How will these changes impact online real estate marketing for you?
With internet marketing drawing most of the focus for real estate businesses today even small changes can have a dramatic impact on results and ROI. If real estate investors and companies aren’t wired into this constant evolution they can find their advertising budgets and income gets blindsided. So what is changing now?
Google Infinite Scroll for Search Results
For years real estate companies have spent millions vying for top spots in Google search results. If you haven’t been on page one, or at the top of page one in Google searches you may as well not have existed. But what if there were no longer pages in Google searches?
In September 2015 Search Engine Roundtable revealed that Google was testing ‘infinite scroll search results’. That means there is effectively just one page. If you’ve been using Twitter or Facebook you are probably already familiar with this functionality. However, it is unclear what it may mean long term. Everyone is effectively on page one of Google now, but those top 10 or 30 spots could prove more valuable. What about Google Adwords? Will there now be far fewer (much more expensive) ad opportunities due to only 1 page? Or will there be endless ads? You can test out Infinite Scroll for Google now with this Chrome tool. How do you rank?
The Wikipedia Witch-Hunt
For years dozens of real estate companies and independent professionals have been hacking their way to the top of the search engine results by using Wikipedia. Wikipedia’s authority makes links from the online dictionary incredibly powerful fuel for those that want to show up at the top of Google, and to be seen as trusted by Google. Now Wikipedia is crushing years of investment by erasing data that people may have paid marketers to put on the site. This could dramatically alter the rank of many real estate websites and personalities. This both creates a big opportunity to move up, but is also a big wakeup call to keep investing in your own website and real estate blog instead of banking on third party sites like Wikipedia, Facebook, and BiggerPockets.
Keywords
Keywords are the DNA of SEO and online real estate marketing. However, the one big blunder that 99% of real estate marketers make is that they do some rough keyword research at launch and then focus on those keywords forever. The problem is that the keywords that users actually use changes on a daily basis. You’ve got to at least be reviewing trending keywords and the most valuable opportunities on a monthly basis, if not daily and weekly. Google Trends is one of the simplest and fastest to use tools to stay on top of this.
Summary
Winning at online real estate marketing requires constant awareness to changes like those above. This can be more than a full time job. One that most real estate pros don’t have time to do effectively, and that most discount marketers get horribly wrong every day. Use the above info to stay ahead of the curve, but don’t be shy about recruiting some freelance help to realign and recalibrate your internet marketing campaigns on a regular basis.
Authored by Best Transaction Funding BestTransactionFunding.com is the leading source of transactional funding and hard money loans for real estate wholesalers in the US, where 100% financing, and saying “Yes” is what we love doing all day long.
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