Google Mobile Update

Written by on April 23, 2015 in Marketing - No comments

On Tuesday, April 21, 2015 Google is making a major update to its mobile search algorithm that will change the order in which websites are ranked when users search for something from their phone.

The algorithm will start favoring mobile-friendly websites (ones with large text, easy-to-click links, and that resize to fit whatever screen they’re viewed on) and ranking them higher in search. Websites that aren’t mobile-friendly will get demoted.

About 60% of online traffic now comes from mobile and Google wants users to have a good experience whenever they click on a mobile link.

The company announced its impending changes back in February, giving webmasters nearly two months and plenty of information to make the changes necessary to keep their sites from disappearing from mobile search results. But the update is still expected to cause a major ranking shake-up. It has even been nicknamed “Mobile-geddon” because of how “apocalyptic” it could be for millions of websites.

Businesses that depend on people finding them through localized search — like, if someone typed “coffee shops in Sunnyside, Queens,” into Google on their phone — could see a decrease in foot traffic as a result of this update.

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Avantages of PPC Vs SEO

Written by on July 25, 2011 in Marketing - No comments

Advantages Of PPC Vs SEO

Minimal Impact – Most sites won’t need to make design or layout changes in order to use PPC. SEO often requires site design changes, and these changes can be significant.

Instant – Traffic can start flowing in a matter of minutes once a campaign has been launched. With SEO, traffic can take some time to build, and there is no guarantee it will arrive at all.

Pay On Performance- You only pay when you receive traffic. If you do not receive traffic, you owe nothing. SEO requires a large upfront investment with no guarantees of campaign performance. Traffic and visibility isn’t directly controlled by the SEO.

Precise Keyword Targeting – You chose the keyword terms under which you appear. This allows you to run tightly focused campaigns. With SEO, pages can appear under a wide range of keyword terms, and sometimes these terms are unrelated to your campaign. This can make campaigns difficult to measure.

Precise Tracking And Adjustment – You get instant, precise figures, and you can adjust your campaigns in real time. SEO campaigns can be adjusted, but it is time consuming, and the results of which might not be seen for months.

Landing Page Control – You decide which page search visitors see. With SEO, visitors can arrive on any page the search engine has in its index.

Region Control – You control the regions and countries in which people see the ads. With SEO, you have no control over regions or countries.

Buy Position – want to rank #1? You can pretty much buy it with PPC. SEO is hit and miss affair when it comes to ranking, and ranking for highly competitive keywords can be virtually impossible for new sites.

Control Your Budget – You can specify how much you want to pay for any given period, and you can stop and re-start campaigns when it suits you. SEO is largely an upfront cost, and the campaign can’t easliy be switched off.

Time Control – You can control when your ads are seen. SEO has no such control.

Advantages Of SEO

Given the features and flexibility of PPC, why would people use SEO?

SEO has zero cost per click. Of course, this doesn’t mean SEO is free. SEO is long term, time intensive, and time costs money. It can also involve third party costs, such as link buying. However, the on-going cost of a well executed SEO campaign can come in well under that of PPC, especially if good rankings are managed and maintained.

The most powerful online marketing strategies blend PPC and SEO, taking advantage of both systems. An SEO strategy, built up over time, should reduce the cost-per-click price of a combined strategy. If a site ranks well for expensive terms, then you may be able to switch PPC bidding away from these terms and use the funds on covering other terms.


Real Estate Online Marketing & Advertising

Written by on July 21, 2011 in Marketing - No comments

Search engine marketing

Search engine marketing, (SEM), is a form of Internet marketing that seeks to promote websites by increasing their visibility in search engine result pages (SERPs) through the use of, paid placement, contextual advertising, and paid inclusion. Search engine optimization (SEO) “optimizes” website pages to achieve a higher ranking in search results by selecting specific keywords associated with the website. SEM uses various means of marketing a website to increase its relevance in search engine results.

Distinguished from SEO

SEM should not be confused with SEO. SEM uses ad words;which comprises pay per call (particularly beneficial for local providers as it enables potential consumers to get in touch directly to a company with one click), article submissions, advertising and making sure SEO has been done. A keyword analysis is performed for both SEO and SEM, but not necessarily at the same time. SEM is a constant and tedious task. It frequently needs to be updated and monitored continually. Another part of SEM is Social Media Marketing (SMM). SMM is a type of marketing that involves exploiting social media to influence consumers that one company’s products and/or services are valuable.

Some of the latest theoretical advances include Search Engine Marketing Management (SEMM). SEMM relates to activities including SEO but focuses on return on investment (ROI) management instead of relevant traffic building (as is the case of mainstream SEO). SEMM also integrates organic SEO, trying to achieve top ranking without using paid means of achieving top in search engines, and PayPerClick SEO. For example some of the attention is placed on the web page layout design and how content and information is displayed to the website visitor.

Major SEM Tools

There are four categories of tools to help you optimize Web sites.

1. Keyword research and analysis: (a) Make sure the site can be indexed in the search engines; (b) find the most relevant and popular key terms and phrases for the site and its products; and (c) use those key phrases on the site in a way that will generate and convert traffic.

2. Web site saturation and popularity: show how much presence a Web site has on search engines through the number of pages of the site that are indexed on each search engine (saturation) and how many times the site is linked to by other sites (popularity). Generally, the more Web presence you have, the easier it is for people to find your site. It requires your pages containing those keywords people are looking for and ensure that they rank high enough in search engine rankings. Most search engines include some form of link popularity in their ranking algorithms. The followings are major tools measuring various aspects of saturation and link popularity: Link Popularity, Top 10 Google Analysis, and Marketleap’s Link Popularity and Search Engine Saturation.

3. Back end tools (including Web analytic tools and HTML validators): Web analytic tools can help you to understand what is happening to your website and measure your Web site’s success. They range from simple traffic counters to tools that work with log files and to more sophisticated tools that are based on page tagging (putting JavaScript or an image on a page to track actions). These tools can deliver conversion-related information. There are three major tools used by EBSCO: (a) log file analyzing tool: WebTrends by NetiQ; (b) tag-based analytic programs WebSideStory’s Hitbox; (c) transaction-based tool: TeaLeaf RealiTea. Validators check the invisible parts of Web sites, highlighting potential problems and many usability issues ensure your website meets W3C code standards. Try to use more than one HTML validator or spider simulator because each tests, highlights, and reports on slightly different aspects of your Web site.

4. Who Is tools: show you who owns and operates various Web sites, can provide valuable information relating to copyright and trademark issues. Useful tools include Who Is Source, ARIN. Read a competitor’s source code to look for hidden clues, Use Web analytics tools to find out more about your customers, Use the source code and Who Is tools to research legal issues.

SEM plan

Through trial and error you will be able to see how SEM drives highly targeted visitors to your online exhibitions. The following are the steps to a successful SEM plan:

Research your target audience.
Set your online goals and key performance indicators.
Build an initial list of important keywords that represent your current and most relevant content and potential content.
Validate your keywords by testing and refining them with your keyword selector tools such as Yahoo Keyword Selector, Google Keyword Selector, Google Trends and

Keyword Discovery.
Check your current ranking.
Optimise the website by improving your web design, architecture and web page content.
Pursue link-building and partnerships.
Colonize the Web by publishing and circulating it in wiki, blogs, and video and picture sites(e.g. Flickr and Youtube).
Get in the news such as Google News with RSS feeds.
Install good tracking software, and track and analyze your performance for better results.

Examples of Best Practice

A successful SEM project was undertaken by one of London’s top SEM companies involving AdWords. AdWords is recognised as a web-based advertising utensil since it adopts keywords which can deliver adverts explicitly to web users looking for information in respect to a certain product or service. This project is highly practical for advertisers as the project hinges on cost-per-click (CPC) pricing, thus the payment of the service only applies if their advert has been clicked on. SEM companies have embarked on AdWords projects as a way to publicize their SEM and SEO services. This promotion has helped their business elaborate, offering added value to consumers who endeavor to employ AdWords for promoting their products and services. One of the most successful approaches to the strategy of this project was to focus on making sure that PPC advertising funds were prudently invested. Moreover, SEM companies have described AdWords as a fine practical tool for increasing a consumer’s investment earnings on Internet advertising. The use of free utensils “Conversion tracking” and “Google Analytics” was deemed to be practical for presenting to clients the performance of their canvass from click to conversion. AdWords project has enabled SEM companies to train their clients on the utensil and delivers better performance to the canvass. The assistance of AdWord canvass could contribute to the huge success in the growth of web traffic for a number of its consumer’s website, by as much as 250% in only nine months.

Another example of a successful SEM plan is the approach to capture the relationships amongst information searchers, businesses, and search engines. Search engines were not important to some industries in the past but over the past years, the use of search engines for accessing information has become vital to increase business opportunities. The use of SEM strategic tools for businesses such as tourism can attract potential consumers to view their products but it could also pose various challenges. These challenges could be the competition that companies face amongst their industry and other sources of information that could draw the attention of online consumers. To assist the combat of challenges, the main objective for businesses applying SEM is to improve and maintain their ranking as high as possible on SERPs so that they can gain visibility. Therefore search engines are adjusting and developing algorithms and the shifting criteria by which web pages are ranked sequentially to combat against search engine misuse and spamming, and to supply the most relevant information to searchers. This could enhance the relationship amongst information searchers, businesses, and search engines by understanding the strategies of marketing to attract business.


Top 5 Reasons your competitors attract more customers online…

Written by on June 6, 2011 in Marketing - No comments

Did you know that 82% of consumers go online to find local businesses?
But will they find your business, or your competitors?

Competitors Are Taking Your Potential Customer
Have you ever performed an online search for the product or service your business provides? Sure you have, and so do consumers. In fact, the vast majority of consumers (over 80% actually) go online to search for local products and services like the ones you offer – and that’s a lot! So, Knowing the opportunities that being found online will bring must make it really disappointing when, instead of seeing your own business there at the top of search sites, you find that pesky competitor from down the road. Guess who your potential customers are finding when they perform a similar search? Here’s a hint: not you.

But alas, all is not lost. It’s not too late to change things for your business – and that’s what this guide is all about: understanding why you’re currently losing online and how you can turn things around.


Your competitors invest in paid search.
Your competitors have optimized their online map presence.
Your competitor’s website was designed with organic placement in mind.
Your competitors get links from other reputable sites.
Your competitors are attracting customers through other sites too.

Changes can be done to change and solve these reasons but growing your business online is critical! Local online marketing has many components that can be used to grow your business. To be successful it is important to dedicate the time, energy, and resources into a sustainable strategy and then measure the return on your investment. We give you an action plan for your own online marketing program. It will take time and dedication.


How do you find out what your Web page’s PageRank is?

Written by on May 2, 2011 in Marketing - No comments

Google makes available an advanced toolbar that you can get which will show you this information.

It’s free and it can be downloaded to your computer at You must have windows to use it.

Google ranks pages on a scale of 0-10. The higher your PageRank, the greater chance you have of getting a high ranking in the search engines, The higher you’re ranked, the more visitors you will likely get. The combination of a high PageRank and properly optimized content is the only certain way to increase traffic to your Web site.

You can see the actual PageRank number of the Web page you are on by holding your cursor over the box with the green in it under the words PageRank. One is the lowest PageRank and 10 is the highest. A PageRank of 0 means that Google has not indexed the page in question.


Home Buyer Statistics

Written by on April 11, 2011 in Uncategorized - No comments

Active home search (median):

* Number of weeks searched: 12
* Number of homes seen: 15

First-Time vs. Repeat Buyers:

* First-time buyers: 50%
* Repeat buyers: 50%
* Median age of first-time buyers: 30
* Median age of repeat buyers: 49

Buyers who definitely would use same agent again: 65%

Actions taken as result of Internet home search:

* Walked through a home viewed online: 45%
* Found agent used to search/buy home: 29%
* Drove by/viewed a home: 21%

Information sources used in home search:

* Internet: 74%
* Real estate agent: 69%
* Yard sign: 22%
* Open house: 12%
* Newspaper ad: 9%
* Home book or magazine: 6%

Source: 2010 National Association of REALTORS® Profile of Home Buyers and Sellers

Did You Know?

The first-time homebuyer share climbed in both 2007 and 2008, and then surged in 2009. First-time purchasers rose from 36 percent of all homebuyers in 2006 to about 45 percent in 2009. The increase in share added roughly 306,000 sales in 2008-9. Without this gain, existing home sales for the year would have fallen by 63,000.

An important catalyst for the jump in first-time homebuyers in 2009, however, was the first-time homebuyer tax credit program. Various estimates place the impact of the tax credit on either pulling demand forward or releasing pent-up demand at 200,000-400,000 additional buyers- similar to last year’s increase in first-time sales.

Source: State of the Nation’s Housing 2010 (Harvard University – Joint Center for Housing Studies)

For Sale By Owner (FSBO) Statistics

FSBOs accounted for 9% of home sales in 2010. The typical FSBO home sold for $140,000 compared to $199,300 for agent-assisted home sales.

FSBO Methods Used to Market Home:

* Listing on Internet . . . 27%
* For-sale-by-owner Web site . . . 11%
* Yard sign . . . 46%
* Friends/neighbors . . . 39%
* Newspaper ad . . . 12%
* Open house . . . 14%

Most Difficult Tasks for FSBO Sellers:

* Getting the right price . . . 23%
* Preparing/fixing up home for sale: 18%
* Selling within the planned length of time: 14%
* Having enough time to devote to all aspects of the sale: 13%
* Understanding and performing paperwork: 10%

Source: 2010 National Association of REALTORS® Profile of Home Buyers and Sellers

Statistics on REALTORS® and Technology

* The typical REALTOR® spent up to $1,200 on technology for real estate purposes in 2008.
* The top three tools that respondents plan on purchasing or replacing in the next year are: smartphone with email/Internet connection (42%); notebook/laptop (34%), and digital camera (26%).
* The most frequently used operating system is Windows XP (63%).
* The most popular smartphones are Blackberry (32%), Palm Treo (14%), and iPhone (10%).
* 84% of REALTORS® use social media to some extent.
* The top places where REALTORS® place their listings are, their broker’s website, their local MLS site, and their own website.

Source: 2009 REALTOR® Technology Survey

Best Real Estate Clients

Revealing New Statistics Show that Internet Savvy Shoppers Make the Best Real Estate Clients

Are you marketing to the wrong audience? Here are some interesting statistics that could change the way you conduct your real estate business.

Where did we get this data?

California Association of REALTORS

1,600 people were surveyed. 800 were Internet Buyers who said the web played an important role in the home buying process. 800 were “Traditional Buyers”. This group said that they did not use the web as an important role in the home buying process.


Internet Buyers are the Key to Making More Money In Real Estate

The average internet buyer spends an only 2.2 weeks working with the Realtor to find their home. The traditional buyer spends almost 6 weeks!

So How Many Houses did the Realtor Have to Show During This Time?
Internet Buyers only previewed an average of 6.65 homes while the Traditional Buyer previewed 21.7.

Internet Buyers know what they want and because of this, you, the Real Estate Agent, spend less time educating them. After all, the average Internet Buyer has already invested almost 6 weeks of research before they contact an agent. This is in contrast to the Traditional Buyer who has researched homes for less than 2 weeks before contacting a Real Estate Agent. With this in mind, who do you think is going to be the easier client?


More Internet Savvy Real Estate Buyers Equals More Money and Less Work for You

Interesting Real Estate Buyer Facts

  • Internet buyers spend almost a third the amount of time working with a real estate agent compared to a Traditional Buyer. This means less time carting buyers around in your car!
  • Internet buyers interviewed about half as many real estate agents as traditional buyers before selecting a Realtor.
  • Nearly a three quarters of all Internet buyers first saw the home they purchased on the Internet.


Start Marketing to Internet Buyers

Think about this data next time you spend your marketing dollars

Who are you targeting? The Traditional Buyer or the Internet Buyer?

If your website is not producing for you, then perhaps it’s time to take a hard look at your website. It may be time for a complete website make-over or at the very least, a website analysis. If your focusing your marketing dollars to attract Traditional Buyers then it may be time to adjust your marketing budget.

Home Buyers Twice as Likely to Use Online vs Print to Find an Open House

This is a blog post about home buyers, real estate, marketing, websites and search engine optimization so it has a little bit for everybody. A survey commissioned by Trulia and conducted by Harris Interactive shows that U.S. home buyers are twice as likely to use online sources than print sources to find open house information. Trulia is an online listing service so these results reinforce what we already know from other surveys including the National Association of Realtors surveys that show more than 75% of home buyers plan to start their home search on the web. Key Survey Results o 62 percent of U.S. home buyers reported using/planning to use online sites to find open houses. o 53 percent who use/plan to use information from real estate agents o 36 percent who use/plan to use neighborhood signs o 31 percent who reported using/planning to use print sources, including newspapers and local flyers to find open houses.

I work with a lot of Realtors and read a lot of real estate related marketing information and there is a large percentage of Realtors that voice the opinion that open houses are a “waste of time” and say “I have never sold a house at an open”. They might want to take note that this survey shows that 91 percent of home buyers attended/plan to attend open houses during the home buying process. I think this is proof that an open house is an important part of the marketing mix. I have created a number of websites and the biggest selling point is how effective their blog platform is with search engines. When a Realtor takes 30 seconds to add an open house to their website using the Content Management System a blog entry is created automatically.


Why You Need A Property Microsite

Written by on April 11, 2011 in Marketing - No comments

People are seeking your Website
A Property Microsite is the first level screening process for your property listings. What prospective customers find on the web influences their decision to do business with you – or NOT! Paper directories are very quickly becoming obsolete. Today’s savvy consumers go straight to the Web when shopping for property listings. What are you showing them?
What are they looking for?
They’re looking for information. They’re looking to make a connection. They’re looking for someone to trust. Not a “business”, but a person. They’re looking for a relationship with the people that make up the business.
The bottom line is that real estate customers are looking for someone they can trust. This explains why traditional forms of advertising, print ads, direct mail, flyers, etc., result in generally poor results—they don’t communicate a sense of trust. Personal references are the best form of advertising and, like all advertising methods, any advertising will work even better if there is a way for people to investigate you. A property microsite can provide this very valuable intermediate step in the building a business relationship. A specialized property microsite can provide the opportunity for you to make that essential good first impression and convince that person to take a risk on you.
Successful communication
To be effective your property microsite needs to communicate 3 things:
1. an image of your business: (quality of work, level of service, price range),
2. qualifications and capability to do what is required,
3. insight into the character of the PEOPLE behind the business.
The last item, people, is by far the most important aspect of your website. Without a doubt potential customers viewing your website are looking for a personal connection so they will feel secure in being your customer.
Deep down the average client doesn’t care to know what type of listing you have. What they want is a sense of confidence that your the agent that can solve their problem—with integrity and honesty! They don’t want to become experts on real estate. They want to get to know you and gain a sense of confidence in you.



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