This week, we were reviewing the Google ranking of a luxury real estate marketing professional who is the top producing agent in her marketplace, but ranks 7th in natural search results on her primary keyword phrase. Of the two agents who were ranked higher on the same page, one sold just a single property over the last 12 months and the other did not sell even a single property!
Are consumers being served by placing mediocre agents ahead of market leaders? Google doesn’t think so. That is why they are constantly trying to fine-tune their algorithms to achieve more satisfying results.
In the context of finding qualified local service professionals on the Internet, Google’s ideal job is simply to match the consumer’s search query with the most authoritative experts in a given marketplace. For Google, customer satisfaction with this “matchmaking” service is paramount because they are able to place revenue-generating ads on these popular pages.
Prior to the Internet and search engines, it was statistically proven that whoever got the first buyer or seller call had the best chance of winning the business. While this may still be true with telephone contact, we question that it is true online when it comes to search engine ranking, especially in luxury real estate marketing. One glance at a cluttered site that is difficult to navigate can send a web visitor back to the search result page in a single click.
In another instance one of our local business organizations was looking for a speaker on social media. They hired the #1 ranked “authority” on Google to speak and the group was horrified by the presentation. It was obvious to every businessperson in attendance that this guy barely knew what he was talking about. When confronted his response was, “I know how to rank #1”.
In addition to strong basic SEO architectural structure on your site itself, Google is looking for current, fresh, relevant, authoritative, ORIGINAL CONTENT more so now than ever. And, they are adjusting their algorithms accordingly.
Consistently publishing and distributing new content (through social media channels) via your blog is the best vehicle to achieve this. Getting other authoritative websites to establish links to your newsworthy, follow worthy, original content is also very helpful. But, the days of just publishing unoriginal content, that has even become boring to the Google robots, is over!
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