Google recently unveiled its new search
algorithm, named “Hummingbird”. Once again they have changed their rules
for search engine optimization and this can have a significant impact
on your luxury real estate website ranking.
Prior to Hummingbird, their algorithm
was based primarily on search terms. But, now people are more
comfortable with Internet searches. They are typing in entire questions
(vs.. just “topics” or keywords) hoping to find answers to their most
pressing questions, needs, or to seek relief from whatever is concerning
them.
Hummingbird is not just an update to the
previous version of their algorithm. It is a COMPLETE REPLACEMENT,
which is based on semantic searches. That means Google is putting
emphasis on the INTENT OF THE USER, i.e. they are asking the question,
“What does this user MEAN, what do they actually want?”
Here's an example from a recent Google
TV commercial. A teenagers types in the question, "How to I ask a girl
out?". Notice no keywords like dating advice. Hummingbird's
ultimate goal would be to match the INTENT of the question with the most
authoritative web pages out there. And, they are being very guarded
about how they do it.
So, what does this mean to you as a
luxury real estate marketing professional? It means that achieving or
sustaining high ranking on Google search pages just got much more
difficult. At the very least, it is the end of quick SEO: Sprinkling
keywords in the articles on your luxury web sites or blogs, just to get
“Google Juice”, i.e., more traffic.
What is the point of getting traffic through your organic Google ranking, if the users who arrive on your website are going to bounce right off of your pages because they are not getting satisfactory answers to their queries?
Think of Google as a matchmaker. They
are looking for fresh, engaging content by the authority on a given
subject who can provide real, satisfactory answers to their users.
Worthless content that contains keywords that happen to be contained in
the users’ queries, most likely, will no longer constitute a match.
Continued success in Internet marketing
for luxury real estate, in light of Hummingbird, will require that you
sharply define your unique selling proposition or your unique promise of
value as an online authority in your field or your niche. All this
takes time, to build your reputation online.
Lately, we have been asking the
question, “Is it still worth it for luxury real estate marketing
professionals to invest their time creating and publishing content just
to establish their authority online in hopes of gaining or sustaining
higher ranking?” We think it is time for anyone serious about achieving
market leadership to revisit this question.
Would the same investment of time spent
on expanding your sphere of influence and broadening your local referral
base, produce a better and faster ROI (return on investment)? After
all, not everyone is suited for this additional role that Google is now
requiring of luxury real estate marketing professionals. And, hiring a
ghost writer would mean you were an unauthentic authority.
Obviously, answers will vary from person
to person, market to market. But, as we approach 2014, and you
contemplate the allocation of your marketing resources, think about the
value of your time. Perhaps, it may be advisable to get back to basics,
and become less dependent on Google to generate new business for you.
In your opinion, if you had to choose,
which would you prefer: Top-of-mind status as the Google of your
marketplace or top ranking on Google?
-WATCH VIDEOS-
- JOIN THE LOL COMMUNTIY -
GET FLUENT. GET AFFLUENT!
What an interesting post it is! Real estate marketing is not easy and if you are new to this business then you will have to promote it smartly. I think that by running the paid ads on social media networks you will definitely be able to get very good number of leads. I would highly recommend Twitter, insta and facebook ad management services for that.
ReplyDelete