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SEO Efforts Measured and Directed



Over the last few months we have been working on getting your site listed higher up on the search engine results (SERPs).  In a recent article I discussed that nearly every site will rank well for something (even if it’s not what you had in mind), and last time I told you to check your site stats to see how people find you.  I was surprised by the number of emails I received asking me what I was talking about – how can you tell HOW somebody found you?

When it comes to SEO, content is king.  And not just any content, content people want to read.  Your site has the ability to help you figure out what that is, you just have to let it tell you.

For those of us running our sites on WordPress, it couldn’t be easier to find out how people got to our sites and what they looked at.  You’ll need to install a couple plugins, and I’ll cover what each can tell you.

WP Stats

WP Stats provides almost all the information you need to measure your site and make informed decisions about future growth.  You’ll need to do a bit of configuration at before it will start collecting data, but once you’ve done that the rest is so easy a cave man could do it.  The stats are divided into sections they tell you were visitors came from, what they did and where they went.


Each time someone follows a link to your site, they are being “referred”.  This information helps you measure the success of your link building efforts.  Maybe you left a comment on someone else’s blog, or you had a story submitted to digg.  Maybe it’s traffic from your twitter page.  If there are sites listed here you don’t recognize, be sure to check them out and make sure it’s a site you want traffic from.  If it is, thank them.  If not, poliely ask them to stop.

Top Posts and Pages

As this sections name implies, it lists what pages have the most traffic and how many views each has had.  Naturally pages with high counts are the most popular, you should consider doing more posts about those subjects.

Search Engine Terms

This is the “fun” stuff.  This area of the stats page shows you what people searched for on the search engines to find your site, and how many times a phrase was used.  Evaluate this section carefully.  You may be surprised at what brings people to your pages.  Look for trends, and build your content based on what people want.


Pages listed in the clicks section tell you what outbound links your visitors followed.  Providing your visitors the most relevant content possible sometimes means sending them to another site.  They will both appriciate and remember it.

Incoming Links

Can you guess?  Yes, these are pages which link back to yours.  Well, actually they are pages that Google says link back to yours.  The actual number is probably much higher.

Want more details than the front page gives you, each of these sections can be clicked on for additional details.

Search Unleashed

This nifty plug-in gives your visitors some advanced searching functions, making it easier to find pages on your site.  More importantly, it logs all of the searches so you can see what people are looking for, and hopefully finding.  If you notice people searching for content you don’t have – add it.

If you are not running your site on WordPress, don’t despair.  Most web hosts provide some form of web stats, and the areas covered above are normally included.  Many site owners use Google’s stats tool, it’s free and pretty simple.  But, it provides a lot more data than a beginner may need and it’s not as easy to find the basic information as it is in WP Stats.  I do reccoment you install it soon though and let it start collecting data so that when you are ready for more information it is all ready available for you.

Jack Leblond is a SEO/SEM professional working for a large corporation full time in Austin, TX. He is not a Realtor, he is our in-house SEO expert. Jack is the Director of Internet Strategy and Operations for TG ( In addition to managing the team that develops and maintains the company's multiple Web sites, he focuses on Search Engine Optimization (SEO), e-marketing and Social Media. Jack's background ranges from Submarine Sonar Technician/Instructor for the United States Navy, technical writer, pioneer in internet/intranet creation for McGraw-Hill and Times Mirror Higher Education, former Adjunct Professor for two Universities teaching web-related courses, has served as a city council member and co-founded Net-Smart, a web design and hosting company, where he managed networks and oversaw the development of hundreds of Web sites. As a free-lance SEO consultant, Jack performs SEO Site Audits for small/medium businesses that want their web sites to perform better in the search engine listings.

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  1. Chuck G

    December 20, 2008 at 1:37 pm

    Hi Jack,

    Great info on SEO. Another really nice WordPress plug-in that I like is CyStats (

    Much like you mentioned above, one of the most valuable things this plug-in does is to give you great insight on how succesful your link-building is. It tracks all incoming links very well, and provides decent statistical analysis.

    Happy Holidays,


  2. fred

    December 21, 2008 at 9:41 pm

    Hello, yes I use WP Stats for all my sites, and it’s extremely helpful in finding out where my visitors are coming from. The best easiest stats tool for wordpress. I couldn’t live without WP!

  3. g. dewald

    December 22, 2008 at 10:35 am

    I can see that I’m going to have subscribe to the Leblond feed. Great post.

    I prefer installing GA on all sites. But it’s great to see info on some of the other tools out there.

    Are you going to be at Inman, Jack?

  4. Karen Goodman

    December 22, 2008 at 6:28 pm

    I’m using a combination of and Google Analytics. Together,they give me a wealth of information.

    I really like that I can click on a particular visitor, see where they came from, what keywords they searched on, and everything that they did while on the site. It is often surprising where people go once they make it to your site.

    If you are on Twitter, say hello @karenstl.

  5. Mack

    December 23, 2008 at 9:10 pm

    I guess I am a bit of a Google Freak. I use Google Analytics along with Google Webmaster Tools on my primary site. A site I am Beta Testing uses Awstats(sp) and I am not to sure how I like those.

  6. Ken Jansen

    July 23, 2009 at 9:15 pm

    Very interesting article. Thank you.
    After I look at what phrases people used to find me I like to look at my google adwords account and see where those phrases rank in the overall traffic pattern or if I am even targeting those on adwords. I like the adwords keyword suggestion tool.



  7. realliferon

    September 24, 2009 at 10:15 pm

    Wow! Being new I am trying to wrap my head around all of this branding, marketing, SEO…..and it is quite a bit to digest. I would love to have a client come from someone stumbling onto a post from me, but I realize that is along way off. Thanks for this post and I think AG will be very helpful in getting me to a point where my web presence will be something decent.

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Disputing a property’s value in a short sale: turn a no into a go

During a short sale, there may be various obstacles, with misaligned property values ranking near the top, but it doesn’t have to be a dealbreaker!



magic eight ball

magic eight ball

It’s about getting your way

Were you on the debate team in high school? Were you really effective at convincing your parent or guardian to let you do things that you shouldn’t have been doing? How are your objection-handling skills? Can you flip a no into a go?

When working on short sales, there is one aspect of the process that may require those excellent negotiation or debate skills: disputing the property value. In a short sale, the short sale lender sends an appraiser or broker to the property and this individual conducts a Broker Price Opinion or an appraisal, using special forms provided by the short sale lender.

After this individual completes the Broker Price Opinion or the appraisal, he or she will return it to the short sale lender. Shortly thereafter, the short sale lender will be ready to talk about the purchase price. Will the lender accept the offer on the table or is the lender looking for more? If the lender is seeking an offer for a lot more than the one on the table, mentally prepare for the fact that you will need to conduct a value dispute.

Value Dispute Process

While each of the different short sale lenders (including Fannie Mae) has their own policies and procedures for value dispute, all these procedures have some things in common. Follow the steps below in order to conduct an effective value dispute.

  1. Inquire about forms. Ask your short sale lender if there are specific forms that you need to complete in order to conduct a value dispute. Obtain those forms if necessary.
  2. Gather information. Your goal is to convince the lender to accept the buyer’s offer, so you need to demonstrate that your offer is in line with the value of the property. Collect data that proves this point, such as reports from the MLS, Trulia, Zillow, or your local title company.
  3. Take photos. If there are parts of the property that are substandard and possibly were not revealed to the lender by the individual conducting the BPO, take photos of those items. Perhaps the kitchen has no flooring, or there is a 40-year old roof. Take photos to demonstrate these defects.
  4. Obtain bids. For any defects on the property, obtain a minimum of two bids from licensed contractors. For example, obtain two bids from roofers or structural engineers if necessary
  5. Write a report. Think back to high school English class if necessary. Write a short essay that references your information, photos, and bids, and explains how these items support your buyer’s value. This is not something that you whip up in five minutes. Spend time preparing a compelling appeal.

It is entirely possible that some lenders will not be particularly open-minded when it comes to valuation dispute. However, more times than not, an effective value dispute leads to short sale approval.

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Short sale standoffs: how to avoid getting hit

The short sale process can feel a lot like a wild west standoff, but there are ways to come out victorious, so let’s talk about those methods:



short sales standoff

short sales standoff

What is a short sale standoff?

If you are a short sale listing agent, a short sale processor, or a short sale negotiator then you probably already know about the short sale standoff. That’s when you are processing a short sale with more than one lien holder and neither will agree to the terms offered by the other. Or… better yet, each one will not move any further in the short sale process until they see the short sale approval letter from the other lien holder.

Scenario #1 – You are processing a short sale with two different mortgage-servicing companies. Bank 1 employees tell you that they will proceed with the short sale, and they will offer Bank 2 a certain amount to release their lien. You call Bank 2 and tell them the good news. Unfortunately, the folks at Bank 2 want more money. If Bank 1 and Bank 2 do not agree, then you are in a standoff.

Scenario #2 – You are processing a short sale with two different mortgage-servicing companies. Bank 1 employees tell you that they cannot generate your approval letter until you present them with the approval letter from Bank 2. Bank 2 employees tell you the exact same thing. Clearly, in this situation, you are in a standoff.

How to Avoid the Standoff

If you are in the middle of a standoff, then you are likely very frustrated. You’ve gotten pretty far in the short sale process and you are likely receiving lots of pressure from all of the parties to the transaction. And, the lenders are not helping much by creating the standoff.

Here are some ideas for how to get out of the situation:

  • Go back to the first lien holder and ask them if they are willing to give the second lien holder more money.
  • Go to the second lien holder and tell them that the first lien holder has insisted on a maximum amount and see if they will budge.
  • If no one will budge, find out why. Is this a Fannie Mae or Freddie Mac loan? If so, they have a maximum that they allow the second. And, if you alert the second of that information, they may become more compliant.
  • Worst case: someone will have to pay the difference. Depending on the laws in your state, it could be the buyer, the seller, or the agents (yuck). No matter what, make sure that this contribution is disclosed to all parties and appears on the short sale settlement statement at closing.
  • In Scenario #2, someone’s got to give in. Try explaining to both sides where you are and see if one will agree to generate their approval letter. If not, follow the tips provided in this Agent Genius article and take your complaint to the streets.

One thing about short sales is that the problems that arise can be difficult to resolve merely because of the number of parties involved—and all from remote locations. Imagine how much easier this would be if all parties sat at the same table and broke bread? If we all sat at the same table, then we wouldn’t need armor in order to avoid the flying bullets from the short sale standoff.

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Short sale approval letters don’t arrive in the blink of an eye

Short sale approval letters may look like they’ve been obtained simply by experts, but it takes time and doesn’t just happen with luck.



short sales

short sale approval

Short sale approval: getting prepared, making it happen

People always ask me how it is that I obtain short sale approval letters with such ease. The truth is, that while I have more short sale processing and negotiating experience than most agents and brokers, I don’t just blink my eyes like Jeannie and make those short sale approval letters appear. I often sweat it, just like everyone else.

Despite the fact that I do not have magical powers, I do have something else on my side—education. One of the most important things than can lead to short sale success for any and all agents is education.

Experience dictates that agents that learn about the short sale process
have increased short sale closings.

Short sale education opportunities abound

There are many ways to become educated about the short sale process and make getting short sale approval letters look easy to obtain. These include:

  • Classes at your local board of Realtors®
  • Free short sale webinars and workshops
  • The short sale or foreclosure specialist designations

As the distressed property arena grows and changes, it is important to always stay abreast of policy changes that may impact how you do your job and how you process any short sale that lands on your plate.

The most important thing to do is to read, read, read. Follow short sale specialists and those who blog about short sales on AGBeat, Google+, facebook, and twitter. Set up a Google Alert for the term ‘short sale’ and you will receive Google’s top short sale picks daily in your email inbox. Visit mortgagor websites to read up on their specific policies and procedures.

Don’t take on too much

And, when you get a call from a prospective short sale seller, make sure that you don’t bit off more than you can chew. Agents in most of America right now are clamoring for listings since we are in the midst of a listing shortage. But, if you are going to take on a short sale, be sure that it is a deal that you can close. And, if you have your doubts, why not partner up with a local agent that can mentor your and assist you in getting the job done? After all, half a commission check is better than none!

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