you:

Collaborate in real-time

Having everyone on the same page is important and Canva’s video suite takes that into account. To collaborate with others, you simply send them an invite, and together you can edit videos, manage assets, and leave comments to give your input.

Video timeline editing and in-app recording

Similar to building presentation slides, Canva’s scene-based editor simplifies video editing by using a timeline approach. With it, you can quickly reorder, crop, trim, and splice your videos. Also, users don’t need to leave the platform to record that last-minute shot; within the app, you can shoot and record yourself from a camera or a screen.

Library of assets

The video editor is filled with an array of watermark-free stock footage, icons, images, illustrations, and even audio tracks that you can choose from – but if you really need something that is not on their platform – you can upload your own image, video, or audio track.

Animate with ease

Although still in the process of being released, soon you will be able to add animations of both text and visual elements in just a few simple clicks. Among others, animation presets that fade, pan, and tumble will help you transform your video and take it to a whole other level.

Overall, Canva Video Suite is very intuitive and has all the essential things you need to create a video. And by streamlining the video creation process, Canva is ensuring it enters the video marketplace with a bang.

“One of Canva’s guiding principles is to make complex things simple, and our new Video Suite will allow everyone to unlock the power of video, whether that’s to market their business, make engaging social posts, or express their creativity,” said Rob Kawalsky, Head of Product at Canva.

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Business Marketing

Amazon attracts advertisers from Facebook after Apple privacy alterations

(MARKETING) After Apple’s privacy features unveil, Amazon adapts by taking a unique approach to targeting, disrupting revenue for the ad giant Facebook.

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Two African American women work at their desks, one viewing Amazon's advertising landing page.

As a de facto search engine of its own persuasion, Amazon has been poaching ad revenue from Google for some time. However, disrupting the revenue stream from their most recent victim – Facebook – is going to turn some heads.

According to Bloomberg, Apple’s recent privacy additions to products such as iPhones are largely responsible for the shift in ad spending. While platforms like Facebook and Instagram were originally goldmines for advertisers, these privacy features prevent tracking for targeting – a crucial aspect in any marketing campaign.

Internet privacy has been featured heavily in tech conversations for the last several years, and with Chrome phasing out third-party cookies, along with Safari and Firefox introducing roughly analogous policies, social media advertising is bound to become less useful as tracking strategies struggle to keep up with the aforementioned changes.

However, Amazon’s wide user base and separate categorization from social media companies makes it a clear alternative to the Facebook family, which is perhaps why Facebook advertisers are starting to jump ship in an effort to preserve their profits.

This is the premise behind the decision to reduce the Facebook ad spending of Vanity Planet by 22%, a home spa vendor, while facilitating a transition to Amazon. “We have inventory…and the biggest place we are growing is Amazon,” says Alex Dastmalchi, the entrepreneur who runs Vanity Planet.

That gap will only widen with Apple’s new privacy features. Bloomberg reports that when asked in June if they would consent to having their internet activity tracked, only one in four iPhone users did so; this makes it substantially harder for the ad campaigns unique to Facebook to target prospective buyers.

It also means that Amazon, having demonstrated a profound effectiveness in targeting individuals both pre- and post-purchase, stands to gain more than its fair share of sellers flocking to promote their products.

Jens Nicolaysen, co-founder of Shinesty (an eccentric underwear company), affirms the value that Amazon holds for sellers while acknowledging that it isn’t a perfect substitute for social media. While Nicolaysen laments the loss of the somewhat random introduction charm inherent on Instagram, he also believes in the power of brand loyalty, especially on a platform as high-profile as Amazon. “The bigger you are, the more you lose by not having any presence on Amazon,” he explains.

As privacy restrictions continue to ramp up in the coming months, it will be interesting to see how social media advertising evolves to keep up with this trend; it seems naive to assume that Amazon will replace Facebook’s ads entirely, tracking or no tracking.

Apple's privacy landing page showing iPhone users ability to shut off location services and a desktop image of a user's ability to control how their data is managed.

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Business Marketing

How many hours of the work week are actually efficient?

(BUSINESS MARKETING) Working more for that paycheck, more hours each week, on the weekends, on holidays can actually hurt productivity. So don’t do that, stay efficient.

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Clock pointed to 5:50 on a plain white wall, well tracked during the week.

Social media is always flooded with promises to get in shape, eat healthier and… hustle?

In hustle culture, it seems as though there’s no such thing as too much work. Nights, weekends and holidays are really just more time to be pushing towards your dreams and hobbies are just side hustles waiting to be monetized. Plus, with freelancing on the rise, there really is nothing stopping someone from making the most out of their 24 hours.

Hustle culture will have you believe that a full-time job isn’t enough. Is that true?

Although it’s a bit outdated, Gallup’s 2014 report on full-time US workers gives us an alarming glimpse into the effects of the hustle. For starters, 50% of full-time workers reported working over 40 hours a week – in fact, the average weekly hours for salaried employees was up to 49 hours.

So, what’s the deal with 40 hours anyway? The 40 hour work-week actually started with labor rights activists in the 1800s pushing for an 8 hour workday. In 1817, Robert Owen, a Welsh activist, reasoned this workday provided: “eight hours labor, eight hours recreation, eight hours rest.”

If you do the math, that’s a whopping 66% of the day devoted to personal needs, rather than labor!

Of course, it’s only natural to be skeptical of logic from two centuries ago coloring the way we do business in the 21st century. For starters, there’s plenty of labor to be done outside of the labor you’re paid to do. Meal prep, house cleaning, child care… that’s all work that needs to be done. It’s also all work that some of your favorite influencers are paying to get done while they pursue the “hustle.” For the average human, that would all be additional work to fall in the ‘recreation’ category.

But I digress. Is 40 hours a week really enough in the modern age? After all, average hours in the United States have increased.

Well… probably not. In fact, when hours are reduced (France, for instance, limited maximum hours to 35 hours a week, instead of 40), workers are not only more likely to be healthier and happier, but more efficient and less likely to miss work!

So, instead of following through with the goal to work more this year, maybe consider slowing the hustle. It might actually be more effective in the long run!

This story was first published in January 2020.

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