Connect with us

Business Marketing

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.

Published

on

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

The American Genius is news, insights, tools, and inspiration for business owners and professionals. AG condenses information on technology, business, social media, startups, economics and more, so you don’t have to.

Continue Reading
Advertisement
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.

Leave a Reply

Your email address will not be published. Required fields are marked *

Business Marketing

Google Analytics will now filter out bot traffic

(BUSINESS NEWS) Bender won’t be happy that Google Analytics will now automatically remove bot traffic from your results, but it’ll help your business.

Published

on

google analytics bot

In the competitive, busy world of online content, Google Analytics can help businesses and online publications deliver what their audience and consumers want. Now Google is finally taking the step of filtering out bot traffic in your Google Analytics reporting. This is excellent news!

In the world of websites, online news sites, blogs, and social media, bots are the bane of our existence. In their finest form, they are the electronic equivalent of junk mail. At their worst, they can carry malicious malware and viruses to your site and computer. They can even flood the internet with unfounded rumors that can have an impact on people’s opinions–stirring the political pot or lending misleading numbers to drive unfounded rumors, such as wearing a mask is dangerous. No it’s not! Chalk that nonsense up to bots and crackpots.

For businesses that rely on Google Analytics to determine what content is not only reaching but also resonating with potential customers, filtering out the bot traffic is crucial to determining the best course of action. Bots skew the data and therefore, end up costing businesses money.

Bots set up for malicious purposes crawl the internet looking for certain information or user behaviors. Bad bots can steal copyrighted content and give it to a competitor. Having identical copies on two sites hurts your site and can dink your SEO ranking. However, good bots can seek out duplicate content and other copyright infringements, so the original content creator can report them.

However, it is important for companies and content creators to know if their content is actually reaching real live humans. To this end, Google will start filtering out bot traffic automatically. The Interactive Advertising Bureau (IAB) actually provides an International Spiders and Bots list, through which Google can more easily identify bots. They use the list and their own internal research to seek out bots in action, crawling through the internet and confusing things.

Google says the bot traffic will be automatically filtered out of the Google Analytics results–users don’t have the choice. Some may argue there is a good reason to see all of the data, including bots. Many businesses and online publications, though, will be relieved to have a much clearer vision of what content genuinely appeals to humans, to readers and potential customers. It is a welcomed advancement.

Continue Reading

Business Marketing

Opportunity Zones: A chance to do good

(BUSINESS MARKETING) Opportunity zones offer a chance to breathe new life into economically-distressed communities.

Published

on

opportunity zones

Opportunity Zones are a beautiful mechanism for growing communities that are struggling, but some critics have put this process in a negative light. The following is an expert’s perspective on just this topic.

Jim White, PhD is Chairman and CEO of Post Harvest Technologies, Inc. and Growers Ice Company, Inc., Founder and CEO of PHT Opportunity Fund LP, and Founder and President of JL White International, LLC. His new book is a heartfelt rallying cry for investors: Opportunity Investing: How to Revitalize Urban and Rural Communities with Opportunity Funds, launched March 31, 2020.

Dr. White holds a B.S. in civil engineering, an MBA, and a doctorate in psychology and organizational behavior. He acquires struggling businesses to revive and develop them into profitable enterprises using his business turnaround strategy.

In his own words below:

BY JIM WHITE, PHD

Every investment vehicle has a twist some folks don’t like. Real estate, stock options, offshore tax havens, and even charitable gifting can be criticized for certain loopholes.

Likewise, some detractors have pointed to opportunity zones, a newer investment vehicle unveiled in the Tax Cuts and Jobs Act passed by Congress in December 2017. This bold, bipartisan plan allows for private investment capital to be channeled into some of the most distressed communities in the nation, serving the struggling residents and the investors alike.

Personally, I believe it is one of the noblest initiatives to emerge from Washington in years.

I grew up in a sharecropper cabin in what would have been an opportunity zone in Salem, South Carolina. What would an influx of investment dollars have meant to my low-income community? More and better-paying jobs to offset unemployment. People relocating to my town for those jobs, reversing population decline and increasing real estate values. New life breathed into local businesses. The increased tax revenues could have helped improve failing infrastructure. Social challenges, like crime and drug use, could have decreased. Better resources for my family and our neighbors, such as health care and education, would have emerged.

Today, there are nearly 8,800 distressed communities dotting the country that have been identified as Qualified Opportunity Zones (QOZs). These neighborhoods were designated from census tracks, treasury, and state leaders as communities that would benefit from an influx of investment dollars directed through Qualified Opportunity Funds (QOFs) to reinvigorate businesses, rebuild infrastructure and bolster residents.

As our economy continues to falter, more and more businesses file Chapter 11 and unemployment soars under COVID-19, I believe we are heading toward a painful expansion in designated opportunity zones. Even with the latest round of CARES stimulus money many people will have no way to rebound from this crisis.

One of the unexpected consequences of the coronavirus quarantine is that many businesses are discovering that, in reality, they can succeed through working remotely. This success is a double edged sword, meaning that if a business can thrive with employees working offsite then commercial real estate will suffer. And when companies no longer require brick-and-mortar locations, a local domino effect ensues; ancillary businesses, from cafés to gyms to print shops in and around a commercial office environment will subsequently close. The ripples will be felt through many other industries, including construction, transportation, energy, and retail.

Qualified Opportunity Zones and Qualified Opportunity Funds are instruments that can help stop a downward spiral. When a sponsor is able to present a project that meets the objectives of the QOZ initiative, both the QOZ and the investors benefit. That’s a win!

And, it’s not only urban centers that benefit from investment dollars. Forty percent of opportunity zones are rural. Even with often plentiful food, water, energy and other natural resources, deep poverty exists, and too many of America’s 60 million rural residents lack access to education and healthcare. A declining population often goes hand in hand with failing infrastructure as tax money for repairs dwindles. Many households lack broadband, something the vast majority of Americans take for granted.

Despite the challenges, rural residents are often surprisingly resilient and resourceful. According to The Hill (“Rural America has opportunity zones too”), rural residents create self-employment opportunities at a slightly higher rate than the national average. Their challenge is to connect with investors and access funding, more of which is directed to small business investment on the coasts.

In fact, many entrepreneurs and small business owners don’t know about Qualified Opportunity Funds. If a business is located in an opportunity zone it is eligible for direct funding by reaching out to the QOFs with a specific request for funding.

More than any investment plan that’s come before, I believe opportunity zones have the greatest capacity for positive social and economic impact. Spread out over many communities, these investments can help our nation flourish as a whole.

Continue Reading

Business Marketing

Gloves that translate sign language in real time

(BUSINESS MARKETING) A new wearable tech translates American Sign Language into audible English in real time.

Published

on

Advancements in technology never cease to amaze. The same is true right this moment as a new technology has been released that helps translate American Sign Language (ASL) signs into spoken English in real time.

This technology comes in the form of a hand glove – similar looking on the front side to what one would wear in the winter, but much more advanced when in view of the palm. The palm side of the glove contains sensors on the wearer to identify each word, phrase, or letter that they form via ASL, and is then translated into audible English via an app that coincides with the glove.

This is all done in real time and allows for instant communication without the need for a human translator. The signals are translated at a rate of one word per second.

The project was developed by scientists at UCLA. “Our hope is that this opens up an easy way for people who use sign language to communicate directly with non-signers without needing someone else to translate for them,” said lead researcher Jun Chen.

The hope is to make communication easier for those who rely on ASL, and to help those unfamiliar with ASL adapt to the signs. It is thought that between 250,000 and 500,000 people in the United States use ASL. As of now, the glove does not translate British Sign Language – the other form a sign language that utilizes English.

According to CNN, the researchers also added adhesive sensors to the faces of people used to test the device — between their eyebrows and on one side of their mouths — to capture facial expressions that are a part of American Sign Language. However, this facet of the technology is not loved by all.

“The tech is redundant because deaf signers already make extensive use of text-to-speech or text translation software on their phones, or simply write with pen and paper, or even gesture clearly,” said Gabrielle Hodge, a deaf post-doctoral researcher from the Deafness Cognition and Language Research Centre (DCAL) at University College London. “There is nothing wrong with these forms of communication.”

What are your thoughts on this advancement? Comment below!

Continue Reading
Advertisement

Our Great Partners

The
American Genius
news neatly in your inbox

Subscribe to our mailing list for news sent straight to your email inbox.

Emerging Stories

Get The American Genius
neatly in your inbox

Subscribe to get business and tech updates, breaking stories, and more!